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Orchestra Positioning — Top 5 tips

So you’re an orchestra which mostly plays classical music? Ok that’s wonderful and I’m sure you are doing a great job! But there are thousands of orchestras in the world who are doing either the same thing or similar things as you. How do you position yourself in this busy market place and why is that important?

Positioning of your orchestra will help you to identify your direct and indirect competitors, which can help you to decide where you want to be in 3 years time, what you need to do to get there, and can assist with future programme planning.

Here are your 5 basic steps to understanding your current position and plotting your future:

• Who are you? — It is really important to make a list of the key facts about your orchestra so that you can have a clear image in your mind of what the orchestra currently is. This should include elements such as:

1. History- the foundation of the orchestra: when, where, why, how?
2. What do you currently offer in your programming
3. Do you do any outreach
4. Do you tour locally vs internationally
5. Do you have a chief conductor/guest conductor/no conductor/artistic director
6. Do you have internationally recognised soloists

• What is your vision — where do you…