San Francisco Performances  2010-2011 Season Brochure
Overview <ul><li>What is San Francisco Performances </li></ul><ul><li>Situational assessment/key challenges </li></ul><ul>...
What is San Francisco Performances? <ul><li>Performing arts non-profit </li></ul><ul><li>Presents world-renowned and emerg...
Situational Assessment/Key Challenges <ul><li>No focus on institutional branding </li></ul><ul><li>Outdated use of languag...
The Road to Solutions <ul><li>2007 </li></ul><ul><ul><li>Organization-wide style guide — consolidation of collateral </li>...
The Road to Solutions <ul><li>2009 </li></ul><ul><ul><li>National Arts Marketing Project grant awarded for long-range plan...
San Francisco Performances  2010-2011 Season Brochure Uniting the Elements
Brochure Objectives <ul><li>Retain customers at current (or higher) level </li></ul><ul><li>Deepen connection with custome...
<ul><li>Copy </li></ul><ul><ul><li>Obtain basic information: artists/dates/times/programs </li></ul></ul><ul><ul><li>Use o...
<ul><li>Design </li></ul><ul><ul><li>Complete integration of new visual identity </li></ul></ul><ul><ul><li>Interface with...
<ul><li>Pricing/concert hall scaling </li></ul><ul><ul><li>Use interim results from pricing study </li></ul></ul><ul><ul><...
<ul><li>Membership and Education pages </li></ul><ul><ul><li>Solve fundraising group business problem </li></ul></ul><ul><...
Practical Approach  Putting the Brochure to Use <ul><li>Definition — individual tickets and packages </li></ul><ul><li>Thr...
<ul><li>Sent to people making phone inquiries throughout the season </li></ul><ul><li>Given to SF CVB for display </li></u...
Looking at the Results <ul><li>ROI measured by ticket sales and donations </li></ul><ul><li>Complete ROI information not y...
Conclusion <ul><li>In 2006, situational analysis reveals challenges </li></ul><ul><li>Key business challenges addressed be...
Upcoming SlideShare
Loading in …5
×

San Francisco Performances - Four Years of Revolutionary Change

656
-1

Published on

The branding process that led to the new San Francisco Performances look in 2010.

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
656
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

San Francisco Performances - Four Years of Revolutionary Change

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

    Clipping is a handy way to collect important slides you want to go back to later.

×