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

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

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

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

29. (2) Free Tickets

30. (1) Dinner with Tickets

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!!