Frequently Asked Questions: Marketing and Promotion

• Calendar of Events / News Releases
  • How do I post my event/news release to the Calendar?
    How do I post my event/news release to the Calendar?

    Simply log into the Fractured Atlas website and go to the Marketing and Promotion menu. Within the menu, you can find both Post a Calendar Event and Post a News Release. Click on the one that applies and fill out/submit the information.

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  • What's the difference between an event listing and a news release?
    What's the difference between an event listing and a news release?

    An event is something happening on a particular day that you'd like people to attend. A news release (i.e., press release) is announcing special information about yourself, your organization, etc.

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  • Should I post both an event listing and a news release?
    Should I post both an event listing and a news release?

    We know that artists have news releases about their events all the time. However, it becomes kind of redundant to post both an event listing and then a news release about your event. Please, just submit the event listing -- you can put as much information in the listing as you'd like and it can be the equivalent of a news release. If you submit both an event listing and a news release, the news release will be deleted.

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  • How do I edit my event/news release once it's listed?
    How do I edit my event/news release once it's listed?

    Once your event/news release has been posted, you can feel free to edit it if necessary. This can be done one of two ways. 1) On the website homepage (if you're logged in), you'll see a box on the right-hand side that says My Events. Next to each event you've posted, there is an edit button. 2) Go to the Calendar of Events on the website and click on Edit an Event Listing or Edit a News Release (whichever applies).

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  • My event didn't automatically appear on the Calendar, what happened?
    My event didn't automatically appear on the Calendar, what happened?

    All events must be approved by Fractured Atlas staff before they are posted to the Calendar. Events will generally be posted same day or one business day after you've submitted the information.

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  • Why wasn't my event approved for the Calendar?
    Why wasn't my event approved for the Calendar?

    Non-artistic and non-arts-related events will not be posted to the calendar. Listings that are not events (or something like an installation that goes on continuously), will not be posted. Listings without sufficient information (time, place, etc), will not be posted.

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  • Why can't I syndicate my event/news release to appear on multiple message boards?
    Why can't I syndicate my event/news release to appear on multiple message boards?

    We understand that your event might cover multiple disciplines. Unfortunately, so that we don't inundate our message boards with repeated postings, we ask that you choose on message board to syndicate your event to.

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  • If I post an event, will it appear in a Fractured Atlas email blast?
    If I post an event, will it appear in a Fractured Atlas email blast?

    Every Wednesday, our Community Bulletin is sent out to all of our members and any non-members that have subscribed themselves. It lists all events for the upcoming week that are posted to the Calendar. If your event is within the next week, you must post it to the Calendar before Wednesday to ensure that it will be listed on the Community Bulletin.

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  • If I post an event, will it appear in the Fractured Atlas Newsletter?
    If I post an event, will it appear in the Fractured Atlas Newsletter?

    Maybe. We only have room to list about 4-6 member events within each newsletter and we generally like to choose from different artistic disciplines (i.e., we don't want to list 4 plays) and different places (i.e., we don't want to list 4 events in New York). Other than that, we choose at random. If you're selected, congratulations, you just received free publicity! Our newsletter is distributed quarterly (January, April, July, and October) ? if you'd like your event to be considered for the newsletter, please be sure to have it listed well in advance (at least 6 weeks before the release of the newsletter).

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  • Can I search the Calendar of Events for a particular event?
    Can I search the Calendar of Events for a particular event?

    Yes! The search function is available directly above the Calendar. You can search by date of event, type of event, city of event, and even by a keyword.

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  • Is the Calendar of Events only for performing arts?
    Is the Calendar of Events only for performing arts?

    No. Feel free to list any and all arts-related events.

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  • Is the Calendar of Events only for events being held in and around New York City?
    Is the Calendar of Events only for events being held in and around New York City?

    No. We've had listings from West Virginia, Montana, Hawaii, and North Carolina! Granted, most of the events are in New York and California, but we encourage posting your event no matter where you are (even if you're in a foreign country? I think we had Hungary one time!). The publicity can only help.

