muse:ique Marketing:PR campaign

muse/iqueA JOUR 450 presentation

Agenda

Visual Design

Marketing Strategy

Media Relations

Social Media

Strategy for Growth

muse/ique Agenda JOUR 450

VISUALDESIGN

muse/ique + JOUR 450

Branding Goals

● To create one, cohesive brand across platforms○ Website, social media, mailers, e-blasts, donor communications

● Use design elements to create a brand image that aligns with Muse/Ique’s unique mission AND playful spirit

● Solidify the brand as a fresh player amongst orchestras through digital and physical design at events

● Attract new donors and members through an eye-catching and colorful advertising campaign → CURIOSITY

MUSE/IQUE Agenda JOUR 450muse/ique Visual Design JOUR 450

Visual Concepts

● Branding will utilize a story-like concept

● Each ad campaign or design element will tell a different story for each event

● Brand needs a strong stylistic similarity to unite each unique event and make Muse/Ique recognizable

● Several smaller stories within one larger narrative

● Will never portray a “nice” opera, but an edgy, avant-garde event

MUSE/IQUE Agenda JOUR 450muse/ique Visual Design JOUR 450

MARKETINGSTRATEGY


SWOT Analysis

muse/ique Marketing Strategy JOUR 450

Strengths● Well-run events● Not a lot of direct competition in the area● Bridging genres (speakers/spoken words with

music)● Smart partnerships/resources● Everyone is passionate/excited about the events

(administration, audience); energy at events● Aspirations to give back to community

Weaknesses● Membership is cost prohibitive ● Messaging overall unclear● Messaging unclear around membership ● Online presence is disjointed (mobile app, copy,

branding, etc.)● Purpose & identity unclear ● Promotional speeches at events disorganized● Rely too much on word of mouth (no flyers or

outreach)

Opportunities● Unique opp to see performance art● Key messaging across platforms (live at events,

online, social media, etc.)● Nurture/grow membership base● Increase awareness of organization and events● Re-brand to be appealing to target audience● Make website more readable● Increase multimedia content across platforms● Opportunity to turn members into brand

advocates

Threats● Total lack of awareness● Confusion at events and after reading online

(could dissuade people from attending)● Unclear target audience or desired audience● Entertainment landscape competition (ie event was on

the same night as the GRAMMYs)● Competition: LA Philharmonic, Walt Disney Concert

Hall, the LA Opera, the Pantages, shows/concerts in LA, CalTech, Pasadena Playhouse, etc.)

Communication Objectives

● Increase awareness ● Grow audience beyond current member base ● Grow membership → Convert single event

attendees to members● Make MUSE/IQUE a fixture of the community

MUSE/IQUE Marketing Strategy JOUR 450muse/ique Marketing Strategy JOUR 450

muse/ique Marketing Strategy JOUR 450

Key Messaging

Counter-conventionalDynamicExperience/performanceEngageCommunity

Unique

Concert/show/orchestra

Use these... … Instead of these

MUSE/IQUE Marketing Strategy JOUR 450muse/ique Marketing Strategy JOUR 450

Primary Audience

● Ages 45+● White collar jobs● Well educated● Value culture, arts,

new experiences

Primary Key Messaging

MUSE/IQUE Agenda JOUR 450muse/ique Marketing Strategy JOUR 450

VALUE MESSAGE

Like to learn about arts & culture MUSE-IQUE offers counter-conventional experiences that appeal to all audiences.

Care about doing things that are new and different

At MUSE-IQUE, you’ll never see the same show twice.

Care about charitable donations and philanthropy

Your membership directly gives underserved children access to the arts.

Like to socialize and participate in community activities

Engage with your community in ways you never have before.

Secondary Audience


● Ages 18-34● $60,000+ income● Spanish speakers● Value ambition, status,

intellectual stimulation

Pasadena household Income 2000

Secondary Key Messaging


VALUE MESSAGE

Want to understand the experience they’re signing up for

MUSE-IQUE combines musical genres and performance styles to offer a totally new, dynamic entertainment experience.

Care about having experiences that are new and different

At MUSE-IQUE, you’ll never see the same show twice.

MUSE-IQUE explores the community’s newest and most engaging venues.

Don’t prefer classical music, but appreciate arts and culture

Experimental blends of genres and styles that offer an unconventional musical experience.

Ambition/status is extremely important to them

Experience counter-conventional performances and expand your repertoire of cultural knowledge.

Member Acquisition Pipeline


1. Awareness

2. Participation

3. Lead Nurture

4. Loyalty



Increase awareness with:● Flyers● Social Media ● WOM● Website● Community groups● Retargeting (e.g.

previous attendees)

Awareness



● Purchase ticket● Attend● Opportunity for:

○ Membership○ Encouraged

digital engagement (esp. on social platforms)

○ Word of mouth

Participation


Member Acquisition Pipeline● Social publicity● Event photos ● E-mail marketing

○ All email contacts○ Subscribers & Members○ New attendees

Lead Nurture



a. Membershipb. +1, 50% discount for guestc. Tailored members newsletter d. Brand ambassadors

Loyalty


Tactics

Other groups will discuss implementation for:● Media Relations● Social Media● Growth Strategy

MEDIARELATIONS


Media List

● Phase One: A media list for today’s MUSE/IQUE. This list can be used immediately to gain media coverage of MUSE/IQUE itself and its events.

