Group Sales Experience
When the venerable Boston Symphony Orchestra was facing stiff competition from the Boston Red Sox, the MFA, and other institutions, the BSO knew it needed a disruptive solution to promote and market its events and facilities.
The Boston Symphony Orchestra Group Sales Division markets and manages group sales for performances of the BSO and The Boston Pops at both Symphony Hall and Tanglewood, the BSO’s summer home. They also manage private events at Symphony Hall.
S+S developed a responsive experience for desktop, tablet, and mobile.
Storyboarded and produced videos showcasing The BSO, The Pops, and Symphony Hall.
Competing in a crowded marketplace
Thinking outside-the-box of the traditional marketing of the institution
Challenge: Stiff Competition
In the City of Boston, there are a number of events going on every evening, each competing for attention and attendance. Even venerable icons like the BSO, Boston Pops and Symphony Hall must compete against the likes of The Boston Red Sox and Fenway Park, The Museum of Fine Arts, The Theatre District, campus activities at the fifty-five colleges in the area, and local hotels and function halls.
Solution: A New Engaging Experience
As Group Sales were rethinking their website, they knew they needed to attract event planners – their primary audience – with a multi-screen solution that worked on a desktop, tablet, and mobile. We identified four areas of focus:
Stunning Beauty — showcase the stunning beauty of Symphony Hall
Awareness — raise awareness that both the Hall and the Boston Pops can be rented for events
Flexibility — explain how the hall can be configured to match a wide variety of hosted events
Reach — engage with a younger demographic to increase the reach for group sales
For Group Sales, Story+Structure developed a mobile engagement app to showcase the Pops, Private Events, Tanglewood, and Visiting Ensembles. Group Sales were able to engage their target audience through a series of vibrant stories, videos, galleries, and performances.
With the new app experience, Group Sales could leverage their beautifully designed print assets, publish and maintain the Pops performance schedule, provide a simple point of contact, and see what's working through a powerful metrics engine.
Story+Structure also worked with Group Sales on filming videos designed to showcase Symphony Hall during a private event and a wonderful introduction from Keith Lockhart, the Music Director and Principal Conductor of the Boston Pops Orchestra