Near the end of 2012, I got a call from a friend who had recently become Artistic Director at Flat Rock Playhouse. This major regional theatre was in bad shape. The balance sheet showed it was close to shutting down, the local government was refusing to support it significantly, and the public sentiment was increasingly negative. So my friend asked me to be part of a "dream team" he was putting together to help save a theatre that was a local institution for over 60 years. He knew how to pull at my heartstrings and then there I was living in the mountains outside Asheville for the next nine months.
I created a strategic PR and marketing plan to greatly increase earned media and improve public sentiment. I secured bookings on local TV, got front page placement in major regional papers, developed strategic social media channels, increased the media footprint to outside regions, spoke at rotary clubs and church groups, gave radio interviews, and even got a New York Times mention.
And we did it.
Flat Rock Playhouse is still around to entertain and enlighten its local community.