PRClientPlanAssignment

HeatherHamby
Pettigrew
M/W9:3010:45
I.

OrganizationalOverview
Myclient,TheMcFallBallet,foundedin1972,istheleadingperforming
artsorganizationintheSoutheast.Itishometo32worldclass
professionaldancersfrom11differentcountries.TheMcFallBalletalso
housestheSchoolofDanceEducation,oneofthelargestdanceeducation
programsintheUnitedStatesofferinganumberofdanceclassesto
childrenandadults.

II.

PlansforGrowth
PositionTheMcFallBalletasapositiveandpreeminentorganizationin
theartscommunity.
Increaserecognition,supportandenthusiasmforTheMcFallBallet.

III.

Objectives
IncreasedenrollmentinclassesofferedthroughTheSchoolofDance
Education.
Increasedticketsalestoallperformances.
Heightenpublicawarenessandsocialmediaengagement.
Strengthenbusinessrelationshipswithotherorganizationswithinthe
Atlantaartscommunity.

IV.

Audiences
IndividualsofallagesintheAtlantaareawithaninterestinthearts,
specificallydance.
Children(ages218)andadults(ages18+)withaninterestinenrollment
inclassesofferedthroughTheSchoolofDanceEducation.

V.

StrategiesandTactics
SpeakingOpportunities
i. OfferexclusivetalkbacksandQ&Asessionswithwellknown
individualsfromtheorganizationincludingprofessionaldancers,
choreographers,costumedesigners,etc.Thesesessionswillbe
heldatspecialeventsincludingpreshowparties,radiointerviews,
localTVnewsinterviews,etc.andextendinvitationtopresswith
valididentification.
Events

i. Offerincentivesforstudentsandparentswhobringaguesttoclass
duringBringaFriendWeekinthefall.
ii. GirlsNightOutandCocktailHoureventsincludingaspecial
preshowpartywithdrinksandrefreshmentsprovidedwhen
purchasedinadiscountedticketbundle.
iii. CollaborationwithorganizationssuchastheHighMuseumofArt
andAllianceTheater.Hosteventstargetedtowarddifferentage
groupssuchaspaintingclassesforchildren,yoga/pilatesclasses
foradults,artsfestivalwithdifferentboothsandeventsforeach
organization,cocktailhour,etc.
iv. Selectbigfacedancerstoattendcommunityeventsandparticipate
inlocalfundraisersandphilanthropyevents.
v. CollaboratewithstudentsenrolledinuniversitiesintheAtlanta
areawithdancedepartmentsincludingKennesawStateUniversity,
GeorgiaStateUniversity,GeorgiaTechandMorehouse.Host
marketingtablesattheirdanceperformancesandofferdiscounted
ticketstoMcFallBalletperformanceswithvalidstudentID.

SocialMedia
i. Ticketandcompanymerchandisegiveawaysifviewersfollow,
likeandtag/inviteafriendtofollow/likeTheMcFallBalletto
increasefollowersandengagementonsocialmediaoutlets.
ii. LinkallsocialmediaaccountstocompanyFacebookpage.
iii. Offerexclusiveinterviewsandbehindthescenesfootageof
rehearsalsandperformancesonvarioussocialmediaoutlets.
iv. Updateblogfrequentlywithoriginal,interestingandfuncontent
forsubscribersandinvitefollowerstosubscribetothecompany
blogbyprovidingeasytofollowlinksinmonthlynewsletters.
v. Handoutfliersprovidingsocialmediainformationandofferan
emailsubscriptionsignupatallpromotional/marketingtablesheld
atperformances,festivalsandvariousotherAtlantaevents.