cayuga chamber orchestra

Cayuga C hamber

O rchestra

marKetINg aND meDIa PLaN FOr the

sPrINg 2013

sarah DuchaNO, JeNN burgess, JacLyN cherI, DOmINIque brOwN, mONIFa brOOKs, DarreN mcgee

MARKET ANALYSIS

CCO’s Cross Promotional Mix 1.Lackscollaborationwithotherschoolsand communityorganization.

• Whalen• DowntownIthacaAlliance• LocalVenues

2.Website• “cookie-cutter”approach• Lacksadequatemultimedia• Lackssignificantcontent

Competitor’s Unique Marketing Tactics 1. RPO

• CollaborationwithEastmanSchool• WebsiteLink• ActiveBlog• PromotionalMagazine

2.HangarTheatre• SeasonalProgramming• NewerWorks• HighProfile

3.KitchenTheatre/AlbanySymphony• InterviewsWithMembers• ActiveYouTubechannel

Competitor’s Websites 1.DanSmallsPresentsWebsite

• Engaginglayout• Updatedactively• Graphics&MMcontent

2.KitchenTheatre/Hangar• ActivelyUpdate• GalleryofImagesofPerformances

3.Pandora&Spotify• Onlinestreamsofmusic• Appealtoyoungeraudience

Competitor’s Community Presence 1.LimitedCommunityInvolvement 2.RPOExample

• Communityandfamilyevents• Specialprogramsforlocalschools

3.HangarTheatre• EventsforChildren• Opentocommunityvolunteers

Current Audience 1.Age50+ 2.MenandWomen 3.White 4.Affluent,CollegeEducated 5.ReceptivetoCCO’scurrentmediamessages

Primary Target Audience 1.Millennials 2.Age18-24 3.Digitalnatives 4.Livesrunbytechnology 5.Informationavailableatownconvenience 6.Workandsociallifefocused 7.ModernMediaConsumers

• Smartphone• Email• Internet• SocialMedia

8.BestReached:Flexible

AUDIENCE ANALYSIS

Secondary Target AudienceA.SilentGeneration 1.Age71+ 2.HealthyandActive 3.DirectMediaConsumers 4.Face-to-facecommunication 5.Formalwrittenlanguage 6.TraditionalMediaConsumers

• Radio,Television,Billboards,Magazines,DirectMail

6.BestReached:DaytimeB.BabyBoomers 1.Age50-70 2.Modern&TraditionalMediaConsumers

• SocialMedia,Email,Smartphones,Radio,Television,Billboards,Magazines,DirectMail

3.BestReached:Weekends

MEDIA OBJECTIVES & STRATEGIES

MARKETING OBJECTIVES & GOALS

There are several problems that the CCO faces. These include: 1.Notenoughattendeesatevents 2.Alimiteddemographicofcurrentattendees

The goals of our plan are based on solving the problems that the Cayuga Chamber Orchestra is currently facing: Goal #1: IncreasetheCCO’spresencewithintheIthacaCommunity Goal #2: IncreaseattendanceatallCCOevents

• ThiswillincreaserevenueforCCO Goal #3: Expanddemographicdiversityofattendees

• Thecurrentaudienceismainlyanolderdemographic• Ayoungerdemographicneedstobeobtained• Thecurrentaudienceneedstobemaintained

Goal #4:Holdeventsthroughouttheyeartostayrelevantinaudienceminds

A.MediaObjective:Obtainayoungeraudience MediaStrategy: 1.Engagingandentertainingmedia 2.Eventstargeteddirectlytowardthem

B.MediaObjective:Retainanolderaudience MediaStrategy: 1.Traditionalmediathathasahighcompositionofolderaudiencemembers 2.Eventstargeteddirectlytothem

MEDIA TACTICS: OVERVIEW

TheCCOshouldmaintainapulsingmediaschedule,withalowlevelofgeneralpromotionthroughouttheyearandburstsofactivityleadinguptomajorevents.

