Redefining the Orchestra
Developing a Marketing Strategy for the Chamber Orchestra of Philadelphia
“We’re trying to meet them where they are,” Chamber Orchestra of Philadelphia (COP) Marketing and Communications Manager Mike Hogue stated regarding his organization’s push toward reaching a younger audience. COP had recently created a “40 under 40” subscription package that provided special benefits, like drink vouchers and networking events, to attendees younger than COP’s core audience segment. Relatively low revenues through single ticket sales suggested that the orchestra could diversify its revenue streams by seeking out new audiences, especially young patrons, who could potentially be converted to subscribers for more sustained revenues.
Conforming to the "Explorer" archetype, the COP focuses on essential characteristics of chamber music – intimacy, communication between players in a small ensemble – COP is able to divorce many of the qualities of chamber music from their strict genre boundaries: an upcoming concert features pieces from Mozart, modern composer John Cage, and tango composer Astor Piazzolla. This willingness to branch out beyond the strict confines of the chamber repertoire serve as an effective differentiator against competing institutions in the Philadelphia area.
After thorough examination of the COP's financials, competition, branding and objectives, the group developed a marketing strategy that culminated in tactics revolving around social media, website optimization, rebranding, outreach programs and repertoire.We developed a detailed marketing budget and timeline that would inform the feasibility of the COP to implement such a plan.
Duration of project: 3 months
Personal contribution & skills: Leadership, Project Management, Marketing Research, Marketing Strategy, Data Analysis, UX Research, Presentation