Meet a Marketer: Michael Adkins of STAGES St. Louis

This interview originally appeared in the new BroadwayWorld Monthly Marketing Update, a monthly email designed for theatre marketing professionals. In each update, we'll share data and trends from our audience, wider trends in the marketing industry, helpful tools and resources that you can use to promote your shows and seasons, and, introduce you to some of the best marketers working in the arts today.

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Michael Adkins, Marketing Director for STAGES St. Louis is a University of Mississippi graduate in Integrated Marketing Communications. Michael has been a part of the STAGES St. Louis team for three years now. Initially hired as Marketing Assistant, Michael's marketing journey landed him the department head position at the early age of 25. His strategic prowess and creativity have since led campaigns for many shows at STAGES St. Louis, beginning with the World Premiere of THE KARATE KID - The Musical. Having developed impressively creative print and digital materials, significantly increasing all social media engagement, managing all web content, coordinating publicity and overseeing 30+ advertising contracts, both local and national, Michael has solidified himself as an integral member of the STAGES St. Louis administrative team.

What is your biggest challenge marketing productions at the moment? How are you facing it?

One of the primary challenges we're currently facing in marketing our productions is balancing the needs and preferences of our longstanding audience who have been with us for almost 40 years, while simultaneously attracting new patrons. To effectively address this challenge, we're implementing a dual-strategy approach. On one hand, we continue to engage our loyal audience through traditional staples they are familiar with and have grown to love. On the other hand, we are embracing the rapid advancements in technology to reach new demographics, using multimedia marketing strategies to expand our reach and relevance. This approach ensures that we maintain our cherished relationships with existing patrons while paving the way for future audiences.

What advice would you offer to other marketers based on what is working for STAGES St. Louis at the moment?

One piece of advice I would offer to fellow marketers is the importance of patience and gradual implementation of new strategies. It's essential to understand that significant transformations don't have to occur overnight. Instead, focus on making incremental changes that steadily drive your organization toward its goals. At STAGES St. Louis, we've found that turning the wheel slowly allows us to test new ideas, gather data, and refine our approach without disrupting what has historically worked. This strategy not only minimizes risk but also ensures that both our longstanding and new audiences adapt comfortably to changes.

How do you approach designing the various assets for your campaign? Is it driven by the marketing department, the show's creative teams, or a hybrid?

When designing campaign assets, our approach is a collaborative effort that primarily draws inspiration from the show's creative teams. We believe that staying true to the artistic vision of the production is key to creating authentic and engaging marketing materials. The marketing department works closely with the creative teams to ensure that the essence of the show is captured and communicated effectively. This hybrid approach allows us to produce promotional content that not only resonates with the intended audience but also supports the artistic integrity of the production.

Why do you utilize BroadwayWorld as part of your marketing mix? 

We include BroadwayWorld in our marketing mix because it is recognized as a premier platform for news and advertising within the theater community, not just in New York but across the United States. Its extensive reach and established reputation make it an invaluable resource for connecting with theater enthusiasts and industry professionals alike.

What has been your favorite show that you’ve had the pleasure of putting together a campaign for?

Working on THE KARATE KID - The Musical stands out as a pivotal moment in my career. It marked not only my introduction to STAGES St. Louis but also the theater company's venture into uncharted territory. Collaborating on a project of such magnitude was both exhilarating and enlightening. Every aspect of the campaign, from conceptualization to execution, presented unique challenges that pushed us to innovate and adapt. The opportunity to contribute to the realization of this creative endeavor was not just professionally rewarding but personally fulfilling as well. Working on THE KARATE KID - The Musical not only enriched my skill set but also deepened my passion for the art of storytelling through strategic marketing communication.

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