| The Joffrey Ballet | |||
| Flash Design Project Web-BasedTargeted Marketing Campaign |
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| These Flash movies were created by Ben Wechsler for The Joffrey Ballet. They were the result of consulting with the company in establishing a strategy for marketing the Joffrey to targeted markets, using the internet as a medium. The approach was to analyze existing focus group research for the target markets, and to create a campaign accordingly. Our approach was to step back, and see if an internal market study of the ballet's image may come to a similar result as the focus group research. The result was a stunning awareness of the Joffrey's own image and how it correlated to its audience's image of the company. A campaign was then created to focus on the individual artists of the company and the magic of being a dancer. The power of the result greatly surpassed the Joffrey's expectations. The Joffrey then redesigned its web site and all new season brochures and advertising based on this strategy. | |||
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