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ChoralMarketing 101:A Complete Guide toMarketing Your Chorus

2INTRO & ABOUTTHE AUTHOR:TORI COOKHello and thank you for downloading!As Director of Marketing at Chorus Connection,I like to think I know a thing or two aboutmarketing for choruses.I’ve used my skills and experience to helpchoruses develop marketing strategies,rebrand, launch new websites, create content,analyze success, and much more. And now, Ipass this knowledge onto you.If you finish reading and still need a bit ofadvice, I invite you to book a free 30-minutemarketing consultation with me! Tori Cook, Your Marketing Maestro

3Table ofContentsChapter 1: Recruiting Your Marketing CommitteeChapter 2: Creating a Marketing Strategy & BudgetChapter 3: Developing Your Chorus’s BrandChapter 4: A 360-Approach to Content MarketingChapter 5: About Your Chorus’s WebsiteChapter 6: Mastering Email MarketingChapter 7: The Vitalness of Video MarketingChapter 8: Design Tools for AllChapter 9: Social Media ManagementChapter 10: Publicity & PromotionsChapter 11: Final Marketing Fundamentals Checklist

1.Recruiting YourMarketingCommittee

5About theMarketingCommitteeThe marketing and promotions committee works in many areas ofthe chorus such as managing the website, monitoring and engagingwith social channels, developing the chorus’s brand, promotingconcerts in local event calendars, designing posters and programs,distributing print and online materials, managing email marketing,working with media and local organizations, creating content, andso much more!The first step to a successful chorus marketing strategy is finding theright people to do the job. Your marketing team will likely becomprised of volunteers, however, you may also have some paidconsultants or staff members depending on your budget.

6MarketingPositionsMarketing DirectorPublicistResponsible for developing thechorus’s marketing strategy, managingthe marketing volunteers, leadingmarketing meetings and strategysessions, liaising with the boardmembers and other volunteercommittees, hiring or recruitingadditional marketing staff/volunteers,and developing strategic marketingpartnerships.Develops media relationships, writespress releases, promotes concerts,advertises in local event calendarsand forums, helps develop print anddigital designs, influencesdevelopment of chorus brand,strategizes with social media team tolaunch campaigns, and helpsdistribute content across variousmarketing/advertising channels.Social MediaCommitteeMembersWebDesigner/DeveloperThe social media committee membersreport to the Social Media Managerand work together to source content,write original content, and scheduleposts.Responsible for developing anddesigning the website, typicallythrough use of a contentmanagement system. This role istypically not responsible for writing ormanaging the web content.Social MediaManagerImplements new social mediaplatforms, develops social strategy,monitors and engages in socialconversations, develops campaignsand content to promote choirperformances and events, distributescontent via social channels, createsand posts paid social posts, and hostsrelevant social engagement events,such as “Twitter chats,” when possible.Print DesignerDevelops print and digital ads asneeded, designs the chorus’s printpieces such as brochure, programs,concert advertisements/flyers, businesscards, and more. Also responsiblefor developing any graphicsnecessary for the web in lieuof Web Designer.

7MarketingPositionsContent ManagerContent Creator(s)Content Editor(s)Develops a content strategy focusedon chorus’s goals with relevance totargeted audiences. Managesadditional writers, editors, or othercontent creators on the team. Contentincludes any articles, videos, images,or artwork included in your website,email marketing campaigns, blog,social channels, ads, or print pieces.Your content creators include writers,videographers, and photographers.They are responsible for creating anymarketing piece that is relevant toyour target audience.Editors can help proof for grammarand spelling, rewrite sentences tomake them more compelling, editphotos and videos, and put on thefinal touches to make your Responsible for researching andimplementing any technical marketingplatforms. This person will maintain therecords of marketing contacts, createand schedule email marketingcampaigns, automate any workflows,and more.

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9Where to FindVolunteersYour chorus is a great starting point for recruiting your marketingteam, but don’t underestimate the value of looking at outsidesources. Here are a few recommendations for recruiting outside ofyour organization: Family, friends, and co-workers of chorus membersCollege/University arts administration or music studentsHigh school internsMarketing consultants and agencies when budget allowsYour most dedicated supporters or audience membersLook for volunteers with marketing experience applicable to theposition being filled. A nonprofit background is a plus!