General promotions include: 1.Short,engagingFacebookpostsatpeak hoursoftheday 2.Tweetsmultipletimesperweek 3.VideosofpastshowsuploadedtotheCCO’s YouTubechannel 4.Afresher-lookingmonthlynewsletter emailedtosubscribersandpostedonthe CCO’swebsite 5.Orchestramember“spotlights”

Promoting events: 1.OutdoorsilentfilmatCornellorIthaca College

• PostontheCCO’sFacebookpage• Adsinlocalmovietheaters,includingCinemapolisandCornellCinema• BuyairtimeonWICB’sJazzImpressionspecialtyshow

2.PerformancesattheSixMileCreek Vineyard

• PrintadvertisementsarounddowntownIthaca• WICBandCayugaRadioGroup

3.Children’sstoryaccompaniedbytheCCO• Out-of-home(postersinlocallibraries,museums,andschools)• Directmailtoinfluentialmembersofschoolsystem,includingparents

4.Academy-Awards-themedconcert• PostersanddigitaladsonICcampus• EventreminderonIC’sIntercom• VideopostsontheCCOFacebookpage• Twitterposts

5.Localrestaurantpartnership• Directmailinvitation• Radioadvertising• Facebookpromotions

GENERAL PROMOTIONS

Reach Frequency TAI Cost to Produce Units Total CostSocial Media Facebook 2600 260 676000 $0.00 $0.00

Twi1er 160 208 33280 $0.00 $0.00YouTube 160 12 1920 $0.00 $0.00

Trad;onal The Ithacan 8000 3 24000 $55.50 3 $166.50Cornell Daily Sun 16000 4 64000 $87.00 4 $348.00

Online Newsle1er Online 175 4 700 $0.00 $0.00

Direct Mail Newsle1er Direct Mail 375 4 1500 $0.91 1500 $1,365.00TOTAL 801400 TOTAL $1,879.50

• Facebookpostswillbemadeeveryweekfor52weeks,5timesaweek.ThesepostswillbemadeonSunday,Tuesday,Wednesday,ThursdayandSaturdayatnoon.

• Twitterpostsalsooccurfor52weeks,twiceaweekonMondayandFriday.Thesepostswillbemadeatnoonand6pmonthosedays.

• QuirkyYouTubevideosshouldalsobepostedatleastonceamonth.Eachofthesevideoswillalsobesharedonotherformsofsocialmedia.

• TheIthacanandCornellDailySunwillalsorunadsabouttheCCOintheirnewspapers.Throughouttheyear,3adswilloccurintheIthacanand4adswillappearintheCornellDailySun.

• WeplantocontinuetheCCONewsletter,butweplantopublishanissue4timesayear.Thesenewsletterswillbemailedtohouseholdswhorequestit,sentviae-mailandpostedonlinetobesharedthroughsocialmedia.

Allofthesegeneralpromotionswillhelpaidinthepulsingstrategyofthiscampaign.Anypromotionsdoneforeacheventwillbedoneinconjuncitionwiththepromotionsalreadyinplace.

NumbersFacebook:TheCCOhas260FacebooklikesxAveragenumberoffacebookfriendssomeonehasTwitter:RoughestimateofhowmanyTwitterfollowersstheCCOwouldhavewhentheTwitteraccountisfirstcreated.160isbasedonsimilarlysizedorchestra’sTwitterfollowers.Youtube:160isbasedonsimilarlysizedorchestra’sYouTubesubscribers.

TheIthacan:8000asthereadershipwascalcuatedbyfactsgatheredfromIthacanstaffmembers.4,000copiesofeachissueareprintedandabout4,000morepeoplearepassalongreadersofeachissue.$55.50peradisbasedonaquarteradpriceobtainedfromtheirratecard.CornellDailySun:16,000peopleareinthenewspapersreadershipand$87.00isbasedonaquarterad.Bothnumberswereobtainedfromtheirratecard.

NewsletterOnline:TheCCOcurrentlyhas175subscriberstotheire-mailnewsletter.NewsletterDirectMail:TheCCOcurrrentlyhas375subscriberstotheirnewsletterthatwillbesentdirectlytotheirhomes.$0.91iscalcuatedbyaddingtheprintingandpostagecostsofthesenewsletters.

