Since 2009, the Harmony Project has connected thousands of people across social divides through the arts, education, and volunteer community service.
Evolving from an annual choir concert into an organization with dozens of programs, Harmony Project struggled to evolve it’s messaging to accurately convey its current role in the community. Notably, almost all stakeholders – choir members, concert-goers, community investors, and advocates – simply refer to Harmony Project as a choir – diminishing its broad reach and the value delivered to the community.
THE HARMONY PROJECT ASKED GEBEN TO IDENTIFY AN OWNABLE POSITIONING BETWEEN ART AND SOCIAL JUSTICE.
Geben analyzed a mix of quantitative and qualitative data to understand disconnects in messaging and scientifically identify Harmony Project's true white space and positioning. We began with interviews of representatives from the board, choir, partner programs, and funders. Then, our strategists analyzed psychographic information about the target audiences – based on their social media habits and content – to uncover insights that would shape Harmony Project’s long-term strategy.
Findings + Recommendations
Geben’s findings shed light on topics Harmony Project’s messaging should weave into its positioning, the “spaces” within various social justice topics where Harmony Project fits, and the identification of diverse programming categories to create visibility outside its renowned concerts.
Based on these findings, we developed 16 specific action items to streamline communications, infuse creative marketing, and broaden Harmony Project’s appeal community-wide, including:
· Developing a messaging platform to tell the organization’s full story
· Creating new programming based on audience interests we uncovered via social analysis
· Campaign ideas to broaden its appeal to generate more donors, partners and participants
· Creative ways to utilize the channels where its target audience is already spending time
Harmony Project put the insights into action immediately, reshaping grant applications and event strategies. Additionally, equipped with intelligence based on data (not just instincts!), leadership can confidently implement new initiatives, maximize growth opportunities, and accurately position the organization for long-term growth. In other words, as Harmony Project Director David Brown said, Geben’s insights work “gave them the tools to not just survive but thrive.”