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2008-2009
Family Concert
Series
Ste.4074
Atlanta, GA 30309 Sponsored by: Delta, Publix Supermarket and Publix Charities, and
GeneralElectric
Customer Analvsis
Average age of a Family Concert
Parents
10 years
The Family Concert Series audience is made up of parents with children between the ages of 4-12 years old. Both Primary (Parents) and Secondary (Grandparents) Markets base their decisions to purchase tickets on several factors: time of event, value of event, convenience of event, type of event, and of cost of event'
Print Ads
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Radio Ads
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Email sent to lapsed Family buyers PTA network offer Atantaparenting.com Midtown Parent Group Listed on Girl Scouts of America website Dekalb School of the Arts- Michael Bell
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Group / Corporate Sales Email sent to lapsed Family buyers PTA network offer Atantaparenting.com Midtown Parent Group Listed on Girl Scouts of America website Dekalb School of the Arts- Michael Bell
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Methodist Church Offer-Atlanta First United, Peachtree Road UMC, St. Pauls UMC, Central UMC, Grace UMC, Northside UMC, 1Oth Street UMC, St. James UMC Presbyterian Church Offer-Central Pres. Druid Hills Pres. Morningside CDC $8 Ticket Offer Perfectly Polished Ettiquette School$8 TicketOffer
Marketinq Plan Gontinued Atlanta Symphony Orchestra Marketing SWOT Analysis (Family Concerts): Strenqths:
o o . . o . o o . . . . o . . o o . .
Planning out marketing strategies and goals Good balance of creative and analytical minds on Marketing team Adapting wellto new types of media changes Have an engaging Kids Club Knowing audience - by analyzing them and reaching them
Weaknesses:
Many ditferent concert series to manage and budget Different series competing Confusion created by multiple concert series and how to subscribe Website can be overwhelming for new viewers looking for concerUevent information Competition from existing Family based events in Metro-Atlanta
Opportunities:
Expanding audiences Collaborations with other arts orgs and share marketing expenses (Synchronicity, the Wrent's Nest, and the Center for Puppetry Arts)
Youthfulorchestra.
Build on the Kids Club website
Threats:
Parents looking for deals Current economy Print media declining due to internet based marketing
AJC layoffs
The Atlanta Symphony Orchestra's marketing goals for th ASYO's performance of "How the Gimquat Found Her Song," are to increase attendance by 15% at this performance. By using a blanket market strategy and advertising in media that thd fliitrrary target market (35-54 years old) receives and reads should boost sales as well as attendance. These marketing goals will also be met by using promotional tools like the 2-for-l et1rdil blasts, which will help encourage attendance and ticket purchases.
Atlanta Symphony Orchestra Marketing Media Mix for "How the Gimquat Found Her Song'o Nikki Wooton Primary Market
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Parents (20-50) with children between the ages of 4-I2 years old Single Parents (20-50) with children between the ages of 4-I2 years old
Marketing Mix
Facebook
Secondary Market
Grandparents (55+; with grandchildren between the ages of 4-12 years old Teachers with students between the ages of 4-12 years old
Marketing Mix
Atlanta Journal Constitution Georgia Public Broadcasting Access Atlanta Newspaper WSB radio - AM NPR Creative Loafing Channel2
Print Ads
AJC
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Internet Ads
3 (2x5) ads
Cost: $ 3, 814.70
Momslikeme.com
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898.5
# of
Cost: $567.00
WSB online ad
#
ofads:
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Radio
ofads:
Cost: $167.00
WSB Radio
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898.5
spot:
ofads:
cost:
# of times aired
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TV Ads
Cost: $5,050.00
Channel 2
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Email Blasts
Cost: $ 5,610.00
Vocus: $200/month
e-notes: $100/email Direct Mail
Flyers to pass out
500 flyers
- produced
in- house
Cost:$100ihrx8-$800
500 (4x6) postcards
:$
15
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Atlanta, GA 303CIS Box *ffiee phcne: {404) 733-50CI0 For tic ntc, br:xcffrc*@w**d r*ffcenter. crg
www.atla n tasymphony.nrg
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ROBERT SPANO, Music
Director.
atlantasVm phony.org
April9,2009
Contacts: Melissa A.E. Sanders (404) 7 3 3 -484 6, m e li s s a. s ande r s @w o o dr uffc e nt e r. a r g Laura D. Soldati (404) 7 33 -4105, laura. s oldati@w oodruffcenter. org
ATLANTA SYMPHOI\TY YOUTH ORCHESTRA TO PERFORM "HOW THE GIMQUAT FOUND HER SONG' SUNDAV, MAY 10,2009 AT I:30 P.M. AND 3:30 P.M'
ASO StaffConductor Jere Flint To Lead The ASYO And Guest Artists From Platypus Theatre.
