Brand Strategy & Positioning, Experiential, Influencer,
Paid Media, Communications, Social & Digital Strategy, Content Creation

Challenge:
The RISE Theatre Directory, launched by Lin-Manuel Miranda’s Miranda Family Fund and the Maestra Organization, sought to increase diverse backstage hires in the theatre industry. They needed a comprehensive marketing plan to launch this national directory and authentically reach their target audience.

Execution:
We conducted an in-depth analysis of the theatre landscape, using data insights to understand audience needs and behaviors. Our strategy included:

• Brand Audit & Audience Segmentation

• Branding, Naming & Messaging

• Go-To-Market Strategy

• PSA Video Ad Content Creation

• Targeted Digital Campaigns

• Influencer Activation

• Community Organization Engagement

• Social & Digital Strategy

• Communications Strategy

Results:

• Surpassed the initial target by 133% in active users within the first quarter.

• Generated 10.5 billion media impressions.

• Achieved a 550% increase in social media following, thanks to data-driven execution and authentic community engagement.