Background
Shorenstein Hays Nederlander is one of the Bay Area's preeminent theater companies. But even after 30 years in business, the brand was not as visible as the productions they made possible. Gaining recognition meant the company had to be recognized as a major force in national theater, which would create powerful relationships with new and existing theatergoers.
Solution
We developed a strategic platform that positioned Shorenstein Hays Nederlander as the curator of world-class Broadway experiences in San Francisco. To give the brand a more contemporary presence, we transformed their full name into iconic initials: SHN. Then we used the equity of their existing tagline to create a fresh one: Broadway Reframed. A bold logo and graphic system complemented their new, revitalized identity.
We solidified SHN's brand messaging by developing integrated marketing tactics, including print advertising, web content, direct mail, a subscription campaign, and an outdoor campaign.
Results
Since the rebranding, SHN has been enjoying record subscription renewals. They were also chosen to be the Broadway programming partner for the Dallas Center for the Performing Arts, the most important theater venue to be built in the U.S. in decades. Scott Kane, SHN's VP, Marketing & Sales, had this to say about our work:
"Addis Creson has changed the way we, as an organization, think. They ask tough questions, challenge us to take risks, and inspire all of us—from our receptionist to CEO—to take responsibility for promoting our brand. They also develop a sound marketing strategy, backed by world-class creative that consumers actually choose to notice."
Brand Strategy
Naming
Brand Identity System
Strategic Marketing Initiatives
Workshops
Environmental Design
Merchandise Creation
Collateral Production
Print Advertising
Outdoor Advertising
Web Assets
Launch Campaign
Mechanical Supervision
Media Testing
