Summerfest Concerts is a Chambers Orchestra of Kansas City that provides the community with performances in the summer, and does community outreach in the winter months.
1. What is the single purpose of Summerfest?
to perform for and interact with the community
2. Who is the target audience?
the Kansas City area
3. What does the audience expect from Summerfest?
pleasing music, a cultural experience
4. What are Summerfest's core values?
local, community, relatable
5. What are the long-term goals?
establish a long-term audience, broaden the audience, more energy and advertising
6. What distinguishes them from competitors?
all members are Kansas City-based, play the music of new and living composers, community-outreach
Brand Attributes:
- more informal than formal
- more public than intimate
- more modern than classic
- more warm than cool
- more adult than child
- more sophisticated than naive
- more organic than industrial
- more urban than rural
- more reserved than edgy
- gender-neutral
- affordable
- regional
Word Association:
calm, professional, community, grassroots, creative, casual, interactive, cultural, contemporary, warm, common, local, year-round, stability, comfort, success, leisure, relaxation
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