Communications
Communications
2023-24 season launch case study
2023-24 season launch case study
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My approach
My approach
The health and vitality of an organization is dependent on how it engages with those it serves. A robust and dynamic communications strategy is imperative in connecting not only with present clients, but also future prospects who may be sizing up your products and services from a distance.
The health and vitality of an organization is dependent on how it engages with those it serves. A robust and dynamic communications strategy is imperative in connecting not only with present clients, but also future prospects who may be sizing up your products and services from a distance.
In the following case study, I'll showcase some of the work that I've undertaken with the Ann Arbor Symphony Orchestra (A2SO) as Director of Marketing & Communications. Amid a vibrant and competitive arts & culture sector in Southeast Michigan, the A2SO sought to differentiate its mission and concert offerings as it emerged from the Covid-19 pandemic, and in doing so revitalize its presence as a premiere professional orchestra in the Midwest. The launch of the 2023-24 concert season provided the perfect opportunity to communicate the vision of newly appointed leadership and reaffirm the unique selling point provided by the A2SO’s own-promoted concerts and events.
In the following case study, I'll showcase some of the work that I've undertaken with the Ann Arbor Symphony Orchestra (A2SO) as Director of Marketing & Communications. Amid a vibrant and competitive arts & culture sector in Southeast Michigan, the A2SO sought to differentiate its mission and concert offerings as it emerged from the Covid-19 pandemic, and in doing so revitalize its presence as a premiere professional orchestra in the Midwest. The launch of the 2023-24 concert season provided the perfect opportunity to communicate the vision of newly appointed leadership and reaffirm the unique selling point provided by the A2SO’s own-promoted concerts and events.
Challenges
Challenges
Following a pandemic-shortened 2019-20 season and 20-21 campaign characterized by fully virtual concerts, the A2SO returned to live, in-person performances in September of 2021. Joining the administrative team in April of 2021, I sought to spearhead the A2SO's reaffirmation and renewal of the passionate and invested audiences that characterized the Symphony's pre-pandemic activity.
Following a pandemic-shortened 2019-20 season and 20-21 campaign characterized by fully virtual concerts, the A2SO returned to live, in-person performances in September of 2021. Joining the administrative team in April of 2021, I sought to spearhead the A2SO's reaffirmation and renewal of the passionate and invested audiences that characterized the Symphony's pre-pandemic activity.
Two critical challenges presented themselves as the A2SO welcomed audiences back to the concert hall:
Two critical challenges presented themselves as the A2SO welcomed audiences back to the concert hall:
#1. Getting audiences to return
Addressing the A2SO's delivery of robust health and safety measures dominated much of the early communications activity. Beyond merely providing a safe and inviting experience for core supporters eager to return to the hall, the Symphony faced the challenge of connecting and converting audiences unaccustomed to attending classical concerts with pre-pandemic regularity.
Addressing the A2SO's delivery of robust health and safety measures dominated much of the early communications activity. Beyond merely providing a safe and inviting experience for core supporters eager to return to the hall, the Symphony faced the challenge of connecting and converting audiences unaccustomed to attending classical concerts with pre-pandemic regularity.
#2. Getting audiences to return (to the A2SO)
Michigan is home to 58 orchestras with nearly $150 million in assets. In the southeast quadrant of the state, the A2SO faced stiff competition from larger University-supported arts presenters and internationally-acclaimed ensembles in the metro Detroit area, all of whom were committed to re-engaging audiences with the aid of far greater financial resources than those at the A2SO's disposal.
Michigan is home to 58 orchestras with nearly $150 million in assets. In the southeast quadrant of the state, the A2SO faced stiff competition from larger University-supported arts presenters and internationally-acclaimed ensembles in the metro Detroit area, all of whom were committed to re-engaging audiences with the aid of far greater financial resources than those at the A2SO's disposal.
It was crucial for the A2SO to research, identify, and distill what aspects of its activity provided a compelling offer for new patrons and those set on returning to arts events in the greater Ann Arbor area. I determined that a comprehensive discovery process was critical in order to shape the orchestra's marketing and communications strategy for the 2023-24 season.
