Pittsburgh Ballet Theatre School Programming Expansion

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Pittsburgh Ballet Theatre's school programming expansion project

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  • KEYWORD MAP, RING 1
  • KEYWORD MAP, RINGS 1-2
  • Things said on slide:Examined/focused on 8 ballet schools across the country Focused on school. Didn’t look at company-based missions because we didn’t think it was related to our purposesComments:Put the number 8 (8 ballet schools) under WHO
  • Things said on slide:Within the keywords, we realized there were some overarching themes. From 79, we narrowed down to 21 words that directly related to those 5 themesComments:Just show the 5 themes, not all the words beneathName 5 themes – show keywords – move on!
  • Things said on slide:We used the inner two rings to place our ballet sector valuesComments:
  • Things said on slide:Read recent trend reports from 2012-2014 that focused on global trends in health and wellnessConsulted Mark Wessel as part of this process – thanks to himComments:
  • Will use this slide!
  • Things said on slide:Comments:
  • Things said on slide:Presenting our final keyword map Most effectively represents aspirations of PBT school, Pgh customer wants, and the ballet industry, while providing a context for these aspirations, through our trend reportsComments:
  • KEYWORD MAP, FINAL
  • KEYWORD MAP, FINAL
  • Pittsburgh Ballet Theatre School Programming Expansion

    1. 1. PITTSBURGH BALLET THEATRE Pittsburgh Ballet Theatre School & Programming Expansion Project Midpoint-presentation March 3rd, 2014 Master of Arts Management, Carnegie Mellon University Sophia Ahn Jillian Brinberg Angela Choi Diana Cwerenz Shannon Huang (Project Manager) Weixi Li Laura SanBoeuf Yuan Zhou Kathryn Heidemann (Advisor) 1
    2. 2. PITTSBURGH BALLET THEATRE AGENDA I INTRODUCTION 1. ADVISORY BOARD 2. PITTSBURGH BALLET THEATRE - CLIENTS II PROJECT 1. ABOUT SYSTEMS 2. ABOUT THE PROJECT 3. FRAMEWORK & PROCESS III REPORT OF MODULE 1 1. INTERNAL ANALYSIS 2. EXTERNAL ANALYSIS 3. CONCEPTUALIZATION IV NEXT STEPS V Q&A 2
    3. 3. PITTSBURGH BALLET THEATRE AGENDA I INTRODUCTION 1. ADVISORY BOARD 2. PITTSBURGH BALLET THEATRE - CLIENTS II PROJECT 1. ABOUT SYSTEMS 2. ABOUT THE PROJECT 3. FRAMEWORK & PROCESS III REPORT OF MODULE 1 1. INTERNAL ANALYSIS 2. EXTERNAL ANALYSIS 3. CONCEPTUALIZATION IV NEXT STEPS V Q&A
    4. 4. PITTSBURGH BALLET THEATRE I. INTRODUCTION – Advisory Board I II  John Elliott President, Elliott Marketing Group  Cookie Ruiz Executive Director, Ballet Austin  Julia Erickson Principal dancer, Pittsburgh Ballet Theatre   Ari Lightman Professor, Carnegie Mellon University Jessica Ryan Manager of Education and Community Programs, Pittsburgh Symphony Orchestra  Anne Madarasz Museum Division Director/Director of Western Pennsylvania Sports Museum Emily Rybinski-Benish
 Senior Data Analyst, Elliott Marketing Group  Chris O’Connell Senior Data Analyst, Elliott Marketing Group Pattye Stragar Fitness Operations Manager, Carnegie Mellon University  Vicki Parsons Butler Community School Director, Ballet Austin Laura Synnott Professor, Carnegie Mellon University  Mark Wessel Professor, Carnegie Mellon University III IV V     Kate Prescott President, Prescott & Associates 4
    5. 5. PITTSBURGH BALLET THEATRE I. INTRODUCTION – Pittsburgh Ballet Theatre Clients I II  Harris N. Ferris Executive Director, Pittsburgh Ballet Theatre  Aaron Rinsema School Operations Director, Pittsburgh Ballet Theatre  Aimee DiAndrea Director of Marketing and Communications, Pittsburgh Ballet Theatre III IV V 5
    6. 6. PITTSBURGH BALLET THEATRE I INTRODUCTION 1. ADVISORY BOARD 2. PITTSBURGH BALLET THEATRE - CLIENTS II PROJECT 1. ABOUT SYSTEMS 2. ABOUT THE PROJECT 3. FRAMEWORK & PROCESS III REPORT OF MODULE 1 1. INTERNAL ANALYSIS 2. EXTERNAL ANALYSIS 3. CONCEPTUALIZATION IV NEXT STEP V Q&A
