NON PROFIT BUSINESS OPERATIONS + SYSTEMS

Today, AXIS Dance Company is in a state of tremendous growth. The company continues to achieve a leading role in the creation and advocacy of integrated dance and movement in disabled and able-bodied communities. To fund their growth, AXIS continues to submit grant proposals and remains among the top ranked proposals submitted. AXIS has a short-term strategic goal of building a strong infrastructure in order to guarantee long-term success as the company takes a leading role in national and international integrated dance advocacy.

AXIS accomplishes their mission through three “pillars” of performance arts, dance education, and disabilities advocacy while maintaining a high-caliber of artistic excellence at all times.

GROWTH OPPORTUNITIES + STRATEGY

AXIS Dance Company plans to revolutionize the US dance community by claiming the leading role in integrative dance advocacy in the United States. As part of their 3-year strategy, AXIS will host a national convening in 2016 on the state of disabled performers in American performing arts. This four-day retreat will bring together 40+ people to discuss pressing issues and share best practices.

Process + Recommendations

The consulting team worked with AXIS on two operational initiatives. The primary initiative will aim to channel the current mission-driven culture of AXIS into a results-driven one. Specifically, the team recommended streamlining workflow through team chemistry, communication, and company clarity. The second initiative was to clearly define current customer segments with validated personas and identify potential new customer segments who are not yet in AXIS's network. This initiative will drive awareness of AXIS in Oakland and the greater Bay Area.

Through qualitative research, our team identified challenges such as:

Workflow Initiative The primary initiative was envisioned to channel the current passion-driven culture of AXIS into a results-driven environment. After gathering findings through primary research at the AXIS office and collaboratively synthesizing the insights with the managing director Karl Cronin, it was decided that the greatest needs for AXIS existed in communication channels and employee roles at AXIS. The team shifted focus towards enabling the staff to work together as effectively and efficiently as possible.

Customer Segmentation Initiative The secondary initiative is identifying AXIS Dance Company’s local customer segmentations. This initiative will support AXIS to clearly define current customer segments with validated personas and identify potential new customer segments who are not yet in AXIS's network. The goal of this initiative is to drive revenue and awareness of AXIS in Oakland and the greater Bay Area while expanding the audience to new customers. To reach this goal, the consulting team conducted primary qualitative research, such as one-on-one interviews with current audience members, a nation-wide survey, and street intercepts, and secondary research to analyze and define ideal communication strategies for each audience segment. Two clear current customer segments and three potential new customer segments arose from the research. The team identified the segments as the lifeline to AXIS’s success and future goals.

Team: Liz Comperchio, Reena Merchant, Rebecca Wolfe, Ivan Yip, Megan Tremelling