Theatre Latté Da
About
Inspired by the rich canvas of the human experience, Theater Latté Da (TLD) creates new connections between story, music, artist and audience by exploring and expanding the art of musical theater. TLD produces innovative musical theater in multiple venues around the Twin Cities, presenting stories that are intimate, amusing and enlightening.
Marketing Initiative
Theater Latté Da seeks to grow its audience and to strengthen awareness in the community of TLD’s brand versus the brand of each venue in which they perform. In its marketing plan, TLD determined strategies to increase awareness and frequency of attendance among core audiences and expand its audience by appealing to more people who fit the current customer profile. The organization also developed strategies to deepen engagement with younger audiences through activities surrounding preview performances.
Highlights, 2010-11
Theater Latté Da reinforced its brand using posters, post production emails, and paying close attention to logo and company information in programs, advertisements, postcards, flyers, and posters. Along with an annual audience survey, focus groups were held with season subscribers and single ticket buyers to discover and address motivations for attendance. Analysis of results from three of four productions in the 2010-11 season indicate that the number of single ticket households attending more than one production nearly doubled from the previous year. When results from the final show are factored in, the frequency number will undoubtedly go up further. Subscriptions also rose, by 78, representing a 37.7% increase. To engage a new, younger customer segment, TLD experimented with using previews and events to draw and interact with this target group.
Marketing Activities, Year Two
- Build a larger foundation of regular core audiences by increasing resources invested in subscription sales and adding more flexibility for patrons who subscribe.
- Continue the branding process through development of a communications plan, branding standards, and website enhancement to be more user-friendly and interactive.
- Encourage patron feedback from Facebook and Twitter contacts.
