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Orchestrating the TSO Experience
The presentation outlines strategies for revitalizing the Toronto Symphony Orchestra (TSO) to appeal to a younger audience through innovative brand perception and increased ticket sales. Key objectives include enhancing customer experience, fostering new partnerships, and engaging potential donors by emphasizing the creation of meaningful experiences rather than just preservation. The document emphasizes the importance of immediacy in ticket buying and removing barriers to engagement.
Orchestrating the TSO Experience
- 1. Presentation to ServiceDesign Toronto Orchestrating the TSO Experience April 14, 2016
- 2. The Toronto SymphonyOrchestra 1922 Founded in Toronto 88 Full-Time Musicians 130 Live Performances 255,000 Annual Attendance 50,000 Students Engaged 1
- 3. How can wetransform a 93-year old start-up? 2
- 4. Objectives Brand Perception Be perceivedas the world’s most innovative orchestra Ticket Sales Drive new, younger patrons to TSO performances Donation Revenue Increase funding by growing donor base 3
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- 7. Shame on peoplefor not understanding the art 6
- 8. Shame on theartist for not understanding people 7
- 9. 8 Designing The NewTSO Customer Journey
- 10. 9 How can weget more customers to consider attending a performance?
- 11. 10 Events that people areinterested in are not sought
- 12. 11 Events that people areinterested in are not sought as much as they are found
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- 15. 14 How can weget more customers to purchase more tickets?
- 16. 15 Planning and buying ticketsare done less in advance
- 17. 16 Planning and buying ticketsare done less in advance, and more in the moment while on the move
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- 19. 18 Promo Codes Mobile Alerts MobileTicketing
- 20. 19 How can weprovide patrons with an even greater experience?
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- 22. 21 The long-held traditions that patronsembrace can now be intimidating barriers for growth
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- 25. 24 How can weconvince people to make a charitable donation?
- 26. 25 People are less motivatedby preservation
- 27. 26 People are less motivatedby preservation than by making something new and meaningful happen
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- 31. 30 Understand who is actuallyholding the baton
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