Tennessee Shakespeare Company
Integrated Marketing Case Study
Tennessee Shakespeare Company (TSC) is a professional, not-for-profit theatre and education organization dedicated to providing innovative education, training, and outreach programming using the works of William Shakespeare and other classical literature. Their teaching artists believe these stories are for everyone — regardless of ethnicity, race, educational background, geography, gender or sexuality, or economic ability.
Every year thousands of Memphians are served with programming from free outdoor Shakespeare performances to residencies for high school students, incarcerated youth, and local military veterans.
As an employee of TSC, I saw an opportunity to grow a loyal audience online that was as strong as the ones that packed the theatre’s seats. Over two years of content creation, I created the non-profit’s brand kit, curated all their online media, and grew TSC’s following on Facebook & Instagram by a 25% increase.
Romeo & Juliet Project
Photojournalism and Social Media Awareness
The Romeo & Juliet Project is a nationally acclaimed residency that allows freshman to “play the play” of Romeo and Juliet rather than simply read it while rehearsing life-saving choices in the face of armed violence, peer pressure, and prejudice.
As the Digital Marketing Manager, I followed over ten teaching artists as they traveled to dozens of Memphis-area classrooms. The students discovered the fun of speaking Shakespeare alongside these professional actors while I captured these learning moments through photography and video. Their experiences were then shared on social media to build awareness. The photos taken were also used as supporting evidence for this impact report.
Edward Tulane
Integrated Marketing Campaign
While all TSC shows have been family friendly, The Miraculous Journey of Edward Tulane was a departure from their traditional season productions — this one was specifically for children. This meant the marketing had to target new audiences and engage families in a unique way.
The solution was the social media campaign “Where in the World is Edward Tulane” — a spin off the childhood classic “Flat Stanley” which encouraged kids (of all ages) to print out their own Edward to decorate then share online. Participants were then entered into a drawing for free tickets and even encouraged to bring their own Edward creations to the show.
This social media campaign reached dozens of Memphian families and brought brand new audiences to the theatre for this high-energy, interactive show.
In addition to the social media campaign, TSC also included the contest in email newsletters promoting the show.
Mainstage Production Promos
Social Media Awareness
For each production season I created social media video content to help promote each mainstage show — working with actors and directors, upper management, and others interdepartmentally as lead project manager, writer, editor and producer.
(Use the slider below to see all included videos.)