Free Essay

Fringe

In: Business and Management

Submitted By ianmck7
Words 1617
Pages 7
Fringe theatre is ‘not mainstream theatre’ and comes from the Edinburgh Festival Fringe

The target audience

89% of young adults watch TV in their spare time
41% of young adults read newspapers in 2008 77% of young adults were using the internet every day

In 2003, 64% of young adults, 18- 24, had signed a petition; 57% had made some form of financial donation to a cause; 20% had gone on a march or demonstration

Could we identify influential bloggers and give them a free ticket to the show to write a review about it?

BroadwayBaby FringeReview and FringeGuru are all twitter users that are happy to retweet interesting messages about a show/ BHM

it's worth getting your venue to re-Tweet you, and also if you're going on after the Fringe, get those venues to also re-Tweet. Your festival buzz then can move with you

come up with an image, look and feel that will instantly be associated with your show. It will form your poster design, flyers, press releases and be prominent in every scrap of communication between you and your potential audience

Branded beer matts and flags for pubs or high street perfromances?

Could we flyer in cool pubs in different areas, and give the landlord a few free tickets so that they tell their regulars about the performances?

Make sure we spend LESS than our ticket price per person to get people in the door!!!

Fundraising – could we have a fundrasing option on the website? So that people who are interested in the plays and looking at the website could donate?

• Mainly being that not many people are aware of BHM and what it represents
• How the promotion of fringe theatre is not recognized anymore especially within younger people

This is our story
Intro - what s fringe theatre - what is black history month
Our challenge
Our insights
Our solution
Our creative solution
Conclusion
Questions

INTRO

As David Sable, CEO of Y&R, once said, stories are the catalyst to humankind’s rise, the primal force to why we are who we are today. So we are Scarlett, Ian, Eva, Sarah, Matt and this is our story of how we’re turning Doppelganger Productions into something better, something memorable and something talked about year on year.

WHAT IS FRINGE THEATRE?

Fringe theatre is not the mainstream, its something different, and that’s how it should be publicized. Something different. Performances are often put on in small, quirky venues, above pubs or small-scale theatres

WHAT IS BLACK HISTORY MONTH

OUR CHALLENGE

Promoting a fringe theatre performance, to the general public

The problem is some people have heard of Black History Month and some haven’t, but neither are bothered about it, why should they be?

Fringe theatre has a predominantly younger audience, so how do we reach others? But still keep the young interested?

How do we present something new and fresh, that no one has seen before and wants to be a part of?

OUR INSIGHTS

We want to present a bigger picture, as Morgan Freeman says, Black History Month shouldn’t be restricted to one month, it should be the whole year, the whole world, the here, the now.

We want to challenge people’s perceptions of Black History, get them wanting to know more, wanting to be involved.

OUR SOLUTION?

Combining our knowledge, ability, personalities, and styles of thinking has enabled us to invest in ideas of little interest to, we believe, overcome the resistance facing Doppelganger Productions.

We wanted to take risks, and not be tempted to offer standard, safe solutions, replicating the raw nature of fringe theatre

We want the passion of fringe theatre to grow; and won’t rest on the promotion of the Black History Month production alone

We have tolerated ambiguity knowing that new ideas are not always initially successful.

We observe things one way but are prepared to see them from a different perspective.

After all; “Creativity is the power to connect the seemingly unconnected” – William Plomer (I don’t know if we should use this as David uses it in the lectures, is there another phrase or saying we could use, one that they havn’t mentioned to us before?)

The solution is a fully integrated social and print campaign, with a build up of experiential

OUR CREATIVE SOLUTION

SHOW BOX VID HERE

It’s 3 weeks before Black History Month and we’re placing boxes around the central fringe theatre towns, Bournemouth, Edinburgh, Brighton, Manchester, Newcastle, Southampton. 6 boxes in each city centre. They are the start of something bigger. Look inside and they represent poignant images, quotes, facts. See the bigger picture, think outside the box, think on the edge of the box, think on the top of the box, think hanging down from the bottom of the box.

