By Julie Begley Director of Marketing and Communications at San Francisco Ballet August 27, 2009
Greetings – my name is Julie Begley. I’ve been the director of marketing and communications at SF Ballet for five years, although a member of this department dating back to 1987. Normally it’s my job to stay quietly in the background while making sure our fantastic artists and programming remain consistently in the forefront of the performing arts world – not just locally, but globally.
When our very dynamic media team asked me to contribute to the Open Studio 455 blog, I was a bit flattered, and then felt a sudden attack of “writer’s block” coming on! Composing copy for a 20-page brochure or a radio commercial – no problem! But relaying my own sometimes crazy, multi-tasking days and the many things to research, weigh and act upon makes me a bit flushed! While my normal mantra is “edit and edit some MORE,” I’m now panicked at being long-winded!
As a team of marketers, we are always planning and implementing projects 10-18 months in advance. When people say “it must be quiet for you in the summer,” I smile and gently clarify that it’s actually full-on Christmas in July. Still in the midst of a multi-phase subscription campaign and planning for a fall tour to China, our marketing, sales, public relations, and ticketing “strategists” are immersed in all things NUTCRACKER! – design concepts, printed materials, media buying and production for our advertising on radio, TV, newspapers, and more recently, online – plus special promotions and pitching new and interesting stories to the press. We are fortunate that with such a lush, awe-inspiring Nutcracker production, there is a large canvas from which appealing new campaign concepts can, and do, emerge.
This year's Nutcracker marketing theme is "Create Magical Memories."
Our theme this year is “Create Magical Memories.” Coming off of a turbulent year, with many people facing challenges and making tough choices, our hope is that the SF Ballet Nutcracker experience will inspire people to come together to celebrate the holidays in a way that is meaningful, memorable and can actually transcend what is merely tangible. (By the way…I’d be remiss if I didn’t remind everyone that tickets go on sale September 8th!).
Check back for my next entry when I will share some of our thinking and plans around introducing John Neumeier’s U.S. premiere of the dramatic story ballet, The Little Mermaid, to SF Ballet audiences.
Christmas in July
Director of Marketing and Communications at San Francisco Ballet
August 27, 2009
Greetings – my name is Julie Begley. I’ve been the director of marketing and communications at SF Ballet for five years, although a member of this department dating back to 1987. Normally it’s my job to stay quietly in the background while making sure our fantastic artists and programming remain consistently in the forefront of the performing arts world – not just locally, but globally.
When our very dynamic media team asked me to contribute to the Open Studio 455 blog, I was a bit flattered, and then felt a sudden attack of “writer’s block” coming on! Composing copy for a 20-page brochure or a radio commercial – no problem! But relaying my own sometimes crazy, multi-tasking days and the many things to research, weigh and act upon makes me a bit flushed! While my normal mantra is “edit and edit some MORE,” I’m now panicked at being long-winded!
As a team of marketers, we are always planning and implementing projects 10-18 months in advance. When people say “it must be quiet for you in the summer,” I smile and gently clarify that it’s actually full-on Christmas in July. Still in the midst of a multi-phase subscription campaign and planning for a fall tour to China, our marketing, sales, public relations, and ticketing “strategists” are immersed in all things NUTCRACKER! – design concepts, printed materials, media buying and production for our advertising on radio, TV, newspapers, and more recently, online – plus special promotions and pitching new and interesting stories to the press. We are fortunate that with such a lush, awe-inspiring Nutcracker production, there is a large canvas from which appealing new campaign concepts can, and do, emerge.
This year's Nutcracker marketing theme is "Create Magical Memories."
Our theme this year is “Create Magical Memories.” Coming off of a turbulent year, with many people facing challenges and making tough choices, our hope is that the SF Ballet Nutcracker experience will inspire people to come together to celebrate the holidays in a way that is meaningful, memorable and can actually transcend what is merely tangible. (By the way…I’d be remiss if I didn’t remind everyone that tickets go on sale September 8th!).
Check back for my next entry when I will share some of our thinking and plans around introducing John Neumeier’s U.S. premiere of the dramatic story ballet, The Little Mermaid, to SF Ballet audiences.