It was crucial for the A2SO to research, identify, and distill what aspects of its activity provided a compelling offer for new patrons and those set on returning to arts events in the greater Ann Arbor area. I determined that a comprehensive discovery process was critical in order to shape the orchestra's marketing and communications strategy for the 2023-24 season.
Process
Process
In a communications role, I seek to look beyond the granularity of the day-to-day and ensure that the organization's products and practices are continuously evolving. This starts with a clear process roadmap, employing regular testing and calibration to ensure maximum efficacy.
In a communications role, I seek to look beyond the granularity of the day-to-day and ensure that the organization's products and practices are continuously evolving. This starts with a clear process roadmap, employing regular testing and calibration to ensure maximum efficacy.
In my role as director of the orchestra's graphic design, creative copywriting, website design, social media presence, digital marketing materials, audience experience productization (pre-concert lectures, interactive on-stage experiences, etc), and media relations, I was advantagely positioned to steward the A2SO through this roadmap and ensure that our season launch was engaging, empowering, and—ultimately and very simply—effective.
In my role as director of the orchestra's graphic design, creative copywriting, website design, social media presence, digital marketing materials, audience experience productization (pre-concert lectures, interactive on-stage experiences, etc), and media relations, I was advantagely positioned to steward the A2SO through this roadmap and ensure that our season launch was engaging, empowering, and—ultimately and very simply—effective.
Discover
Discover
The launch preparations kicked off with a discovery process, where competitor analysis was conducted and audience data was compiled and analyzed. The goal at this stage was to reveal the A2SO's position in the Ann Arbor performing arts market and identify sticking points through robust research procedures.
The launch preparations kicked off with a discovery process, where competitor analysis was conducted and audience data was compiled and analyzed. The goal at this stage was to reveal the A2SO's position in the Ann Arbor performing arts market and identify sticking points through robust research procedures.
We engaged in competitor analysis to analyze the respective strengths and weaknesses of the other major arts & culture presenters in downtown Ann Arbor.
We engaged in competitor analysis to analyze the respective strengths and weaknesses of the other major arts & culture presenters in downtown Ann Arbor.
Following on from competitor research, we turned the microscope on ourselves and compiled data on organizational strengths and weakness as harvested from audience surveys, post-concert feedback collection, and historic trends analyzed and interpreted by our database tools. The result of this rigorous discovery process was valuable information, primed for transformation into actionable insights in each step of the process.
Following on from competitor research, we turned the microscope on ourselves and compiled data on organizational strengths and weakness as harvested from audience surveys, post-concert feedback collection, and historic trends analyzed and interpreted by our database tools. The result of this rigorous discovery process was valuable information, primed for transformation into actionable insights in each step of the process.
Define
Define
With a treasure trove of data in hand, the next step in the process was to make sense of it all. Common responses to survey prompts and compiled feedback from external communications channels were arrayed as affinity maps, with the map subdivided into three key areas of influence. Audiences were asked about what initially drew them to the A2SO, the USP (unique selling point) that differentiated the orchestra's experiential offerings from those offered by other organizations, and how they hoped to see the ensemble evolve over a 3-year window.
With a treasure trove of data in hand, the next step in the process was to make sense of it all. Common responses to survey prompts and compiled feedback from external communications channels were arrayed as affinity maps, with the map subdivided into three key areas of influence. Audiences were asked about what initially drew them to the A2SO, the USP (unique selling point) that differentiated the orchestra's experiential offerings from those offered by other organizations, and how they hoped to see the ensemble evolve over a 3-year window.
Responses articulated that audiences viewed the A2SO as an organization full of promise and potential, yet unsure of its own skin when it came to branding and core messaging—a sentiment particularly present among newer (≥ 3 years attendance) concertgoers.
Responses articulated that audiences viewed the A2SO as an organization full of promise and potential, yet unsure of its own skin when it came to branding and core messaging—a sentiment particularly present among newer (≥ 3 years attendance) concertgoers.
Equipped with these insights, we engaged in persona development with identified user sets to ensure that the A2SO's upcoming season material appealed directly to both current and desired constituent groups. Three personas were devised, articulating consumer sentiment among curious student (18-24 yo) single ticket buyers, budget-savvy parents looking for engaging family-friendly experiences, and experienced concertgoers looking for a premium artistic product.
