Branding Case Studies

The Old Town School of Folk Music

The Old Town School of Folk Music – The Early Years
Founded in 1957 during the “folk boom”
First location Old Town
Brand identity was about music from the folk revival mixed with the social/political context of the time

The Old Town School of Folk Music – The Middle Years
In the late 60s and early 70s, the popularity of singers/songwriters like Steve Goodman, Arlo Guthrie and others help push enrollment up to 1,000
New programs are added to broaden the appeal
Brand identity evolves to be less about folk music and more about personal expression

The Old Town School of Folk Music – Change
New management in the early 80s begins to redefine and reposition the organization for consumers and funders
Folk music is intentionally characterized as the root of all music common among all cultures and people
This diversity helps expand the market for the organizations programs and adds to funding prospects

The Old Town School of Folk Music – Now
Folk music is now manifested by a huge selection of classes and concerts that define the OTS brand
For adults and teens; cool, worldly, communal, creative, intelligent
For parents and children; discovery, development, creativity, community. OTS is a classic “third place”
Consistent messaging
Imagery and positioning make OTS a niche owner
Word of mouth is huge and customer loyalty has been earned and well cared for
Technology is not being used particularly well, but offers opportunities for extending the brand

The Old Town School of Folk Music – Now Graphic treatment reinforces brand identity

The Old Town School of Folk Music – Now Enabling rock & roll obsessives since 1957.

The Old Town School of Folk Music – Now

Chicago Sinfonietta – A Very Short History
Founded in 1987 by Paul Freeman
Performs a 4-concert season in River Forest and a 5-concert season at Orchestra Hall
Has made 14 commercial recordings and conducted a number of overseas tours

The Brand Model
Brand is about “performing music from the classical, romantic, and modern periods” and diversity
Programming is interesting and a little offbeat
Successful in attracting a diverse audience

Chicago Sinfonietta – Brand Refreshing/Focusing
In 2004 a small group comprised of marketing professionals and Sinfonietta staff was recruited to review, focus and refresh the brand and positioning strategies
Process took three months
Assessed customer data
Reviewed competitive landscape
Assessed organization’s opportunities
Deliverable a one-page brand strategy

Chicago Sinfonietta Older logo New logo

Chicago Sinfonietta

Objective: Raise awareness of the Chicago Sinfonietta and increase ticket sales
Positioning: The Chicago Sinfonietta is an enriching and entertaining musical experience that provides one-of-a-kind, live symphonic performances that expand cultural and artistic boundaries. The Sinfonietta’s commitment to diversity, social justice, and musical excellence within the context of symphonic music, coupled with its innovative programming philosophy, create a unique position in the marketplace.
Strategy : Increasing awareness of the Chicago Sinfonietta as a world-class, innovative music performance ensemble.
Chicago Sinfonietta – Brand Strategy

Target audiences:
Primary: The culturally and socially involved professional 35-64 seeking a unique cultural experience.
Primary: Culturally adventurous individuals, ages 32-49, seeking one-of-a-kind arts experiences.
Secondary: Current CS subscribers and attendees with a special focus on African American women, 45-65.
Support: The Chicago Sinfonietta showcases its diversity with innovative programming that combines an orchestral event with other music genres, theatre and dance, and includes a social justice context when appropriate.
Tone: Fresh. Ambitious. Interruptive. Disruptive.
Chicago Sinfonietta – Brand Strategy (cont)

Chicago Sinfonietta – A New Approach Emerges
Focus shifts from Paul Freeman to marketing the experience
Graphic approach seeks to reinforce Innovative programming
Diversity/inclusion message is used to differentiate the organization with funders and to help attract minority audience members
Programs are selected based on the goal of creating one-of-a-kind symphonic performances
Brand evolves towards an alternative classical music experience (NOT your parent’s orchestra) designed to appeal to a more inclusive audience

Chicago Sinfonietta – A New Approach

Branding Case Studies

by Arts Engagement Exchange on Apr 26, 2010

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