CASE STUDY

CHICAGO SYMPHONY ORCHESTRA

HMG won the two year project and implemented a design that included qualitative research (focus groups) and quantitative research (direct mail).  Findings from both research phases provided insights and direction for the market strategy and planning.

OBJECTIVE:

In today’s market, if your company wants to make a profit, doubt should be nowhere in the equation. That’s why corporations from non-profit organizations to automative, beauty and health, to retail sectors rely on our expertise for their bottom line. We know the urban consumer.

The Chicago Symphony Orchestra (CSO) was awarded a grant by the Joyce Foundation to reach out to underserved communities. The CSO decided to focus their initial efforts on the African-American market.

METHODOLOGY:

HMG won the two year project and implemented a design that included qualitative research (focus groups) and quantitative research (direct mail).  Findings from both research phases provided insights and direction for the market strategy and planning.

HMG assisted the CSO marketing team with the development of the “Classical Tapestry” Program (“Relevant” three concert series and pre-concert receptions with artists) which included identifying and engaging relevant media and affinity groups to partner with the CSO.

 

RESULTS:

The Classical Tapestry program helped change perceptions of CSO from stodgy and exclusive, to an inclusive relevant event that has cache with the Black community