Workshop
Dramaturgyof Marketing
The Theatre Is Digital.
The Skills Are Yours.
A practical workshop for artists, actors, directors and creators who want to turn their artistic skills into a real digital advantage.
01 — The Stage Has Changed
Theatre Is No LongerOnly A Stage.
The theatrical experience no longer begins the moment the audience walks into the hall. The audience may discover the show first on:
- Social Media
- Search
- Websites
- Video
- AI
Before they decide to watch.
So the question is no longer only: How do we create great theatre?
It has become: How do we make great theatre discoverable?
02 — The Digital Gap
Creative TalentIs Everywhere.
But having artistic talent doesn't necessarily mean having the digital tools that help that talent reach an audience. Many artists, institutions and festivals have:
But they don't always have:
The Opportunity
What If Creative TalentLearned The Digital Language?
03 — From Theatre to Marketing
Mohamed Fagal
The journey began in theatre.
Writing. Editing. Acting training. Directing. Cultural communication. Festival content management. And audience development.
Then came digital marketing.
Instead of leaving theatre behind, I carried what I learned from it into a new world.
Theatre taught me how to direct attention. Digital taught me how to scale it.
The career path documented in his CV genuinely combines theatrical practice and cultural communication on one hand, with digital strategy, content, SEO, GEO/AEO, technology and creative production on the other.
Selected Client Work
04 — The Theatre × Marketing Connection
The Idea Isn't That TheatreAnd Marketing Are One Thing.
It's that there are similar ways of thinking an artist can carry into the digital world.
The creative background is not the obstacle. It is the competitive advantage.
05 — What Is Dramaturgy of Marketing?
A Methodology AtThe Intersection Of
Creative Thinking×Digital Marketing×Technology & AI
The goal is to develop someone who can understand both worlds: the creative world and the digital world.
So thatCreative BackgroundbecomesDigital Impact
06 — The Core Philosophy
Your Creativity Is The Engine.Technology Is The Accelerator.
The artist already has the talent.
The director already has the vision.
The writer already has the story.
The designer already has the eye.
The photographer already has the instinct to capture the moment.
But the question is: does the world know you exist?
07 — Who Is This For?
The Program Can Serve
You don't need to abandon your creative background. You need to activate it.
08 — What Will Participants Become?
Digital Marketer
+
Theatre & Cultural Marketing Specialist
Participants don't just learn how to publish a post. They learn how to:
- Think
- Create
- Build
- Publish
- Measure
- Adapt
- Grow
09 — The Program
Four-Day Core Program
Day 01
From Theatre to Marketing
Think Like A Marketer
- Digital Marketing Fundamentals
- Content Marketing
- Content Strategy
- SWOT Analysis
- Competitor Analysis
- Audience Understanding
- Content Frameworks
- Content Types
- Website & Social Media Content
Outcome: Understand how creative thinking can become marketing thinking.
Day 02
Creative Production
Turn Ideas Into Content
- Visual Identity
- Branding
- Design
- Photography
- Visual Storytelling
- Creative Direction
- Reels
- Video Production
- Editing
- Social-First Content
Outcome: Turn strategy and ideas into visual content.
Day 03
The Digital Stage
Build. Optimize. Get Discovered.
- Domains
- Hosting
- cPanel
- WordPress
- Website Management
- Professional Email
- SEO
- Keywords
- Content Optimization
- Google Analytics
- Google Ads
- AEO
- GEO
Outcome: Build and optimize a digital presence that can be discovered through search and AI-driven discovery.
Day 04
AI For Creatives
Accelerate Without Losing Your Voice
- AI & Creative Thinking
- Brainstorming
- Research
- Content Development
- Image Generation
- Video
- Editing
- Creative Production
- Vibe Coding
- Website Prototyping
- Digital Solutions
- AI-Assisted Workflows
Outcome: Use AI as an accelerator while keeping human vision, creative judgment, originality and responsibility.
10 — The Learning Model
Knowledge + Examples+ Exercises + Application
Participants don't just listen.
UnderstandPracticeApply
11 — The Live Festival Lab
Training BecomesPractice.
After the core training phase, participants move into a real application environment tied to the institution or the festival.
Day Zero
A full festival digital strategy is built, defining:
Then application begins with the real events.
12 — Real Work. Real Deadlines.
During The Festival,Participants Can Work On
And they produce:
13 — The Digital Stage Challenge
Same Challenge.Different Thinking.
Each team works on real tasks within a fixed time frame.
14 — What Do We Evaluate?
The Evaluation Criteria
15 — Real Publishing
Don't Just CreateFor The Classroom.
The best work can be selected for publishing on the institution's or festival's own platforms.
The result isn't just an assignment. It's portfolio evidence.
