Piano Forte Marketing Plan
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Piano Forte Marketing Plan

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Marketing plan for PianoForte Foundation developed for certificate in Multichannel Marketing Communications at DePaul University.

Marketing plan for PianoForte Foundation developed for certificate in Multichannel Marketing Communications at DePaul University.

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  • 1. PianoForte Foundation
    Marketing Plan
    12/9/2010
  • 2. 2
    PianoForte Foundation
    Mission Statement
    To revitalize the classical and jazz piano culture by nurturing an intimate connection between audience and artists.
    Goals
    Create awareness
    Expose classical and jazz piano music to a younger audience
    Points of Distinction
    Unique up & coming classical, jazz and experimental performances in Midwest
    Relaxed intimate setting
    Easy access and inexpensive
    Predicaments…
    Need to attract a new younger audience & raise awareness
    Not enough money
    Not enough staff
  • 3. 3
    Current Repertoire
    Over 60 classical and jazz piano concerts per season at three intimate locations
    One free concert on the first Friday of every month
    Salon Series
    Experimental Piano Series
    Schubertiade Chicago
    Once a year in January
    Up to 60 performances in one day
    Chicago Amateur Piano Competition
    Once a year in May
    International competition
    Great opportunity for PR
    WDCB Jazz Salon
    Aired on 90.9fm WDCB Public Radio
  • 4. 4
    Challenges
    Attitudes and behavior
    Perception: these types of concerts are for the wealthy because they are expensive
    People may not be familiar with the proper etiquette
    Audience is unfamiliar with the artists or music
    Direct competition in the marketplace
    Lyric Opera
    Chicago Symphony Orchestra
    PianoForte Resources
    Funding
    Staff
  • 5. 5
    A
    B
    Price
    D
    C
    Performance
    Other Competition
    Chicago music venues:
    (A) Ravinia
    (B) Chicago Symphony Orchestra
    (C) DePaul Concert Hall
    (D) PianoForte Foundation
    Chicago Cultural Center
    Symphony Center
    Nichols Concert Hall at the Music Institute of Chicago
    Pick-Staiger Concert Hall
    Columbia College Chicago Concert Hall
    Fulton Recital Hall
    Harris Theater for Music and Dance
    Jay Pritzker Pavilion
    Katerina's
    Mandel Hall
    Rockefeller Memorial Chapel
    Unity Temple
    Etc…
  • 6. 6
    Current Marketing Tactics
    Brochure
    Direct mail (including e-mails)
    Total database of 5,000 names
    Current mailing database 1,000
    Data on only 600 contacts
    Radio
    Monthly broadcasts on 98.7 WFMT and 90.0 WDCB
    PianoForte website
    Social media
    YouTube
    Facebook
    Twitter
    InstantEncore
    Flickr
    Wikipedia
  • 7. 7
    PianoForte is currently using many marketing tactics, including those in the digital space.
    However, these tools need to be used more effectively to provide a consistent message and relevant information.
  • 8. 8
    Improvements…
    Brochure
    Should be more of a “teaser”
    Clean it up visually by including only key events
    Drive more traffic to the website, Facebook or Twitter for more information on organization and more events
    Reduced number of pages = cost less to print
    Survey
    Develop a survey for distribution to current mailing list of 6,000 each year
    Will provide a yearly baseline of awareness
    Great response thus far on current survey! Key findings:
    Only 10% use Facebook and Twitter
    Only 35% listen to or know of performances on WFMT
    Email Communications
    Monthly newsletter
    Place current issue on website (archive earlier issues)
    Include links to PianoForte website and other online sources
    Short and concise
    Calendar of events
    Brief reviews of past events
    Concert promotions and reminders
  • 9. 9
    Website
    * PianoForte expects to receive a grant of $10,000 for a website redevelopment.
    Make the website as intimate as the performances…
    Remove the initial email signup pop-up
    Organize and streamline content
    Update events page
    Update navigation bar
    Sign up for emails
    Donate now
    PianoForte FAQ
    Volunteer
    Highlight involvement in the community (pianos for schools)
    Highlight artists who have performed at PianoForte
    Offer a print-at-home or email-out option for the brochure
    Keep all information current
    Currently, the latest story is from 2008
    Utilize Google analytics
  • 10. 10
    Social Media Tactics
    Facebook
    Update with the latest news and event information
    “Befriend” all performing artists and music bloggers/professionals
    Utilize Facebook Events in order to help spread the word through “friends” or friends of “friends”
