Bam!
Brand Creation project (Capstone)
BAM is an annual song‑cycle theatrical concert that changes theme each year while celebrating Black music across time within a cohesive narrative arc.
BAM is an annual song‑cycle theatrical concert that changes theme each year while celebrating Black music across time within a cohesive narrative arc.
Phase 1: Social Media & Branding
Phase 1: Social Media & Branding
What is BAM?
What is BAM?
This will be a three-year, three-phase plan to expand BAM into an independent production company where they produce shows annually every February all over the country.
This will be a three-year, three-phase plan to expand BAM into an independent production company where they produce shows annually every February all over the country.
THE Pitch
THE Pitch
Marketing Strategy
Marketing Strategy
COMMUNICATION OBJECTIVES
COMMUNICATION OBJECTIVES
Premium, Black-Centered theatrical concert - still accessible
Grow awareness beyond SCAD into NYC & touring markets
Convert interest into ticket sales & repeat attendnce
Premium, Black-Centered theatrical concert - still accessible
Grow awareness beyond SCAD into NYC & touring markets
Convert interest into ticket sales & repeat attendnce
KEY INITATIVES
KEY INITATIVES
Always-on storytelling - clips,alumni journey, Meet the company
Trageted ads in each expansion market
Push around 54 below residency & touring season
Partnerships with Black cultural organisations, churches & schools
Always-on storytelling - clips,alumni journey, Meet the company
Trageted ads in each expansion market
Push around 54 below residency & touring season
Partnerships with Black cultural organisations, churches & schools
4X
4X
Posts per week
Posts per week
IG - TikTok - Youtube
IG - TikTok - Youtube
5%
5%
Engagement Rate
Engagement Rate
Target by end of Phase 1
Target by end of Phase 1
+20%
+20%
Follower Growth
Follower Growth
Combined social following
Combined social following
2/ mo
2/ mo
Alumni Spotlights
Alumni Spotlights
+ 1 director interview / month
+ 1 director interview / month
Phase 2: NYC Cabaret at 54 Below
Phase 2: NYC Cabaret at 54 Below
Grow email list & owned Audience data
Build strategic partnerships to expand reach
Increase repeat engagement from existing followers
Grow email list & owned Audience data
Build strategic partnerships to expand reach
Increase repeat engagement from existing followers
Phase 3: Touring to Other U.S. Cities
Phase 3: Touring to Other U.S. Cities
KPIs
KPIs
75%
75%
TICKET SALES
TICKET SALES
Sell Through
Sell Through
80% of seats sold per market by season end
80% of seats sold per market by season end
+20%
+20%
REVENUE
REVENUE
YOY growth
YOY growth
$150k season revenue goal across all performances
$150k season revenue goal across all performances
+30%
+30%
DIGITAL
DIGITAL
Followers
Followers
5% Engagement - 100K video views - 3-5% CTR on ticketing
5% Engagement - 100K video views - 3-5% CTR on ticketing
40%
40%
AUDIENCE MIX
AUDIENCE MIX
Returning
Returning
25% students - 35% local -20 % tourists, and 20% Industry
25% students - 35% local -20 % tourists, and 20% Industry
10+
10+
PRESS % INDUSTRY
PRESS % INDUSTRY
Press mentions
Press mentions
50+ industry attendees across NYC & all touring stops
50+ industry attendees across NYC & all touring stops
