Proctors Marketing Internship

The Mainstage at Proctors

Proctors was founded in 1926 and is seen as the cultural epicenter of Schenectady and New York's capital region. After receiving grants from local and state governments Proctors received much needed renovations in 2007. These renovations are noted in many theatre management textbooks as a perfect example of a Theatre company revitalizing its surrounding community. Before the renovation at Proctors, the surrounding area was an imposing obstacle for all kinds of consumers, both patrons of Proctors and not. The revitalization of Proctors and the creation of two new theatre spaces has benefited upstate New York immeasurably. Proctors has three theaters: The Mainstage (cap. 2700), where many Broadway National Tours are presented, The GE theatre (cap. 450) which functions as a Black Box theatre, imax 3d theatre, a cinema, and an area for live broadcasts from the La Scala opera house in Milan and a small, 100 seat theatre called 440 state street where more intimate productions are presented. Proctors is also the only theatre company to house its own power plant. This power plant creates power for both Proctors' theatre and administrative offices but also many surrounding buildings and businesses. By utilizing their own, energy-efficient plant, Proctors is able to reduce its carbon footprint by 46 pounds an hour compared to traditional methods.

As the Marketing Intern at Proctors for the Winter of 2010 I was responsible for a variety of things. First and foremost, I was focused on developing and implementing a marketing strategy for the National Broadway Tours of "Grease" and "Spring Awakening" with the Marketing Manager. I aggressively sought out potential niche markets for both shows finding amazing allies with groups such as car museums, enthusiasts and collectors for "Grease" and Local GLBT advocacy and support groups for "Spring Awakening". As an intern at Proctors, I was treated as an equal to all members of the staff and was allowed to sit in on important meetings with producers, marketing representatives and special guests like NY Senator Chuck Schumer and Composer Jason Robert Brown.

The most interesting project I took on while at Proctors was creating, developing and running a community outreach group called "The Guilty Ones" to help promote The National Tour of "Spring Awakening". I organized over 30 volunteers to distribute marketing materials via posters, brochures and emails throughout the surrounding community. In order to keep volunteers motivated, I developed a point system where volunteers could earn points for each marketing task they achieved to win rewards including signed posters, free tickets, backstage tours of Proctors and an exclusive meet & greet with the cast of "Spring Awakening". Upon leaving Proctors, I created an infrastructure for all future employees to utilize should they wish to utilize community volunteers for future productions.