Founded in 1964, Jazzmobile seeks to keep alive and strengthen the heritage of Afro-Latin jazz, a uniquely American art form, through quality performances and educational programs. Sensing a deterioration in its reach in connection with its 45th Anniversary, Jazzmobile engaged NESC to prepare a total communications plan aimed at bolstering its brand awareness, appealing to a broadened range of ethnic and age groups and, just as importantly, increasing its revenue opportunities.
The NESC Solution
NESC consultants developed a comprehensive and multi-faceted marketing program to heighten Jazzmobile’s visibility while at the same time create new revenue potentials. They presented specific ideas to attract both younger and older audiences and to bring their mobile bandstand to targeted venues that would increase exposure to more varied ethnic groups concentrated in different locations within the New York area. NESC designed a detailed advertising and public relations strategy for Jazzmobile. Particular attention was paid to expanding the website and devoting much more effort to other Internet-related marketing and communications initiatives.