● Phase Two: A media list for a growing MUSE/IQUE. This list can be used to support and enhance MUSE/IQUE’s growth throughout Los Angeles and the Southern California region.

● Phase Three: A media list for MUSE/IQUE at its peak. This list can be used to attain national coverage of both the MUSE/IQUE message and its events.

MUSE/IQUE Agenda JOUR 450muse/ique Media Relations JOUR 450

Competitor Coverage

● Competitors, both locally and nationally, receive most of their coverage immediately following an event, with little follow-up or consistent coverage between events

● Most Arts and Culture publications and journalists appear to be focusing on feature stories, rather than editorials or reviews

● Almost all MUSE/IQUE direct competitors have a Wikipedia page


Why Wikipedia?

● All MUSE/IQUE competitors that receive national recognition and have become household names have a Wikipedia page

● A Wikipedia page is a simple way for those curious about MUSE/IQUE to learn about both the brand message and purpose

● The page would serve as another visible link between Rachael and MUSE/IQUE for the public and those who are unaware of the connection


Pitch GuidelineHi [First Name]:

Paragraph’s broken down as follows:

1. Make the reporter say wow [1-2 sentence opener]2. Quickly explain event you want media to come to [2 sentences max]3. Explain purpose [quotes work well here]4. Offer tickets to show to entice reporter to cover the event [1 sentence]5. Conclude with a thank you and contact information [2 sentences max]

Sincerely,

NameTitle


Byline Guideline

Paragraph’s broken down as follows:

1. Environment. Tell reader what is happening with data2. Trends that are happening/highlight these trends [theme]3. Explain need for product/service writing about [problems that need fixing]4. Pitch. Tell readers what it takes to fix problems you identified above5. Conclusion. Tell the readers what they need to do w/out promoting product

again

No more than 3 sentences in the paragraph


Press Release GuidelineLogo

For Immediate Release Contact: NameDate [When it is happening] #

Email TITLE

SubtitleParagraph’s broken down as follows:

1. Who | What | When | Where 2. Why | About event specifically3. Always be your “Quote” [Typically sums up everything that precedes it: Paragraph 1 + 2]4. Can be another quote [“…..," said so and so. “….”]5. Conclusion. No new news at this point6. Boilerplate: ABOUT COMPANY [Copy and paste from company’s website]

###


Themes for Other Feature Articles1. What Do Conductors Really Do?

2. The Phenomenon of Declining Attendance at Orchestras

3. 10 Unique Spaces and the Counter-Conventional Ways They are Being Used

[For Architecture Magazines]

4. The Unordinary, Extraordinary Orchestra: Five Orchestras That Are

Changing How We Experience Music

5. Beat the Heat: 20 Cool Ideas To Enjoy Music This Summer


Press Deliverables

● Keeps track of all the coverage that MUSE/IQUE has received and will continue to receive in addition to publication and journalist

● Also organizes press releases with links and dates


Website:Home


Tweets mademore prominent

Clear call-to-actions

News is made more prominent

Website:About


More concise description

Top people on MUSE/IQUE team

Most representative photos

Add logos of sponsors

Website:Media


Selection ofBest Photos (max. 20)

First five releases, with option to view more

Direct contact for media-related inquiries

Examples of Selected Photos

MUSE/IQUE Agenda JOUR 450MUSE/IQUE Media Relations JOUR 450

Shows personality

Shows attendance

Website:Support


Facts slide across the screen - gives reasons to donate

More specialized incentives, easier to compare

Concise reason to donate

SOCIALMEDIA


Social Media Analysis

● Current Platforms @museiquetweets

864 followers, 584 following@RachaelWorby 880 followers, 665 following

@museique_15 posts totalLast post 30 weeks ago

MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450

facebook.com/museique.experience 872 Likes, 0-4 likes per postfacebook.com/worbyconducts263 Likes, 0-2 likes per post

@museique20 followers@RachaelWorby5 followers

http://facebook.com/museique.experience

https://www.facebook.com/worbyconducts

https://www.facebook.com/worbyconducts

Quick Tips to Improve Effectiveness

● Increase photo quality ● Encourage people to tag themselves in the photos from

different event albums● Create promotions via social media

○ One person who “likes” this photo will win a free pair of tickets to our next concert

○ Repost this picture with #MUSEIQUE for a chance to win a VIP experience

● Tailor content to individual platforms


Creating a Holistic Social Media Campaign

● Connect with three targeted messages1. Humanize the voice of Rachael Worby2. Promote event ticket sales and memberships3. Engage current audience and gain new followers

