Table of Context NEXT TO NORMAL / KWC THEATER / 4.10-13 Preface ONE DESIGN STATEMENT PG. 2 Research TWO SHOW SUMMARY PG. 4 CHARACTER BREAK DOWN PG. 6 HISTORICAL / STYLISTIC RESEARCH PG. 7 FUNCTIONALITY OF MARKETING ELEMENTS PG. 18 MOOD BOARD PG. 19 Production Information THREE PRODUCTION INFO / TICKET PRICING PG. 21 PERFORMANCE INFORMATION PG. 22 ADVERTISEMENT INFORMATION PG. 24 ACCESSIBILITY INFORMATION PG. 25 Promotional Project Proposals and Press Releases FOUR PROMOTIONAL PROJECT PROPOSALS PG. 27 PRESS RELEASE A PG. 30 PRESS RELEASE B PG. 31 PRESS RELEASES SPECIFICS PG. 32 Promotional Materials and Budgetary Work FIVE MARKETING GOALS PG. 35 SCHEDULING CALENDAR PG. 36 MARKETING BUDGET / EXPLANATION PG. 39 MERCHANDISING PG. 42 Design and Assets SIX CONCEPT DESIGN PG. 77 CONSUMER RESEARCH PG. 79 MAIN 11X17 POSTER PG. 80 ONLINE AND PRINT-OUT TICKETS PG. 86 PROGRAM PG. 87 BUSINESS CARDS PG. 88 SOCIAL MEDIA POSTS PG. 89 Miscellaneous Info / Conclusion SEVEN DELEGATION OF ROLES AND RESPONSIBILITIES PG. 104 QR CODE (DIGITAL BINDER) PG. 113 STICKERS BACK OF BINDERS Bibliography EIGHT BIBLIOGRAPHY PG. 115 Design Statement NEXT TO NORMAL My marketing campaign for Seminole High School Theatre Company's production of Next to Normal is designed to create a visual identity that represents the show's themes while attracting audiences and building excitement for the production. My main creative asset is an 11 x 17-inch promotional poster intended to be displayed around the school and community. Its purpose is to attract potential audience members, introduce them to the production, and provide important information, including performance dates, ticket prices, and location. I wanted the design to be visually appealing while connecting audiences to the show's central themes. Next to Normal explores mental illness, isolation, family, and grief. These themes heavily influenced my design choices. The main focus of my poster is a house representing the family at the center of the story. Nearly every room is illuminated except for one, symbolizing Gabe's absence despite Diana's continued belief that he is still present. The nighttime setting creates an emotional and mysterious atmosphere, while the stars, which are actually illustrated as pills, represent the show's recurring themes of medication and mental illness. I chose a purple background to reinforce the connection to mental health and bipolar disorder, while also representing strength and support. My target audience includes high school students, parents, families, theatre enthusiasts, and members of the surrounding community. I wanted to create a design that appeals to different age groups while encouraging those unfamiliar with the production to learn more about it. By combining recognizable imagery with meaningful symbolism, I hoped to capture people's attention without making the show's complex themes seem unapproachable. In addition to my poster, I designed merchandise, including shirts, buttons, and stickers, to extend the campaign beyond traditional advertising. All materials incorporate the same Next to Normal logo to maintain a consistent visual identity. The shirts feature the logo on the front and the cast and crew names on the back. I designed two button styles and corresponding stickers: one featuring the production logo and another featuring the house illustration from my poster. These designs allow the campaign's imagery to carry across different materials while giving audiences and cast members something to keep as a reminder of the production. Ultimately, my goal is to create a cohesive and recognizable identity for Seminole High School Theatre Company's production of Next to Normal . Each promotional material serves a different purpose, but together they build awareness, generate excitement, and distinguish our production from others. I wanted the campaign to do more than advertise a show; I wanted it to create a visual representation of the production that audiences could recognize and connect with. Research NEXT TO NORMAL: Show Summary Script Summary: Locales, Genre, Numbers NEXT TO NORMAL (BROADWAY DEBUT, 2009 / FIRST NATIONAL TOUR DEBUT, 2010 / INTERNATIONAL DEBUT, 2010 / UK & WEST END DEBUT, 2023 / FILMED BROADCAST DEBUT, 2025) GENRE: DRAMA ... Next To Normal is a 2008 American rock musical with book and lyrics written by Brian Yorky and music by Tim Kitt. This musical has won many awards including three Tony awards and a Pulitzer Prize for Drama. The story centers on a mother who struggles with worsening bipolar disorder and the effects that managing her illness has on her family. The