The document is a presentation by a group of Carnegie Mellon University students for their client Pittsburgh Ballet Theatre. It provides an overview of their project to develop an expanded programming plan for Pittsburgh Ballet Theatre's school. In Module 1, the students conducted internal and external analyses. Their internal analysis included interviews with Pittsburgh Ballet Theatre staff to identify themes and a customer survey. Their external analysis was a study of competitor ballet schools to identify trends. They synthesized the findings to develop concept directions for the expanded programming.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. PITTSBURGH BALLET THEATRE
+
+
III-3. CONCEPTUALIZATION
I
II
III
IV
V
32

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. 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. PITTSBURGH BALLET THEATRE
PITTSBURGH BALLET THEATRE SCHOOL
www.pbt.org/school
Excellence in Training
Awaken
Your
Inner
Dancer
High Quality
Prestigious
Skillful

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. PITTSBURGH BALLET THEATRE
Wellness
For
Everyone
PITTSBURGH BALLET THEATRE SCHOOL
The Dance Floor is Open!
Personalized
Accessible
www.pbt.org/school
inclusive
Community

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. 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. 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. PITTSBURGH BALLET THEATRE
PITTSBURGH BALLET THEATRE SCHOOL
Holistic Experience
Balancing the Mind & Body
Artistic
Stress relieving

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. PITTSBURGH BALLET THEATRE SCHOOL
PITTSBURGH BALLET THEATRE
Powerful Me
Motivating
Through
Achievement
Lifestyle change
Self-health
Effective
motivating

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. 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. 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. PITTSBURGH BALLET THEATRE
PBT School Expansion Project
Q&A
47

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. 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. PITTSBURGH BALLET THEATRE
PBT School Expansion Project
Appendix 2 Network Diagram – Module I
50

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. PITTSBURGH BALLET THEATRE
PBT School Expansion Project
Appendix 4
52

53. PITTSBURGH BALLET THEATRE
PBT School Expansion Project
Appendix 5
53

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. 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. PITTSBURGH BALLET THEATRE
PBT School Expansion Project
Appendix 8
56

57. PITTSBURGH BALLET THEATRE
PBT School Expansion Project
Appendix 9 Network Diagram – Module II
57

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. PITTSBURGH BALLET THEATRE
PBT School Expansion Project
End of Document