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
- Abstract
- Introduction
- Issue
- Target
Objectives and Key Themes
The main objective of this document is to analyze the challenges faced by a US-based symphony orchestra in attracting and retaining a wider audience, particularly younger demographics. It aims to propose a comprehensive integrated marketing plan utilizing social media and other strategies to address these challenges and increase attendance.
- Challenges in attracting younger audiences to classical music concerts.
- The effectiveness of integrated marketing strategies in reaching specific target demographics.
- The role of social media in promoting classical music events.
- The importance of understanding audience needs and preferences in developing successful communication plans.
- The limitations of relying solely on traditional marketing methods for classical music promotion.
Chapter Summaries
Abstract: This abstract summarizes the declining attendance at classical music concerts in the US since the 1980s, despite unchanged spending on art events (adjusted for inflation). It highlights the predominantly older, affluent, and white demographic of current concert-goers and the crucial role of subscription patrons for symphony orchestras. The proposed solution involves an integrated communication plan using Facebook and blogs to enhance social media presence and attract a broader audience, including the use of incentives like discount codes for liking the Facebook page. The blog will be optimized for search engines and feature posts about upcoming events to encourage engagement.
Introduction: This section introduces an integrated marketing plan designed to increase audience awareness, attendance, and sustained interest in symphony orchestra performances. The plan centers on understanding audience needs and developing a tailored communication strategy. Targeting individuals aged 30-60, educated, and with medium-to-high incomes, the plan leverages social media and blogs as primary information sources, recognizing their appeal to this demographic.
Issue: This chapter details the challenges faced by the symphony orchestra, including inconsistent attendance, limited promotion beyond website and social media (Instagram and Facebook), restricted funding for marketing campaigns, and a shortage of dedicated marketing personnel. It also identifies the difficulty in attracting younger audiences and ineffective communication of key messages as significant hurdles to overcome.
Target: This chapter focuses on defining the target market for the symphony orchestra's marketing efforts. While acknowledging the high subscription rate among older (65+) attendees, it emphasizes the need to attract younger audiences (30-60 years old). This target group is characterized by established careers, family formation, financial stability, and a willingness to explore new experiences, particularly within their social circles. The chapter utilizes demographic and psychographic segmentation based on the Knight Foundation's research (2002), highlighting the potential of reaching this group through effective marketing strategies.
Keywords
Classical music, symphony orchestra, audience engagement, integrated marketing, social media marketing, target audience, demographic segmentation, psychographic segmentation, audience development, concert attendance, marketing challenges, communication strategies, social media, Facebook, blogs, classical music promotion.
Frequently Asked Questions: Integrated Marketing Plan for Symphony Orchestra
What is the main objective of this document?
This document outlines a comprehensive integrated marketing plan designed to help a US-based symphony orchestra attract and retain a wider audience, particularly younger demographics. It addresses the challenges of attracting younger audiences to classical music concerts and proposes solutions using social media and other strategies.
What are the key themes explored in this document?
The key themes include challenges in attracting younger audiences, the effectiveness of integrated marketing strategies, the role of social media in classical music promotion, understanding audience needs and preferences, and the limitations of traditional marketing methods.
What challenges does the symphony orchestra face in attracting younger audiences?
The orchestra faces challenges such as inconsistent attendance, limited promotion beyond their website and social media (Instagram and Facebook), restricted marketing funding, a shortage of marketing personnel, and difficulties in effectively communicating key messages to younger audiences.
Who is the target audience for this marketing plan?
The primary target audience is individuals aged 30-60, with established careers, families, financial stability, and a willingness to explore new experiences. While acknowledging the importance of existing older subscribers, the plan emphasizes the need to attract this younger demographic using effective marketing strategies and insights from demographic and psychographic segmentation research.
What marketing strategies are proposed in this plan?
The plan proposes an integrated marketing approach, leveraging social media (primarily Facebook and blogs) to enhance the orchestra's online presence and engage potential younger audiences. Strategies include creating engaging content for social media, optimizing the blog for search engines, and utilizing incentives such as discount codes for liking the Facebook page. The plan also emphasizes understanding and addressing the needs and preferences of the target audience in all communication efforts.
What is the role of social media in this marketing plan?
Social media, specifically Facebook and blogs, are central to the marketing strategy. They are utilized to create a stronger online presence, engage with the target audience, promote upcoming events, and provide information about the orchestra and its performances in a manner appealing to younger demographics.
What are the limitations of traditional marketing methods in this context?
The document highlights the limitations of relying solely on traditional marketing methods, suggesting that they are insufficient for reaching the desired younger demographic. The plan emphasizes the need for a more targeted and engaging approach through social media and other integrated marketing strategies.
What are the key findings regarding audience demographics?
The document notes a predominantly older, affluent, and white demographic among current concert-goers and the critical role of subscription patrons. This underscores the need to expand the audience base beyond this group, focusing on attracting younger attendees.
What is the overall approach of the marketing plan?
The overall approach is to develop a tailored communication strategy that understands and addresses the needs and preferences of the target audience. It uses a multi-channel approach, utilizing both social media and potentially other channels, to reach and engage potential attendees.
- Citation du texte
- David Onditi (Auteur), 2019, Symphony Orchestra Challenge, Munich, GRIN Verlag, https://www.grin.com/document/537193