    7. 7. PITTSBURGH BALLET THEATRE II. PROJECT – About Systems I II III IV  Systems Synthesis is the second-year project course for students in Heinz College’s School of Public Policy and Management. The project embraces four educational goals V that synthesize the Heinz College experience: • Develop problem structuring and solving skills • Develop project management, teamwork, and communication skills • Provide a capstone experience that integrates and synthesizes "core" coursework • Provide a “real world” organizational experience 7
    8. 8. PITTSBURGH BALLET THEATRE II. PROJECT – About Pittsburgh Ballet Theatre I II III  Mission Pittsburgh Ballet Theatre is a community based and internationally recognized professional ballet company that performs traditional and contemporary ballets and develops innovative works. It seeks to perpetuate excellence in the art of ballet through performances, superior training of student dancers and community engagement initiatives. IV V  The School Today, Pittsburgh Ballet Theatre School is recognized as one of the nation’s finest schools for dance education and training. PBT School offers a thorough and well-rounded dance education for over 900 students of all ages, levels, and degrees of interest - taught by faculty and guest teachers of international acclaim. The School works to instill a longterm value of the art form in each student while emphasizing the study of diverse, high quality curriculum in a positive and inspirational learning environment. 8
    9. 9. PITTSBURGH BALLET THEATRE II. PROJECT – About the Project I II • Background III IV V  Pittsburgh Ballet Theatre (PBT) offers superior training to aspiring professional dancers. However, their current non-professional (open division) offerings are limited.  In order to better serve the diverse wants of the Pittsburgh community, PBT needs to provide more offerings for those who want to take high quality physical wellness classes, but not at a professional level.  Pittsburgh Ballet Theatre is in the middle of a capital campaign to expand their facilities, which provides them the opportunity to consider ways to address this issue. Children’s Division Student Division Pre-Professional Division Adult Open Division Classes Intensive Summer Program 9
    10. 10. PITTSBURGH BALLET THEATRE II. PROJECT – About the Project I II • Opportunity & Scope Statement III IV V  Opportunity Statement To maximize the potential of their new space, PBT must determine a mix of programming that will expand their open enrollment student base, while staying true to their reputation for superior training.  Scope Statement The Pittsburgh Ballet Theatre’s school expansion project will require the development of a programming plan for the expanded PBT School. This plan will require market research, trend analysis, and benchmarking of similar organizations in Pittsburgh and nationwide. The result of our findings will be a comprehensive program recommendation with accompanying justification for the decisions made, in order for PBT to effectively implement any recommendations. 10
    11. 11. PITTSBURGH BALLET THEATRE II. PROJECT – About the Project I II • Known Exclusions III IV  Risk Assessment  Revenue Projections  Results dependent on architecture plans V 11
    12. 12. PITTSBURGH BALLET THEATRE II. PROJECT – Framework & Process I Midpoint-Presentation II III MODULE 2  PURPOSE  PURPOSE Setting direction for programming IV V Final MODULE 1 Designing programming plan  PROCESS Research  PROCESS Analysis Keyword Grouping Conceptual -ization Criteria  FRAMEWORK Customer survey Refining Criteria Filtering Finalize  FRAMEWORK INTERNAL ANALYSIS Internal interview Ideation EXTERNAL ANALYSIS + INTERNAL ANALYSIS Competitor study Internal material Review Context Analysis Customer survey  DELIVERABLES • • + Key Success Factors Market Saturation Analysis  DELIVERABLES • • EXTERNAL ANALYSIS Keyword Diagram Concept direction alternatives • Identification of key success factors Programming offering possibilities Program recommendation matrix 12
