Objective: To develop and assess new and existing membership offerings in order to attract new audiences, while retaining current members.
Result: The team from Steppenwolf converged on a winning membership concept, which they plan to roll out in conjunction with the opening of their new building.
Background: Steppenwolf, the cutting edge, multiple Tony Award-winning theater company, wanted to develop innovative new membership offerings—and test them with a variety of current and aspirational audience members. To this end, Steppenwolf engaged Ideas To Go to:
A master debrief of the consumer group sessions, facilitated by Ideas To Go, with the heads of all relevant departments and Steppenwolf's Executive Director.
A winning membership concept, and a fresh perspective on how Steppenwolf continues to define its presence and voice—both locally and nationally.