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Roundabout Theatre Company (2012)

Roundabout Theatre Company (2012)

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Yale School of Drama
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In 2013, Roundabout Theatre Company launched a major institutional branding campaign to position itself as the leading nonprofit theater company in New York City. Roundabout’s Branding Task Force worked with three consulting firms that spent a year and a half researching, analyzing, and designing a new brand for the organization. It’s About You was the result of a comprehensive rebranding process. Now that the new brand platform was selected, the Task Force would have to only wait to see if It’s About You would revitalize the institution’s identity, and lead it to become a stronger, more financially stable organization.

This case shows how an organization’s identity can become unclear over time and how that can result in a misalignment between mission and identity. It also provides detailed steps of an institutional rebranding process, allowing the reader to examine the decisions the leadership made during the process and analyze the impacts of the rebranding effort.

Publication Date: 2014-12-05

Suggested Citation: Sarah Williams, "Roundabout Theatre Company (2012)," Yale Theater Management Knowledge Base Case 13-63, December 5, 2014

Keywords: Theater, Performing Arts, Marketing, Branding, Alignment, New York City

Teaching Notes: Yes (please contact yaletmknowledgebase@yale.edu)

About the Theater Management Knowledge Base

This case is from the Theater Management Knowledge Base, a body of arts management material created by Yale School of Drama Theater Management students and faculty, overseen by an editorial board of leading practitioners. For more information or for help in selecting cases suitable for your educational or organizational purposes, please email yaletmknowledgebase@yale.edu.