San Francisco Performances - Four Years of Revolutionary Change

San Francisco Performances 2010-2011 Season Brochure

Overview

• What is San Francisco Performances• Situational assessment/key challenges• The road to solutions• 2010-2011 season brochure — uniting the

elements o Brochure objectiveso The creative process — bringing it all togethero Practical approach — putting the brochure to useo Looking at the results

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What is San Francisco Performances?

• Performing arts non-profit• Presents world-renowned and emerging artists• Vocal and instrumental recitals, chamber music,

jazz, family programming, modern dance• 60-70 performances/year• Season: October-June

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Situational Assessment/Key Challenges

• No focus on institutional branding• Outdated use of language• 25-year-old logo • 30-year-old pricing structure• 7-year-old website — outdated look and

functionality• No social media

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The picture in June 2006: well-run company in need of marketing “refresh”

The Road to Solutions

• 2007o Organization-wide style guide — consolidation of

collateral

• 2008o New websiteo Social media o Branding and key messages study

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The Road to Solutions

• 2009o National Arts Marketing Project grant awarded for

long-range planning documento Pricing studyo New visual identity — logo and tagline

(Taproot Foundation grant)• Key elements of the new logo

o Energetic, dynamic, modern (not trendy)o Movemento Connection to the city of San Francisco

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San Francisco Performances 2010-2011 Season Brochure

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Uniting the Elements

Brochure Objectives

• Retain customers at current (or higher) level• Deepen connection with customers• Acquire new customers at highest level

possible• Reinforce visual identity and institutional

brand

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• Copyo Obtain basic information:

artists/dates/times/programso Use of branding and key

messages study resultso Interface with stakeholders

• Copywriter• President• Director of Education• Director of Public Relations

o Proofing processo Approval process

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The Creative Process — Bringing it All Together

Creative elements

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The Creative Process — Bringing it All Together

• Designo Complete integration of new

visual identityo Interface with stakeholders

• Designer• President• Taproot Foundation• Key SFP staff

o Proofing processo Approval process

Creative elements

• Pricing/concert hall scalingo Use interim results from pricing

study• create 2010-2011 individual

ticket and package prices• Rescale concert halls

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Other elements

The Creative Process — Bringing it All Together

• Membership and Education pageso Solve fundraising group

business problemo Liaise between

fundraising/education groups and designer

• URL change (as a result of branding and key messages study): performances.org is now sfperformances.org

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Other elements

The Creative Process — Bringing it All Together

Practical Approach Putting the Brochure to Use

• Definition — individual tickets and packages• Three mailings

o Current subscribers and donors (May 10, 2010)o Other ticket buyers and arts performances multi-buyers

(June 2, 2010)o Customers who have not yet bought a ticket and arts

performances multi-buyers (August 2, 2010)

• Telemarketing mailings

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Season Campaign

• Sent to people making phone inquiries throughout the season

• Given to SF CVB for display• Placed on information table at every performance

throughout the season• Distributed to affiliate companies (such as KDFC and

KDTV) to be displayed at festivals and events

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Reinforce individual ticket sales

Practical Approach Putting the Brochure to Use

Looking at the Results

• ROI measured by ticket sales and donations• Complete ROI information not yet available

for 2010-2011• Until August 23: package sales report;

previous season sales are measure of success• After August 23: sales summary report;

individual performances sales goals are measure of success

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Conclusion

• In 2006, situational analysis reveals challenges• Key business challenges addressed between

2006-2010• San Francisco Performances 2010-2011

season brochure incorporates solutions to several key challenges

• Solutions ensure organization meets goals of connection, retention, expansion, and brand recognition

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