Role Market Researcher

About

This was a special academic project for the Florida Symphony Youth Orchestra (FSYO). The project was done as a team with:

Chrissy Schreiber Christian Panier
James Cowan Ben Taklow Ethan Weiss

The Florida Symphony Youth Orchestra had identified an opportunity for growth within their concert attendance. Concerts had an average of 1,000 guests and usually the audience was made up of student’s parents or other family members. The organization’s Director, Briana Scales, suspected that this could have been due to a lack of brand awareness for FSYO programs and general household name beyond the greater Orlando area.

objective

The main objective of this research was to gain insight into why brand awareness was so low surrounding FSYO and if this is the driving factor on why concert attendance was so low.

We wanted to research insight into the behavior of the population surrounding FYSO to see if this would reveal telling signs that would help us better understand the issue. We did this by structuring a survey with Qualtircs.

The survey assessed different components of concert attendance and brand awareness. Brand awareness components included brand resonance, lifestyle, preferred marketing channel, imagery, and current participant analysis. Concert attendance components included location, ticketing, consumption experience, musical preference, and substitutes.

Brand awareness was analyzed to assess at which stage non-attendees are in the marketing funnel. We understood that this would ultimately shape how these potential customers would be best reached in order to increase 2021 concert attendance.

Different elements of the concert experience were analyzed in order to see if potential improvements could be made or if there were other causes for low attendance can be found.

We understood as much as possible from the limited time given, FSYO's target segment's actions, opinions, and behaviors. All insights can be found in the deck presented above. With these results in mind, the team came up with a few different ways the FSYO team could use to improve brand awareness and concert attendance.

soultions

The main objective of this research was to gain insight into why brand awareness was so low surrounding FSYO and if this is the driving factor on why concert attendance was so low.

We wanted to research insight into the behavior of the population surrounding FYSO to see if this would reveal telling signs that would help us better understand the issue. We did this by structuring a survey with Qualtircs using market research best practices.

We expected to understand as much as possible surrounding our target segment's actions, opinions, and behaviors. All insights can be found in the deck presented above. With these results in mind, the team came up with a few different ways the FSYO team could use.

platforms worked with

Due to the marketing outreach efforts done on the ground, between local brand partnerships and online via Twitter and Facebook.

Startup Weekend Orlando reached top talent of entrepreneurs for the second year in a row. The 2018 winners of SWORL went on to win the best pitch and startup of Techstars Global Startup Weekend 2018!