CASE STUDY
Strategic Communications Planning & Media Relations for Jacob’s Pillow Dance Festival
Image description: Two dancers hold hands as they jump, lifting one bent leg high. They dance in a large studio filled with windows. Ephrat Asherie Dance; photo by Christopher Duggan.CLIENT
Jacob’s Pillow
CHALLENGE
When Jacob’s Pillow’s PR Manager relocated two months before the Festival kickoff, they called me to help build an integrated communications plan. Every summer, Jacob’s Pillow Dance Festival is an outstanding tornado of dance, with more than 300 events and action-packed days that leave staff with little time for strategic thinking or thoughtful writing. With a new Director, the impending unveiling of a new five-year strategic plan, and a ribbon-cutting of a multimillion dollar dance studio, an effective communications plan was a necessity.
WORK
I created a strategic plan and calendar of key distribution dates that covered email marketing, social media, donor communications, special events, and press and media relations to take the team through the rest of the year. I also focused on writing and stockpiling as many press releases as possible, made pitch recommendations based on important institutional and ticket sales priorities, and prepped customized media communications. When the new PR Coordinator joined the team, I helped with the onboarding process—not only reviewing the press materials I had created, but also sharing tactics to create long-lasting relationships with staff, artists, and influencers.
RESULTS
The Pillow marketing team entered the summer season prepared and organized. This staffing gap could’ve caused a major backup, but the communications crisis was averted.
“Mariclare’s immense knowledge of and experience in arts marketing is unmatched. Her ability to build a long-term communications strategy has allowed us to concentrate on immediate goals while never losing sight of the overall mission.”