Brand Expertise
Wolf Trap Foundation for the Performing Arts
About Wolf Trap Foundation for the Performing Arts
Wolf Trap Foundation for the Performing Arts is a nonprofit organization founded in 1971 by Catherine Filene Shouse (1896-1994) that presents and produces a full-range of performance and education programs in the Greater Washington, D.C. area, as well as nationally and internationally. Wolf Trap is home to three performance venues, the Filene Center and Children’s Theatre-in-the-Woods at Wolf Trap National Park for the Performing Arts, and The Barns at Wolf Trap. It also programs and operates the Wolf Trap Opera Company, a premier residency training program, as well as arts in education programs for people of all ages. The Foundation’s activities are principally operated from the Center for Education at Wolf Trap. Located in Vienna, Virginia, the Center serves as a national, arts-in-education resource center for children, parents, educators and performing artists.
A First Time for Everything
Although Wolf Trap had successfully handled its own internal and external marketing and communications for years, the organization had expanded and reached a point where it felt an outside assessment of its efforts would be beneficial. Engaging a third-party to conduct an objective analysis might help the organization identify new opportunities as well as areas for improvement or advancement.
“We recognized that there were several misperceptions about who we were and what we had to offer,” says Lisa LaCamera, Senior Director, Communications and Marketing, Wolf Trap. “Many people didn’t realize the breadth and diversity of our programs and events, particularly from an educational standpoint.” She also adds that there was a prevalent belief that Wolf Trap was a commercial venue or solely a park-related government entity, not realizing that the Foundation is actually a nonprofit that relies heavily on contributed income to thrive.
“It was the first time we sought outside help in this area,” recalls LaCamera. “MarketPoint came highly recommended by several people.”
Despite those recommendations, Wolf Trap carefully considered several other marketing firms before making their final selection. MarketPoint’s knowledge, experience and level of engagement, among other things, helped seal the deal. “We ended up choosing MarketPoint because they were very professional with extensive expertise, had a comprehensive approach and a proposal that was in line with what we needed,” explains LaCamera.
Orchestrating Changes
MarketPoint’s approach incorporated both an internal and external
assessment of the organization’s communications. “MarketPoint
spent a month talking to key staff members and stakeholders before presenting
their analysis and recommendations,” she recounts. During that
time, MarketPoint worked to:
- validate and clarify internal perceptions about the organization’s desired market position
- analyze current external perceptions of the organization and identify constituent issues/perceptions to be addressed
- assess the effectiveness of existing communications across all venues and departments (with specific emphasis on the organization’s marketing, development and education materials)
- review and help redefine key messaging
- recommend changes to communications initiatives to improve effectiveness of the organization’s efforts
- evaluate appropriateness of the current staffing model in meeting the organization’s marketing and communications needs
MarketPoint offered a myriad of recommendations to help Wolf Trap improve its marketing and communications efforts, internally and externally. Chief among them was to implement specific ways to leverage the organization’s unique differentiator – what many have come to call “the Wolf Trap Experience” – by making small changes, such as including captions under images to help audiences better understand and connect with Wolf Trap and its offerings, as well as providing close-up images that evoke emotion and engage the viewer in the experience and action of the image.
Wolf Trap, through the encouragement of MarketPoint, refocused its message as well. “Now, we are more effectively highlighting the experience one can have through Wolf Trap – whether teacher, student, artist or patron – in our brand,” she says. “We’ve also shortened our donor newsletter to increase its impact at MarketPoint’s suggestion.”
LaCamera confirms that although Wolf Trap is implementing these changes internally, MarketPoint has been very supportive and attentive in that process. “When we have a question or hit a speed bump, MarketPoint is available and responsive in guiding us through it,” she notes.
A Communications Assessment is Music to One Organization’s Ears
“To date, we haven’t implemented all of MarketPoint’s suggestions,” explains LaCamera. “However, they serve as a solid guideline for refining our message and tactics to more effectively reach our target audiences. They’ve also enabled us to prioritize and implement them internally.”
So far, these small steps have elicited a more favorable reaction among Wolf Trap’s constituents. Moreover, operations have been streamlined as well. “At MarketPoint’s suggestion, we’re working to implement a knowledge management tool that will enhance the effectiveness of our internal communication,” LaCamera offers.
“It was a terrific process,” she concludes. “I loved the way they [MarketPoint] approached the whole project. They spent a lot of time listening to our concerns, goals and challenges, and really took the time to understand our programs and our audiences.” She says MarketPoint was very helpful in outlining key external communications issues and suggestions. “MarketPoint was extremely delightful to work with, and their vast marketing expertise is not only impressive, but invaluable.”