Adrian Symphony Orchestra

Re-Brand, Website, and Concert Promotional Materials
Adrian Symphony Orchestra Website Before and After
Adrian Symphony Orchestra - Season Guide Before and After
Adrian Symphony Orchestra - Logo Before and After

The Client

The Adrian Symphony Orchestra (ASO) was founded in 1981 with the mission to create musical performances of the highest quality and to present activities that educate, enhance, and improve the quality of life for the citizens of Lenawee County and Southeast Michigan.

The ASO is committed to providing excellent music for everyone through diverse seasons of classical, pops, and school-day educational concerts. They are located on the Adrian College campus in Adrian, Michigan. It has been an exciting time for the symphony as during the 2015-2016 season, the ASO began the search for a new music director and, to the delight of the community, named Bruce Kiesling to the position in May 2016.

The Challenge

As with symphonies around the world, the ASO has enjoyed the loyalty of its audience for many years. However, with that audience aging, they are seeing a change in subscriptions and single ticket sales, and knew the brand and marketing strategy needed to change in order to reach a younger audience with more consistency.

The Solution

By thoroughly understanding the organization’s goals, delving into the audience profiles, learning more about the industry and the current marketing strategy, we were able to develop a new logo, website, brochures, and advertisements that not only elevated the image of the brand, but also served as a catalyst to build excitement and increase sales for the symphony.

The Deliverables

  1. Logo Design
  2. Pre-Season Trifold
  3. Website Design and Updates
  4. Season Guide for annual subscribers that details the dates, times and special events of each concert
  5. Annual Auction Invitation & Save-the-Date
  6. Concert Materials for each of the 8 concerts in the 2015-2016 season, and the 7 concerts in the 2016-2017 season
    1. Poster
    2. Flyer
    3. Postcard
    4. Program Cover
    5. Social Media shareable images
    6. 4 Black & White advertisements to be featured in local periodicals

The Outcome

Through working together with the executive director, her team, and meeting many of her clients (the symphony attendees), we were able to provide deliverables that were not only strategically designed but also followed a smooth and reliable workflow.

Not only were the materials well received, but they were enhance by the application of what we learned from working directly with the intended users. As quantifiable evidence that this re-brand was worth the investment, ASO saw a 12% increase in ticket sales in the 2015-2016 season.

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