BUILDING STRATEGIC MARKETING PLANS FOR U.S BALLET COMPANIES
This research explores aspects of strategic marketing plans for ballet companies in the United States. By looking at segments of market research, engagement strategies and techniques, resource identification, branding and communications, and marketing strategies during crises and especially during the COVID-19 pandemic, this research helps American ballet companies build competitive brands, develop sustainable relationships with diverse audiences and institutions, and navigate complex cultural and political environments. A literature review of ballet, dance, and performing arts marketing provides a theoretical framework for strategic marketing for ballet. Interviews with ten marketing staff of ballet companies and data from trade magazines provide insights of ballet marketing in practice. This research concludes with a systematic list of recommendations of best practices for building strategic marketing plans for U.S ballet companies.