by Birdsong Creative
Placed in Case Studies
Strategy / Branding / Marketing / Social Networking
The Franklin Theatre is a beloved community landmark that opened in 1937. In recent years it became an indie hot spot that ran first-run flicks at a fraction of the average prices. Sadly, rising rents and the trend toward mega theaters ultimately forced the doors of the Franklin Theatre to close in 2007. Immediately, a community effort was underway to save the beloved icon.
Birdsong was “auditioned” by community leaders and chosen to introduce the branding of the new campaign and help establish a social media presence over the course of the first year.
The Heritage Foundation (leaders of the charge) had to emerge publically as a visual force to garner the $6 million needed to save and renovate the theatre and rally community ownership in the cause. Once open, it’s tasked with maintaining community momentum and influence and become one of the nation’s leading 300-seat venues.
We drew on the nostalgia of the 1930s and the romance with the old movie houses to create a timeless logo and branding palette. Our colors and fonts reflected the vintage movie advertisements of the 30s and 40s and the colors chosen were rich and emotive. We produced posters, a window wrap, collateral, advertising, brochures and t-shirts and managed the brand every step of the way.
On the social media front, we’ve guided the theatre in establishing and growing a Facebook, Twitter and social program. We established a Seat Tweeter program to build loyalty among local social media leaders, which has in turn, impacted ticket sales and influence in the community.
The Heritage Foundation and the community immediately embraced the campaign. Momentum was very high due to a professional visual campaign early on. We produced a brand that told the story of the theatre — its ambiance, its romance, and its history — in one glance. Ultimately, the organization was able to raise the money needed to restore the beloved community theatre.
We established and continue to nurture a Seat Tweeter program to build loyalty among local social media leaders, which has in turn, impacted ticket sales and the Theatre’s influence in the community and beyond.