American spending on art events have not changed since the 1970s; when the spending is adjusted to inflation. Studies undertaken in the 1980’s indicated that attendance of classical music concerts have been on the decline. Further, the classical music concerts have faced dwindling government support since the 1980s. Due to the above facts, the symphony orchestras in the US have focused on ways of increasing the audience base. The attendance picture of concerts nationally is that approximately 15% of the total population have attended at least one orchestra concert (Knight Foundation, 2002). The demographics of the attendance is mostly white, over 65 years, women and with incomes above $150,000 per year (Knight Foundation, 2002). The most important characteristic of the specific market of the symphony orchestras is the devotion of the subscription patrons of the symphony orchestra. The integrated communication plan are Facebook and blogs –primarily the use of social media as well as the existing Symphony Orchestra website. The use of Facebook and blogs will be focused on the intensification and enhancement of the participation of Symphony Orchestra in social media through the development of a unified voice; that publishes desirable content on the blog and on Facebook, especially due to the limited budget of Symphony Orchestra. Facebook page will entail the use of incentives for instance if a person clicked ‘Like’ button, they will get a discount code which they can apply when making purchase of tickets. They will get massive amounts of information about the people who are performing. The blogs will be optimized with key words and integrated into the Symphony Orchestra webpage; as a means of boosting the ranking of Symphony Orchestra in natural search. The blog will feature posts on the upcoming events as a means of provoking analysis and engagement on the performers, composers and music. Through the adoption of the plan, it is estimated that after approximately 6 months, the audience numbers at Symphony Orchestra will start to increase.
Table of Contents
1. Introduction
2. Issue
3. Target
4. Background/ Literature Review
4.1 Review of what has been done before with similar organizations
4.2 Characteristics, trends and histories of this specific market
4.3 Target audience and consumer behaviors
5. SWOT analysis
6. Plan
7. Summary
Research Objectives and Themes
The primary objective of this work is to develop an integrated communication plan for a symphony orchestra to increase audience attendance and community engagement. By analyzing demographic shifts, market challenges, and consumer behavior, the research aims to establish a strategic framework using social media and content marketing to foster long-term audience relationships.
- Integrated marketing communication strategy
- Audience development and retention
- Digital transformation in performing arts
- Psychographics and consumer decision-making
Excerpt from the Book
Background/ Literature Review
Various symphony orchestras in the US and globally have undertaken diverse strategies as a means of increasing the levels of attendance. SAS (an acronym for a symphony orchestra in the US state of Texas) founded in 1939 is an example of a Symphony Orchestra that was faced with the similar challenge of dwindling performances (San Antonio Symphony, 2019). SAS placed greater emphasis on the growing of the audience through subscriptions – aimed at forming and fostering long-term relationships. The long-term relationships helps in the cultivation of sustainability and loyalty of the audiences. The subscribers get a number of benefits such as priority seating, as well as get the first notice of special events and future seasons. Since price had been determined to be major barrier to the attendances, SAS focused on giving discounts of 50% to first time subscribers and 30% discount if they renew. For the subsequent years, there is a 10% discount. The subscription model offers a money back guarantee if the audience member does not enjoy the performance. SAS developed what is called “You Pick Three” where the patron purchases 3 tickets for three performances at a discount (SAS, 2019). Once a person attends three concerts, they will keep coming back; to enjoy the luxuries of the subscription. SAS managed to achieve 80% single ticket attendees and 20% subscribers.
Summary of Chapters
Introduction: Outlines the necessity of an integrated marketing plan leveraging social media and blogs to improve audience awareness and attendance at the symphony orchestra.
Issue: Identifies critical challenges faced by the orchestra, including irregular attendance, limited funding for marketing, and difficulties in engaging younger demographics.
Target: Analyzes the demographic and psychographic profiles of the desired audience, specifically focusing on individuals aged 30–60 who value status and cultural participation.
Background/ Literature Review: Examines successful marketing strategies from other orchestras and reviews current trends in classical music consumption and audience motivation research.
SWOT analysis: Evaluates the organization's internal strengths and weaknesses alongside external opportunities and threats to inform strategic decision-making.
Plan: Details the proposed integrated communication strategy, focusing on Facebook engagement, RSVP-driven commitments, and SEO-optimized blog content.
Summary: Concludes the proposed strategy by highlighting the primary evaluation metrics and the projected timeline of 6 months for achieving measurable growth.
Keywords
Symphony Orchestra, Audience Development, Integrated Communication, Relationship Marketing, Social Media, Facebook, Blog Marketing, Consumer Behavior, Utility Theory, Audience Retention, Classical Music, Subscription Model, Digital Marketing, Marketing Strategy, Community Engagement.
Frequently Asked Questions
What is the core focus of this research?
The research focuses on creating an integrated communication and marketing plan designed to revitalize audience numbers for a symphony orchestra through digital outreach and relationship building.
What are the primary themes covered in this work?
Key themes include the decline in classical music attendance, the application of relationship marketing in arts organizations, the importance of demographic targeting, and the strategic use of social media platforms.
What is the ultimate goal of the proposed marketing plan?
The primary goal is to increase community engagement and regular attendance at concerts by transforming the orchestra's digital presence and fostering stronger, long-term bonds with the audience.
Which scientific methodology is utilized in this study?
The study employs a descriptive and analytical approach, combining a review of existing literature and case studies of other successful orchestras with a SWOT analysis to formulate a custom plan.
What topics are discussed in the main body of the work?
The main body explores the specific issues facing the orchestra, the psychographics of the target audience, historical trends in classical music attendance, and the tactical steps for implementing social media and content marketing.
Which keywords best characterize this publication?
The publication is characterized by terms such as Audience Development, Relationship Marketing, Digital Strategy, Classical Music, and Consumer Behavior.
How does the proposed plan utilize the "RSVP" mechanism?
The plan uses Facebook event RSVPs as a commitment tool, which encourages users to share their interest with their social networks, thereby increasing event awareness and acting as a precursor to ticket purchase.
Why is the "You Pick Three" strategy mentioned as a model?
It is highlighted as a successful case study of how lowering barriers to entry (through discounted bundles) can encourage trial and eventually transition casual attendees into loyal subscribers.
How does the research define the "frequency of spiral"?
It describes the cyclical decision-making process an audience member goes through, where increased knowledge and enjoyment of a performance piece lead to a higher likelihood of returning.
- Citar trabajo
- David Onditi (Autor), 2019, Symphony Orchestra Challenge, Múnich, GRIN Verlag, https://www.grin.com/document/537193
