Services: Strategy, Messaging, Logo, Collateral Material, Digital Media
Finding a Voice Commensurate with its Achievement
Challenge: The 83-year-old Academy of Vocal Arts (AVA) suffered from an undifferentiated image and very low awareness among opera fans In Philadelphia and New York. This in spite of their long track record in training some of the best voices in opera and performing with renowned opera companies around the world as well as winning the most top student prizes among its peers in the past decade.
Insight: AVA positioned itself as a dual entity – a performance organization and a learning institution. External communication focused on performance and that drove their brand image. However, their ownable and unique credential was as an Academy. AVA is the only U.S academy exclusively for training opera soloists
And in fact, the performance aspect was in service of voice training. AVA was missing out on a key opportunity ….for opera lovers, insiders and major donors – AVA trains the great opera soloists of tomorrow.
Solution: Rebalanced communication to shift emphasis to AVA as a learning institution, and to helping ensure the future of opera. Created full stable of marketing materials to reinforce this image.
Results: There was an increase in the number of: contributions and the amount per contribution; student applications for the few coveted spots; and hits across all 5 social media. The Young Professionals program, considered the path to future success, had more attendance. Also, the brand analysis identified the need for bold steps to enhance the AVA operation and they are currently being put into place.
