San Francisco Performances - Four Years of Revolutionary Change
description
Transcript of San Francisco Performances - Four Years of Revolutionary Change
San Francisco Performances 2010-2011 Season Brochure
Overview
• What is San Francisco Performances• Situational assessment/key challenges• The road to solutions• 2010-2011 season brochure — uniting the
elements o Brochure objectiveso The creative process — bringing it all togethero Practical approach — putting the brochure to useo Looking at the results
2
What is San Francisco Performances?
• Performing arts non-profit• Presents world-renowned and emerging artists• Vocal and instrumental recitals, chamber music,
jazz, family programming, modern dance• 60-70 performances/year• Season: October-June
3
Situational Assessment/Key Challenges
• No focus on institutional branding• Outdated use of language• 25-year-old logo • 30-year-old pricing structure• 7-year-old website — outdated look and
functionality• No social media
4
The picture in June 2006: well-run company in need of marketing “refresh”
The Road to Solutions
• 2007o Organization-wide style guide — consolidation of
collateral
• 2008o New websiteo Social media o Branding and key messages study
5
The Road to Solutions
• 2009o National Arts Marketing Project grant awarded for
long-range planning documento Pricing studyo New visual identity — logo and tagline
(Taproot Foundation grant)• Key elements of the new logo
o Energetic, dynamic, modern (not trendy)o Movemento Connection to the city of San Francisco
6
San Francisco Performances 2010-2011 Season Brochure
7
Uniting the Elements
Brochure Objectives
• Retain customers at current (or higher) level• Deepen connection with customers• Acquire new customers at highest level
possible• Reinforce visual identity and institutional
brand
8
• Copyo Obtain basic information:
artists/dates/times/programso Use of branding and key
messages study resultso Interface with stakeholders
• Copywriter• President• Director of Education• Director of Public Relations
o Proofing processo Approval process
9
The Creative Process — Bringing it All Together
Creative elements
10
The Creative Process — Bringing it All Together
• Designo Complete integration of new
visual identityo Interface with stakeholders
• Designer• President• Taproot Foundation• Key SFP staff
o Proofing processo Approval process
Creative elements
• Pricing/concert hall scalingo Use interim results from pricing
study• create 2010-2011 individual
ticket and package prices• Rescale concert halls
11
Other elements
The Creative Process — Bringing it All Together
• Membership and Education pageso Solve fundraising group
business problemo Liaise between
fundraising/education groups and designer
• URL change (as a result of branding and key messages study): performances.org is now sfperformances.org
12
Other elements
The Creative Process — Bringing it All Together
Practical Approach Putting the Brochure to Use
• Definition — individual tickets and packages• Three mailings
o Current subscribers and donors (May 10, 2010)o Other ticket buyers and arts performances multi-buyers
(June 2, 2010)o Customers who have not yet bought a ticket and arts
performances multi-buyers (August 2, 2010)
• Telemarketing mailings
13
Season Campaign
• Sent to people making phone inquiries throughout the season
• Given to SF CVB for display• Placed on information table at every performance
throughout the season• Distributed to affiliate companies (such as KDFC and
KDTV) to be displayed at festivals and events
14
Reinforce individual ticket sales
Practical Approach Putting the Brochure to Use
Looking at the Results
• ROI measured by ticket sales and donations• Complete ROI information not yet available
for 2010-2011• Until August 23: package sales report;
previous season sales are measure of success• After August 23: sales summary report;
individual performances sales goals are measure of success
15
Conclusion
• In 2006, situational analysis reveals challenges• Key business challenges addressed between
2006-2010• San Francisco Performances 2010-2011
season brochure incorporates solutions to several key challenges
• Solutions ensure organization meets goals of connection, retention, expansion, and brand recognition
16