musical addresses grief, depression, suicide, drug abuse, ethics in modern psychiatry, and the underbelly of suburban life. ... The set for Next to Normal is generally designed to be fairly stationary, especially in the Broadway approach. The set features mainly multi-level structure to resemble a house. With multiple levels/rooms, allowing several characters and locations to exist simultaneously. Instead of constantly moving walls or furniture, productions often use lighting, projections, and small props to transition between the different locations throughout the show. This means the set doesn't need to physically transform into a completely new location every time. Next to Normal is built around the idea that Diana's physical environment and psychological reality overlap. ... Scenes take place in the following: The Goodman Family Home, Natalie's High School / Practice Room, Dr. Fine’s Office, A High School Hallway, Dr. Madden’s Office, The Hospital / Treatment Facility, Natalie’s Room, The School Dance / Gymnasium ... Act 1 Musical Numbers: Prelude - Orchestra Just Another Day - Diana, Natalie, Gabe, Dan Everything Else - Natalie Who’s Crazy / My Psychopharmacologist and I - Dan, Doctor Fine, Diana Perfect for You - Henry, Natalie I Miss the Mountains - Diana It's Gonna Be Good - Dan, Natalie, Henry, Diana He's Not Here - Dan You Don't Know - Diana I Am the One - Dan, Gabe, Diana Superboy and the Invisible Girl - Natalie, Diana, Gabe Act 1 Musical Numbers Continued: I'm Alive - Gabe Make Up Your Mind / Catch Me I'm Falling - Doctor Madden, Diana, Dan, Natalie, Gabe, Henry I Dreamed a Dance - Diana, Gabe There's a World - Gabe I've Been - Dan, Gabe Didn't I See This Movie? - Diana A Light in the Dark - Dan, Diana Act 2 Musical Numbers: Wish I Were Here - Diana, Natalie Song of Forgetting - Dan, Diana, Natalie Hey #1 - Henry, Natalie Seconds and Years - Doctor Madden, Dan, Diana Better Than Before - Doctor Madden, Dan, Natalie, Diana Aftershocks - Gabe Hey #2 - Henry, Natalie You Don't Know (Reprise) - Diana, Doctor Madden How Could I Ever Forget? - Diana, Dan It's Gonna Be Good (Reprise) - Dan, Diana Why Stay?/A Promise - Diana, Natalie, Dan, Henry I'm Alive (Reprise) - Gabe The Break - Diana Make Up Your Mind/Catch Me I'm Falling (Reprise) - Doctor Madden, Diana, Gabe Maybe (Next to Normal) - Diana, Natalie Hey #3/Perfect For You (Reprise) - Henry, Natalie So Anyway - Diana I Am the One (Reprise) - Dan, Gabe Light - Diana, Dan, Natalie, Gabe, Henry, Doctor Madden Character Breakdown NEXT TO NORMAL Diana Goodman (AGE: 38-50) Delusional, bipolar, and depressed. The sexiness of her yesterdays has only recently begun to soften. She is determined to make her family perfect but is tortured by a death in the family. Gabe Goodman (AGE: 19-25) Diana Dan's son. Dashing, athletic, and bright. He is playful and everything a mother could imagine. Dan Goodman (AGE: 38-50) Diana Dan's son. Dashing, athletic, and bright. He is playful and everything a mother could imagine. Natalie Goodman (AGE: 19-25) Diana & Dan's troubled daughter. An accomplished pianist and hardworking student, her struggles are exacerbated by her mother's behavior. She greatly admires Henry. Henry (AGE: 19-25) Natalie's classmate. The all-around musician, philosopher, and slacker. He has an intoxicating capacity for sympathy and romance. Dr. Madden (AGE: 30-40) *can be double casted* Diana's handsome psychiatrist. Quite assured in his practice and considered somewhat of a rock star. Dr. Fine (AGE: 30-40) *can be double casted* Diana’s Psychopharmacologist. Clinical, detached, and procedural, Diana eventually rebels against his heavy-handed cocktail of medications because they rob her of her authentic emotional self Historical and Stylistic Research NEXT TO NORMAL PART A Cultural, Thematic, Visual and Contextual Interpretations Forward The musical Next to Normal is deeply rooted with the many effects of bipolar disease and other health issues. The show shows the perspectives of the one in possession of these issues as well as how that affects the others around them. During 2008, Bipolar Disorder was growing as a more serious condition, characterized by much more frequent recurrence, more complex comorbidity, and higher mortality. A major problem was the lack of valid definitions in adult and in child psychiatry. Experts recognized that there was no universally validated definition of bipolar disorder. The definitions are currently still unsatisfactory. Because of this, there was a heavy favor in overdiagnosis of Major Depression Disorder. This was partly because most mood episodes