Eagle Theatre

Industry

Theatre and Performing Arts

Services Provided

• Digital Infrastructure Audit and Optimization

• Website Revitalization with SEO Enhancement

• Marketing Strategy Development and Implementation

• Crafting Core Marketing Messages

• Online and On-Air Advertising Campaign

Background and Challenge

Eagle Theatre, a non-profit regional theatre, was facing a pivotal moment in its history, post-quarantine, following the pandemic. With no full season of performances produced during this period, the theatre was at a crossroads. The primary challenge was to announce its reopening effectively and develop a campaign that not only re-engaged its existing audience but also attracted new patrons.

Approach and Solution

Our agency embarked on a multi-phased strategy to revitalize Eagle Theatre’s digital presence and marketing approach. The initial phase involved a thorough audit and optimization of their website, ensuring a capable digital infrastructure with enhanced SEO capabilities. We then focused on prioritizing efforts that would yield immediate returns, strategizing the pacing of activities leading up to the next season. A crucial component was the development of core marketing messages — concise, powerful statements that encapsulated Eagle Theatre's essence. These messages served as a foundation for consistent communication across all platforms. Finally, with the website updates in place and season passes available, we launched a comprehensive advertising campaign, spanning both online and on-air channels, to maximize reach and engagement.

Results

The campaign successfully reinvigorated Eagle Theatre’s presence in the performing arts scene. The optimized website experienced increased traffic, improved search engine rankings, and a higher engagement rate. The core marketing messages resonated well with the audience, leading to consistent and effective communication. The advertising campaign played a pivotal role in not only re-engaging existing patrons but also in attracting a significant number of new attendees. The theatre reported an increase in season pass sales and overall ticket revenue.

Conclusion

Eagle Theatre's journey post-pandemic highlights the power of strategic digital marketing in the arts sector. By combining a strong digital foundation with compelling messaging and targeted advertising, the theatre successfully navigated the challenges of reopening in a post-pandemic world. This case study demonstrates the effectiveness of a holistic marketing approach in re-establishing and expanding the reach of a cultural institution, ensuring its resilience and continued relevance in a rapidly evolving landscape.