Paragraph Inc. &
Pennsylvania Ballet 

From August 2016 to May 2017, I was given the opportunity to work as a freelance designer for Paragraph Inc., and through them the Pennsylvania Ballet. Paragraph Inc. is a branding agency located in Philadelphia, PA. It is Paragraph’s goal to not only create beautiful work for their large variety of clients, but also generate clear strategies and messages that carry the many notable organizations they work with toward success. As a freelance designer, a majority of the work I have done is production based. Pennsylvania Ballet is one of Paragraph’s clients. I have had the chance to work on everything from digital and print advertisements, logos, billboards, banners, posters, wearable merchandise, books, micro-sites, environmental design, copywriting, and more. As a production designer it is my responsibility to prepare files for a variety of print and digital platforms, adapting and tweaking the provided creative as necessary. Working at Paragraph has given me the opportunity to not only work with great clients like the ballet, but also the ability to experience many areas of design. Below are a few samples of work I have completed under the advisement and art direction of the Paragraph team, namely Art Director Maria DeFazio-Zeeb.

 

Dancers Book | Merchandise | 2016/2017 Season

Art Direction from Maria DeFazio-Zeeb

This Dancers book, created for the Pennsylvania Ballet, gives viewers and lovers of the ballet a chance to learn about each of the dancer's backgrounds. From the principals, to the soloists, through all the members of the corps, and the apprentices, you are invited to read about each of the dancers. The biographies highlight the beginnings, achievements, and current standings of each. Below are a few samples from the 52 page book. 


Re/Action | 5.11.17-5.14.17

Art Direction from Maria DeFazio-Zeeb

"Experience the fast–paced action of Christopher Wheeldon’s Rush; the breathtaking agility and technique showcased in George Balanchine’s Tarantella, Tchaikovsky Pas de Deux, and the pas de deux from Rubies; and the latest groundbreaking World Premiere from Matthew Neenan"

 Re/Action Microsite on Squarespace

Re/Action Microsite on Squarespace

 Re/Action direct mail card (front)

Re/Action direct mail card (front)

 Re/Action direct mail card (back)

Re/Action direct mail card (back)


Romance | 4.6.17-4.9.17

Art Direction from Maria DeFazio-Zeeb

"Experience the powerful beauty of Nacho Duato’s Remansos, the world premiere of Nicolo Fonte’s Ghost Stories, and the charming, high-spirited Western Symphony by George Balanchine."

 CCD Poster at Chestnut & 19th Street, Philadelphia

CCD Poster at Chestnut & 19th Street, Philadelphia

 Kimmel Center Digital Ad

Kimmel Center Digital Ad

 Animated Digital Ad

Animated Digital Ad

 Print Ad in On Stage magazine

Print Ad in On Stage magazine

 Print Ad in Main Line Today

Print Ad in Main Line Today

 
 Romance microsite on Squarespace

Romance microsite on Squarespace

 
Results of the Ad Campaign 
"With the small budget allocated for Romance, we tried to mirror the success from Revolution by utilizing a multi-channel approach and focusing on low-cost, high-return channels.
The multi-channel approach allows us to reach many people on a variety of platforms with the ultimate goal of driving traffic to the website for purchases. We utilized advertising mediums that proved to be successful in the past. These mediums included local radio and print publications and direct mail cards.
Digital advertising continues to provide the best return, as we are able to track the sales and location of each visitor, while targeting people interested in date-night events. These call-outs include delivering more than 860,000 impressions with a higher than average click-through rate (CTR) of 2.3%. In total, 206 purchases were made digitally.”

Le Corsaire | 3.9.17-3.19.17

Art Direction from Maria DeFazio-Zeeb

"This rollicking, lighthearted production is a feast for the eyes – with exuberant choreography, elaborate costumes, and impeccable set design – but its heart is a touching story about finding true love. Learn what happens when a swashbuckling pirate in search of treasure becomes enamored with a servant girl, sets her free, and seeks their happily ever after."