in BPD are depressive, leading to misdiagnosis. The 2008 Carlat Psychiatry Report editorial noted that many patients were mistakenly diagnosed with MDD, and that this had led to a surge in bipolar diagnoses in children. Dr. Mark Zimmerman’s 2008 study found that less than half of patients who reported a bipolar diagnosis actually met DSM ‑ IV criteria so they were not properly understood. Early recognition—especially in adolescents—and identification of childhood correlates were seen as critical for timely intervention. Biological research was partly shaped by these flawed definitions, and there was a call for more robust, reproducible measures. Epidemiological data from the late 1990s and early 2000s suggested rising bipolar diagnoses, but 2008 research questioned whether this reflected true increases in prevalence or overdiagnosis in both adults and children. The debate was ongoing, with some clinicians warning that overly broad criteria could lead to mislabeling. By 2008, mood stabilizers (e.g., lithium, valproate) and atypical antipsychotics were standard, but the literature still emphasized the importance of accurate diagnosis to avoid inappropriate antidepressant use, which could worsen bipolarity. The “bipolar spectrum” concept was in use, but the boundaries between bipolar I, II, and subthreshold conditions were still debated. Bipolar Disorder Bipolar Disorder otherwise known as manic depression, is a mental health condition that causes extreme mood swings. There are lows. When someone becomes depressed, they may feel sad or hopeless and lose interest or pleasure in most activities. There are highs. When your mood shifts, you may feel very excited, even euphoric and full of energy. Episodes of mood swings from depression to mania may occur rarely or multiple times a year. Each bout usually lasts several days. Between episodes, some people have long periods of emotional stability. Others may frequently have mood swings from depression to mania or both depression and mania at the same time. Bipolar I involves at least one full manic episode lasting at least seven days or requiring hospitalization. Mania includes elevated or irritable mood, inflated self-esteem, decreased need for sleep, racing thoughts, distractibility, and risky behaviors, and may include psychotic symptoms, severely impairing daily functioning and relationships. Bipolar II involves hypomanic episodes, which are less severe, last at least four days, do not cause significant functional impairment, and do not include psychosis. Individuals may feel unusually energetic or euphoric but generally maintain insight into their behavior. Bipolar I may include depressive episodes, but they are not required for diagnosis. When present, depression can be severe and debilitating. Bipolar II requires at least one major depressive episode, which can be more frequent or prolonged than in Bipolar I, often causing significant distress and functional impairment. People with Bipolar I often experience greater disruption in work, relationships, and daily life due to the intensity of manic episodes. Those with Bipolar II may maintain steady employment and relationships more easily, but chronic or severe depressive episodes can still significantly affect quality of life. Although bipolar disorder is a lifelong condition, you can manage your mood swings and other symptoms by following a treatment plan. In most cases, healthcare professionals use medicines and talk therapy, also known as psychotherapy, to treat bipolar disorder. Treatments The condition affects nearly 46 million people worldwide and can have dire consequences if left untreated: around 16% of those diagnosed commit suicide and 60% develop substance abuse disorders. Fortunately, organizations around the world are working to raise awareness, provide support, and increase access to treatment for people living with bipolar disorder. Depending on your needs, treatment may include medicines. Often, you’ll need to start taking medicines right away to balance your moods. You may also need ongoing treatment. You may need to take your medicine for the rest of your life, even when you feel better. If you don’t keep taking your medicine, your symptoms could come back, or mirror mood changes could turn into full-blown mania or depression. Finding the right medicine for you likely will take some trial and error. If one doesn't work well for you, there may be others to try. Sometimes, two or three medicines are used at the same time. However, In many cases, bipolar disorder does not respond well to medications. This may lead to frequent