Branding for a New Generation
This ain't your GRANDma's Bach Society!
The Bach Society of Dayton needed to update their image. The organization was about to celebrate their tenth anniversary and felt that it was time to improve perceptions of the choral music group. Their audience was aging, and they struggled to attract younger listeners and singers.
Our approach was simple: To stave off the perception that the organization was a stodgy bunch of "old folks" singing centuries-old music that isn't relevant to today without losing existing audience. We brightened the color palette and worked to connect content to potential ticket buyers by injecting humor into the copy and imagery used in their marketing material. A new website was developed to be more mobile friendly and to make ticket buying easier. The "peeking" Bach head became a mechanism of humor and foundation, reminding audiences that what was old can be new again.
As a result, Bach Society of Dayton has seen consistent year-over-year growth in concert attendance and, through social media engagement, has begun to see younger singers at auditions, necessary for the continued stability of the organization.