The people looking in the boxes will be the curious type, the risk taker, the inquisitive. 64% of young adults aged 18- 24 have signed a petition. 57% have made some form of financial donation to a cause and 20% have gone on a march or demonstration. They want to stand up and see something different, see the bigger picture. Each box will have (are we going to use blipper?) a QR code, linking them to Instagram. The social media platform of the moment. It will have images and 15 second video clips to provoke conversation around Black History Month, get people spreading the word,

It’s two weeks before Black History Month and a blank canvas turns up on Bournemouth Square ,Edinburgh City Centre, Brighton sea front, Manchester City Centre, NewcastleGateshead, Southampton City Centre. Add to it, sign it, personalize it, make history, make it your own, get everyone involved. Wait to see the bigger picture.

A link to blipper/ social media, or whatever we’re doing? A HASHTAG #BiggerPicture

They’ll get people talking and attract a bigger crowd, attract the media. The Bournemouth Echo, Brighton Independent, Leicester Mercury, Birmingham Post, Southern Daily Echo, Edinburgh Evening News want to write about it, want to spread the word. A Key Note survey of 2010 shows that older people stay loyal to their newspapers, with almost 40% of adults buying a newspaper every day. These aren’t the risk takers, but people that read the news, take notice of the news, trust the news. A new crowd that want to see the bigger picture.

It’s one week until Black History Month and posters start to show around the main fringe theatre cities. They are showing something bigger. Three different types of posters will tell the stories of black people in history, the people that stood up and made a stand, made history. They will draw people to Black History and the Fringe Theatre.

Now we will go directly to our crowd, hand out flyers, where we know people will be interested. Universities, other theatres. Pop up performances across the country will give the audience a taste of what’s to come. Keeping Black History alive, keeping the momentum going, keeping people wanting to know more. The flyers will finally have dates, times, locations. Come to the theatre and start to see the bigger picture. (Or are we going to have dates, times and locations on all of the materials?)

Its October 1st, and people wake up to a town, city, square covered in bunting reading “Doppelganger presents – Black History Month”. It’s time to see the bigger picture and get involved. See the big reveal of the canvas in cities all over the country. Go to the theatre and watch the story.

Throughout the presentation we will be spraying a canvas and at the end we peel it off to say… see the bigger picture

Budgeting

Boxes
There are boxes for about £26 for 6, which would just need painting black and white or just black depending on what we decide. How many will we have per town? So £104 for 4 towns if we have 6 in each or £208 for 12 boxes in 4 towns/ citys

Posters
For 500 A2 full bleed posters its around £745 (Zip posters)

Flyers
For 10 000 flyers its £32.87 (online printers)

Beer Mats
For 500 beer mats in full colour its £172.19 (pinksheepprint)

Social Media
Technically is free, would need a volunteer to update the pages?

Fringe pop up productions
FREE – need actors to volunteer. Keep in mind this will only work if there is a section of a play that will make sense on its own, if it’s a monologue it won’t work

Funding
Need to add a funding section to the main doppelganger or BHM page

Banners/ bunting
£140 for 4 towns banners

Opportunities

59% of ages 16 – 24 spend their spare time in bars and pubs, why not make Doppelganger beer mats for bars in each of the man fringe theatre areas.

Instagram

15 second clips, a month before the event,

TO DO

Create images to go inside the boxes
Finish social media calendar
Do tumbler
Finish budget/ do a budget table
Edit press release depending on the boxes
Update speech with theory – but don’t make it sound like theory
The website needs to be updates/ mocked up
The twitter needs to be mocked up
Identify influential bloggers to target
Spray paint

List of towns/ cities involved in BHM

Brighton
Manchester
Birmingham
Leicester
New Castle

Things that need to be outlined in the speech

Intro
What is BHM
What is fringe theatre
What is the problem
What is the insight
What is the creative solution

Also
The budget
The bloggers stuff
Make a point of saying we are spending less money per head on promotion per ticket price?
The reason for not having many posters or flyers
The reason for social media
Pop up performances…...

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