The Problem

Le Mondo opened its doors to the public 5 months prior to partnering with our DFA chapter. As a non-profit with just two full-time employees (plus considerable community funding & support), they had little bandwidth to address common issues faced by start-ups and new organizations. Some roadblocks they faced included a lack of revenue to fill staff positions, awareness of their brand and organization specifically, and awareness of the Bromo Tower Arts & Entertainment district more generally.

The Process

We interviewed a variety of stakeholders both in and outside of Le Mondo and the arts scene in the area. We also attended a couple events at Le Mondo to gather observational data. Through our interviews and observations, we realized Le Mondo had five distinct customer segments.

One guiding insight we found was that demand for Baltimore's arts community was present, but arts "outsiders" didn't know where to look or go. With that in mind, we reviewed Le Mondo's communications through its website, newsletter, and social pages to identify gaps in their communications strategy.

The Outcome

We created a 25-page report summarizing our research and recommendations including the following:

We detailed out the five distinct customer groups with behavioral and demographic information, so Le Mondo could tailor its future communications appropriately. We then mapped out a service blueprint for the "patrons" customer group. Noting a gap in the pre-engagement area, we created and tested an area-interests map to attract potential patrons (arts community "outsiders") and help them navigate surrounding points of interest. We also created a succinct value proposition for Le Mondo's home page to directly communicate the organization's value and unique offerings to all its customer segments.

We reviewed Le Mondo’s communications via its website, newsletter and Instagram to recommend SEO and communications best practices. Lastly, we organized a handful of growth recommendations for Le Mondo based on criteria for feasibility and impact.