10How to FindVolunteers1.Send an email to choir members with a volunteer sign-up form.Ask them to fill out or send to friends, family, and co-workers.2.If you know somebody who would be good at the job, askthem face-to-face. They’ll consider it a compliment!3.If you are part of a choral consortium, post an announcementon their channels and to their members.4.Contact local high schools, colleges, and university music/artsprograms with an announcement seeking volunteers or interns.Frame it as a “way to gain work experience and boost yourresume.”5.Research any free advertising space/forums available such asnewspaper arts sections, Craigslist, Idealist, social channels,and young professionals networks to post your positions.

2.Creating aMarketingStrategy &Budget

12Perform a SWOTAnalysisNow that you have your team, you’ll want to define the purpose ofthe team - what you want them to achieve, specifically how you willmeasure their achievements, and a plan for achieving them. The firststep to developing strategic goals is to analyze your existingenvironment - what is working and what isn’t working. Then, you’ll usethis data to create specific, measurable goals for moving forward.A good place to start is by performing an overall SWOT analysis of theexisting marketing infrastructure. List out marketing’s current strengths,weaknesses, opportunities, and threats.With your team, identify a few solutions for the existing weaknessesand threats. Consider which opportunities you want to takeadvantage of in the coming year and discuss how you will maintainyour strengths.

13Perform a WebAnalysisGoogle Analytics is a great tool for analyzing your web metrics. Ifyour account has already been set up, you’ll want to login and run areport of your website from the last year, month, or other customtimeframe. In your strategic document, write down the followingmetrics:Visits - the number of visits on your websiteUnique Visits - the number of unique visitors on your sitePage Views - total amount of pages on your site viewedAverage Page Load Time - average time it takes for pages to loadAverage Time Spent on Site - how long users stay on your siteBounce Rate - percentage of visitors who leave site immediatelyTop 10 Referral Sites - top 10 sites that are referring visitors to your siteTop 10 Content Pieces - 10 web pages that receive the most visitsReferrals from Social - social media channels driving traffic to siteNumber of mobile vs. desktop vs. tablet users - comparison ofmobile, tablet, and desktop usersImport this helpful list of reports to see these metrics!

14Pull a report of your ticket sales data from the previous year. Look atthe following metrics:Perform a TicketSales AnalysisTotal number of tickets sold - annually and by concertTotal revenue generated by ticket sales - annually and by concertAverage percentage venue capacity fill - annually and by concertNumber of tickets sold by source - using data from “how did youhear about us” field, referral site information, or UTM trackingRevenue generated by source - using data from “how did you hearabout us” field, referral site information, or UTM trackingTickets sold by demographic - the makeup of your audienceCompare each ticket source’s generated revenue to the cost spentfor that marketing channel. Use this data to determine whichmarketing channels resulted in ticket revenue. (Learn how to do thison our blog!) Then, use your demographic information fordevelopment of buyer personas.

15If you have social channels, you’ll want to dig into the data to seewhat content your audience is engaging with. Look for these metrics:Perform aSocial AnalysisPost reach - total reach of each postPost clicks - number of click-throughs per postPost engagements/reactions - total people reacting to postPost shares - total number of users who shared postBoosted or advertising post clicks - clicks on ads with spendBoosted post engagements - total engagements on ads with spendFollower growth - growth of followers over timeTotal spent - spend per post over a specific time periodTotal revenue generated - from social’s ticket sales (if available)Once you identify your top posts, consider why these posts were sosuccessful. Did they elicit an emotional response from youraudience? Did they make your audience laugh? Was it video?Find out what truly engages your audience and determine howsocial is impacting revenue.

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17CreateMeasurableGoalsOnly after a thorough analysis of your existing marketinginfrastructure can you work to develop a marketing strategy. Decideon attainable and measurable goals for each metric you want totrack and write objectives for how you will obtain that goal.Example:Goal: Increase monthly web visits to an average of (#) sessions - anincrease of ( %). Objective #1: Increase brand awareness and web trafficthrough our efforts in building strategic partnerships, a seamlesscontent distribution strategy, and social media efforts.Objective #2: Write an additional 50 pieces of content thisyear for a boost in SEO.Objective #3: Identify three marketing channels for contentdistribution focused on our target audience. Utilize thesechannels throughout the content creation process.

