The hit musical Hamilton broke new ground, set new records, and inspired huge numbers of new audiences to come to the theater. SHN, the long-time home for Broadway in San Francisco, experienced a flood of new membership thanks to their production of Hamilton. As the next season approached, SHN had one clear goal in mind: to keep these new members for the upcoming season. They challenged Noise 13 to find creative ways to engage these newer members without ignoring their loyal, longstanding patrons.
We were inspired by the classic exterior signage of the Orpheum and the rich, immersive experience inside the theater. Taking cues from the Orpheum marquee and spotlights, we created a dynamic family of graphics that works fluidly across many touchpoints. We also selected a bright, youthful color palette that paired well with SHN’s primary burgundy brand color, but that was distinctively unique from past seasons. From printed brochures to digital graphics, we rolled out a full suite of promotional materials to help reach current and potential members.
We also developed the messaging, focusing on the phrase “Shining a Light on…” to highlight different aspects of the SHN experience, whether it be the plays, the value of membership, or the members themselves. By incorporating quotes from new and old members alike, the true value of SHN membership shines through in an authentic and genuine way.
The new member mailer gave us the opportunity to play up our theme in an unexpected and creative way. We maximized impact by adding a die cut to the interior pocket of the mailer; as you pull the card out, the interaction between the two panels mimics the effect of glittering lights. This design detail proved to be the breath of fresh air that SHN was looking for, generating buzz on social media and earning positive feedback from members.
The new design had a clear impact: 70% of members who had joined as part of the Hamilton wave renewed for the next season, surpassing SHN’s expectations and bringing the Broadway in SF experience to more enthusiastic theatergoers than ever before. As fellow Hamilfans ourselves, we were not throwing away our shot to help this iconic San Francisco brand. Now, like SHN’s members, we’re hooked on the theater and can’t wait to see what’s in store this season and beyond.
Membership marketing material