TheatreCraft (the UK's largest free theatre careers event)
Increase attendance amongst 16-30 year olds, and create an updated brand identity that has wider appeal.
Marketing, Art Direction, Graphic Design
Focus groups were held to establish the effectiveness of previous years' campaigns when trying to appeal to our target demographic of 16-30 year olds. The general feedback was that it was too vague and confusing, and that it was hard to know what was being advertised. Some male respondants felt that the use of pink (along with the logo) made
the event less appealing to them and they felt it was too ‘feminine’. In response, the new designs drew inspiration from retro, 80’s themed aesthetics in line with current trends, and the messaging was kept clear and concise.
To transform adidas stores into a community space where we tackle the impossible.
As the channel most used by our target demographic, it was vital that we ran a comprehensive Instagram campaign in the run up to the event. This helped to raise awareness of TheatreCraft to a wider audience, saw an increase in our followers of 1,488 (compared to 611 from 2017 to 2018).
This marketing campaign was hugely successful and achieve the highest rate of sign-up ever seen for TheatreCraft, at a total of 2,960.
A refresh of the branding and a focus on a sustained, coherent and dynamic social media campaign, particularly across Instagram, had a fantastic impact on engagement figures.
Where in previous years we have observed significant 'spikes' in sign-ups following particular marketing activity,
followed by lulls, this year, a more steady increase could be seen across the entire booking period.
"I thought this year was a much better event, not in organising, but in the entire 'feel' of the place. It just felt busier and more 'electric'."
"We loved it this year - we have been there for the last 4 years and it definitely felt like the busiest one so far which was great! So many keen people looking for exciting opportunities so there was a great buzz!"
"It seemed this year that the Marketplace was much busier, constantly, than any other year."
The event artwork featured a much darker colour palette, and gradients and shades of blue were introduced to give a more universally appealing look.