8. OUR PROPOSAL TO SOLVE THE CHURN
IN ORDER TO ACHIEVE OUR GOALS
9. OUR PROPOSAL TO SOLVE THE CHURN
IN ORDER TO ACHIEVE OUR GOALS
EDUCATING
Provide more ballet-related
knowledge
10. 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
11. 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
12. 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
14. WHO ARE WE SPEAKING TO
TARGET 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
15. WHO ARE WE SPEAKING TO
TARGET 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
16. 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.
“
18. 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
20. This is Ballet .
We want to intrigue our patrons about the stories
behind every well-staged performance.
“A Small Dream of a Bigger Stage”
21. This is Ballet .
We take our patrons beyond the stereotype and learn
something new about ballet everyday.
“True Beauty Speaks for Itself”
22. This is Ballet .
We believe attending ballet performances is
something bigger that does good for the ballet
community.
“Because of You
Incredible Things Happen”
23. 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…
29. 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
30. 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 COMMUNICATIONS
LET’S INTRODUCE
31. 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 COMMUNICATIONS
LET’S INTRODUCE
32. “This is Ballet”
Countdown
“This is Ballet”
Music Box
Mini-Ballet
PRE-LAUNCH LAUNCH ON-SEASON OFF-SEASON
Public Relations:
Spotlight
Second-Ticket
Discount
Boutique Events
The Nutcracker
Photo Booth &
Bundle Ticket
Promotion
FOUR PHASES OF COMMUNICATIONS
LET’S INTRODUCE
41. THERE ARE A FEW TAKEAWAYS
BEFORE WE WRAP UP
The barriers for
patrons to return
Three key
opportunities:
Educating
Elevating &
Embracing
“This is Ballet” campaign
Multi-channel marketing
plan
Achieve our goal for
reducing churn rate &
building patron loyalty
in the long run