16 — The Transformation
From Creative BackgroundTo Digital Impact
17 — The Talent Pipeline
From ApplicantTo Digital Theatre Talent
Through hands-on practice, the institution can see participants' real performance — not rely only on a CV or an interview.
18 — What Does The Host Institution Gain?
You Are Not Just HostingA Workshop.
You are building a digital talent pipeline.
19 — How The Partnership Works
The Partnership Timeline
Before
Host + Training Team decide:
Objectives · Audience · Platforms · Brand Rules · Content Needs · Access · Practical Scope
During Training
Learn · Practice · Team Formation · Role Assignment · Challenges
During The Festival
Supervision · Production · Evaluation · Publishing · Scoring
After
Final Evaluation · Recognition · Portfolio Documentation · Outstanding Talent Selection · Potential Future Collaboration
20 — Secure Digital Access
Role-Based Access
Hands-on practice on real platforms happens through defined access, so that:
21 — The Team
Strategy × Creativity × Content × Technology
One digital stage.
- Strategy
- Content
- Audience
- Campaigns
- Social Media
- Analytics
- Digital Workflows
- AI for Marketing
- Practical Supervision
- Creative Direction
- Commercial Direction
- Art Direction
- Branding
- Visual Identity
- Graphic Design
- Social Media
- TVC Production
- Web Development
- WordPress
- SEO
- AEO
- GEO
- Google Ads
- Analytics
- Domains & Hosting
- Digital Infrastructure
- Creative Industry
- Creativity
- Content
- Content Creation
- Art × Marketing
- Creative Personality
22 — Why This Team?
Four Perspectives.One Digital Stage.
Think. Create. Build. Publish. Measure. Adapt. Grow.
23 — The Creative Session
What DoesCreative Mean?
A session by Khaled Elkhateb, Creative Director — from RAP culture to the Creative Industry.
Part 01
The Relationship Between Art & Marketing
From RAP to the Creative Industry
Part 02
What Is “Creative”?
Talent, nature — and the creative personality
- Defining the term “creativity”
- The dimensions of the creative personality
- The divine gift planted in your nature — or not
“We were created introverts to create — and you were created social to talk about our creativity.”
Part 03
What Is “Content”?
From the arts to marketing
- What “content” means across the different arts
- Then what it means in marketing
Part 04
What Is a Content Creator?
Creator or performer?
- The difference between the creator and the performer
- Discover whether your nature fits the Creative Industry — or not
24 — Proof of Concept
CIGUT
Cairo International Gathering for University Theatre
The practical experience behind the methodology comes from years of work inside the theatrical and cultural environment — through communication, content, marketing, digital platforms, design and media production.
4K → 10K
University Star Page Growth In One Month
1,000+
Applicants
124K+
CIGUT's Current Page Audience
The 124K+ figure is presented as a cumulative result of digital work across multiple stages — not the result of the University Star campaign alone.
25 — Live Edition
The Workshop Goes LiveAt CIGUT 2026
Dramaturgy of Marketing is part of the 8th edition of the Cairo International Gathering for University Theatre — the “Sahibat Al-Saada” edition honouring Esaad Younes, October 24–30, 2026.
26 — From Case Study to Methodology
CIGUT Was The Laboratory.Dramaturgy Of Marketing Is The Method.
The practical experience produced a set of principles and practices. That experience can now become a program applicable in other environments.
27 — International Edition
The Method Travels.The Context Changes.
The program can be delivered internationally while keeping the core methodology, adapting:
So it can be delivered with:
28 — Flexible Formats
How The Program Can Be Delivered
29 — Digital Responsibility
Build. But Build Responsibly.
The program works with a real digital environment, so it includes principles of:
30 — The Bigger Vision
Building The Next GenerationOf Theatre Digital Talent.
The problem isn't that theatre lacks talent. The problem is that part of that talent hasn't yet learned the language of the digital age.
We don't just want good artists
Nor just good marketers
We want people who understand: Art + Audience + Digital
31 — The Final Idea
The Artist Already Has The Talent.
We don't replace that talent with technology.
We give it:
- Strategy
- Tools
- Technology
- AI
- Practice
- A Digital Stage
32 — The Closing
The Stage Has Changed.
The audience is everywhere.
On The Stage.
On The Phone.
In Search Engines.
On Websites.
In AI Systems.
The digital stage is already part of the theatre experience.
The question is no longer: do we need digital talent?
It's: who is going to build our digital stage?
33 — Final CTA
Build The Next GenerationOf Theatre Digital Talent.
Bring Dramaturgy of Marketing to your institution.
Theatre × Marketing × Creativity × Technology × AI
Think. Create. Build. Publish. Measure. Adapt. Grow.
Get In Touch
Theatrical Mind. Digital Impact.