The Cleveland Pops Orchestra Brand Evolution and Ticket Boost Strategy

“We need a brand revamp and to use digital tactics to engage a younger audience.” Shirley Morgenstern, CEO The Cleveland Pops Orchestra

The Cleveland Pops first came to MJ2 Marketing to revamp their social media strategy, and to pursue options for a better ticket acquisition strategy. Previous marketing included traditional PR approaches that did not resonate with aging audiences – nor attract a younger audience.

MJ2 Marketing pursued a new brand identity project that involved many key stakeholders on the Cleveland Pops Board of Directors, and key MJ2 brand strategists to better tell the story of the experience with the Pops. 

Key Findings:

1. Aging audience – The average age of the existing subscribers was over 60, with two-thirds of the revenue for the Cleveland Pops coming from show ticket sales and one-third from donors. As ticket revenue decreased in relation to the price of each performance, there was a pressing need to attract a wider audience base. 
   
   Strategic implication – A new ticket acquisition strategy was necessary to attract a younger audience, while not alienating current subscribers.
   
   
2. Lack of awareness – Due to an ongoing lack of marketing, The Cleveland Pops faced low brand awareness in the market and were often confused with The Cleveland Orchestra.
   
   Strategic implication – The new brand identity needed to be recognizably different from competing organizations.
   
   
3. Renewed excitement – The brand refresh needed to infuse excitement into the Pops brand story, through an email campaign, paid and organic social media, and updated landing pages.
   
   Strategic implication – Creative needed to be “thumb-stopping” to resonate with a younger, mobile-friendly audience.
   
   

Overall, conversations with key stakeholders and the digital audit revealed that The Cleveland Pops needed to update their marketing to help remain a viable organization in the future. 

The path forward – A new look and a modern approach to digital marketing will increase subscribers and supporters of The Cleveland Pops.

The new target audience

The new identity for The Cleveland Pops and subsequent campaigns were designed to attract a younger audience – both by age and at heart – while not alienating its core supporters.

The new identity

Our creative team embarked on a new logo and identity campaign complete with a new tagline and photography once the new brand direction was established. 

In addition, we partnered with Robb McCormick Photography to create a refreshed photography style for The Cleveland Pops for all future marketing initiatives including website, emails, paid advertising, print, social media, and more. That work has been awarded the 2024 Hermes Creative Awards, which recognizes creative professionals working within the conceptual, writing, and design phases of digital media.  

The Final Product