Audience Increase Soars at Parson’s Nose Theater!
Find out how 5D Spectrum contributed to this incredible increase in audience attendance for Parson’s Nose Theater 2018-2019 season!
With Parson’s Nose Theater (PNT) nearing its 20th year as a professional company known for presenting literary classics with a comedic flair, the leadership knew it was time to revisit their brand and marketing strategy. A new subscription offering was in the works and so were new expectations and goals for audience increase.
Fans of PNT were highly loyal and served as the primary source of ticket income but there weren’t many new faces in the audience. The marketing strategy had been focused primarily on local print advertising, keeping the pool of new attendees rather limited. They also wanted a website that did a better job of showcasing the PNT experience while having more effective calls-to-action for ticket purchasing and making donations.
5D Spectrum combines strategy and design with a story and experience to build a strong brand and understands that real human interaction is what connects a brand with its audience. We went to work to design an updated identity that reflects the true attributes of PNT, articulates its mission, and shows the delightful human experience that their performances provide.
The result is a new logo, full website rebuild, and updated marketing collateral and signage. A new omni-channel media plan and advertising strategy now provide a diversified landscape in which to reach new audiences.
After implementing the 5D Spectrum Discover and Design steps, the updated brand identity now embodies the spirit and era of the classic works the company performs while featuring the actors at work on the stage. It also creates a sense of place for their recently acquired theater residence located just around the corner from Pasadena’s famed theater district. Our Develop and Deploy steps to ensure that the refreshed messaging is deployed to all of PNT’s communications, from social media to emails to press releases and direct mail.
The result has been a 50% increase in theater attendance. First-time attendees and more general ticket buyers are the important leads for subscription and annual giving, as well as positive word-of-mouth marketing. Results Delivered!
If you are interested in increasing your audience reach contact De Ivett for more details!
To see more of how we improved the Parson’s Nose branding and audience reach check out our project portfolio.
