Strategic Communications, Marketing Communications, Public Relations, Advertising
A Colonial board member asked Sterling to get the theatre’s marketing efforts in shape. The first year was a scramble to develop a brand for each show, streamline media placements, and identify the 20% of effort that would generate 80% return. First year results were not bad, the best in theatre history. Second year performance was excellent—in the black, spinning like a top. We stuck around for the third year encore, maybe to prove that the carefully designed and executed marketing plan was as good as we thought it was. A banner year for the Colonial. We bowed out, leaving the jewel of downtown Keene with a serviceable logo, theme, brand and marketing strategy.