Our Case Studies

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Writers Theatre

“Melcher+Tucker Consultants was instrumental in helping Writers Theatre craft the best possible fundraising brochure and accompanying materials for our On To A New Stage Campaign - a $32 million project to establish a Jeanne Gang-designed theatre center on Chicago's North Shore. Rick and Anne listened to the many voices at the table, and quickly assessed and understood the project and our potential audience. They integrated all of the project details and our story into a streamlined, cohesive, and high impact piece.”

Writers Theatre

Capital Campaign Collateral Development, Media Relations

Background

Writers Theatre, hailed as the “best drama company in the nation” by the Wall Street Journal, was launching a $34 million capital campaign – “On To A New Stage” – to build a signature new theater complex in the northern Chicago suburb of Glencoe. Designed by internationally renowned Studio Gang Architects, led by principal Jeanne Gang, the new theater would recognize Writers’ reputation for excellence, allow for growth in audience and in new events for students and the local community. To prepare for the campaign, Writers needed assistance in developing messaging and materials to present to prospective donors, and training for development staff and board members to make “the ask.” Following groundbreaking for the new theater, Writers required media planning to prepare for the grand opening.

Our Work

Working with the development, artistic and board leadership of the theater, Melcher+Tucker Consultants and our graphic design partner carried out copy development and editing for the elegant fundraising brochure. We studied the competitive positioning of the theater, and led a team of theater executives and board members through fact-finding and messaging sessions to create the thematic narrative for the brochure – the vitality of Writers Theatre and the critical need for a new facility to sustain its distinctive artistic experience. Together with developing the content for the brochure, we equipped development staff and board members with an FAQ to answer the tough questions and make the strongest case for the new building. In the run-up to the official opening in February, 2016, we prepared a comprehensive local and national media relations plan to promote the theater’s artistic and executive leadership and the impact of the new theater on the broader Chicago theatrical community.

Results

The new brochure was produced and in the hands of fundraisers to begin discussions about the campaign with key stakeholders well ahead of the groundbreaking. Staff was also equipped with the additional messaging to support the campaign in presentations to prospective donors. Development staff and board members enthusiastically embraced the materials as integral to these important discussions, which helped meet targeted goals. Media relations, carried out with theater leadership and communications counsel, generated widespread excitement for the opening of the new center in early 2016. The opening received widespread Chicago area and national newspaper, magazine, TV and radio exposure, ranging from the Chicago Tribune and WTTW to American Way magazine and the Wall Street Journal.

Archive

  • Seigle’s, Inc.

    “Melcher+Tucker are long on thoughtful advice, old and new market savvy, and media sense.  Their earned media results were remarkable.”

    Harry Seigle former chairman of Seigle’s Inc. and founder and principal of The Elgin Company

    Remaking a Homebuilding Icon

    Seigle's, Inc., one of the country’s largest regional manufacturers and distributors of building supplies, embarked on a strategy to focus predominately on the professional builder, shifting away from direct-to-consumer sales. Deciding not to compete with the big-box retailers, Seigle's concentrated on building relationships with both local and national homebuilders, and began preparing for its largest acquisition, a deal, which would cement its strategic change of direction. Yet, the $260 million, family-owned company based in Elgin, IL, lacked significant visibility and for its new strategy and branding.

    Melcher+Tucker Consultants began a comprehensive engagement to help define the company’s brand proposition and carry out strategic positioning to raise Seigle's profile among key constituents. Media relations activities included targeting local and national trade and general interest publications, aimed at promoting the new corporate strategy; establishing Seigle's executives as knowledgeable sources on industry and economic issues; and, highlighting distinctive policies such as corporate governance. MTC also helped develop a series of customer forums and accompanying monographs designed to increase awareness and credibility, and rewrote all of the website content.

    Seigle's new strategy was featured in major profiles in papers ranging from the Chicago Tribune and Wall Street Journal to the New York Times and throughout the industry’s leading trade journals. Owner-brothers Harry and Mark Seigle authored columns, and became regular sources for industry stories. In less than 18 months, MTC helped Seigle's convey its key messages to its core audiences. In September of 2005, Seigle's was sold to Stock Building Supply near the height of the housing cycle.

  • JPMorgan Chase

    Contributing to Communities in Which It Operates

    JPMorgan Chase, one of the world’s largest financial institutions, began planning its first “Community Partnership Report,” a publication that was to demonstrate to employees, investors and other stakeholders the firm’s commitment to support “healthy, vibrant communities where we live and work,” in the words of former Chairman Bill Harrison. With operations in 50 countries, the challenge was to select case studies that represent the firm’s interests in community revitalization, public education, and arts and culture – and, to write the profiles in an analytical style similar to that in the best news magazines.

    Working with JPMorgan Chase executives around the world in marketing, corporate and social responsibility, philanthropy and community development departments, Melcher+Tucker Consultants was responsible for reporting and writing the case studies that form the core of the 48-page Community Partnership Report. We interviewed dozens of sources at the bank, at community and cultural organizations around the world, and among those directly benefiting from the firm’s activities – from London to Dallas to Johannesburg and Hong Kong. The case studies we produced: Brooklyn, “Revitalizing Downtown;” Texas, “Building Sustainable Communities;” London, “Inspiring Children;” South Africa, “Opening Doors to Opportunity;” and, Hong Kong, “Responding to SARS.”

    The Community Partnership Report was distributed to JPMorgan Chase stakeholders around the world, and made prominently available on its web site. The report was widely praised for its breadth of coverage, stunning photographs, and, perhaps most important, crisp and sensitive writing that illustrated the firm’s impact on communities it serves.

  • Cannon Design

    Creating Path-breaking Architecture for Clients Worldwide

    OWP/P l Cannon Design is a leading architecture, design and engineering firm specializing in healthcare, education and corporate/commercial design. Operating as OWP/P, before its merger with Cannon Design, the firm, with offices in Chicago and Phoenix, sought to raise its visibility both locally and nationally for individual architects, specific projects and other areas of expertise in an effort to distinguish the firm’s work and ideas.

    Melcher+Tucker Consultants began the engagement assisting industry leadership teams in developing internal messaging for the roll out of a new strategic plan. We then worked with each of the firm’s practice leaders and marketing coordinators in Chicago and Phoenix on a range of activities, from media training and writing press releases to story development and promotion of people, new projects, special programs, and trends, both to Chicago-area and national trade and general-interest media. We also were involved in developing the messages and media plan for the firm’s 50th anniversary celebration held in Chicago’s Millennium Park. Throughout, we positioned leaders as expert resources on projects and trends, including sustainable design, healthcare technology and prototypes for new schools.

    The firm, its innovative approach to design and its leaders have been featured in profiles in such major media as FastCompany (where we also launched an education design blog), the Wall Street Journal, the Chicago Tribune, the Chicago Sun-Times, WTTW’s Chicago Tonight, Chicago Public Radio, and Architect. OWP/P, which merged with Cannon Design in 2009, is a global leader in both its operating approach to architecture and its delivery of built work across a range of industry sectors, with widespread awareness of its brand and operating philosophy.