Broadway’s Leading Ladies
March 10, 2025 | The Town Hall, NYC
Airing on PBS
Campaign Overview
As the Manager of Branding & Social Media, I led marketing efforts for The American Pops Orchestra's and Nouveau Productions' Broadway’s Leading Ladies, a one-night-only concert featuring Tony Award winners LaChanze, Jennifer Holliday, Lindsay Mendez, and Jessie Mueller.
Presented by PBS, the concert celebrated Broadway’s most legendary women while benefiting the Women’s Health Initiative at the Entertainment Community Fund. As a national PBS airing, this event provided a unique opportunity to drive brand awareness, sell out The Town Hall, and secure major media coverage.
Future marketing efforts will drive viewership for the national PBS airing.
Photo: Jenny Anderson
Results
✓ Sold out The Town Hall (1500 seats)
✓ Achieved a 600% increase in monthly social engagement
✓ Earned over 100,000 in organic reach & likes across social media:
✓ Achieved a 5x ROAS on Meta Ads, optimizing marketing spend & exceeding industry standards
✓ Secured major press coverage in Broadway & entertainment media:
Background
GOALS
Sell out The Town Hall in NYC
Drive brand awareness for the PBS airing
SMART Objectives
✓ Sell 1,000 tickets by March 10, 2025, across paid, earned, shared, and owned media
✓ Secure press coverage from at least three major publications during the campaign period
✓ Reach 100,000+ people across organic social media by April 1, 2025
✓ Achieve a 5x ROAS on paid media campaigns by March 10, 2025
Photo: Jenny Anderson
Marketing Strategy & Execution
Digital Marketing
Meta Ads
✓ Ticketmaster pixel tracking for retargeting and conversion tracking, optimizing ad spend.
✓ A/B tested key audience segments: Broadway enthusiasts, APO audience retargeting, and artists’ fans near The Town Hall in NYC.
✓ Launched phased paid ads to build brand awareness, generate excitement, and retarget engaged users to maximize ticket sales.
Organic Social
Instagram/Facebook
✓ Developed social media content:
✓ Event announcements
✓ Cast announcements
✓ Artist spotlights
Direct Marketing
Email Marketing
✓ Developed direct email campaigns via Mailchimp, targeting APO’s NYC-based audience.
Traditional
✓ Drove donor engagement and loyalty through complimentary tickets via direct mail and exclusive experiences.
Public Relations
✓ Crafted a press release and collaborated with No Guarantees to pitch to major media outlets.
✓ Maintained consistent branding across social media, print, and digital marketing assets.