Verb Ballets
I developed and executed the company’s brand identity and vision. I designed marketing materials for print, digital, and web, and I coordinated advertising while managing public and media relations
Leading the dance
Ohio Contemporary Ballet, formerly Verb Ballets, is a professional contemporary ballet company out of Cleveland, Ohio. I created and delivered the company’s brand identity and vision from 2010 to present. Overseeing media buys, production deliverables, public/media relations and designing marketing collateral across print, Out-of-Home (OOH), digital, and web.
Direct Mail Marketing
Designed, wrote copy and worked with the mail-house on season postcards and brochures to past ticket buyers and prospects.
Web Development
Built a completely new WordPress website in 2017. The new site helped to streamline user experience and increased functionality to accomplish a 53% rise in users in the first year. The website has grown in depth and interactivity each season.
Nice job! So refreshing! It's a lot of work too. Support page is wickedly strong. I'd say you got this WP thingie down.
Media relations
I was responsible for press releases and media coverage of the choreographers, dancers, tours, performances and events being covered. It requires a keen understanding of the target audience, including news outlets and industry professionals, to ensure the content resonates and engages effectively. I worked closely with media by inviting journalists in the studio and arranging interviews.
Sample of news articles:
- Verb Ballets invests more than usual in expressive new production of ‘Romeo & Juliet’– Cleveland Plain Dealer, February 10, 2022
- Verb Ballets commissions world premiere dance via Zoom – Akron Beacon Journal, May 4, 2021
- Celebrating a life through dance– Akron Beacon Journal, February 5, 2019
- The Cleveland Havana Ballet? Yes—Meet the Two Companies Joining Forces for a Rare Collaboration -Dance Magazine, December 18, 2017
Billboards
Billboard advertising was used along highways to reach consumers while they are on the go, offering broad and consistent exposure to brands and messages in high-traffic areas.
Radio
I collaborated with radio hosts to brainstorm ideas and schedule interviews. Additionally, I oversaw the purchase and copywriting of underwriting spots on the local NPR station. Furthermore, I partnered with the local PBS station to create TV spots that aired during arts programming.
Sample of radio interviews:
- Francisco Gella: Ohio Contemporary Ballet Guest Choreographer, iHeart Radio, February 2, 2024
Verb Ballets Presents “Going Solo” – Ideastream Public Media, February 22, 2021
Special Events
I designed all of the digital and printed materials such as invitations, posters and signage for special events. Each item was meticulously designed to align with the event’s branding guidelines, ensuring a seamless and professional presentation. Through these efforts, I ensured that every aspect of the event’s visual identity was seamlessly integrated, creating an impactful and memorable experience for attendees.
Project Coordination
I was also charged with coordinating and executing various events, which included managing the logistics for guests, sponsors, and media. This involved detailed planning, communication, and ensuring everything ran smoothly on the day of the event.