WEBVTT Kind: captions Language: en 00:00:01.199 --> 00:00:19.370 align:start position:0% foreign hey welcome to up and up this is a show created by the LTV intern team to highlight the work of emerging artists and creative entrepreneurs here in the Hamptons I'm Scarlett Lavin I go to East Hampton High School I'm a singer-songwriter and I also intern here at LTV today's episode of up and up is a LTV and Bay Street Theater collaboration where we chat with the 2022 Bay Street Theater interns today we have Bay Street theater's marketing Apprentice Casey Ingraham here with us thanks for being here Casey thank you so tell us what's it like working at Bay Street um it's been a really great experience um I have met so many people and I've made so many good connections already I've only been here for a month but um I've just learned so much in my career and skills and yeah it's a great atmosphere and everyone's it's like family now so so how'd you find out about Bay Street like how did you get yeah my advisor at Ithaca actually sent me the applications she sends us like internships and stuff and I was looking for an internship I applied in like March and I went there I think two interviews with my current supervisor and Russ's history so what about the program like sparked your interest yeah I think a big thing for me was getting to work Hands-On especially with a professional team because I got to work directly with the director of marketing and that really interests me getting more professional experience and um just reading like the requirements and everything was super interesting and yeah just getting to learn more was a big thing for me how do you come up with like concepts for graphic design I I feel that I usually what I usually do I'll just give you an example of a rundown um I am doing all the marketing for Indian summer which is like the interim production and I have to come up with literally everything and the first thing I started working on was the title treatment which is basically um the font the size the texture and the imagery so I read the script a few times I met with the director and I just sat down and really thought about the themes the messages we want to get across I sat with it probably for 10 hours and I made a bunch of different drafts took me probably a good week to come up with it but um it's just something that hits me and that's how I really discovered an interest in marketing and this kind of business is because I just feels something and then I execute it and then edit it as I go but there's just like a weird spark that I can't explain that like in every production and um film I've ever done just comes to me so walk us through the process of developing a marketing plan for an upcoming show I mean the first thing I usually do is setting up the main demographic the main Target demographic which is um like how old um gender where they're located um you know income thinking about who we're trying to retract why we're trying to attract them and reading the play obviously or the musical or whatever you're producing um and getting a good look at you know the feeling of it and how to bring that over to the actual marketing of it so usually that's what I sit with first um and then I go into you know what we're going to do to distribute are we gonna do posters Flyers radio ads and we usually just do there ever everything because you never know what's going to work I mean um but yeah it's really just sitting with um you know what you're trying to create and who you're trying to create it for and then figuring out how you want to distribute it and as a way broader than what it really is but um just to make sense how'd you get interested in marketing uh it was actually my junior year in high school we I was an AP Psychology I originally wanted to be a psychologist and we did a whole presentation on billboards about the psychological effect of them subliminally like what they do for marketing and that really really interests me brains watching people no literally so I kind of based my entire career off of a lecture on billboards um but yeah and then I've always loved theater I've always loved the Arts and I just wanted to find a way that wasn't performing because I've been performing since I was like four I started dance I did dance for like 12 years and I was I was a musical theater major but I switched just because I I felt more passionate and more sustainable doing um you know marketing and corporate what's it like typical day at Bay Street look like for you it's long day definitely but a super good day um I usually get in at like 10 um talk to my supervisor coming I get a plan for the day it's making a lot of tick tocks is a big thing I've been doing yeah I kind of like like today I mean like my day is sending a bunch of emails to the cast coordinating takeovers tick tocks um I'm doing an interview with a cast member so I spent setting up those emails and everything um talking to a lot of people about planning and getting press releases done what is the press release so press release is basically what we use to distribute the news of a show to news sources um so I wrote One recently for the cast of Indian summer which is our intern show and I just list who the cast is put their bios which is a description of who they are and what they do and we release those to newscasters and organizations that then release those further Broadway World Is A big one we work with and they're a National Organization and they release everything what we write so yeah how does the work you do at Bay Street link with the work you do like at school like how does it kind of connect yeah it's actually like extremely similar so we have this program in Ithaca it's called practicum and it's my major does it in the technical theater Majors do it too and we get to work on like the marketing or the front of house side which is like house management property management and I've been working a lot in the marketing last semester I was promotions manager this coming semester really publicly manager they kind of go hand in hand and um what I do at Bay Street is basically the same thing for promotions um I communicated with a bunch of organizations worked on you know like donations and fundraising and stuff and my first semester I was design assistant so I made all the posters and graphics for the season I made their stickers to sell concessions and this coming semester I'll be writing their press releases doing a lot of their new stuff and getting reviewers so I've literally been doing all of that at Bay Street so tell me more about like the tick tocks you guys make how is that important for Brands yeah um so I took over the Bay Street Tick Tock um I just thought it needed a rebranding um because uh again like I said about the demographic thing um it's a younger audience for tick tock I mean it's completely different than how you're going to Market on anything right because yeah but Tick Tock is really the