Northern Minnesota Community Arts Center

This document seems intimidating,

but at least 15 members of BCT have carried out these responsibilities and survived.

Seven of those gathered for discussion and created this list.

To distribute information in a way which will result in getting the largest possible audience to attend this show.

Objectives, requirements, advice and hints

APPENDICES

I Many outlets for publicity

II Time schedules

III Posters

IV Places to distribute publicity

V Scheme for distribution

VI The "crawl" on cable TV

VII Using Chat-A-Bout

VIII Public service announcements

IX What’s happening & North Country Scene

X Newspaper articles

XI Newspaper photos

XII State of the Arts column

XIII Region II Arts Council mailing list

XIV BCT phone and address list

Getting various tasks or "contacts" accomplished as quickly as is necessary. (see Appendix II)

Clear expectations with people who are providing you with things you need.

Connecting with the Production Manager and Stage Director for their wants and needs.

Helpers who assure you that they have everything under control, but who wait till the last

minute, and then feel overwhelmed "Time is of the essence" in publicity work.

Checking and re-checking with everyone.

Don’t assume that something will be done. Be aware, check and re-check.

Beware of TIME. It is your biggest enemy. One moment, you have weeks and weeks, the next

moment, everything has to get done.

Do not underestimate the amount of time it will take to do this job, nor overestimate the amount of

time available before opening night.

Do not procrastinate. You may be able to work best when you are up against a deadline, but it will

make your co-workers very uneasy.

Don’t try to take on all problems by yourself. If you need help, make some phone calls.

(use Appendix XIV)

"Cover your backside". Don’t leave yourself exposed to the results of failures-to-perform by those

with whom you are working.

Remember that these multiple responsibilities are spread over 5 or 6 weeks. Pace yourself, you

are only human! !

The display inside the theater lobby

"Mug-shot" photos for the tabloid program; - or the editorial content of tabloid program

Talk with Production Manager about your over-all budget.

Depending upon the character of this particular show, evaluate which methods of publicity are

appropriate, evaluate the cost-benefit relationships, how much of each method to use.

(see Appendix I)

Obtain commitments from Production Manager about the basic facts of the show:

what theater space; performance dates; starting times; ticket prices; ticket sales outlets.

Obtain artistic information from the Director such as: author; names of actors; synopsis of the

story, or an attention-getting "come-on" narrative which leaves the customer wanting to know

what eventually will happen.

Look for the "angle" or the "hook" which can be the basis of news articles, photo captions, etc.

Arrange for: poster artist; - program editor; - helpers to distribute posters See Appendices III; and V)

If you find out-of-date information in this handbook, please make corrections in the margins, and

note the date of the correction.

There is a conflict between "keep the costs down" and "create the biggest audience possible".

Our recent plays have spent from $150 to $500; - resulting cost-per-customer from 17¢ to $1.43

Our musicals have spent from $200 to $550; - resulting cost-per-customer from 13¢ to 28¢

Make $10 or $50 decisions yourself, talk to the Production Manager about the bigger kind.

Work with the BCT treasurer about getting the bills paid.

A schedule for this show which shows the dates: (see Appendix II)

• when various contacts must be made,

• when various information must be supplied to appropriate media,

• when things like posters and programs which involve work by other people must be ready and

in your hands.

Arrange for artists, photographers, program-editors who need to produce materials in a timely way

These should be in almost ALL announcements. (see Appendices III - VI - VIII - IX - X)

Name of play, type (comedy, drama, mystery, etc), dates, times, location, price, where get tickets, an interesting synopsis which leaves the reader wanting to see the show. There can be both short and long versions of this.

Keep yourself "on top of" the process, so that tough situations don’t become unmanageable.

Create your own time-line for major steps along the way. Communicate it clearly to your workers,

so they know what is needed. If you don’t have a plan, why should they have their own plan?

(see Appendix II)

Make every attempt to prevent publicity problems from distracting the Stage Director and the

actors. They need to be able to keep focused on their performances.

Have the courage to make necessary decisions, after short but thorough research.

Go quickly to the Production Manager if you need help.

Repeatedly thank people for what they are doing to help the show.

Have the people report back with information as to which places took big or small posters, took tabloids, only allow in the "break room", etc. Add this information to the packet for the NEXT Publicity Manager.

