CASE STUDY: ARTS ORGANIZATION

Ticket to success: A long-standing relationship with the Adirondack Theatre Festival in Glens Falls, NY allowed us the latitude to shift the presentation of the Festival in a way that preserved the sanctity of existing relationships, while inviting a new audience through bold graphics, edgy messaging and heretofore, unprecedented brand consistency.

A family of collateral, from season mailer and brochures, to posters, postcards and event outreach, led the Festival to increase both single ticket sales and series tickets in a year when it was quite nearly expected that they would lose subscribership. This coincided with a strategic introduction of a new format of later curtain times and edgier content, demonstrating that the messaging was more than words, backed up by solid performances.

The numbers for 2008 were up 21% over 2007, and in 2009 were up 9%, defying a national trend of plummeting subscription numbers for theatres nationally. Additionally, the cumulative effect of the marketing partnership increased non-local attendance by 200%, meaning that 17.6% of the audience was not from the Greater Glens Falls Metropolitan Area.

DELIVERABLES: Brand Identity, Advertising, Season brochure, Facebook Support, Outdoor, Event marketing, Fundraising materials

FROM THE CLIENT: “Now that the season has come to an end, I want to formally thank you  for all you did for ATF this year.  The new identity, season brochures and posters were amazing and I know they directly contributed to our success this summer. Thanks for helping us get the word out, and  for doing it in such high style.”

—Mark Fleischer, Producing Artistic Director