When the dance company RIOULT engaged The Roan Group to strengthen their positioning in the New York dance market, we knew our work was cut out for us. When dance enthusiasts - especially in the contemporary dance category - think about national dance treasures, the vast majority are New York-based. Competition for audiences, donors, and sponsors is fierce and it has only gotten worse since the economy turned for the worse last October.
After changing the company’s name from Pascal Rioult Dance Theatre to RIOULT, we executed a branded-imagery strategy change focusing on the athleticism, physicality, and beauty of the company. Working with photographer Basil Childers, Neill Archer Roan art-directed two photo shoots done on tour in LaJolla and San Diego. Where the previous imagery strategy was softly focused, impressionistic, and movement-focused, the new visual strategy emphasized intimacy, intensity, strength, and immediacy.
The results? Two years ago in RIOULT’s week-long Joyce season, the company sold 71% of capacity. In the April 2009 season - while spending less on marketing and sales efforts - RIOULT averaged 91% of capacity.
A year with a new name and a refreshed brand piqued a lot of interest. The audience that came loved the work they saw and many returned to see a second program. Earned revenues increased and the buzz about the company has resulted in increased touring activity here and abroad.
Doing more and spending more are no substitute for making the right strategy moves.