Realigning a nonprofit's message with their mission.
When Diablo Ballet's primary funder left the board, this 14-year old community organization was left without a clear direction forward. Roughstock joined the Taproot Foundation to develop a brand platform that would resonate with locals without sacrificing the world-class reputation of the company.
Setting aside assumptions
A thorough discovery process that involved direct interviews and demographic research, creative brainstorming, and a good hard look at Diablo Ballet's own self-image unearthed a number of insights and unexpected opportunities.
"In a short period of time, Jess grasped who we are and what we are all about."By unifying Diablo's performance and educational programs under one umbrella, we were able to challenge the typical assumptions about ballet to identify the organization's natural competitive advantage. It's the power of the experience they provide—whether teaching dance in low income schools, or performing for Contra Costa audiences—that makes Diablo Ballet such an important force in the community.
Final deliverables included an audience analysis, competitive analysis, marketing audit, and a fully customized brand platform.
An energizing experience
"Jess was amazing to work with," says Lauren Jonas, Diablo's artistic director. "Her intelligence and ease of explanation, as well as deliverables were inspiring."
"In a short period of time, Jess grasped who we are and what we are all about," adds board president Miriam Leigh. "She devised a strategy for how we could more clearly present ourselves to the public, honing in on what was important, and what wasn't. She helped to draft clear messages...that will have a lasting positive impact on our organization."