WINERY EVENT

• AllCayugaRadioGrouppromotionswillbegin2weeksbeforetheevent.QCountryandLiteRadiospotswillhappenoccuronSaturdayorSundayandZ95.5willplaythespotaround6pmonFridays.

• WICBonlydoesunderwriting,sooureventwillbementionedonFridaysbetween4and6pmduringtheCountdowntotheWeekendandwillrunfor3weeksbeforetheevent.

• 411x17posterswillbehungonbulletinboardsontheCommons.Theseposterswillbeposted12daysbeforetheevent,andapermitshouldbeobtained.

NumbersCayugaRadioGroupStations(QCountry,LiteRadio,Z95.5):Reachwascalculatedbythestationandgiventousoverthetelephone,aswellasthepriceofa30secondspot.

WICB:Giventousbyanexecutiveboardmember,WICBhasroughly1500listenersduringthemostpopularshows.$12wasalsoaroughestimategiventousbythestation.

Posters:1500potentialviewerswascalcuatedbytheDowntownIthacaAlliance.Theytoldusthatroughly1.1millionpeoplevisitIthacaeachyear,dividethatby365daysandthensplitthatnumberinhalfbasedonthepeoplethatareonlyvisitingcollegesgivesus1500uniquepotentialviewersoverthecourseof12days.

ThiseventwillbehappeningatSixMileCreekVineyardonthelastweekendinJune.Theattendeesoftheeventwillreceiveaninvitationinthemailaround3weeksbeforetheeventwillbetakingplacesotheyhavetimetoRSVP.ThiseventwillallowtheCCOtoreachtheirolderaudiencethroughmusicaswellaswine.ListeningtomusicwhiledoingsomethingsociallikeawinetourorwinetastingwillbeacreativewayfortheCCOtogainmoreawarenessinthecommunity.

Reach Frequency TAI Cost to Produce Units Total Cost

Tradi9onal Q Country 7900 2 15800 $35.50 2 $71.00Lite Radio 97.3 7715 2 15430 $35.50 2 $71.00Z95.5 7500 2 15000 $35.50 2 $71.00WICB 1500 6 9000 $12.00 6 $108.00

Out of Home Posters 1500 4 6000 $0.81 4 $3.24TOTAL 61230 TOTAL $324.24

SILENT MOVIE

• Additonalpostsonsocialmediawillbemadeeveryotherday2weekspriortotheevent.Thesepostswillbemadearound8pmatnight.

• Oneradiospotwillbeplayedperweekdaystarting2weeksbeforetheeventduringJazzImpressionsonWICB.

• 8.5x11posterswillbeposted2weeksbeforetheeventonallbullitenboardsonbothIthacaCollege’sandCornell’scampususes.

• LargefoamcoreposterswillbepostedinCinemopolis’andCornellCinema’slobbiestwoweekspriortotheevent.

• Duringpre-moiveadvertisments,anadwillplaybeforeallscreeningsatCornellCinema2weeksbeforetheevent.

NumbersFacebook:TheCCOhas260FacebooklikesxAveragenumberoffacebookfriendssomeonehasTwitter:RoughestimateofhowmanyTwitterfollowstheCCOwouldhavewhentheTwitterisfirstcreated.160isbasedonsimilarlysizedorchestra’sTwitterfollowers.

Radio(WICB):Giventousbyanexecutiveboardmember,WICBhasroughly1500listenersduringthemostpopularshows.$12wasalsoaroughestimategiventousbythestation.

Print(OnCampus):27831arethepopulationsofbothIthacaCollegeandCornellUniversity.$0.40isthecosttoproduce8.5x11posters.

MovieTheatrePoster:1080istheaveragenumberofattendeesatfeaturefilmshowingsthatareexpectedoverthetwoweekswewouldbepromotingthisevent.

OnScreenAdveritsing:1080istheaveragenumberofattendeesatfeaturefilmshowingsthatareexpectedoverthetwoweekswewouldbepromotingthisevent.$2.78istheaveragecostperunitforouradvertismenttoplaybeforeeachfeaturefilmfortwoweeks.

