Oklahoma City Ballet

Earned Media Case Study

CLIENT SITUATION

The Oklahoma City Ballet engaged Candor to build awareness for special events and drive earned media coverage.

PLANNING & EXECUTION

Candor pitched stories surrounding unique aspects of the Ballet’s production of “The Nutcracker.” We promoted the organization’s first-ever adapted, sensory-friendly version of the Christmas classic in partnership with Autism Oklahoma.

We also told the engaging story of nine-year-old Olivia Francis, who dreamt of performing in “The Nutcracker” despite the terminal, degenerative condition slowly destroying her ability to walk, let alone dance. The Ballet made her wish come true by creating a role just for her.

RESULTS

Candor secured over 20 media stories across print, television and online. Additionally, as a direct result of our earned media efforts, the Ballet received several unexpected donations.

Jo Lynne Jones, John Kirkpatrick Executive Director of the Oklahoma City Ballet, had this to say:

“Candor knocked it out of the park. Due in part to their magnificent PR work, we set an all-time ticket sales record (a 21% increase over last year) for “The Nutcracker.”