PRINT + COLLATERAL + OUTDOOR + WEB CAMPAIGN
My Contributions: Content Strategy • Senior Copywriting + Feature Writing • Concept Development • Client Presentation
YOUR BACKSTAGE PASS
THE LOS ANGELES PHILHARMONIC HOPED TO INCREASE EXCITEMENT AND SEASONAL SUBSCRIPTIONS BY OFFERING MUSIC LOVERS A GLIMPSE INTO WHAT TRANSPIRED BEHIND THE SCENES WITH ITS ORCHESTRA.
n addition to providing excellent
programming year after year,
this behind-the-scenes glimpse would be an additional way to thank subscribers and donors for their support.
The Philharmonic's impulse was to create a standard newsletter filled with short blurbs about people and events. Drawing from my background in journalism, I suggested we write in-depth feature stories instead—detailed profiles that went beyond the usual fare found in newsletters—to highlight the conductor, associate conductor, and other notable figures.
Special events, such as fundraisers and annual milestones, would receive the same, in-depth treatment, as would any remarkable achievement by orchestra members or support staff.
The Philharmonic loved the idea, and the Crescendo newsletter (shown above) was born. Consistent with the philosophy of offering their supporters more, the newsletter would be produced in tabloid format to give the stories and photographs within room to breathe. We decided to develop a print campaign, as well, to highlight the emotions people might feel during a performance, and to complement the in-depth information provided in the newsletters. Though the Philharmonic did have a presence online, they asked that the feature story content be flexible enough to adapt to whatever online format might be relevant. The tablet concepts above reflect that sensibility.
This was a pro bono effort by the agency because, as a nonprofit, the Philharmonic possessed limited resources, and the agency believed in helping promote music to diverse audiences.
The first feature story focused on the conductor, his creative process, and his relationship with orchestra members. After several phone interviews with the conductor, We attended a rehearsal to observe how everyone supported one another and worked through various challenges. We then attended that evening’s concert to see the result of their creative solutions and hard work. Another story focused on the associate conductor’s collaboration with Star Trek actor John DeLancie during a holiday event for children. Another story required
interviews with Beatles producer George Martin, Susanna Hoffs of The Bangles, actor Mike Myers, Police drummer Stewart Copeland, and other notable figures performing in a 1970s-themed fundraiser at the Hollywood Bowl.
We created Crescendo #1 and #2 before providing the Philharmonic with templates and story ideas to create future issues on their own.
The “In the right hands” print ads featured different musical instruments, and described what a music-lover might experience while listening to a professional play them with a high level of skill.
In addition, bus advertising was developed that featured bars of music extending the length of the vehicle bookended by sentiments people might feel before and after listening to it—Anticipation / Standing Ovation, Listen / Emotion, and First Movement / Perfect Evening.
While the Philharmonic loved these print and bus concepts, they couldn't produce them due to lack of funds to buy media space.
The result of giving people an in-depth glimpse behind the curtain: a 6% rise in annual subscriptions.