United Dance approached us about the founding of United Dance Company in 2022, with the aim of selling out its Extraordinary Nutcracker performances. As with their successful annual summer courses, the artistic leadership team expressed their strong desire to generate publicity and interest from the vibrant communities of Boston and Cambridge.
In order to effectively carry out the company's mission, we developed a powerful marketing strategy that showcased United Dance Company's exceptional talent and inaugural performances. Drawing inspiration away from existing classical ballet productions, our goal was to create an immersive experience of the highest caliber for both the audience and members of the Down syndrome community.
With three sold-out performances, our team generated an unprecedented demand for United Dance Company’s performances at the Multicultural Arts Center. Our team successfully established partnerships with esteemed organizations such as the Massachusetts Down Syndrome Congress (attracting 75 attendees and seamlessly integrating our performance into their programming), Boston University Down Syndrome Program, Boston Children's Hospital, Boston Dance Alliance, and Boston Ballet. In addition, we secured press and media coverage, including an exclusive interview with Radio Boston featuring acclaimed artist Faye Jones and visionary founder Boris Richir. Our team also crafted an exceptional social media strategy leading up to the December performances, as well as a unique holiday marketing campaign that highlighted and supported businesses owned by the Massachusetts Down syndrome community.