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Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
Piano Forte Marketing Plan
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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  • This is a really good marketing plan indeed http://lifestylemall.blogspot.com/2011/12/used-pianos-for-sale-how-to-guide.html
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  • 1. PianoForte Foundation<br />Marketing Plan<br />12/9/2010<br />
  • 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 &amp; 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 &amp; raise awareness<br />Not enough money <br />Not enough staff <br />
  • 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<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<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&apos;s<br />Mandel Hall <br />Rockefeller Memorial Chapel <br />Unity Temple <br />Etc…<br />
  • 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<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<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<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<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. PianoForte Facebook – 354 likes<br />11<br />
  • 12. 12<br />Facebook Example – CSO (44,667 likes)<br />Perfect: “loves a beautiful night at the CSO”<br />
  • 13. PianoForte Twitter<br />13<br />
  • 14. 14<br />Twitter Example – CSO<br />3 tweets in one day…<br />
  • 15. 15<br />Twitter Example – Orchestra Fan <br />Free advertising for upcoming events – MUST connect to other enthusiasts!!!<br />
  • 16. PianoForte Foundation Blog<br />16<br />
  • 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<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<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. 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</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. 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. 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. 23<br />Marketing Timeframe<br /><ul><li>(2) Friend for Free
  • 29. (2) Free Tickets
  • 30. (1) Dinner with Tickets
  • 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. 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. THANK YOU!!<br />

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