Case Study: Strategy & Impact

Original Theatre – added value in the arts sector



Original Theatre Company is one of the UK’s most successful and prolific touring arts and companies, as well as a digital theatre platform, founded in 2004.

Their multi award-winning shows have been watched by over 3m people in over 100 venues.


Original. logo


Original Theatre Company needed to position itself differently, finding ways to better communicate its ambition to support new writing, digital theatre-making and its deep knowledge of regional audiences.

The method

An Impact Strategy Day.
Critical Friendship.

The always possible team designed the #StoriesEverywhere campaign, securing over £125k in investment and aligning creative with commercial strategy.

We co-wrote the ‘Vision For UK Touring Theatre’ manfesto


Further funding and national visibility.

They became recognised by Arts Council England for the first time – and with new writing being selected for showcases in New York.

Their unique connection with regional audiences was better demonstrated.

always possible has been working with Original for over a year and half.

The cumulative result of the different pieces of strategic work has put the company on a much firmer footing – both strategically and financially.

The relationship has saved us time and helped us to think differently.

Alastair Whatley

Artistic Director, Original Theatre