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Overture OKC
- 1. overture FRIENDS OF THE OKC PHILHARMONIC
- 2. Inspire
- 6. What works… Core Product Steering Committee Structured Offer Interest centered Networking
- 7. What works… Core Product Steering Committee Structured Offer Interest centered Networking
- 8. Lessons Learned 1. Develop a passionate group of people 2. Define the mission 3. Develop a structure 4. Secure staff support
- 9. STEP 1 – STEERING COMMITTEE WHO? • Influencers • Diverse • Professional • Creative HOW? • Board contacts • Corporate outreach • Self-identified • Ask! WHAT? • Associate Board • 25 members • Monthly meetings • Annual dues
- 10. STEP 2 – DEFINE MISSION OVERTURE SUPPORTED SPECIFIC SIMPLE
- 11. STEP 3 -- STRUCTURE • Develop with professional support • Get specificBYLAWS • Officers • ResponsibilitiesCOMMITTEES • Accounts • ProcessesBUDGET • Calendar and Contact lists • Reports, Minutes and AgendasDOCUMENTS
- 12. STEP 4 – STAFF SUPPORT Coordinate mission and calendar Provide Direction (or Re-direction) and Support Identify and Manage Conflicts or Weaknesses
- 13. What works… Core Product Steering Committee Structured Offer Interest centered Networking
- 14. What works… Core Product Steering Committee Structured Offer Interest centered Networking
- 15. What works… Core Product Steering Committee Structured Offer Interest centered Networking
- 16. What works… Core Product Steering Committee Structured Offer Interest centered Networking
- 17. What works… Core Product Steering Committee Structured Offer Interest centered Networking
- 18. Lessons Learned 5. Set an agenda 6. Set it up for success 7. Marketing 8. Remember the mission
- 19. STEP 5 – SET THE AGENDA Happy Hours & MeetUps Concert Events Fundraisers Volunteer Projects
- 20. Step 6 – Set It Up for Success • Timelines • ResponsibilitiesAction Plan • Manuals with project details • MentorsTraining • Lists of contacts, past donors, media, etc. • BudgetResources • Printed Collateral, T-shirts and swag • Direct Mail and AdvertisingSales Support
- 21. Step 7 – Social Media/Marketing Facebook Twitter Email Addesses Phone messages & texts
- 22. What surprised me… Investment levels Time Horizon Community Impact Potential
- 23. What surprised me… Investment levels Time Horizon Community Impact Potential
- 24. What surprised me… Investment levels Time Horizon Community Impact Potential
- 25. What surprised me… Investment levels Time Horizon Community Impact Potential
Editor's Notes
- Nearly 10 years ago, the executive director of the OKC Philharmonic, Eddie Walker, decided to make a significant change to the profile of our 6 concert Pops series -- changing the programming of the series to include the rock and new artist shows that were starting to emerge. We wanted to lower the average age of those attending to increase sustainability; increase sales and attendance; and build new connections in the community. While there are many components involved in this re-branding effort, OVERTURE has been particularly successful in advancing these objectives and brought unexpected dividends as well. OVERTURE has developed from our efforts to market to the 30-something, young professionals market. We knew that we needed to approach these buyers with something new.
- Overture is designed to “Inspire”
- To engage and to …
- Entertain these new patrons…. With the goal of building new relationships with them that will change the way they think about the OKC Philharmonic.
- Here’s what works for us. First… Overture is built around our core product. We didn’t have the resources to build a new series or offer additional performances. Because we were re-branding our Pops Series, Overture was focused on filling seats for this six concert series.
- Second… The success of this program is based on the efforts of a dedicated steering committee. We have 25 members in our Associate Board who are the brand ambassadors to the community using OVERTURE as their main tool. How we developed it -- and the work plan of this exceptional group -- is an entirely different 8-minute presentation… BUT the success of my initial plan to fill seats with this OVERTURE package PLUS the amazing response of the community is largely in the hands of these talented and dedicated people.
