"Not Your Normal" Marketing

How an Unknown Community Theatre Became One of the Biggest Players in Town

Auditioning in the Modern Age

Community theatre is something that is essential for aspiring professional actors to take part in. However, when most community theatres seem to cast the same people, do the same shows, and continuously have empty audiences, it can be frustrating to young actors. So after hours of searching through casting calls, when a new theatre company has an event pop up on your Facebook page and promises to be “not normal”, it peaks interest.

Starting a new theatre company is intimidating and can be a daunting and challenging task. When Joe and Andy Scarbrough started Not Your Normal Entertainment, or NYNE for short, they knew that they had to come up with a jaw dropping season to attract new actors to the scene as well as find fresh ideas for how to advertise their new company to the community. While most companies in their area were pulling off great traditional theatre, Joe had decided to take on a show that had never been attempted by a community theatre, If/Then, as well as plaster the casting call all over social media in order to catch the attention of actors looking to dive into a new task. If/Then’s complex plot and large cast was a challenge for an established theatre, much less an unknown community theatre. So, how did NYNE go from an unknown company to a multi award winning theatre with more actors at their ready than imagined in just a couple years? Simple, Facebook.

Joe Scarbrough sitting at his piano, getting ready for his next music director endeavor, If/Then.

The cast and directorial team of If/Then

“Keep your eye on the Not Your Normal Entertainment (NYNE), a brand-new theatre company helmed by founder and director Joe Scarbrough. It's new to the community theatre scene, but it is definitely one to watch…I predict this freshman to go toe to toe with some of the senior theatres.” - Deb Kelly, Broadwayworld

Enter: A Whole Bunch of Fresh Faces of Actors  

Thanks to scrolling on Facebook, myself and several actors in the area found out about NYNE through looking up casting calls on Facebook and/or scrolling through our feeds. NYNE’s Facebook promotions put them in front of the right audience and had plenty of potential cast members to pick from. Soon, NYNE moved to Instagram to promote their new show and their talented cast. Through the power of sharing Facebook events and live streams, NYNE was already attracting an audience within days of beginning rehearsals. Social media has always been around for the modern generation, so with platforms such as Facebook and Instagram becoming more popular, the best way to promote a community theatre could still leave plenty of room in the theatre’s budget. From Drag Queen Bingo Fundraisers to fresh new shows with fresh new faces, theatre companies could easily revamp their image with a simple click of a button. Social media is a useful tool for theatre companies, old and new, if it’s used properly.

Taking a Risk 

While rehearsing If/Then together, we knew that this show would be a risk. With the show’s edgy plot line with multiple LGBTQ+ relationships and profane songs, we knew the small town of Plant City may not be the most receptive audience. Everyone knew this would be a risk, and thanks to social media, the word spread like wildfire that there was a new theatre company in town putting on an incredibly bold show

 To everyone’s surprise, we woke up to a raving review from BroadwayWorld. 

How NYNE Stayed Relevant

After a successful first show, it can be a scary thought that this was just a one hit wonder. After our first show together at NYNE, the majority of the cast all stayed on board for the next year doing several shows with them and getting to perform with their award winning company. Actors know their time with a company can be cut short quite quickly, but NYNE takes pride in giving actors reasons to keep coming back. The reason for NYNE’s immediate success is their use of social media, strategic use of uncommon shows, and the opportunities that they offer for actors. During the Christmas season, NYNE offers their company members to participate in paid Christmas Caroling gigs and the chance to perform with them at Disney’s Candlelight Processional at EPCOT. 

What are Modern Theatre Companies doing wrong? 

It’s quite simple really, community theatres are getting boring. It takes work to keep a theatre company alive and NYNE’s simple business plan of keeping people on their toes is what makes them so successful. Unlike most theatres putting on Cinderella for the umpteenth time, NYNE’s season is a breath of fresh air. NYNE’s statement to produce shows that are “not normal” as well as their new approaches to marketing are what makes them unique and attract their widespread following. The actors that follow them are excited to do edgier shows and the audiences are just as excited to see them.

In Conclusion, Actors are Bored.

To other theatre companies, take note: we’re tired. Actors are tired of putting on the same shows year after year and no, we don’t want to hand out flyers. We’ve seen too many people fall out of touch with the theatrical community due to lack of accessibility. We don’t hear about your shows and casting opportunities; we don’t have the easy access that we need in our busy lives to keep up with your seasons. Social media is a simple and powerful tool of advertising so a theatre company that refuses to get a Facebook page or Instagram account is in trouble. 

We want facebook live streams and vlogs. 

We want shows that are made in this century.  

We want companies that keep us busy throughout the year.

And we want what your name promises us, a community. 

So, go make your Instagram account, create your Facebook page, and start reaching this generation. We want to be involved, but if you are still using archaic means of marketing, we will never know what you have to offer.  #bringtheatretomodernday.

Curtain Call for If/Then

“If you revive your community theatre, Then we will come.”