Marketing Mailing Budget

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					COTS Marketing & PR 202 8.1b
Marketing Module
Instructor Name
Opening
Expectations/Desires
Mission of this class

• To provide students with knowledge and tools to
  become more effective chapter leaders
• To provide a venue for chapter leaders to
  exchange ideas with leaders of other chapters
• To foster an environment of cooperation and
  collaboration between chapters
• To provide students with the basic framework to
  create a chapter marketing plan.



     March 22, 2011   Slide 3
Information needed in advance (and at COTS)
to achieve the mission of this class
• Basic knowledge and understanding of the
  chapter‟s annual budget and the budget process
• Basic knowledge and understanding of the
  chapter‟s marketing budget
• Identifying and collecting existing benchmarks in
  areas of chapter operations dependent on
  marketing. For example, it's hard to set a goal of
  a 10% increase in show tickets sold or guests
  attending meetings in 2007 over 2006 numbers if
  you don't know what your 2006 numbers are.


      March 22, 2011   Slide 4
    Agenda
HOUR ONE                              HOUR TWO
•   The Barbershop Product            •   Membership Marketing
•   Marketing, Promotion, Public      •   Securing Performances
    Relations & Publicity             •   Return on Investment (ROI)
•   Qualities Needed in a Marketing   •   Advertising
    Leader
                                      •   Income Sources (Why?)
•   Building a Marketing Team
                                      •   Income Sources (How?)
•   Resources
                                      •   Planning
                                      •   Budgeting
                                      •   Closing




           March 22, 2011   Slide 5
Chapter Readiness
• Small-Medium Sized Chapters
• Low-Medium Technological Capabilities
• Limited Knowledge
• Small Budget
• Need Growth/Sustainability
• Little/No Experience with the Media
• Little/No Marketing Experience
• Frequently New to the Job
• Over-Estimate the Public‟s Awareness of the Chapter
• Is the Chapter Ready for Growth?


      March 22, 2011   Slide 6
Group Question #1
How would you rate your chapter‟s
readiness for marketing success on a
scale of 1-10?
Understanding Your Audiences
(5 Minutes)
Understanding Your Audiences
• Potential Members
• Members
• Families of Members
• Show Patrons
• The General Public
• The Media
• Barbershop Fans
• Groups That Facilitate Performance Opportunities



       March 22, 2011   Slide 9
Group Question #2
Are there some additional audiences that
should be added to this list?
The Barbershop Product
The Barbershop Product
Key components include:
  • A good music program;
  • Chapter's chorus and quartets must sing well.
  • Good performance package;
  • Chapter's performing groups must do a good job of
    entertaining their audiences.
  • Good administrative team leading the chapter;
  • Planning that establishes realistic goals for the
    chapter and the officers must follow through to lead
    the membership toward those goals via mission
    statement

     March 22, 2011   Slide 12
Group Question #3
How would you rate the quality of your
chapter‟s “barbershop product” on a
scale of 1-10?
The Barbershop Product
Sources for help
  • District's director of music education (DME)
  • DVP of Music & Performance
  • CDWI Training
  • Harmony College/Directors College
  • Chapter Counselors
  • Outside Coaching
  • Headquarters Staff


    March 22, 2011   Slide 14
Marketing, Promotion, Public
Relations & Publicity – short answer
(2 minutes)
Building a Marketing Team
Building Your Marketing Team
Approaches:
• Traditional
• “Outside the Box”




     March 22, 2011   Slide 17
Breakout Session #1 (15 minutes)
Brainstorm ways to build your marketing team.
Create a list of the top three approaches
within your group and share them with the rest
of the class.
Securing Public Performances
Public Performances
• Surf websites
• Send a proactive email
• Follow-up with a phone call
• Follow-up with direct mail piece
• Join the Chamber of Commerce and/or CVB
• Seek highly visible appearances (national anthems)
• Offer incentives to membership to secure a
  performance
• Develop relationships with talent agents in the area


      March 22, 2011   Slide 20
Return on Investment (ROI)
Measuring Success/Effectiveness
What is a Metric?
• A metric is nothing more than a standard measure to
  assess your performance in a particular area.


Use SMART metrics
• Specific
• Measurable
• Actionable
• Relevant
• Timely

      March 22, 2011   Slide 22
ROI (Return on Investment)
When measuring a Return on Investment, it is
  important to measure
• Financial return
• Value return


How to measure: Identify the total financial benefit
  your organization draws from a project or program
  and then subtract from that the total investment
  made to develop, produce, and deliver that
  program.



      March 22, 2011   Slide 23
Advertising
Benefits of Advertising (Paid vs. PSA)
Paid Advertising

• Control of content
• Control of timing
• Negotiate cost & placement
• May lead to free coverage




    March 22, 2011   Slide 25
Advertising
What do radio ads cost?




