This case focuses on the Broach Theatre, a nonprofit Performing Arts Theatre located in the historic section of downtown Greensboro, NC. Theatre offers plays for both adults and children, and operates out of a small 166-seat facility that was as long as 30 years ago, the shelter of the Salvation Army. As Broach approaches at the end of the 2005 season, its 18th year, the director Stephen Gee worries that his loyal audience is aging, and he must do something to attract a younger audience and deal with strong competition from the other , newer theater nearby. Broach has done very little marketing, and Gee understands that it needs to be revised strategy in marketing. He is considering applying for a grant in order to use a consultant to develop a new strategy. "Hide
by Sean R. McGinnis, Lew G. Brown Source: North American Case Research Association (NACRA) 28 pages. Publication date: 15 Apr, 2007. Prod. #: NA0048-PDF-ENG
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