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
muse/ique + JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Marketing Strategy JOUR 450
● Ages 18-34● $60,000+ income● Spanish speakers● Value ambition, status,
intellectual stimulation
Pasadena household Income 2000
Secondary Key Messaging
MUSE/IQUE Agenda JOUR 450muse/ique Marketing Strategy JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Marketing Strategy JOUR 450
1. Awareness
2. Participation
3. Lead Nurture
4. Loyalty
MUSE/IQUE Agenda JOUR 450muse/ique Marketing Strategy JOUR 450
Member Acquisition Pipeline
Increase awareness with:● Flyers● Social Media ● WOM● Website● Community groups● Retargeting (e.g.
previous attendees)
Awareness
MUSE/IQUE Agenda JOUR 450muse/ique Marketing Strategy JOUR 450
Member Acquisition Pipeline
● Purchase ticket● Attend● Opportunity for:
○ Membership○ Encouraged
digital engagement (esp. on social platforms)
○ Word of mouth
Participation
MUSE/IQUE Agenda JOUR 450muse/ique Marketing Strategy JOUR 450
Member Acquisition Pipeline● Social publicity● Event photos ● E-mail marketing
○ All email contacts○ Subscribers & Members○ New attendees
Lead Nurture
Member Acquisition Pipeline
MUSE/IQUE Agenda JOUR 450muse/ique Marketing Strategy JOUR 450
a. Membershipb. +1, 50% discount for guestc. Tailored members newsletter d. Brand ambassadors
Loyalty
MUSE/IQUE Agenda JOUR 450muse/ique Marketing Strategy JOUR 450
Tactics
Other groups will discuss implementation for:● Media Relations● Social Media● Growth Strategy
MEDIARELATIONS
muse/ique + JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Media Relations JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Media Relations JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Media Relations JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Media Relations JOUR 450
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]
###
MUSE/IQUE Agenda JOUR 450muse/ique Media Relations JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Media Relations JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Media Relations JOUR 450
Website:Home
MUSE/IQUE Agenda JOUR 450muse/ique Media Relations JOUR 450
Tweets mademore prominent
Clear call-to-actions
News is made more prominent
Website:About
MUSE/IQUE Agenda JOUR 450muse/ique Media Relations JOUR 450
More concise description
Top people on MUSE/IQUE team
Most representative photos
Add logos of sponsors
Website:Media
MUSE/IQUE Agenda JOUR 450muse/ique Media Relations JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Media Relations JOUR 450
Facts slide across the screen - gives reasons to donate
More specialized incentives, easier to compare
Concise reason to donate
SOCIALMEDIA
muse/ique + JOUR 450
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
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
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
Social Media: @RachaelWorby
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
Tips...○○ “Behind the scenes”○ #MusicFactOfTheDay
#MUSEIQUE #DontStopTheMUSIQUE
#WorbSpeed○ Harmonize
Social Media: @RachaelWorby
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
Xoxo- r
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
Rachael & Pinterest
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
Rachael & Pinterest
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
Social Media: Ticket Sales/Promotions
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
Social Media: Ticket Sales/Promotions
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
Social Media: Ticket Sales/Promotions
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
Social Media: Audience Expansion
MUSE/IQUE
Social Media: @Muse ique
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
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_
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Social Media JOUR 450
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
muse/ique + JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Enhance Brand Awareness
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Enhance Brand Awareness
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Revamp Membership Program
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Revamp Membership Program
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Revamp Membership Program
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Revamp Membership Program
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Can further gain publicity among various communities
Expand Partnerships
● By doing this…
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
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
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Corporate Group Tickets
Cross Recognitions
Matching Gifts Program
Expand Partnerships
● Corporations
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Gain sponsorships from corporations that support the Arts & Culture
Apply Online: Corporate Impact
Expand Partnerships
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
● 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
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
● “Grand Performances”
12-Week Summer Program
Media Connections
Strong Sponsorships
Free
Expand Partnerships
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
● “Grand Performances”
grandPERFORMANCES
X muse/ique
Expand Partnerships
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
● Volunteers
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
MED
A
CONTACTS
I
Measurement Goals
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Measurement of Success
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Measurement of Success
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Measurement of Success
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Measurement of Success
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Measurement of Success
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Measurement of Success
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
Measurement of Success
MUSE/IQUE Agenda JOUR 450muse/ique Strategy for Growth JOUR 450
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.
muse/ique + JOUR 450