Reach Frequency TAI Cost to Produce Units Total CostSocial Media

Facebook 2600 5 13000 $0.00 5 $0.00Twi3er 160 5 800 $0.00 5 $0.00

Tradi;onalRadio 1500 5 7500 $12.00 10 $120.00

Out Of Home Print: On Campus 27831 2 55662 $0.40 160 $64.00

Movie Theater Poster 1080 1 1080 $30.00 4 $120.00On Screen AdverJsing 1080 1 1080 $2.78 18 $50.04

TOTAL 79122 TOTAL $354.04

TheCCOwillholdanoutdoorconcertwheretheyprovideasoundtrack toasilentfilm.Thiseventwill takeplace on an evening in late August / early September to capitalize on goodweather and a large potentialaudience.Thistimingwill allowboth familiesandcollege students in thearea to takepart in theevent.Toholdthisoutside,theCCOwillneedtorentan inflatablemoviescreen,whichhasbeenbudgetedfor inourmediaplan.TheCCOmaychoosetoaddvendorsorothercompaniestotheevent inordertocompletetheexperience.ThiswillallowtheCCOto increaseawarenessamongmembersofbothof their targetmarkets.

CHILDREN’S STORY

• Aweekbeforetheevent,flyerswillbedistrubutedtoElementarySchoolsandMiddleSchoolsintheIthacaArea.Thesefilershaveinformationabouttheeventandwillbegiventoeachstudenttotakehome.

• Allother11x17posterswillbeprintedanddistributedtotheTompkinsCountyPublicLibrary,SciencenterandtheMuseumoftheEarthtobepostedontheircommunitybulletinboardsamonthbeforetheevent.

• AttheTompkinsCountyPublicLibrary,alargefoamboardposterwillbemadeanddisplayedonastandinthefoyerofthelibrary,amonthbeforetheevent.


Out of Home Flyers for Schools 2596 1 2596 $389.40 1 $389.40Library Posters 1333 3 3999 $0.81 3 $2.43Library Foamboard 1333 1 1333 $30.00 1 $30.00Sciencenter Posters 300 3 900 $0.81 3 $2.43Musuem of the Earth Posters 200 3 600 $0.81 3 $2.43


NumbersFlyersforSchools:2596arethenumberofstudentsenrolledinIthacaareaElementarySchoolsandMiddleSchools.$389.40isthecosttogetenoughfliersprintedforeachstudent.

LibraryPosters&Foamboard:1333isthenumberofpeoplewhowalkintotheTompkinsCountyPublicLibraryonadailybasis.Thepricesfortheseareestimatesofhowmuchitwouldcosttogetthesepostersprinted.

SciencenterPosters:300isthenumberofpeoplewhovisttheSciencenteronadailybasis.Thecosttoproduceisbasedonthecostofprintingtheposters.

MuseumoftheEarthPosters:200isthenumberofpeoplewhovisitthemuseumonadailybasis.Thecosttoproduceisbasedonthecostofprintingtheposters.

ThroughdiscussionswiththeCCO,andfromourownresearch,wehavefoundtheimportanceofintroducingyoungchildrentoclassicalmusic.Ifchildrenhaveexperiencewithclassicalmusicfromayoungage,theywillcontinuetoappreciateitastheygrowolder.ThisiswhatwehopetoachievewiththeChildren’sStoryevent,wheretheorchestrawillplaypiecesthatfitalongwithastoryline.Thestorywillbeprojectedontoascreenabovetheorchestraastheyplaysothattheaudiencewillbeabletoreadalong.Thiseventprovidesanengagingwayforayoungeraudiencetoattendaclassicalmusicconcert,andbegintofosteranappreciationfortheart.

THEMED CONCERT

• Therewillbe6mentionsinIthacaCollegeIntercom,ane-mailblastthatgoesdirectlytoallIthacaCollegestudentsandstaff.TheseblastsoccuronMonday,WednesdayandFriday.Thesewillbegintwoweekspriortotheevent.

• Videoswillbepostedonsocialmediaoutletsat3pmeverydaytheweekbeforetheevent.Possiblevideoscouldbeofscenesfromthemovieswhosescoreswillbeshowcasedattheevent.

