The Hanover Theatre for Performing Arts sought to create a vibrant cultural destination and wanted to reach out to Central Massachusetts’ corporate community. They wanted this business audience to attend performances, become members, and donate to their capital campaign.
Solution
A 48-page glossy custom magazine with a membership/donation envelope inserted inside the piece was created. This commemorative custom magazine was distributed at all theatre performances, tradeshows, business expositions, chamber of commerce events and inside the Worcester Business Journal. Using the Journal allowed for an efficient and effective distribution channel, which reached over 30,000 business decision makers, who geographically and demographically fit the theatre's target audience.
Content
The magazine detailed the historical pathways of the theatre and its multi-million dollar renovations. It described the private and corporate donors who got behind the project and made the dream a reality. It also showcased the diversity of performances in the first few seasons. The custom magazine celebrated the cultural, artistic, and economic renaissance of the city of Worcester and the surrounding Central Massachusetts communities.
Success
Lisa Condit Director of Marketing and Communications stated, “The response to the magazine has been tremendous. Our donors and patrons are pleased and we appreciate the hard work of all who participated in spotlighting the theatre.”
Megan Patrick Operations Manager replied, “Bravo Worcester Business Journal!"