18Example GoalsYou’ll often find that your marketing team will help you achieve goalsin other areas of your organization as well, such as fundraising, sales,and even recruitment. Include these goals too in your marketingstrategy.Examples of achievement goals: Grow ticket sales through inbound marketing channels Expand chorus’s brand awareness in the community Increase engagement with audience members Increase web visits Decrease web bounce rate Decrease page load times Grow chorus size Expand fundraising efforts and increase number of donations Increase follower growth in social Increase revenue generated by social Grow subscriber database

19About theMarketingBudgetEvery organization is different and there is no magic number to whatwill work in terms of a marketing budget. However, it seems to be agood ballpark to take 10-15% of your organization’s annual budgetand put it towards marketing expenditures.How you spend your marketing budget is crucial to your success.Luckily, free and inexpensive strategies such as content marketing,are actually proven to generate more leads/subscribers, be moreeffective at converting leads to buyers, spend less cost-per-lead, andboost SEO/organic searches!As a nonprofit, you should focus first on free and organic marketingstrategies. Then, use your budget to enhance those efforts throughpaid channels. Ensure that your staff is paid well and that youpurchase the right marketing technology to do the job successfully.

20Free and PaidMarketingChannelsFree marketing channels include: Writing/developing content for blog/website Social media Online communities and forums such as Facebook groups,Meetup groups, Reddit, etc. Online event calendars in your area Members within the organizationAfter utilizing free marketing strategies and channels, here are somevarious paid marketing channels you might want to put some spendbehind: Salaries (consultants, publicists, designers) Digital and print advertising (media, social, web, e-blasts,radio, TV, postcards, posters, brochures, etc.) Events Technology (web, domains, marketing automation systems,social media management systems, etc.)

3.Developing YourChorus’s Brand

““Choruses with a strong brand willbuild relationships, establish trust,and connect with their targetaudiences more easily thanchoruses which do not.”-Tori Cook, Director of Marketing Chorus Connection22

23What is aBrand?A brand is your chorus’s identity - what someone thinks of when theyhear your name. Your brand uses your mission statement, logo,actions, design, and messaging to tell your chorus’s story.Your brand consists of facts as well as the emotional connectionsomeone feels about your organization. Therefore, a certain elementof your brand is defined by your audience’s perception of yourchorus.You should work towards developing a brand that tells the story ofthe organization, focus on delivering it seamlessly across allmarketing channels, and strive to align your vision of brand andidentity with your audience’s perception of the organization.

24Why is a BrandImportant forChoruses?Recognition & TrustCompetitionBy identifying and promoting yourbrand, people will start to becomefamiliar with your organization. It keepsyour organization top-of-mind andhelps build a relationship with yourpotential audience members. Itestablishes a sense of trust andrecognition before they even attendyour performances! With a strongbrand awareness strategy, yourcommunity can get to know you on adeeper level, making them moreconnected and committed tosupporting your organization.If you’re living in a city like Nashville,Los Angeles, New York, or Boston,there’s a lot of competition betweenchoruses for audience members. Thereare live musical performances weekly,if not nightly, and your chorus needs tostand out from the crowd. On the flipside, choruses in smaller cities oftenstruggle to get community support forarts programs. Your brand can helpspeak to your community andencourage people to attend yourperformances instead of any otheractivity they could be doing on aSaturday night!Increased TicketSalesIt’s no surprise that if you 1) arerecognized, and 2) stand out from yourcompetition, that your ticket sales willincrease through your efforts.

25Why is a BrandImportant forChoruses?Psychology ThroughDesignThe colors and typography in yourprint and web design play a crucialrole in branding your organization. Doa quick google search of thepsychological properties ofcolors/typography and you’ll see thatboth can have positive or negativepsychological effects on the personviewing them. Depending on yourtarget audience, you’ll want tocarefully choose the colors and fontsthat represent your chorus’s personalitybut also are pleasing to your targetedviewers. In one quick glance of yourmarketing materials, a viewer shouldbe able to immediately sense whetherthey are interested in building arelationship with your chorus evenbefore they read any words!A Sense of PurposeYour brand is a starting point to build orfurther develop your organization’smission statement and vision, all ofwhich help define a sense of purposefor your organization, its members, andyour audience. This helps providestrategic direction for yourorganization.

