San Francisco Performances - Four Years of Revolutionary Change
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San Francisco Performances - Four Years of Revolutionary Change

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

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

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San Francisco Performances - Four Years of Revolutionary Change San Francisco Performances - Four Years of Revolutionary Change Presentation Transcript

  • 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
      • Brochure objectives
      • The creative process — bringing it all together
      • Practical approach — putting the brochure to use
      • Looking at the results
  • 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
  • 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    • Outdated use of language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    • 7-year-old website — outdated look and functionality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
    The picture in June 2006: well-run company in need of marketing “refresh”
  • The Road to Solutions
    • 2007
      • Organization-wide style guide — consolidation of collateral
    • 2008
      • New website
      • Social media
      • Branding and key messages study
  • The Road to Solutions
    • 2009
      • National Arts Marketing Project grant awarded for long-range planning document
      • Pricing study
      • New visual identity — logo and tagline (Taproot Foundation grant)
        • Key elements of the new logo
          • Energetic, dynamic, modern (not trendy)
          • Movement
          • Connection to the city of San Francisco
  • San Francisco Performances 2010-2011 Season Brochure 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
    • Copy
      • Obtain basic information: artists/dates/times/programs
      • Use of branding and key messages study results
      • Interface with stakeholders
        • Copywriter
        • President
        • Director of Education
        • Director of Public Relations
      • Proofing process
      • Approval process
    The Creative Process — Bringing it All Together Creative elements
    • Design
      • Complete integration of new visual identity
      • Interface with stakeholders
        • Designer
        • President
        • Taproot Foundation
        • Key SFP staff
      • Proofing process
      • Approval process
    The Creative Process — Bringing it All Together Creative elements
    • Pricing/concert hall scaling
      • Use interim results from pricing study
        • create 2010-2011 individual ticket and package prices
        • Rescale concert halls
    Other elements The Creative Process — Bringing it All Together
    • Membership and Education pages
      • Solve fundraising group business problem
      • Liaise between fundraising/education groups and designer
    • URL change (as a result of branding and key messages study): performances.org is now sfperformances.org
    Other elements The Creative Process — Bringing it All Together
  • Practical Approach Putting the Brochure to Use
    • Definition — individual tickets and packages
    • Three mailings
      • Current subscribers and donors (May 10, 2010)
      • Other ticket buyers and arts performances multi-buyers (June 2, 2010)
      • Customers who have not yet bought a ticket and arts performances multi-buyers (August 2, 2010)
    • Telemarketing mailings
    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
    Practical Approach Putting the Brochure to Use Reinforce individual ticket sales
  • 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
  • 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