Command the Cultural Marketplace: Building a Brand for Customer Fascination
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Transcript of Command the Cultural Marketplace: Building a Brand for Customer Fascination
Sametz Blackstone Associates
Building a brand for customer fascination
Command thecultural marketplace
National Arts Marketing Project ConferenceProvidence, RI31 October 2009
Tamsen S. McMahon, Sametz Blackstone Associates—Director of Digital and Strategic Initiatives—[email protected], @tamadear, 617.266.8577
Kim Noltemy, Boston Symphony Orchestra—Director of Sales, Marketing, and Communications
David A. Dalena, Celebrity Series of Boston—Vice President, Marketing, Development, and
Communications
Speakers
© Sametz Blackstone Associates
Sound familiar?
Managing multiple lines of business
Balancing diverse income streams
Answering to more affinity groups than ever
…through more channels than ever
Doing more with less?
So now what?
So now what?Brand
But what does that mean?
BRAND≠
LOGO© Sametz Blackstone Associates
(And never did.)
It’s a mosaic
So… how do we do it?
The steps:
0 Research
1 Foundation
2 Constituents
3 Messaging
4 Visual identity
5 Action
6 Sustainability
© Sametz Blackstone Associates
Know who you are, and what that means.
0research
Qualitative
Quantitative
Research
© Sametz Blackstone Associates
Inside Outside
Actions
Motivations
Staff Env.
Insight
1foundation
Be who you are, become what you want to be.
A brand foundation to build on
© Sametz Blackstone Associates
Vision + mission
Model
Position
Areas of endeavor
Brand attribute(s)
Personality / Image
Brand strategy / hierarchies
Desired
Departure points
Four branding strategies
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Corporate /institutional focus
Product Endorsed Source Master
Product / offering focus
Four branding strategies
Corporate /institutional focus
Product Endorsed Source Master
Product / offering focus
© Sametz Blackstone Associates
Four branding strategies
Corporate /institutional focus
Product Endorsed Source Master
Product / offering focus
© Sametz Blackstone Associates
Four branding strategies
Corporate /institutional focus
Product Endorsed Source Master
Product / offering focus
© Sametz Blackstone Associates
Four branding strategies
Corporate /institutional focus
Product Endorsed Source Master
Product / offering focus
© Sametz Blackstone Associates
Identity
© Sametz Blackstone Associates
Know who you serve, and why they care
2constituents
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Ticket buyers ≠
media ≠
donors ≠
partners ≠
volunteers ≠
board ≠
staff ≠
…
Where they are
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Group 2
Group 4
Funders and supportersoften cut across all
Group 3
Group 1
For an orchestra…
What they care about
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Innovation
Education
Outreach
Performance
Capital projects
Resonance
3messaging
Use your messages, in their words
Messages that motivate
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What your constituents care about, will participate in, and value
That
wh
ich
you s
tand f
or
and s
eek t
o a
dvance
What your constituents care about, will participate in, and value
That
wh
ich
you s
tand f
or
and s
eek t
o a
dvance
Messages that motivate
© Sametz Blackstone Associates
Where you can win! Start the conversation here.
Evolving a message system
© Sametz Blackstone Associates
High-levelmessage
Customized for a specific constituency
Initiatives,programs,opportunities
Supportingstories
Fact sheets, giving oppts
Areas of focus
1 Floor…
A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas.
High-level, “elevator” message
© Sametz Blackstone Associates
2 Floors…
A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas; creating and delivering experiences that educate, engage, and entertain us all––at home in Boston and around the globe.
High-level, “elevator” message
© Sametz Blackstone Associates
3 Floors…
A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas; creating and delivering experiences that educate, engage, and entertain us all––at home in Boston and around the globe.
With expertise and focus spanning news and public affairs; kids programming; music and drama; science; and everyday life; WGBH provides opportunities for exploration and interaction––experiences that are both for you, and made possible by you.
