FREE FOR BALLET STUDIO OWNERS
Your next Nutcracker post, already planned. Choose your show’s timing and get a caption, an image idea and clear next steps.
No email required. Start with one post, not the whole guide.
ONE USEFUL POST TO START
Choose your timing. Your next actions and caption will change to match.
Your plan: 6+ weeks away.
01 / YOUR IMAGE
PowerPoint file. Use slide 1. All templates and instructions.
No design app handy?Use an approved photo from your own production with this caption. A designed graphic is optional.
02 / YOUR CAPTION
Replace every [bracket] with confirmed information before publishing. This caption is for Instagram.
Your holiday plans start here. [Studio] presents The Nutcracker at [Venue] in [Town] on [Dates and times]. [One true reason to come: a beautiful Snow scene, a local holiday tradition or a special guest.] Choose your performance and plan your visit through the ticket link in our bio. Who would you bring?
Tickets not on sale yet? Replace the booking invitation with your confirmed on-sale date. Do not send families to an unavailable checkout.
YOUR NEXT STEP, IF YOU WANT A HAND
You have a show to put on. Tell us what you need help with, and ask BWC for relevant options by email.
YOUR FREE TOOLKIT
Download once. Come back whenever you need the next post.
A QUICK LOOK INSIDE
Tap a preview to open it full size.
View page 03One photo. A caption. A clear next step.
View page 06What to post as opening night gets closer.
View page 14Simple shots, timings and real examples.
THE MATCHING SOCIAL TEMPLATES
Design examples use fictional show details and credited reference photographs. Replace them with your own approved production photos and confirmed information before posting. Photo credits and licenses.
Check the crop and line breaks on your phone. Keep faces, hands and feet visible, and make sure the white text has enough contrast.
KEEP IT HANDY
Email yourself the link to The Nutcracker Marketing Toolkit. Add a question if you’d like Lucas and the team to help with your next step.
Prefer to keep reading? The complete guide is open below.You are inviting families to a holiday experience—not asking strangers to appreciate a rehearsal they know nothing about. Show the feeling. Explain the visit. Make booking easy.
01 / MAKE A SMALL, REPEATABLE PLAN
A starting rhythm, not a rule: two useful posts, one email and a few Stories each week. Adapt to your audience’s response and how much time you have.
Test booking, publish the event page, pin the launch post and give cast families a shareable invitation.
This week: one clear place to buy.Share a stage highlight, answer first-visit questions and contact three relevant local partners.
This week: reach beyond cast families.Feature the performance with the most seats to fill. Send a useful reminder with its direct booking link.
This week: turn interest into a plan.Show what is coming, answer logistics and share accurate availability. Give ticket holders arrival information.
This week: clarity, not panic.Ask someone outside the cast to find these without messaging you:
Test up to the payment step. Do not place a test purchase unless your box office has a safe test process. Do not borrow another company’s age or accessibility policies.
02 / BORROW THE WORDS
Open what you need. Copy it. Replace every [bracket] and check the facts before sending. On Instagram, use your profile ticket link or a Story link sticker rather than relying on a caption URL.
Pin this post. Give a new visitor the essentials in one place.
Make a little room for wonder this holiday season. [Studio / Company] presents The Nutcracker at [Venue] in [Town], [Dates and times]. [One real reason to come: a beautiful snow scene, a local holiday tradition, a special guest artist.] Tickets from [accurate price, with fee information]. Choose your performance and seats: [Ticket link]. First visit? Find running time, age guidance and venue details on the booking page.
Use one short clip per frame. Put a ticket-link sticker on frames 2 and 3.
STORY 1 — Show your strongest stage or rehearsal moment. Text: Your holiday outing, right here in [Town]. STORY 2 — Show a different moment. Text: The Nutcracker • [Dates] • [Venue]. Link sticker: Choose your performance. STORY 3 — Use a clear, uncluttered background. Text: Planning a visit with children? Check [confirmed running time] and our age guidance before booking. Link sticker: See details & book.
Send to your adult parent / guardian contacts. Make sharing optional; never put sales pressure on children.
Hello families, We are excited to share the work going into this year’s Nutcracker. If you would like to invite friends or family, here is a message you can forward. Please check your dancer’s confirmed cast dates first. Thank you for helping our community discover the show! — FORWARD THIS — We would love to see you at The Nutcracker! [Studio / Company] performs at [Venue, Town] on [Dates and times]. Our dancer is scheduled for [confirmed performance(s); casting may change]. Pick your seats here: [Ticket link]. You do not need to know ballet to enjoy a holiday outing together.
Send only to people you are permitted to contact. Use your email platform’s unsubscribe option.
SUBJECT: Your next Nutcracker memory starts in [Town] Hello [First name], The Nutcracker returns to [Venue] on [Dates], and we would love to welcome you back. This year, [one confirmed detail that makes your production special]. Whether you bring the same familiar faces or someone seeing ballet for the first time, start by choosing the performance that works for you. CHOOSE YOUR PERFORMANCE: [Ticket link] Before you book: [running time and intermission], [age guidance], [accessibility information link]. Warmly, [Name / Studio]
Personalize for a library, school newsletter, family venue or local business. Ask their sharing rules first.
SUBJECT: A local holiday outing for your community Hi [Name], I am [Name] from [Studio / Company] in [Town]. We are presenting The Nutcracker at [Venue] on [Dates]. Would this be a fit for your community calendar or family newsletter? I can send one approved image and the short listing below. Please let me know your submission guidelines. The Nutcracker — [Studio / Company] [Date / time] • [Venue, Town] [One-sentence description of your actual production] Tickets and visitor information: [Ticket link] Thank you for considering it, [Name]
A plain carousel or a teacher speaking to camera. Replace every bracket with your venue’s actual policy.
Your first Nutcracker? Here is what to know before you book. • How long is it? [Running time, including intermission.] • What ages is it suited to? [Your production’s guidance and venue admission policy.] • Does every child need a ticket? [Confirmed policy, including infants if applicable.] • Where do we park? [Clear instructions / link.] • Need accessible seating or other support? [Venue contact / booking process.] Choose your date and seats: [Ticket link]. Save this for the person planning your holiday outing.
Choose the show with seats to fill. Check its inventory before posting; skip scarcity claims unless verified.
Still choosing a Nutcracker date? [Day, date, time] at [Venue] could be your holiday outing together. [One relevant, true reason this performance suits your audience.] Check current seat availability and book directly here: [Link to this performance]. Questions about the visit? [Box-office contact / FAQ link].
Send to eligible contacts who have not bought, if your platform can identify them. Send buyers visit information instead.
SUBJECT: The Nutcracker opens [Day] in [Town] Our dancers are nearly ready for the curtain to rise. Would you like to be there? [Studio / Company] presents The Nutcracker at [Venue], [Dates and times]. CHECK AVAILABLE PERFORMANCES: [Ticket link] [One confirmed highlight or practical reason to attend.] Plan your visit: [running time], [parking / access link]. Online booking closes [actual cutoff, only if confirmed]. We would love to welcome you, [Name / Studio]
03 / USE THE FOOTAGE YOU ALREADY HAVE
No complicated transitions. No new camera. Pick one idea and make a 15-second Reel.
Use it: to introduce the show to people who do not know your studio.
Use it: to give families and your community a personal reason to share.
Use it: when people seem interested but keep asking practical questions.
04 / OPENING SOON?
Do these in order. You do not need seven new Reels.
Check seats by performance. If people are clicking but not buying, test checkout and answer price or visit questions before making more content.
Send the final-week email to eligible non-buyers. Ask adult cast-family contacts to share once. Send buyers practical visit information, not another sales push.
Share one compelling clip with that performance’s exact time and booking link. Confirm whether adjacent seats or a group option are actually available before mentioning them.
Use Stories for parking, running time, how to find tickets and genuine box-office updates. Stop scheduled sales messages when a performance is sold out or booking closes.
First make the value and booking path clear. If you choose an offer, confirm its margin, eligible performances, seat allocation and expiry with your box office. Never claim “last seats” without checking.
05 / CHECK SALES, NOT JUST LIKES
Use the ticketing dashboard you already have. Count paid tickets separately from complimentary tickets and holds.
Sellable seats · Paid tickets sold · Seats still available · Tickets sold this week
Ticket-link clicks · Tracked orders / tickets, where available · Questions you keep receiving
Paste into your spreadsheet. Use one row per performance, not one total for the entire run.
Worked example—not a forecast: if you still want 120 more paid tickets and have four weeks, your average target is 30 a week. Sales will not arrive evenly; compare actual progress each week.
Few clicks? Improve the local invitation and who sees it. Clicks, few purchases? Check price clarity, dates and checkout. One show lagging? Promote that specific performance. A click is not a sale, and one order can contain several tickets.
If your ticketing platform supports trackable links, use separate links for email, Instagram and partners. Test them first. Otherwise, use a voluntary “How did you hear about us?” question; treat it as directional, not complete attribution.
WHEN THE FOOTAGE IS READY, BUT YOU ARE NOT
Ask BWC about turning your rehearsal and performance footage into clear, ready-to-post videos. Tell us your opening date so we can confirm availability before you commit.
Editing is not a promise of ticket sales. Confirm footage requirements, scope and delivery timing with BWC; posting, advertising and ticketing are not automatically included.
This is an original BWC planning framework, not a guarantee of attendance. Use your own venue policies, confirmed production details and permission-based mailing list.
For an example of a show page that brings together the experience, ticket links and visitor details, see Boston Ballet’s Nutcracker page. Its production details are not a template for yours.
For email campaign basics, see Eventbrite’s event email guidance. The timelines, scripts and video plans above are BWC’s suggested starting points. Resources reviewed September 25, 2026.
Find another useful guide or see what BWC creates for ballet businesses.