    13. 13. PITTSBURGH BALLET THEATRE I INTRODUCTION 1. ADVISORY BOARD 2. PITTSBURGH BALLET THEATRE - CLIENTS II PROJECT 1. ABOUT SYSTEMS 2. ABOUT THE PROJECT 3. FRAMEWORK & PROCESS III REPORT OF MODULE 1 1. INTERNAL ANALYSIS 2. EXTERNAL ANALYSIS 3. CONCEPTUALIZATION IV NEXT STEPS V Q&A
    14. 14. PITTSBURGH BALLET THEATRE + III-1. INTERNAL ANALYSIS – 1. Internal Interview I II III  To find internal aspirations for the expanded school and current issues  Harris Ferris – Executive Director  Aimee DiAndrea – Director of Marketing and Communications  Aaron Rinsema – School Operations Director  Robert Vickery – Assistant to the Artistic Director/Principal, Open Enrollment Division  Alyssa Melby – Director of Education  WHY Current perception of PBT  Vision for PBT  Hope for the PBT open enrollment in the future IV V WHO WHAT 14
    15. 15. PITTSBURGH BALLET THEATRE + III-1. INTERNAL ANALYSIS – 1. Internal Interview I II III  (STEP I) Identified common themes (ideas that showed up in at least 2+ interviews)  (STEP II) Selected keywords that summarized those themes (words that were mentioned by at least 2+ people) HOW IV V (example excerpts) "We provide high quality, be it performances or classes. This leads to high expectations. " "We want to be the center of a community that has different portals of entry“ “Ballet is elite. It is exclusive, but we want our programs to be inclusive.” “Our open division is different from other gyms. Our instructors teach the class with a dance mind.” RESULT Appreciation of art form Mind/Body /Art Connection Inclusive Welcoming Inspiring Prestigious Community Excellence 15
    16. 16. PITTSBURGH BALLET THEATRE + III-1. INTERNAL ANALYSIS – 1. Internal Interview I II III IV V Mind/body/ Inspiring art connection Appreciation of the art form Prestigious Excellence Inclusive Community Welcoming 16
    17. 17. PITTSBURGH BALLET THEATRE + III-1. INTERNAL ANALYSIS – 2. Customer Survey I II  To gather information on Pittsburgh customers’ needs and behavior on health & wellness, and to extract words that respondents associated with enjoyable physical wellness experiences  To examine potential desire for school registration among PBT affiliates (patrons) and potential customers  To match the customers’ associations to the health and wellness activities  PBT affiliates (Current students, parents, audience)  Mid- to High-engaged customers in health & wellness (Health & wellness related organizations in Pittsburgh1)  Healthy Campus: Exploring Health, Discovering Wellness2 WHY III IV V WHO 1 List of health & wellness organizations in Pittsburgh, Appendix 3, slide #53 2 Flyer sent out, Appendix 4, slide # 54 Survey I Survey II 17
    18. 18. PITTSBURGH BALLET THEATRE + III-1. INTERNAL ANALYSIS – 2. Customer Survey I  II III IV OVERALL WHO RESULT PBT affiliates 23,023 emails sent out  V Mid- to High-engaged customers in health & wellness 40 + organizations allowed the survey (Special support from Pattye Stragar for distributing survey to physical education D-list as well as her community contacts.)  Healthy Campus: Exploring Health, Discovering Wellness 60 students, staff, and faculty members participated 464 266 134 21 18
