This was a semester long project that I completed in my Junior year at Herron School of Art + Design. This book documents the process I went through researching and analyzing the Indianapolis Symphony Orchestra's current brand and marketing strategies. While I was encouraged to engage the ISO throughout various phases of the project (particularly the research phase), I wasn’t working directly with the organization.
HOW I RESEARCHED
I started gathering research from a wide variety of sources. I began at the closest level by gathering information about the internal workings of the ISO: Their history, the services they offered, their internal attitudes, and more. Finding information at a local level came next. What is the context of the ISO within the greater Indianapolis community? Who is their competition? How did the people of Indianapolis view the Indianapolis Symphony as a whole? I gathered primary ethnographic research by conducting a small survey as well as finding secondary statistical data. I then zoomed out and looked at the Indianapolis Symphony from “30,000 feet.” I researched orchestras from around the world and what their situations were. I researched the current economy, social trends, and how technology effected those two. This part of the research helped me analyze the Indianapolis Symphony Orchestra in a more well-rounded way. How do social trends and the economy effect orchestras today? How is it effecting the ISO here in Indianapolis? From this analysis I was able to define a problem and present the Indianapolis Symphony with some opportunities and ideas they could possibly implement.