newsletter and corporate sponsorship package, developed innovative print ads, direct mail collateral and performance materials, conducted a target market survey, and gained consistent media coverage by creating an effective press kit and establishing relationships with key editors and journalists in the industry. In addition, templates and programs were created to allow Symphony staff to generate their own marketing collateral in order to dedicate more funds to other various marketing efforts.

Results: Shennum Green catapulted the California Symphony to the forefront of the competitive Bay Area classical music scene with increased exposure in key markets and a boost in season ticket subscriptions. With recognition in national and local publications, including being named Best Symphony Orchestra by Reader’s Digest, and features and reviews in San Francisco Chronicle, Contra Costa Times, Diablo Magazine, Diablo Arts Magazine and ABC-7 News, the California Symphony also gained interest from a broader audience. An increase in revenue and cost-saving, staff-driven marketing efforts resulted in the financial stabilization of the California Symphony and a blueprint for successful strategies for the future.

Situation: The California Symphony, a seasoned and nationally acclaimed symphony based in Walnut Creek, was faced with mounting obstacles in attracting younger audiences, boosting the attendance of performances and portraying a definitive brand personality to their target audience amidst a competitive entertainment climate. Shennum Green was hired to develop the California Symphony brand while launching a comprehensive public relations and marketing campaign to attract audiences and media attention.

Program: Before any strategic plan was crafted, Shennum Green partnered with Symphony board members, musicians, staff and even patrons to capture and analyze the situation and hold it up against the Symphony's goals. Once armed with an aggressive plan, Shennum Green launched the California Symphony’s new web site, patron