relapses and ongoing challenges in managing the condition. Talk therapy, also called psychotherapy, is a vital part of bipolar disorder treatment. This treatment can be provided in individual, family or group settings. Initial and long-term therapy can help keep symptoms from returning. Talk therapy can help children and teens manage their routines, cope better, handle learning difficulties, make social problems better, and make family bonds and communications stronger. If needed, talk therapy can treat alcohol or drug misuse problems common in older children and teens with bipolar disorder. Electroconvulsive Therapy Electroconvulsive therapy (ECT) is a medical treatment most commonly used in patients with severe major depression or bipolar disorder that has not responded to other treatments. Electroconvulsive therapy involves the delivery of electrical currents to your brain, typically while you’re under anesthesia and muscle relaxants. The electrical currents stimulate controlled seizures, which can lead to changes in brain chemistry. ECT is typically administered in a series of sessions, and a common course of treatment might involve 6–12 sessions. ECT is generally considered safe when administered by trained professionals in a controlled medical environment. Although guidelines often recommend ECT as a last resort, in practice it’s sometimes considered earlier than medications for certain critical cases. Long-term side effects of ECT are generally rare but not impossible. Memory concerns, particularly related to short-term memory and the ability to recall recent events, are the most commonly reported long-term side effects. Some individuals may experience cognitive changes, such as difficulty with concentration, attention, or cognitive processing speed. These changes are usually mild and temporary but can linger in a small percentage of cases. Unresolved Loss with Bipolar Disorder Diana Goodman’s Bipolar disease was portrayed as starting from the trauma and unresolved loss of her infant son. Unresolved loss in bipolar disorder often means prolonged, intense grief that can trigger severe mood episodes, complicated grief, or mixed states, making recovery more complex than in the general population. For people with bipolar disorder, grief can be a major trigger for mood swings. The emotional and physiological stress of bereavement may trigger severe depression. Grief can deepen or prolong depressive episodes, sometimes leading to suicidal thoughts. It can also enhance mania or mixed states in the being. The stress of funeral planning, decision-making, and emotional overload can precipitate manic episodes or mixed episodes. There is a major emotional and physical impact when losing your infant child. Physical effects can include hormonal changes, postpartum recovery without a baby to feed, and disrupted sleep. Emotionally, parents may feel isolated, guilty, or disconnected from others who don’t understand the depth of love and loss. Infant loss often leaves a “thick grief” — no shared stories, no milestones, only an empty nursery. The Weight of Memory In bipolar disorder, “memory weight” in unresolved loss can affect how you process, store, and recall information, and in some cases, severe mood episodes or psychosis can alter perception so that you “see” things differently — but this is not the same as a normal visual hallucination and should be evaluated by a clinician. During mood episodes — especially mania or depression — attention may be fragmented, making it harder to form new memories. This is sometimes called “manic blackout” or depressive brain fog. Unresolved emotional loss can compound these effects, as stress and emotional dysregulation further impair memory consolidation and retrieval. When a loss is unresolved, the brain may repeatedly try to encode and retrieve that memory, which can make it harder to focus on other tasks, causing vivid, sometimes distressing, memories that feel “heavy” or “sticky”, or Interfere with new memory formation because attention is consumed by past events. This “weight” is not literal mass, but a psychological and neurological burden that can make it harder to process current experiences. Psychosis Psychosis in bipolar disorder refers to hallucinations or delusions that occur during severe manic or depressive episodes, affecting over half of people with bipolar disorder at some point, and typically aligning with the person’s mood. Psychosis is more common during manic episodes but can occur in depressive episodes due to guilt, fear, or hurting. Over 50% of people with bipolar disorder experience