MYLINE REBRANDING PROPOSAL

CURRENT MYLINE PRINCIPLES

MyLine is insider access for those 35 and under who want smart, socially relevant theatre on a budget

(2) $15 tickets to TimeLine performances MyLine Bring-A-Friend discount — $5 OFF regular-priced

tickets to purchase additional tickets or for friends who do not qualify for the MyLine price

Invitations to exclusive MyLine events scheduled during the run of each TimeLine production

PROPOSED MARKETING STRATEGIES

OLD Target Demographic:

35 and under

Ticketing Options: MyLine $15 Tickets “Bring-A-Friend” $5

discount” Student $10 Discount

Invitations to exclusive MyLine events

NEW Target Demographic:

18-35

Streamlining of options Guest of any age + MyLine subscribers

MyLine Ambassadors

TARGET DEMOGRAPHIC:THE MILLENIAL

TARGET DEMOGRAPHIC:THE MILLENIAL

Change “35 & Under” 18-35

Makes millennials feel catered to Specific programming for them Differentiates from baby boomers

PROPOSED MARKETING STRATEGIES

OLD Target Demographic:

35 and under

Ticketing Options: MyLine $15 Tickets “Bring-A-Friend” $5

discount” Student $10 Discount

Invitations to exclusive MyLine events

NEW Target Demographic:

18-35

Streamlining of options Guest of any age + MyLine subscribers

MyLine Ambassadors

STREAMLINING OF OPTIONSRegular Ticket?Student Discount?

MyLine?

Subscription?

Military Discount?

Flexpass?Bring-A-Friend?

STREAMLINING OF OPTIONSRegular Ticket?Student Discount?

MyLine?

Subscription?

Military Discount?

Flexpass?Bring-A-Friend?

MILLENIALOVERLOAD

OLD DISCOUNTS Student Discount

MyLine

Bring-A-Friend

NEW DISCOUNTS MyLine

Eliminate illusion of choice

Simplify purchasing Guest of any age

STREAMLINING OF OPTIONS

PROPOSED MARKETING STRATEGIES

OLD Target Demographic:

35 and under

Ticketing Options: MyLine $15 Tickets “Bring-A-Friend” $5

discount” Student $10 Discount

Invitations to exclusive MyLine events

NEW Target Demographic:

18-35

Streamlining of options Guest of any age + MyLine subscribers

MyLine Ambassadors

MYLINE AMBASSADORS

Promote TimeLine/MyLine Participate in focus groups

Manage Social Media Organize MyLine events

Mass market appeal to all majors (Ex. History/PoliSci) Not JUST Theatre

CURRENT MYLINE PRINCIPLES

MyLine is insider access for those 35 and under who want smart, socially relevant theatre on a budget

(2) $15 tickets to TimeLine performances MyLine Bring-A-Friend discount — $5 OFF regular-priced

tickets to purchase additional tickets or for friends who do not qualify for the MyLine price

Invitations to exclusive MyLine events scheduled during the run of each TimeLine production

PROPOSED MYLINE PRINCIPLES

MyLine is TimeLine’s low-price ticket program for theatregoers 18-35. It’s free to join and gets you exclusive access to $15 tickets for all TimeLine shows, plus invites to great parties. All tickets are $15. You can purchase 2 tickets for

each production with your MyLine membership and your guest can be any age.

We host a MyLine night for each of our productions We save a number of MyLine tickets for each production, but you

should plan ahead and reserve yours in advance. You'll also get insider information about TimeLine productions. There is absolutely no obligation to purchase tickets.

CREATIVE DIRECTION PROPOSAL

CURRENT CREATIVE DIRECTION

Design Key Points Sans-Serif Caps/Lowercase Gradient Color Continuity

CREATIVE DIRECTION 1

CREATIVE DIRECTION 1Design 1 Key Points

DIN Condensed Bold All Caps, Angular Retro, but forward movement Connectivity to TimeLine

Fulfillment of mission Two halves of one whole

CREATIVE DIRECTION 2

CREATIVE DIRECTION 2Design 2 Key Points

Contrasting angular/round One degree of separation Vintage Versatility Connectivity to TimeLine

“Full Circle” Discussion & Impact

CREATIVE DIRECTION 3

CREATIVE DIRECTION 3Design 3 Key Points

No-Frills Title Treatment One degree of separation Removal of timeline motif Connectivity to TimeLine

Audience Mission Maintaining individuality

CREATIVE DIRECTION 4

CREATIVE DIRECTION 4Design 4

Key Points• Reinterpretation of line concept All-Caps, thinner Versatility of use Connectivity to TimeLine

MyLine’s “on board” with TimeLine Collaborative relationship

CREATIVE DIRECTION FINAL DRAFTS

Design 1

Design 4

Design 3Design 2

MYLINE REBRANDING PROPOSAL