Client Testimonial

“Briana was a real godsend during a difficult time. She stepped in calmly and took the reins of our marketing department. Thanks to her, we moved from crisis to exceeding our targets, significantly growing our customer base and improving our processes for the future. I can’t say enough good things about Briana—if you get the chance to work with her, count yourself lucky.” – Andrew Chandler, Executive Director of Chester Playhouse

Client Overview

Chester Playhouse, a historic 176-seat theatre located in Chester, Nova Scotia, has been a cherished venue for arts and culture since its founding in 1938. Following a fire in 2021, the theatre underwent significant renovations and reopened in August 2023. As a community-focused venue, Chester Playhouse offers a variety of performances, including live theatre, music, and film screenings.

The Challenge

In 2024, Chester Playhouse faced a critical challenge: driving ticket sales for their summer season, particularly for multi-date productions, which posed a higher financial risk. The Playhouse’s internal marketing resources were limited due to staffing shortages, and they urgently needed strategic direction and hands-on support to maximize attendance.

The Solution

To address these challenges, Briana Doyle (Troubadours & Vagabonds Productions) was brought on board to lead the marketing efforts. The engagement was structured into three phases:

1. Strategic Planning: Develop a comprehensive marketing plan tailored to the Chester Playhouse’s needs, leveraging digital channels such as email marketing and Meta ads, with a focus on improving the sales funnel.
2. Implementation & Support: Provide weekly coaching and hands-on support to Chester Playhouse’s internal team, ensuring efficient execution of the strategy.
3. Review & Analysis: Conduct a post-season review to evaluate the effectiveness of the marketing efforts, focusing on ticket sales, digital engagement, and audience feedback.

Execution

The strategy aimed to create a cohesive marketing funnel that guided potential attendees through various stages—awareness, engagement, and conversion. Key tactics included:

• Utilizing Meta ads and Instagram/Facebook Reels to generate awareness, particularly videos featuring the Executive Director, Andrew Chandler, which received strong audience engagement.
• Implementing retargeting strategies on social media to convert interested prospects into ticket buyers.
• Leveraging local print media and radio to complement digital efforts, maintaining a well-rounded approach to reach both older and younger demographics.

Key Results

The summer season concluded with significant successes, including:

• Profitable Season: The Playhouse ended the summer season in a strong financial position.
• Exceeded Sales Targets: Four live shows and all movie screenings surpassed their ticket sales goals​.
• Improved Social Media Metrics:
  • Facebook reach increased by 43.2%.
  • Instagram reach skyrocketed by 500.6%.
  • Total Meta ad reach was over 226,800, with a 277.6% increase in link clicks.
• Positive Audience Feedback: Post-show surveys reflected an average satisfaction rating of 4.89 out of 5, with many attendees praising the quality of performances and the welcoming atmosphere​.

Challenges Encountered

Despite the successes, the campaign faced some limitations:

• Technical Issues: Problems with Meta page setup and ticketing software limited tracking capabilities, making it challenging to directly attribute ticket purchases to specific ads​.
• Tight Timelines: A late start to the summer season promotion resulted in compressed timelines for ad creation and execution​.

Key Takeaways & Recommendations

The collaboration highlighted several strategies that can be further optimized for future seasons:

• Lengthen Campaign Periods: Starting promotions earlier could further enhance reach and engagement.
• Focus on Email Marketing: Given its effectiveness, Chester Playhouse could explore behavior-based automations and targeted campaigns.
• Utilize Audience Feedback: Leverage positive survey results to craft content that drives FOMO (Fear of Missing Out) and encourages advance ticket sales.
• Explore Enhanced Tracking Solutions: Upgrading the ticketing system to allow deeper data access could provide more actionable insights for future campaigns​.