Kun Yang Lin Dancers (KYLD), one of the country’s foremost contemporary Asian-American dance companies, received a grant to explore ways to improve marketing and audience outreach efforts. Group of Minds provided KYLD with a detailed research report on the marketing initiatives of national dance companies, an audit of KYLD’s marketing channels, and training to overcome identified challenges. In addition, patrons were not in the habit of sharing contact information with KYLD, making repeat marketing difficult.
Group of Minds created a step-by-step plan for implementing an effective audience data collection strategy. KYLD also received mentoring on marketing strategy for its performances of “One: Immortal Game,” and “Mandala Project,” which included familiarizing patrons in a new performance space, and dynamically pricing tickets based on demand. The performance went on to sell out the house, and KYLD carried its new skills forward to its next production.