Co-Director of Marketing
March 2023 - January 2024
Evanston, IL (On-Campus)
Problem Statement:
How can The Dolphin Show differentiate its production of Kinky Boots from other companies' versions while preserving its brand identity, engaging a broader audience, and delivering a unique and memorable experience?
The Dolphin Show at Northwestern University is a non-profit student theatre organization that annually produces the largest student-produced musical in the country. It celebrates the diverse talents of the Northwestern undergraduate community by providing opportunities to learn and excel in all artistic and administrative fields. The Dolphin Show presents a professional-caliber production, while involving the community through outreach.
I joined The Dolphin Show as a freshman for its 80th Annual production, Matilda the Musical. In that show, I worked as the Director of Advertising under Ryan Nguyen ('24) and Lauren Gunn ('24). For the 81st Annual Dolphin Show, Kinky Boots the Musical, I served as Co-Director of Marketing alongside Ashley Qiu ('26). Currently, for the 82nd Annual Dolphin Show, R&H Cinderella, I am pursuing the role of Business Producer, with Rachel Olkin ('25) as my Artistic Producer.
Marketing Pitch (Summer 2023)
Created branding, promotion plan, and budget for the year
Visual Branding (Spring 2023 - Summer 2023)
Worked with the outsourced graphic designer to develop visual branding elements that capture both the essence of Kinky Boots and Dolphin Show's identity. We landed on the combination of red (for Kinky Boots) and purple (for Northwestern) with strong spotlight and several shiny elements that fit the glamorous, fun, and sparkly visual image we wanted to deliver!
PR Outreach (Fall 2023)
Research on-campus/off-campus newsroom and distribute PR package for a featuring article
Read articles from The Daily Northwestern & Evanston Roundtable
Paid Advertising (Winter 2024)
Strategize budget and platform for paid advertisement across various platforms such as Meta Ads, Chicago theatre audience community, Chicago parents community, and Northwestern's on-campus advertisement opportunities
7 days Meta campaign result:
15k reach
36% post engagement
32.6% engagement
$0.32 cost per click (15% lower than target)
Targeted Email Marketing (Fall 2023 - Winter 2024)
Edit the email copy, format it in MailChimp, and send it to the mailing list. Track open rates and click-through rates (CTR) to manage the list and strategize content
Promotional Photoshoot (Winter 2024)
Headed concept design and logistics of the promo photoshoot; Directed the scene while the photoshoot happened
Poster & Playbill Design, Print, and Distribution (Winter 2024)
Show Week Instagram Promotion (Winter 2024)
Utilize show pictures, audience reviews, and press quotes for a final push in ticket sales, leading to a successful sell-out of the finale
