Run twice a week.


Travel more.


Lose weight.


See more theatre.


The start of a new year brings many things. Returning unwanted Christmas gifts. The annual visit to the dentist. A hangover. However by now, after you’ve cleaned up from New Years Day, your thinking is clearer, you’ve recovered and you’re trying to remember what those promises were that you slurred those few minutes before midnight to improve your life in the next 12 months.


Theatre companies are no different.


Coming back from the Xmas/NY break, you feel refreshed, full of energy to tackle the year ahead and plough head long into the campaigns and productions in the works.


Before you do that though, here we’ve put together 4 x New Years resolutions that every theatre should make if they haven’t already.


1. Create a Marketing Plan


A goal without a plan is just a wish.” ~ Antoine de Saint-Exupéry.


If you’re starting the New Year without a marketing plan on how to achieve your goals, it goes to stand that 12 months from now you’ll be in a similar spot to where you are now.



The skeleton of your plan should consist of 4 key areas:


Have a clear understanding of the reasoning behind your existence. Yourartistic vision gives purpose to your company and outlines where you want to go in the future.


The long term purpose to which you’re striving. Your goals should feed from your vision and ultimately help you achieve your artistic vision.


Your strategies detail the numerous ways, resources and initiatives that you’ll employ in order to achieve your goals.


Objectives should have a short to mid term focus with quantifiable and measurable specific actions that will help reach associated strategies.

 2. Know ‘Who’ Your Audience Is


The aim of marketing is to know and understand the customer so well the product or service fits them and sells itself.” ~ Peter Drucker
If you can’t specify who your audience is, you need to start!


A segmented audience means that your marketing will be delivered via a rifle rather than a shotgun.


The more targeted your marketing can become, the more efficient it will be and the greater the results will be.


We’ve spoken previously before about how to identify your target audience, you can read more about that here.


3. Capture the Right Data


You can have data without information, but you cannot have information without data.” ~ Daniel Keys Moran


Building on top of any audience segmentation you have, it’s important to understand what additional data you’re capturing, and what insight you want delivered.


Capturing data should be the building blocks to each key initiative in your marketing plan.


Whether you want to understand when ticket sales occur, the effectiveness of your marketing, or even the amount of snacks sold at the interval, if you have questions that pertain to the performance of your theatre, you need to be capturing the right data.


4. Build a Social Content Calendar


Content is anything that adds value to the reader’s life.” ~ Avinash Kaushik.


In the past few years, ‘content’ has become the buzz word for any social mediacampaign, but it’s important that the content you’re producing is relevant to your audience.


As a theatre, you have an abundance of content to promote and a variety of media to distribute through.


By utilising a social media content calendar you can begin to make your content proactive rather than reactive.