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John Paul S. LacapMarketing DirectorMilton Theatre
"Facebook Beyond Small Town Borders: The Milton Theatre Story"
The Milton Theatre in a nutshell…
- Built cir ca 1910- Star ted as a movie theatr e- Reopened 2014- 320+ events booked in 2019 - Seats 232- Pr esenting venue for differ ent evets
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2014800 page follows (est) 2019 (February 28)
6,624 page follows728% increase
Milton population:2,756
Post Reach: 31,525* (organic)
Post Engagement: 5,267* (organic)
Ticket clicks:768*
*weekly
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How we stack up?
6,624 page follows
3,981page follows
6,787page follows
27,009page follows
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Keeping our audience engaged
Median Live Theatregoer:
- 41.7 years old- Female- College
educated- Annual
household income : $222,120
(source: Playbill)
Median Milton Theatre patron:
- 55 (above)- Female
(source: internal survey)
30% - Lewes20% - Milton20% - Rehoboth Beach30% - others
OPPORTUNITY:- Delaware is fast becoming a prime
retirement destination (currently ranked 9th nationwide)
- Older adults use of Facebook continues to grow (source: AARP)
- Sussex County alone will add 4,000 new addresses in the next few years. Mostly targeted for seniors
CHALLENGE:- Behavioral patterns of seniors on
Facebook are very different
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How we’re different and how we take advantage
FACEBOOK MARKETING “TIP”: Peak usage - Weekdays from 1-4PM
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How we’re different and how we take advantage
Social Media Influencers Pro “Tip”: Do not post more than twice a dayMilton Theatre: 4 average posts a day with a set schedule
Between 8 - 9AMEvent Announcement
Between 11 - 12 pmEditorial
Between 1 - 4 pmPoster
5PM and beyondVideo
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How we’re different and how we take advantage
Older social media users spend time reading text and details
FACEBOOK MARKETING “TIP”: No or less text on images
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Know what sets you apart from the others
INDUSTRY TREND: The future of venue programming is variety“There’s always something for everyone!”
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Double down on your brand identity
The shows for our target demographic gives us room to experiment and expand our programming
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