FLC Theatre
The Fort Lewis College Theatre department produces three to four events each academic year. The season’s productions are identified in the summer, rehearsals kick off at the start of classes in September, and the events themselves take place in October, February, and April. Each performance relies on considerable marketing across many different channels, including large format banners, printed advertisements and programs, and digital marketing.
Challenge
Traditionally the marketing for shows was initiated by the individual directors, which meant the requests were inconsistent, disorganized, and creative-intensive often at an unrealistic turnaround. The process left both the marketing team frustrated and the theater faculty distracted from the production of their shows.
Solution
My team created an annual design system for all Theatre productions. The process opens in the summer with subcontracting an illustrator to create custom key art in a related series of artwork for the entire season’s productions. In the early fall, the department uses a comprehensive punch list that indicates all the materials and formats needed for each show. With the key art in place and a template library for every type of marketing piece, the materials are executed easily and turned around quickly once the few details of dates and times are confirmed. The system is significantly more efficient and creates a suite of related, impactful illustrations that provide greater awareness to the campus and local community for upcoming shows.
