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RIRIE-WOODBURY DANCE COMPANY

RIRIE-WOODBURY DANCE COMPANY. Overview. Summary. Organizational Overview. Current Marketing Position. Recommendations. Mission.

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RIRIE-WOODBURY DANCE COMPANY

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  1. RIRIE-WOODBURY DANCE COMPANY

  2. Overview Summary Organizational Overview Current Marketing Position Recommendations

  3. Mission Ririe-Woodbury Dance Company furthers contemporary dance as an accessible and valued art form through performance and dance education. We strive to raise the standards, deepen the understanding and promote personal connections with dance. Organizational Overview Current Marketing Position Recommendations Summary

  4. Vision Performing innovative, original works and commissioning choreographers of exceptional talent Providing dance education for all levels Touring regionally, nationally and internationally Training artists as performers, educators and choreographers Broadening and deepening the dance experience for audiences of all ages Summary Organizational Overview Current Marketing Position Recommendations

  5. Attendance 42% Capacity (Capitol Theatre) 60% Capacity (Jeanne Wagner) 75 Subscribers Summary Organizational Overview Current Marketing Position Recommendations

  6. Current Demographic White Female College Degree Dancers Homosexual Substantial DPI Summary Organizational Overview Current Marketing Position Recommendations

  7. Missing Demographic Event Attendees Young Professionals Tourists Summary Organizational Overview Current Marketing Position Recommendations

  8. Marketing Budget $52,500 Photographers Postage Printing Overall Needs 5% Summary Organizational Overview Current Marketing Position Recommendations

  9. Marketing Budget Summary Organizational Overview Current Marketing Position Recommendations

  10. Paid Advertisements • General season branding • Show campaigns • Education programs Summary Organizational Overview Current Marketing Position Recommendations

  11. Trade Advertisements • Twice as many trade initiatives as paid ads • Trade with other SLC arts organizations • Create cultural connections to community Summary Organizational Overview Current Marketing Position Recommendations

  12. Online Presence • Dynamic website • Facebook • Twitter fans Summary Organizational Overview Current Marketing Position Recommendations

  13. Implementing Analytics Facebook Insights Summary OrganizationalOverview Current Marketing Position Recommendations

  14. Capturing Demographics • Age, Race, Sex • Marital Status Income Levels First-time & repeat purchasers Summary Organizational Overview Current Marketing Position Recommendations

  15. Support Services • Online calendar of all ArtTix events • Formalized ticketing policy • Synopsis of upcoming performances • Box Office locations and directions • Parking information Adding: • First time buyer FAQ • Family friendly • Venue locations and directions • Restaurant information • Choreographer’s bio Summary Organizational Overview Current Marketing Position Recommendations

  16. Online Presence “One Click equals One Call” Planning updates Engaging fans in communication Increasing visibility of the organization Offering ticket incentives Summary Organizational Overview Current Marketing Position Recommendations

  17. Support Services Pre-Show On opening nights Bio/work history of talkback host Synopsis of performance pieces Process of the show Attachment/role in dance piece Post-Show Hosted by Education Director Dancers answer audience questions Summary Organizational Overview Current Marketing Position Recommendations

  18. Trade Advertising Expansion A diversity of advertising options Summary Organizational Overview Current Marketing Position Recommendations

  19. Trade Advertising Expansion Benefits: • Increase visibility • Increase communication New Opportunities • Variety • Target new demographics • Convenience • Low cost Summary Organizational Overview Current Marketing Position Recommendations

  20. Trade Advertising Expansion Upcoming Possibilities Summary Organizational Overview Current Marketing Position Recommendations

  21. Season Subscription Campaign The Importance of Season Subscribers - Loyal patrons - Ambassadors in attracting new patrons - Knowledge and involvement with organization • Committed to furthering contemporary dance as an accessible and valued art form Summary OrganizationalOverview Current Marketing Position Recommendations

  22. Season Subscription Campaign • Utah Symphony/Utah Opera: • 11 different packages • Ballet West • Boston Deli • BYU Museum • Celestial Flowers • Clark Planetarium • Grand American Parking • Lamb’s Grill Café • Plan B Theatre • Repertory Dance Theatre • Ririe-Woodbury Dance Company • Starbucks • Utah Museum of Fine Arts • Utah Museum of Natural History • Utah Shakespearean Festival Ririe-Woodbury: • specific date/time or voucher - Subscriber advantage card • 20%-30% savings per ticket - 25% savings on ticket sales • Meet the Choreographer sessions - Preferred seating • online ticket form, • convenient purchase - No counter or phone fees - Exclusive subscriber events - Information is visible on website - Contact ticket office for purchase Summary OrganizationalOverview Current Marketing Position Recommendations

  23. Season Subscription Campaign Summary OrganizationalOverview Current Marketing Position Recommendations

  24. Season Subscription Campaign Summary OrganizationalOverview Current Marketing Position Recommendations

  25. Season Subscription Campaign Planning A Campaign Increase communication Identifying Different Packages Trade Advertisements ArtTix Flexible Package (3 shows) Student/Family Rate (4 shows) Pre & Post-Show Talkbacks Facebook Website visibility Full Package (4 shows) Summary OrganizationalOverview Current Marketing Position Recommendations

  26. Season Subscription Campaign Planning A Campaign Increase Benefits Offering Incentives Subscriber card Referrals Pre-Sale Purchasing additional tickets at subscriber price Preferred seating Giveaways Summary OrganizationalOverview Current Marketing Position Recommendations

  27. Shifting Perception Internationally known touring company Salt Lake City regional performances Summary OrganizationalOverview Current Marketing Position Recommendations

  28. Shifting Perception “Ririe-Woodbury springs into Salt Lake City FOR A LIMITED TIME ONLY Ririe-Woodbury performs in Salt Lake City! “See Us in Salt Lake Before We Go Back on Tour!” Salt Lake City” China” Summary OrganizationalOverview Current Marketing Position Recommendations

  29. Public Relations • Graphic Design • Monitor Ticket Sales • Office Management • Technical Support • Audience Relations • Newsletters • Website Management • Social Networking • Marketing Materials & Reports Staff Director of Marketing Summary Organizational Overview Current Marketing Position Recommendations

  30. Staff • Office Management • Provide Technical Support • Graphic Design • Create Newsletters • Update Social Networking • Assist Director of Marketing as needed Office Assistant Summary Organizational Overview Current Marketing Position Recommendations

  31. Staff • Manage Public Relations • Monitor Ticket Sales • Analyze Audience Data • Strengthen Audience Development • Manage Website • Analyze Social Networking Data • Implement Marketing Strategies • Expand Trade Advertising • Reposition Marketing Efforts Director of Marketing Summary Organizational Overview Current Marketing Position Recommendations

  32. Cost • Trade Advertising: $0 • Online Marketing: $0 • ArtTix Relationship: $0 • Pre & Post-Show Talkbacks: depending upon • contract negotiation • Office Assistant: $15,000 a year plus taxes and benefits Summary Organizational Overview Current Marketing Position Recommendations

  33. Bottom Line Summary Organizational Overview Current Marketing Position Recommendations

  34. Impact Summary Organizational Overview Current Marketing Position Recommendations

  35. Bottom Line mission Ririe-Woodbury Dance Company furthers contemporary dance as an accessible and valued art form through performance and dance education. We strive to raise the standards, deepen the understanding and promote personal connections with dance. implementation recommendations ROOM FOR GROWTH

  36. Conclusion Questions?

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