TULANE UNIVERSITY
SUMMER LYRIC THEATRE
Strategic marketing, sustainable growth.
How TVC helped increase ticket sales by 60% for this New Orleans performing arts organization.
The Challenge
A respected theatre program had built artistic excellence but needed marketing strategies to match.
Summer Lyric Theatre at Tulane University had earned an incredible reputation over the years with critically acclaimed productions and outstanding performances. Their artistic quality was undeniable, but their marketing approach was more ad-hoc. Great shows would open without the buzz they deserved.
The theatre was ready to build a marketing infrastructure that could reach new audiences. The challenge was familiar: how do you scale marketing efforts to match the quality of an already excellent artistic product? They needed strategic systems that could turn their creative success into sustainable audience growth.
Our Insight
TVC focused on this key insight: performing arts organizations were missing tremendous opportunities to deepen audience relationships in the digital landscape.
With audiences hungry for authentic connection and behind-the-scenes access, theatres that could encourage consistent engagement had huge potential for growth.
Summer Lyric Theatre was ready to build marketing systems that could work year-round, not just show-by-show.
The Approach
We built Summer Lyric Theatre a comprehensive system designed for sustainable growth rather than short-term promotions.
Our strategy focused on four core pillars:
Relationship Building: Moving beyond transactional marketing to ongoing audience engagement
Content-Driven Storytelling: Humanizing the theatre experience through behind-the-scenes access
Multi-Channel Integration: Combining digital innovation with proven traditional tactics
Performance Tracking: Measuring real conversions, not just awareness metrics
Our Work: Email Marketing Strategy
We transformed their sporadic email approach into an audience-building machine.
TVC created a consistent weekly email rhythm that kept each show on people's minds throughout the season. Rather than only reaching out when tickets went on sale, we established ongoing touchpoints that built anticipation and engagement.
Our audience segmentation strategy tailored messaging for different audience types and engagement levels, while automated nurture sequences welcomed new subscribers into the theatre community.
Our Work: Content Strategy
Our content strategy focused on humanizing the theatre experience and extending engagement beyond performance dates.
Behind-the-Scenes Content
Started capturing rehearsal footage and backstage moments
Created social media content that gave audiences insider access
Thought Leadership Development
Launched a podcast positioning their artistic director as a thought leader
Extended reach beyond traditional theatre marketing channels
Created content that attracted audiences interested in theatre
Our Work: Integrated Campaign Development
We combined digital innovation with local marketing tactics for maximum impact.
Our performance-driven digital advertising focused on results, running targeted ads that tracked actual ticket purchases rather than just awareness metrics. This allowed us to optimize campaigns based on concrete sales data and prove measurable ROI.
We also went back to basics with strategic lawn sign placement across the city. This local awareness campaign created community visibility that reinforced our digital efforts, proving that the most effective marketing combines digital approaches with proven traditional tactics.
Results & Impact
TVC's approach delivered measurable growth that continues to build momentum:
60% growth above previous year
Significant increase in email subscribers and engagement rates
Sustainable marketing systems that work continuously
Content strategy that serves audiences year-round
Measurement frameworks for ongoing optimization
The numbers tell part of the story, but the real success is in the infrastructure. Every email subscriber, every podcast listener, every person who sees that lawn sign became a potential long-term customer.
The foundation for sustainable growth gets built one touchpoint at a time.
LET’S BUILD SOMETHING CREATIVE
Get in touch with our team!
Let’s think about how you can increase and engage your audience.