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Engaging Beyond the Curtain: Portland Center Stage (PCS) is a cornerstone of Portland’s cultural scene, celebrated for its thought-provoking productions. However, PCS faced a common challenge in the arts world: how to deepen engagement with theatergoers beyond the performance. They sought to capture new audiences, boost loyalty, and drive season ticket sales, all while communicating the transformative power of live theater. With multiple shows running concurrently and the increasing prominence of digital media, PCS needed a comprehensive solution to engage audiences both inside and outside the theater.
Watson Creative approached Portland Center Stage’s challenge with an innovative solution: PlayMaker, a gamified loyalty platform designed to foster deeper connections and a stronger sense of community among theatergoers. This initiative began with a comprehensive exploration of PCS’s history, audience behavior, and operational goals, laying the groundwork for a tailored and impactful strategy.
We started by examining PCS’s legacy and conducting a thorough analysis of industry competitors, identifying gaps and opportunities in audience engagement. Our Audience 360 methodology utilized ethnographic studies, surveys, and journey mapping to develop detailed personas that represented the diverse PCS audience. This research informed every aspect of our approach, ensuring all strategies aligned with the needs and preferences of PCS’s patrons. Leveraging data-driven insights, we crafted content, campaigns, and rewards that resonated with each demographic, from casual theatergoers to loyal season ticket holders.
The PlayMaker platform redefined how PCS engaged with its audience. Gamification encouraged participation by rewarding patrons for attending shows, engaging online, completing surveys, and even purchasing concessions. Rewards were thoughtfully curated to include VIP access, meet-the-cast experiences, and upgraded seating, fostering emotional connections that deepened loyalty.
Seamless integration was a priority, and PlayMaker connected effortlessly with PCS’s existing ticketing system, Tessitura. This ensured a frictionless user experience from registration to redemption. To amplify the platform’s impact, Watson Creative launched an omnichannel marketing campaign using social media ads, email outreach, and targeted SEM, driving awareness and participation across multiple touchpoints.
Watson Creative also enhanced PCS’s overall brand identity, ensuring cohesive messaging across all platforms. This included a redesigned website optimized for user engagement and conversion. The site highlighted blog posts, event updates, and seamless loyalty integration, offering a unified and engaging experience for both new and returning visitors. Additionally, in-theater messaging and digital content reinforced PCS’s commitment to creating unforgettable, community-driven theater experiences.
Through this multi-faceted approach, PlayMaker transformed PCS’s relationship with its audience, elevating both their brand and the theater-going experience.
PlayMaker and the broader strategy delivered measurable success:
“The response to Watson’s work has been fantastic! Our first wave of member sign-ups was so much higher than we expected, and our audience members are engaging with it daily. We are excited about the creativity that it brings to our loyalty efforts, and know that Watson is going to take us to new levels of patron connection.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
