PERFORMING ARTS

Symphony orchestras have the potential to sell out every concert. Hard and soft social media marketing, modern copywriting, multi-media storytelling, cold audience conversions, and expert social media moderation sell more tickets. Period. IF YOU’D LIKE TO READ MORE PLEASE CLICK HERE FOR THE FULL ARTICLE

North Carolina Symphony

Project Summary

The North Carolina Symphony is both a world-class orchestra and a leader in music education. Welcoming its first new music director in 14 years, NCS was looking to update its look, deepen its connection with North Carolina audiences, and increase ticket sales.

12 Month Results

Increased social media audiences by over 50%
Doubled lifetime views on META from 1 million to 2 million in only one year
Branded all major platforms
Helped push ticket sales to record numbers
Added concertgoers in the elusive 25-49 bracket
Created TV commercials and contributed extensively to Network News stories

We created the new for 2023 NCS brand mark; now being used across all NCS social media channels

Continuing Our Work With The Symphony

Quarterly social media strategy and content planning
Cross-platform branding symmetry
Create and manage all social media content
Copywriting
Storyboarding and producing top-to-bottom docuseries-style videos
Boutique photo shoots for print and web
Created the NCS brand mark
Special projects including an 80’ concert hall building wrap, vehicle wrap, and billboards

Square Productions is the best thing that’s ever happened to the North Carolina Symphony’s social media! Our creative videos, photography, animation, artwork, and copy writing are extraordinary because of their strategic and innovative approach. They have turned our social media into a formidable tool of engagement to attract and build new, diverse, and younger audiences. I highly recommend squareproductions.com become part of your performing arts team. They will make your life better!
Linda Charlton
Vice President of Marketing & Audience Development
North Carolina Symphony

Introducing North Carolina audiences to the Symphony’s new Music Director, Carlos Miguel Prieto

Created immediately following night one of two; an example of powerful, quick-turn, professionally created assets that sell same-day tickets

NCS Music Director speaks to the symphony’s state-wide education program

Interviews that reveal your Music Directors ethics create a connection to new audiences

Ojai Music Festival

Backstory

Musically, historically, and geographically, the Ojai Music Festival is truly one of a kind. Held once a year in the tiny town of Ojai, CA, attending the Festival is an experience like no other. Surrounded by trees and birds the Festival has hosted 20th-century giants the likes of Pierre Boulez, Elliott Aaron Copland, John Adams, Esa-Pekka Salonen, and Igor Stravinsky. 2023’s Music Director was Rhiannon Giddens.

While some of what you’ll hear is what one might consider traditionally beautiful it’s not all “easy” music. Concerts can include pieces that live at the very edge of what is called “music.”

As huge fans, it’s been a joy to work closely with the organizers; approaching this rarest of gems with both the reverence it deserves, and the playfulness it requires.

Project Summary

The Ojai Music Festival faces exactly the same challenges as traditional symphony orchestras; how to attract a new, younger demographic while staying true to their core audience. These new ticket buyers help breathe new life into the event and foster goodwill among the locals by outspending their older peers on many local offerings.

Additionally, they face the challenge of making it all worthwhile for the town itself. The geographical intimacy and its beauty are key factors when considering marketing as a whole.

The winning formula included focusing on the music and the remarkable location in equal parts; appealing to both longtime supporters and the spirited demographic sought after by the event’s organizers.

The Ojai Music Festival has had the pleasure of working with Square Productions on several projects, from photo shoots to film projects. These videos were exciting, new territory for us. Their team excelled in understanding our unique needs, engaging in thoughtful dialogue to clarify our vision, and helping us flex our creative muscles while providing tailored solutions. Each one of these projects was different in scope, and each time, they delivered exceptional work that captured the Festival’s vision. We look forward to further collaborations as we grow and diversify.
Gina Gutierrez, Managing Director
Ojai Music Festival

Ethically Motivated Commerce (EMC) and The Power of Atypical Branding

Atypical branding often requires a 360° marketing solution. Making a short film that produces measurable sales highlights our approach to fresh, effective marketing and transcends a noisy marketplace.

Local business donates resources and/or funds
Donors are highlighted in digital media and included in programs and ads
Increased Donor brand awareness as a Symphony/Arts & Culture supporter
Attendees/Shoppers purchasing from donors’ businesses complete the circle

Our short film Ojai, Valley of The Moon captivated audiences and was played during lead-ups to the weekends’ feature acts. Additionally, it proved to be both a legacy branding tool and produced measurable sales.

Branding: Showcasing the beauty of the city and surrounding areas we help to drive tourism, with many attendees returning to Ojai in the following months.
Highlighting local businesses that support the festival resulted in increased sales during the Festival’s run.

In an initiative to expand and engage a younger audience, and encourage more locals to attend OMF and related concerts, in 2023 The Festival introduced CREATIVE LAB.

Project Summary

Breaking from traditional classical marketing we created color-rich, hyper-modern commercials fused with fresh visuals that reflect the new series’ innovative and adventurous spirit.