Story
With a Catalyst grant of $18,750, the Intrepid Theatre Company Society developed a strategic marketing and communications plan for its new Metro Studio in downtown Victoria. The 2006 initiative continued the focus of the studio’s soft launch in 2005, by marketing the venue’s capabilities to potential patrons and event producers nationwide. The plan generated significant public interest in the venue via a market development survey, hotline, website, and other marketing efforts.
The initiative reconciled major issues: The studio required rental activity to be financially feasible; and fellow art presenters had suffered a ‘space crunch’ prior to the studio opening. As a result of the plan, the venue achieved higher rental revenue than budgeted and many user groups had higher than expected audience numbers for events. Due to the survey’s success, the society hired a full-time Audience and Market Development Consultant.
