Published:
Tuesday,
August
19th,
2014
From: community.apap365.org
Arts organizations throughout the world are struggling to find innovative and effective ways to connect with new audiences. One such organization, the San Francisco Girls Chorus, underwent an in-depth rebranding initiative to create a following of classical music patrons (read the full case study here!). The choir faced the challenge of significant pervading stereotypes regarding girls choruses, many of which were confirmed through in-depth market research. Many classical music patrons tended to have a low awareness and expectation of girls choruses, and many of these stereotypes were found to be supported by SFGC’s marketing materials.