26Develop YourChorus’s BrandStep 1: IdentifyDecisionMakersThere are five essential steps when developing your brand.Step 1 - Identify decision makers: You will need a small team ofpeople to help build out your brand. Loop in your key decisionmakers from your existing marketing team, perhaps the person whomanages your website or social channels. Keep this team small,ideally five members or less. While you want to respect outsideopinions, it can be overwhelming to have too many opinions andyou will quickly find that it is impossible to please everyone!

27Develop YourChorus’s BrandStep 2: LeadBrainstormingExercisesStep 2 - Lead brainstorming exercises: Using your new team,schedule a meeting and walk through the following brainstormingexercises.1. Building your chorus's personality: Take five minutes to individuallybrainstorm all of the adjectives that describe your chorus’spersonality. Think about your individual members, your sections, yourdirector, and your board. What adjectives sum them up perfectly?2. Describe your chorus’s musicality traits: Individually brainstormadjectives that describe the musical components of your chorus. Ifyou were to describe the quality of your chorus, the skill level,repertoire choices, and sound quality - what words would you use?3. Select your top choices: After you’ve got a good list going foreach of the first two exercises, share your ideas as a group andchoose the top 3-5 in each category. Circle these for futurereference.

28Develop YourChorus’s BrandStep 2: LeadBrainstormingExercises(Continued)4. Define your audience categories: Now it’s time to think about yourtarget audience. Are you marketing to ticket buyers, patrons,potential auditionees, all of the above? List those audiencecategories on a sheet of paper with space in between for notes.5. Build audience personas: Once you’ve chosen your audiencecategories, you will want to jot down a few qualities about them thatmake each of them unique. For each category, write down theanswers to these questions: What are the demographics of this audience? What excites this audience? What does this audience like? What upsets your audience? What do they not like? What does your audience like to do? Talk about their hobbies,family, work life, etc. What adjectives best describe each? How do you want them to feel when they hear your chorusperform or when they think about your organization?

29Develop YourChorus’s BrandStep 3: DevelopYour DesignStep 3 - Develop your design: You’ll want to make sure that yourdesign components match the qualities of your target audience aswell as your chorus’s personality.To get started, go back to exercise 3 to your circled adjectives. Thenlook at the questions that you answered for each of your targetaudiences in exercise 5. Using these words, thoughts, and feelings, dosome research into colors and fonts that will showcase your chorus’smusical qualities and overall personality while also delighting yourtargeted audience.Examples: If serenity, calmness, and trust are important to yourchorus, you might consider a shade of blue. Is your chorussophisticated and glamorous? Try black. Is your chorus known for itsstrength and boldness? Consider red. Are you trying to attract ayounger audience? Try sleek, modern, simple fonts like “Modeka” or“Minimalust.” Are your singers unique characters? Try a unique,descriptive font. You get the idea!

30Develop YourChorus’s BrandStep 3: DevelopYour Design(Continued)Once you have your first color chosen, you can search the web for“complementary colors” to your new HEX or RGB code that youwrote down. When in doubt, use Pinterest. In Pinterest, simply searchfor “color palettes,” or if you already know a color, type in “[blue or#.] color palettes.” There are plenty of pre-made palettesavailable so you don’t have to start from scratch every time.You’ll also want to ensure that your design components are writtendown for your entire marketing team. Put your web/print fonts andcolors in a “style guide.”To create a style guide, write out each color in your brand includingthe HEX, RGB, and CMYK colors. Next write out any fonts you use foryour print and web text. List the font type, size, and weight for yourheaders and body text. Often times print is different than the web, soalso list which fonts are used in each case.