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  • Can only members post events/news releases to the Calendar?
    Can only members post events/news releases to the Calendar?

    Yes. Only members can post, but anyone can look through the events and use the search function. If you'd like to post an event/news release, you can sign up for membership right on our website ? www.fracturedatlas.org.

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  • What's that icon next to my news release on the Calendar?
    What's that icon next to my news release on the Calendar?

    It's a tiny newspaper, silly! Duh.

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• Audience Development
  • The Service
    • What is this program?
      What is this program?

      Fractured Atlas created this program in order to expose our members to the various services out there that exist in order to fill seats and bring in new people to events. The fact is, there are a lot of these services in the New York area ? either you may not know about them, or you'd rather not go through the process of using them. What we've done is simplified the process for you. We've partnered with terrific organizations and created a user-friendly online form that allows you to take advantage of the services of multiple organizations at once.

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    • How will this develop my audience?
      How will this develop my audience?

      You've got empty seats, they've got thousands of members looking for something to do. These organizations have huge membership bases made up of people just waiting for a new, interesting event to attend. With thousands of people viewing information about your event, you've already increased your presence significantly. Then, hopefully, a few people will actually attend your event! These are probably people you wouldn't have attracted otherwise. And, if they like your event (let's hope so), they'll be a return customer and will tell their friends. There you go ? you just expanded (developed) your audience!

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    • Will using this guarantee my event to be full?
      Will using this guarantee my event to be full?

      Unfortunately, no. We can only guarantee that if you use the program, your events will be posted on the websites of one or multiple different organizations (depending on how many you choose). We can't guarantee that you'll have any takers, though. Why? For several reasons, including distance to the venue or just general lack of interest in the event. If it doesn't work for you, sorry! But, we've definitely had some member success stories ? including houses that filled up because of using the service to those dreaded Sunday matinees where no tickets were sold, but 12-15 people attended as a result of the program. But, in the end, we cannot guarantee results. Still, it can't hurt to try!

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    • Is this program mainly for the performing arts?
      Is this program mainly for the performing arts?

      Yes and no. For the most part, these organizations offer their members access to performing arts events ? theater/musical theater, dance, music/cabaret, comedy, etc. However, some of the organizations offer their members access to museums/galleries and others offer arts-based discussions and film screenings. Please look at the FAQs and the websites of our partner organizations for more insight into what each offers their members. In the end, it doesn't hurt to turn in the application ? it's free to use and the worst the organization can do is say that your event isn't something they normally list.

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    • Is this a free service?
      Is this a free service?

      Yes. The service is completely free, no strings attached.

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    • How come this program is only available in the New York City area?
      How come this program is only available in the New York City area?

      Currently, this is a pilot program. The more members that use it, the more it will encourage us to develop this program in other cities and states. However, the services that we've partnered with only exist in the New York area and we're unsure if similar services exist elsewhere. If you know about seat-filling/ticket distribution services in your area and you'd like us to partner with them to create a program such as this, please contact us with their information!

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    • Can I use this program if my event is outside the New York City area?
      Can I use this program if my event is outside the New York City area?

      If you're event isn't being held in the New York area (which, in some instances includes counties surrounding New York City, including areas in Connecticut and New Jersey), then unfortunately, this program cannot be of use to you.

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    • Can I use this program if I live outside the New York City area but my event is being held in New York?
      Can I use this program if I live outside the New York City area but my event is being held in New York?

      Yes. If you live outside of the New York City area, but your event is being held in or around New York City, you are more than welcome to use the program.

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    • Can only Fractured Atlas members use this program?
      Can only Fractured Atlas members use this program?

      Yes. This program is only available to Fractured Atlas members. You can find membership information at www.fracturedatlas.org.

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  • Our Program Partners
    • What is High 5 Tickets to the Arts?
      What is High 5 Tickets to the Arts?

