ob%20ftd_edited.jpg

ORLANDO BALLET

ROLE

 

student collaborator

MARKETING

DELIVERABLES

 

- social media audit

- social media strategy

GRAPHIC DESIGN

DELIVERABLES

 

- infographic design

PROJECT OVERVIEW

Orlando Ballet is a world class dance company and school close to Rollins College in Winter Park, Florida. My professor in my New Media and Public Relations class was hired by Orlando Ballet to help them come up with a new marketing strategy, attract new audiences, and update some of their owned channels and content.

Through a series of audits, I researched best practices and competition in order to decide how I would improve their current channels and content. After audits were complete, I produced a new and improved version of the deliverable using my findings. 

One of the biggest hurdles I discovered with this project were stereotypes and attitudes towards ballet in general. I had to incorporate tough questions into the execution of each project:

 

How could we break down stereotypes about ballet?

How could we get people to come, and come back again?

INFO-
GRAPHIC

Orlando Ballet wanted an infographic that could appeal to a wider audience and their current audience. To do this, I created an infographic showing the process of costume design so that ballet lovers as well as young women with an interest in the fashion industry could appeal to this. I decided to use handwritten elements and a paper texture to give the infographic a "design sketch" feel.

PRODUCTION: FIRST ROUND

This was the first infographic I produced, using a hand drawn ballerina and hand drawn headings. Their brand colors are red, black, and white, so I used red in places that were of importance (red attracts the eye more than any other color).

PRODUCTION: SECOND ROUND

This was the final piece I made for Orlando Ballet. I made room for more negative space, made a clearer title, made the process easier to follow, and refined the call-to-action at the end.

SOCIAL MEDIA

AUDIT + STRATEGY

To begin, I looked at Orlando Ballet’s (and a competitor, American Ballet Theater) Facebook page in depth. These content analyses looked at engagement, structure of the post, content, voice/story, and aesthetics for 50 total posts, or 25 for each organization. Based on my findings and best practices, I explained how OB could improve their Facebook content.

 

To visualize these changes, I created 5 on-going content ideas and templates for them to use. With the strategy clearly outlined, plenty of links for inspiration, and other series ideas, I was able to set them up for success on their own.

CONTENT ANALYSES

If you feel inclined, you can check out how I conduct my content analyses below! These were used to inform my audit and create new social media post strategies.