    19. 19. PITTSBURGH BALLET THEATRE + III-1. INTERNAL ANALYSIS – 2. Customer Survey I II  (STEP I) Selected customer attributes from, • Customer Product Reaction attributes • Personality/Characteristics describers3  (STEP II) Filtered through the team discussion and selected 52 based on, • Usefulness and meaningfulness of attributes in health & wellness sector • By reading through the descriptions used in health and wellness publications and websites  (STEP III) Consolidated a list of 52 into 21 by eliminating words based on similarity and the spectrum of experience the word entails  Selected 21 Keywords (*respondents were asked to select 4 words) HOW III IV V o o Innovative o Trendy o Personalized o Relaxing o Creative o Empowering o Invigorating o Stress relieving o Energetic o Meaningful o Challenging o Motivating o Routine o Rewarding o Engaging o Fun o Social o 3 Comfortable Vigorous o Effective o Inviting List of Attributes, Appendix 5, slide #55 19
    20. 20. PITTSBURGH BALLET THEATRE III-1. INTERNAL ANALYSIS – 2. Customer Survey + I II III  Top 9 keywords – Threshold : 20% RESULT HOW IV 50.8% V 49.3% 44.7% 40.6% 39.4% 31.7% 24.4% 24.2% 23.7% 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 Stress relieving Effective Fun Motivating Challenging Rewarding Energetic Invigorating Engaging 20
    21. 21. PITTSBURGH BALLET THEATRE + III-1. INTERNAL ANALYSIS – 2. Customer Survey I II III IV V Motivating Effective Rewarding Stress relieving Mind/body/ Inspiring art connection Appreciation of the art form Prestigious Challenging Fun Energetic Excellence Invigorating Inclusive Community Welcoming Engaging 21
    22. 22. PITTSBURGH BALLET THEATRE I INTRODUCTION 1. ADVISORY BOARD 2. PITTSBURGH BALLET THEATRE - CLIENTS II PROJECT 1. ABOUT SYSTEMS 2. ABOUT THE PROJECT 3. FRAMEWORK & PROCESS III REPORT OF MODULE 1 1. INTERNAL ANALYSIS 2. EXTERNAL ANALYSIS 3. CONCEPTUALIZATION IV NEXT STEPS V Q&A
    23. 23. PITTSBURGH BALLET THEATRE + III-2. EXTERNAL ANALYSIS – 1. Competitor study I II WHY III  To research potential programming options, values, auxiliary options, and market landscape for ballet schools. IV V WHO  8 Ballet schools – Nationwide 4 WHAT  Open Division (or equivalent) classes  School descriptions, including mission/vision/values if one listed for the school • 4 did not use company-based mission/vision/values List of Ballet Schools, Appendix 6, slide #56 23
    24. 24. PITTSBURGH BALLET THEATRE + III-2. EXTERNAL ANALYSIS – 1. Competitor study I II III HOW  dance schools across the nation IV V (STEP I) Created a list of 79 keywords from the description wording of the  (STEP II) Used 5 themes that are trending in dance schools across America to better organize the words  5 themes : INCLUSIVE COMMUNITY PRESTIGIOUS EXPERIENTIAL INSTRUCTIONAL RECREATIONAL 24
    25. 25. PITTSBURGH BALLET THEATRE + III-2. EXTERNAL ANALYSIS – 1. Competitor study I II III HOW  (STEP III) Narrowed this down to 21 keywords by combining similar words/concepts IV V  (STEP IV) Inserted into keyword map using internal and Pittsburgh consumer rings as guides for placement RESULT  21 keywords Accessible Adventurous Artistic Community Comprehensive Discipline Inner Strength Empower Encouraging Energy Enrich Enthusiasm Focused High quality Inclusion Recreational Remarkable Stimulating Strenuous Skillful Versatile 25
    26. 26. PITTSBURGH BALLET THEATRE + III-2. EXTERNAL ANALYSIS – 1. Competitor study I II III IV Stimulating V Empower Inner strength Artistic Enthusiasm Recreational Energy Stress relieving Fun Energetic Adventurous Encouraging Motivating Effective Rewarding Mind/body/ Inspiring art connection Appreciation of the art form Enrich Remarkable High quality Innovative Strenuous Prestigious Challenging Comprehensive Excellence Invigorating Skillful Inclusive Versatile Community Welcoming Focused Engaging Inclusion Accessible Discipline Community Affordable 26
