George Weston Recital Hall - CMC Gala - November 2010
Eyerocket’s involvement in branding the Setting the Stage Gala held at the Toronto Centre for the Arts in Toronto last November was focused on developing the event graphics and all that came with. However, the experience saw us working in between a traditional and modern world. It taught us a great deal about working with local interest groups, building influence and the elements that make an effective branding campaign.
Working with the local Ontario CMC chapter made it important for us to shift our perspective and recognize the differences in goals and approach between this local group of people and our regular “corporate” client. Their ethos is not in the profit – rather it is in the development of the musician. Instead of a guerrilla-splash campaign with tweet events and mass advertising, they opted for a more traditional word-of-mouth approach via the schools and the home. This approach meant working with flyers and posters which meant our reach was limited to the production run and budget.
CMC Gala Promotional Flyers
Second, the Ontario CMC chapter had a number of volunteers which we engaged with a toolkit to spread the word. The kit included a “Save the Date” pdf as well as an HTML email sample and HTML banner ad for inclusion where they see opportunity. Although noble attempts, we realized that a toolkit alone was not enough. The team needed a more thorough marketing plan with directed targets and achievable goals. It did not help that the location of the event was miles outside the epicenter of the organizing committee.
CMC Gala Promotional Materials - Program
All that aside, once the event date did arrive, the magic of the evening made all things equal. The visual experience achieved its intended goal of elegant sophistication. Keeping to budget, we decided to minimalize the brand elements to the Programme and a banner series hung behind the stage. This focused attention on the CMC brand during the performance.
Takeaway #1: there is a huge difference in how local interest groups operate and how the branding process should be tailored to a more intimate collaboration. It becomes a huge benefit in developing real ideation.
Takeaway #2: hold your event close to where your centre of influence resides.
Takeaway #3: make it feasible for volunteers to use your branding toolkit – instill a thorough followup process to help them “market” your event.
Takeaway #4 : with budget in mind, focus the collateral materials in one area preferably where there is cross marketing for maximum impact.
The program achieved its goals and many scholarships were funded – that’s what important. For Eyerocket, it set the stage for future collaboration and client understanding. For further program imagery visit our website at www.eyerocket.com.