psychosis at some point. Diagnosis can be challenging because symptoms overlap with other mental health conditions, and individuals may not recognize their experiences as unusual. Caregiver Burnout Caregiver burnout occurs when the responsibilities of caring for another person exceed the caregiver’s emotional, physical, or financial capacity. It often develops gradually and is common among family caregivers and professionals. This burnout can be caused by neglecting personal health and needs, experiencing role confusion (caregiver vs. spouse/child/friend), setting unrealistic expectations about caregiving outcomes, having a lack of control over resources or care decisions, having too many responsibilities without support, or not recognizing burnout early. Bipolar disorder cycles between mania, hypomania, and depression, meaning caregivers must constantly adapt to different crises. The combination of emotional high involvement, guilt, and social isolation between the manic and depressive episodes creates a “perfect storm” for burnout. If left untreated, burnout can worsen physical and mental health, reduce quality of life, and impair the caregiver’s ability to provide safe care. In severe cases, it may become life ‑ threatening. Societal Stigma Mental health stigma refers to negative stereotypes, prejudice, and discriminatory behaviors toward people with mental illness, appearing as public, self ‑ stigma, and structural stigma, and it remains a major barrier to treatment. Society’s negative beliefs of mental health (e.g., “dangerous,” “weak”) lead to discrimination. Internalizing these stereotypes, leading to shame, reduced self ‑ esteem, and avoidance of help ‑ seeking. Media portrayals often sensationalize bipolar disorder, depicting it as violent or unpredictable, which reinforces fear and misunderstanding. 84% of people with mood disorders report stigma as a reason for not seeking care. Family members may face isolation or rejection; patients may experience relationship strain and social withdrawal. Self ‑ stigma is linked to poorer clinical and functional outcomes, higher suicide risk, and lower quality of life. Bipolar disorder’s stigma is part of a wider pattern: mental health conditions in general face public prejudice, misinformation, and cultural stereotypes. This “general stigma” includes myths (e.g., mental illness = personal weakness), silence and secrecy around mental health issues, and Policy and systemic barriers that limit access to services. The Search for Normalcy In mental health, “normal” is not a fixed state but a range of healthy functioning. Clinically, it refers to the absence of severe impairment in daily life, emotional regulation, and social functioning. However, the Next to Normal analysis notes that the musical’s characters — and audiences — are often judged by how closely they meet this ideal, even when their struggles are real and valid. The play suggests that “normal” can be redefined to include people who are struggling but still engaging in meaningful relationships, self-care, and recovery. The Goodman family presents itself as “normal” on the surface, but the musical reveals the cracks: grief, depression, addiction, and mental illness undermine that facade. The title itself is ironic — the family is “next to” normal, not fully there, yet still trying to function. The show questions whether “normal” should mean conforming to societal expectations or living authentically, even with pain and illness. Purple Purple ribbons are linked with deep thinking, wisdom, and change. In bipolar disorder, they show strength and support for those dealing with its challenges. Purple ribbons highlight the complex mental health journey and the need for resilience. Purple ribbons symbolizing strength and support for bipolar spectrum. According to mental health symbolism sources, purple blends the passionate intensity of red with the calm stability of blue, mirroring the volatile mix of high energy and deep sadness that characterizes bipolar mood swings. Historically, purple has been linked to royalty, wisdom, and creativity, qualities often celebrated in people with bipolar disorder. Music Kitt’s score is rooted in modern rock with elements of pop, folk, and orchestral arrangements. It uses electric guitars, drums, bass, and other rock instruments alongside strings and other orchestral textures. The style is intentionally non ‑ traditional for musical theatre, moving away from the operatic or classical idioms of earlier works, and instead embracing the sound of contemporary popular music to reflect the characters’ inner worlds. The