For decades, orchestras have been marketing and promoting individual concerts, each on its own merits. This “bottom up” marketing works fine if you’re presenting Beethoven’s 5th, Yo-Yo Ma, or John Williams—offerings with their own brand recognition. But if you want to program mission-important new works, feature emerging artists, or attract a broader range of attendees, you need a different approach.
This 60-minute webinar shares how to develop a complementary, “top-down” verbal and visual brand strategy that will enable you to promote your whole organization, showcase your unique concert experience, and sell offerings that won’t sell themselves. Discover how top-down branding can add value to all your programming and build the trust and emotional connections needed to increase both earned and contributed revenue.
Participants will learn how to evolve a differentiated brand promise, a set of guiding brand attributes, constituent-focused messaging, and a system of visual expression to inform and unify communications across media. The session connects theory to examples from orchestras of all sizes.
Comments from the audience
“I loved this webinar! As someone with a branding background who now works as the sole designer for the marketing team for my Symphony, it feels like going back home because it made so much sense.”
“This was a fantastic presentation, a truly essential paradigm shift. I’m looking forward to applying the concepts discussed here today for our upcoming season!””
“Thank you! I am inspired and validated.”
“This was excellent, and well worth an hour of my day.”
“I genuinely feel motivated to apply all of this to our work. Thank you for making complex concepts actionable.”
“This was exactly the kind of information I needed.”