- Second… The success of this program is based on the efforts of a dedicated steering committee. We have 25 members in our Associate Board who are the brand ambassadors to the community using OVERTURE as their main tool. How we developed it -- and the work plan of this exceptional group -- is an entirely different 8-minute presentation… BUT the success of my initial plan to fill seats with this OVERTURE package PLUS the amazing response of the community is largely in the hands of these talented and dedicated people.
- The offer has been a 3-concert Pops package with post-concert parties in a private party room at the venue. The price is $105 per 3-concert package. At the time this went into place, we had nearly 200 available seats at the back (left and right corners) of the main floor for our Saturday night Pops concerts. These were often sold to single ticket buyers but I wanted to be sure that these empty -- but very visible corners -- were full. The available Overture memberships are limited to 160. This simple package structure was actually my 3rd attempt to develop the young professionals cohort. My previous efforts were based on examples from other markets that offered a membership to a club for a minimal fee – and then offered club benefits like ticket discounts and concert perks. I found that those offers were too vague, relied on a pre-existing brand awareness, and did not get the traction we needed to engage new buyers in my market. What happened from the introduction of this package has been very exciting.
- It took four years to get full participation and sell out the 160 allocated seats with each of the previous three seasons growing from 40 to 80 to 120 and finally the full 160. As the program developed, we expanded the networking opportunities beyond the concert hall – and beyond the limits of the 160 available tickets. We added a “rooftop party” in a casual setting….
- As a recruitment event… and it has gained a following of its own. We added monthly meet-ups…
- At local hot spots… and get all sorts of people dropping by…
- Which brings up my next point…. Overture now has hundreds of people who do not buy the ticket package but consider themselves members because of their participation in the networking events, their response to our requests for volunteers for different projects, and even through their endorsement of the OKC Philharmonic through social media. People are starting to put Overture as a credential on their resumes and website bios. It’s become the flavor of the month for the cool kids in town and we’re delighted to have become a topic of conversation all around the city.
- Second… The success of this program is based on the efforts of a dedicated steering committee. We have 25 members in our Associate Board who are the brand ambassadors to the community using OVERTURE as their main tool. How we developed it -- and the work plan of this exceptional group -- is an entirely different 8-minute presentation… BUT the success of my initial plan to fill seats with this OVERTURE package PLUS the amazing response of the community is largely in the hands of these talented and dedicated people.
- Yes. Many things surprised me. First… it’s an investment of time, creativity and money. The concerts and post-concert parties created buzz because they are great fun and full of surprises. Overture members have led conga lines through the aisles, they have appeared on stage, they have received shout-outs from the guest performers and our conductor. The parties are tied to the concerts with themed entertainers, from dancing robots at a Sci-Fi night… to clowns making balloon art and jugglers at a Cirque party. We’ve become an excellent party planners with disco dance nights to Mad Men style lounge evenings. I’ve learned that this group likes to play!
- I’ve also learned that while we are getting immediate benefits from the Overture, I believe the time horizon for full impact is a very long one. In the last 6 years nearly 500 young professionals have interacted directly with this program who had limited or no previous affiliation with our orchestra . They often cannot attend regularly and our renewal rate is low because of family and job commitments. However, what we hear from non-renewals or occasional attenders is that they plan to be back.
- What also surprised me is the community impact. As we interact with current and past overture members, we find that they have growing influence with the companies where they work, the schools their children attend and the direction of our city and state. We have an Overture member running for our state senate, a former member influencing philanthropy at a major corporation, other members climbing the ranks in our local media companies… the list goes on. So, although it’s demanding of time, creativity, investment and great energy, I believe that Overture has become one of the keys to the future of the OKC Philharmonic. It’s certainly one of the most fun things I do and the potential is exciting. In the upcoming season, we are expanding the program to offer Classical concerts as a performance option…. And interest in membership is already robust…. We’re excited about the future of this program because….
- … the next generation is coming up for membership fast! Thank you!