Rosy Riggins, Latino Segment Project Manager, Diverse Growth Segments, Wells Fargo (Oct. 2006)

“Thank you for such a wonderful and inspirational presentation. All of the presentations were great but yours was exceptional.

At last -- in-depth, qualitative insights paint an eye-opening picture of Black culture and lifestyle and how to connect your products and services with Black consumers.

ISBN 0-9725290-9-0     REVIEWS 

CASE STUDY

Situation: 

The Chicago Symphony Orchestra (CSO) was awarded a grant by the Joyce Foundation to reach out to underserved communities.  The CSO decided to focus their initial efforts on the African-American market.   

1. In 2003, HMG won the two year project and implemented the following design:
1. Research (Qualitative)
1. Helped define target well beyond better educated and high income
2. Conducted exploratory focus groups to better understand target’s attitudes and behavior with regard to the CSO and the performing arts
2. Market strategy and implementation planning
1. Developed “Classical Tapestry” Program (“Relevant” three concert series and pre-concert receptions with artists)
2. Developed marketing plan/strategies
1. Media partnerships
2. Affinity groups (Grass Roots efforts)
3. Research (Quantitative and Qualitative)
1. Overall perceptions of Classical Tapestry program
2. Perceptions of CSO
3. Relevancy of concerts
4. Overall Treatment
5. Changed perceptions, if any

• Results:
• Per the qualitative and quantitative research, year two and three of Classical Tapestry (2005 -2006) results were better and showed improvements on key aspects versus the 2004 program.
1. Higher recall of the brochure
2. Higher purchase incidence of Classical Tapestry packages and tickets
3. Higher African -American satisfaction levels
• Additionally, Classical Tapestry showed signs that this program is evolving from an “outreach” concept to a “cultural” event
1. Culture from an artistic and African-American standpoint
2. Has “cache” in the Black community
3. Many of core original attendees are repeat users
• The percentage of first time African-American CSO attendees declined from 37% in 2004 to 15% in 2005, and second time attendees increased, indicating that Classical Tapestry is working to introduce African Americans to the CSO.