    March 22, 2011   Slide 26
Advertising
Channels to Consider
Advertising Channels
Internal
•Chapter Show Program
•District Bulletin
•Harmonizer
•Newsletter




      March 22, 2011   Slide 28
Advertising Channels
External                              External
•Yellow Pages                         •Classified Ads www.craigslist.com
•Chamber Directory                    •Take-One box
•CVB Directory                        •Telemarketing
•Billboard                            •Magazine ads
•Web Site                             •Flyers
•Newspaper Ads                        •Email
•Posters                              •Movie Ads
•TV ads                               •Postcards
•Radio ads                            •Media Releases
•Banners                              •Word of Mouth
•Classified Ads (print)               •Brochures



          March 22, 2011   Slide 29
Group Question #5
Does your chapter rely on friends and family to buy
show tickets or do you advertise your show to the
public?
Income Sources
 We all know it takes income/revenue to make
 the chapter operate. It‟s important to
 investigate alternatives and how each might be
 viewed from a Marketing perspective. Aside from
 simply raising each member‟s annual dues, let‟s
 discuss some other income sources and how to
 implement them.




    March 22, 2011   Slide 31
Membership Recruitment
• Establish membership annual recruitment goals
• Establish an annual budget for membership
  recruitment
• Develop a membership/marketing recruitment
  plan, including a timetable for implementation
• Develop a system for measuring the success and
  monitoring the success of the plan
• While advertising can generate some guests, any
  campaign ultimately depends on man to man
  recruiting

     March 22, 2011   Slide 32
Chapter Dues
• What does each member pay in chapter dues?
• What was the amount for chapter dues 10 years
  ago?
• Does the amount of dues generated annually
  meet your chapter‟s present needs?
• Even without an increase in chapter dues, more
  members means more revenues to contribute to
  the annual operation costs of the chapter.



     March 22, 2011   Slide 33
Performance Fees
Why?
 • Provide regular chapter income
 • Urgency for good representative chorus to
   participate
 • Urgency for better performing
 • Choosing venues carefully and placement




   March 22, 2011   Slide 34
Fundraising
• Direct mail solicitations
• Face to face solicitations
• Research in library or on-line for donors to
  performing arts orgs.
• Grants for performing arts, non-profit chapter
  administration or a “resident conductor”
  (director)




      March 22, 2011   Slide 35
Show Ticket Sales / Ad Sales
Why?
  • Gets chapter members into community
  • Great networking
  • Allows companies to participate and be
    good community representatives
  • Publicizes friends of the chapter




    March 22, 2011   Slide 36
Merchandise (CDs, T-Shirts, Other)

Why?
  • Income generator without leaving home
  • Singing valentines giveaway
  • Raffle item for annual show
  • Leave-behind from performances




    March 22, 2011   Slide 37
Donors & Sponsorships

Why?
 • Research allies to chapter
 • Position with local larger companies
 • Provide large blocks of funding
 • Gets chapter into community
 • Provides mutual community recognition



   March 22, 2011   Slide 38
Performing Arts Grants

Why?
  • Recognition as performing arts group (i.e.
    original American art form)
  • Placement in community
  • Recognition in community
  • Perform for “under-served” community
    populations (seniors, vets, etc.)


    March 22, 2011   Slide 39
Customer Mailing Lists

Why?
  • Easier on chapter members vs. one-on-one
    asking
  • Can do more by mail than personal visits
  • Exchangeable with symphony, theater, and
    other similar client mailing lists



    March 22, 2011   Slide 40
Singing Valentines
Why?
  • Easy source of funding
  • Tried „n‟ true methodology
  • Community minded program
  • Experience one-on-one
  • Many chapters sole fundraising project
  • Novelty of performing in business
  • Total chapter involvement for short period of
    time
  • Consider telephone messages vs. in-person


       March 22, 2011   Slide 41
Harmony Foundation
Why?
  • Barbershop Harmony Society‟s charity
  • Supports music education for youth, teachers and
    professionals
  • Provides continuing education scholarships at
    Harmony University
  • Preserves the American art form of Barber Shop
    Quartet music though The Heritage Hall Museum
    of Barbershop Harmony and The Old Songs Library


       March 22, 2011   Slide 42
Income Sources (How?)
Chapter Dues
• Increased members means more chapter dues
  revenue generated to cover overhead costs of
  running the chapter




     March 22, 2011   Slide 44
Fundraising
• Direct mail solicitations
• Face to face solicitations
• Research in library or on-line for donors to
  performing arts orgs.