 CCD Banner on Broad Street, Philadelphia

CCD Banner on Broad Street, Philadelphia

 CCD Poster on Broad Street, Philadelphia

CCD Poster on Broad Street, Philadelphia

 Digitally displayed ad in 30th Street Station, Philadelphia

Digitally displayed ad in 30th Street Station, Philadelphia

 Digitally displayed ad for Link NYC, Theatre District, New York City

Digitally displayed ad for Link NYC, Theatre District, New York City

 Print Ad in Metro

Print Ad in Metro

 Print Ad in Philadelphia Gay News

Print Ad in Philadelphia Gay News

 Print Ad in Next Move Dance Magazine

Print Ad in Next Move Dance Magazine

 Direct Mail Card - front

Direct Mail Card - front

 Direct Mail Card - back

Direct Mail Card - back

 Animated Digital Ad | Stop Motion Photography  (for social media use)

Animated Digital Ad | Stop Motion Photography (for social media use)

 Static Digital Ad

Static Digital Ad

 Animated Digital Ad | Stop Motion Photography (for social media use)

Animated Digital Ad | Stop Motion Photography(for social media use)

 NYC Targeted Animated Digital Ad

NYC Targeted Animated Digital Ad

 Animated Digital Ad | Stop Motion Photography  (for social media use)

Animated Digital Ad | Stop Motion Photography (for social media use)

 Animated Digital Ad

Animated Digital Ad

 Animated Digital Ad | Stop Motion Photography  (for social media use)

Animated Digital Ad | Stop Motion Photography (for social media use)

 
  Le Corsaire  microsite on Squarespace

Le Corsaire microsite on Squarespace

 
Results of the Ad Campaign
"A different approach was taken for Le Corsaire, as we focused on reaching a larger audience and opening the pool to the New York area. We also utilized video to show the uniqueness of Le Corsaire and inspire ballet-goers.
To reach the New York market, a portion of the budget was used to test the NYCLink Communication Boards, and we placed ads on 15 select boards in the theatre district of the city. Additionally, we opened the radius of digital ads to reach the New York market. For video, ads were placed on various platforms including Instagram, YouTube, Philly.com, and on Silverliner Rails. The video proved to be a success, as it had high user interaction on the various platforms. Digital advertising continued to provide high returns, delivering more than 2.3 million impressions with an average CTR of 0.96%. However, the high CTR of 5.34% on Philadelphia Search is positive, denoting ad relevancy. In total, 537 purchases were made digitally."

George Balanchine's The Nutcracker | 12.9.16-12.31.16

Art Direction from Maria DeFazio-Zeeb

"It simply wouldn't be the holidays in Philadelphia without the timeless tradition of George Balanchine's The Nutcracker. Be swept away to the magical Land of the Sweets as Tchaikovsky's iconic score pairs with lavish sets, opulent costumes, and the enchanting performances of the dancers. This classes tale touches the hearts of all with its endearing story of a girl, a gift, and a wondrous dream."

