As Seen/Heard/Read On
Hello! I'm Julie Nemitz. After spending over 15 years working in media and digital marketing, I opened my own theatre marketing consultancy in 2019.
Since then, I've I helped over 2,900 theatremakers learn how to sell more tickets and make marketing feel a lot less like chaos.
Most of the teams I work with are small—sometimes one person doing the job of five—so everything I bring is designed to be simple, practical, and actually doable.
No complicated strategies.
No “you should be posting 47 times a month.”
Just clear plans that work in the real world.
I work every day with theatres just like yours.
And I love it.
“I have worked with few people in my professional life who are as genuinely passionate about the advancement of live theatre as Julie Nemitz.
In every measurable way, her work with Playhouse Stage Company delivered exceedingly positive outcomes for our organization. She understands how to engage audiences in unique, creative ways, and, perhaps more importantly, is constantly evolving her approach to effectively adjust to the seemingly ever-changing circumstances of both online and legacy marketing methods.
If you want to increase your online engagement, improve your patron outreach, and sell more tickets, consider working with Julie. You won’t regret it, and her energy will impact your entire team.”
-Owen Smith, Producing Artistic Director of Playhouse Stage Company in New York’s Capital Region
A Simple Marketing System That Works for Theatres
PLAN
CREATE
CREATE
Strategy, Positioning, Audience Targeting
CREATE
CREATE
CREATE
Content, Messaging, Story
PROMOTE
OPTIMIZE
OPTIMIZE
Ads, Email, Social Distribution
OPTIMIZE
OPTIMIZE
OPTIMIZE
Data, Testing, Iteration
"Julie Nemitz has brought my marketing into the 21st century by patiently teaching me the ins and outs of social media marketing, giving me organizational tools to use through apps and other platforms as well as guidance and support when needed. Her team effectively created a new brand for my 15 comedic plays.
As a playwright rebranding and marketing my plays, discovering Julie was an absolute gem. She brings a wealth of innovative talent, contemporary ideas and social media insights, wrapped in an incredibly upbeat and delightful personality. If you’re seeking expert marketing support, look no further!"
- Susan Parker, playwright Parker Plays on Stage / Concord Theatricals
“Julie Nemitz and Theatre Marketing Lab have been a total game changer for us.
Our team was feeling lost, but Julie gave us an entirely new direction. We received so much information just during the day and half in-person audit. We didn't realize so much of our budget was going to ineffective advertising. Now, our advertising spending and results are much clearer. We've also gained a better grasp of what should be expected from the artists we book and what they should be providing to us.
We've had too many experiences with artists having terrible promotional materials, which makes it hard to sell their performance. Promotional materials are just as important as technical riders when it comes to making booking decisions.
Having Julie provide her expertise to us has been one of the best investments this organization has made in its future."
-PJ Albert , Executive Director, Capitol Civic Centre in Manitowoc, WI
Some Of Our Remarkable Clients
Theatre Marketing FAQS
Theatre marketing doesn’t have to be complicated. Here are answers to the most common questions I hear from theatre leaders.
How do theatres increase ticket sales?
Theatres increase ticket sales by combining clear messaging, consistent content, targeted digital advertising, and strong email marketing. The most effective strategies focus on reaching the right audience early, building interest over time, and making it easy to purchase tickets online.
It’s not about doing more marketing—it’s about having a clear message, starting early, and staying consistent.
We also can't forget programming. If you aren't keeping your community and loyalist audience in mind for at least 50% of your season, they won't trust you to attend the other 50%.
What marketing works best for small to mid-size theatres?
The best marketing for small to medium-sized theatres is simple, consistent, and digital-first. This usually includes email marketing, social media content, and targeted ads that promote each production over 6-8 weeks.
Small teams see the strongest results when they focus on a few key channels instead of trying to do everything at once. (And yes—I work with a lot of theatres in this exact situation.)
What should a theatre marketing strategy include?
A strong theatre marketing strategy includes clear audience targeting, compelling messaging for each production, a content plan, email campaigns, and digital advertising. It should also include a promotion timeline and a system for tracking results so each campaign improves over time.
A good strategy doesn’t add more work—it gives structure to what you’re already doing.
How much should a theatre spend on marketing?
Most theatres spend between 8–10% of projected ticket revenue on marketing. Smaller theatres often start closer to 8%, then increase spending as they see results from digital campaigns and audience growth efforts.
The key isn’t just how much you spend—it’s how consistently (every show needs a marketing and promotion budget!) and how strategically you use it.
When should theatres start marketing a show?
Theatres should begin marketing a show at least 6–8 weeks before opening. Early promotion builds awareness and interest, while later campaigns focus on driving ticket sales and creating urgency.
If marketing starts too late, you’re asking people to buy tickets before they’ve had time to care—which is a tough sell.
What is the best way to promote a theatre production?
The best way to promote a theatre production is through a combination of email marketing, engaging content, and targeted digital advertising. Promotion should highlight what makes the show unique, who it’s for, and why it’s worth seeing now.
The most effective campaigns build momentum over time instead of relying on last-minute promotion.
Why isn’t my theatre selling tickets?
In most cases, ticket sales are slow because marketing starts too late, messaging is too generic, or the audience targeting isn’t specific enough. If people don’t understand why a show matters to them, they’re less likely to buy.
In my experience, improving timing, clarity, and audience focus can often lead to immediate improvements in engagement and ticket sales.
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Resource for Theatres and Arts Cos.
Not sure what's important to prepare when launching digital marketing for your next show? This comprehensive guide gives you a roadmap and checklist to fine tune your digital marketing practices.