The ASYO and guest artists from Platypus Theatre will perform "How the Gimquat Found Her Song" on Sunday. May 10.2009. at 1:30 p.m. and 3:30 p.m. in Atlanta Symphony Hall.
ASO Family Concerts are anessential first step in introducing children to the lifelong pleasures of music. With the Orchestra's performance of "How the Gimquat Found Her Song," this imaginary character and her "magical musical wizard'o friend will go on a multi-city musical disc-overy. Come along for this thrilling journey that includes work from Mozart's Marriage of Figaro to nU;ngton'sit Don't Mean a Thing, all to help this song less Gimquat find her grooveThe next Family Concert will be the ASYO's Spring Concert on Sunday. May 31.2009 at 3:00
D.m.
'
404-733.42oo
Otto-Werner Mueller. Mr. Flint has also conducted at the Brevard Music Center, t}re Sewanee Summer Music Center, Atlanta-Emory Orchestra and the Southeastem Music Center in Columbus, Georgia.
The Atlanta Symphony Youth Orchestra is an integral member of the Atlanta Symphony Orchestra family and a vigorous part of the cultural fabric of its community. The ASYO strives for national preeminence among youth orchestras, while cultivating the artistic gpwth and excellence of our members through enriching orchestral experiences and the mentoring of ASO musicians.
Established in 1974, The Atlanta Symphony Youth Orchestra has a history like no other. Bom from a symphony orchestra that began as a youth orchestra itself, student education and training has always been paramount. Each year, over three hundred student musicians ages 13-18 audition for the orchestra. Just over one hundred students are selected and dedicate their time to weekly ensemble and sectional rehearsals. The Atlanta Symphony Youth Orchestra has gained national recognition as one of the best youth orchestra's in the country. The only American youth orchestra ever to participate in an Olympic Games, the ASYO was a featured ensemble in the 1996 closing ceremonies. ASYO has also been featured on National Public Radio, WABE, and with the rock grooP, Collective Soul. The ensemble rehearses and performs in Symphony Hall of the Woodruff Arts Center under the baton Maestro Jere Flint, conductor since 1979.
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Since 1989 Canada's Platypus Theatre has been atrnlblazer in creating programs for children that bring classical music to life in an intelligent, entertaining and interactive way. Critics, educators, musicians, parents and children have lauded the company's performances for their creativity, originality and high standards of execution. Platypus' seven original programs have been seen by over half a million spectators in CanadA the United States and on six tours to Southeast Asia. After nearly 400 concerts with more than 50 orchestras worldwide Platypus Theahe has gained an unparalleled reputation for excellence in music education.
In2006, in collaboration with TV Ontario, Trace Pictures and the Toronto Symphony Orchestra, Platypus Theatre created a television adaptation of their ever-popular, "How the Gimquat Found Her Song." The film was broadcast five times on TVO and won an Award of Excellence at the 2008 Accolade Television Awards and Best Children's Program at the prestigious Banff World Television Festival. Platypus Theatre was also the subject of a nationally broadcast documentary made by CTV in 1991 and of a PBS television full-perfonnance broadcast on UNC-TV in North Carolina in 2000. In Addition to "Gimquat" the company's progrnms include: "Emily Saves the o'Song of the Forest", "Charlotte Orchestra", "Rhythm in Your Rubbish", "Bach to the Future", and the Music-Maker" and "A Flicker of Light on a Christmas Night."
(more)
VMLDI BACH MOZART BEETHOVEN TCHAIKOVSKY DUSCHENES BIZET DEBUSSEY RAVEL LLOYED WEBBER ELLINGTON
"Four Seasons" Suite No. 2 o'Marriage of Figaro" Symphony No. 5 Symphony No. 4 "Awakening"
Carmen Suite Prdlude d I'aprds-midi d'un faune Mother Goose Suite Phantom of the Opera "It Don't Mean a Thing"
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Additional contact:
Caren West, Caren West/PR (404) 61 4-A0A6, caren@carenwes Qr. com