Theatre Lab

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In 2013, the Theatre Lab School of the Dramatic Arts, a Washington, D.C.-based nonprofit called on our team to raise awareness about the organization’s work during its milestone 20th year. What started as a tiny workshop for five students had grown into the region’s largest independent school for the dramatic arts. Yet, outside the theatre community, Theatre Lab’s story was largely unknown. During an initial in-depth interview with Theatre Lab co-founders, our team learned that despite the recession, Theatre Lab’s enrollment spiked by 55 percent between 2008 and 2012. Theatre Lab thrived largely because of its ability to tailor programs to people at all stages of life—especially the unexpected acting student. Using this narrative, we launched a targeted media relations campaign to promote Theatre Lab’s rich history, and top-notch faculty within the Washington, D.C community. Our efforts generated nearly 20 million media impressions, in outlets including, The Washington Post Magazine, Washington Business Journal, WTOP Radio and the region’s most listened to NPR affiliate, WAMU. Our efforts are credited with significantly improving brand awareness among potential donors and growing enrollment by nearly 10 percent in one year– a record for the organization.