The project focused on developing a strategic marketing plan for Abigail’s Party at the Kingston Rose Theatre, ensuring alignment with the client’s needs. After conducting secondary research and attending a theatre presentation, clear goals and objectives were established while maintaining clarity to avoid misinterpretations.

The DRIP strategy—Differentiate, Reinforce, Inform, and Persuade—was applied to position the theatre effectively, highlight past successes, increase awareness, and drive attendance. To ensure an engaging and structured presentation, the AIDA model—Attention, Interest, Desire, and Action—was used, making complex ideas more accessible and persuasive.

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A key aspect of the approach was integrating realistic, actionable marketing strategies tailored to the theatre’s resources. Watching the play firsthand allowed for the creation of content that resonated with the target audience.

In the consumer acquisition section, mockups were developed to translate abstract ideas into clear, visually compelling representations, enhancing understanding and impact. Additionally, the presentation layout was carefully structured to maintain visual consistency and professionalism.

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Balancing a structured script with dynamic engagement was a critical consideration throughout the process. While the script provided direction, adaptability was key to maintaining a natural and interactive approach, particularly during discussions and Q&A sessions. This experience reinforced the importance of combining strategic thinking with creative execution, resulting in a compelling, results-driven marketing plan that effectively addressed the theatre’s challenges and objectives.