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Playing On Into the Next Century The Repertory Theatre of St. Louis presents more live performances than any other arts organization in St. Louis, through its Mainstage, Studio Theatre, Imaginary Theatre Company, and Lab Project productions. The Rep has achieved national attention for the quality of their work under the direction of Steven Woolf, Artistic Director and Mark Bernstein, Managing Director. Their bold marketing campaigns have helped them build over 20,000 season ticket subscriptions. Each season, The Rep challenges Wehrman & Company to build an integrated marketing campaign for its diverse stage productions using direct mail, advertising, individual show programs, and informational literature. Since 1985, we have created campaigns that tie together under one campaign concept the wonderful variety of productions the Rep hosts each year. This umbrella message is designed to capture the spirit of each season while providing a common link between a variety of marketing exposures. Under this umbrella campaign, we create show identities -- each one a work of art in its own right -- for every Rep production. In more than 15 seasons, we've created some 100 show logos. Over the years, each season's campaign has reflected the vibrancy and excitement that live theater brings to a community. Creating that marketing message is a true collaboration between both the theatre and Wehrman teams. Following are a few of the most recent campaigns. 1999-2000 With all of the Y2K media saturation, our campaign this year was especially challenging. We wanted to leverage the power of the the "millennium" excitement but with a twist. "Playing On -- Into the Next Century" is the message we created to launch the 1999-2000 season. Each word is important because we wanted to identify, first that theatre performance is The Rep's business and second, that it is a continuously growing and ongoing part of the community. This is the 33rd season for The Repertory Theatre of St. Louis. 1998-1999 "It's Your Time -- at the Rep" was the campaign message in 98-99. We recognized that there is a lot of competition for the entertainment dollar and consumers have many excellent choices on how to spend their time. In our campaign we communicated that your time at The Rep was special and that now was "Your Time" to experience live theatre at its best. 1997-1998 "Great Plays -- Play at the Rep" is a wonderful play on words and yet it's surprisingly accurate in its simplicity. It's important to create campaign messages that only The Rep can own. By incorporating words and ideas unique to this organization, they can own a phrase that always builds brand awareness for them. 1996-1997 "Still Playful After 30 Years" was the anniversary message we helped create when The Rep celebrated its 30th season. It said to the community, "We're very much alive, creative and enjoying the immediacy of live performance." The anniversary logo was designed to be active, colorful -- and playful. It was used throughout all marketing efforts including special stationery, direct mail and advertising. The Creative Process Creating a new season campaign begins long before the current season has ended. As the next season's plays are being researched and booked in advance, we meet to discuss and brainstorm the best ways to launch the season. These brainstorming sessions allow designers to exchange ideas with The Rep in a series of casual meetings where dozens of rough ideas are tested out. Ideas cover the walls of our conference room and many ideas are explored in real time on our computer systems with the input of everyone in one session. Collaboration is truly the key to interpreting one creative medium (theatre) with another (graphic design). Group discussions in front of a computer encourage rapid exploration of design variations. Whether directing actors or designers, the creative process has similarities. The process of developing themes and individual show identities requires a team approach so that all the shows don't look too similar. As ideas are conceptually approved, several individual designers refine the artwork under the direction of a central project manager. The Strategy The marketing calendar has been highly refined over the years to both current subscription ticket holders and reach new audiences. A mix of public relations, internet exposure, direct mail, telemarketing and newspaper advertising all contribute to The Rep's success. Direct mail is timed to reach subscription holders before the current season ends and new subscribers are targeted in April-May and August-September. Creatively, we rely on strong colorful graphics and current photography from the most recent season to convey the excitement of live theatre. Great performance photos are an on-going requirement for marketing the new season. Colorful show logos provide a preview of the type of plays that are scheduled. We brand each show with a custom logo that will appear in newspaper ads, direct mail, show programs and lobby and marquis signage. Throughout all of the marketing exposures we maintain the identity of The Repertory Theatre of St. Louis. With its distinctive "show lights" logotype. it provides strong recognition. After 33 seasons, its brand equity is extremely valuable.
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