The Flato Markham Theatre is one of Canada’s premier theatre houses serving the GTA and Markham residents. With over 300 live performances each year, the Theatre presents a performance calendar that showcases the cultural diversity of the community. Over 130,000 patrons walk through the theatre doors annually making the Flato Markham Theatre a hub for the York Region community.
In 2016, the City of Markham engaged Interkom for the Brand Review and a 5-year Strategic Plan Development for the city-owned and operated Flato Markham Theatre. The key component of the Strategic Plan development started with extensive stakeholder engagement and consultation, including meetings and interviews with the Mayor, the entire City Council, senior management team (Commissioners and Directors), Advisory Board members, and Theatre staff. To engage the rental clients of the Theatre, Interkom conducted phone interviews and focus groups to obtain their insights. And we engaged the theatre patrons and ticket buyers via online surveys to distil their perceptions and feedbacks. As a result of the extensive community consultation, we delivered a comprehensive report that was approved at the Council meeting at a later date for an upcoming Feasibility Study for the expansion of the Theatre to serve the exponential population growth in Markham.
After the successful completion of the strategic plan, Interkom was hired to develop an integrated marketing communications plan. Interkom has now been retained to become the Theatres in-house and virtual marketing department to implement every aspect of the marketing and communications plan.
Audience development, digital and social media and driving to meet and exceed revenue goals are some of the goals the Interkom team excels at. FMT is part of the Destination Markham strategy, which will see all the arts and cultural assets, target increased tourism to this fast-growing high-tech capital in the heart of the Greater Toronto Area.