Embed Size (px)
Citation preview
Marketing and Communications
Our Presenter: Anne Longmore
• 25+ years of experience in marketing and public relations for cultural organizations
• MA in Arts Administration • Director of Marketing for Toronto
Mendelssohn Choir since 2009 • Developed TMC’s webcasting initiative • Sessional professor in the post-graduate
Public Relations program at Humber College
What we’ll cover
• The 4 Ps of marketing and your choir’s brand
• Audiences / Stakeholders
• Strategic Communications planning
• Online communication tools and techniques
WHAT IS MARKETING?
American Marketing Association Definition
“Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
• Marketing is all about CREATING RELATIONSHIPS
• It’s not an add-on. It is part of the thinking and decision-making of the organization.
YOUR BRAND AND PRODUCT
Your brand
• Your logo, colours and imaging in your print material and online
BUT more than that • the promise of a certain type of experience
and level of quality. • the emotional and psychological connection
you have with your stakeholders and audiences.
The 4 Ps
Products: You can own it. You can save it for later.
Services: Experiential, ephemeral. It’s gone.
Does everything you do -- and your patrons’ experience with your
organization -- support your brand?
Product
• The repertoire you are performing
• Chorister dress
• Other concert elements – Pre-concert chat – Refreshments at intermission – Post-concert reception
Price
• Ticket prices – Different seating categories – Seniors or Youth pricing – Discounting
• How do your prices compare to other choirs in your area or other concert and entertainment options?
Place
• Where are you performing?
• Is the venue convenient, comfortable, suited to the repertoire?
• Church venues?
Promotion
• Is your message consistent and clear?
• Does it create accurate expectations?
• Are your messages relevant to your audiences?
People
• Patrons make judgments about service provision and delivery based on the people representing your organization. – Box Office – Greeters
Process
• The systems used to deliver the service
• Audition process?
• Box Office process? – Is it easy for your patrons / is it intuitive / does it
match with their experiences elsewhere?
Physical Evidence
• your concert programs
• a video of the performance
TSO listening guide to Mozart’s Symphony #41 created by Hannah Chan-Hartley.
Consumer Journey
WHO ARE YOUR AUDIENCES AND STAKEHOLDERS?
Community
Choral community
Potential singers, donors and patrons
Current patrons
Donors / Funders
Board and Singers
What defines them?
– Age or life stage – Education or knowledge – Interests – Previous experiences or behaviours – Income – Where they live or work – What media they consume
Who is your audience?
• Identify for your choirs – who are your key audiences? – why? – what do you know about them?
• Discuss at tables - similarities and differences in your audiences
Key audiences Why is the audience important?
Key facts about the audience
What else would you like to know?
1.
2.
3.
4.
How do you learn about your stakeholders?
• Observe them
• Ask them / Conduct research
• Read other research – Published by your region’s arts council – Chorus America’s Intrinsic Impact Research
• Test your tactics
STRATEGIC COMMUNICATIONS PLANNING
1. Situation Analysis
SWOT Analysis
Factors you can control
Factors you CAN’T control
Strength Positive concert reviews
2900 email addresses
Weakness Emails for 1/3 of
audience No online seat selection
Opportunity Large TSO audience
Canada 150 Celebrations
Threat Few reviewers
2 other choirs doing Elijah Nov 5
Strength
Weakness
Opportunity
Threat
1. Situation Analysis
2. Identify your communication objectives
What do you want your audiences to DO or THINK?
• Become more aware of the Choir and its activities • Become more aware of the Choir’s need for
financial or volunteer support • Listen to Choir’s music / buy a CD • Purchase tickets to a concert • Donate • Read program notes or watch a video • Share what the Choir is doing with their networks • Become an advocate for the Choir
1. Situation Analysis
2. Identify your communication objectives
3. Identify your audiences and key messages
Identifying TMC’s circle of connections
1. Situation Analysis
2. Identify your communication objectives
3. Identify your audiences and key messages
4. Develop communication strategies and tactics
5. Outline budget and critical path
6. Evaluate
Your Strategic Communications Tools
Integrated Communic
ations
Media Relations
Advertising
Print Materials
Direct Marketing
Internal Events
Website
Social Media
Word of mouth
Different tools for different audiences TMC survey: “How did you learn about this concert?”
Communication tool Under 45 45-64 65 and over
Invitation from chorister 36% 20% 9%
Email 26% 22% 28%
Website 13% 22% 9%
Social media 10% 5% 1%
Season brochure 5% 23% 43%
Multiple channels needed
Priorities on a small budget
• Build community
• Choristers and Board as advocates – Provide info and tools to help them be advocates
• Online
– cost-effective and large reach and ability to target – share information / promote concerts and events
77,000 website visits
40,000 video views (webcasts and YouTube)
25,000 orchestral concert patrons
5600 Social Media followers & email addresses
3700 Concert patrons
400 Workshop participants
350 Choristers Subscribers Board Donors
USE YOUR WEBSITE AS THE HUB OF YOUR ONLINE COMMUNICATION
• Concerts • Choir concerts • Singing workshop • Classical music • Choral concerts • Choral music videos • Church music videos • Rent music • Borrow choir music
• Programme notes • Local choir • Choir workshop • Bach • Mozart • Carmina Burana • Youth choir • Music education • Volunteer
Tell your story and further your mission Visitors to your website can find out: • More about your organization and its people • Concert details • What other people think of your concerts or recordings • What the choir sounds like • More about your repertoire • How to
– Audition – Donate – Buy tickets – Buy CDs or download music tracks
Create & maintain a content-rich website that reflects you and furthers your mission Get people to visit your website Make it easy for them to stay engaged with you to build your online community
Step #1
What content are you creating for your patrons, the media, local
students, or your own choristers?
