Background
Shorenstein Hays Nederlander is one of the Bay Area's preeminent theater companies. But even after 30 years of producing and promoting successful Broadway shows, they lacked recognition.
Challenge
The company came to us in 2005 because they wanted to step out of the shadow of their shows and gain recognition as the entity responsible for those shows. Our task was to elevate their brand as a major force in national theater while also generating appeal for Broadway shows among new and existing theater audiences.
Solution
To help improve their identity, we had to understand their essence. It was clear that theater was their heart and soul, and their passion for the performing arts pervaded everything they did. We developed a strategic platform focused on redefining Broadway for modern audiences and identifying Shorenstein Hays Nederlander as the curator of world-class Broadway experiences in the area.
We first transformed their full name into iconic initials: SHN. We then cast them as curators of world-class Broadway with a new tagline: Broadway Reframed. The equity they had in "Best of Broadway" was preserved as the name of their season ticket series. An evocative logo and fresh graphic system completed the picture.
From there, we solidified the brand messaging by developing integrated marketing tactics that included print advertising, Web content, direct mail pieces, a subscription campaign, and an outdoor campaign.
Results
Since the launch, SHN has been enjoying record subscription renewals. They are also taking their new brand on the road and have been 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.
"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."
Scott Kane VP, Marketing & Sales
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