    27. 27. PITTSBURGH BALLET THEATRE + III-2. EXTERNAL ANALYSIS – 2. Context study I II WHY III  To understand the current movement and direction that the field of health and wellness is taking. The trend reports highlight the IV methodology that can be used to design programs that fit the V aspiration of Pittsburgh Ballet Theatre. WHAT 5 List  Trend reports – Dealt with global trends in health and wellness 5 of trend reports, Appendix 7,8, Slide #57-58 27
    28. 28. PITTSBURGH BALLET THEATRE + III-2. EXTERNAL ANALYSIS – 2. Context study I II III HOW  (STEP I) Created a list of 134 keywords from the trend reports that represented health and wellness trends in 2012-2014 IV V  (STEP II) Used wellness 7 themes that were trending in the reports to better organize the words  7 themes: MINDFULNESS LIFESTYLE-HOLISTIC COMPETITIVE FITNESS AERIAL EXERCISE SELF-HEALTH ACCESSIBLE FUNCTIONAL FITNESS 28
    29. 29. PITTSBURGH BALLET THEATRE + III-2. EXTERNAL ANALYSIS – 2. Context study I II III HOW  (STEP III) Narrowed this down to 24 keywords by combining similar words/concepts IV V  (STEP IV) Inserted into keyword map using internal, Pittsburgh consumer, and ballet school rings as guides for placement RESULT  24 keywords Accessible Achievement Affordable Effective Innovative Inspiring Lifestyle Change Luxury Relaxing Self-Health Social Engaging Enjoyable Ferociousness Grounding Mindfulness Pain relieving Personalized Rejuvenating Specialization Spectacular Stress Management Supportive Trendy 29
    30. 30. PITTSBURGH BALLET THEATRE + + III-2. EXTERNAL ANALYSIS – 2. Context study I II Lifestyle change III Effective Mindfulness IV Empower Grounding Inner strength Stress relieving Artistic Rejuvenating Enjoyable Trendy Enthusiasm Recreational Energy Encouraging Motivating Effective Rewarding Stress management Relaxing Inspiring Stimulating Pain relieving V Self-health Enrich Remarkable Adventurous Innovative Innovative Strenuous Prestigious Challenging Comprehensive Physical Excellence Invigorating Skillful Inclusive Ferociousness Versatile Community Welcoming Focused Specialization Engaging Inclusion Accessible Discipline Achievement Community Affordable Social Engaging Personalized Luxury High quality Mind/body/ Inspiring art connection Appreciation of the art form Fun Energetic Spectacular Accessible Supportive 30
    31. 31. PITTSBURGH BALLET THEATRE I INTRODUCTION 1. ADVISORY BOARD 2. PITTSBURGH BALLET THEATRE - CLIENTS II PROJECT 1. ABOUT SYSTEMS 2. ABOUT THE PROJECT 3. FRAMEWORK & PROCESS III REPORT OF MODULE 1 1. INTERNAL ANALYSIS 2. EXTERNAL ANALYSIS 3. CONCEPTUALIZATION IV NEXT STEPS V Q&A
    32. 32. PITTSBURGH BALLET THEATRE + + III-3. CONCEPTUALIZATION I II III IV V 32
    33. 33. PITTSBURGH BALLET THEATRE + + III-3. CONCEPTUALIZATION I II Powerful Me III IV Lifestyle change Holistic Experiences Effective Mindfulness V Empower Inner strength Artistic Stress relieving Rejuvenating Enjoyable Trendy Encouraging Motivating Effective Rewarding Stress management Relaxing Excellence in Training Spectacular Remarkable Luxury High quality Innovative Innovative Strenuous Prestigious Challenging Comprehensive Physical Excellence Invigorating Skillful Inclusive Ferociousness Versatile Community Welcoming Focused Specialization Enthusiasm Fun Recreational Energetic Energy Adventurous Inclusion Enrich Mind/body/ Inspiring art connection Appreciation of the art form Engaging Beyond Fitness Inspiring Stimulating Pain relieving Grounding Self-health Discipline Community Accessible Affordable Social Engaging Personalized Achievement Accessible Supportive Wellness for Everyone 33
