Creative Marketing Director
Tulsa Ballet | Subscription Campaign
Subscribers of a Tulsa Ballet season receive a series of mailed marketing pieces convincing them to renew their subscription for the next season. The 25|26 season has been deemed the "most dramatic season yet" with it's themes of love, romance, seduction, haunted graveyards, and jilted lovers. As Marketing Director for Tulsa Ballet during this campaign, my role started with concepts for a season tagline and look to tie together each production. One of the most difficult challenges with this type of industry is connecting productions that have individual identities into a campaign that still showcases each show's personality without the campaign being chaotic. Once the concept of 'drama' was decided, my role turned to the look of the campaign. My role was to concept all pieces that would fulfill this campaign to ensure a cohesive look and strong connecting elements.
I worked directly with the graphic designer (Jessica Hanun) and content creator (Jessie Kenney) on each and every piece, making decisions on which shows to showcase in the campaign, taking into account where in the timeline the piece went and which audience was receiving each piece.
The process for this campaign begins over a year in advance where I start by creating marketing plan that includes expenses and goals. This plan also outlines which types of pieces which segments will receive, along with a plan for followup email campaigns and digital ads for extra touch points.
Once a budget is in place, photoshoots and video shoots are then scheduled to collect content for this campaign. I work with a content creator to plan which costumes, dancers, and shots are needed for marketing, and act as director on these shoots.
PROCESS
INSPIRATION
Dark & sexy.
With such heavy themes rolled into a season, our campaign had to show the drama of the lineup. So that's what we did. Black and white allowed us to go simple and elevated with our base, with a gold foil bringing in an element of fluidity and mystery. The gold foil also gave us an extra element to tie together the pieces.
