[PAML] Case study: Melbourne Symphony Orchestra

Marketing issues

The interactive component of the MSO Website was aimed at the education sector, to encourage new audiences to experience classical orchestras. The site also serves sponsors and existing members by supplying comprehensive information on the orchestra, its members and history. Ultimately the MSO hopes to extend the site to allow existing subscribers and buyers to purchase tickets via an e-commerce system. The site is a strong promotional tool and, at the same time, is intended to offer a range of customers a value-added experience.

Marketing narrative

The MSO Website was designed for a number of parties and for a number of different reasons. The interactive component of the site was aimed at the education sector, to encourage new audiences to classical orchestras. The site also served sponsors and existing members by supplying comprehensive information on the orchestra, its members and history. Ultimately the MSO hope that the site will be extended to allow existing subscribers and buyers to purchase tickets via an e-commerce system. While the site is a strong promotional tool it is intended to offer a range of customers a value-added experience.

Marketing plan

MSO

BRAND

Classical; mainstream; high profile; conservative; successful

POSITION

Leading Australian classical orchestra

COMPETITORS

Other classical orchestras, recorded music, state theatre companies, television, radio

TARGET MARKET (for PAML only)

Australian education sector
Future sponsors and current funding partners
Existing audience

PRODUCT OBJECTIVES

Provide opportunities to increase public awareness of live performance.
Provide increase branding of both Orchestra and Markus Stenz in the global environment.
Increase sponsorship revenue.
Enhance profile amongst key stake holders.
Attract new audiences.
To maintain regular contact with current audiences and provide them with personal contact with the players and staff.
Provide cost-effective education opportunities for all Victorians.

DISTRIBUTION MECHANISMS

Web; broadband; free to air; cable