Equipped with these insights, we engaged in persona development with identified user sets to ensure that the A2SO's upcoming season material appealed directly to both current and desired constituent groups. Three personas were devised, articulating consumer sentiment among curious student (18-24 yo) single ticket buyers, budget-savvy parents looking for engaging family-friendly experiences, and experienced concertgoers looking for a premium artistic product.
Building these audience avatars help to center messaging and campaign structure with the user/audience member in mind, as well as to aid with stakeholder buy-in when it came to creative direction and season-unifying thematics.
Building these audience avatars help to center messaging and campaign structure with the user/audience member in mind, as well as to aid with stakeholder buy-in when it came to creative direction and season-unifying thematics.
Create
Create
Grounded on the actionable insights generated during the discovery phase, the 2023-24 season creative strategy took shape. What defined the orchestra was a unique flavor of enduring universality coupled with local authenticity and galvanizing, deeply human energy. By attending an A2SO concert, an audience member could expect a high-quality experience, an evolving narrative journey made tangible by familiar faces among the performers, and a dash of hometown pride given the orchestra's position as the largest arts employer in the county. Talented young instrumentalists and new graduates from regional university programs could channel their passion into a professional career with the orchestra, and the rapidly ascending reputation of the new Music Director would deliver the national prominence and leverageable press coverage that attracts major guest artists.
Grounded on the actionable insights generated during the discovery phase, the 2023-24 season creative strategy took shape. What defined the orchestra was a unique flavor of enduring universality coupled with local authenticity and galvanizing, deeply human energy. By attending an A2SO concert, an audience member could expect a high-quality experience, an evolving narrative journey made tangible by familiar faces among the performers, and a dash of hometown pride given the orchestra's position as the largest arts employer in the county. Talented young instrumentalists and new graduates from regional university programs could channel their passion into a professional career with the orchestra, and the rapidly ascending reputation of the new Music Director would deliver the national prominence and leverageable press coverage that attracts major guest artists.
In partnership with senior leadership, the tagline Hear Here was designed to deliver this core message. By listening and experiencing an A2SO concert, the audience member would deduce what made the orchestra's sound uniquely, resoundingly, unapologetically, Ann Arbor.
In partnership with senior leadership, the tagline Hear Here was designed to deliver this core message. By listening and experiencing an A2SO concert, the audience member would deduce what made the orchestra's sound uniquely, resoundingly, unapologetically, Ann Arbor.
Assets were designed and produced that reflected this season branding, plus long-form content spelled out the meaning and values system behind the tagline. Audiences were reminded of the holistic good that was generated through support of the A2SO, with local musicians and support personnel re-investing in Ann Arbor neighborhoods and nourishing the culture of community that defines the region.
Assets were designed and produced that reflected this season branding, plus long-form content spelled out the meaning and values system behind the tagline. Audiences were reminded of the holistic good that was generated through support of the A2SO, with local musicians and support personnel re-investing in Ann Arbor neighborhoods and nourishing the culture of community that defines the region.
Cross-pollination was also a key factor in emphatically defining the season and reinforcing the season thematics as more than just superficial communications gimmicks. The team worked in close partnership with pioneering poetjournalist and MacArthur Fellow Aaron P. Dworkin to support and showcase his commisioned spoken word piece that kicked off the 2023-24 season. Bearing the same title as our season branding, "Hear Here" transformed our vision into poetic verse and served as a conduit in seamlessly bridging promotional buildup and artistic product.
Cross-pollination was also a key factor in emphatically defining the season and reinforcing the season thematics as more than just superficial communications gimmicks. The team worked in close partnership with pioneering poetjournalist and MacArthur Fellow Aaron P. Dworkin to support and showcase his commisioned spoken word piece that kicked off the 2023-24 season. Bearing the same title as our season branding, "Hear Here" transformed our vision into poetic verse and served as a conduit in seamlessly bridging promotional buildup and artistic product.
Share
Share
The 23/24 season launch was deployed publicly on Tuesday, April 4, 2023. Embargoed press releases were distributed to media partners in advance of this date, and email, website, and social media content went live in the early hours of the launch date to target audiences as they began their day. All PR partners received access to press packets with pertinent information, exclusive creative materials, and a selection of quotes from senior leadership and featured artists to propagate earned media coverage.
