For decades, orchestras have been marketing and promoting individual concerts, each on its own merits. This “bottom up” marketing works fine if you’re presenting Beethoven 5, Yo-Yo Ma, or John Williams—offerings with their own brand recognition. But if you want to program mission-important new works, feature emerging artists, or attract a broader range of attendees, you need a different approach. 

This 60-minute webinar will share how to develop a complementary, “top-down” verbal and visual brand strategy that will enable you to promote your whole organization, showcase your unique concert experience, and sell offerings that won’t sell themselves. Discover how top-down branding can add value to all your programming and build the trust and emotional connections needed to increase both earned and contributed revenue.

Participants will learn how to evolve a differentiated brand promise, a set of guiding brand attributes, constituent-focused messaging, and a system of visual expression to inform and unify communications across media. The session will connect theory to examples from orchestras of all sizes.

Speakers: Ronni Reich, Senior Strategist, Sametz Blackstone Associates and Roger Sametz, President / CEO, Sametz Blackstone Associates

Questions?

Please contact Member Services at member@americanorchestras.org.

The content of this webinar was developed by Sametz Blackstone Associates and the League.

This webinar is made possible by a generous grant from The Wallace Foundation.

Additional support is provided by a generous grant from the Howard Gilman Foundation, and by public funds from the New York City Department of Cultural Affairs in partnership with the City Council, and the New York State Council on the Arts with the support of the Office of the Governor and the New York State Legislature.

Photo credit: Gary Gold for Albany Symphony