A Theatre's Brand Identity & Community Relationships: A New Approach to Marketing Strategies
Location
Memorial Ballroom, Hall Campus Center
Access Type
Open Access
Presentation Type
Oral presentation
Entry Number
99
Start Date
4-16-2026 11:00 AM
End Date
4-16-2026 11:15 AM
School
School of Liberal Arts and Sciences
Department
Theatre Arts
Keywords
Theatre, Marketing Strategies, Brand Identity, Community Relationships
Abstract
Theatre is collaborative among the community, the business in itself, and the audience who attends the shows. However, its survival is increasingly threatened by the dominance of streaming platforms. This thesis investigates the essential characteristics of a successful theatre company, arguing that longevity depends on its connection between the brand and the community. From an outsider perspective theatre is seen solely as performance based–acting, singing, and dancing instead of the business side like marketing and advertising.
I will be focusing on Central Virginia institutions–WolfBane Productions, The Producers Playhouse, the Academy of the Arts, and EndStation Theatre Company. This study utilizes a mixed-method approach to identify how a brand markets itself as a whole. Primary data includes semi-structured interviews with theatre companies, owners, and staff members; while secondary data will be collected from articles, and websites. By examining articles, websites and in-person interviews the study shows what marketing methods are the most effective in promoting a theatre brand, and how those methods are used to connect with the community.
Ultimately, a theatre’s brand identity is more important than any individual marketing tactic of a production because it establishes a standard of excellence that builds long-term patronage and loyalty beyond a single production. That theatre's brand identity is located in its relationship with its local community. The relationship between a theatre and a community is in brand identity.
Primary Faculty Mentor(s)
Dr. Robin Bates
Primary Faculty Mentor(s) Department
English Department
Additional Faculty Mentor(s)
Dr. Mike Robinson Dr. Elizabeth Sharrett
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A Theatre's Brand Identity & Community Relationships: A New Approach to Marketing Strategies
Memorial Ballroom, Hall Campus Center
Theatre is collaborative among the community, the business in itself, and the audience who attends the shows. However, its survival is increasingly threatened by the dominance of streaming platforms. This thesis investigates the essential characteristics of a successful theatre company, arguing that longevity depends on its connection between the brand and the community. From an outsider perspective theatre is seen solely as performance based–acting, singing, and dancing instead of the business side like marketing and advertising.
I will be focusing on Central Virginia institutions–WolfBane Productions, The Producers Playhouse, the Academy of the Arts, and EndStation Theatre Company. This study utilizes a mixed-method approach to identify how a brand markets itself as a whole. Primary data includes semi-structured interviews with theatre companies, owners, and staff members; while secondary data will be collected from articles, and websites. By examining articles, websites and in-person interviews the study shows what marketing methods are the most effective in promoting a theatre brand, and how those methods are used to connect with the community.
Ultimately, a theatre’s brand identity is more important than any individual marketing tactic of a production because it establishes a standard of excellence that builds long-term patronage and loyalty beyond a single production. That theatre's brand identity is located in its relationship with its local community. The relationship between a theatre and a community is in brand identity.