      High 5 Tickets to the Arts is a non-profit organization dedicated to making the arts affordable for teens. Through High 5, teens ages 13 to 18 can buy $5 tickets to the best of New York City dance, music, theater and visual arts events all year round. www.high5tix.org

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    • What is TDF and what is the TDF Voucher Program?
      What is TDF and what is the TDF Voucher Program?

      Theatre Development Fund, a not-for-profit organization, was created with the conviction that the live theatrical arts afford a unique expression of the human condition that must be sustained and nurtured. TDF's twofold mission is to identify and provide support, including financial assistance, to theatrical works of artistic merit, and to encourage and enable diverse audiences to attend live theatre and dance in all their venues. To accommodate the irregular performance schedules and out-of-the-ordinary performing spaces of Off-Off-Broadway companies, TDF developed the TDF Voucher Program. This program is TDF's principal means of assisting Off-Off-Broadway theatre, music, and dance groups by helping them build their audiences. The voucher is an open ticket of admission to Off-Off-Broadway events (good for a year from the date of purchase) and is accepted as payment-in-full when presented at the box office. TDF members can purchase a set of four vouchers at a cost of $36. www.tdf.org

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    • What is Theater Extras?
      What is Theater Extras?

      Theater Extras is a seat-filling audience development organization that "papers" or "dresses the house" to assist producers, venues, etc. They do not sell tickets, but rather arrange complimentary tickets for its 3000+ members when a performance or event is in previews, under-publicized, expecting the attendance of reviewers, or would like the benefits of a full house. Theater Extras also benefits the performing arts by donating a portion of all ticket processing fees to the non-profit organization Broadway Cares/Equity Fights AIDS and by awarding a yearly scholarship to a student at the LaGuardia High School of Music, Art, and Performing Arts in New York City. www.theaterextras.com

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    • What is TheaterMania Gold Club?
      What is TheaterMania Gold Club?

      TheaterMania Gold Club is a seat-filling audience development organization that "papers" or "dresses the house" to assist producers, venues, etc. They do not sell tickets, but rather arrange complimentary tickets for its members when a performance or event is in previews, under-publicized, expecting the attendance of reviewers, or would like the benefits of a full house. They are affiliated with the national theater box office service TheaterMania.com. www.theatermania.com/gold

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  • Your Event
    • What type of events can I list with High 5 Tickets to the Arts?
      What type of events can I list with High 5 Tickets to the Arts?

      High 5 generally offers events geared mainly towards theater/musical theater, dance performances, improv comedy shows, music/cabaret performances, and museum exhibitions. Please note that although these tickets will go to high school students, even if you feel your event may be inappropriate, feel free to distribute tickets to them anyway. On the application, you'll be asked to rate your show just as movies are rated and the staff of High 5 can assist you if your event might be inappropriate for their members.

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    • What type of events can I list with TDF's Voucher Program?
      What type of events can I list with TDF's Voucher Program?

      TDF's Voucher Program generally offers events geared mainly towards theater/musical theater, but they also offer dance performances, comedy shows, and music performances. When you choose to use TDF's Voucher Program, please note that there are certain stipulations when listing your event. For example, you are not giving them an assigned amount of seats like the other organizations. You're choosing to accept TDF Vouchers should you have seats available. Please read the terms and conditions that are on the online application.

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    • What type of events can I list with Theater Extras?
      What type of events can I list with Theater Extras?

      Theater Extras generally offers events geared mainly towards theater/musical theater, but they also offer dance performances, comedy shows, music/cabaret performances, children's shows, film screenings, and educational events (discussions, etc).

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    • What type of events can I list with TheaterMania Gold Club?
      What type of events can I list with TheaterMania Gold Club?

      TheaterMania Gold Club generally offers events geared mainly towards theater/musical theater, but they also offer dance performances, comedy shows, music/cabaret performances and concerts, and some educational events (discussions, etc).

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    • Why does the form ask for a rating (i.e., G, PG, PG-13, etc.)?
      Why does the form ask for a rating (i.e., G, PG, PG-13, etc.)?

