While video content is all the rage in social media marketing campaigns, strong print collateral is still very much a key element in your marketing mix. It's important to be clear about the intention of print collateral and recognise space is limited, so keep your messaging punchy and succinct.

Generally print collateral aims to drive audiences to buy tickets online or simply show up on the night. Posters and flyers should spark interest to find out more! Save listing cast and crew credits and all your fabulous media quotes for your website or printed program. Unless, of course, if there is a well-known name that will guarantee to get audiences' attention. With this in mind here are the key things to include in your brief.

Poster

  • Presenter line (as negotiated in your contract)
  • Production title
  • Playwright or creator of the show (if required)
  • Key media quote OR 10 words to explain the show
  • Space for key performance info (Day, Date, Time, Venue, Address, Ticket price, how to book)
  • Logos (allow space for venues to add theirs)
  • Text acknowledgments and photographer credit

Flyer

  • Presenter line (as negotiated in your contract)
  • Production title
  • Playwright or creator of the show (if required)
  • Key media quote
  • Marketing copy (max 100 words)
  • Space for key performance info (Day, Date, Time, Venue, Address, Ticket price, how to book)
  • Logos (allow space for venues to add theirs)
  • Text acknowledgments and photographer credit

You should also give your designer some direction on typography and style. Is it contemporary or traditional, clean or vintage? It's also helpful to provide examples as a guide.

Take a look at this Cypher brief and the final product!

For more visual and graphic design tips, check out our Marketing by Design article.