Marketing Plan

Executive Summary

This information outlines the elements of an event marketing plan, which promotes the March
24, 2017 company relaunch, “Pointe Towards the Future,” by Eglevsky Ballet Company, a not-
for-profit professional ballet company and school, which resides in Bethpage, NY. Located to the
left of the centerfold of Long Island’s Nassau County line, Bethpage, NY is easily accessible by
car or train, close to major highways and parkways, as well as two Long Island Railroad stations.
To execute this marketing plan will require best practices for promoting a company relaunch,
how to effectively attract attendees and donors, and advertising methods to increase exposure
and support from surrounding communities by understanding the economic and cultural
demographics of Long Island, NY.
To promote this event, a few approaches include formal, printed invitations depicting the
Eglevsky Ballet Company logo, interviews with local newspapers, and email blasts to guests.
These approaches will help gain the attention needed from Long Island’s various community
individuals, corporations, and government leaders of the presence of this upcoming event.
Advertising in this way will help raise awareness and increase exposure to the ballet company in
hopes of encouraging people to attend the event, and possibly contribute or attend an Eglevsky
event during its upcoming season.
 Marketing Research
I. Successful Relaunches
 Create a brief, high-quality, introductory video which contains the mission and objectives of
the company, and display it via projector and screen, or television (large screen) throughout
or before the event. Minimizing dialog creates more efficient time management.
 Include excerpts or examples of what the company has to offer (i.e., performances, video
segments, physical prototypes).
 Host event on a day where minimal or no events are going on, especially if it is not a huge
event. People are more likely to have plans on weekends, versus a weeknight after work,
and would be more likely to attend the event.
 If hosting the event “in house,” transform the space where it does not feel like what the
space is usually used for. For example, if the space is a ballet studio, transform the area to
suit the needs and purpose of the event (decorations, tables and chairs, etc.).
 Create a budget. “The budget should be specific and include revenue opportunities
(sponsorship, ticket sales, donations, etc.) as well as expenses such as printing, permits,
insurance, speakers, food, supplies, and security. Maintain good records, keeping track of all
income and expenses. Also, expect the unexpected, extra expenses will come up – so plan
ahead.” (Smalley, 2017)
 Ensure the ease of access into the event space. Especially if hosting the event in house,
double check to make sure the entrance way is not blocked and there is a clear line where
guests are expected to go. If the entrance area is crowded, or guests have to navigate
through tables to get to coat check, it can make for a frustrating experience right at the start
for the guests.
 Welcome guests to make them feel like they are each a VIP. Station greeters or volunteer at
the entrance to the event to make guests feel welcome with a smile. This also helps with
giving guests directions on where their next stop would be, be it the coat check, registration,
or if someone is in need of a restroom.
 Make the purpose, or reason, for the event very clear. Guests should know why they are
attending the event, and what is expected of them. Distribute programs for the night’s
events, and strategically place donor cards on tables if applicable.
II. Attracting VIP Guests and Community Leaders
 When reaching out to community leaders and those that would hold the title of VIP, send
formal, printed invitations. Though email is the quickest way to reach someone to let them
know about an upcoming event, there is a good possibility that the email sent could end up
in a SPAM folder, or deleted if the subject line is not catchy or the contact is not recognized.
By sending a formal, printed invitation, it not only shows that their presence at the event is
desired and welcomed, but it is also is not a very common way to reach people in this
current day and age. People now get excited to receive “snail mail” that is not a bill or junk
mail.
 Follow up with personal phone calls. Making a phone call versus sending an email is a more
personal approach and lets the person know that they are not just “one of the guests.”
 Know who the guests are and be able to differentiate who is considered VIP. Do research on
attending guests, especially if they hold stature in the community, that way when they are
approached by members of the event, it is already known who this person is and what
position they hold in the community. It is also important to inform the Executive Artistic
Director and all Board Members of VIP guests with their names, titles, and photos before
the event.
 Have the event photographer keep track of who they are photographing. This way, when
the photos are released, either on the event/organization website, or to the press, it is
already known who is in each picture and captions can easily be added.
 Local newspapers or magazines could do a write up of the event prior to, or do an article
afterwards listing names of VIP guests and community leaders who were in attendance. In
the future, more community leaders and VIP guests who were not in attendance would
possibly attend a future event put on by the organization.

III. Nassau County (Bethpage, NY) Demographics

The Town of Oyster Bay, Town of Huntington, Town of Hempstead, City of Glen Cove, and
City of Long Beach, along with 64 other villages make up Nassau County on New York’s Long
Island. Nassau County makes up the left side of Long Island, and is located south of Connecticut,
across the Long Island Sound. Nassau County’s population has seen a 1.6% increase to
1,361,500 people in July 2016 from 1,339,532 people in April 2010.
Bethpage, NY is a hamlet of Oyster Bay located on Long Island which is approximately 3.62
square miles. Population in 2010 was 16,429 with approximately 47.6% males and 52.4%
female.

