Strategies: Marketing, Digital, Community
S4M Digital Strategy (2009 presentation): This is the initial digital/community strategy for S4M – how S4M would build and interact with its community.
S4M Hometown Fans and Virtual Line Strategies (2010 presentation): This is the presentation that articulated S4M’s hometown fans strategy – focusing on building support in the home cities of the orchestras and celebrating them in Carnegie Hall. The “virtual line” was a term we used before ticket sales began in the first year.
Marketing Strategy 2010: S4M’s first marketing strategy.
S4M Website plan 2012: S4M’s website was reimagined after the second festival.
2013 Marketing Strategy (micro-audience targeting): Based on marketing results from the first two years, in year three we became more specific about the audiences we were marketing to.
2013 and 2014 S4M Goals: Each year we adjusted strategies for the next year based on results of the previous year(s). This is our strategy memo from the mid-point of the four-year cycle.
2013 Orchestra Summit notes: Each year we invited all of the participating orchestras to New York to talk about that year’s festival and share details of their planning.
S4MU Goals 2013: In 2013, we created a Massive Open Online Course. The goal was engage people who are interested in orchestras, exploring what makes good programs and good orchestras, and learning how to listen better.
Budgets and Ticket Sales
2011-2014 Four-Year Budgets: Budget overview for the four years of S4M
Overall Sales and Audience analysis (2011-2014): This comprehensive document shows the arc of ticket sales over four years and analyzes who was buying, where the audience came from and when they bought.
4 Year Ticket Sales – all data (2011-2014): The complete numbers.
Measuring: Audiences and Orchestras
Each year we surveyed ticket buyers and participating orchestras. Here are examples of the responses.
2011 Orchestras “What We Learned” (comments)
2011 Orchestras “What We Learned” (analysis)
S4M Digital Analysis 2011: Website and audience engagement results for the first year.
S4M.com Website 2012: Comparison of S4M digital reach between 2011 and 2012.