THE COLOR PURPLE
Situation

• Musical theatre adaptation of beloved literary work and blockbuster film

Challenge

• Serious themes in a musical setting; Maintain appeal among theatre-goers while attracting new non-traditional audiences, including African Americans who historically do not attend Broadway shows in large numbers ( < 5% of total attendees)

Apel Solution

• Assume role as outsourced in-house marketing/sales department; Create integrated marketing plan to generate massive awareness/buzz; Implement specifically targeted programs for African Americans and for non New York audiences who find the show/content appealing. Target non-traditional theatre sponsors to build mainstream grass-roots awareness and appeal.

Results

• Formulated and executed strategic marketing campaign including: advertising, promotion, events, grass-roots activities, schools, web
• Planned and implemented targeted promotion programs to efficiently build awareness and sell tickets to less appealing
  performances / dates, e.g.
  • Black History Month Incentive program with radio, web and tv partners – sold thousands of tickets for February weekday evenings
  • Hot Summer Nights program with radio, web and tv partners – NY, surrounding areas, national (for summer tourism season)
  • Broadcast campaign – delivered massive exposure for minimum investment
• Generated millions of dollars in sponsorship revenue and targeted marketing support
  • VISA , Ariel Capital , Colgate Palmolive
• Show is a mega-hit in NY – 11 Tony Nominations, consistently sold out performances (gross revenue over $50 million in year 1)
• Tour scheduled to begin April 2007