Marketing and Communications Plan — Mountain West Ballet

For a marketing class during my MFA, I developed a comprehensive marketing and communications plan for Mountain West Ballet, a community-based ballet organization dedicated to accessible, high-quality performances and arts education in Sandy, Utah. The goal of this plan was to address key organizational challenges—limited financial resources, reliance on volunteers, and low marketing visibility—while building a sustainable path for growth.

Grounded in a full situational analysis, this plan outlines clear, measurable objectives focused on increasing donor support, expanding audience reach, improving production quality, and strengthening internal infrastructure. I developed targeted strategies including a corporate sponsorship program, a “Friends of Mountain West Ballet” membership model, and a digital storytelling campaign designed to connect more deeply with both existing and new audiences.

A major component of this deliverable was audience segmentation and messaging. I identified key audience groups and created tailored communication strategies across platforms, with a strong emphasis on social media as a tool for engagement, visibility, and community building. The plan also includes a detailed content strategy, timeline, and budget to ensure both feasibility and accountability.

To support long-term success, I incorporated a structured evaluation framework using performance metrics such as attendance, donor growth, social media engagement, and volunteer participation. This ensures the plan is not only strategic, but adaptable—allowing the organization to refine its approach over time based on measurable outcomes.

This project strengthened my ability to think strategically, analyze organizational needs, and translate them into actionable marketing initiatives. It also reflects my interest in supporting arts organizations through thoughtful communication, audience engagement, and sustainable growth strategies.