High-level, “elevator” message
© Sametz Blackstone Associates
Cues for main messages…
A public media powerhouse, WGBH is your trusted guide for exploring new worlds and new ideas; creating and delivering experiences that educate, engage, and entertain us all––at home in Boston and around the globe.
With expertise and focus spanning news and public affairs; kids programming; music and drama; science; and everyday life; WGBH provides opportunities for exploration and interaction––experiences that are both for you, and made possible by you.
High-level, “elevator” message
© Sametz Blackstone Associates
Public media Creating Delivering Experiences that educate, engage, and entertain Expertise and focus At home in Boston
+—For you…(add-on for general audience)—Made possible by you…(add-on for individual giving)—Made possible by you…(for local corporate sponsors)
Main message areas
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Clarity
4visual identity
Look the part, be the part.
A mix of…
Design that delivers
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Name(s)
Logo(s) / logotype(s)
Taglines / modifiers
Service marks
Color
Typography
Imagery
Composition
That which you can own Focused approaches
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Logo, anchor+Focus areas
+Imagery+Transparent overlay+Accent color+Supporting imagery
+Typography
=
SYSTEM
+Venue branding
And to leverage every communication to build brand and meaning
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Tactical communications– by program, function, audience, initiative
20-90% reinforces brand (depending on strategy)
PromisesExpectationsPositionAttributesPersonality
Yourorganization
(Compelling)Coherence
Put it together,and put it to work.
5action
Architecture for action
Awareness Comprehension Participation Loyalty Support
Desired Outcome
Season kit
Membership
Development kit
Digital
Postcard / mailers
Donor newsletter
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Relevance
Own your brand, and keep it healthy.
6sustainability
It takes a village.
Transferring knowledge; encouraging ownership of the system
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Transferring knowledge; encouraging ownership of the system
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Leverage
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This is a process, not an event.
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Roger Sametz
Effective communications deliver value over time
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Brand foundationWho you are, and who you can be.
ConstituentsThose for whom your work is––and could be––meaningful. They are vital to your success, and they are not monolithic!
ActionA communications architecture; your plan for hitting the streets!
ResearchQual. + QuantInside + Outside
ResearchQual. + QuantInside + Outside
SustainabilityDocumentation + training, engaging the organization.
SustainabilityDocumentation + training, engaging the organization.
Measure / retuneAdapt + evolveMeasure / retuneAdapt + evolve
Eg.
1case study
Boston Symphony Orchestra Inc.Sustaining and advancing four vital brands
Kim NoltemyDirector of Sales, Marketing, and Communications, BSO, Inc.
The Boston Symphony Orchestra, Tanglewood, and the Boston Pops needed to be able to present themselves and their offerings in a compelling, and cost-effective manner to different audiences, to––—retain existing and develop new audiences; —support multi-level development efforts;—foster partnerships / alliances;— increase awareness of, and participation in,
programs; —recruit and retain the best people;—be a significant presence in the social / civic
landscape.
Original big-picture goals
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Where we started a dozen years ago…BSO:
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Tanglewood: before
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Boston Pops: before
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Confusion and misperceptions in the marketplace
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What did each mean?Represent?Promise?For whom?
Connections were unclearWere there connections?
BostonPops
Boston Symphony Orchestra
Tanglewood
?
?
Esplanade?
Tanglewood Music Center?
Education? Outreach? Fundraising?
???
Findings and recommendations informed new brand platforms, logos, visual building blocks, “tilts,” and communication vehicles:—mission / vision—business and communication goals—target audiences / constituents—brand attributes—positioning points / key messages—departmental goals—negative or mis-perceptions—marketing opportunities
Defining and expressing the brands
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Within a coherent system, need to be able to “tilt” for: Brand
—BSO / Tanglewood / Pops Constituent
— long-time subscribers / new acq’s / donors / sponsors… Departmental / tactical goals
—acquisition / fundraising / media relations… Campaign
—year-to-year change / building brand equity / managing forward
Special programs / initiatives —Symphony Hall centennial, Repartee...