    Engage “friends” by asking for artist opinions or suggestions
    Twitter
    Aim to post a tweet at least once a day
    Update with the latest news and event information
    “Follow” all performing artists and music bloggers/professionals
    Share interesting links, stories, videos, etc regarding the industry – become the piano/classical and jazz expert’s voice
    Blog
    Work on it or delete it…
    Aim for one blog entry at least twice a month
  • 11. PianoForte Facebook – 354 likes
    11
  • 12. 12
    Facebook Example – CSO (44,667 likes)
    Perfect: “loves a beautiful night at the CSO”
  • 13. PianoForte Twitter
    13
  • 14. 14
    Twitter Example – CSO
    3 tweets in one day…
  • 15. 15
    Twitter Example – Orchestra Fan
    Free advertising for upcoming events – MUST connect to other enthusiasts!!!
  • 16. PianoForte Foundation Blog
    16
  • 17. 17
    Social Media Tactics
    YouTube
    Create a PianoForte Foundation channel
    Link to the channel often through Facebook, Twitter and the website
    Get releases and upload videos of past performances
    Wikipedia
    State information on the PianoForte Foundation and its mission, not of pianos
    Include links to all available communication channels and other pages of interest
    Flickr
    Rename current page
    Put on NAV bar so pictures are one click away
    Apply link through Facebook and Twitter
    Update after every concert
    InstantEncore
    Significantly under-utilized!
    Negotiate more visibility (logo, sponsored events)
  • 18. 18
    YouTube Example – CSO Channel
    Channel Views:
    24,068
    Total Upload Views:
    228,299
    Subscribers:
    693
  • 19. 19
    Six Month Marketing Plan
    Now its time to draw on of all those improvements…
    PLAN:
    • Marketing budget: $2,000
    • 20. Timeframe: December 1, 2010 – May 31, 2011
    • 21. Centered around social media tactics
    • 22. Inexpensive
    • 23. Utilizes existing accounts
    • 24. Increases awareness and word-of-mouth
    • 25. Targets younger audience
  • 20
    Contests and Promotions
    Bring a friend for free promotion
    Via Twitter and Facebook to spread awareness
    “Mention this promotion when booking a ticket to reserve guest’s free seat”
    Rules: must RSVP one week prior to the concert, first come first serve, and while seats are still available
    COST: $400/promotion
    Free tickets contest
    Via Twitter and Facebook to spread awareness
    “First 10 to call in and use promo code PIANO will receive a free ticket to the next concert”
    Perhaps include “must repost event invite” rule to win
    COST: $200/contest
    Drawing for dinner with the artist and free tickets
    Register on the website, promote via Twitter and Facebook
    Local restaurant may offer dinner for free
    Two tickets and dinner following performance
    COST: $400 (if including dinner)
    *COLLECT DATA THROUGHOUT!
  • 26. 21
    Contests and Promotions
    1st Chair High School Contest
    Target: 1st chair students (11th and 12th grade only) and Band and Orchestra conductors
    Target 14 of the 151 high schools in CPS (22 neighborhood, selective, military and career; 29 charter) either by location or school’s music program
    Contest:
    One 1st chair from Band and one 1st chair from Orchestra wins two free tickets to May 1st concert
    Contestants will play a 5 to 10 minute selected piece and music department instructor will choose the winners
    Collect data on music departments, contestants and/or parents
    Distribute invitations via email, including contest rules and instructions and PianoForte background information
    Cost: $560
  • 27. 22
    Marketing Plan
    Total six month plan
    2 Ticket giveaways = $800
    Assuming 20 people respond to promotion per giveaway
    2 Contests = $400
    First 10 respondents per contest
    Dinner drawing = $240
    $40 for two free tickets, estimated $50pp for dinner
    High School contest = $560
    $40 in tickets/per 14 schools
    TOTAL COST = $2,000
  • 28. 23
    Marketing Timeframe
    • (2) Friend for Free
    • 29. (2) Free Tickets
    • 30. (1) Dinner with Tickets
    • 31. (1) High School Contest
  • 24
    ROI Metrics
    Ways to measure success of marketing endeavors:
    Increase in ticket sales
    Increase in number of Facebook friends
    Increase in number of Twitter followers
    Increased understanding amassed from survey results
    Increased ranking online attributable to Google analytics and consistent website optimization
  • 32. 25
    Lastly…Additional Resources
    Interns (high school or college)
    Marketing Intern
    Art Design Intern
    Photography Intern
    Volunteer organizations such as Taproot Foundation
    Cooking school partnership for appetizers
    Dance students during concerts
  • 33. THANK YOU!!