Refining and Telling Your Brand Story
The Sprocket Report
Last time we reminded ourselves of the basics we already know about storytelling. Now let’s look at an example of how one organization uses their brand story in their marketing to give us ideas for creating our own stories.
Summer Place Theatre is a local not-for-profit that in 2016 was facing their fiftieth year in operation. After all those years, they not only needed a little marketing boost, but also deserved a little celebration. Fortunately, a 50th Anniversary makes for a great story!
Throughout the anniversary year, blog posts, social media, news releases and other marketing focused on the past fifty years of shows. Old photos were shared, interviews with past cast members were recorded and many walks were taken down the community’s Memory Lane. Everything revolved around the brand story that was told succinctly before each performance: “Welcome to the Summer Place! Naperville’s community theatre since 1966.”
The main audience for this story was long-time residents. Anyone who had ever been a part of a Summer Place production enjoyed reminiscing and was eager to share the story with others. People who used to attend Summer Place shows but had gotten out of the habit were inspired to buy tickets. Folks just putting down roots wanted to know more about this old institution in their new town. It was a highly successful brand story.
But now it’s 2018 and the anniversary party is over. It’s time to tweak the story. This year, the emphasis is on the COMMUNITY aspect rather than the fifty-year celebration.
The audience they are aiming for is those who want to be part of the behind-the-scenes team that makes the on-stage magic happen. That includes crew members, advertising pros, committee managers, sponsors – all the important skills beyond singing, dancing and acting.
Blog posts, social media, news releases and any other marketing will revolve around how anyone can be part of a theatre team by sharing their specific skills. The goal is to attract a new audience to get involved and introduce their friends and family to Summer Place Theatre shows.
Of course marketing is never a guaranteed success. But having a plan, measuring the results and revising as needed is a tried-and-true best practice. Don’t stress over creating the perfect brand story right away. Every good story is refined along the way – yours included.
If you have a story to tell but don’t have the time to share it properly, consider outsourcing that effort. Give us a call to discuss how we can help.