Goal: build a system with long shelf life and flexibility
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People’s relationships need to be acknowledged. Experiences need to be reinforced and connected.
Need to tilt by “distance” from organization
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Single ticket b
uyer
Subscriber
• • >
First-ti
me donor
• • >
Major donor
• • >
Trustee
• • >
Investigate / learn: organization, offering, department. Audit internal / external communications / processes. Audit of relevant competitive landscape. Develop the program to be fulfilled. Evolve / refine communications architectures. Define brands / taxonomy / relationships. Develop building blocks of the branding system––
—strategic messages;—visual system.
Create prototypes / specific pieces. Teach and train. Implement! Measure / review / adjust.
The workplan
© Sametz Blackstone Associates
Building the platform: it’s about the music!
Highest quality; one of the best orchestras in the world. In one of the three best halls. Significant history, but relevant / accessible to all. Powerful / dynamic. Transforming / involving. Majestic / intimate. Deep / rich. Vital––on individual, city, national, international levels.
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Informing message clusters
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Typography
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Color palette
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Imagery: rich, literal, slightly formal, hall details
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Building brand meaning
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Building brand meaning
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Clear typographic hierarchies
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Building brand meaning
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Gala invitations, giving societies
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Crafting special initiatives: Symphony Hall Centennial
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Crafting special initiatives: Symphony Hall Centennial
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Crafting special initiatives: Symphony Hall Centennial
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Crafting special initiatives: Symphony Hall Centennial
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Crafting special initiatives: Symphony Hall Centennial
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Managing the brand forward: new challenges
Need to consider sales goals, audience trends, special initiatives and the economy.
Central messages remain, but there’s a need to tone down "richness" in tough economic times.
As the audience gets younger, we need to express the brand through color and images that communicate “not your grandparents’ orchestra.”
Technology initiatives, amenities, and attention to the door-to-door experience are increasingly important––and need to be expressed in design and messaging.
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Evolving color palette: brighter, bolder
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Evolving approach to imagery: more personal, immediate, telling the story
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Managing forward: building emotional, personal connections
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Extending across different customer touchpoints
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Making the experience personal, immediate, relevant…compelling
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Attracting new audiences
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Results
Response rates are high––—Subscription brochure brings in 20% new subscribers;—New attendees, up 150%—Single ticket sales up 30% (eighth consecutive year of
double digit growth).
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Building the platform: music + nature
Magical destination where music and nature each enhance the other.
High quality performance + innovative programming in an inspirational setting.
Welcoming to all. Professionals-in-training add a new “take” and energy.
© Sametz Blackstone Associates
Informing message clusters
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Building an image over time
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Building an image over time
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Building an image over time
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Creating a coherent communications path
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Creating a coherent communications path
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Creating a coherent communications path
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Presenting multi-venue / multi-program information clearly
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Raising funds
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Continuity and freshness
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Continuity and freshness
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Results
5% increase this past year while region was down 10% in tourism attendance.
Philanthropic giving, sponsorship, web visitation, and merchandise purchases––all up.
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Connecting across brands
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A view across the organization for major donors
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Corporate sponsorship: BSO Inc
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Corporate sponsorship: BSO Inc
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Corporate sponsorship: BSO Inc
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Messages and graphics get wrapped into social media––in a lighter version:—Facebook - 3,000 members—Meet-Up - 1,000 members—Podcasts - 85,000 subscribers—Internet TV - 250,000 viewers—Twitter - 200 members—BSO Mobile Club - 1,100 members
Solid brand platform for social media
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So we can preserve our legacy….and build one for the future, by sustaining and advancing…—the highest classical music attendance in the world: 1.3
million annually;—our four key brands;—7.3 million visitors to website;—60%+ of audience attending 20 years or more;—35% of audience new in the past 5 years;—23,000 kids each year in our education programs;—our heritage of important recordings––making
the BSO available through a range of media.
