Big Apple Circus is a not-for-profit organization that performs before audiences nationwide, and administers four community programs that make life better for disadvantaged, handicapped and hospitalized children. Faced with compounding issues—confusion about the not-for-profit status of the tour, and for-profit competition—the Circus needed to re-evaluate how it communicates its value to stakeholders.
We identified an opportunity for the Circus to capitalize on its history of community involvement. We demonstrated how, by increasing transparency and articulating the benefits the organization provides, the Circus could clarify its commitment to help kids and their families. We reworked messaging and redesigned the web site to present a clear narrative that links ticket sales to improving lives.
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