Be sure the distributors identify themselves as Bemidji Community Theatre. Some places are fussy about whose posters they allow.

Distributors can work in teams of two, one to drive, and one to quickly "hop-out" and make the delivery.

See a sheet enclosed which is instructions from Elaine Hazard to Distributors.

ASAP Talk to: BCT Production Manager, poster artist, tabloid editor, post-office clerk,

print shops, Region II Arts Council, Paul Bunyan Playhouse

days

before

opening

22 first contact with Pioneer ad sales; - artist gives art work to you; -

IF a big show: hand deliver article and submitted photo to Pioneer

21 create a display in a front-wall case at Paul Bunyan Playhouse

20

19

18 print shop delivers posters and flyers, also tabloids; - call Jerry B or Steve R re: KAXE

IF a big show: hand deliver basic facts to Chamber of Commerce

17 mail to Channel 9-TV; - start calling Monte Draper

16 distributors receive posters and tabloids; - mail out flyers

15 hand-deliver article to BuyLine

14 posters & tabloids are on the street; - hand-deliver to Channel 2-TV; -

call NorthLand News TV.

13

12

11 hand-deliver to: C of C, and Pioneer; - mail to: MPR-KCRB and area newspapers; -

put-up marquee at PBP; - call Mardy/Todd; - plan w/Director re : Monte’s photo

10

9 arrange for a list of callers to KBUN ChatABout; - maybe a photo by Monte D

8 hand-deliver to KBUN and MIX 103

7

6

5

4 last date to put-up marquee at PBP (or) sign at BSU Bangsberg

hand-deliver to Pioneer (North Country Scene)

3 last day for a photo by Monte D.

2

1

OPENING NIGHT

We suggest that many items be hand-delivered. This is best because you KNOW they received it, and because you can discuss any confusion or problems with the receptionist. If this is absolutely impossible due to your employment, then get the items into a mail drop-slot at least two days prior to the hand delivery date. Call each office first to learn their correct mail address, unless you have a reliable listing. Many businesses use PO Boxes instead of their street address.

big posters

posters are NOT "art projects"; - they exist to impart information; - BUT they should be

easy to read, attractive and carefully executed (see Appendices: III; IV; V; XIV)

multi-color inks are usually not worth the cost

Gregg Wilimek is a good person to ask to create posters.

arrange with artist to provide to you finished "copy" 20 - 22 days prior to opening

create a list of places to distribute big posters, small posters, tabloids. divide this list

among your distribution-helpers.

order 50 - 100 copies 11" X 17" size; - this size is better as "eye-catchers"; but cannot be

placed in many locations

can be printed at BSU print shop 755-3921 at lowest cost (usually 5¢ -8¢ each)

other print shops: Ink-Spot, Quick Copy

find out how much lead-time they need to deliver finished job by 17-18 days prior opening

get them into hands of distributors 16 days before opening

should be distributed and posted 14 days before opening

see sample of instruction sheet for distributors

small posters

these are most useful

display any place where people will see them

can be on either 8.5" X 11" or 8.5" X 14" paper; - order about 200 - 400 copies

provide about 5 to each person in cast and production staff for them to utilize

tabloids

a good thing; - photos and biographies of participants brings in the friends who know our

BCT folks.

distribute from 1000 to 2000, depending upon the expected audience

provide ten or twelve to each member of cast and crew for their friends and relatives

place in professionals’ waiting rooms, and where-ever people gather or pause

consult with Production Manager to decide upon the value of mailing these instead of

"flyers". Ask Tabloid Editor about design of outside page for address and stamps.

arrange with tabloid-editor to receive these 17-18 days prior to opening

if distributed: see above

tell BCT mailing-list clerk what mailing labels you’ll need a week or so beforehand

if mailed: consult with P.O. to learn when need to be at P.O. to be received 14 days prior

check on P.O. requirements for grouping by zip code, etc.

mailer-flyers

use a shrunken version of the poster, PLUS a "blurb" about the show, and a list of

actors and staff

consult with the Production Manager about the possibility of saving some postage by using a

postcard announcement.

print our return address on the back (2024 Birchmont Dr.), & then in bold print, the words:

Address Service Requested. This requires some planning about folding them to get

the return address in the correct location.

can be printed at BSU print shop 755-3921 at lowest cost

other print shops: Ink-Spot, Quick Copy

find out how much lead-time they need to deliver finished job by 17-18 days prior opening

tell BCT mailing-list clerk what mailing labels you’ll need a week or so beforehand

deposit at post office lobby drop-chutes 15 or 16 days before opening

channel 2 "crawl" Midwest TV

watch other notices to learn effective statements (see Appendix VI)

who, what, when, where, price

should run for 7 - 10 days before opening; - till day of closing; - tell Ch2 dates it should run

hand-deliver into their office 14 days before opening

channel 9 calendar

who, what, when, where, price

should run for 7 - 10 days before opening; - till day of closing; - tell them dates it should run

mail to their office 17 days before opening

Northland News at Ten

call them at least 14 days before opening to find out how to work with them 751-3407

send announcement to 720 Hawthorne Ave., Alexandria, 56308; - 14 days before opening

radio interviews "Chat- A- Bout" and KAXE (see Appendix VII)

• KBUN: - call about "good" days to call-in to tell interesting things about the show.

call Mardy Karger or Todd Haugen to learn how to work with them 11-12 days prior open

contact several people who are connected with the show, and who are "good talkers", then

make & distribute a schedule of daily calls to Chat-A-Bout, to give the basic facts.

• KAXE: - ask about making a taped interview. Our members Jerry Bourbonnais or Steve

Ross are good contacts with KAXE

call Jerry or Steve 16 - 18 days prior to learn how to work with them

KAXE Station employee: Scott Hall (218)326-1234

give the basic information: who (BCT); - what (name of show); - when (dates and times); -

where; - why (what’s good about the show); - how (ticket price and location)

(see Appendix VIII)

hand carry neatly typed basic facts and a one-sentence "blurb" to their office 8 days prior

office is corner of 5th and Beltrami

You can ask them to give away 6 -10 tickets to opening night. Decide with them how to

handle the process. (see Appendx VIII, page 4)

Public Service Announcements: Roger Paskvan’s stations KKBJ, MIX 103, COUNTRY 98

see above (and Appendix VIII)

hand carry neatly typed basic facts and a one-sentence "blurb" to their office 8 days prior

office is 2115 Washington Avenue SE (near Calvary Lutheran)

Public Service Announcements on public radio KCRB and KNBJ

see above (and Appendix VIII)

mail neatly typed basic facts and a one-sentence "blurb" to their office 10 days prior

mail address is: PO Box 578 Bemidji 56619

Region II Arts Council Newsletter

goes to several thousand folks in NW Minnesota. needs the basic facts and a small "blurb".

extremely long advance lead-time.

editor is Jeannie Edevold Larson 751-3934

or call office as quickly as possible to learn their deadline, and proper address 751-7447

Pioneer What’s happening

weekly on Friday in the TV schedule; - carries info up to 3 weeks in advance

look in Pioneer TV schedule for samples of what is needed (see Appendix IX)

should appear the Friday before opening (a week before that for an important show)

deadline is noon of the Monday before the Friday when you want it published

contact must be "Carol" at Chamber of Commerce office near Paul and Babe

best results is to hand-deliver to C of C to Carol (the Pioneer does NOT accept these)

Pioneer NorthCountry Scene

daily listing on top of page two; - carries info about "today" and "tomorrow"

look at Pioneer page two for samples of what is needed (see Appendix IX)

best results by hand-deliver to their office near Eagles Club; - addressed to "Editor"

or to reporter = Bobbie Greiner, PO Box 455, zip 56619 / phone 751-3740

get it to them by Monday before opening

Articles in Pioneer (blurb)

give them the basic facts (who, what, when, where, why, how) and something which will

grab readers’ interest. Every story needs a "hook" to grab the readers. The reporter

will write the final story. (see Appendx X)

every show should have one of these about ten days before opening.

get it to them about 12 days before opening

Also another (and different) one about one or two days before.