Our brand matters…
© Sametz Blackstone Associates
Thank you
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2case study
Celebrity Series of Boston Securing the future by building the brand: building comprehension, communities, and commitment
David Dalena, Vice President, Marketing and Administration
Branding challenges and goals. Developing the brand foundation / getting calibrated:
research, audit, analysis. Conceptualizing and expressing the brand:
—verbal development,—visual development.
Implementing the program: brand system in action. Moving forward: consistency and freshness. Creating self-sufficiency: transferring knowledge. Results and impact.
Building the brand
© Sametz Blackstone Associates
Branding challenges and goals
The then new (2002) strategic plan included three overarching themes / objectives:—build brand awareness;—enhance education and community service; and—strengthen leadership.
Supporting the strategic plan
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Low external institutional awareness:— incomplete understanding of scope of activity / value.
Diffuse image in the marketplace:—no unified visual or verbal “story” externally;—“story” hard to tell, even internally;—history of many homes and names / confusion;—“named” programs didn’t point to master brand.
As “presenter” strong “brand competition” with–– —performers, venues, programs, co-sponsors /
partners. Misconceptions about nonprofit status; System needed to build in both continuity and change:
—season / season,—possible future name change.
Branding challenges
© Sametz Blackstone Associates
A stronger master brand was needed to:—build equity in “Celebrity Series” w/o title sponsor;—sell more tickets;—attract more participants and build audiences;—attract more collaborators;—build relationships / trust to expand programming;—help Celebrity Series get the credit it deserves;—position Celebrity Series as a cultural contributor and
community asset;—correct misperceptions;—assure fiscal stability; —help attract funding for programs; and—provide for a vital future.
Branding goals
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Institutional < • • > transactional Master brand < • • > program brands Master brand< • • > venue brand Master brand< • • > artist brand On-stage < • • > off-stage “Push” < • • > “pull” Long-term equity < • • > seasonal freshness
Need to integrate marketing / sales / development / PR to establish / reinforce brand in shortest timeframe, at lowest cost
Need to achieve balance
© Sametz Blackstone Associates
people
decreasing distance from organization
“home”
which often also translates to increasing “length of relationship,” “dollars,” and “commitment”
Meet people where they’re coming from. Provide resonant points…”ways in.” Combine “rational” and “emotional” drivers.
Need to move people closer to the organization
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Awareness SupportLoyalty Participation Comprehension
Developing the brand foundation
Two rounds of market research revealed low external awareness about:—who FleetBoston [Bank of America] Celebrity
Series is;—what it does;— its value;— its independence / non-profit status;—connection with educational programs.
Getting calibrated: quantitative research
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Low unaided awareness of name: only 2.5% surveyed identified the current name, trailing local peers.
If aware, still very low comprehension. Only 6.5% of respondents recalled seeing advertising for
Celebrity Series or any of its programs. 67% of respondents mistakenly believed Celebrity
Series is a for-profit organization. Almost no awareness of Celebrity Series education and
outreach programs; if aware, not connected.
Getting calibrated: quantitative research
© Sametz Blackstone Associates
Internal interviews revealed: The Celebrity Series “story” was hard to tell. Departments created communications independently––
for their constituents. Unclear connection between performing arts and
educational outreach. Relatively small donor base. Need for philanthropy not fully understood.
Getting calibrated: qualitative research
© Sametz Blackstone Associates
Starting points: brand neither visible nor understood
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Starting points: logo / logotype not robust enough
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Starting points: range of marketing materials created a diffuse image
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Starting points: range of marketing materials created a diffuse image
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Starting points: fundraising materials took another tack
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Conceptualizing and expressing the brand: verbal development
To present the best in performing arts to the broadest possible audience,
To create new works that bring artists and audiences together; and
To engage young audiences in artistic experiences through performing arts-based education and community service programs.
Celebrity Series mission
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To whom does Celebrity Series need to talk?—ticket buyers—education program participants—partners / sponsors— individual and institutional funders—community / civic leaders—media— internal (board, overseers, volunteers, staff)
Communities / constituencies
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Template for message-building:
Building messages that resonate
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For______ [a specific community]…
[Celebrity Series]…..is _______ [what? something meaningful /important]…
that provides______ [services, products]…
through_____ [how does it deliver the above]…
which creates ______benefit…
and is worthy of support because_______.
