Background
When I enrolled in the final-year Marketing 493 course, our capstone project involved developing a targeted marketing strategy for a local nonprofit organization. My team chose Alberta Dance Theatre, a youth-focused performing arts nonprofit, recognizing the need for a stronger brand presence and community engagement. Given the importance of strategic marketing for nonprofit sustainability, we focused on building a comprehensive plan to increase awareness, drive attendance, and strengthen donor relations. Our primary goal was to help Alberta Dance Theatre position itself as a vibrant, community-driven arts organization with a clear and compelling brand identity.
Marketing Report Analysis
As the foundation of our project, we first developed a detailed marketing report for Alberta Dance Theatre. This report included an in-depth situation analysis and a comprehensive SWOT analysis to assess the organization’s internal capabilities and external environment. We then outlined clear marketing goals and objectives aligned with Alberta Dance Theatre’s mission and target audience. Building on this, we crafted a strategic marketing plan using the 4Ps framework—Product, Price, Place, and Promotion—followed by a practical implementation timeline. Finally, we established evaluation and control measures to track performance and ensure long-term sustainability of the strategy.
Pitch Deck
To effectively communicate our strategy, we created a professional pitch deck tailored for Alberta Dance Theatre’s leadership team. The presentation highlighted key insights from our marketing report, including the situation and SWOT analyses, marketing goals, and the proposed 4Ps strategy. We emphasized actionable recommendations and visualized our implementation plan to ensure clarity and impact. The goal of the pitch was to present a clear, compelling roadmap that the organization could confidently adopt and execute moving forward.
