Rethinking Theater. Redefining the experience.
Amplify Crossroads Theatre’s legacy through its diverse perspective and impact in the live theater industry to inspire and educate the next generation.
Client
Crossroads Theatre Company was founded by Ricardo Khan and Lee Kenneth Richardson with the belief that Black Theater was meant for a diverse audience. Crossroads Theatre aimed to combat the idea that only the white majority should be represented on stage.
PSA Video
PSA STORYBOARD
Stretegy
Problem: Millennials perceive live theater as inaccessible, unrelatable, and lacking in diverse representation.
Insight: People do not think an accessible, relatable, and diverse theater experience exists, but it does at Crossroads.
Solution: Amplify Crossroads Theatre’s legacy through its diverse perspective and impact in the live theater industry to inspire and educate the next generation.
Message: Preserve our heritage by honoring our past. Enrich our future by captivating a new audience.
KEY POINTS
Address the barriers Millennials encounter in accessing live theater, including cost and the need for more engaging content on social platform.
Emphasize theaters’ role in fostering inclusive cultural dialogue through diverse perspectives that resonate with Millennials.
Highlight the importance of diverse casting and storytelling.
TARGET AUDIENCE / PERSONA
Millennials
Emily
Millennial
Marketing Specialist, 40
Lives in New York
Income: 250K
Her interests are attending art crawls, live theater, film festivals, and traveling.
She values authenticity, social justice,
and community.
Story of Crossroads
Promote Crossroads Theatre by sharing the PSA as an Instagram Reel and Story, both with calls to action for show attendance or donations. The Reel encourages users to click the bio link to donate, while the Story uses the “link” feature to take them straight to the donation page. Boost engagement with polls, hashtags, and comments.
Theatre reimagined
Clear up misconceptions about live theater-like high ticket prices, lack of diversity, or being unrelatable—by launching a ‘Myth vs. Truth’ series on Instagram. Viewers can swipe through carousel posts to reveal the real facts and explore the rich, evolving identity of Crossroads Theatre.
