We’re going to walk step by step through filling out a marketing plan. You can use our template here to do this or make your own.

Melbourne Fringe Marketing Plan Template.docx

Step 1: Objectives

What does success look like for me?

What do you want to achieve? Are you trying to sell tickets? If so, how many? Are you trying to get reviewers into the show? Are you trying to raise your profile in the arts scene, or grow your following? Pick the top 3 goals you want to achieve by putting on this event.

Objectives

Example:

To sell a total of 500 tickets across the season, with 25% sold before the season starts.

Step 2: Audience

Who is the target audience for this show?

Who is likely to go and see your event, and who do you want to be seeing it? Hot tip, the answer to this question is never ‘everyone.’ You need to think in terms of the specific demographics who will respond to the themes, ideas, and form of your show, e.g. a show about TikTok is going to be most appealing to an 18–25-year-old market.

Here are some more examples of audience groups:

• University students (undergrad, post-grad, international?)
• Artists (which type? Dancers, actors, directors?)
• Media and reviewers
• Touring delegates
• Interest groups (Is your show about a particular issue that might attract a particular group, e.g. climate activists?)

Once you’ve narrowed it down, go even further and outline each group’s demographics and behaviour. Note: you might need to generalise and there may be some guesswork involved.