Case Study: Women of Color on Broadway (WOCoB) Inc.

đź”— www.womenofcoloronbroadway.org
Timeline: June 2018 – June 2020
Project Type: Nonprofit Startup, Brand Development & Strategy
Services: Business Management, Creative Marketing, Project Planning Clients/Partners: Women of Color on Broadway (WOCoB), Inc.
Cofounder, Executive & Brand Director: Victoria Velazquez

Overview & Objective

Women of Color on Broadway began in June 2018 as a one-night tribute cabaret conceived by sisters Victoria and Alexia—two recent college graduates aiming to reshape their place in musical theater. What started as a single event addressing racial and gender exclusion in Broadway casting quickly revealed demand for something more sustained and communal. The goal was to transform that demand into an institution: to build a brand that could foster creativity, build community, attract funding, and amplify underrepresented voices in theater.

Over the next two years, the organization evolved from a cabaret into a nonprofit producing cultural programs, educational initiatives, and content with wide-reaching impact. Victoria's role was to lead brand development, audience engagement, fundraising strategy, and operational infrastructure—turning passion into presence, and vision into structure.

Strategy & Execution

Brand Strategy & Community-Building

The first step was to build visibility and audience connection. Victoria launched an Instagram campaign spotlighting historical women of color in musical theater. This simple but consistent storytelling approach caught attention and grew a highly engaged community, leading to a sold-out debut show at Don’t Tell Mama NYC.

That online momentum attracted new opportunities, including a show at 54 Below featuring Tony Award–winner Melba Moore, who found the organization through Instagram and later performed in a tribute concert in her honor. WOCoB’s brand became known for high-quality programming, smart digital storytelling, and deep emotional resonance with its audience.

Fundraising & Budgeting

With no initial foundation or donor base, Victoria used $500 from a student refund to launch the organization’s first event. From that bootstrap moment, she developed WOCoB’s early fundraising and budgeting systems. Over the two-year period, she oversaw the development of a growing pool of donors, government grants, and corporate partnerships—raising $100,000 for cultural and educational programming.

Strategic Partnerships & Institutional Leverage

To build credibility, WOCoB partnered with respected venues and cultural institutions. Hosting events at renowned Broadway-affiliated spaces helped associate the brand with industry excellence, even in its early stages. These partnerships gave the organization legitimacy that was essential for growing trust with press, funders, and collaborators.

Legacy | Community | Brand Framework

Victoria used her proprietary framework to evaluate and develop the organization’s positioning:

Legacy: Reputation | Credibility | Resources

  • Reputation: WOCoB honored the legacy of historical women of color in musical theater, creating a through-line from past pioneers to present-day talent.

  • Credibility: As a new brand, credibility had to be earned. Victoria strategically booked reputable venues and aligned with established professionals to build trust through association.

  • Resources: With limited starting capital, Victoria maximized grassroots tactics and online marketing. Her personal network and operational discipline filled the gap left by traditional funding early on.

Community: Voice | Culture | Engagement

  • Voice: WOCoB positioned itself as a platform amplifying the voices of Black and brown women in theater—onstage and off.

  • Culture: The organization fostered a shared set of values—equity, artistic excellence, and cultural celebration—which resonated deeply with its audience.

  • Engagement: From social media to packed venues, WOCoB’s followers didn’t just consume content—they showed up, shared posts, donated, and built relationships around the mission.

Brand: Story | Offering | Impact

  • Story: WOCoB’s narrative was born from a lived experience of exclusion and turned into a public movement for representation. Its origin story became the emotional core of its brand.

  • Offering: Original programming—live shows, educational resources, and video projects—offered a mix of artistic expression and community service.

  • Impact: WOCoB created 1,500+ event touchpoints, built a 1233% increase in ticket buyers from 2018 to 2020, and shaped a model for socially engaged musical theater.

Metrics & Results (2018–2020)

  • Debut show sold out

  • 1,500 total event attendees

  • 1233% increase in ticket buyers

  • $100,000 raised for programming

  • $14,400 in organic donations (no paid solicitation)

  • 2 federal grants secured

  • 3 paid corporate partnerships

  • 15+ press features (Playbill, The Daily Beast, ALL ARTS, etc.)

  • Certified social media accounts across platforms

  • 40% of vendors returned annually

Conclusion & Looking Ahead

The COVID-19 pandemic disrupted in-person programming, but WOCoB quickly pivoted—producing a Black History Month project with Grammy-winner Samara Joy in partnership with MAC Cosmetics. The video received over 100,000 views on Playbill.com.

Despite challenges in federal arts funding and a reduced team, WOCoB remains mission-driven. In 2021 and beyond, Victoria led the effort to reposition WOCoB as an arts-service organization: one that not only produces events but also supports creative professionals in building sustainable careers. Through training, partnerships, and new programming, WOCoB continues to merge art with advocacy—serving as a bridge between legacy and innovation in American theater..