Guest writer: Sarah Stern, marketing manager
First and foremost, thanks to all of you for your kind words and support throughout the aftermath of Hurricane Ike. Houston Ballet was largely spared, with only one large tree down at the studios on West Gray and a leak here and there at Wortham Theater Center. All of our dancers and staff are doing great and have a renewed appreciation for their electricity! The dancers are on vacation for one more week, then it’s back to the grindstone…The Nutcracker is looming around the corner, and rehearsals have begun for Stanton’s world premiere of Marie in the spring.
On the marketing and public relations front, we have tons of presentations coming up that we’re very excited about. The prestigious National Arts Marketing Project Conference is coming to Houston November 9-12, and Houston Ballet’s marketing team has been asked to present three case studies featuring best-practice marketing initiatives that Houston Ballet has implemented over the last four years. Andrew Edmonson (director of marketing and PR) and I will give presentations on a special customer retention program for first-time ticket buyers; a case study of the Ballet’s marketing campaign for The Nutcracker; and a display of its television commercials, which have won numerous awards, including three gold “Addy Awards” from the Houston Advertising Federation. You can see one of our Nutcracker TV spots here.
Also coming up on Wednesday, December 3, Houston Ballet will present a case study on its 2006 PR campaign for The Nutcracker as part of PR Day, a symposium for PR professionals organized by the Houston chapter of the Public Relations Society of America.
As you can see, there’s no rest for the weary. Now that we’ve recovered from Ike, we’re thrown into another hurricane…Hurricane Nutcracker!