How adapting to digital advertising boosted our business

Studio Tenn is a hidden gem of a theatre company located in Franklin, TN, approximately 20 minutes south of Nashville. As the pandemic set in – forcing the cancellation of our 2020 season and eventually most of our 2021 programming – we were forced to adapt. Our biggest initiative was utilizing Zoom to host “Studio Tenn Talks: Conversations With Patrick Cassidy.” Cassidy is our artistic director, a famed Broadway performer and Hollywood royalty with his famous brothers, mother (Shirley Jones) and father. He was able to book incredible talent for these weekly shows, which were promoted on social media through content and promoted posts, as well as through e-newsletters and drip campaigns. Most boosted posts and ads were targeted to specific audiences in the Middle Tennessee area initially, but with the attention the programs were receiving, the net was cast wider to take advantage of the national and international audience that had taken notice of Studio Tenn. The results were impressive – we increased our social media following by 25% and its website traffic by more than 100% despite having no in-person shows for 18 months. Most importantly, donations to our nonprofit enterprise increased by 75% and put our nonprofit in a better financial position than it was pre-pandemic. In late 2021, the company announced a series of holiday shows, and sales have been brisk. 

Todd Morgan, Managing Director