STORYHOUSE
BUSINESS AND BRAND STRATEGY
CONTEXT
Who is Storyhouse?
Storyhouse in Chester is a vibrant cultural hub combining a theatre, cinema, library, and community spaces under one roof. Housed in a beautifully restored 1930s Art Deco building, it offers an eclectic mix of live performances, film screenings, and creative activities for all ages. With a focus on inclusivity and engagement, it serves as a cornerstone of Chester’s cultural and social life.
Market Opportunity
Storyhouse attracts over 850,000 visitors annually, surpassing expectations since 2017. This strong engagement offers significant revenue growth potential through expanded programming, enhanced donor support, and better use of space. By broadening its audience and strengthening donor connections, Storyhouse could achieve substantial financial growth over time.
The Brief
Help set a 3-year trajectory for the organisation and ensure the brand aligns and supports the plan that is put in place.
DIAGNOSIS
Our research revealed key challenges for Storyhouse, including the cost-of-living crisis, declining funding, space limitations, and growing competition for resources, talent, and audiences.
Recruitment and retention are further strained by evolving work patterns and Gen Z expectations, while Storyhouse continues to play a vital social care role.
In response, we worked with the leadership team to identify what we needed to do: define clear market differentiation, demonstrate mutual benefits, showcase success stories, and position the organisation as sustainable and future-proof. We also focused on the need to promote values-driven behaviours, the creation of a decision-making framework, and clarifying ownership of tactical activities.
STRATEGY
We developed an ambitious 3-year trajectory for the organisation that aimed to shift Storyhouse from being valued to being seen as vital.
To do this we set 5 strategic imperatives:
1. Broadcast Storyhouse’s charitable status
2. Show why we’re vital
3. Find out if people feel safe here
4. Offer creative pathways for all
5. Unlock the full Storyhouse offer
This was supported by a new vision and mission that better reflected the maturity of the organisation. The existing brand was aligned to support the objectives of the business with a focus on building more meaning and equity in the brand idea: This House is Your House.
TACTICS
Against each strategic imperative a set of tactics were outlined with responsibility for delivery identified across the organisation.
Key activity included:
Close the Gaps
Review the gaps in our provision and develop a clear plan to address them.
Activate the Charity Message
Apply the charity message to all relevant touchpoints.
Link Charity to Membership
Use the charity message to lead a membership campaign.
