CHALLENGE

Berklee College of Music operates five music programs under the Berklee City Music umbrella. However the purpose of each program was unclear to students, parents, and educators. So in 2014, Berklee’s leadership engaged Amplify to craft a ten-year vision statement for City Music, and develop core messaging around each program.

SOLUTION

Amplify conducted interviews and research sessions with seven stakeholders, including senior Berklee leaders, music teachers, and parents of participating students. We distilled the City Music purpose into a ten-year vision statement, and crafted descriptions for each of the five music programs. Four years later, the messaging we created is still being used—verbatim—by the Berklee organization.

Example:https://www.berklee.edu/city-music.