31Develop YourChorus’s BrandStep 4: CreateYour LogoStep 4 - Create your logo: If you don't have a logo, it's time to getone! Find a creative singer who is willing to design this for you oroutsource to a design firm. Fiverr also has a variety of designersavailable to create logos at an affordable price. Discuss yourcreative vision with your designer highlighting on the exercises you'vecompleted in step 2. Review and revise the logo as necessary untilyou find the design that represents your chorus's vision and brand.If you do not have a volunteer designer or the funds to outsource,you can consider using free tools online such as Logomakr or Canva'slogo templates which help you create a logo from their existinggraphics and your new colors. It is a far-from-perfect solution, but itcan be a valuable resource in a pinch!

32Develop YourChorus’s BrandStep 5: WriteYour MissionStep 5 - Write your mission: You've already established your chorus'spersonality, musicality traits, and even how you want your audienceto feel - all essential components in your mission statement. Toexpand upon your mission, ask your brainstorming team:1.2.3.Why do you do what you do? How does your choral musicaffect your community?How do you deliver this message and your music to youraudience?What are the goals for the chorus? What does the future looklike for the chorus and what are you hoping to achievethrough your music?Compare notes between this exercise and your brainstormingexercises in step 2. Begin to formulate a formal mission statementfrom your answers. Don't forget to incorporate your chorus's circledadjectives from your brainstorming exercises.

33Showcase YourBrandLet your members know! Circulate your brand, design, and mission toyour singers, board members, and chorus staff. Let it be the drivingforce behind your values and purpose.Exhibit your brand. Keep it consistent throughout your website, emailmarketing campaigns, print pieces, and social channels.Maintain brand. Meet with your team annually to confirm that yourbrand, adjectives, values, and design still match the representationof your chorus. Colors/fonts go out of style, and your chorus willevolve, so don’t get too far behind in updating your brand.Rome wasn't built in a day and your chorus's brand certainly won'tbe either. Be patient with yourselves and continue to review, revise,and tweak until you have the brand that perfectly personifies yourchorus.

4.A 360-Approachto ContentMarketing

““Content is king.”-Bill Gates, Co-Founder Microsoft Corporation35

36What isContent?Content is any marketing piece that isdeveloped by your organization. It is everyblog, webpage, social post, photo, video,infographic, landing page, print piece,newsletter, email, and any other type ofpiece that your marketing team publishes.Content comes in all shapes and sizes andas Bill Gates says, “content is king.”

37What is ContentMarketing?Content marketing is a marketing theory that the creation anddistribution of content is most successful when it focuses oneducating, inspiring, entertaining, enlightening, or informing yourtarget audience instead of directly promoting your brand, or in thiscase your chorus. Content marketing is said to be more effectivethan cold outreach, generate more revenue, and is less expensive tocreate.And it works. It really does work. Just look at Forbes’s article “DataFrom 10,000 Articles Prove That Content Marketing Really Does Work”or NewsCred’s article “56 Reasons Why Content Marketing Works.”Even in the nonprofit world, organizations have seen success withcontent marketing.It is time that every chorus invests in a content marketing strategy.

““If you are directly promoting yourorganization more than 25% of thetime you’re doing it wrong.”-Tori Cook, Director of Marketing Chorus Connection38

39Think about your current marketing strategy. What are you currentlyposting about? Your upcoming concerts? Fundraisingevents/soliciting donations? Audition announcements?The 4:1 PrincipleIf you are directly promoting your organization more than 25% of thetime you’re doing it wrong. By doing this, you make a statementthat it’s all about you and not your audience.As content marketers, it is our job to make sure that every piece ofcontent we create is relevant and helpful to our target audience.Successful content marketers live by the 4:1 principle; for every directpromotional piece you post, you should post three relevant pieces ofcontent.If we want to send the most relevant pieces to our audience, weneed to understand first their buyer personas.

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41Build BuyerPersonas forYour TargetAudienceThink about who you are trying to market to. What does theirday-in-the-life look like? What are they responsible for, what types ofblogs/movies/music do they like, what social networks are they on,what are their life’s frustrations, and what are their goals? Think aboutwhat motivates and inspires your audience, what makes them laugh,or what challenges they are facing that you can help solve. Then,build your content marketing strategy around this concept.Chorus’s buyer personas likely fit into one of these categories:audience for concerts, potential singers for recruitment, donors andpatrons, and volunteers for recruitment.To start with a buyer persona, you may have to make someassumptions and you’ll see that I’ve made a few on the next page. Itis better though to survey your audience or collect actual dataabout them, when possible, to better focus your content.

