wkar at the michigan theatre / jackson, mi jeanie croope promotion manager, wkar

WKAR at the Michigan Theatre / Jackson, MI

Jeanie CroopePromotion Manager, WKAR


Strategy

• to gain goodwill

• to bring back an audience in an area that could not see WKAR post-DTV transition



Situation

• beautifully-restored theatre


Situation

• partner with WKAR for screenings

• has a bar license

• big-screen simulcasts

• adult beverages

• Jackson, MI: 15% unemployment / 2nd largest viewing community


• beautifully-restored Michigan Theatre


Planning & Guidelines

• all events *FREE*

• all events chosen by theatre manager with approval of his board

• promotion by theatre and WKAR

• WKAR rep on-site to greet guests, intro program, distribute info



Mechanics

• WKAR program list to theatre manager

• preferably 7:00 or 8:00 p.m.

• preferably weeknights

• concerts, performances, high-visual

• no documentaries unless relevant to the community



Past Events

• “National Parks” preview [DVD]

• “National Parks” conclusion ((TV))

• Great Performances: L.A. Philharmonic Opening Night ((TV))

• Great Performances at the Met: Tosca ((TV))

• Great Performances: Nutcracker ((TV))

• Great Performances: La Boheme ((TV))

• Backstage Pass with Producer Talk Back [DVD]


Promotion – Michigan Theatre

• Posters at the theatre, in community

• Contact with local newspaper

• Targeted e-mail lists (e.g. symphony, seniors)

• michigantheatre.org


Promotion – WKAR

• Program guide

• On-air announcements (radio and TV)

• Social media platforms

• WKAR.org

• e-News and other publications

• Event calendars

• Press releases


Costs

• Mileage for WKAR staff rep to attend events ($ 40, unless station car is available)

• Flyers (if any)--------------------------------- = almost nothing.


Results

• Most popular: National Parks Preview (325 people) The Nutcracker (200 people)

• Least popular: La Boheme (25 people)

• Opera not a big audience-getter. Scheduled in December, starting at 9:00 p.m. = fail

• Overall feedback from patrons – wonderful

• Press: good mentions, cover story


The Idea Mill

• More family events

• Events with children’s character

• If WKAR brings in a PBS personality for its own purposes, may also include a Michigan Theatre visit / event (w/admission)



Jeanie Croope [email protected] Promotion Manager, WKAR 517-432-3120, Ext. 424

mailto:[email protected]

wkar at the michigan theatre / jackson, mi jeanie croope promotion manager, wkar

Documents