objective 4:

BRAND AMPLIFICATION

Alberta Ballet is at the heart of Alberta’s cultural scene—fostering excitement, pride, and passion within our local community while expanding our reputation far beyond provincial borders.

Electrifying Our Community and Beyond

Strengthening Alberta Ballet’s Role in Alberta
Alberta Ballet seeks to deepen its position as a cultural cornerstone in Alberta by enhancing visibility, fostering community connections, and becoming a symbol of artistic excellence. Through strategic storytelling, the company can highlight its contributions to Alberta’s cultural vitality, from performances to community engagement programs. By emphasizing local impact and fostering relationships with marginalized communities, Alberta Ballet strengthens its brand identity as an essential institution across the province.

Local Focus for Sustained Growth
The foundation of Alberta Ballet’s success lies in its local community. Prioritizing ticket sales, donations, sponsorships, and both recreational and professional student recruitment are each key to financial stability and engagement. Strengthening these local connections ensures Alberta Ballet remains a premier cultural institution while supporting long-term growth and global ambitions.

Action Plan

Expanding Alberta Ballet’s Digital Reach
In today’s digital landscape, a robust online presence is essential for brand amplification. Alberta Ballet’s strategy includes maintaining distinct websites and social media channels for its Professional Dance Company, Professional School, and Community Programming to engage diverse audiences effectively.

Social Media

Social media platforms like Instagram, TikTok, YouTube, and Facebook offer cost-effective, real-time engagement opportunities, allowing Alberta Ballet to:

  • Connect directly with audiences through behind-the-scenes content and storytelling.

  • Increase visibility globally through shareable, engaging content.

  • Reach younger demographics, building the next generation of ballet enthusiasts.

  • Maximize marketing budgets with targeted, data-driven campaigns.

Dedicated Websites

Separate websites for each division ensure tailored messaging and user experiences for their unique audiences:

  • Professional Dance Company: Focused on ticket sales, event information, and donor engagement.

  • Professional School: Highlighting programs, student recruitment, and academic offerings.

  • Community Programming: Showcasing outreach initiatives and attracting funding from private, corporate, and government sources.

Long-Term Goals

Alberta Ballet’s vision includes:

  • Amplifying its local and digital presence to increase ticket sales, donations, and student enrollment.

  • Expanding its social media reach to engage younger, diverse audiences.

  • Optimizing dedicated websites and CRM systems to boost audience engagement, donor retention, and recruitment.

  • Objective:
    Rebuild our loyal audience base to 100,000 tickets each year by creating immersive experiences, fostering cultural connections, and amplifying the emotional resonance of Alberta Ballet performances to drive ticket sales and long-term commitment.

    Action Plan:

    1. Encourage long-term audience loyalty through targeted marketing campaigns, accessible ticketing options, and experiential subscription perks.

    2. Elevate audience engagement through experiential marketing events, pop-ups, and immersive show promotions.

    3. Broaden Alberta Ballet’s appeal with influencer collaborations, thematic campaigns, and community-driven content.

  • Objective:
    Build lasting connections with recreational ballet students and their families by providing meaningful opportunities to engage with Alberta Ballet’s productions, dancers, and training programs.

    Action Plan:

    1. Offer discounted tickets and exclusive events to connect recreational students with Alberta Ballet performances and professional dancers.

    2. Expand Alberta Ballet’s presence by hosting short-term introductory ballet classes in underserved neighbourhoods to attract and convert new participants into long-term students.

    3. Deliver satellite training programs and workshops to engage students in underserved or remote areas and include them in Alberta Ballet’s community.

  • Objective:
    Position Alberta Ballet School as a leader in dance education by showcasing world-class training, fostering connections with a renowned professional company, and actively recruiting talented young dancers locally, nationally, and internationally.

    Action Plan:

    1. Showcase alumni success stories to highlight Alberta Ballet School’s role in launching world-class dancers and inspire prospective students.

    2. Increase awareness and reputation of the Provincial Affiliates program (Northern and Southern) throughout Alberta communities.

    3. Leverage Alberta Ballet’s provincial tours to recruit students through masterclasses and workshops in visited communities.

  • Objective:
    Build user-friendly, visually compelling, and purpose-driven websites for Alberta Ballet’s Company, School, and Community initiatives to drive engagement, ticket sales, and funding opportunities.

    Action Plan:

    1. Redesign Alberta Ballet Company’s website to promote performances and engage donors.

    2. Enhance Alberta Ballet School’s website to inspire prospective students and families.

    3. Develop Alberta Ballet Community’s website to showcase outreach programs and attract funders.

  • Objective:
    Leverage social media and digital platforms to highlight Alberta Ballet’s performances, training programs, and community initiatives, connecting with local and international audiences.

    Action Plan:

    1. Share behind-the-scenes and creative content to promote Alberta Ballet’s performances.

    2. Highlight Alberta Ballet School’s excellence through engaging content and accessibility promotion.

    3. Showcase Alberta Ballet’s community impact to attract funders and build engagement.