Digital engagement in the arts

Digital Annual Report for Seattle Theatre Group

Seattle Theatre Group logo.

Art and culture are not luxuries. They’re vital to a thriving community.

The arts enrich our lives, inspire our dreams, challenge our assumptions, and expand our world. 

The Seattle Theatre Group brings 500 events annually to audiences across Seattle: Broadway shows, concerts, theatre, lectures, films, educational and community enrichment programs.

The problem? Most of STG’s ticket buyers don’t know that the organization is a nonprofit organization, or that it makes a profound impact on the region in three ways: by preserving historic venues, by bringing world-class (and sometimes unfamiliar) art to the community, and by increasing access to the arts throughout the community. 

This ticket’s more than a ticket

We saw an opportunity to increase awareness of STG’s impact through stories in their online annual report. This would only work if people saw the report and read its stories. 

How did we get the report to more people? The answer was in front of our eyes.

Every day, STG provides ticket buyers with confirmation of their purchases. Why not use that vehicle to drive a captive audience straight to the heart of the story?

Iterations of the annual report.
Visuals from the annual report.
Posts on #MyVitalArt

Working with Seattle Theatre Group and their ticketing vendor, we created a new message that appeared with each sale: “Did you know you bought more than a ticket? Supporting STG means guaranteed world-class art and culture for Seattle. Learn more at stgpresents.org/stories.” 

Pyramid developed the online report’s website, complete with compelling stories and video. We also invited ticket buyers to share their experiences on social media with the hashtag #MyVitalArt. From there, STG ran with the theme, putting the hashtag on their venue marquees, using it for the foundation of new videos, and adopting it as the theme of their 2015-16 season.

Along the way, we exposed Broadway fans to STG’s arts education work, indie rock fans to partnerships with world-renown choreographers, and lecture attendees to community arts programming.

The annual report website.

Results come to life in real time

As an added benefit, the report is updated periodically, allowing ticket buyers from previous years to see their support coming to life, and new donors, to see the breadth of the work and relationships that STG has built.

332%

increase in traffic YoY

61%

returning visitor traffic

Launch website

Who was involved

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Seattle Art Museum
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Seattle Theatre Group
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