While working at Shotgun Players, I concepted and designed emails to advertise the plays. To create the emails, I would come up with a few messaging options, run them by the rest of staff, and then look through our photo archive and the script of the show for materials to come up with a tagline and advertising copy.
Our patrons received these emails at least once a week, so I was constantly looking for new ways to share the same information.
Often we would need to advertise two shows at one time, and I would look for thematic parallels in the scripts.
I would also look for representative quotes from the show's characters, or come up with snappy descriptions to sum them up.
Before a show opened, we didn't have a lot of visual material to work with. I looked for ways to use the imagery we did have to make the emails arresting and dynamic.