POSITION: CREATIVE MARKETING STRATEGIST
Engaged to increase the visibility of a promising classical music conductor, including qualitative research to reveal and leverage marketable insights about Mr. Luke.
CHALLENGE: Increase client status to help facilitate transition from Guest Conductor to Principal Conductor.
TACTICS: Reveal tension between dancers and musicians in major orchestras in a coordinated media plan with print, radio, and social.
Pitched human interest stories around Ming Luke, a dancer who became a dance conductor, as the “Rosetta Stone” for industries speaking different languages.
RESULTS: Secured press coverage from NPR, San Francisco Classical Voice, Pointe Magazine and more.
Ming Luke was hired as the Primary Conductor of the Nashville Ballet Orchestra.
