Increasing Visibility of Pennsylvania Ballet

The Challenge

Pennsylvania Ballet, a leading ballet company in the nation, looked to Maven lead their media relations strategy and efforts in order to increase the organization’s visibility as the new Artistic Director Angel Corella took over the Company. Maven was tasked with creating awareness of the organization’s development events, community engagement programs, season performances and The School of Pennsylvania Ballet as well as managing issue / crisis management.

940+

Media placements in four years

100+

Dancer and artistic staff profiles

20

Community engagement events

Strategy

Maven created a year-long program that integrated the Ballet’s development efforts, community engagement programs, season performances and The School of Pennsylvania Ballet activity. One of the key overarching goals was to introduce Pennsylvania Ballet’s dancers to new audiences by telling their personal stories so audience members would become personally invested in the dancers performing on stage.

Results

Over a four-year span, Maven’s work resulted in more than 940 media placements. The media placements about the dancers and the programming resulted in a positive impact on Pennsylvania Ballet’s ticket sales each season.