Pittsburgh Arts and Lectures/Drue Heinz Lectures competed with another popular subscription lecture series which was often confusing to potential subscribers, and negatively impacted subscriptions. In addition, many subscribers saw this venue as an enjoyable evening even if they are not familiar with the author. It’s “a night out.” Yet this aspect had not been integrated into the branding.
Marketing conducted research to assess the perceptions of the Drue Heinz Lectures with the competing series and sought input as to what made it unique. The overwhelming response was people saw these lectures as a social occasion as much as an author presentation, and that they saw it’s regular “Monday Night” schedule as unique and different from the competing series. “Monday Night at the Lectures” captured both the spirit of the evening as an “event” and highlighted the important difference from the competing venue, in that it occurred on Wednesdays. The venue was rebranded as “Monday Night at the Lectures” on all promotional materials and program books.
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