Press Kits & Websites - The Power & The Glory

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Workshop for the University of Colorado College of Music - Sept. 2012

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Press Kits & Websites - The Power & The Glory

  1. 1. Press Kits and Websites:The Power and The Glory Holly Hickman Up Tempo Marketing www.uptempomarketing.com www.twitter.com/HollyCHickman Copyright  Up Tempo Marketing
  2. 2. Press Kits Well‐written biography  (not too long) Consider both full and short versions of your bio  (be your own editor) Professional photos – both headshots and in action,  casual and formal. Get creative! (Must be  high‐resolution, 300‐dpi and somewhat recent) Reviews and quotes Audio and video content Press release(s), résumé, repertoire list Contact info Hard copy and electronic versions Copyright  Up Tempo Marketing
  3. 3. Writing Your Bio   (from Writing a Douche‐Free Bio, Copylicious.com)Prep Tips1. Set a timer for 30 minutes.  2. Answer the questions in a conversational style  (start with a free‐flowing brainstorm, don’t judge).3. Let your answers sit for a while. Then bold the answers  that seem interesting, unexpected, insightful, profound,  or just plain feel like you. Copyright  Up Tempo Marketing
  4. 4. Writing Your Bio: 12 Questions When it becomes clear (from Writing a Douche‐Free Bio, Copylicious.com) that no one else shares  your level of passion,  1. How did you arrive at this business?  What path brought you here? you are where you belong.  2. What are you known for professionally?  ~Placido Domingo What do you have a knack for? 3. Who have you worked with in the past?  And what have you done for them? 4. What are you most passionate about professionally?  What most excites you about your work and the  contribution you can make? 5. What are you passionate about personally?  What do you really enjoy? What can’t you stop talking about? Copyright  Up Tempo Marketing
  5. 5. Writing Your Bio: 12 Questions…continued(from Writing a Douche‐Free Bio, Copylicious.com) 6. Where can we find you when you’re not working?  What’s your favorite way to spend a weekend or a  Sunday afternoon? 7. How long have you been doing what you do? 8. Where did you grow up and why aren’t you there now? 9. Any nonprofits you love and why? Volunteer activities  you’re crazy about? 10. Any awards or medals?  11. What would be impossible for you to give up? 12. How do you want to be remembered? Copyright  Up Tempo Marketing
  6. 6. Writing Effective Press Releases 1. Create your own letterhead/logo 2. Keep it short (1 to 1.5 pages if you can) 3. Include contact info, headline, sub headline 4. Answer who, what, when, where and why 5. Include pullquote(s)  6. Include links 7. Boilerplate ‐ short “About Us” paragraph at the end 8. Consider multimedia services like PitchEngine (track stats,  embed multimedia, tag content, drive traffic to your website,  Facebook integration, and other benefits) 9. Create a media list with all contact info and preferred format  for materials Copyright  Up Tempo Marketing
  7. 7. Web Content Management Systems (CMS) • Wordpress • Joomla • InstantEncore.com • Benefits include template designs, browser  interface (anyone can update), modules and  plug‐ins to enhance functionality, either free or  inexpensive Copyright  Up Tempo Marketing
  8. 8. Criteria for Websites • Easy to navigate • Easy to keep updated • Easy to add functionality • Utilizes dynamic content • Content is easy to share • Reflects your unique brand • Provides a central clearinghouse for all online  information about you – “a circle of stones” Copyright  Up Tempo Marketing
  9. 9. Print/ Circle e‐brochures TV/radio Direct mail of StonesSocial Media Blogs Web & Facebook Web Site e‐mail  Twitter campaigns YouTube Other Videos/ podcasts/ Online  mobile/ fundraising live  streaming Public  relations Copyright  Up Tempo Marketing
  10. 10. Website Examples • Michael Christie – music director‐conductor www.michaelchristieonline.com • Michael Samis – cellist www.michaelsamis.com • Greg Sandow – classical music consultant, writer,  teacher, composer, thought leader www.gregsandow.com  • Boulder Philharmonic www.boulderphil.org Copyright  Up Tempo Marketing

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