HELLO, WE ARE

REDUCING THE CHURN RATEWE ARE TAKING ON THE MISSION OF

AGENDA

OUR LEARNING CREATIVE IMC STRATEGY CAMPAIGN EVALUATION

OUR LEARNING

LET’S DEFINE THE TERMSBEFORE WE KICK-OFF

New-To-Files (NTFs)

Repeat Ticket Buyers (RTBs)

Subscribers (SUBs)

STRANGERS

VISITORS

NTFS

RTBS

SUBS

Consideration

Action

Enjoyment

Loyalty

WE HAVE LEARNED

WHAT STOPS OUR PATRONSFROM THE PRIMARY RESEARCH

Awareness

Pre-purchasePost-purchase

General Experience Only

Time & Money Commitment

Unaware of Benefits

OUR PROPOSAL TO SOLVE THE CHURN IN ORDER TO ACHIEVE OUR GOALS

OUR PROPOSAL TO SOLVE THE CHURN IN ORDER TO ACHIEVE OUR GOALS

EDUCATING

Provide more ballet-related knowledge

OUR PROPOSAL TO SOLVE THE CHURN IN ORDER TO ACHIEVE OUR GOALS

EDUCATING

ELEVATING

Highlight the intangible benefits of a subscription plan

Provide more ballet-related knowledge

OUR PROPOSAL TO SOLVE THE CHURN IN ORDER TO ACHIEVE OUR GOALS

EDUCATING

ELEVATING EMBRACING

Highlight the intangible benefits of a subscription plan

Strengthen the message of support and belonging

Provide more ballet-related knowledge

OUR PROPOSAL TO SOLVE THE CHURN IN ORDER TO ACHIEVE OUR GOALS

EDUCATING

ELEVATING EMBRACING

LOYALTY Highlight the intangible benefits of a subscription plan

Strengthen the message of support and belonging

Provide more ballet-related knowledge

WHO ARE WE SPEAKING TOTARGET MARKET

WHO ARE WE SPEAKING TOTARGET MARKET

Attended a ballet performance once and enjoyed it

No distinct preference for any forms of arts

Has several options for his leisure time

Hey, I am Matt

A NTF, GEN X

WHO ARE WE SPEAKING TOTARGET MARKET

Attended a ballet performance once and enjoyed it

No distinct preference for any forms of arts

Has several options for his leisure time

Watching ballet is her priority for her leisure time

Hesitant whether or not to sign up or renew the subscription plan

The subscription benefits are somehow not appealing enough

Hey, I am Matt

A NTF, GEN X

Hi, I am Susan

A former SUB, Baby Boomer

Boston Ballet is one of the most prestigious non-profit organizations in the

greater Boston area offering world-class ballet performances.

For patrons, Boston Ballet represents the elegant beauty of movement and the chance to help the ballet community

flourish.

“

”

CREATIVE

COMMUNICATION STRATEGY

Highlight the emotional and

social context of attending ballet

performances

Ballet is more than what patrons

have experiencedMake Boston Ballet a source of ballet-inspiration and a

fascinating storyteller

T H I S I S

B A L L E T

This is Ballet .

We want to intrigue our patrons about the stories behind every well-staged performance.

“A Small Dream of a Bigger Stage”

This is Ballet .

We take our patrons beyond the stereotype and learn something new about ballet everyday.

“True Beauty Speaks for Itself”

This is Ballet .

We believe attending ballet performances is something bigger that does good for the ballet community.

“Because of You Incredible Things Happen”

This is Ballet

As a prestigious cultural organization, Boston Ballet is creating a ballet phenomenon and welcoming every patron to be part of it because…

IMC STRATEGY

OFFLINE EVENTS

OUR IMC MAPAN OVERVIEW OF

ONLINE MARKETING

PRESSACTIVITIES PROMOTIONS

OFFLINE EVENTS

THESE THREE SECTIONSFIRST, WE WILL BE COVERING

ONLINE MARKETING

PRESSACTIVITIES PROMOTIONS

FOUR PHASES OF COMMUNICATIONS

LAUNCH ON-SEASON OFF-SEASON

LET’S INTRODUCE

PRE-LAUNCHMID SEPT LATE SEPT OCT-MAY JUN-AUG

LAUNCH ON-SEASON OFF-SEASONPRE-LAUNCH

“This is Ballet” Music Box

Introduce the Campaign & Generate Buzz

FOUR PHASES OF COMMUNICATIONSLET’S INTRODUCE

FOUR PHASES OF COMMUNICATIONS

LAUNCH ON-SEASON OFF-SEASON

“This is Ballet” Music Box

PRE-LAUNCH

“This is Ballet” Countdown

Arouse Anticipation

LET’S INTRODUCE

LAUNCH OFF-SEASON

“This is Ballet” Music Box

“This is Ballet” Countdown

Intrigue NTFs to Attend Another Performance & Provide a “Takeaway”

PRE-LAUNCH ON-SEASON

The Nutcracker Photo Booth & Bundle Ticket

Promotion

FOUR PHASES OF COMMUNICATIONSLET’S INTRODUCE

LAUNCH

“This is Ballet” Music Box

“This is Ballet” Countdown

Attach an emotional value to the subscription plan

PRE-LAUNCH ON-SEASON OFF-SEASON

Mini-BalletThe Nutcracker Photo Booth & Bundle Ticket

Promotion

FOUR PHASES OF COMMUNICATIONSLET’S INTRODUCE

“This is Ballet” Countdown

“This is Ballet” Music Box

Mini-Ballet

PRE-LAUNCH LAUNCH ON-SEASON OFF-SEASON

Public Relations: Spotlight

Second-TicketDiscount

Boutique Events

The Nutcracker Photo Booth & Bundle Ticket

Promotion

FOUR PHASES OF COMMUNICATIONSLET’S INTRODUCE

OFFLINE EVENTS

THE ONLINE MARKETINGLASTLY,

PRESSACTIVITIES

ONLINE MARKETING PROMOTIONS

SOCIAL MEDIADIGITAL MARKETING

EXTEND CUSTOMERS’ EXPERIENCE

#THISISBALLET

BOSTON BALLET’S WEBSITEDIGITAL MARKETING

CONTENT BALLET HUB

RETARGETING

COLLECT EMAILS

BUILD A

COMMUNITY

EMAIL MARKETINGDIGITAL MARKETING

NTFs

RTBs

SUBs

RE-ENGAGE PROSPECTS

ONLINE ADVERTISINGDIGITAL MARKETING

FACEBOOK POST

PROMOTION

EXPAND CAMPAIGN EXPOSURE

YOUTUBE INSTREAM AD GOOGLE

DISPLAY NETWORK

EVALUATION

FLOWCHARTA SPREADSHEET OF OUR CAMPAIGN

BUDGETTHE CAMPAIGN INVESTMENT

THERE ARE A FEW TAKEAWAYSBEFORE WE WRAP UP

The barriers for patrons to return

Three key opportunities:EducatingElevating & Embracing

“This is Ballet” campaign

Multi-channel marketing plan

Achieve our goal for reducing churn rate & building patron loyalty

in the long run

THANKS