only platform that you can go viral without them already knowing you I mean like Instagram you're really only marketing towards current followers um same with Facebook same with Twitter you know unless you pay for that promotion but Tick Tock is literally a free chance to go viral and I want to take full advantage of that and um I've watched like so many videos and like just taking so many notes of watching other brands and it's you can't take it seriously the way I've taken Tick Tock it's if they're interested they'll go on our website they'll look more but Tick Tock is really about just having fun so I don't post anything like longer than like 10 seconds and it's just current Trend you know it's really about just like scrolling on my phone and really like doing what I do in bed at night but looking at it from a different eye um so like I posted Tick Tock this morning um I did a before and after of the set it was um you know the tropics set just got built so I took a video beforehand and then I stitched it which is like putting the videos together with the aftermath or um I did a video like a week ago that went like baby viral which is what I've been calling it was like 26 000 views um and it was uh there was like a trend that was like um in another Multiverse and then you add it and I did that about um the theater has like 299 seats and I said like in Another Universe this had 300 seats and it did pretty well um so yeah I made like a big break as I would say it hasn't really happened yet but um I just have fun with it it's just something else I can do that um you know getting more research done and getting to show more of like Tick Tock shouldn't be like a minute long video of this is the history of Bay Street Theater no one's watching that no no one's going to I mean if you want to do that do it on Facebook like that's the people who would but like Tick Tock just needs to be super quick videos that people just do the same exact thing on so so how do you learn about the platforms and how to Market on each platform um really my own research um you know I'll just I'll say an account do a lingo's tick tock I mean I don't know if anyone has heard of that but they do such a good job and I follow the woman on LinkedIn who makes the tick tocks that is like the owl and they're just I just sat there like I followed it myself you know as a consumer of the brand um and I already downloaded Duolingo I have no interest in learning another language but like they were just so funny and they go viral they get like millions of views and everyone and that's what it like hit me of how to change the branding on Tick Tock because if no one cares about like a minute long video on that platform if they want to there's other ways to get then consume that how is creating content like different from platform to platform it's it's just a completely different consumer everywhere you go and it's like even myself I have every social media app and I have a different want and need every time I open each app like what I want from Instagram is not the same from what I want from Twitter and it's just really having to settle with that and take it from the mind of like you know I myself what would I want and then translate that into what Bay Street that can produce and I get a lot of other Insight you know I show obviously my supervisor what I'm going to post but I show the other interns I show my friends like hey do you think like would you comment on this would you like this and if they're like no I'm like okay why it's really you have to listen to every person and what they want on each platform because it's just you have to like when you open the app it's completely different for each and every one and you just have to remember that do you have any favorite projects you've worked on at Bay Street I'd love everything I've been doing I just I've learned so much about Adobe that's a huge program I've got to work on and I do nothing about Adobe I mean what's Adobe um so it's called Adobe suite it's like the every app that's involved Adobe InDesign is the huge we design things on there basically that's where I make the posters and everything photo Adobe Photoshop is used for kind of making the designs more thorough and more detailed it's like adding a texture adding different layers you know making it transparent and stuff like that so that's been a huge project I've been working on is just like trying to master those so what characteristics or skills should someone have to be able to succeed at marketing theaters I mean I think anyone can do anything really in this video you just have to like have the motivation and the grit and the the dream to do it so what's next for you and your short-term goals yeah um going back to Ithaca of course um I've worked looking to work more in the park school which is where I have my television major and they have recruitment night in the fall so I'm hoping to work more on their live shows and their series um I'm taking up as director of marketing for a short series on ictv which is Ithaca College television it's called homeschooled so I'm the director of marketing for that um but yeah just hoping to make it through Ithaca um happy and um as smart as I can get but I I love it there it's a phenomenal school and it's great for the programs I'm going for and for everything else so graduate do another internship um I'm going to London in the spring too it's for because they have a whole London program through Ithaca which is super super cool um yeah but just kind of get through it what are your long-term goals like what's your dream career definitely go to New York City that's the first thing I'm going to do when I graduate um and I I really want to go to NBC that's like I mean that's super super specific but MVC working in casting producing marketing anything business um NBC's always been my goal or Disney but really just any any big corporate industry in the entertainment field that I can make a difference with so do you have a website people can find your work at yeah if you go on my Instagram which is just casey.enbraham c-a-s-e-y dot i-n-g-r-a-h-a-m it's in my bio um it's a Wiki site so it's still in progress but it's done for now but it's gonna keep updating which you should follow on thank you so much for being here I can't wait to see you do in the future thank you for having me [Music] 00:00:19.370 --> 00:00:21.890 align:start position:0% 00:00:21.890 --> 00:00:24.230 align:start position:0% 00:00:24.230 --> 00:00:25.910 align:start position:0% 00:00:25.910 --> 00:00:27.710 align:start position:0% 00:00:27.710 --> 00:00:30.710 align:start position:0% 00:00:30.710 --> 00:00:32.030 align:start position:0% 00:00:32.030 --> 00:00:34.670 align:start position:0% 00:00:34.670 --> 00:00:35.870 align:start position:0% 00:00:35.870 --> 00:00:38.389 align:start position:0% 00:00:38.389 --> 00:00:40.010 align:start position:0% 00:00:40.010 --> 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