    34. 34. PITTSBURGH BALLET THEATRE + + III-3. CONCEPTUALIZATION I II Powerful Me III IV Lifestyle change Holistic Experiences Effective Mindfulness V Empower Inner strength Artistic Stress relieving Rejuvenating Enjoyable Enthusiasm Joy Energy Trendy Encouraging Motivating Effective Rewarding Stress management Relaxing Inspiring Stimulating Pain relieving Grounding Self-health Spectacular Remarkable Luxury High quality Mind/body/ Inspiring art connection Appreciation of the art form Innovative Innovative Strenuous Prestigious Challenging Comprehensive Physical Excellence Invigorating Skillful Inclusive Ferociousness Versatile Community Welcoming Focused Specialization Fun Energetic Adventurous Engaging Beyond Fitness Enrich Excellence in Training Excellence in Training Discipline Achievement Community Accessible Affordable Inclusion Social Engaging Personalized Accessible Supportive Wellness for Everyone 34
    35. 35. PITTSBURGH BALLET THEATRE PITTSBURGH BALLET THEATRE SCHOOL www.pbt.org/school Excellence in Training Awaken Your Inner Dancer High Quality Prestigious Skillful
    36. 36. PITTSBURGH BALLET THEATRE + + III-3. CONCEPTUALIZATION I II Powerful Me III IV Lifestyle change Holistic Experiences Effective Mindfulness V Empower Inner strength Artistic Stress relieving Rejuvenating Enjoyable Enthusiasm Joy Energy Trendy Encouraging Motivating Effective Rewarding Stress management Relaxing Enrich Fun Energetic Adventurous Spectacular Luxury High quality Innovative Innovative Strenuous Prestigious Challenging Comprehensive Physical Excellence Invigorating Skillful Inclusive Ferociousness Versatile Community Welcoming Focused Specialization Inclusion Accessible Disciple Achievement Community Affordable Social Engaging Personalized Excellence in Training Remarkable Mind/body/ Inspiring art connection Appreciation of the art form Engaging Beyond Fitness Inspiring Stimulating Pain relieving Grounding Self-health Accessible Supportive Wellness for Everyone Wellness for Everyone 36
    37. 37. PITTSBURGH BALLET THEATRE Wellness For Everyone PITTSBURGH BALLET THEATRE SCHOOL The Dance Floor is Open! Personalized Accessible www.pbt.org/school inclusive Community
    38. 38. PITTSBURGH BALLET THEATRE + + III-3. CONCEPTUALIZATION I II Powerful Me III IV Lifestyle change Holistic Experiences Effective Mindfulness V Empower Inner strength Artistic Stress relieving Rejuvenating Enjoyable Trendy Encouraging Motivating Effective Rewarding Stress management Relaxing Inspiring Stimulating Pain relieving Grounding Self-health Spectacular Remarkable Luxury High quality Mind/body/ Inspiring art connection Appreciation of the art form Innovative Innovative Strenuous Prestigious Challenging Comprehensive Physical Excellence Invigorating Skillful Inclusive Ferociousness Versatile Community Welcoming Focused Specialization Enthusiasm Fun Recreational Energetic Energy Adventurous Engaging Beyond Fitness Beyond Fitness Enrich Excellence in Training Disciple Achievement Community Accessible Affordable Inclusion Social Engaging Personalized Accessible Supportive Wellness for Everyone 38
    39. 39. PITTSBURGH BALLET THEATRE Beyond Fitness PITTSBURGH BALLET THEATRE SCHOOL Welcome to PBT School's Happy Body Class www.pbt.org/school Enjoyable Recreational Fun
    40. 40. PITTSBURGH BALLET THEATRE + + III-3. CONCEPTUALIZATION I II Powerful Me III IV Lifestyle change Holistic Experiences Holistic Experiences Effective Mindfulness V Empower Inner strength Artistic Stress relieving Rejuvenating Enjoyable Enthusiasm Joy Energy Trendy Encouraging Motivating Effective Rewarding Stress management Relaxing Inspiring Stimulating Pain relieving Grounding Self-health Spectacular Remarkable Luxury High quality Mind/body/ Inspiring art connection Appreciation of the art form Innovative Innovative Strenuous Prestigious Challenging Comprehensive Physical Excellence Invigorating Skillful Inclusive Ferociousness Versatile Community Welcoming Focused Specialization Fun Energetic Adventurous Engaging Beyond Fitness Enrich Excellence in Training Disciple Achievement Community Accessible Affordable Inclusion Social Engaging Personalized Accessible Supportive Wellness for Everyone 40
