Mother Courage And Her Children
The University of Oregon Theatre partners with Allen Hall Advertising on their production advertising. This account poses opportunity and room for creativity, constantly trying to find new ways to reach out to the student body and surrounding community. With a team is full of suggestions, we quickly learned the limitations of advertising productions on campus. While overcoming those hurdles, here are some executions I was able to implement.
Media: Digital, Print, Nontraditional
This production took place in winter towards the end of the term while many students are finding themselves cramming for tests and loading up on caffeine. I decided to purchase enough custom coffee sleeves to be spread throughout coffee shops on campus before and during the first few weeks of productions.
We placed ground stakes throughout popular walkways to class buildings to bring attention to students and staff. We purchased 20 to be spread around the campus.
Banners were placed both around campus and the surrounding Eugene region. This particular banner was hung off the hub of student education on campus, the Erb Memorial Union. This functions as the popular student union with high foot traffic on a daily basis. Another banner was hung on 13th street, the main street that runs through campus. These were hung prior to the premiere and carried through the first few weeks of the production.
A 1/4 page color ad was placed in the school's newspaper, The Emerald for the week before and week of premiere for the production. The goal was to reach an intellectually-fueled psychographic in the region. The newspaper serves as the go-to for informational events and opportunities on campus.