Boston Symphony Orchestra
The Client
A major institution in the classical music industry and the Boston arts landscape, Boston Symphony Orchestra presents a myriad of programming from its city home at Symphony Hall to its summer home at Tanglewood. At the time of our engagement, the BSO was at an exciting point of change within its marketing division with a leadership transition and an appetite for evolution.
The Need
We were brought in to evaluate the team’s overall strategies and models of team collaboration. In particular, we were tasked with assessing team structure and practices, to ensure that all had kept pace with the shifts in arts marketing practices in recent years. The outcome of the work would contain a recommended team structure and operational workflows, as well as a change management plan created in collaboration with the BSO’s technology consultant Allison Fippinger Hamilton. All was designed to build on the team’s many strengths while supporting their future development.
The Process
The consulting team:
undertook a thorough review of current marketing strategies, materials and budgets
met with internal and external stakeholders, to gain a full understanding of current practices and to identify opportunities for change (this involved a mixture of in-person and remote meetings in Boston and at Tanglewood – where anyone would enjoy working!)
The Results
The consulting team delivered:
a recommended reorganization of the marketing team into four distinct verticals reporting into senior leadership, designed to the specific needs of the BSO
recommendations for improved workflow between these teams to enable more focus to be given to overarching strategy and customer experience rather than tactical execution
a detailed change management plan (developed in collaboration with the BSO’s technology consultant) and full job descriptions for new and refocused roles
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