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Tony Award-winning A.C.T. needed to attract new ticket buyers and new donors to endow the organization and guarantee its future. With top shelf artistic leadership, a core company of resident actors and a beautiful historic theater registered as a national landmark, A.C.T. needed to understand how to translate those features into benefits that would resonate with their audience.
| Initial project phases focused on researching the attitudes of San Francisco Bay Area theatergoers and their perception of A.C.T. Next, recommendations were made on how to reposition the identity of the A.C.T. brand for greater appeal.
The outgrowth of the research was a marketing plan that identified specific tactics A.C.T. was to undertake in support of a redefined brand, along with the creation of a new visual identity and a design standards manual to ensure consistent, compelling communication season after season. |
In the first year alone, ticket sales jumped 20%. Branding, strategic marketing and design services for A.C.T. focused on maintaining a consistent look and feel for the theater company so that ticket buyers and donors could better understand and relate to them. From dramaturgy to fundraising to promoting individual performances, communication materials began to project an image of the theater as vibrant, innovative and essential to the San Francisco performing arts scene. A place for everyone: In Good Company. |
For more information about other American Conservatory Theater projects, visit these portfolio pages:
Logo and Identity System
Annual Report
Campaigns
Logo and Identity System
Annual Report
Campaigns
© 2002–2008 Mission Minded Mission Minded is a Certified San Francisco Green Business and San Francisco certified Women Business Enterprise. Mission Minded helps nonprofit organizations and other do-gooders. Our services include brand strategy, graphic design, Web development and message development. Contact us at 415.552.9360 or info (at) mission-minded.com. |
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