BIG or importantly different shows should get a early first "blurb" about 20 days before

opening, get this earliest "blurb" to them by 22 days before opening

best results by hand-deliver to their office near Eagles Club; - addressed to "Editor" or to: Reporter = Bobbie Greiner, PO Box 455, 55619 / 751-3740

Article in BuyLine (see Appendx X)

this paper will use an article if it is different from the one submitted to the Pioneer.

the paper appears on Wed., so the article runs either 2 days or 9 days before opening.

get it to them 14-15 days prior to opening. office is on 2nd St., just west of Beltrami Ave.

Photo (s) in Pioneer

this could be scheduled to appear either the Sunday before opening, or else on Wed. or

Thurs. before opening. (see Appendix XI)

Monte Draper has always been very cooperative about taking a good photo. He is busy and

does not like to wait at a rehearsal while you figure out what you want to do.

talk with the show’s Director to be ready for Monte with a couple of attractive scenes to

pose, and be able to give him the names (properly spelled) of those in the photo.

provide a typed sheet with the vital data about the show, and one or two sentences which

will be interesting to the reader.

call Monte Draper at the paper or at his home at least a week before you want the photo

taken. Keep calling him if he does not return your call in 24 hours.

He is a real sweetheart, treat him nicely and he will work wonders for you.

Also: we can submit photos taken by ourselves. They are called: "submitted photo".

Color prints are OK, but they must be sharp and clear, and must be "contrasty" (like a

good black-and-white photo) Show some action or conflict. Provide information for

a caption. Tell the paper a range of dates when you would like to have it appear.

State of the Arts Column in Pioneer

call Jeannie Edevold Larson 751-3934 as early in the process as you can. Discuss if she has

any interest in this show for her column. What "hook" can she use which will be of

interest to her readers? Whether or not she can use any information or not, send her

a couple of complementary tickets (actually a letter which she can exchange for

tickets on the date she wishes). The better she is informed about our shows, the

better for us in the long run. (see Appendix XII)

Paid ads in Pioneer

there are unresolved questions about whether these are cost-effective.

consult with the Production Manager to make this decision.

arranging several ads as one order placed at one time, and ten days in advance, costs much

less than placing them one at a time, or immediately before the desired date.

ads must be big enough to attract attention (two columns wide, and at least five inches high)

be sure to insist on an appropriate location within the paper (not with the lumber yards).

page two is the recommended location.

should run Sundays 12 days, and 5 days before opening, and while on stage.

make your first contact with an ad salesperson 22 days prior to opening

try sales clerk: Brenda Severson, 751-3740

Review-type letter to the editor

make arrangements with two friends who are good writers: one should see the play opening

night. if the other one cannot go opening night, then the day after opening.

have these two people who see the show, then each write a personal letter to the

editor describing the show, pointing out aspects which were very satisfying.

mail them quickly, but a day apart. One or the other will probably get printed.

one should mail their letter on Saturday, and the other on Monday.

correct address is "Editor; Pioneer, PO Box 455, Bemidji, 56619

News Releases to neighboring communities newspapers

(see Appendices VIII: - X; - XIII)

send the basic facts and a brief but effective descriptive "blurb" to many papers.

learn their addresses one way or another, and mail these 10-11 days before opening.

Bagley, Blackduck Walker for sure, Cass Lake and Park Rapids if locals are in the show.

Warroad, Baudette, I. Falls have sent patrons to us.

Grand Rapids if it is a big or unusual show. Fosston won’t accept this sort of publicity.

BSU electric signboard on Bemidji Ave.

limited to very few words, but a lot of people see this sign.

should run for 7 days before opening, and while on stage

thru Al Nohner’s office 755-2041 e-mail to: shendricks@vax1.bemidji.msus.edu

at Paul Bunyan Playhouse:

big lettering over the entrance as soon as the previous show closes.

Use of at least one street level display case two or three weeks in advance.

make this display attractive and eye-catching.

talk to Karen Moe at 751-0752 at least 22 days before opening to make arrangement

at BSU Bangsberg Hall:

big signs painted on 4ft X 8ft "flats" can be hung on the grid over lobby entrance.

talk to our Production Manager about making arrangements

short "cameo" performances in public places

at meetings of local groups, in the lobby of the Mall, etc.

at a session at the Headwaters School of Music and Arts.

questions exist if these are worth the trouble, involving the performers, making plans, etc.

this is between you and our show’s Director