top of page
Parkway Marquee Sold Out_edited.jpg

The Parkway Theater: If This Were My Brand

The Baseline:
So Much
to Love

The Parkways Theater feels like a neighborhood secret in the best way—warm, weird, hip, nostalgic, and quirky. So lovingly curated. It has a heart. The programming is consistently unexpected and fun, from stand-up comedy to Prince parties to obscure sci-fi revivals. It's not just a venue, it's a vibe. 

The Missed Opportunity​​​

​

  • Strong in person, but its digital presence doesn't convey the same identity.

  • Website and emails are functional but transactional, lacking the voice and visual rhythm that is the theater's magic. 

  • Social posts are frequent but inconsistent in tone.

  • No clear throughline that ties together its programming, personality, and audience vibe. 

  • Missing the kind of storytelling that turns a venue into a beloved brand. â€‹â€‹â€‹â€‹â€‹

What I'd Do

Clarify Brand Voice

  • Develop a Style Guide (see below): Capture Parkway's personality - quirky, passionate, retro, a little offbeat, yet deeply sincere. This guide is essential for consistency and helps quickly "train" when multiple people are helping with promotion.

  • Build a Flexible Messaging System: Create templates and headlines for event categories to streamline and unify promotions. Provides a framework to help with unity and consistency.

​

Elevate Website Experience

Homepage & UI/UX Enhancements

  • Visually Rich & Dynamic Homepage: Incorporate looping videos or rotating image galleries showcasing signature events—concerts, film screenings, festivals, stand-up comedy, private events.

  • Scroll-Triggered Effects & Interactivity: Utilize subtle animations, hover effects, or parallax elements to create an engaging and playful browsing experience.

  • Video Backgrounds or 3D Animations: Consider visual effects that reflect the energy and indie soul of the space.

Navigation & Content Presentation

  • Personality-Driven Navigation: Replace generic menus with "Experience" or "Explore" categories. Think: Cult-Classics, Celebrate Pride, Live Music.

  • Intuitive Filtering: Prioritize an event calendar that allows users to sort by vibe, genre, or date.

  • Bold Typography & Retro Color Palette: Utilize vintage-inspired fonts and a warm, nostalgic color palette—deep reds, golds, or neon hues against moody backgrounds.

Mobile-First Design

  • Ensure flawless functionality across all devices, with design choices that scale for smaller screens without losing visual impact.

​

Leverage Loyal Customers/Community

  • Refine the Email Experience: Shift from transactional to relationship-based email marketing with monthly story-driven newsletters and community highlights.

  • Interactive Storytelling Sections: Dedicate space on the website to tell The Parkway's story—its history, impact, and role as a cultural hub.

  • Fan Integration: Embed social media feeds or create a "Fan Favorites" section with reviews and testimonials.

  • Artist Spotlights: Feature local artists and filmmakers who are part of The Parkway's events.

​

Define Success/Metrics

  • Establish clear Key Performance Indicators (KPIs) to track website engagement, email effectiveness, social media growth, and ticket sales, ensuring our strategies drive measurable results and a stronger, more diverse audience for The Parkway.

Example Brand Guide:

Parkway Brand Board.jpg

What Success Might Look Like

​

To keep it simple and focused, and truly move the needle for the Parkway, here are 5 of the most important KPI's and what success might look like. 

​​

Top 5 Key Performance Indicators (KPIs) for The Parkway 

  • Website Conversion Rate (to Ticket Sales/Newsletter Sign-ups)

  • Email Click-Through Rate (CTR)

  • Social Media Engagement Rate

  • Unique Website Visitors

  • Repeat Attendance Rate (if trackable)

​

What Success Might Look Like

  • Website Conversion Rate: A sustained increase of 1-2% in website visitors completing a ticket purchase or newsletter sign-up, indicating a more effective digital call to action.

  • Email Click-Through Rate (CTR): Consistently achieving or exceeding a 3-5% CTR on emails, showing content is compelling and driving action.

  • Social Media Engagement Rate: A steady increase from the baseline (e.g., from 1-2% to 3-5% or higher), demonstrating that posts are resonating and sparking interaction.

  • Unique Website Visitors: A quarterly increase of 10-15% in the number of distinct individuals visiting your site, reflecting expanded reach and brand awareness.

  • Repeat Attendance Rate: A 5-10% year-over-year increase in returning patrons, signifying stronger customer loyalty.

​

Advice on Data Collection and Building a Dashboard

  • Start consistent and straightforward: A monthly updated Google Sheet can be more powerful than a complex tool that goes unused. Track only what matters most.

  • Focus on five core KPIs: Choose metrics that reflect engagement and growth, such as website conversion rate, email click-through rate (CTR), social engagement, event attendance, and repeat attendance.

  • Make it visual, not just numerical: Use color-coded status markers and basic line or bar charts to identify trends and take action quickly.

​​​

bottom of page