CASE STUDY: Theatre Bay Area

The Challenge

Theatre Bay Area, a San Francisco based 501 3c advocacy group for the performing arts, has a mission is to unite, strengthen, sustain and promote the theatre community of the Bay Area, working from the conviction that the performing arts are an essential public good.

The Solution

ARTÉMIA was enrolled to provide comprehensive marketing, strategic outreach and PR services to engage new and diverse audiences. Through partnerships with key media outlets our team was able to promote the campaign through PSAs, advertising, newspaper coverage, online event listings, flyers, outdoor transit advertising, media interviews, direct email and social media. The campaign culminated in an online ticket giveaway as well as a public event at Union Square that presented a variety of performers and offered free theatre tickets to the general public for a performance of their choice.

The Results

The Free Night campaign was one of Theatre Bay Area’s best performing programs and during the campaign’s first three pilot years the audience was remarkably diverse (39% nonwhite), young (80% under 50 with a median age of 29), and spread evenly among income brackets. Due to its success, advocacy partners across the U.S. adopted the program and used the templates created by ARTÉMIA as a foundation for their outreach.