I led audience engagement and communications for WaterTower Theatre — working to strengthen the connection with the audiences they already had, and lower the bar for the ones who'd never thought theatre was for them.
Most of the work was about tone: making the season feel like an invitation rather than a brochure, and naming the emotional reason to walk in the door before the marketing reason.
The challenge
Regional theatre has to do two things at once: take care of the loyal audience that keeps it alive, and earn new audiences who don't yet see themselves in it. The communications had to carry both.
"Theatre is for whoever feels invited — our job is to widen the invitation."
The approach
Rewrote audience messaging around what shows actually feel like, not just what they're about. Built campaigns and stories that led with the audience experience and treated regulars and first-timers as part of the same room.
Outcome
Stronger engagement and a more welcoming brand voice — one that helps the theatre stay vital with its base and feel reachable to the people walking in for the first time.