Market Branding of Color Based on an observation of current shows and modern marketing techniques, a conclusion can be drawn that the promotion of most theatrical properties (revivals and new shows) is hardly modern in approach. Today's theater seems to rely on the same avenues taken years ago. Why fix it if it ain't broken? It's not that it's broken, it just hasn't exploited modern promotional techniques to the fullest, especially in the launch of a brand new property not attached to a marketing Goliath such as Disney. COLOR will employ cutting edge marketing tools in conjunction with tried and true promotional techniques, like those utilized by the film and music industry, to conquer and cut through the barrage of competing entertainment options and capture the public demand for entertainment value and their entertainment dollar. Specific marketing techniques will include:    • The creation of a "behind the scenes" environment for the mounting of the play. Allow the media access to actors and key creatives (limited and controlled) to "follow the story". Send actors into the community to do interviews and talk to schools, community service organizations, etc... Start a grass-roots approach in the "launch community" forming a buzz as the play is in development. Eventually, produce a "making of" video that can be used as a promotional tool.    • As the open approaches, air exciting commercials featuring contests where locals can not only win VIP tickets to see the play (giveaway cross-promotion with existing media outlets and retailers), but win a chance to "act in the play". A cameo position would be cast each week to feature a member of the community, eventually placing recognized "community celebrity figures" in the role. This role(s) can be utilized in every community the play runs in, including New York.    • Merchandise (hats, t-shirts, programs, etc..), to be used as sale items on site and giveaways in the community through the local and regional media.    • A website will be designed to promote the show, to link with casting call sites for potential performers, and to pre-sell and sell tickets to performances.    • Traditional avenues will be exploited through television, radio, outdoor and newspaper.    • Future possibility: Corporate sponsorships through product placement, advertisements, etc…    • Advance development of marketing/branding materials will be used in future markets, eliminating the need for creative re-development costs each time the show is moved. © COLOR, copyright 2003, John Bankhead. All rights reserved.