● Attach #MUSEIQUE & #DontStopTheMuseique to every post


Social Media: @RachaelWorby


Tips...○○ “Behind the scenes”○ #MusicFactOfTheDay

#MUSEIQUE #DontStopTheMUSIQUE

#WorbSpeed○ Harmonize

Social Media: @RachaelWorby


Xoxo- r


Rachael & Pinterest


Rachael & Pinterest


Social Media: Ticket Sales/Promotions






MUSE/IQUE Agenda JOUR 450

Social media helps Target Audiences more effectively via -

● Geo-Targeting

● Creating relationships & dialogue with followers○ Receive instant feedback

● Sharing content easier & faster● Using branded hastags

○ #DontStopTheMUSEIQUE○ #MUSEIQUE○ #MUSQIUEtrivia

Social Media: Audience Engagement & Growth - MUSE/IQUE

Peak Posting Hours

● Creating flow of traffic between accounts○ Include links to social media & website

muse/ique Social Media JOUR 450


Social Media: Audience Expansion

MUSE/IQUE

Social Media: @Muse ique


Account Applications -● Call for responses from followers:

○ Encourage Engagement through Asks■ “Who’s your favorite composer?”■ “Name your favorite tune…”■ “What’s your most memorable MUSE/IQUE

moment?”

● Composer Twitter Takeover/ Q&A○ Helps promote upcoming events &

featured artists

● Tweet link to articles published

● Retweet affiliate accounts

Social Media: /MUSEIQUE.Experience


Account Applications -○ MUSE/IQUE fun facts (trivia)

■ Encourages likes from followers■ Use #MUSEIQUEtrivia■ Offer freebie giveaways for first fan to give correct

answer

○ Viral Videos■ “Behind-the-Scenes” video clips■ “The Making Of…” MUSE/IQUE events■ “ICYMI” Event/ Concert Highlights■ Exclusive Interviews with MUSE/IQUE affiliates

○ Page promotions and post boosting features

Social Media: @MUSEIQUE_


Account Applications -● Keep followers engaged

○ Last post in September 2014

● “Like” associate profile’s photos○ IG Discovery Page○ Attention from similar accounts’’ fans

● Content:○ “Behind-The-Scenes” photos○ “ICYMI” pics○ “Like for a Ticket” contests○ Headlining artists reveal

● Use editing apps to enhance photos and videos

Social Media: @MUSEIQUE


Geofilters are special, location-based overlays for Snaps that can only be accessed in certain locations.

Artists and designers are encouraged to use this tool to bring their one-of-a-kind style to the Snapchat

community. Simply choose the geographic area you want your filter to be available in and upload an image asset.

STRATEGY FORGROWTH


Overview & Objectives

● We’re presenting...○ A long-term, sustainable growth and expansion plan

● Objectives

MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450

To enhance muse/ique’ s brand awareness

To revamp current membership programs

To expand muse/ique’ s partnerships

To measure the results/successes of PR tactics

Create a series of events that will gain earned media and increase regional publicity.

To create a sustainable plan that can be recreated to increase muse/ique’ s image and national presence.

Enhance Brand Awareness




https://youtu.be/-cKE8pyfcZc?t=10s



Revamp Membership Program








Can further gain publicity among various communities

Expand Partnerships

● By doing this…


Can cooperate in possible performances in the future

Enhance brand image and reputationIncrease memberships (e.g.Secondary Audience)

e.g. Venues, Promotions, Advertisements, Volunteers, etc.

Can establish relationships with other influencing parties in the communities

Can reduce certain fixed costs

Expand Partnerships

● Corporations

●● Various Levels

● Community Relations● Human Resources● List


Corporate Group Tickets

Cross Recognitions

Matching Gifts Program

https://drive.google.com/file/d/0B7nAssy_al_KZjljaTZiTWtETE0/view?usp=sharing

https://drive.google.com/file/d/0B7nAssy_al_KZjljaTZiTWtETE0/view?usp=sharing

Expand Partnerships

● Corporations


Gain sponsorships from corporations that support the Arts & Culture

Apply Online: Corporate Impact

http://www.sonypictures.com/corp/corporateimpact.html

http://www.sonypictures.com/corp/corporateimpact.html

mailto:[email protected]

Expand Partnerships


● Schools

■ e.g. Kazan Taiko@USC, Fluid Dynamics@Caltech, Roses Honor Band@PCC, etc.

Private Schools/Special Events

Cross performances with school organizations

Expand Partnerships


● “Grand Performances”

12-Week Summer Program

Media Connections

Strong Sponsorships

Free

Expand Partnerships


● “Grand Performances”

grandPERFORMANCES

X muse/ique

Expand Partnerships


● Volunteers


MED

A

CONTACTS

I

Measurement Goals


Measurement of Success














muse/ique Strategy for Growth JOUR 450

SuccessMarketing Strategy

Media Relations

Social Media

Visual Design

Strategy for Growth

THE ENDThank you for listening to our presentation.

We hope you enjoyed it.


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muse:ique Marketing:PR campaign