Branding/Integrated Marketing Communications/Launch Events

Situation/Goal:
Formerly known as the Old Orchard Beach Pavilion, Seaside Pavilion needed some help to become better known in southern Maine as a high-quality performing arts venue. We began working with them in late 2008 to develop a plan for redefining their brand and building their image with residents and tourists in Maine.

Strategy & Solution:
We first conducted a brand discovery process, which entailed interviewing patrons, volunteers, board members, and employees of the Pavilion. We also analyzed their competitors, as well as other noncompetitive similar venues doing great things. From there, we develop a new name, logo, tagline, followed by a communications plan for the 2009 season.

The first step was to plan and coordinate launch events – both internal and external allowing us to communicate the new brand to the key stakeholders of Seaside Pavilion. This kicked off the season with a bang and lead to event advertising, public relations efforts, event brochure, social media, and guerilla marketing activities.

Outcome/Results:
A greater number of people attended the shows at the Pavilion than did in 2009, and more people became aware of the Seaside Pavilion. We’re currently in the process of evaluating specific results of our campaign.

In collaboration with Huard Marketing