Eastern Standard Oversees the Revitalization of a Philadelphia Institution
The Philly POPS has been a beloved Philadelphia cultural mainstay for 36 years. However, like most arts institutions, the POPS has felt the pinch of the economy and dwindling patron support in the last decade. Under new leadership and with a new Music Director, Michael Krajewski, the POPS has championed on with fresh programming, and is still known as one of the best POPS orchestras in the world. With these changes, the POPS needed to signal a refined message to the marketplace.
“It’s truly exciting to see all of your hard work and expertise coming together to make such a huge difference. I don’t think anyone would have predicted the POPS would come back so strongly and so quickly.”
With Eastern Standard taking on a Marketing Directorship role for this organization, the 2014/15 season’s average concert sales jumped more than 20 percent over the previous year, both in tickets and dollars and including a sharp increase in season ticket sales — an unheard of accomplishment in the industry in this day and age.
We began our revitalization efforts with a fresh approach to the organization’s marketing strategy in every respect, crafting a series of multimedia campaigns for subscribers and single-ticket concert promotions spanning all media, from digital to traditional. We created a bold new look and even a new sound for radio and TV that echoed the excitement of this dynamic music machine.
The look and message carries into every single aspect of their activities, including a self-produced program book, Encore!, with a magazine-like feel, as well as an array of in-concert materials and signage to welcome patrons at every event. Most important, we helped the organization to focus on providing an experience that is not only musically enjoyable and entertaining, but also deeply personal and satisfying for attendees.
During opening weekend for the 2014/15 concert season, we welcomed subscribers with personalized variable data greeting cards signed by POPS President Frank Giordano and placed at their individual seat locations in Verizon Hall at the Kimmel Center for the Performing Arts, the orchestra’s home venue. We even designed and produced a custom birthday card that is sent out to Orchestra members, donors, staff, and partners.
“Eastern Standard's work has been transformational for The Philly POPS as a performing arts organization.”
According to Eastern Standard Partner and Brand Strategist Mark Gisi, personal touches like these make all the difference.
“We focus on what’s in it for the concert-goer,” Mark explains. “The POPS offer a great experience, and we help them attend to every detail. It’s not just about great music; it’s about what the patron gets out of it and how they feel when they leave. Every detail matters, and every interaction counts, when it comes to our clients’ brands.”
With the announcement of the all-new 2015/16 Season lineup and the launch of a subscription campaign, we created and unveiled a fresh new take on the POPS branding, including a refined version of their logo that packs more punch, a season brochure with a new look, an animated promotional video featuring the season's shows and artists, and a completely redesigned, and user-friendly responsive website.
Because of our intimate knowledge of the client’s needs and operations, we took a “white-glove” approach to providing a turnkey website, overseeing the entire design, development, content creation, and coordination of launch.
The resulting new look and immersive brand experience demonstrates the dramatic impact that a comprehensive sweep of marketing materials and initiatives can make, and the response has been an overwhelming success.