The Project: Launching The Resident Theatre Company
RTC is a new professional theatre company in West Chester, PA. It launched in 2015 by a group of seasoned professionals with experience on Broadway and in some of the most prestigious theatres in the country. RTC offers Broadway musicals, Tony award winning plays, and much more featuring astounding professional actors, singers, directors and designers from NY and Philadelphia. Getting this amazing caliber of talent to West Chester was the easy part. The real challenge proved to be raising the money to produce professional shows and building the awareness for this Chester County treasure.
Objective 1 - Raising the Money
The Approach: You can’t raise money if people don’t know who you are. The Resident Theatre Company needed to be branded as professional, New York quality theatre available in your backyard. RTC is bringing Broadway to you; we needed to get that message out. Our initial approach was to build media impression that would entice corporate sponsors and individual donors. We developed a campaign which told our story, got people engaged in the brand and excited about what was coming.
Fundraising Campaign- Let’s Turn the Lights On This campaign included:
Direct mail print
3 fundraisers (*All food & drink donated by local restaurants and distilleries)
Corporate Sponsorship program
Founders Club - only 50 spots available
Insiders Club - different tiers to choose from for individual donations
Sampling of work
The Results: Over $200K raised!
Acquired an additional 15+ Founders @ $5K each
Hosted 3 fundraising events where we raised a combined total of $100K+
In addition, all food and beverages were donated for the events.
Playbill Ad Sales Totaled $10k+
Received Sponsorships from the following:
Main Line Today
County Lines Magazine
Objective 2 - Selling Tickets
The Approach: RTC’s initial show, Spamalot, launched March 31, 2017. In the months leading up to the debut, many people still did not know who the Resident Theatre Company was and what we were about to do. Very quickly, they found out. We built an integrated marketing strategy that encompassed print, digital, social, PR, events and loyal advocacy from current RTC followers. Spamalot Campaign- This campaign included:
Direct mail print
Opening Night Party
All food & drink donated by local restaurants and distilleries
RTC's Rising Stars - a group of exceptionally talented RTC students that aim to build community through Arts exposure for those who may not have the opportunity to attend one of RTC's in-house performances.