For those who attend performances, —Bank of America Celebrity Series, Boston’s
preeminent presenter of world-class performers from around the globe,
—with choice, flexibility, and responsive customer service,
—provides a wide range of artistic experiences not available elsewhere,
—that enrich, entertain, and educate.
Messages: ticket buyers
© Sametz Blackstone Associates
For individual and institutional donors,—Bank of American Celebrity Series, an independent
nonprofit organization, Boston’s preeminent presenter of world-class performers from around the globe, and a leader in arts-in-education,
—through its uniquely wide-ranging and accessible performing arts programming,
—enlarges and expands the city’s cultural life,—positively influences young lives, —and creates beneficial economic impact,—making it an organization worthy of support.
Messages: philanthropy prospects
© Sametz Blackstone Associates
For education program participants (students, parents, educators, administrators, etc), —Bank of America Celebrity Series, Boston’s
preeminent presenter of world-class performers from around the globe, and a leader in arts-in-education,
—provides engaging, enriching experiences —through accessible performing arts programs—that have a positive impact on young lives.
Messages: education programs
© Sametz Blackstone Associates
Bank of America Celebrity Series,
… Boston’s preeminent presenter of world-class performers from around the globe, a leader in arts-in-education, and an independent nonprofit organization,
… provides uniquely wide-ranging and accessible artistic experiences that engage, entertain, and enrich—
… enlarging and expanding Boston’s cultural life.
Position
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Desirable brand attributes—across areas / constituents:—preeminent—welcoming (warm, inviting, inclusive)—artistic / creative—wide-ranging / dynamic / energetic— innovative—substantial / stable—vital—excellent
Attributes
© Sametz Blackstone Associates
Integral to advancing the brand, conceived to have a long life span, new tagline––—Evolved from messaging, positioning, and attributes;—Adds meaning to the name and logo;—Provides continuity through anticipated
name changes;—Is evocative and motivational;—Reflects the sequence of the experience: first one is
engaged, then entertained––ultimately enriched.
Hard-working tagline-working tagline
© Sametz Blackstone Associates
Integral to advancing the brand, conceived to have a long life span, new tagline––—Evolved from messaging, positioning, and attributes;—Adds meaning to the name and logo;—Provides continuity through anticipated
name changes;—Is evocative and motivational;—Reflects the sequence of the experience: first one is
engaged, then entertained––ultimately enriched.
Hard-working tagline-working tagline
© Sametz Blackstone Associates
Conceptualizing and expressing the brand: visual development
Brand identifier + tagline
© Sametz Blackstone Associates
Typography
© Sametz Blackstone Associates
Typography : execution––articulation
© Sametz Blackstone Associates
Typography : execution––articulation
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Color
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Substantial
Dynamic
Inclusive
NeutralCorporate colors
Imagery: moving beyond “mug shots”
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People + events
Backgrounds: disciplines, experience, audience
Energy, connections
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Implementation:brand system in action
Business papers
© Sametz Blackstone Associates
Connecting to ticket buyers: rolling out the brand: season brochure
© Sametz Blackstone Associates
Brochure spread
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Information design: creating accessible hierarchies
© Sametz Blackstone Associates
Creating a coherent communications path: season posters…
© Sametz Blackstone Associates
Mini-calendar / postcards / posters…
© Sametz Blackstone Associates
Connecting other brands, sponsors, and series back to Celebrity Series
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Connecting other brands, sponsors, and series back to Celebrity Series
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Moving people closer to the organization
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Moving people closer to the organization: branding venues
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Building awareness across media
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And making it easier to do business
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Integrating the brand across media…
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Roger Sametz:
Jorg: big GLOBE ad, maybe full screen if needed
Roger Sametz:
Jorg: big GLOBE ad, maybe full screen if needed
Building the customer experience: program covers
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Connecting on- and off-stage endeavors
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Connecting on- and off-stage endeavors
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Raising funds
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Celebrating
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Getting credit
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Expanding visibility
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And comprehension
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Moving forward: consistency and freshness
Reinforcing the brand and gettingtactical results… over six years
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Quarterly updates
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Communicating in pixels….