• 11x17posterswillbepostedontheIthacaCollegeCampusforallstudentsandfacultytoseeoneweekpriortotheevent.Locationsinclude:allresidencehalls,CampusCenter,ParkSchoolofCommunications,SchoolofBusiness,SchoolofMusic

• 2digitalscreens(oneintheParkSchoolofCommunicationsandoneintheSchoolofMusic)willadvertisetheeventbeginningoneweekbeforeforallstudentsandfacultytosee.Thereisanadverageofabout10messagesperscreen,andeachpasserbywillseethemessageabout4times.


OnlineIntercom email roundup 7449 6 44694 $0.00 $0.00

Social Media Facebook 2600 7 18200 $0.00 $0.00Twi?er 160 7 1120 $0.00 $0.00

Out of Home Posters 7000 4 28000 $0.81 100 $81.00Digital screens 7000 1 7000 $0.00 $0.00


NumbersIntercom:7449istheamountofstudentsandfacultywhorecievetheIntercome-mailblasts.

Facebook:TheCCOhas260FacebooklikesxAveragenumberoffacebookfriendssomeonehasTwitter:RoughestimateofhowmanyTwitterfollowerstheCCOwouldhavewhentheTwitteraccountisfirstcreated.160isbasedonsimilarlysizedorchestra’sTwitterfollowers.

Posters:7000isaroughestimateofhowmanystudentsandfacultyareoncampusatonegiventime,thisnumberwasderivedfromthetotalpopulation,aswellassubtractingstudentswhoarecurrentlystudyingabroad.$0.81istheamountitwouldcosttoproduce11x17posters.

DigitalScreens:7000isaroughestimateofhowmanystudentsandfacultyareoncampusatonegiventime,thisnumberwasderivedfromthetotalpopulation,aswellassubtractingstudentswhoarecurrentlystudyingabroad.

ThiseventwillbeheldinoneofIthacaCollege’sperformancehallsintheSchoolofMusic.TheCCOwillcompileasetlistofmusicfromtheyear’sfilmnominations,aswellasthesoundtracksfromwell-knownOscarwinnersfromthepast.InadditiontothemusiciansintheCCOperforming,theseconcertswillalsofeatureIthacamusicstudents.

RESTAURANT PARTNERSHIP

• TheDirectMailpiecewillbesenttoeveryonewhoiscurrentlyontheCCO’scurrentmailinglist.Itwillbesentout6weeksbeforetheeventandcontainalltheinformationneededtoattend.

• SocialmediaadvertismentswillbepostedontheResturant’sFacebookpagestarting3weeksbeforetheeventdate.Thiswillbroadentheaudienceofpotentialsttendees.

• 3advertismentswillbeplacedintheCornellDailySunstarting2weeksbeforetheevent.• QCountrywillair30-secondadvertismentsduringthemorningcommunteonTuesdayand

Thursdaybeforetheevent.• LiteRadiowillair30-secondadvertismentsbetween4to6pmontheMondayandWednesdayprior

totheevent.

NumbersDirectMailInvitation:TheCCOcurrrentlyhas375subscriberstotheirnewsletterthatwillbesentdirectlytotheirhomes.$205.31isthecosttoproduceandmailtheinvitations.

Facebook:Theresturantweplantopartnerwithhas397FacebooklikesxAveragenumberoffacebookfriendssomeonehas.

CornellDailySun:16,000peopleareinthenewspapersreadershipand$87.00isbasedonaquarterad.Bothnumberswereobtainedfromtheirratecard.

CayugaRadioGroupStations(QCountry,LiteRadio):Reachwascalculatedbythestationandgiventousoverthetelephone,aswellasthepriceofa30secondspot.


