Ballet Nouveau Colorado Campaign

1. Basis of Research In organizing our formative research, we focused on primary and secondary research outlets. As a result, we have come to a better understanding of what the Ballet Nouveau Company (BNC) is all about. On February 9, 2011, Alanna met with Ashley Burns, Communication Manager for BNC. From this interview, our group gathered information pertaining to their performances, afterschool programs, and community engagement activities.

After the interview we moved on to secondary research. Here we focused primarily on the BNC website and their social media outlets, including twitter, facebook, and their personal blog. BNC has been recognized and printed in major Colorado publications; The Denver Post, Denver Business Journal, The Denver Magazine, The Gazette, and more. These publications gave us a strong understanding on the community’s perception of BNC. Following this secondary research and further communication with the organization we aimed to focus primarily on the school of Ballet Nouveau in this campaign. We conducted a small survey and gave it to current adult students at the school to get feedback about the school and classes. ( See appendices for survey) 2. Situational Analysis BNC is a non-profit organization founded in 1992. BNC’s company, school, and community programs have the mission of enriching lives through innovation in dance. The company’s vision is to be recognized as an international leader in education, development, and presentation of dance. BNC has become known for presenting work that is artistically rich and accessible. The company values collaboration, creativity, and innovation in all of their pursuits.

In relation to the marketing and PR, Ballet Nouveau aims to build awareness about the full picture of who they are as an organization.

Currently, they feel they do a good job of creating PR interest about their professional productions but, are lacking interest with their school and community programs. For the school, Ballet Nouveau’s biggest goal is to build more awareness about the vast variety of dance and fitness classes they offer that reach far beyond ballet. They have many specialized programs for toddlers through senior citizens that need more recognition.

BNC serves more than 300 students every year and is committed to every student regardless of age, education, or financial status. The school provides a professional environment for students of all ages. BNC offers classes not just in ballet, but also in pointe, jazz, modern, contemporary, and Pilates. If a student cannot afford to pay for classes, BNC will provide scholarships and tuition to those who cannot pay themselves.

There are also many community programs BNC offers that serve more than 20,000 people annually. BNC has an elementary partnership program that brings year long arts experience to four public schools that are located in high-need neighborhoods. BNC offers 60 performances every year in various elementary schools to entertain children and get them interested in dance and theatre. These performances are an interactive way to get people involved with the company. BNC has many community partners that help to fund and sponsor community events. BNC partners are Kansas City Ballet, Lighthouse Writers Workshop, Cleo