Saunya HudsonRachel FisherIMC 462

Dramatis Personae Prelude Intro: The Big Idea• “Behind the Red

Curtain” Act 1: Joining the

Conversation• Blogger outreach• Engagement

Act 2: Engaging Kids!

• Event• Video

Act 3: A Family Affair

• Blog & Online Community

• Paid Advertising• Mobile

Application• How it works!

Problems to Overcome

Lack of Awareness

Lack of Consumer Engagement

Not Reaching Out To Children

Relying Solely on Traditional Marketing

Target Audience

Objectives One year from now Ticket Sales increase

20% Increase website

traffic 2000 Twitter followers2000 Facebook fans

Let our customers go…

Behind The Red Curtain

“Behind The Red Curtain”Strategic Approach

ACT ONEJoining the Conversation

Blogger Outreach

EngagementImproving Twitter & Facebook Presence

EngagementExample of Where we would like to be

Pre-Event Contest• CCT Kid Correspondent Contest

Kids Night On Broadway “Concierge Correspondent”

ACT TWOEngaging Kids!

Event: Children’s Night Out

Event: Children’s Night Out• Kid Correspondent

Contest winner interviewing on red carpet

• Live Tweeting Covering performance,

preshow & after show audience feedback

#CCTCNO hashtag• Pre-Show Live Streaming

Video• Playbills with QR codes

Video:Kid Friendly YouTube Channel

ACT THREEA Family Affair

Behind the Curtain Blog

For Parents

Online CommunityCCT Message Board for Kids

SupportPaid Advertisements & E-newslettersMoving away from Traditional Advertising & Direct Mail

• Facebook Advertisements

• Transitioning from Direct Mail to E-Newsletters. Customizing the CCT

experience by giving loyal customers a choice

How it Works!One year from now Ticket Sales increase

20% Increase website

traffic 2000 Twitter followers 2000 Facebook fans

ResultsWhat does success mean for us?

• Increased support from our partners More donations

• Increased support from the public More newsletter & RSS feed

subscribers• Heighted awareness among children

Want the CCT to be front of mind when considering family activities

Questions?