How Do You Convince Someone Live Theater Is For Them?
Durham Performing Arts Center (DPAC) | Marketing & PR Intern
Short answer: you ask them first.
DPAC wanted to bring more college students into its seats. Before creating a campaign, I wanted to understand why they weren't coming in the first place.
Through student research, I uncovered a key insight: the problem wasn't awareness. 85% of students knew DPAC existed. Only 53% had attended a show.
The gap was everything between "I've heard of it" and "I bought a ticket": price, transportation, and a lack of a reason to go now.
Using those insights, I developed This Seat's Yours, a student membership concept built around discounted tickets and loyalty perks, along with a Student Hub proposal that centralized discounts, transportation resources, and student-focused programming.
Beyond strategy, I supported the day-to-day marketing and PR efforts behind 25+ live productions, while managing event operations for audiences of 2,300+ guests per performance.
Results
Identified an 85% awareness / 53% attendance conversion gap through student research
Developed 2 audience-driven concepts to increase student engagement
Supported marketing and PR efforts for 25+ live events
Managed event-night operations for 2,300+ guests at a time