      March 22, 2011   Slide 45
Performance Fees
• Negotiate needs at venue
• Choose venues carefully
• Consider audience attending
• Determine $$ value against effort to rally
  members to perform
• Always have quartet as backup
• Advertise program through show attendees



      March 22, 2011   Slide 46
Show Ticket Sales / Ad Sales
• Annual direct mailing
• Personal visits
• Former attendees
• Former advertisers, who might they suggest?
• Careful packaging from year to year
• Follow-up and contact throughout the year
• Check newspaper advertisements for other
  performing arts groups
• Create sponsor coupon book vs. printed program


      March 22, 2011   Slide 47
Merchandise (CDs, T-Shirts, Other)
• Finding someone to manage
• Direct mail to show patrons and advertisers




     March 22, 2011   Slide 48
Donors & Sponsorships
• Chapters enjoying the most success in fundraising tend to
  be very involved in their community, operate with a
  purpose and are focused on serving others. A chapter
  with the single focus of singing well will have a harder
  time making their message resonate with potential
  funding sources.
• Create benefit package (promotions, bulletins, mailings,
  mention in news releases, etc)
• Guidelines for chapter fulfillment of benefits
• Start with chapter members and their employers
• Newspaper thank you ads for other donors


       March 22, 2011   Slide 49
Performing Arts Grants
• Chapters enjoying the most success in fundraising tend to
  be very involved in their community. Potential grant
  resources will often be interested in the mission and
  vision of the chapter as well as an understanding of the
  chapter‟s budget and planning process.
• Researching in library
• Specific guidelines to follow
• Checking newspaper articles and other organizational
  funded
• Check newspaper thank you advertisements for donors
• Check or partner with Community Foundations

       March 22, 2011   Slide 50
Customer Mailing Lists
• Begin special database
• Find someone other than a member to maintain




     March 22, 2011   Slide 51
Singing Valentines
• Organize quartets
• Music selection
• Chapter auditions
• Choosing easy routes for deliveries
• Negotiating w/flower shops, candy stores for
  deliveries




      March 22, 2011   Slide 52
Harmony Foundation
• Checking website




     March 22, 2011   Slide 53
Planning
Planning

Planning is typically divided into two
  subsets
  • long-range (or strategic) and
  • short-range (or tactical)




    March 22, 2011   Slide 55
Planning
How to Create a Marketing Plan
Handout      (Can be found on your CD)

Sample Chapter Marketing Plan(s)
Components of a Basic Marketing Plan

• Executive Summary (prepare this last)
• Vision Statement (where you see your chapter in the
  future)
• Chapter Mission Statement (typically focused on
  present business scope -"who we are and what we
  do")
• Situational Analysis (where are you now?)
• Primary Objective (s)
• Strategies to achieve the objectives



      March 22, 2011   Slide 58
Components of a Basic Marketing Plan
• Supporting tasks
• Timeline for implementation
• Metrics for measuring success or progress
  (What kind of ROI can the chapter expect to
  receive in return for revenues invested into
  the marketing plan)
• Who is responsible for executing each
  component of the plan?
• Budget information (What is this plan going
  to cost?)

     March 22, 2011   Slide 59
Components of a Detailed Marketing Plan
• Executive Summary (prepare this last)
• Vision Statement (where you see your
  chapter in the future)
• Chapter Mission Statement (typically focused
  on present business scope -"who we are and
  what we do")
• Marketing Mission Statement (if you have
  one)
• Situational Analysis (where are you now?)
• Primary Objective (s)
• BHAG (Big Hairy Audacious Goal)
• Strengths (of your plan)
     March 22, 2011   Slide 60
Components of a Detailed Marketing Plan

• Weaknesses (of your plan)
• Opportunities (available)
• Threats (to your plan) (what may not impact
  you now, but could in the future)
• Strategies to achieve the objectives
• Supporting tasks
• Timeline for implementation




     March 22, 2011   Slide 61
  Components of a Detailed Marketing Plan
• Metrics for measuring success or progress
  (What kind of ROI can the chapter expect
  to receive in return for revenues invested
  into the marketing plan)
• Who is responsible for executing each
  component of the plan?
• Budget information (What is this plan
  going to cost?)
• Closing comments

     March 22, 2011   Slide 62
Budgeting
Handout      (Can be found on your CD)

Sample Chapter Budget
Budgeting – Chapter-Related Expenses
Costumes                           Singing Valentines Expenses
Coaching                           Recording Project
Marketing                          CD Duplication
Marketing Materials                Commissions on Sales
Advertising                        Printing
Sheet Music                        Creative
Learning CDs                       Royalties
Custom Arrangements                Office Supplies
Web Site                           Telephone/Voice Mail
Professional Services              Courier
Rehearsal Hall Rental              Director Stipend
Show Production Expenses           Risers
       March 22, 2011   Slide 65
Budgeting – Marketing Guidelines
•Base your budget on historical data of what is
usually spent
•Allocate a percentage of the total budget to your
marketing budget – 5% is a good starting point
•Allocate a certain dollar amount to marketing
annually
Note: If you expect your Board of Directors to allocate
resources to marketing, you would be well-advised to present
the Board with a project plan for all areas requiring marketing
along with the estimated budget you will need to support each
project.



       March 22, 2011   Slide 66
Marketing & PR - Closing
Expectations

• Did we accomplish and meet your
  expectations for the Marketing
  module here at COTS?
• If not, why not?




    March 22, 2011   Slide 68

				
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