Cast & Staff Campaign Actions
Follow the official UTR social accounts. Cast and staff should follow Upon This Rock Productions on Facebook/Instagram and regularly watch for official 12 Angry Jurors posts.
Engage with official posts. On designated campaign posts, each person should Like/React + Comment + Share. Comments should be genuine—not just emojis. Examples: “Rehearsals are getting intense!” or “I can't wait for you to experience this production.”
Participate in scheduled “Social Push” days. UTR selects 2 key posts each week. Everyone engages with those posts within a designated window, ideally during the first few hours after publication. This is more manageable than requiring everyone to share every UTR post.
Make one personal promotional post each week. Each cast/staff member should post from their own account and personally invite their network. UTR can provide the graphic/video and suggested copy, but participants should add a sentence in their own voice.
Participate in promotional content. Cast members should be available for short 15–30 second vertical videos, cast photographs, rehearsal footage, “Meet the Jury,” “Why should people see the show?” and “Give us your verdict” features. Staff can appear in behind-the-scenes content about sets, costumes, hospitality, FOH, tech and dinner preparation.
Personally invite people. Give everyone a reasonable target such as personally contacting 10 people each week by text, Messenger, email, church conversation or face-to-face invitation. Social media should supplement personal invitations, not replace them.
Promote through opening weekend. Cast and staff shouldn't stop promoting once September 25 arrives. Friday night should generate Saturday promotion; Saturday should generate Sunday's final push. Everyone should repost audience reactions and “Final Performance” content.
Weekly commitment
Each cast/staff member, each week:
2 official UTR Social Pushes + 1 personal post + 10 personal invitations
For example, if you have 20 participating cast/staff members, that's potentially 200 personal invitations every week, in addition to their social-media reach.
What UTR will provide
The marketing team will send one concise weekly Social Media Action Sheet through your cast communication channel containing:
THIS WEEK'S PROMOTIONAL ASSIGNMENT
POST #1 — Tuesday, 7 PM
UTR posts the designated graphic/video.
Everyone: React + Comment + Share.
POST #2 — Friday, 6 PM
UTR posts the countdown Reel.
Everyone: React + Comment + Share.
YOUR PERSONAL POST
Post anytime Thursday–Saturday. Graphic and suggested wording provided.
PERSONAL INVITATIONS
Personally invite at least 10 people this week.
TICKET LINK
UTRPRO.COM/BOXOFFICE
Cast-specific assignments
Every juror should provide:
One professional/in-character photograph for Meet the Jury.
One 15–30 second video:
“Why should people come see 12 Angry Jurors?”
One short character teaser, such as:
“My juror walks into that room convinced of one thing. What happens inside that jury room may change everything.”
No spoilers.
And during rehearsals, cast members should allow the marketing team to capture selected rehearsal footage.
Staff and volunteer assignments
Culinary/Hospitality: buffet preparation, menu previews, dining-room transformation.
Stage & Tech: set construction, lighting tests, sound, props and “building the jury room.”
FOH: preparing to welcome patrons, ticketing, lobby setup, merchandise and accessibility.
Directors: short videos about why UTR chose the play, what audiences should expect and why this production matters.
Opening-week requirement
Everyone should share:
Monday: “This Is The Week”
Thursday: “Tomorrow”
Friday: Opening Night
Saturday: Audience reactions / two shows remaining
Sunday: Final Performance
Cast members should also post backstage content when appropriate—but never photographs/video that spoil the production or interfere with performance preparation.
Friday and Saturday audience reactions
We will assign 2 specific people to audience-content collection.
They should be stationed in the lobby/lower-level exit area after the performance with a phone, microphone if available, and simple UTR backdrop/sign.
Ask:
“What's your verdict on 12 Angry Jurors?”
or
“In one sentence, why should someone see this show?”
Get permission to post the recording.
The marketing lead should turn the strongest responses around the same evening, because Friday testimonials have maximum value for Saturday and Saturday testimonials have maximum value for Sunday.
Accountability Friday:
A 5-minute Marketing Moment is enough:
How many tickets have we sold?
What are we promoting this week?
What are the two Social Push posts?
Who is being filmed tonight?
What's everyone's personal invitation assignment?
I'd also appoint one Social Media Captain who is not responsible for creating everything, but makes sure the cast knows what needs to happen.
The simple rule
2 + 1 + 10
2 UTR Social Pushes each week
1 personal promotional post each week
10 personal invitations each week
That is the cast-wide promotional expectation from now through September 27.
The distinction is important: UTR creates the campaign; the cast and staff multiply its reach. With everyone working from the same schedule, we’re creating a coordinated ticket-sales team instead of hoping individual cast members remember to promote the production.