Denver Center for the Performing Arts
Telling compelling stories about stories
Messaging strategy
To develop each season's messaging framework, I read scripts and led creative discussions with the artistic director, dramaturgs, illustrators, and key stakeholders to align on emotional resonance, themes, and tone. The resulting taglines and copy were refined through multiple iterations and used across season-long campaigns, including postcards, emails, brochures, rack cards, digital ads, Facebook campaigns, and web copy.
The result: 2 record-breaking seasons of over $500k in ticket sales
Holistic campaigns
For each show, me and my creative team crafted unique, unified campaigns that tapped into the emotional resonance of each show at every touchpoint.
For an immersive production like The Wild Party, we had the opportunity to infuse the experience even deeper into the brand creative, drumming up the excitement by adding the playful 1920s slang into even the most mundane interactions. For this campaign, I led brand strategy before applying it to web copy, mailers, digital ads, commercial scripts, and all Kickstarter communications, including scripting and directing the launch video.
The result: Successful $25,000+ Kickstarter campaign and extended run due to sold-out performances
Social media
Working with public relations, I created content campaigns and tactics based on our upcoming show schedules. Along with regularly scheduled posts, I was on-demand for live stream opportunities, capturing behind-the-scenes videos and photos, and community management. I also ran the Facebook Ads account, creating and scheduling paid content, tracking spend, and testing content for maximum ROI.
The result: 50,000 new organic followers and 3x the engagement
Ads
Ongoing print and digital ads were hosted in a variety of publications, including Applause magazine, The Denver Post, Colorado Business, and various programs for other arts organizations such as Opera Colorado and the Colorado Ballet. Digital ads included social and search.
Commercials
After years of using commercials with lightly animated versions of show art, I spearheaded a new commercial process using the actual actors from shows. I concepted, scripted, and directed all of the shoots on extremely limited time and budget constraints, getting creative with where we shot and how we used our actors to the fullest in under an hour. It was a fun, frantic and ultimately fruitful process!
The result: More engaging, human videos for TV and 2x the viewership on Youtube than previous spots
Event collateral
For immersive experiences, I extended the attitude and personality of the story into takeaway materials, without sacrificing clear, practical info. Our Off Center productions often had more activities inside, giving patrons more reasons to hang onto their takeaways and return for more shows.
