R.I.S.E Theatre Directory

“we not only exceeded our initial active user target by 133% but also generated 10.5B media impressions and 550% growth on social.”

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.

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

  • Data-Driven Insights

  • Branding & Messaging

  • Go-To-Market Strategy

Execution:
With a clear strategy in place, we executed a series of campaigns designed to drive awareness and engagement:

  • PSA Content Creation

  • Targeted Digital Campaigns

  • Influencer Activation

  • Community 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.