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.
Phase 1: Social Media & Branding
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.
THE Pitch
Marketing Strategy
COMMUNICATION OBJECTIVES
Premium, Black-Centered theatrical concert - still accessible
Grow awareness beyond SCAD into NYC & touring markets
Convert interest into ticket sales & repeat attendnce
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
4X
Posts per week
IG - TikTok - Youtube
5%
Engagement Rate
Target by end of Phase 1
+20%
Follower Growth
Combined social following
2/ mo
Alumni Spotlights
+ 1 director interview / month
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
Phase 3: Touring to Other U.S. Cities
KPIs
75%
TICKET SALES
Sell Through
80% of seats sold per market by season end
+20%
REVENUE
YOY growth
$150k season revenue goal across all performances
+30%
DIGITAL
Followers
5% Engagement - 100K video views - 3-5% CTR on ticketing
40%
AUDIENCE MIX
Returning
25% students - 35% local -20 % tourists, and 20% Industry
10+
PRESS % INDUSTRY
Press mentions
50+ industry attendees across NYC & all touring stops
