Theater With a Side of Vodka
Off-beat immersive theater in the heart of South-Shore Massachusetts.
📂 Project Type: Full-Scale Marketing Strategy & Implementation, Community Building & History Research
🖥 Project Deliverables: Full Social Suite, Production Marketing Strategy, Marketing Materials & Merch
🗓 Date: Spring 2018 – Spring 2020
🪄 Role: Production Marketer
In 2018, I took on cataloguing the history of 20 Cent Fiction Productions‘ former shows. We had a website dedicated to showcasing many of the performances that hadn’t been maintained in a few years and were missing a lot of information. As I helped find images and information, I became the director of a production we lovingly called Romeo & Julius where I first started the company’s social presence and designed flyers for the show.
From there, I tackled the task of researching 25 years of one particular show with the company – The Rocky Horror Picture Show – in anticipation of a reunion performance with over 60+ alumni and a cast and crew of 25 students.
Key Metrics
- Creation of custom social profile suite with over 300 followers in first week.
- Ticket sale increase of 30% for annual Rocky Horror Picture Show
- New Member meeting attendance increase of 20% in first month
- 13% average Engagement Rate
- $1342 fundraised for the company through organic efforts
Deliverables
- Profiles were created across Instagram, YouTube, and Facebook.
- General Marketing Strategy to promote: 3 full stage productions, 1 zine issue, 2 immersive small-scale fundraisers, and general interest meetings (for each calendar year).
- Custom designs for merch, signage, and decor.
- Creation and Moderation of Facebook and Discord Student and Alumni Community Groups.
- Comprehensive cataloging of past productions, teams, casts, and reconnections with former members, including image retrieval for the 25th Anniversary year activities.
In 2019, 20 Cent went from having a single relatively inactive Facebook account to a full, robust suite of profiles across platforms, including Instagram, the newly popular TikTok, and a broader alumni and student Discord. 20 Cent had lost its work study graphic designer and was low on money to advertise (or even put on) the production, so I stepped in to create the company’s broader social media presence.
During my time with 20 Cent, I created the framework for the company’s social media and advertising strategy that became pivotal in keeping the community afloat during the events of 2020 – a stressful time for all that unfortunately coincided with my departure from the University and thus the company. For some time after my departure, the company continued with the strategies and content style, as well as continued to sell merchandise that I helped create.
To better connect with intended audiences in the age of social media, 20 Cent Fiction caught up with the digital era, bringing its immersive experience productions online. We hosted takeover sessions where actors could show their experience in the productions, allowed behind-the-scenes looks at costuming, rehearsals, and company meetings, and even showcased imagery from former productions that hadn’t gotten their time to shine.
