Inspiring Action

Boston Symphony Orchestra

Making Membership Pop

The Boston Symphony Orchestra encompasses three organizations: the Symphony, Boston Pops and Tanglewood. Prior to our involvement, BSO’s acquisition and lapsed efforts featured little distinction among the brands, minimal package or list testing, and control packages in a high-cost format with expensive premium offers. To boost results, the BSO needed to become more strategic and targeted in its campaigns.

After evaluating each of the BSO’s unique sub-brands, we created new packages and tests focused on each brand’s unique personality: the Symphony’s world-class quality, the Pops’ beloved traditions and Tanglewood’s exclusivity. As a result of our integrated campaign of e-mails, direct mail drops and follow-up calls to non-responders, each brand acquired and reactivated more members in a single campaign than it had the entire previous fiscal year and at a lower cost per piece.

Services: Integrated Marketing, Creative Messaging, Data & Targeting, Analytics

Related: D.C. Martin Luther King, Jr. National Memorial Project Foundation