show’s subject — a suburban family grappling with bipolar disorder, grief, and mental health treatment — demands a sound that feels raw, immediate, and emotionally direct. Rock’s percussive, driving qualities mirror the instability and intensity of the protagonist’s mental state. The rock idiom allows for both intimate, folk-like moments and explosive, chaotic passages, mirroring the ebb and flow of the character’s psyche. Historical and Stylistic Research NEXT TO NORMAL PART B Beginning Stage Adaptations and Continued Interpretations Development (1998–2005) Next to Normal was born in 1998 at the BMI Lehman Engel Musical Theatre Workshop. Brian Yorkey and Tom Kitt’s final project for the workshop was to write a ten-minute musical. One evening Yorkey was watching a Dateline NBC report about a woman struggling with depression and undergoing electroconvulsive therapy (ECT). He picked up the phone called Kitt. But the first song they wrote – the delicate waltz “I Dreamed a Dance,” with the first notes emerging when Diana opens a music box – remains. “I wrote the lyrics to that,” Yorkey remembers, “and Tom wrote the music and called and played it over the phone, and – ‘Oh, my gosh, that’s great.’ We knew it would be a music box.” Sometimes, if a moment needs to evoke a specific feeling in an audience, Kitt will write a piece of music and then Yorkey will put lyrics to it. But if it’s a narrative song, Yorkey might do a lyric first. “I Miss the Mountains,” the poignant song Diana sings in Act I when she realizes that medication has deadened her life, came to Yorkey during a layover at the Denver airport. “I was staring out at the Rockies and I thought of the phrase. I got onto the plane, wrote that and e-mailed it to Tom. The music is perfect. Sort of John Denverish, a feeling of wistfulness and open space.” The show was originally called Feeling Electric, but producer David Stone and the creators changed the title to Next to Normal to shift the narrative focus away from the medical treatments and onto the raw emotional realities of the family. It received multiple New York readings before its official Off-Broadway debut. Off-Broadway World Premiere (2008) The 2008 Off-Broadway premiere of Next to Normal at Second Stage Theatre received mixed-to-positive reviews. Between its closing in March 2008 and its regional run at the Arena Stage in late 2008, creator Tom Kitt, lyricist Brian Yorkey, and director Michael Greif heavily rewrote and reworked the show. The surname of the family was changed from Brown to Goodman. Although the show received mixed reviews, at least one reviewer criticized it for pushing an irresponsible message about the treatment of bipolar disorder and for failing to strike the proper balance between pathos and comedy. The critics found the show internally confused, and the team decided to make major changes in both the book and score, including eliminating the original title song, "Feeling Electric". They concentrated the story entirely on the emotions of Diana and her family as they confronted bitter truths. Original Broadway Production (2009-2011) Next to Normal began previews on Broadway at the Booth Theatre on March 27, 2009, with an opening night of April 15. Reviews were very favorable. The show set a brand new box office record at the Booth Theatre for the week ending January 3, 2010, grossing $550,409 over nine performances.One year later, Next to Normal broke that record again during its final week on Broadway (week ending January 16, 2011) grossing $552,563 over eight performances.The Broadway production closed on January 16, 2011, after 21 previews and 733 regular performances. The show won 3 Tony Awards and the 2010 Pulitzer Prize for Drama. First U.S. National Tour (2010-2011) Before the tour, the show made history in June 2009 by publishing an adapted, serialized version of the story over Twitter. Over 35 days, the plot was told in short messages, ending the morning of the 2009 Tony Awards. Next to Normal began its first national tour of North America and Canada at the Ahmanson Theatre in Los Angeles, California on November 23, 2010. The tour played in 16 cities in the U.S., ending in Toronto, Ontario, Canada on July 30, 2011. The first U.S. tour did not introduce major musical or structural changes to the Broadway version, but it did feature innovative adaptations like the 2009 Twitter serialization, and later international/regional productions adapted the show for local audiences. The tour’s main “adaptation” was in cast and venue flexibility, not in altering the core creative work. Donmar Warehouse & West