    41. 41. PITTSBURGH BALLET THEATRE PITTSBURGH BALLET THEATRE SCHOOL Holistic Experience Balancing the Mind & Body Artistic Stress relieving
    42. 42. PITTSBURGH BALLET THEATRE + + III-3. CONCEPTUALIZATION I II Powerful Me Powerful Me III IV Lifestyle change Holistic Experiences Effective Mindfulness V Empower Inner strength Artistic Stress relieving Rejuvenating Enjoyable Enthusiasm Joy Energy Trendy Encouraging Motivating Effective Rewarding Stress management Relaxing Inspiring Stimulating Pain relieving Grounding Self-health Spectacular Remarkable Luxury High quality Mind/body/ Inspiring art connection Appreciation of the art form Innovative Innovative Strenuous Prestigious Challenging Comprehensive Physical Excellence Invigorating Skillful Inclusive Ferociousness Versatile Community Welcoming Focused Specialization Fun Energetic Adventurous Engaging Beyond Fitness Excellence in Training Enrich Disciple Achievement Community Accessible Affordable Inclusion Social Engaging Personalized Accessible Supportive Wellness for Everyone 42
    43. 43. PITTSBURGH BALLET THEATRE SCHOOL PITTSBURGH BALLET THEATRE Powerful Me Motivating Through Achievement Lifestyle change Self-health Effective motivating
    44. 44. PITTSBURGH BALLET THEATRE I INTRODUCTION 1. ADVISORY BOARD 2. PITTSBURGH BALLET THEATRE - CLIENTS II PROJECT 1. ABOUT SYSTEMS 2. ABOUT THE PROJECT 3. FRAMEWORK & PROCESS III REPORT OF MODULE 1 1. INTERNAL ANALYSIS 2. EXTERNAL ANALYSIS 3. CONCEPTUALIZATION IV NEXT STEPS V Q&A
    45. 45. PITTSBURGH BALLET THEATRE IV. NEXT STEPS – Module II I Midpoint-Presentation II III MODULE 2  PURPOSE  PURPOSE Setting direction for programming IV V Final MODULE 1 Designing programming plan  PROCESS Research  PROCESS Analysis Keyword Grouping Conceptual -ization Criteria  FRAMEWORK Customer survey Refining Criteria Filtering Finalize  FRAMEWORK INTERNAL ANALYSIS Internal interview Ideation EXTERNAL ANALYSIS + INTERNAL ANALYSIS Competitor study Internal material Review Context Analysis Customer survey  DELIVERABLES • • + Key Success Factors Market Saturation Analysis  DELIVERABLES • • EXTERNAL ANALYSIS Keyword Diagram Concept direction alternatives • Identification of key success factors Programming offering possibilities Program recommendation matrix 45
    46. 46. PITTSBURGH BALLET THEATRE I INTRODUCTION 1. ADVISORY BOARD 2. PITTSBURGH BALLET THEATRE - CLIENTS II PROJECT 1. ABOUT SYSTEMS 2. ABOUT THE PROJECT 3. FRAMEWORK & PROCESS III REPORT OF MODULE 1 1. INTERNAL ANALYSIS 2. EXTERNAL ANALYSIS 3. CONCEPTUALIZATION IV NEXT STEPS V Q&A
    47. 47. PITTSBURGH BALLET THEATRE PBT School Expansion Project Q&A 47
    48. 48. PITTSBURGH BALLET THEATRE PBT School Expansion Project THANK YOU Midpoint-Presentation I INTRODUCTION 1. ADVISORY BOARD 2. PITTSBURGH BALLET THEATRE - CLIENTS II PROJECT 1. ABOUT CAPSTONE 2. ABOUT THE PROJECT 3. FRAMEWORK & PROCESS III REPORT OF MODULE 1 1. INTERNAL ANALYSIS 2. EXTERNAL ANALYSIS 3. CONCEPTUALIZATION IV NEXT STEPS V Q&A The End
    49. 49. PITTSBURGH BALLET THEATRE PBT School Expansion Project Appendix 1 Project Options 1 PBT new school Branding Deliverables Output Images • Brand Platform • Positioning • Target Group Profile (general) PROGRAM 1 I 2 3 PBT new school Programming PBT new school Student Development • Space Optimization Plan • Programming Plan • - Program details Name Purpose Target students How it’s different What added value Etc. PROGRAM 2 II • - Program details Name Purpose Target students How it’s different What added value Etc. PROGRAM 3 III • - Program details Name Purpose Target students How it’s different What added value Etc. • Target Group Profile • Conversion Strategy 49
