The presentation discusses strategies for transforming the Toronto Symphony Orchestra (TSO) to enhance brand perception and increase ticket sales, targeting new and younger patrons. It emphasizes the importance of understanding customer interests, promoting immediacy in ticket purchases, and creating meaningful engagement to encourage charitable donations. Key solutions include leveraging mobile technology and fostering community partnerships to enrich the overall patron experience.

1. Presentation to Service Design Toronto
Orchestrating the
TSO Experience
April 14, 2016

2. The Toronto Symphony Orchestra
1922 Founded in Toronto
88 Full-Time Musicians
130 Live Performances
255,000 Annual Attendance
50,000 Students Engaged
1

3. How can we transform a 93-year old
start-up?
2

4. Objectives
Brand Perception
Be perceived as the world’s most innovative orchestra
Ticket Sales
Drive new, younger patrons to TSO performances
Donation Revenue
Increase funding by growing donor base
3

5. 4

6. 5

7. Shame on people for not
understanding the art
6

8. Shame on the artist for not
understanding people
7

9. 8
Designing The New TSO Customer Journey

10. 9
How can we get more customers to
consider attending a performance?

11. 10
Events that people
are interested in are
not sought

12. 11
Events that people
are interested in are
not sought as much
as they are found

13. Relevance
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14. 13
New Partnerships
Cultural Content
Community Events

15. 14
How can we get more customers to
purchase more tickets?

16. 15
Planning and buying
tickets are done less
in advance

17. 16
Planning and buying
tickets are done less
in advance, and
more in the moment
while on the move

18. 17
Immediacy

19. 18
Promo Codes
Mobile Alerts
Mobile Ticketing

20. 19
How can we provide patrons with an
even greater experience?

21. 20
The long-held
traditions that
patrons embrace

22. 21
The long-held
traditions that
patrons embrace can
now be intimidating
barriers for growth

23. 22
Confidence

24. 23
Cultural Wayfinding
Social Activation
Mobile Etiquette

25. 24
How can we convince people to make
a charitable donation?

26. 25
People are less
motivated by
preservation

27. 26
People are less
motivated by
preservation than by
making something
new and meaningful
happen

28. 27
Involvement

29. 28
Sponsor Musician
Sponsor Events
Donor Input

30. 29

31. 30
Understand who is
actually holding the
baton

32. Thank You
Tim Dolan
Tim.Dolan@kickframe.com
Kickframe.com/blog
@kickframe
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