From Storytelling to Story Selling: Students respond to questions from industry professionals during their marketing pitch.
At the close of the inaugural semester of From Storytelling to Story Selling — a lab course offered in collaboration with the marketing agency Situation — Tisch Drama students pitched live experience marketing plans to industry professionals.
The application-based class provided students with an invaluable opportunity to dive into cutting-edge marketing initiatives guided by eleven Situation professionals. The instructors shared real-life best practices and marketing insights that they’ve developed managing audience development campaigns for leading performing arts organizations, including Wicked on Broadway, the Metropolitan Opera, and the New York Philharmonic.
“As an agency, Situation is committed to fostering the next generation of arts marketers,” said Ella Mora, lead teacher for the course. “This group of students came to class every week with thoughtful questions, creative ideas, and a spirit of collaboration.”
Topics covered in the lab curriculum included Intro to & History of Live Experience Marketing, Agency Specialties: Social Media, Technology & Innovation, and Presentation & Pitch Training. At the end of the semester students developed and pitched hypothetical live experience marketing plans for non-profit organizations, museums, and Broadway and off- Broadway theaters. A panel of marketing professionals attended the final presentations—providing feedback, industry practices, and the opportunity to network with leaders in the field.
Learning new skills and meeting Situation team members who are actively making an impact on the industry offered students insight into career paths they didn't know existed. Student feedback for the course was extremely positive. “I am walking away feeling very inspired and empowered,” said Lauren Slavin. Fellow student, Lilly Rotter added: “I have never encountered such an impactful curriculum. Situation delivered exactly what I needed to prepare for my dream career.”
The course will be offered again in the Spring of 2025.