Manhattan Theatre Club:
Creating a Web Presence

Manhattan Theatre Club (MTC) had been successfully producing plays on and off Broadway since 1972, winning every major theatrical award and critical acclaim. Tickets are sold mainly through subscription plans, and the existing web site was little more than “brochure-ware.” We were contracted to redevelop the site, upgrade the design and build-in added features to make the site an integral part of MTC's marketing efforts.

Find Them

Expanding the Audience: Developed the “30-Under-30” marketing program to specifically reach a younger audience. It included a special subscription package to ticket discounts, e-mail blasts about behind the scenes news, contests, “free stuff” and more. Search Engine Rankings: The site was optimized to be more accessible to the major search engines.

Reach Them

Web Site Redevelopment: A web site with an updated design with an improved information architecture was developed and the home page was reconfigured to feature current productions and other items of interest. Online Subscriptions and Donations: Custom programmed a module to allow visitors to purchase or renew subscriptions online. The module also included an admin feature so MTC staff could make revisions in real time. A similar module was developed to for online donations. Online Newsletter: Created an online version of the subscriber newsletter OffStage/Online to save on postage and speed distribution.

Keep Them

ROI: Subscription/Renewals Section of web site generated over $300,000 in subscription sales each season for the last three. The "30-Under-30" program resulted in an increase in younger subscribers. Social Media: Created an MTC Podcast area on iTunes and pages on YouTube and Facebook to increase MTC's web presence. Search Engine Performance: Improved coding and placements on social media sites improved MTC’s rankings on Google, Yahoo and other major search engines. Customer Satisfaction: Focus group responses showed that members found the new web site easy to use and information easy to find.