Meet a Marketer: Andrea Newby, Director of Marketing & Communications, TheatreSquared

This interview originally appeared in the new BroadwayWorld Monthly Marketing Update, a monthly email designed for theatre marketing professionals. In each update, we'll share data and trends from our audience, wider trends in the marketing industry, helpful tools and resources that you can use to promote your shows and seasons, and, introduce you to some of the best marketers working in the arts today.

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Andrea Newby joined TheatreSquared as Patron Loyalty Director in 2020 and Director of Marketing & Communications in 2022. As Director of Patron Loyalty for the North Carolina Symphony, she developed data-driven, patron-centric marketing and fundraising strategies over 13 years to deepen the relationship between audience members and the organization—contributing to the Symphony exceeding overall revenue and retention goals, while increasing patron engagement and satisfaction.

She holds a Master of Arts in Theatre from Louisiana Tech University and a Bachelor of Arts in Theatre from Northeastern State University.

What is your biggest challenge marketing productions at the moment? How are you facing it?

Right now, one of our biggest challenges is re-engaging audiences who’ve become accustomed to streaming and on-demand content at home. We’re addressing this by leaning into the unique, live experience that only theatre can offer—emphasizing the magic of shared moments that can’t be replicated on a screen. Mining our online reviews for common experiential themes, written in the patron's voice, helps us identify the problems that arts attendance can help solve. We used audience research to develop 5 patron personas, then built a custom GPT that's a virtual focus group. We’re also using a mix of data-driven strategies and personal storytelling to connect with our community, reminding them of the vibrant, intimate atmosphere that TheatreSquared is known for. It’s all about finding that sweet spot between digital engagement and the irreplaceable joy of live theatre.

What advice would you offer to other marketers based on what is working for TheatreSquared at the moment?

What’s working for us at TheatreSquared is the focus on deeply understanding our community and tailoring our messaging to resonate with our local audience. We’ve found success in blending targeted digital campaigns, traditional display/broadcast advertising, and relationship building efforts—like collaborating with local businesses and influencers who share our passion for the arts. Also, don’t underestimate the power of compelling storytelling; our audiences are drawn to narratives that reflect their experiences and aspirations, so we make sure our marketing materials reflect patrons in the theatre interacting with the production and with each other.

How do you approach designing the various assets for your campaign? Is it driven by the marketing department, the show's creative teams, or a hybrid?

It’s definitely a hybrid approach. Our marketing team works closely with the show’s creative teams to ensure that the artistic vision is front and center in all our materials. We start with the core themes and visuals from the production, then adapt them to fit the specific channels we’re targeting, whether that’s digital, print, or social media. Regular collaboration and open communication are key—we make sure that every piece of the campaign not only looks great but also aligns with the broader goals of the show and the theatre.

Why do you utilize BroadwayWorld as part of your marketing mix?

BroadwayWorld is a vital part of our marketing mix because it directly reaches theatre lovers who are actively looking for their next live experience. It’s a platform that allows us to speak to an engaged audience who appreciates the depth and artistry of what we’re offering. Plus, it gives us the opportunity to be part of a broader conversation in the theatre community, enhancing our visibility among both local and national audiences.

What has been your favorite show that you’ve had the pleasure of putting together a campaign for?

One of my favorites has to be "It Came from Outer Space." The show’s campy, musical comedy vibe was an absolute goldmine for creative design and copy. We had so much fun leaning into the humor and playfulness of the production, which really allowed us to craft a campaign that was as entertaining and memorable as the show itself. It was a blast seeing how our audience embraced the whimsy and charm of the production, making the whole experience incredibly rewarding.

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