• Taking video or photos of rehearsals or concerts
• Writing programme notes for your concerts • Issuing media releases • Being reviewed in the media or on blogs
What content is created by others that might be of interest to
your followers?
Looking for Programme Notes?
• British Choirs on the Net has an extensive library of programme notes that you can use
http://www.choirs.org.uk/prognotes/index.htm
Keep it current
Add Multi-media
You Gotta Sing, Halifax
Pro Coro, Edmonton
Chorus Niagara, St. Catharines
Make it mobile friendly!
TARGETED CONTENT FOR TARGETED AUDIENCES
Step #2: Drive visitors to your website
Search Engine Optimization (SEO)
Google Ad Grant
Email Marketing
Referrals from other
websites
Print materials
Social Media
Step 3: Make it easy to stay connected with you
• Give web visitors different ways that they can get the information they want from you – Email – Social media – Postal mailing
• Get people’s email addresses and their permission to use them – Email sign up on your website – Collect email addresses
from ticket purchasers or event attendees
– Ballots for entry into a draw
• Include links to your social media handles – on your website – In your emails – list them on your print materials
Email Best Practices - Content
• Easy to scan
• Keep it brief and focused
• Clear call to action
• Link to more information
Email Best Practices - Lists
• Keep CASL in mind
• Segment your lists – send people information on the things they are
interested in
• Unsubscribe option
Measure your Email efforts
• Is your list growing?
• Are unsubscribes increasing or decreasing?
• Open rate of emails
• Click through rate of emails
Email Benchmarks
Provider of stats
Industry Open Rate
Clicks Unsubscribe
MailChimp Music and Musicians 23% 3%
Constant Contact
Art, Culture and Entertainment 16% 8% 0.1%
Marketing Profs.com
Entertainment 20% 12% 0.1%
BUILD COMMUNITY ON SOCIAL MEDIA
Social media helps build community around your organization because of a shared love of
choral music
Help your community to be advocates
• Social media posts and links make it easy for
your choristers, your guest artists, your supporters, and your patrons to share your info with their networks
1. Follow and engage with others in the community
2. Post interesting material
3. Link – to your website from your posts – to your social media sites from your website & emails
4. Share content from others
– acknowledge them using @ and #
Share content that will be of interest in your community – be a thought leader. Connect your followers with other interesting content.
Curate content. Provide context and amplify content. Become
‘the choral music source’ for your audience
Don’t forget cats
SOCIAL MEDIA TOOLS
What tools does your choir use? What do you use them for?
Share info & promote Photos Video/Audio
Facebook Instagram YouTube
Twitter Pinterest Vimeo
LinkedIn Soundcloud
Hootsuite
Forum Research on Canadian Internet Users
80-20 Rule
70-20-10 Rule
Social Media Posts
Add valueSharePromote
WHAT TO SHARE FROM OTHERS?
Some ideas on what to share
• Relevant articles – Psychological benefits of singing – Challenges to arts education in your region or nationally – Profiles of choral composers
• Videos
– Flash mobs – Humour – Repertoire you will be performing – Soloists who will be part of your concert
• Other ways to enjoy choral music
– DSO Live Stream concerts – Minnesota Public Radio Choral streaming – CBC choral music streaming
Use content from others to tell YOUR story.
Pinterest Boards
YouTube Playlists
More ideas?
• Share your social media successes
• What types of social media posts have you
used that engaged your audience, attracted new followers, etc.
Facebook, Twitter & Instagram Ads
• Boost posts • Create ads • Target recipients • Low budget
ONLINE COMMUNICATIONS PLANNING – IN SUMMARY
Identify Choir’s objectives that can be supported through online communications
Create and share rich online content
Actively drive visits to your website and social media accounts
Create opportunities for people to easily stay engaged with you online – creating community
Monitor clicks, engagement and activity to refine your plan
Monitoring Results
• Which roads are getting people to your website? –Google Analytics
• How many people are opening your emails and clicking on links?
–Stats from your Email program
• Which social media posts are being seen, liked and shared?
–Social media insights
Host Sponsor:
Major Sponsors:
Supporting Sponsor:
Resources for CMI – Marketing & Communications
• Practical guide to creating and maintaining a content-rich choir website and social media streams: http://choirwebsitetips.weebly.com/
• Article on Canada’s Anti Spam Legislation http://www.creativetrust.ca/2014/07/anti-spam-spam/
• Google Ad Grants (free Google text ads for non profits) www.google.ca/intl/en/grants/
• Test that your website is mobile-friendly https://www.google.com/webmasters/tools/mobile-friendly/
• How to improve your email marketing (from Ceci Dadisman’s Chorus America Conference presentation) www.slideshare.net/cecidadisman
• An online communication plan template https://upleaf.com/nonprofit-resources/strategy-design/communication-plan-template
• Article on improving your SEO https://www.classy.org/blog/7-seo-tips-nonprofit-cant-afford-ignore/