      This is for organizations such as High 5 Tickets to the Arts who are dealing with high school students. It's mainly to gauge age appropriateness, so please answer the question as honestly as possible. You will not be automatically turned down if you rate your event "R" or "NC-17."

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  • How Does this Work?
    • How far in advance do I have to use this service?
      How far in advance do I have to use this service?

      You can choose to use this service months in advance, same month, same week, or sometimes even the day before your event (make sure it's a business day, please!). We recommend at least one to four weeks in advance so more people will view the information on the organizations' websites and so the organizations can be in touch with you in case they require more information.

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    • What's the likelihood that people will use these tickets that I'm giving away?
      What's the likelihood that people will use these tickets that I'm giving away?

      There's no guarantee that any of the tickets you provide will be used. Then again, there's no guarantee that all of the tickets you provide won't be used! We've seen some events use this service to great success during their first week of production and then had very few takers during the second week. We've also seen the opposite happen. But, in the end, if you know you're going to have seats go unfilled, it can't hurt to try!

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    • Do I have to allot seats to each organization?
      Do I have to allot seats to each organization?

      No. You can choose to allot tickets to one, multiple, or all organizations listed ? and the combination of organizations doesn't matter either!

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    • How many seats should I allot to each group?
      How many seats should I allot to each group?

      That's completely up to you. If you think you're going to have 18 seats go unused at a performance, maybe give 6 tickets to three organizations and choose to accept TDF Vouchers. If you think you'll only have 5 available, maybe just accept TDF Vouchers or allot those 5 to just one of the organizations. The only thing we recommend is, for each organization you choose to use, that you give an even number of tickets to each, as most people attend events in pairs.

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    • Will the organization(s) I distributed tickets to contact me to confirm receipt of my application?
      Will the organization(s) I distributed tickets to contact me to confirm receipt of my application?

      In general, yes. Each organization you distribute tickets to should contact you via email or phone to clarify any information about your event and to confirm receipt of the tickets you've distributed. If you don't hear from them, please do not worry, as the event has probably been posted. Simply email or call Fractured Atlas staff and we can check into the request.

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    • Do I have to make sure to keep the seats that I allot aside or can I sell them?
      Do I have to make sure to keep the seats that I allot aside or can I sell them?

      You must keep these seats available until the organizations contact you letting you know how many they've distributed for the event. If you don't have seats available for people with ticket confirmations from these organizations, you'll have to face angry patrons, angry organizations, and you'll mess up the service Fractured Atlas is trying to provide for its members. Once you've received the confirmation reports from these organizations, you can sell whatever tickets that went undistributed.

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    • If these tickets are used, how will I be notified?
      If these tickets are used, how will I be notified?

      On the online application, depending on the organization, you're asked for a time you'd like to be contacted with ticket distribution reports. Also depending on the organization, they can notify you via email, phone, and/or fax. Please be sure all of your contact information is correct on the application so the organizations can contact you if necessary.

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    • If these tickets go unused, how will I be notified? Can I then sell them at that point?
      If these tickets go unused, how will I be notified? Can I then sell them at that point?

      On the online application, depending on the organization, you're asked for a time you'd like to be contacted with ticket distribution reports. Also depending on the organization, they can notify you via email, phone, and/or fax. You'll be notified whether or not the tickets are distributed or not. Please be sure all of your contact information is correct on the application so the organizations can contact you if necessary. If the allotted tickets (or a portion of the allotment) go undistributed, you're more than welcome to sell those tickets at your discretion.

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    • Do I receive any money from these tickets?
      Do I receive any money from these tickets?

      The TDF Voucher program is the only organization that you'll receive any money from should people use the vouchers to attend your event. All other tickets are given away by you for free even if the organizations you're allotting them to charge their members a processing and/or membership fee. TDF Vouchers collected must be submitted for reimbursement in accordance with printed instructions provided by TDF (these can be found in our online application). Vouchers will be redeemed at either $8.50 or $10 per voucher, depending on certain TDF stipulations. These redemption rates are subject to change and can be confirmed by contacting TDF at 212-221-0885.

