Philosophy Communication Wins PRSA Grand Gold Pick

Summary of the Situation
When the creators of a unique play, Girls Only – The Secret Comedy of Women, approached Philosophy Communication about handling the show’s media relations, we knew we had a creative goldmine of a client. The play, written by two Denver actresses, is a lighthearted romp through all things girly, drawing on universal experiences of women. The show had run previously at a Canadian comedy festival with a positive reception, and the creators felt certain it had national appeal in the U.S. They had planned a six-week run beginning mid-January in a small 120-seat theater in Denver, with hopes of attracting a national production company to take the show on the road. They had a small budget and a few basic postcards to promote the play. Other than that, media relations would be the only external push to sell tickets. With a small budget and little time before the show’s opening night, Philosophy knew that they had to produce results for this client very quickly.

Strategy and Tactics
Philosophy’s strategy began with a creative media campaign to create buzz for the show. The media kit took the shape of a memory box, an idea drawn from a scene in the play, during which the actresses pull items from their old memory boxes and recount stories to the audience. The press kit was filled with fun, silly, and of course, girly, items to intrigue the media, along with informational pieces that provided key details about the play. The memory box press kit not only gave reporters insight into the production, it also grabbed their attention, sparking widespread media coverage of the play. This tactic also helped to communicate what the play was about to male reporters who received the press kit but couldn’t attend the play (the play, literally, was for women only; no men were allowed).

Results
Philosophy’s media relations campaign for Girls Only surpassed the expectations of everyone involved. By the end of the campaign, we had exceeded each goal for this play and positioned the creators to enter into a national production agreement.
The intense media interest resulted in 28 placements in less than two months, including multiple feature articles and broadcast segments.

Philosophy’s goal was to sell 80 percent of available tickets. Because of the widespread coverage, Girls Only sold out every show of its original six-week run within four days of opening night. The revenue from ticket sales for the first run was nearly 15 times the investment.

Our work with production companies resulted in offers from more than one production company, giving the creators an opportunity to negotiate from a firm position. Girls Only signed a deal with Denver Center Attractions to produce the show for an extended run in Denver and a subsequent national tour.

The media relations campaign generated unprecedented media coverage for a small, locally produced play. Everyone involved agreed that the money was well spent.