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Shakespeare’s Brand Strategy

By 21 Jan ’12Case Studies


In 1994 Kevin began working with leading regional theatre organization Shakespeare & Company. In the ensuing years, working with multiple marketing directors, executive directors and development staff, Kevin has nurtured and developed every aspect of the Company’s brand and communications.


Maintaining consistent, year-round communications for the Company through the vicious economic cycles of the last 2 decades has presented myriad challenges. Ambitious goals for audience development, product sales and visibility have been in stark contrast to available funds and client committment.


Consistency of message, economy of media, and solid foundation elements have been the core of Kevin’s strategy for the Company over the years. Through a rigorous process of building solid architecture and workflows from the beginning, the execution of the program has been efficient and effective. The core architecture of the MySQL database underlying the Company’s website has gone virtually unchanged in over a decade since it was built, allowing for significant redesigns of the overall site to occur annually without having to commit to a costly rebuild. Strict management of graphic standards and overall brand expression have lead to the development of quick approval process and a high level of quality control.


In 1994, Shakespeare & Company was a summer-festival of 6-8 weeks, with a tiny year-round staff and no permanent home. Today, the Company performs all 12 months, reaches tens of thousand of high-school age audience members through its education programs, has established itself as a leading voice in the performance of Shakespeare’s plays, has a full-time staff of around 40, and manages a multi-million dollar budget. The Company’s productions are seen by over 40,000 audience members each year and are regularly reviewed in national media.