Piano Forte Marketing Plan


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

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Piano Forte Marketing Plan

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