Estimated median household income in 2015 for Bethpage was $101,787 and homes/condo
costing $423,547 with median property taxes in 2015 at $9,514 or 2.5%. Cost of living index
was recorded at 55 in March 2016. The average household size is 2.8. Unemployment in 2015
for Bethpage was at 4.3% with 4.8% for New York state. Poverty in 2015 averaged 2.8% which
was further broken down to 2.8% being White/non-Hispanic, 6.3% Black and 12.8% for 2 or
more races.

Population race varies with majority of 85.5% (14,095) being white, 7% Hispanic, 5.4% Asian and
.5% Black. One percent of the population are more than one race. Of these figures, 1,927
residents were foreign born which included 4.2% Europe, 3.1% Asian, and 2.4% Latin America.

Population change due to commuting for employment increased to 4,908 or 29.9%. The most
common industries in Bethpage are:

 Construction (15%)
 Retail (11%)
 Transportation and Warehouse (9%)
 Healthcare and Social Assistance (8%)
 Professional, Scientific and Technical Services (8%)
 Public Administration (8%)
 Finance and Insurance (7%)

Arts, Entertainment and Research is listed at 9% for all of Oyster Bay, however it is not
significant enough to be listed for Bethpage specifically.

Most common occupations listed for males in Bethpage are:

 Management (16%)
 Construction and Extraction (11%)
 Sales and Retail (10%)
 Office and Administrative Support (9%)
 Transportation (7%)
 Business and Financial (5%)
 Computer and Mathematics (5)

Most common occupations listed for females in Bethpage are:

  Office and administrative support occupations (23%)
 Education, training, and library occupations (16%)
 Sales and related occupations (15%)
 Business and financial operations occupations (10%)
 Personal care and service occupations (6%)
 Health diagnosing and treating practitioners and other technical occupations (5%)
 Management occupations (5%)

Art, design, entertainment, sports and media occupations for all of Oyster Bay average
approximately 5% and has a wide variety.

Businesses in Bethpage consist mostly of small retail establishments, fast food and restaurants
and one hotel.

The education available in Bethpage includes 5 elementary/middle schools and 1 high school.
Briarcliffe College is located in Bethpage with an additional seven colleges/universities located
within 10 miles of Bethpage.

IV. Demographic Tables and Figures

(United States Census

Bureau)

(city-
data.com/city/Bethpage-
New-York.html)

V. Arts & Culture in

Bethpage, NY
 Though there is not much arts and culture in Bethpage, NY, there are eight dance schools
within a 3 mile radius, with Eglevsky Ballet Company being the only professional ballet
school.
 Bethpage is home to Grumman Studios and Gold Coast Studios, both huge sound stages.
Notable productions include, The Wiz Live! (2015), Peter Pan Live! (2014), Annie (filmed
2013/2014), The Sound of Music Live! (2013), The Amazing Spider-Man 2 (2012), The
Avengers (2012), The Dictator (2011), and Salt (2009).
 Bethpage is also home to Grumman Gallery, established in 2014, and is connected to
Grumman Studios.

Market Analysis: Strengths, Weakness & Opportunities

The target market are past board members of Eglevsky Ballet Company, community
leaders and government officials from Nassau county, administrators in university dance
departments, and the top individual and corporate donors from Eglevsky Ballet Company’s
giving history. Reaching out to previous donors is a good way to ease them into possibly
donating again. It is also possible to donate to Eglevsky Ballet Company via Amazon Smile, as
well as shopping at The Americana mall in Manhasset.
In addition to reaching out to previous donors, it is wise to reach out to members of the
community who hold a high title, for instance, local government officials. Feedback from a
government official would not only help the company in terms of specific changes to make, but
it will also spread word about Eglevsky Ballet Company on a higher platform.
It is also necessary to reach out to dance administrators at local universities and
colleges. Having this faculty attend will help promote the studio at the colleges or universities.
It will also open opportunities for those faculty members to teach master classes at Eglevsky
Ballet should they choose to.
From studying best practices for company launches, how to attract VIP guests and
community leaders, and the demographic and arts & cultural scene of Bethpage, NY, Eglevsky
Ballet Company hopes to achieve the following objectives, promotional strategies and plan
implementations from the relaunch event:

Objectives
 To bring more exposure to Eglevsky Ballet Company
 To have community leaders in Nassau County attend or show recognition
 To inform guests of Eglevsky Ballet Company’s upcoming season and events
 Create and provide a charming atmosphere for guests
 To increase visitations and student registrations to the school
 Inspire guests to become donors to Eglevsky Ballet Company

Promotional Strategies
 Formal printed invitations
 RSVP contact email sent directly to project manager
 Interviews with local newspapers and magazines
 Fliers promoting Eglevsky Ballet Company’s Summer Intensive Course placed in dancewear
stores, school districts, church bulletins, organization websites
 Email reminders
 Personal phone calls
 Travel arrangements for those traveling from the city via train (car pick up at station).

