From Legacy to Language
Reimaging voice and promise for the nation's largest community music school.
Brand Messaging Campaign
MacPhail Center for Music
As the nation's largest community music school, MacPhail Center for Music has shaped lives for more than a century. As the organization grew in reach, relevance, and programming, a new opportunity emerged: modernize its messaging and unify MacPhail's voice across all touch points.​
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MacPhail's mission is to transform lives and strengthen communities through inspirational music learning experiences.
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My Role
Strategist, Writer, & Project Lead
As the messaging strategist, I led the development of core brand language—aligning voice, purpose, and promise.
My deliverables included:​
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Brand proposition
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Brand promise
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DEI statement
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Strategic messaging guide
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...securing organizational alignment, endorsement, and adoption.
The Strategy:
Reframe Tradition to Reflect Transformation
Through deep exploration of MacPhail's programs and values, we developed authentic messaging that balances tradition with transformation, serving the 6,500+ students enrolled in traditional tuition-based lessons and classes, as well as 8,600+ participants in tuition-free community programs.
Key Deliverables
Brand Theme:​
Changing Lives with the Power of Music
Brand Proposition:
MacPhail Center for Music transforms lives through exceptional music education experiences that are accessible to all ages, abilities, and backgrounds, combining classical tradition with innovative approaches.
Brand Promise:
MacPhail promises distinctive, personalized music learning experiences that inspire growth, promote well-being, and create paths for self-discovery.
Tagline:
Find Your Sound
MacPhail's Distinction:
We’re committed to sharing our expertise in all we do. From our outstanding faculty and highly credible programs to our iconic building and performance halls, developing creative and inspired lifelong music learners is our passion.
DEI Statement:
Diversity is Inherent in Music and Essential to its Future.
As the largest community music school in the nation, MacPhail Center for Music takes seriously its responsibility to create a better world through music education. Access to high-quality learning experiences is at the heart of our organization, as is offering opportunities to learn about music from around the world.
The Power of Music
Day in and day out, students and MacPhail teaching artists join to create an innovative model of music instruction that combines the best of classical music tradition with evolving world music. MacPhail believes that when all students are included, performance quality transforms. Students of all ages and backgrounds are welcomed and encouraged to embrace life long learning.
Key Messaging Points with Supporting Text
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1. Faculty Excellence
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Supporting Text: "One of the top reasons our students say they love MacPhail is because of the special relationship they have with their teachers. Our faculty connects with each student, taking time to understand your individual goals and learning styles." [...] "MacPhail Center for Music is home to world-class teaching artists who bring their rich professional backgrounds into the studio."
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Messaging Application: Highlight MacPhail's faculty as personalized mentors with real-world expertise, emphasizing the deep connections and tailored guidance that empower students.
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2. Innovation & Program Diversity
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Supporting Text: "MacPhail offers individual music lessons and group classes on more than 35 instruments and in voice, composition, electronic music, and the recording arts." [...] "MacPhail serves all ages, abilities, and experience levels. Lessons are offered in five locations and online."
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Messaging Application: Emphasize MacPhail's comprehensive and accessible musical landscape, showcasing the breadth of offerings and flexible formats that cater to diverse needs and interests.
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3. Inclusivity & Access
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Supporting Text: "As the largest community music school in the nation, MacPhail Center for Music takes seriously its responsibility to create a better world through music education. Access to high quality learning experiences is at the heart of our organization, as is offering the opportunities to learn about music from around the world." [...] "Students of all ages and backgrounds are welcomed and encouraged to embrace lifelong learning."
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Messaging Application: Stress MacPhail's commitment to democratizing music education and celebrating global musical diversity, positioning it as a welcoming and accessible institution for all.
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4. Transformational Impact
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Supporting Text: "To transform lives and strengthen communities through inspirational music learning experiences." [...] "MacPhail promises distinctive individual and shared music learning experiences that unite us, inspire us, and lead us down new paths of self-discovery." [...] "Our distinctive individual and shared musical learning experiences inspire growth, promote well-being, and launch new paths of self-discovery."
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Messaging Application: Focus on the profound personal growth and well-being fostered through MacPhail's unique musical experiences, highlighting its impact beyond technical skill development.
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5. Community Building
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Supporting Text: "We believe music has the power to transform, inspire, heal, and create community. Each year, MacPhail presents more than 400 concerts and events at our six locations, showcasing student, faculty, and visiting musicians.
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Messaging Application: Showcase MacPhail as a vibrant hub for musical connection and collaboration, emphasizing the shared experiences and community fostered through its diverse events and inclusive environment. (Retention)