Direct Mail Direct Mail Piece 375 1 375 $205.31 1 $205.31

Social MediaRestaurant Facebook Promo=ons 3970 14 55580 $0.00 $0.00

Tradi<onal Daily Sun 16000 3 48000 $87.00 3 $261.00Q Country 103.7 7900 2 15800 $32.50 2 $65.00Lite Radio 97.3 7715 2 15430 $32.50 2 $65.00

TOTAL 135185 TOTAL $596.31

TheCCOwillpartnerwithalocalrestauranttohostawinetastingdinnerinlateFebruaryorearlyMarch.Participantswillpayinadvancetoattendthedinner.LivemusicalselectionsfromtheCCOwillaccompanycustomersdinnersattheysiponwineandenjoytheambiance.Simeon’s,alocalrestaurantinTheCommons,isapotentialvenueforthistypeofpartnershipduetotheoldworldatmosphereandtheowner’sinterestinsuchanevent.

CA

MP

AIG

N S

CH

ED

UL

E

May-‐09

Jun-‐09

Jul-‐09

Aug-‐09

Sep-‐09

Oct-‐09

Nov-‐09

Dec-‐09

Jan-‐10

Feb-‐10

Mar-‐09

Apr-‐09

TAI

Cost

Face

book

7627

80$0

.00

Twi2

er35

200

$0.00

Yout

ube

1920

$0.00

TOTAL:

$0.00

WIC

B10

500

$228

.00

Cayu

ga Rad

io G

roup

7746

0$3

43.00

TOTAL:

$571.00

Corn

ell D

aily Sun

5440

0$6

09.00

The Itha

can

2400

0$1

66.50

TOTAL:

$775.50

Poster

s71

190

$574

.93

Mov

ie The

atre

s21

60$1

70.04

TOTAL:

$744

.97

E-‐m

ail

4539

4$0

.00

New

sle2

er70

0$0

.00

TOTAL:

$0.00

Even

t Inv

itaTo

ns37

5$2

05.31

New

sle2

er15

00$1

,365

.00

TOTAL:

$1,570.31

Out of H

ome

Online

Direct M

ail

Social M

edia

Radio

New

spapers

TOTAL IMPRESSIONS

BUDGET

9%

19%

68%

4%

Out of Home Impressions

Tradi9onal Impressions

Social Media Impressions

Online Impressions

1,185,379 Total Audience Impressions

9%

19%

68%

4%

Out of Home Impressions

Tradi9onal Impressions

Social Media Impressions

Online Impressions

71%

29%

0% 0%

Out of Home Cost

Tradi7onal Cost

Social Media Cost

Online Cost

71%

29%

0% 0%

Out of Home Cost

Tradi7onal Cost

Social Media Cost

Online Cost

$3,661.78Total Media Cost

$4,461.78Total for Media & Cost of Events

Anextra$800isaddedfortherentalofthejumboscreentobeusedduringthesilentmovie.

SOURCES

AmericanFactFinder.UnitedStatesCensusBureau.Retrieved2013,April25fromhttp://factfinder2.census. gov/faces/tableservices/jsf/pages/productview.xhtml?pid=DEC_10_DP_DPDP1

(2012).AdvertisingRates2012/2013.TheIthacan.Retrieved2013,April20fromhttp://theithacan.org/multi media/ads/adrates.pdf

BeverlyJ.MartinElementarySchool.GreatSchools.Retrieved2012,April25fromhttp://www.greatschools. org/new-york/ithaca/1275-Beverly-J-Martin-Elementary-School/

CornellCinema.(2013,April25).Phoneinterview.

TheCornellDailySun.TheCornellDailySun.Retrieved2013,April20fromhttp://cornellsun.com/ files/2012-2013%20Rate%20Booklet_1.pdf

DirectorofMembershipatSciencenter.(2013,April25).Phoneinterview.

Fairfax-Ozmun,Connie.(2013,April25).Phoneinterview.

Grossman,Nancy.(2013,April25).Phoneinterview.

Johnston,Shelagh.(2013,April25).E-mailinterview.

O’Neill,Megan.(2011,June23).TheBestTimestoPosttoTwitterandFacebook.SocialTimes.Retrieved2011, April26fromhttp://socialtimes.com/infographic-reveals-the-best-times-to-post-to-twitter-facebook_ b67570

TompkinsCountyPublicLibraryCirculationDesk.(2013,April25).Phoneinterview.

cayuga chamber orchestra

Documents