Marketing Community Theatre
I learned that marketing community theatre can be both challenging and fun as I went to work with Scottsdale, Arizona’s Desert Stages.
Established in 1995, Desert Stages provides aspiring young performers with often life changing theatrical training. The theatre provides high-quality live performances for the entire community and prides itself on providing a creative and inclusive environment where actors can learn, grow and thrive.
The Challenge
From 2004 through 2016, the theatre occupied a small (6,500 square foot) building on the corner of Scottsdale Road and Highland Avenue in downtown Scottsdale. The location was convenient to most Scottsdale families and the rent and additional operating expenses were manageable. Then, everything changed.
During 2017, Desert Stages moved to nearby Scottsdale Fashion Square. While moving into prestigious Fashion Square increased the theatre’s visibility and capacity, it also created a pressing financial challenge.
The move increased (doubled) the theatre’s space to about 12,500 square feet dramatically increasing space rental expense. It also necessitated extensive renovations to convert two movie theater spaces (which had no stages) into live performance venues with large stages, curtain systems, theatrical lighting and sound systems, and dressing rooms.
To deal with these financial challenges, the theater company initiated a $900,000 fundraising campaign and retained me to implement a marketing program.
Research
My initial research with audiences and parents of young performers indicated a very high level of satisfaction with both theatrical performance and training programs. That was the good news. But, the not so good news was that community awareness of Desert Stages was at a very low level. As a result, show ticket and training revenue was falling far short of covering rent and additional expenses.
Strategy
I implemented a marketing strategy that centered on:
- Defining a compelling Desert Stages Brand
- Developing a website that told the brand story, promoted youth theatrical training and both current and upcoming shows.
- Integrating a robust ticket sales and management software application into the new website.
- Developing relationships with local news and family entertainment media and implementing an aggressive press release process.
- Securing a nonprofit Google Ad Grant and developing an extensive search ad campaign.
- Developing extensive marketing partnerships with Fashion Square and additional Scottsdale retail businesses.
Results
We implemented the new Desert Stages marketing program very quickly and results followed almost immediately.
Desert stages was warmly embraced by local media as the Desert Stages brand became integrated into the prestige and visibility of Scottsdale Fashion Square.
Donations increased within the first month of campaign launch. Website traffic tripled within the first 90 days. Within the first campaign year, revenue from online ticket sales increased from approximately 10% of total income to 50% and total monthly income for combined training and ticket sales increased by more than100%.
Need A Little Help?
Please do contact me if your organization needs a little (or maybe a lot of) help taking your marketing campaign to the top of the Internet.