Objective
Shakespeare & Company is a nonprofit cultural organization based in Lenox, Massachusetts, offering performance, education and actor training programs year-round. Founded in 1978, the organization serves more than 40,000 patrons annually and supports a community of over 150 artists.
With a small internal marketing team, their challenge wasn’t demand, it was execution.
Challenge
Before working with Talon Media, Shakespeare & Company had marketing activity in place, but it lacked structure, efficiency and clear performance tracking.
Key issues included:
- Google Ad Grant was active but underutilized
- Campaigns lacked clear alignment to ticket sales and program enrollment goals
- Keyword targeting and ad positioning were inconsistent
- Data tracking was limited, making ROI difficult to measure
- Outdated assets and messaging were still being used
- Brand confusion existed with similarly named organizations
The goal was to improve targeted outreach, increase website traffic and drive measurable growth in ticket sales and program enrollment.
What We Did
Talon Media focused on rebuilding both campaign performance and the underlying system.
Campaign Strategy & Execution:
- Developed and refined keyword strategy
- Improved ad positioning and audience targeting
- Structured campaigns around specific programs and conversion goals
Google Ad Grant Optimization:
- Fully rebuilt and optimized the account
- Increased efficiency and reach
- Turned it into a consistent acquisition channel
Infrastructure Cleanup & Alignment:
- Removed outdated visual assets and off-brand copy
- Eliminated inefficient and irrelevant keywords
- Stopped promotion of legacy or inactive offerings
- Reduced confusion with similarly named organizations
Tracking & Performance Visibility:
- Improved data tracking for website traffic and conversions
- Enabled faster reporting and ongoing optimization
- Created clearer connection between campaigns and outcomes
Operational Shift
As a result of these changes, marketing became more structured and actionable:
Lead Generation:
- Campaigns are now aligned with specific programs and goals
- The team can quickly adjust based on performance
- Reporting is accessible and tied to outcomes
- Digital efforts are increasingly measurable.
“We have a very small marketing & communications team as a non-profit, cultural organization” says Jaclyn Stevenson, Director of Marketing & Communications at Shakespeare & Co. “Our website traffic and ticket sales have increased, our overall brand awareness has improved, and we are taking full advantage of the Google Grant.”
Results
The improvements were immediate and measurable:
- Impressions: from 729,000 to 2.2 million
- Clicks: from 3,706 to 4,266 (season over season)
- Conversions (2024 season): 2,432 recorded
- Increased website traffic
- Increased ticket sales
- Growth in program enrollment
Expanding Reach
With improved targeting and campaign structure, Shakespeare & Company expanded beyond its regional base.
- Campaigns now reach national audiences
- Programs with broader appeal are supported more effectively
- The organization is appearing more frequently in national and international coverage
Outcome
- Shakespeare & Company now operates with a marketing system built for performance and growth:
- Campaigns are targeted, measurable and adaptable
- Google Ad Grant is a consistent driver of traffic and awareness
- Marketing efforts are increasingly tied to ticket sales and program enrollment
“I think it is more robust, more targeted, more scalable,” Stevenson says. “I would describe Talon Media as accommodating, well-versed, flexible, results-focused, human-leaning, and communicative.”
Summary
By rebuilding campaign strategy, cleaning outdated infrastructure and implementing clear performance tracking, Talon Media transformed Shakespeare & Company’s marketing from a set of underutilized tools into a structured, scalable system—driving increased visibility, stronger engagement and measurable growth.
