Key Campaign Activities

Digital Content: The campaign utilized dynamic storytelling across Instagram and Facebook to engage multi-generational audiences. Efforts included countdowns, video teasers, cover art reveals, IG visualizer clips and stills, and post-launch performance tie-ins. A private Facebook group was originally launched to centralize early community conversations and ticket promotions, followed by the official Instagram launch with tribute artwork and signature branding. Ongoing content included artist collaborations, behind-the-scenes videos, and topical posts aligned with real-time cultural moments like heritage celebrations, Women’s History Month, Mother’s Day, or Broadway debuts. Blog features and YouTube teasers also expanded reach across digital platforms.

Media & Press: Targeted email and SMS blasts were sent to a curated list of supporters, including community leaders, performing art students, professional arts workers, and art enthusiasts and superfans—especially those who attended or donated to prior programs. The press strategy included founder interviews, artist Q&As, and coverage in outlets like Playbill, BroadwayWorld, and The Daily Beast. Trend tracking helped align key messages with major cultural events, amplifying the campaign during cultural or commemorative moments and high-profile Broadway announcements—to deepen relevance and visibility.

Grassroots Outreach: Grassroots outreach was core to the campaign’s early success, beginning with oral announcements and ticket promotion through local church organizations, particularly via board member Bishop Dr. Derek A Roberts. Flyers, tabling at community events, and student ambassador programs helped engage musical theater circles and emerging performance communities in both NJ and NYC. Community members activated their peer networks at open mics, college theaters, and venues like Club Cumming, and 54Below, turning word-of-mouth into a measurable driver of awareness and ticket sales.

Community Engagement: Engagement efforts emphasized two-way participation with audiences through IG-live interviews, repost prompts, and fan-driven challenges like tribute quotes and fan art. Artist collaborators and online supporters were encouraged to repost, review, and share the content. Limited-edition merch giveaways (tote bags, T-shirts, stickers) were offered as early RSVP incentives or during online challenges. Live tribute events celebrating women like Melba Moore became both cultural moments and tools for deeper audience connection, supported by student ambassadors offering college group discounts.

Experiential Touchpoints: Content was created in tandem with live performances and rehearsals to extend the reach of the tribute concert series beyond the stage. These performance tie-ins were amplified by artist collaborations and teaser clips coordinated around ticket surges. Recap content, including behind-the-scenes videos and live footage, extended the campaign lifecycle across social media platforms. Post-show meet-and-greets fostered a sense of exclusivity and community, while brand and school partnerships served as immersive access points for new audiences.