The Winning Creative Brief for Richmond Triangle Players:
The Ask: Increase brand awareness while promoting the upcoming show “Which Way to the Stage.”
The Challenge
RTP’s current audience is loyal—but mostly white, straight, and middle-aged. To stay relevant, it’s time to connect with a younger, more diverse crowd who may not yet see RTP as their space.
The Opportunity
Just blocks away, VCU is bursting with creative, socially conscious students eager for bold, inclusive experiences. They’re already seeking out places that reflect their values—RTP just needs to invite them in.
Target Audience: VCU Students
Insight:
Students are looking for a fun, affordable escape from the daily grind—something that feels fresh, inclusive, and just a little bit different.
Strategy:
Position RTP as the go-to spot for students to unwind, connect, and experience theater that speaks their language—fun, real, and relevant.
Execution
Launch a VCU Ambassador Program—empowering students to be the bridge between campus and RTP. Through peer-to-peer promotion, exclusive student nights, and social buzz, ambassadors make RTP feel approachable, exciting, and like their kind of place.
