The SpongeBob Musical

Broadway In ChicagoMarketing Practicum

Winter 2016

• Target

Demographics:

oMillennials

o Kids & Parents

o Theatre-Goers

oMusic Enthusiasts

o Tourists

Campaign Overview

• Objectives:

o Engaging Chicago

oLocal Audiences

oTourists

o Education

Budget % of Budget

General Print Expenditure $60,742 6.75%

Television Expenditure $118,000 13.11%

Outdoor Advertising $28,800 3.2%

Online Advertising $80,296 8.92%

Signage and Front of House $10,750 1.19%

Promotions Fee and Expenses $6,700 0.74%

Press Fee and Expenses $53,980 6%

Collateral Printing/Distribution $13,150 1.46%

Art Production $29,700 3.30%

Miscellaneous Expenses $100,000 11.11%

Contingency $22,970 2.55%

Campaign Overview

Total % of Budget:

58.12%*(*of possible $900,000 budget)

Total

Budget:

$519,088

• Music Enthusiasts

oWill play to hear

artist’s

music live

o Eclectic mix of styles

o Stake in the show

Target Demographics

• Spotify:o Ads

o Playlists

Music Enthusiasts

• YouTube Musician Shout-Outso Related artist’s who contributed to

show explaining why they love

SpongeBob o Can be done on their own

phones, casual setting (no formal

shooting)

o SpongeBob character for musician’s

personality • Instagram

o Musicians take over account for

a day• Music Blogs o (ex. Consequence of Sound)

• Theatre Goers

o Primarily Women 35-

55

o Spend disposable

income on theatre

oHigh saturation of

theatre

oHigh standards

Target Demographics

• Vlogs of Actorso Ethan Slater daily routine

o Danny Skinner telling jokes

o Lilli Cooper talks about feminism

o A day with the choreographer

Theatre-Goers

• Cast and Artist

Appearances

• Opening Night

• Reviews

• Tourists

o Summer

o In and Out of City

o SpongeBob is a way

to access Chicago

Theatre

Target Demographics

• Vamondeo Shedd Aquarium

o Bikini Bottom Adventure

o Places SpongeBob has

been

TOurists

• Kids & Parents

o Even though not a kids’ musical, should not be

ignored

o Will spend disposable income on family-friendly

theatre

o Parents and kids will attend together—no babysitter

Target Demographics

• TV Ads and Spots

Kids & Parents

• Millennials

o 18-35 years old

oGrew up with

SpongeBob

oDon’t usually see

theatre

oNot as much free time

o Tech Savvy

Target Demographics

• Social Media

o Twitter, Instagram, Facebook, YouTube

Millennials

• Bar Nights

Millennials

• Opening Night

Millennials

THANK YOU!

Marketing Campaign Departments

Account Management: Andrew Restieri and Janie

Dickerson

Advertising: Jacob Entenman and Rachel Stamler-

Jonas

Social Media: Andrea CanizaresFernandez and

Mahek Tulsiani

Sales/Promotions: Max Beer and Matthew

Kestenbaum

Public Relations: Kali Skatchke and Fergus Inder

Graphic Design:

Alex Bird

Jason Yuan