End / UK Premiere (2023–2024) The Donmar Warehouse’s 2023 UK premiere of Next to Normal was a faithful adaptation of the Broadway score and book by Tom Kitt and Brian Yorkey, with no reported changes to the script itself. The production was directed by Michael Longhurst, with the same creative team as the Broadway run. This show was a critically acclaimed, sold-out staging directed by Michael Longhurst, opening at the Donmar Warehouse in 2023 and transferring to the Wyndham's Theatre in London's West End from June to September 2024. This production was filmed and broadcast via Great Performances and National Theatre at Home. PBS Broadcast On May 9, 2025, with a runtime of two hours and fourteen minutes, Next to Normal premiered on PBS Great Performances and other digital platforms. This pro-shot featured Caissie Levy as Diana Goodman, Jamie Parker as Dan Goodman, Jack Wolfe as Gabe Goodman, Eleanor Worthington-Cox as Natalie Goodman, Trevor Dion Nicholas as Dr. Madden / Dr. Fine, and Jack Ofrecio as Henry; and was originally staged at London's Donmar Warehouse and Wyndham’s Theatre. PBS broadcast of the West End production did not change the core story, plot, or script of Next to Normal, though it did feature minor language editing. or its U.S. television broadcast on Great Performances, PBS lightly censored or dubbed over certain swear words/profanity to meet broadcast standards. Marketing Functionality NEXT TO NORMAL The marketing elements created for Next to Normal are designed to promote the production, reach a wide audience, and give people different ways to show their support. Each element serves a purpose, whether it is providing information, advertising the show, or giving people something to remember the production by. The main promotional poster is an 11 x 17 inch design that will be displayed throughout the school, including on poles, building walls, and classroom bulletin boards. With permission, it may also be displayed in local businesses and restaurants, as well as shared online and displayed in the theatre. It includes the performance dates, times, location, ticket prices, and a QR code that directs viewers to the production website for more information and ticket purchases. Including both printed information and a QR code makes the poster accessible to a wider audience. Social media will also play a major role through regular posts on Instagram and TikTok. These platforms allow us to reach people beyond our school and local community who may be interested in attending the production. Posts will include Meet the Cast, Meet the Crew, behind-the-scenes interviews, and other promotional content. The main poster, containing the QR code and production information, will be pinned as the first post on both accounts so visitors can easily find important details. Additionally, every post will include a direct link to the production website in its caption, giving viewers another convenient way to learn about the show and purchase tickets. The production shirts will be sold in the theatre lobby before performances, during intermission, and after the show. They will be available to audience members, cast and crew, and anyone who wants to support the production. The front features the Next to Normal logo, while the back includes the names of the cast and crew to recognize everyone involved. Cast and crew members, the director, teachers, and supportive students who purchase shirts can also wear them around school during the three performance days, creating additional promotion throughout the school. The buttons will be sold alongside the shirts at the same times and locations. There will be two designs available: one featuring the logo and another featuring the house illustration from the poster. Buyers can choose the design they prefer and wear their buttons on backpacks, clothing, lanyards, or anywhere else they like. The stickers will also be sold in the theatre lobby before, during intermission, and after performances. They will feature the same two designs as the buttons, allowing buyers to choose between the production logo and house illustration. People can place them on water bottles, laptops, notebooks, clothing, or other personal belongings. The stickers are primarily intended as small keepsakes and a thank-you to those who support the production through their purchases. Together, these marketing elements provide multiple ways to advertise this production of Next to Normal , connect with potential audience members, and allow the community to support and remember the production. MAIN COLOR PALETTE MOOD BOARD Production Information