The 23/24 season launch was deployed publicly on Tuesday, April 4, 2023. Embargoed press releases were distributed to media partners in advance of this date, and email, website, and social media content went live in the early hours of the launch date to target audiences as they began their day. All PR partners received access to press packets with pertinent information, exclusive creative materials, and a selection of quotes from senior leadership and featured artists to propagate earned media coverage.
Careful thought went into crafting the channel strategy that backed the launch campaign. Top-level video assets were customized for TikTok with engaging and on-trend dynamic captions for optimized engagement. Following the success of trail runs during the A2SO's 2022-23 Pops Season Finale, social media "skins" were shared with featured artists in order to manage creative branding and provide relevant information in a low-touchpoint, empowering format. Longer-form content was gleaned from video and audio interviews and unveiled on the A2SO's website, moving beyond mere lists of concerts and shedding light on the artistic process that went into 2023-24 season concepts. These content pieces were in turn were quoted in email communication copy and social threads, following a hub-and-spoke distribution model.
Careful thought went into crafting the channel strategy that backed the launch campaign. Top-level video assets were customized for TikTok with engaging and on-trend dynamic captions for optimized engagement. Following the success of trail runs during the A2SO's 2022-23 Pops Season Finale, social media "skins" were shared with featured artists in order to manage creative branding and provide relevant information in a low-touchpoint, empowering format. Longer-form content was gleaned from video and audio interviews and unveiled on the A2SO's website, moving beyond mere lists of concerts and shedding light on the artistic process that went into 2023-24 season concepts. These content pieces were in turn were quoted in email communication copy and social threads, following a hub-and-spoke distribution model.
Test
Test
Following the campaign launch, testing was employed to calibrate and and refine materials, both to support the campaign rollout and to amplify engagement and storytelling over the course of the season.
Following the campaign launch, testing was employed to calibrate and and refine materials, both to support the campaign rollout and to amplify engagement and storytelling over the course of the season.
A/B split testing began in trial press releases leading up to the launch, with hook preferences shown for high-level impact over individual concert highlights. Insights from Meta ad spend supported this assessment, and secondary communications campaigns dove deeper into the amenities and experiential value provided by attending concerts live and in-person.
A/B split testing began in trial press releases leading up to the launch, with hook preferences shown for high-level impact over individual concert highlights. Insights from Meta ad spend supported this assessment, and secondary communications campaigns dove deeper into the amenities and experiential value provided by attending concerts live and in-person.
Regular audience polling was enacted throughout the season. Each concert was followed by email content delivered to attendees with a short but insightful audience survey; season-wide polling was delivered in partnership with regional culture partners and sector leaders including the Detroit-based advisory firm WolfBrown. Data from these surveys was interpreted through graphing and scatter charts, techniques particularly helpful when long-response input was provided by patrons.
Regular audience polling was enacted throughout the season. Each concert was followed by email content delivered to attendees with a short but insightful audience survey; season-wide polling was delivered in partnership with regional culture partners and sector leaders including the Detroit-based advisory firm WolfBrown. Data from these surveys was interpreted through graphing and scatter charts, techniques particularly helpful when long-response input was provided by patrons.
The results of these insights were profound. Storytelling was increasingly emphasized as the season progressed in light of discovery info that demonstrated quality of programming as a differentiating USP. While the Ann Arbor Symphony Orchestra may have lacked the budget to bring the highest tiers of established star power to its stages, ambitious and thoughtful programming elevated its offerings. Through expansive storytelling and authentic personality, the A2SO's communications campaigns could drive both buyer engagement with individual concerts as well as season-to-season identification and investment in alignment with large-scale organizational vision.
The results of these insights were profound. Storytelling was increasingly emphasized as the season progressed in light of discovery info that demonstrated quality of programming as a differentiating USP. While the Ann Arbor Symphony Orchestra may have lacked the budget to bring the highest tiers of established star power to its stages, ambitious and thoughtful programming elevated its offerings. Through expansive storytelling and authentic personality, the A2SO's communications campaigns could drive both buyer engagement with individual concerts as well as season-to-season identification and investment in alignment with large-scale organizational vision.
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