    50. 50. PITTSBURGH BALLET THEATRE PBT School Expansion Project Appendix 2 Network Diagram – Module I 50
    51. 51. PITTSBURGH BALLET THEATRE PBT School Expansion Project Appendix 3 5 categories of health & wellness organizations in Pittsburgh:  Wellness category  Programming/offerings  Proximity to PBT  Social media presence  Contact information Amazing Yoga Attack Theatre Ayuveda Wellness Center & Holistic Spa Ballet Academy of Pittsburgh Bend Yoga Bikram Yoga Pittsburgh Bikram Yoga Squirrel Hill BYS Yoga Clay Yoga Club One Fitness Club Pittsburgh Crossfit Athletics CrossFit Focus CrossFit KSX Crossfit Pittsburgh Crown of Eternity Dancespace 304 DanceTime Studio David Physical Therapy and Sports Medicine Dragonfly Pilates Shadyside Fitness Factory Fitwell Studios Folding Space Yoga Gold's Gym Hamony Pilates Studio Ideal Dance Inner Hearth Yoga kNOT Dance LA Fitness Latés Pilates Los Sabrosos Dance Co. lululemon athletica Mary Miller Dance Company Moxie Mind and Body, Pilates Studio LLC PHI Pilates Studio Physique Rx'd Pilates Center of Pittsburgh Pilates Sol Pittsburgh Alternative Health Pittsburgh Center for Complementary Health and Healing Pittsburgh Dance Center Pittsburgh Heat Hip Hop Dance Company Pratique Therapeutic Yoga Pure Barre Rivers Club Ryer Martial Arts Academy Schoolhouse Yoga South Hills Power Yoga Squirrel Hill Physical Therapy Center Sterling Yoga Texture Contemporary Ballet The Pillow Project The Rivers Club The Yoga Hive Totally Yoga University of Pittsburgh - Department of Physical Therapy Verve Wellness Wellness Solutions at Work Winer Wellness Center X Shadyside YMCA of Greater Pittsburgh Yoga Flow Yoga On Centre Yoga on the Square YogaRoots On Location 51
    52. 52. PITTSBURGH BALLET THEATRE PBT School Expansion Project Appendix 4 52
    53. 53. PITTSBURGH BALLET THEATRE PBT School Expansion Project Appendix 5 53
    54. 54. PITTSBURGH BALLET THEATRE PBT School Expansion Project Appendix 6 8 Ballet Schools Studied:  Ballet Arizona School of Ballet Arizona  Ballet Austin Ballet Austin Academy  Ballet Austin The Butler Community School  Joffrey Ballet School  ODC (Oberlin Dance Collective) ODC School  Pacific Northwest Ballet PNB School  San Francisco Ballet San Francisco Ballet School  Steps on Broadway The School of at Steps 54
    55. 55. PITTSBURGH BALLET THEATRE PBT School Expansion Project Appendix 7 7 Trend Reports Researched:  Global Corporate Challenge (GCC) 2013 Global Workplace Health and Wellness Report  Kantar Health 2013 National Health and Wellness Survey The Global Health and Wellness Report  Kethcum Kethcum’s Health and Wellness Trend Report: Well-th  McKinsey & Company 2012 Consumer and Shopper Insights  SpaFinder Research 2012 Spa Trend Report Top 10 Global Spa Trends Forecast  SpaFinder Wellness, Inc. 2013 Spa Trend Report Top 10 Global Spa & Wellness Trends Forecast  SpaFinder Wellness, Inc. 2014 Spa Trend Report 55
    56. 56. PITTSBURGH BALLET THEATRE PBT School Expansion Project Appendix 8 56
    57. 57. PITTSBURGH BALLET THEATRE PBT School Expansion Project Appendix 9 Network Diagram – Module II 57
    58. 58. PITTSBURGH BALLET THEATRE Appendix 10 INTERNAL ANALYSIS + EXTERNAL ANALYSIS Internal benchmarking • To determine criteria that has led PBT to successful programming Key success factors • Customer Survey • To created programming options based on concept association To determine criteria that can be used to create optional programming recommendations Market Saturation Analysis • To determine local Pittsburgh programming market saturation dependent on selected concept direction 58
    59. 59. PITTSBURGH BALLET THEATRE PBT School Expansion Project End of Document

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