2006 ECommerce Seminar

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2006 E-Commerce Seminar Perception of
Benefits Primary Research Case Study for The
Joffrey Ballet
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Through the research done by the Arts Business
Council, weve been able to more formally
understand how to effectively target our
messaging to diverse audiences. Specifically,
the Council is offering the expertise of seasoned
business volunteers to help The Joffrey craft an
e-marketing plan that would specifically be
implemented to communicate with a diverse
audience base. Jon Teeuwissen, Executive
Director, The Joffrey Ballet
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Who We Are
Robert Joffrey and Gerald Arpinos uniquely
American vision of dance first took form in 1956
with an ensemble of six strong, individual
dancers who toured the country on a series of
one-night stands with a répertoire of original
ballets by their artistic director Robert
Joffrey. From the beginning, The Joffrey Ballet
brought a new American approach to ballet,
setting itself apart from other small touring
companies of the time, which were, for the most
part, performing reduced versions of
the classics.
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Overall Project Goals

• Improve reach and engagement with target audience
  
• College educated women
• Varied ethnic backgrounds (Primarily
  African-American Latina)
• In their 30s/40s
• Seeking their inner ballerina
• Diversify audience

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Challenges

• Current audience is not diverse (91 white)
• Marketing staff turnover

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Strategies

• Focus Group Interviews
• Understand how an interest in live performing
  arts, and dance in particular, develops among,
  and fits into, the lives of women of color
• Understand the perceptions of live dance and
  ballet, as well as the image of Joffrey vs. its
  competitors

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Strategies

• Focus Group Interviews
• Discuss sources of information, communication,
  advertising, etc., in the dance attendance
  decision and behavior, especially relative to
  Internet use
• Generate reactions, feedback and suggestions
  regarding Joffrey collateral (e.g., direct mail,
  subscription brochure)

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Some of what we learned

• Ballet does not fit the taste of audiences of
  color for dance that is
• energetic, athletic, rhythmic or relevant.
• I really dont want to see anorexic white
  girls! (African-American)
• Ballet is too ethereal. I want my emotions
  stirred. (Latina)
• The Joffrey has not advertised in the places
  or with the imagery that would appeal to and
  invite women of color.
• Respondents did not recall seeing Joffrey ads
  on transit or billboards in their
• neighborhoods, websites they frequent or
  hearing them on the radio stations they
• listen to.
• Current collateral simply does not interest or
  engage women of color.
• With Joffrey, plus the picture of a
  traditional ballerina on the cover, I would
• toss this in the trash. Its not relevant.
  (African-American)

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Some of what we learned

• Overall, the findings indicate that The Joffrey
  should explore two over-arching strategies
• That the Joffrey find and embrace more
  professionals of color, especially in marketing
  and communications, to help guide and respond to
  the needs, nuances and opportunities among new
  audiences of color, and to build a
  mutually-beneficial relationship over time.
• The Joffrey should continue to build upon
  its knowledge base about audiences of color
  through marketing research in as many aspects of
  audience decision, purchasing and attendance
  dynamics as possible.

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Next Steps

• Determine how to more effectively target internet
  messages to audiences of color and speak in a
  relevant voice.
• Develop plans to implement diversity efforts on
  the web through use of photos, patron and donor
  testimonials, etc
• Research online media buying opportunities and
  develop a targeted campaign for The Joffreys
  next budget year.