Summer Lyric Theatre at Tulane University

Strategic event marketing that transformed sporadic campaigns into a subscription-driven revenue engine, delivering record-breaking ticket sales and audience growth.

Year: 2024-2025

The Challenge

A respected theatre program with artistic excellence needed marketing systems to match their creative quality. Their ad-hoc marketing approach left great shows opening without the buzz they deserved, missing opportunities to build sustainable audience relationships.

The Work

I developed a comprehensive marketing strategy structured around a subscription-first sales model in two strategic acts:

Act One - Selling the Season:

• Launched integrated subscription campaigns combining organic and paid marketing to drive early conversions

• Developed audience segmentation and retargeting strategies for past buyers, email subscribers, and site visitors

• Created consistent weekly email rhythm moving beyond transactional communications to ongoing engagement

Act Two - Individual Show Marketing:

• Deployed tailored creative and paid media campaigns across all platforms for each production

• Coordinated campaign timing across email, social, paid media, and PR to maximize momentum

• Implemented performance-driven digital advertising tracking actual ticket purchases for measurable ROI

• Combined digital innovation with strategic local marketing tactics including targeted lawn sign placement

The Impact

The subscription-first strategy delivered record-breaking results across all key performance metrics.

Achieved 45% increase in ticket sales, 42% growth in new season subscribers, and 42% boost in website traffic. Campaign generated 510K+ impressions with 18 press placements across top outlets. Most importantly, my work established scalable marketing operations that turn creative excellence into consistent audience growth with measurable ROI tracking.