42Example BuyerPersona: TheFamily ConcertGoersWhy do they cometo concerts? The parents love art andmusic and want to instill anappreciation for the arts intheir childrenThe parents want to spendquality time with theirchildren and try to planexciting nights out togetherThe parents want to relateto their children in ameaningful way byparticipating in theirchildren’s interestsThe parents feel that musicis an important part inadolescent educationThe parents want their kidsto learn the value ofpracticing their instrumentsor voice at homeWhat are theirchallenges? Trying to do everything in alimited amount of time(dealing with schooling,extracurriculars andwork-life balance)They don’t have the moneyto take their family out oftenTheir children are notinterested in classical musicGetting their children topractice their musical craftWhat excites themthe most? Seeing their childrensucceed and be happySeeing their childrenperform (if they are musical)Jokes about how difficult it isbeing a parentFinally getting time forthemselvesCat videos (because whodoesn’t love a good catvideo?)

““The most successful chorusesknow their audience and how todelight them through content andtheir performances.”-Tori Cook, Director of Marketing Chorus Connection43

44Content IdeasFor: The FamilyConcert GoersTaking the information you gathered from the last page, start togenerate ideas for content that might be relevant or helpful to thisbuyer persona.Possible content ideas for this buyer persona: Blog or video on how to motivate your children to practice Video interviews with your existing family concert goers askingwhat they like most about performances, why they come, etc. Funny parenting memes Fun things to do with your children on the weekend in the area An educational article on how music affects adolescents A humorous, opinion piece on how parents who instill a love forthe arts are the best parents in the world Video of a cat practicing pianoWhen possible, try to keep your content targeted geographicallysince likely your buyer personas will live nearby.

45Use thePersonas toGuide YourOrganizationThe usefulness of your buyer personas doesn’t stop at your contentcreation; use these personas to help choose appropriate repertoirefor your performances, plan audience engagement events, andeven to recruit volunteers or singers! For example, to excite “TheFamily Concert Goer” buyer persona, you might plan themedconcerts such as “family night out” or “date night out” with hiredchildcare. Your artistic director might also choose repertoire that ismore popular with youth or families.The most successful choruses know their audience and how todelight them through content and choral performances. Don’t missthe opportunity to connect with your audience on a deeper level!

““Content is king, but distribution isqueen. And she wears the pants.”-Jonathan Perelman, Former Vice President BuzzfeedMotion Pictures46

47DistributeContent to YourBuyer PersonasIt’s not enough to create great content; you’ll need to promote yourcontent in areas where your target audience is likely to find it. Foreach persona, think about the following: Where are they likely to go out in public? What types of online news or publications do they read? Which types of social channels are they on? What type of forums do they participate in? How active are they in the community?For “The Family Concert Goer,” these channels might includeschools, parenting magazines, parenting forums on Facebook, andparenting Meetup groups in your area. You might also find that thisaudience is more active Facebook than Snapchat, for example.Using this information, identify specific advertising or contentdistribution opportunities within each of these marketing channels.Utilize these channels when appropriate to launch a new piece ofcontent.

48Analyze, Revise,and RepeatIt is important to analyze your contentmarketing efforts on a regular basis. Pullanalytics from your website, socialchannels, marketing email/automationsystem, and/or blog to see which contentefforts are working and which are not. Useyour analysis to help you tweak existingcontent and develop new content thatrelates to your target audience.As you become more skilled in creatingbuyer personas, try sending surveys andpolls to gather data about their challenges,excitements, etc. Continue to analyze thisdata to create better content!

5.About YourChorus’s Website

50Your website is your best 24/7 staff member. It is working all of thetime to promote your chorus, your brand, and your

Marketing Director Responsible for developing the chorus’s marketing strategy, managing the marketing volunteers, leading marketing meetings and strategy sessions, liaising with the board members and other volunteer committees, hiring or recruiting additional marketing staff/volunteers, and developing str

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