Theatre and Performing Arts
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.
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.
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.