Symphony Pro Musica performs eight times per year: four concerts at Hudson High School, and four concerts at St. Mark’s School in Southborough. This year, I led a redesign of our annual brochure, which is mailed to our entire list and offers discounted season tickets. The redesign also serves as a platform for individual concert flyers, which are emailed and posted at various town locations. (example of flyer)

In the fall of 2019, Symphony Pro Musica undertook an ambitious event: we engaged a top Beatles tribute band to perform together with the symphony at Worcester’s magnificent Mechanics Hall. I led the logistics, operations,  and marketing effort, engaging with an outside firm to help with advertising. We flew in the Beatles band and sold tickets through the Mechanics Hall website. The concert was extremely well received and attended, and served to strengthen SPM’s reputation throughout the region.

In addition to SPM’s performances, the symphony also begun holding an annual gala fundraiser. The first year we held it in Hudson’s historic Town Hallballroom, and in 2019 we held it at Charter Oak Country Club. This project involved lots of marketing (both electronic and print), coordinating with the various vendors, managing live and silent auctions, and coordinating speakers and entertainment. Both years it was a huge success. Sadly COVID-19 caused us to cancel this year’s Gala.

The Concord Conservatory of Music holds its major fundraising gala each year at the deCordova Sculpture Garden and Museum. An overarching musical theme is selected that drives the visual presentation and overall content. In 2016, that theme was the Beatles, and the graphic theme was carried forth in the save the date, invitation package, program, and event posters. Even the musical selections for the evening were Beatles tunes! (inside program pages .pdf)

Twice each year, the Concord Conservatory of Music produces a newsletter for its donors and donor prospects. Typically organized around a philanthropic theme, the newsletter includes articles around donors, events, and students of the conservatory. For the Fall 2015 issue, I wrote articles celebrating the conservatory’s 10th anniversary, thanking the donors, and building a distinct call to action to ensure the continued success of the music school. (inside spread)

When President Bill Glavin stepped onto the Babson stage, he brought with him a keen sensibility for marketing, borne of his experience at Xerox and beyond. He established College Marketing, among the nation’s first integrated college marketing teams, to promote and coordinate the identity efforts of the school. One of the first major pieces we produced for the College was the president’s first annual report, a thematic and challenging representation of the college and its goals. (inside spread)

In this same vein, my team began working with both the admissions office and selected outside consultants to reshape Babson’s image to be a more contemporary, global one. Our undergraduate viewbook, which we produced in both domestic and international versions, helped crystallize the brand towards that of an international center of entrepreneurial education. (inside spread)

We also recognized that the Viewbook was not necessarily the best medium to reach prospective undergraduate students–while parents (and grandparents!) were somewhat wed to the more permanent print artifact, teenage media consumers were bombarded with media messages. We delivered a contemporary, quick hit publication that redirected potential applicants to a dedicated website in a novel, upbeat manner. (inside spread)

Babson’s MBA audience was by and large a more conservative, established one, who tended to view the acquisition of an MBA as a next-step investment in future income and career potential. Our marketing campaign was accordingly directed to that end. (inside spread)