In October, Bryan MBA alumnus, Sean McGinnis received funding from the Bryan School to travel to San Diego to present a case that he developed in a marketing independent study with Dr. Lew Brown. Sean’s case, An Aging Audience: The Broach Theatre, was presented at the North American Case Research Association’s annual meeting.

Sean worked for several years as a high school English teacher and in advertising before deciding to return to school to pursue his MBA full-time in the Bryan School’s day MBA program. He serves on the board of directors for the Broach Theatre, a 162-seat theater located in the historic section of downtown Greensboro. In recent years, the performing arts theater has seen a decline in the ratio of its older audience to its younger patrons and it finds itself in an increasingly competitive market in Greensboro’s burgeoning fine arts scene.

The case is designed for undergraduate and graduate marketing courses. Its intended purpose is for students to tackle the challenge of increasing ticket sales and retargeting its consumer-base by developing a strategic marketing and promotional campaign for the Broach Theatre.

Sean, who graduated in May 2006, was the recipient of the Bryan Achievement and Leadership Award, the Bryan Academic Honor Medal, and the Wall Street Journal Award at the Graduation and Award Ceremony in the spring.

-December 2006