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    • Do I receive any type of tax deduction for giving away these tickets?
      Do I receive any type of tax deduction for giving away these tickets?

      Unfortunately, no. Although High 5 (for example) is a non-profit organization, you do not receive a tax deduction for allotting tickets to them. You're giving away tickets for free in order to help build your future audience.

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• Press and Publicity Services
  • Who is the mentor?
    Who is the mentor?

    The mentors work with the PR firm Wiselephant (www.wiselephant.com).

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  • You used to have other packages? Where did those go?
    You used to have other packages? Where did those go?

    Thanks for noticing! In discussion with Wiselephant, and after many experiences with Fractured Atlas members, we found that what our artists truly needed were more effective publicity mentorships. A lot of members were looking to get publicity fast, but that's just not how the press world works. These are going to be time and labor-intensive (sometimes for yourself, sometimes for the consultant) and are going to hopefully be more effective for you as an artist looking to get publicity.

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  • Why do these packages seem expensive?
    Why do these packages seem expensive?

    Trust us, they aren't. We've negotiated special rates with Wiselephant that are accessibly to Fractured Atlas members only. You're basically getting multiple hours with an extremely experienced press consultant. Personalized, one-on-one service is costly, and this program is making it much more affordable for you. The more advanced the package, the more time and labor the mentor will dedicate to your project. Not only that, you're also learning in the process. So, maybe next time you won't need the mentor!

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  • What exactly are these "mentorships?"
    What exactly are these "mentorships?"

    A mentorship is a one-on-one consulting service that will empower you to build your own current and future marketing campaigns. The consultant/mentor will offer constructive, personalized guidance and, depending on what level of package you purchase, can serve as anything from a publicity teacher to a personal publicist.

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  • Is this like having a publicist?
    Is this like having a publicist?

    Yes and no. If you purchase the Comprehensive package, yes. The mentor will do the bulk of the work with your input and you will learn from the experience. The Advanced package offers some publicist-style services, but will also guide you to effectively create your own campaign. The only publicist-style service the Basic package offers is newswire distribution, however, you will receive ample guidance and consultation on your press materials.

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  • Will this guarantee that my event will receive press/reviews?
    Will this guarantee that my event will receive press/reviews?

    No. But, it provides a better chance than it would if you did it on your own. Wiselephant is a major PR film that is well-known and recognized throughout the press industry. But, they can never guarantee that you'll receive an article/review. Unfortunately, that's in the hands of the press. The mentors know how to make information attractive, but the press still might not bite. In the end, don't expect your Off-Off-Broadway show to get a review in the Arts section of the New York Times. But, you never know!

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  • Can the meetings be conducted over the phone?
    Can the meetings be conducted over the phone?

    Yes. The meetings with the mentor can be held over the phone or face-to-face whenever appropriate.

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  • How far in advance do I have to start this process?
    How far in advance do I have to start this process?

    In order for the mentorships to have their intended impact, these plans must be purchased no later than two (2) months before the event, but preferably three (3) months in advance. If your event is taking place outside of the New York area, we suggest the packages be purchased even further in advance (no later than three (3) months before the event, but preferably four (4) months in advance).

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  • I live outside of New York, will these work for me?
    I live outside of New York, will these work for me?

    Yes. However, please be sure to start the process sooner so it can have a greater impact.

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  • This seems geared towards the performing arts. Can these packages help other artists, too?
    This seems geared towards the performing arts. Can these packages help other artists, too?

    Yes. The mentors help a wide range of artists and have worked on extremely varied publicity projects ? both artistic and not.

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  • Do I need to be a Fractured Atlas member to purchase these packages?
    Do I need to be a Fractured Atlas member to purchase these packages?

    Yes. These rates are available to Fractured Atlas members only. Feel free to sign up for membership on our website ? www.fracturedatlas.org.

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