Talking Points
 On March 24th, 2017, Eglevsky Ballet Company will be hosting its company relaunch
event, “Pointe Towards the Future,” in Bethpage, NY
 Eglevsky Ballet is a not-for-profit, and the only professional ballet company in Long
Island, NY
 It was founded by the legendary New York City Ballet principal dancer, Adre Eglevsky
over 50 years ago
 Eglevsky Ballet’s mission is to enrich students and community through the disciplines of
classical ballet.
 “Pointe Towards the Future” will serve as the unveiling of the new season at Eglevsky
Ballet Company.
 The event will feature performances by current Eglevsky students, as well as professional
dancers from New York City.
 We are expecting about 80-100 guests from across Long Island and New York City
 Though the event is not open to the public, Eglevsky Ballet Company is always
welcoming new students at any level to train at their studio in Bethpage, NY.
 Plan Implementation
 Have the graphic designer create an invitation for Eglevsky Ballet’s “Pointe Towards the
Future” relaunch event with event name, organization name, date, time, location, and
RSVP information.
 Create a database of guests with name, title, address, phone number, and email address.
Guest list should include past and present Eglevsky board members, previous donors,
Nassau County community leaders and government leaders, administrators from
university dance departments, leaders of major corporations whose headquarters reside
on Long Island, and friends of the Executive Artistic Director.
 Schedule interviews with local press (Newsday, News12 Long Island).
 Print formal invitations and send to guests.
 Meet with photographer/videographer to film introductory video.
 Have event programs and Eglevsky new season programs printed for event.

Impact
The “Point Towards the Future” Relaunch Marketing Plan will impact Eglevsky Ballet Company in
a positive way. This relaunch event is a way of bringing more exposure to Eglevsky Ballet
Company by reaching out to important members of the Nassau County community. These
members may be a necessity to helping Eglevsky Ballet Company achieve its Mission and Vision:
 Mission: To enrich the lives of its students and the community through the art and
discipline of classical ballet.
 Vision: By preserving the rich history of our founding director, maintaining a professional
company and school, Eglevsky Ballet will bring a more profound performance experience
to the cultural life of our region and beyond. Securing a place in the arts education of not
only our students, but in the education of those in undeserved or in-crisis surroundings,
we broaden the base of service for our art, thereby making it more accessible. Eglevsky
Ballet desires to create an environment where students can thrive allowing for further
 development beyond the classroom. Additionally, our unparalleled professional faculty
will be able to teach in an environment that is conductive to the rigors and demands of
classical ballet. Professional dancers, regisseurs, educators, and choreographers are also
encouraged and challenged to breathe life into new and existing repitoire.

This event not only provides the organization with more exposure, but it also gives the
organization a new platform in marketing. This is imperative to the future of Eglevsky Ballet
events because the attraction to donors for ticketed events is extremely important. Donations
make up a big percentage of how Eglevsky Ballet Company survives. Anything helps, and
makes a difference in the lives of young dancers by providing scholarships, securing a talented
and recognized faculty, creating beautiful and impressive performances, and giving students
the opportunity to take master classes with well-known choreographers.

Evaluation
 Did we meet our objective net income of bringing more exposure to Eglevsky Ballet
Company?
 Did we reach our goal of having 80-100 guests? Were any of these guests important
members of the community? Did anyone who could not make it send acknowledgement
about the event?
 Were people happy with the event? How do we know? Will they attend an Eglevsky
event in the future?
 Did anyone offer to make donations or help with an upcoming Eglevsky Ballet event?
 Did we save money from our initial budget?
 Conclusion
In review, Eglevsky Ballet Company is very excited to host the relaunch event, “Pointe Towards
the Future.” The presence of past and present board members, old and new friends of Eglevsky
Ballet Company, and members of Nassau County government and community is greatly
appreciated as we relaunch into our new season. Based on local demographics, our target
market, and guest database, we believe the relaunch will be a success. It is time to “Pointe
Towards the Future!”

References
Websites
Smalley. K. (2017). Tips for Successful Event Planning.
http://nonprofitpeople.monster.com/training/articles/94-tips-for-successful-event-planning.

Exponent Philanthropy. 2017. What Makes a Successful Nonprofit.

https://www.fidelitycharitable.org/docs/What-Makes-An-Effective-Nonprofit.pdf

www.city-data.com/cityBethpage-NewYork.html

www.city-data.com/city/Oyster-Bay-NewYork.html

www.nassaucounty.gov/3406/cities-towns-villages

https://en.wikipedia.org/wiki/Grumman_Studios

http://eglevskyballet.org/