BBE New Client Questionnaire

1. List three words that best describe your organization:
approachable, fun, forward thinking

2. What are the mission vision and values of the organization?
The Bach and Beethoven Experience creates an experience focused on turning performances into a social event by creating a conversation between musicians and audiences. Its’ an opportunity to cultivate the experience of the music and the people at the event on a deeper level. We value the personal connection between audience, performers, and music, and growing that through programming and fostering an atmosphere that is approachable, meaningful, and enjoyable.

3. What is your current market position and ideal future market share?
Chicago, the US, and the world are saturated with classical music ensembles. We could technically be labeled as “niche within a niche” because our performances are “historically informed,” which means we play on instruments that are 200-400 years old (or replicas of those instruments) and play in the style of the place and time that the music was composed. This is different than the Chicago Symphony Orchestra, Lyric Opera, and Music of the Baroque - which do not do historical performances. Chicago has several “early music” ensembles similar to ours, but they do not play with regularity: per season, typically Haymarket Opera does 2 shows, 3rd Coast Baroque does 2 shows, Newberry Consort does 3 shows.

While we are labeled as an “early music” or “historically informed” group just by the sheer definition of having period instruments, our goal is not to function like one or follow the same formula as an “early music” group, or even a classical group. Ideally, we would like to become the “movers and shakers” of early music (and classical music more broadly) in North America, with a strong Chicago-based and international following.

4. What emerging and/or popular trend(s) does the organization address?
Classical music concerts are on a steady decline for a number of reasons: ticket cost relevancy, saturated performance markets, aging audience, etc. We are looking to change the experience and the intrinsic value in coming to a live, classical music concert so that what one finds valuable in a Beyonce concert one can find in a classical concert.

5. Describe the products/services your organization offers:
We perform live concerts, and within that context we provide entertainment, education, and community. We also provide recordings of our concerts.

6. What benefits do your company’s products/solutions bring to the market?
Innovative programming not being done in other groups, such as Chicago Stories; opportunities for younger musicians to have an opportunity to perform; closer interaction between artists and audiences; rare and interesting instruments and unheard or new music.

7. List the top features and/or facts about your organization, and its value to target audiences. Identify three to five unique differentiators/strengths of your company.
Willingness to do out of the box things; personal contact with audiences; use of unique instruments; breaking the classical music concert experience mold; Unexpected programming

8. Who are your competitors?
Haymarket Opera, Newberry Consort, Third Coast Baroque, Music of the Baroque

9. What do you want your organization to be known for in the industry?
An experience that is innovative, fun, approachable and professional/high quality, and that makes other classical music industry pros asking, “How do they have such a large, enthusiastic, young fan base?”

10. If you had 60 seconds to pitch your organization to a new client, what would you say?
The Bach and Beethoven Experience wants to move the classical concert away from a “stuffy” and rigid event into a more personal, community-oriented music experience for audiences - the way that it used to be when audience members could shout and clap during “inappropriate” times, walk across the stage, and generally had a more intimate connection with the performers. Today, classical music seems to have, in many ways, lost its way and perpetuated a stuffy, stodgy atmosphere. We want to bring a revolution to classical music and forge our own path, choosing programming that creates an inviting atmosphere that makes everyone an integral part of the performance. It’s all about engagement in the people behind the experience - artists and audience - through the medium of social and meaningful music.

11. Describe your target audience.
Shifting… we traditionally try to attract people 20-50 years of age - a priority to engaging millennial and GenX.

12. What should be avoided in talking to these audiences?
We generally avoid specific political talk, although addressing contemporary issues (immigration, women’s rights, etc.) are a part of our programming when appropriate (re: Chicago Stories program). We also avoid overly academic/elitist talk.

13. How does your current audience and members view your organization?
Innovative and fun, but with the previous name “Bach and Beethoven Ensemble,” they were confused, thinking we did something else (re: sit down concerts of Bach and Beethoven). We’re in the middle of rebranding and re-messaging.

14. What does your audience value most about what your organization offers?
A good time - “That was fun and I want to do it again.”

15. Please give a brief outline of the scope of the project and list the primary deliverables:
We are looking for a new logo that captures our new name and our spirit. Something that is personable and approachable (so nothing wildly abstract) - almost something someone could draw if they wanted to because it is so simple. And something that, in some way, might be interactive — idea, being several components to a logo that could be used to indicate what kind of show we’re having (dancing, singing, instruments, art, etc.). If possible, 1) a relevant single image logo that could be fit into a square, 2) that same image with and without the name “Bach and Beethoven Experience” attached to it, and 3) if possible, a stacked vertical version and a sideways horizontal version.

16. What type of brand program have you had in place to date? Describe your current marketing strategy/communications program.
No clear plan; we now have a marketing expert on board helping us with our messaging. We used a lot of social media (FB and Instagram most, Twitter less so, just got on Snapchat). We try to get in the news and on the radio when possible, and have been featured in Early Music America, Huff Post, Chicago Tribune, RedEye, WFMT, WGN Radio.

17. What are you hoping to see represented in your new logo/identity?
Fun, approachable, timeless (not dated), forward thinking, (maybe even futuristic?)

18. Does your organization have a tagline?
In flux.

19. What are the measurable objectives of the project — benchmarks to measure progress towards goals (example: increase membership by 20% each year or media coverage…)
Being defined.

20. What tone or mood should the material adopt?
Fun but professional; refined but not stuffy

21. How will the material be used?
On all BBE-related materials online, in print, etc.

22. Will your brands/logos be registered trademarks?
99% sure that will be a no.

23. Is any of the material to be used already registered/protected?
No.

24. Please supply any examples of existing materials you may have.
Please visit bbensemble.org (Links to an external site.)Links to an external site. or find us on Facebook/Twitter/Instagram at @bbefamily

25. Are there any budget constraints that we need to be aware of?
No.