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09-10 brochure and mailer
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Quarterly updates
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Quarterly updates
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Building self-sufficiency: transferring and teaching the brand system
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Internal roll-out
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Internal roll-out: positioning / tagline
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Internal roll-out: “tilted” messages
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Results and impact
Looking at results
Benefits from a strong brand come in different forms, at different times:— immediate < • • > long-term—tangible < • • > intangible—external < • • > internal—organizational < • • > departmental
© Sametz Blackstone Associates
Creating a coherent communication path
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Immediate— impact on clarity of brand throughout materials;— look is fresh and consistent;—able to "brand" performance venues;—new energy and enthusiasm among staff for better
communication. Longer term
—system has evolution built-in; —better recognition of materials "I know that it's a
Celebrity Series piece (brochure, ad, postcard);—education programs better linked to brand (dropped
Project Discovery for Celebrity Series Arts, Education and Community Program.)
Results: immediate / longer term
© Sametz Blackstone Associates
Tangible—verbal and visual messages in place;—supplied images no longer define communications;—can “tune” the system for different projects /
audiences;—subscriptions increased during market decline.
Intangible—refined, consistent identity bespeaks quality and
primacy of the organization;—every communication contributes to brand-building;—programs and artists are now part of our brand;—better positioned for fundraising.
Results: tangible / intangible
© Sametz Blackstone Associates
Internal—messaging exercises provide “jumping-off points;”—copywriting brand-driven and design process distilled,
choices simplified;—messages map to specific audiences;—easy to work with vendors: system is teachable.
External—consistent look and feel readily perceived by public;—hierarchy of information makes materials easier for
customers to navigate;—easy transition to new title sponsor and then to
original corporate name; no change in our brand identity or loss in equity.
Results: internal / external
© Sametz Blackstone Associates
Marketing / communications staff no longer the only “keeper” of the brand.
Greatly improved efficiency in creating communications. Board, committees and professional staff are aligned
and all have ownership of organization's identity. Departmental silos are breaking down. Useful tool for recruitment, orientation and training of
Board, Staff and Volunteers. Partners, supporters and prospects respect the
professionalism of the organization as expressed by thoughtfully developed brand guidelines.
IMPACT: across the organization
© Sametz Blackstone Associates
Brand is used as a jumping-off point for new ideas and initiatives…
and…
Brand is used a decision-making filter:—Programming—Marketing Communications—Fundraising—Customer Service—Evaluating potential partnerships—“Does the program / artist / initiative reflect the
brand?”
IMPACT: across the organization
© Sametz Blackstone Associates
Thank you
What now?
The concepts:
0 Insight
1 Identity
2 Resonance
3 Clarity
4 (Compelling) Coherence
5 Relevance
6 Leverage
© Sametz Blackstone Associates
The steps:
0 Research
1 Foundation
2 Constituents
3 Messaging
4 Visual identity
5 Action
6 Sustainability
© Sametz Blackstone Associates
The steps:
0 Research
1 Foundation
2 Constituents
3 Messaging
4 Visual identity
5 Action
6 Sustainability
© Sametz Blackstone Associates
Rinse, repeat.
Build a framework, not a prison.
217
Evolution is everything.
Questions?
Tamsen S. McMahon, Sametz Blackstone Associates—Director of Digital and Strategic Initiatives—[email protected], @tamadear, 617.266.8577
Kim Noltemy, Boston Symphony Orchestra—Director of Sales, Marketing, and Communications
David A. Dalena, Celebrity Series of Boston—Vice President, Marketing, Development, and
Communications
Speakers
© Sametz Blackstone Associates