Broadway’s Leading Men
February 3, 2024 | Washington, DC
Airs on PBS
Campaign Overview
As the part-time Marketing & Outreach Coordinator, I led paid advertising and assisted in social media efforts for The American Pops Orchestra’s Broadway’s Leading Men, a live concert featuring Broadway stars Christopher Jackson, Christian Borle, and Norm Lewis.
This PBS production celebrated the past, present, and future of Broadway’s male icons. The marketing strategy aimed to sell out Cramton Auditorium while building audience engagement for the national PBS broadcast.
Results
✓ Sold out Howard University’s Cramton Auditorium (850 seats)
✓ Achieved a 600% increase in monthly social engagement, generating buzz.
✓ Earned over 120,000 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 Crampton Auditorium at Howard university
Drive brand awareness for the PBS airing
SMART Objectives
✓ Sell 800 tickets through a mix of paid, earned, shared, and owned media strategies
✓ Secure press coverage from at least three major publications during the campaign period
✓ Reach 100,000 people across organic social media by March 1, 2024
✓ Achieve a 5x ROAS on paid media campaigns by Feb 3, 2024
Marketing Strategy & Execution
Digital Marketing
Meta Ads
✓ Managed budget, strategy, and execution for paid social media ads
✓ Leveraged APO’s customer lists, lookalike audiences, and interest-based targeting
✓ Measured conversions and optimized ad spend through Eventbrite & Meta Pixel tracking
Organic Social
Instagram/Facebook
✓ Developed and executed social media content promoting the PBS airing
Direct Marketing
Email Marketing
✓ Developed direct email campaigns via Mailchimp, targeting APO’s DC-based audience and past ticket buyers.
Traditional
✓ Engaged donors and VIPs with exclusive content and invitations to a post-broadcast watch party
Public Relations
✓ Crafted a press release to raise awareness in Washington, DC and Broadway/performing arts media.
✓ Maintained consistent branding across social media, print, and digital marketing assets.