Challenge:

CMF, a leading organization in classical music, sought to revitalize its brand and marketing strategy in time for a milestone anniversary. At the same time, a Major Donor launched the “Music Mash-Up” series to diversify the audience, merging classical and contemporary performances (e.g., Bartók + Björk) and engaging a younger demographic (18-35) without losing the interest of the older, established audience (65+).

Strategy:

For the Anniversary Rebrand, I led a complete overhaul of the festival’s marketing approach. The goal was to enhance brand perception, increase ticket sales, and expand reach, while also reducing costs.
Simultaneously, for the Music Mash-Up series, I worked closely with the donor and stakeholders to define a clear brand identity that resonated with both young and mature audiences, developing messaging and visuals to make the new series stand out.

Tactics:

Anniversary Rebrand:

• Developed a new creative direction for all promotional materials, replacing the outdated booklet with a vibrant, well-designed poster/calendar that captured the essence of the festival.
• Streamlined print and media efforts, increasing distribution while lowering overall costs.

Music Mash-Up Series:

• Crafted an edgy, visually engaging campaign in collaboration with a fine artist to attract younger attendees while keeping the tone sophisticated for older patrons.
• Created a multi-channel marketing campaign, including posters, cards, programs, videos, social media, and email campaigns to build excitement and engagement across demographics.
• Organized pre-show mixers with local sponsors, integrating the concert experience with a community-focused event.