Welcome to WRITING MATTERS, celebrating the value of good writing in the business world.

 

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VOLUME 3, ISSUE 4 – DECEMBER 2009

Merry Christmas and Happy Holidays!

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This Month's Case Study – Petaluma Performing Arts Theater

 

The Company

The Petaluma Performing Arts Theater was a local theater group which produced several plays and musicals each year.  A non-profit organization, the theater was popular in the community and typically generated enough income to exist comfortably.

 

The Challenge

Unfortunately, due to the economic downturn, the last two years had been quite challenging.  The theater’s director, Charlie, had admirably kept things afloat and was in the process of planning the annual Christmas play.  The previous year’s Christmas play received critical acclaim, but the lack of adequate publicity led to disappointing ticket sales.  Charlie was determined to make this year’s play a successful one in all aspects.

 

Charlie’s goal was to promote the event well in advance, beginning with soliciting theater subscriber members, and then branching out to the rest of the community.  Charlie’s assistant, Linus, suggested they develop some professional marketing materials – at the very least a professionally-written letter to subscribers, and an article in the local paper.  Unfortunately, Charlie didn’t have a writer on staff, and past attempts to author his own promotional materials were met with mixed results.

 

Not knowing where to turn, Charlie asked Linus for advice.  “What about your neighbor, Mr. Snoops?” Linus asked, “Isn’t he a writer?”  “That’s right,” Charlie exclaimed, “He is a writer – I always see him typing away up on his roof.”  Charlie and Linus, however, weren’t sure what kind of writing he did.  “I think he writes novels,” Charlie remarked, “but I’ll send him an email to see if he can help us out.” 

 

Just as Charlie was ready to send the email to Mr. Snoops, Lucy, the fundraising manager, marched over to his desk.  “I just heard you’re going to hire Mr. Snoops to write our stuff!” she said, “How do you know he’s any good?  All he does is sit on his roof all day and type – I’ve never even heard him say anything!”  “Don’t worry, Lucy,” Charlie said, “I’m going to find out everything I can – I won’t hire him unless he can really help us.”  “You better not mess this up, Charlie,” Lucy said, “This is no time to be a blockhead!”

 

The Solution

After contacting Mr. Snoops, Charlie learned that he only wrote novels in his spare time – he was, in fact, a full-time copywriter.  As they conversed via email, Charlie explained the project at hand and the challenges involved.  Charlie felt the letter to the subscribers and the newspaper article would be sufficient.  Mr. Snoops offered his input, took all factors into consideration and provided Charlie a quote the next day.

 

Charlie felt the quote was fair and decided to hire Mr. Snoops.  He asked if a meeting was necessary, but Mr. Snoops assured Charlie everything could be done by email.  “I guess I could always drop by and see you at home, “ Charlie said.  “I can’t believe you didn’t know what he did for a living,” Linus remarked, “He’s lived right next door to you all these years!”

 

The Outcome

Mr. Snoops worked with Charlie and Linus and they were impressed with his professionalism – even Lucy was complimentary of his efforts!  He was flexible and very easy to work with; for example, when Mr. Schroeder, the theater’s musical director, wanted something added to the promotional materials, Mr. Snoops responded to his inquiry in a timely manner.  Furthermore, when Charlie wanted some graphics work added, Mr. Snoops recommended his graphic designer friend, Mr. Woodstock, whom he had worked with for many years.  By tapping into Mr. Snoops’ creative network, Charlie’s job had become a lot easier.

 

Within a few short weeks, the promotional materials were ready for distribution.  After reaching out to the theater subscribers and the general public, response was excellent.  Ticket sales for the Christmas play were brisk and it seemed like it would be a happy (and profitable!) holiday season after all.  And best of all, Charlie now had a copywriter he could use for future projects.

 

Only one task remained to make the holiday complete . . . the theater needed a Christmas tree in its lobby.  Charlie offered to pick one out, and asked Linus to accompany him to the nearby tree lot.  As he was leaving, Lucy warned him, “Make sure you pick a good one . . . a nice aluminum one will do!”  Charlie glanced back at Lucy and rolled his eyes.  “Aluminum?” he muttered to himself, “Good grief!”

 

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The next issue of WRITING MATTERS will be out January 4, 2010.

 

Have a safe and happy holiday season!

 

 

John Paul Tancredi, Copywriter/Consultant

Spectrum Copywriting Services

JPT@spectrumcopywriting.com

www.spectrumcopywriting.com

 

 

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