PIANOFORTE FOUNDATIONMarketing Plan

04/07/2023

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

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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

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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

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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…

A B

CD

PerformancePri

ce

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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 FacebookTwitterInstantEncore

FlickrWikipedia

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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.

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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

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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

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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

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PIANOFORTE FACEBOOK – 354 LIKES11

FACEBOOK EXAMPLE – CSO (44,667 LIKES)

Perfect: “loves a beautiful night at the CSO”

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PIANOFORTE TWITTER13

TWITTER EXAMPLE – CSO

3 tweets in one day…

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TWITTER EXAMPLE – ORCHESTRA FAN

Free advertising for upcoming events – MUST connect to other enthusiasts!!!

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PIANOFORTE FOUNDATION BLOG16

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)

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YOUTUBE EXAMPLE – CSO CHANNEL

Channel Views:24,068

Total Upload Views:228,299

Subscribers:693

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SIX MONTH MARKETING PLAN

Now its time to draw on of all those improvements…

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PLAN: Marketing budget: $2,000 Timeframe: December 1, 2010 – May 31,

2011 Centered around social media tactics

Inexpensive Utilizes existing accounts Increases awareness and word-of-mouth Targets younger audience

CONTESTS AND PROMOTIONS

Bring a friend for free promotion Via Twitter and Facebook to spread awareness “Mention this promotion when booking a ticket to reserve guest’s free seat” Rules: must RSVP one week prior to the concert, first come first serve, and

while seats are still available COST: $400/promotion

Free tickets contest Via Twitter and Facebook to spread awareness “First 10 to call in and use promo code PIANO will receive a free ticket to the

next concert” Perhaps include “must repost event invite” rule to win

COST: $200/contest

Drawing for dinner with the artist and free tickets Register on the website, promote via Twitter and Facebook Local restaurant may offer dinner for free Two tickets and dinner following performance

COST: $400 (if including dinner)

*COLLECT DATA THROUGHOUT!

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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

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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

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MARKETING TIMEFRAME

(2) Friend for Free (2) Free Tickets (1) Dinner with Tickets (1) High School Contest

Contests/Promotions Dec-10 Jan-10 Feb-10 Mar-10 Apr-10 May-10

Friend for Free         

Free Tickets         

Dinner & Tickets           

School Program           

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ROI METRICS

Ways to measure success of marketing endeavors:

Increase in ticket sales Increase in number of Facebook friends Increase in number of Twitter followers Increased understanding amassed from survey results Increased ranking online attributable to Google analytics

and consistent website optimization

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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

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THANK YOU!!