 CCD Banner on Broad Street, Philadelphia 

CCD Banner on Broad Street, Philadelphia 

  Dilworth Plaza, Philadelphia

Dilworth Plaza, Philadelphia

 Bus Ad, Philadelphia

Bus Ad, Philadelphia

  Taxi Topper, Philadelphia

Taxi Topper, Philadelphia

 Keystone Billboard

Keystone Billboard

 Print Ad in Metro Kids

Print Ad in Metro Kids

 Philadelphia Broadway Ad 

Philadelphia Broadway Ad 

 Silverliner SEPTA car advertisment 

Silverliner SEPTA car advertisment 

 Digitally displayed a d in a shopping mall

Digitally displayed ad in a shopping mall

 Nutcracker Children's T-Shirt

Nutcracker Children's T-Shirt

 
 Nutcracker Microsite on Squarespace 

Nutcracker Microsite on Squarespace 

 
Results of the Ad Campaign 
"The 2016 showing of George Balanchine’s The Nutcracker® was the most successful production to date, generating more than $2.5 million in revenue. The multi-channel media plan accomplished the production’s goal by focusing on strategic ad placement in optimal areas with high concentrations of past and potential ticket buyers. This allowed the Ballet to engage with a larger audience that was more inclined to purchase tickets. The main purpose of the out-of-home placements was to build awareness, keeping the Ballet and The Nutcracker top of mind. In total, the out-of-home impression count exceeded 50 million. Additionally, two new out of home efforts were used, including Taxi Toppers and alternative billboard locations to gain more impressions and reach.
Digital advertising played a significant role in sales. The digital ads, emails, and social post all attributed to the high revenue numbers. In total, 7,410 purchases were made online with 1,325 made on Cyber Monday alone. The success of the Cyber Monday promotion included promoting the performance with a new effort of a 10”x10” full color insert that ran in the Philadelphia Inquirer targeted to counties with past high ticket sales on Thanksgiving Day.
Overall, the media reach was more than 100 million impressions, which resulted in a strong finish to 2016."

Revolution | 11.10.16-11.13.16

Art Direction from Maria DeFazio-Zeeb

"Experience the beautiful classicism of George Balanchine’s Square Dance, the contemporary grace of The Third Light (Company Premiere) by renowned British choreographer David Dawson, and the avant-garde athleticism of a World Premiere from Philadelphia’s own Brian Sanders." 

 Print Ad in Next Move

Print Ad in Next Move

  Print Ad in Main Line Media News

Print Ad in Main Line Media News

  Digital Ad

Digital Ad

 Animated Digital Ad

Animated Digital Ad

 Digital Ad

Digital Ad

  Digital Ad

Digital Ad

 
 Revolution Microsite on Squarespace

Revolution Microsite on Squarespace

 
Results of the Ad Campaign 
“With the small budget allocated for Revolution, it was key to utilize a multi-channel approach by focusing on low-cost, high-return channels and added value. The multi-channel approach allows us to reach many people on a variety of platforms, with the ultimate goal of driving traffic to the website for purchases. Overall, the multi-channel efforts have proven to be successful, as 62% of people are returning visitors, while 38% are new visitors. This shows two things: the power of branding and the power of retargeting. Digital advertising continues to provide the best return, as we are able to track sales and the location of each visitor. These calls out include delivering more than 600,000 impressions with a higher than average click-through rate (CTR) of 1.19%. In total, 480 purchases were made digitally. Overall, Revolution was a success, as revenue came in higher than average for a Merriam Theatre performance.”

Cinderella | 10.13.16-10.23.16

Art Direction from Maria DeFazio-Zeeb

"Fall in love again with one of the most enduring princess fairy tales of all time in this rags-to-riches story of a young girl whose strength of spirt helps her to overcome mistreatment by her wicked stepmother and stepsisters and ultimately with the heart of a handsome prince. the lavish combination of music and dance will enchant dance and theater lovers of all ages."

 Dilworth Plaza, Philadelphia

Dilworth Plaza, Philadelphia

 Bus Shelter,  Philadelphia

Bus Shelter, Philadelphia

  CCD Banner on Broad Street, Philadelphia

CCD Banner on Broad Street, Philadelphia

 Digitally displayed ad in a shopping mall

Digitally displayed ad in a shopping mall

 Outfront Billboard

Outfront Billboard

 Print Ad in Main Line Today 

Print Ad in Main Line Today 

  Print A  d in Main Line Media News

Print Ad in Main Line Media News

  Print A  d in The Philadelphia  Inquirer

Print Ad in The Philadelphia Inquirer

  Print A  d in   Philadelphia Gay News

Print Ad in Philadelphia Gay News

 Digital Ad

Digital Ad

 
 
 
 Cinderella Microsite on Squarespace

Cinderella Microsite on Squarespace

 
Results of the Ad Campaign:
“The multi-media approach to promoting Pennsylvania Ballet’s Cinderella performance has proven to be a success, as the ballet saw a significant increase in new customer ticket sales, doubled 2009’s Cinderella tickets sales, and had the highest amount of tickets sold in October, ever! We tested new media for Cinderella, which included a quarter-page ad in Philadelphia Business Journal, a full-page ad in Philadelphia Gay News, an e-blast with the Garden State Discovery Museum, targeted Pandora Internet radio ads, and geo-fencing mobile display ads. Overall, the reach was more than 13 million impressions. The eye-catching creative and thorough media coverage in the Philadelphia region was a great way to start the 2016/17 season!”