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Marketing 50

Joffrey Ballet

By Published on .

When Jon Teeuwissen joined the Joffrey Ballet as executive director in 2001 things were a bit shaky.

The former general manager of the American Ballet Theatre, Mr. Teeuwissen, 47, walked into problems including cash-flow issues and a dismal subscription renewal rate of less than 50%.

Mr. Teeuwissen got to work creating a better experience for subscribers. Joffrey added new affinity nights designed to appeal to core audience groups, reformatted the performance schedule to give busy ballet fans more time in between performances on their subscriptions, switched telemarketing companies and "since we were spending far too much on print ads," shifting some spending into some new areas for Joffrey like bus stops and billboard advertising.

For the 2005-06 season, Mr. Teeuwissen projects that the company will be $40,000 over its subscription goal, and renewal rate in the upper 70% range.

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