Case Study - Second City

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The Challenge:
As Second City Toronto prepared to launch a brand new theatre and a brand new show, a large scale, three-phase marketing campaign had to get the word out to the Press, second City Patrons and alumni, and the Public... the show had no name or logo yet... and the premiere was weeks away!

The Solution:
LoGograph staff implemented an Event Manager solution and the development of a seamless marketing roll-out that began with the Second City brand and incorporated show materials as they became available. Video footage and audio of the preview was incorporated into a rich-media Flash e-invite. A Campaign manager allowed multiple e-invites to be sent to the targeted lists from Toronto and Chicago, with RSVPs tracked online and followed up. The capacity of the theatre was capped in the database, so the show could "sell out" but not overbook... The result: a premiere event that could have ended in tears, ended in full house crying tears... of laughter!