As a 53-year-old arts organization in a declining industry, it’s no surprise that Pennsylvania Ballet has had three years of steadily downturned sales. The Ballet hired Paragraph to breath new life into the company and reinvigorate passion for the arts — and of course, ticket sales. Our work with Pennsylvania Ballet on the 2015/2016 season resulted in the second-highest annual revenue in the organization’s history. With our collaboration, the Ballet has reversed its three-year decline in profits, and ticket sales increased 3% over last year. Subscriptions, single sales, and group sales have all seen significant growth.
We created an exciting visual and verbal brand for each program that played to the buying interests of that specific audience and then deployed a combination of digital, transit, outdoor, radio, print advertisements, public relations campaigns, and social media strategy to specifically target the demographics most appropriate to each program.