InConcert Sierra: Why this 64-year-old organization refreshed its name and look
What’s an organization to do when it loses its own branding?
InConcert Sierra, founded as the Twin Cities Concert Association in 1946, decided it was time for a change when everyone else in town adapted its moniker and some started superseding the association in recognition.
“Twin Cities Church had such a huge congregation and a huge marketing campaign that people started thinking we were part of the church,” says InConcert Sierra Executive Director Julie Hardin. “We were flooded with phone calls and invoices that didn’t belong to us. We decided if we have to do it, this is the time.”
The rebranding process wasn’t a cakewalk: it took five years and faced tremendous opposition, some of its own board members included, but in the end, was worthwhile.
“It really has put new breath into the organization,” Julie says. “It’s given the board of directors and the volunteers empowerment to feel like the organization is a new organization that belongs to them, rather than an entity that was started in 1946 by somebody else.”
InConcert Sierra’s image makeover spawned new energy, new recognition and new excitement
“The new look has taken the stuffiness out of it,” Julie says. “We’re not a classical music society, we’re a fun music presenter. Peggy gave our logo and all our collateral a really unique fresh look. She’s an amazing graphic designer and we have such a great rapport.”
When it came time to launch a new Web site to match the new look, Julie says she was so impressed with the ThreeDames she persuaded the board to hire us.
“Three Dames got me to sit down and think about what we are, who we are, how do I want to market it, what is the look, who am I going after – all of those really important questions that you needed to sit down and answer, but often when you’re running a business you don’t take the time ask and answer,” Julie says.
Asking those big-picture questions helped InConcert Sierra realize not only the quality but also the quantity of its musical performances.
“The Web site really opened up for us that we have five series happening, instead of just one, and that was huge,” Julie says. “[As TCCA,] we were just a small nonprofit that presented a few concerts each year, and now, we’re being recognized for all the concerts we’re doing.”
Increased sales, sponsorships and status with a new brand
Concert ticket sales are up by 10 percent and InConcert Sierra has a new local radio show called “The InConcert Sierra Hour” – both of which Julies says stem from InConcert Sierra’s new name, look and recognition.
Donations have increased and sponsorships are up too, according to Hardin.
“I think increased sponsorship can be attributed to the fact that our branding just looks so much better, thanks to ThreeDames,” Julie says. “A Steinway shop called Sherman Clay of Roseville is sponsoring us and sending up a concert Steinway for our solo pianist on our next series. It just kind of gives you a little more credibility, and they feel the same way that they are given more credibility by being associated with us.”
InConcert Sierra’s new name and look gives it license to grow, something it was inhibited from doing as TCCA, says Julie who is excited about all the new possibilities: more shows, more variety, more educational outreach and even a new performance venue.
“We’re hoping that with the growth of InConcert Sierra and the strength of it in the community, we will be seen as a major player and that might help us to get a community performing arts center,” Julie says, which would mean another performance venue and education center.