Alberta Ballet

Using design to adapt to financial challenges

Canada’s second-largest ballet company is renowned around the world for outstanding contemporary and classical productions. With 50 years under their belt, there is no doubt that Alberta Ballet brings the very best to its stages each year; but sometimes there are bumps in the road. 

Adapting to significant financial challenges, a provincial recession and staff reductions from previous seasons, one of Alberta’s cultural backbones needed to start over with a fresh marketing and communications strategy that would help to launch a new season; with only weeks to spare.

Never one to shy away from a challenge, I quickly onboarded and within six weeks led the creative, website and digital strategy that announced the Ballet’s 50th Anniversary Season to subscribers. We successfully planned and executed an aggressive subscriber campaign that resulted in season pass uptake – mitigating the late start to the campaign. 

Working with internal staff and external partners we implement a new online and email marketing campaign that helped to reinvigorate the Ballet’s brand and capture single-ticket sales. The marketing and communications strategy together with the new creative resulted in a 24% increase in email marketing open rates, an increase in ticket sales and the Ballet’s most successful ever Black Friday/Cyber Monday ticket sale. 

It’s not always fun to start over, but when you get to implement a design strategy that solves problems, is cost effective and ensures design consistency – it reminds me why I love what I do.

project role: Client Manager, Communication Strategy, Creative Director, Content Development & Writer, Designer, Project Manager