If your organization creates campaigns year after year, you know the challenge: How do you make sure your creative stays true to your brand, while also bringing something fresh and new to the table?
On the one hand, each season brings new offerings for your audiences and new goals for your team—this is especially true if you’re an arts organization. On the other hand, the mission driving the work of your organization has almost certainly remained the same. You may have new information to share each season, but how you share it should always reinforce the personality and brand you’ve established for your entire institution.
As you think about developing new creative, consider building upon the story you have in place, rather than trying to recreate the wheel. Doing so requires that you create each piece with your existing brand as the foundation. It also means that your campaign collateral will be recognizable as a story, each chapter being uniquely yours.
When your campaigns are consistent over time, they allow you to carry your most important audiences along with you. When your work is immediately recognizable as yours, you don’t run the risk of confusing or losing existing supporters. Instead, you create a momentum that carries your loyal constituents and invites new members to find you and join with you.
So, consistent campaigns are valuable. But how do you keep them consistent, yet fresh, bold, and exciting?
The 2015-16 season for San Francisco Opera also marks our 10th anniversary creating their campaigns to attract subscribers and single ticket patrons. Season after season we’ve worked diligently with their talented team to ensure that, while we create original, dynamic designs, they represent the essence of San Francisco Opera’s institutional brand.
Examine our work year after year. What do you see?