Pro Arte Musical
Pro Arte Musical is the oldest cultural non-profit organization in Puerto Rico. For more than 87 years, the organization has offered access to quality musical experiences to diverse populations, with virtuous artists of recognized international career. Annually, Pro Arte Musical presents a season of concerts and operates the ‘Música Abierta’ program, an educational and outreach initiative that has impacted more than 5,000 people in the past 5 years.
Changing Perceptions and Moving the Needle in Puerto Rico’s Cultural Ecosystem
In 2016, Rosalía was engaged to develop and execute a multi-year marketing and communications strategy promoting Pro Arte Musical’s annual season of chamber music performances and its educational and community programs. For years, the organization had suffered from the stigma of being a kind of elite and exclusive musical society. In addition, his membership and ticket sales for his concerts had dramatically declined. They did not have a staff person with expertise in marketing and it was urgent to renew and activate their profiles on social networks and the web.
Client:
Year:
2016 - 2020
Job:
Marketing Planning & Execution | Branding | Collateral Design | Community Engagement | Storytelling | Digital Strategy | Event Production | Web & SEO
A strategic approach
As specialist in the cultural and artistic sectors, I believe in a strategic brand, marketing and design approach that understands the influential role to play for all cultural organizations: igniting the will to protect and evolve our society and inspiring the next generations.
Following this vision, I have encouraged Pro Arte Musical to consider their work and mission from new perspectives, create compelling communications, and establish connections with a broader audience.
As marketing and communication consultant, I became one of the team to work in management areas such as budgeting and fundraising, as well as outlining marketing strategies, creative communication, social media management, branding, collateral design, production of content, web & SEO and consultation on the production of events and live concerts.
A new website
We help cultural institutions use technology to connect with their audiences. In the case of Pro Arte Musical, we developed a new website that tells how music can empower people and communities to achieve more, showcases the annual season and programs, and describes the organization’s impact in Puerto Rico’s cultural history.
The webpage also offers quick links to ways users can support the organization, how to become a member and to sign up and get involved with upcoming concerts.
Season Program Book
We developed a range of print materials as part of the overall marketing efforts of the organization. But, of all, the season book is the most important piece. The program not only reflects the branding of Pro Arte Musical, but also serves as souvenir or memorabilia for members and the general public. These season books are also distributed online through their website and social media profiles.
Deliver
Driving so many components of Pro Arte Musical’s strategy has allowed us to take a holistic approach to increasing the organization’s visibility and brand reputation, while also progressing toward bottom line goals. We’ve seen awesome measurable increases in potential media impressions, web traffic and new web contacts as a result of our work. For example:
