New England School of Communication (NESCom)

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Browsing New England School of Communication (NESCom) by Author "Schilter, Cassy"

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    GRACIE THEATRE MARKETING CAMPAIGN
    (2025-04-17) Schilter, Cassy; Heady, Hannah; Cirello, Michael; Harvath, Isabella; Pelletier, Logan; Pelletier, Nicole; Schweitzer, Camden; Smith, Hunter; Blake, Corey; Roberts, Nancy
    This marketing campaign was developed by students in One Circle Agency, a student-run marketing communications agency that serves as the capstone course for Marketing Communications and Graphic Visual Design students. The objective of the campaign was to increase ticket sales and social media engagement for upcoming shows at the Gracie Theatre. The research phase included an analysis of industry trends, national ticket sales, and competitor strategies, along with investigating previous ticket purchasers to identify potential target markets. Additional data was gathered by reviewing social media and website analytics to determine which previous posts had the most impressions and click-through rates. Based on these insights, students created a comprehensive campaign featuring posters, digital ads, and a social media strategy with engaging posts. The campaign was further supported by email solicitations and a targeted e-newsletter from the Gracie Theatre Director. Success was measured through social media metrics and ticket sales. The campaign resulted in a 473% increase in views and a 404% increase in interactions on Instagram, with a 100% increase in interactions and a 116% increase in views on Facebook. Videos featuring campus community members were the most successful. Ticket sales were strong for the Beatles Solo Years, Frigg, and The Bride this semester. The results were be incorporated in future campaigns for the Gracie. Founded in 2022, One Circle Agency aims to prepare junior and senior undergraduate students for professional roles by providing hands-on marketing experience for nonprofits, start-ups, and government organizations. Students work with two clients per semester in roles spanning marketing, advertising, social media, graphic design, and public relations. The agency also focuses on developing essential interpersonal "power skills," such as teamwork, communication, networking, and problem-solving. This semester, students are also working with Abbott Advantage Leadership Consultancy, Cole Land Transportation Museum, Edner Mae Arts, and MadGab Lip Balm.