That's the trick, isn't it? I will do anything I can think of to promote our shows. It takes time and effort. And money. Parent boosters pay for some of what we do. Some is free. Most of the printing is done in the district print shop (so it's cheaper), and we pay for the rest out of pocket. I have tried lots of things over the nearly 30 years I have been in my position. Lots of trial and error.
Print tons of posters to hang in my school, send multiple copies to every building in my district, and for kids to hang in the community.
I make half-sheet versions of the poster to put on the counter int he front office and also at our feeder schools.
I make buttons to give out to kids, parents, faculty
This year I made a thousand stickers for "The SPongeBob Musical" to give to students.
Sometimes we make rubber wristbands.
I maintain a list of press/media in the area. print, radio, television,internet outlets.
Typically send a "tickets are available now" press release two months before opening.
Send a large, more complete press release with all the student information sent out no less than three weeks before opening.
We try to take high quality promotional photos in costume to send to all local media outlets.
I use social media of course. Encourage the kids to do the same. Create show specific hashtags.
Use FB/Instagram advertising
Create headers, etc, for parents and students to use in their social media platforms.
Distribute student created promotional videos
We have a digital newsletter sent to 1500+ email addresses.
We have a student created podcast.
regular emails to parents and colleagues.
Students invite teachers and make announcements in the class.
Use daily announcements.
Create promotional slide and provide rehearsal pictures to be shared on the video monitors in the cafeteria
We have a place in the lobby to hang large, oversized posters.
Put show titles and dates on the school "marquee."
We make promotional t-shirts and give them to the entire company to wear.
We have a big rock in the front yard that can be painted to promote a show. We haven't done this yet but plan to very soon.
We make yard signs to give to the company, put in front of our school, and in front of high traffic schools in our neighborhood.
there must be more but that is what I can think of right now.