Comparing competitors' point of view on marketing on their websites in the non-profit world doesn't reveal much about their approach to the most important 'customer' - funders. That info would have to come from their grant-writing and/or board.
In the world of Shakespeare and Theatre on the Central Coast, the clear leader is UCSC and Shakespeare Santa Cruz. Pacific Repertory, the only professional theater in the area, presents a wide variety of high-quality theatre and offers an annual Shake-speare (their convention) festival. The intent of the Shakespeare Society of AMerica, with whom I am working, is less focused on performance and more focused on research and education (at least initially).
Reviewing the websites for Shakespeare SC and Pac Rep, one can clearly see the performance focus in the format and emphases on performance line up; audition opportunities; ticket sales; etc. That is not to say there are no educational or research activities. Each offers training in acting, directing, etc. It is more of a difference in focus.
At SSA, we intend our first year to be devoted exclusively to research, education, and fund-raising to support the building of the physical infrastructure necessary to sustain our programs.
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