Marketing & PR Marketing & Public Relations Harmony University.

Marketing & PR Marketing & Public Relations Harmony University

Marketing & PR Slide 2  To provide YOU with knowledge and tools to become more effective chapter leaders  To provide an opportunity for chapter leaders to exchange ideas with leaders of other chapters  To foster an environment of cooperation and collaboration between chapters  To provide YOU with the basic framework to create a marketing plan for YOUR chapter Mission of this class

Marketing & PR Slide 3  Basic knowledge and understanding of the chapter’s annual budget and the budget process  Identifying and collecting existing benchmarks in areas of the chapter. 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 were. Information needed in advance to achieve the mission of this class

Marketing & PR Slide 4 You cannot discover new oceans unless you have the courage to lose sight of the shore. … Unknown Author

Marketing & PR Slide 5 Part Two  Fundamental Reason for Existence  The Barbershop Product  Marketing, Promotion, Public Relations & Publicity Defined  Building A Marketing Team

Marketing & PR Slide 6 We exist to bring a message to three kinds of people People you know People you don’t know People who know people Which group is biggest? Fundamental Reason for Existence

Marketing & PR Slide 7 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.

Marketing & PR Slide 8 Marketing, Promotion, Public Relations & Publicity If the circus is coming to town and you paint a sign saying, "Circus is coming to Fairgrounds Sunday," that's Advertising. If you put the sign on the back of an elephant and walk him through town, that's a Promotion. If the elephant walks through the Mayor's flower bed, that's Publicity.

Marketing & PR Slide 9 Marketing, Promotion, Public Relations & Publicity If you can get the Mayor to laugh about it, that's Public Relations. If you planned the whole thing, that's Marketing! --Author Unknown

Marketing & PR Slide 10 Building a Marketing Team Inside the box thinking Outside the box thinking

Marketing & PR Slide 11 Part Three  Understanding Your Audiences

Marketing & PR Slide 12 Understanding Your Audiences Existing Members Marital status 82% Married 10% Single/Living with a partner 08% Separated/Divorced/Widowed Based on 2003-2004 research conducted by Harris Interactive

Marketing & PR Slide 13 Understanding Your Audiences Existing Members Children 76% no children at home 11% 1 child at home 08% 2 children at home 05% 3+ children at home Based on 2003-2004 research conducted by Harris Interactive

Marketing & PR Slide 14 Understanding Your Audiences Existing Members Income 07% < $25K 21% $25K-<$50K 39% $50K < $100K 23% $100K+ 11% declined Based on 2003-2004 research conducted by Harris Interactive

Marketing & PR Slide 15 Understanding Your Audiences Existing Members Employment (US residents) 51% employed full-time 07% employed part-time 11% self-employed 03% unemployed 36% Student/Homemaker/Retired Based on 2003-2004 research conducted by Harris Interactive

Marketing & PR Slide 16 Understanding Your Audiences Former Members Why do lapsed members leave? 49% lack of time work/school/family 22% moved and either went to a market without a chapter or didn’t bother to rejoin in their new market 19% cost 15% poor quality singing Based on research conducted by Harris Interactive in 2003-2004

Marketing & PR Slide 17 Understanding Your Audiences Former Members Why do lapsed members leave? 13% poor leadership 13% lack of change (wanted to explore other styles) 13% not fun anymore 11% too much focus on competition 10% lack of friendliness 9% quartet disbanded 6% didn’t fit with members, not open to diversity Based on research conducted by Harris Interactive in 2003-2004

Marketing & PR Slide 18 Understanding Your Audiences Lapsed Members Desired changes from lapsed members: 32% attract younger members/more family- friendly 29% revise musical standards 25% improve leadership 12% review competition standards 8% more flexible on costs 8% more quartet opportunities *Adds up to more than 100% as some responded with more than one change.

Marketing & PR Slide 19 Marital status 41% Married 38% Single/Living with a partner 22% Separated/Divorced/Widowed Understanding Your Audiences Potential Members Demographic profile of prospects most likely to join

Marketing & PR Slide 20 Children 75% no children at home 20% 1-2 children at home 5% 3+ children at home Understanding Your Audiences Potential Members Demographic profile of prospects most likely to join

Marketing & PR Slide 21 Income 56% < $50K 26% $50K < $100K 14% 100K+ 04% would not divulge Understanding Your Audiences Potential Members Demographic profile of prospects most likely to join

Marketing & PR Slide 22 Employment - (US residents) 56% employed full-time 16% employed part-time 20% self-employed 07% unemployed 25% Student/Homemaker/Retired Understanding Your Audiences Potential Members Demographic profile of prospects most likely to join

Marketing & PR Slide 23 Reasons why prospects have not joined us: 74% inadequate time 69% family more important right now 59% don’t need it 45% don’t like barbershop 42% don’t have a voice 38% uncomfortable singing in public 31% don’t care for the people involved This adds up to more than 100% as some responded with more than one reason. Understanding Your Audiences Potential Members Demographic profile of prospects most likely to join

Marketing & PR Slide 24 Understanding Your Audiences Desired Changes Interest will increase with contemporary songs 43% of prospects 70% of members 72% of lapsed members

Marketing & PR Slide 25 Understanding Your Audiences Desired Changes Interest will increase if other a cappella styles of music are encouraged 40% of prospects 41% of members 48% of lapsed members

Marketing & PR Slide 26 Understanding Your Audiences Desired Changes Three most important changes requested by prospects: More contemporary songs Allow other styles of a cappella More variety of arrangements

Marketing & PR Slide 27 Membership Marketing The key to recruiting members is gaining understanding of the potential member’s interests and needs.

Marketing & PR Slide 28 Membership Marketing Questions to ask Does your chapter have a system for identifying prospective members? Are you ready for guests coming in the door? How do you treat them when they’re there? What’s their impression when they go home?

Marketing & PR Slide 29 Membership Marketing Questions to ask What follow up do you provide? Do you survey guests? Do you provide recognition to your members for recruiting new members? Do you have a membership booth at all chapter events?

Marketing & PR Slide 30 Membership Marketing Questions to ask Do you advertise for new members? Do you offer training to your members on how to market your chapter?

Marketing & PR Slide 31 Event Marketing 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 Join CVB Seek highly visible appearances

Marketing & PR Slide 32 Part Six – Media Relations  Researching Contacts  Advertising  What’s Interesting to the Media?  Channels  Best Ways To Approach the Media  Recognizing Your Media Contacts

Marketing & PR Slide 33 Media Relations Researching Contacts - Newspapers Collect newspapers sold in community Read articles about organizations like yours Note names of writers Note style of writing Note content of articles Clip masthead from each publication Note names of staff Note names of publisher

Marketing & PR Slide 34 Media Relations Researching Contacts - Organizations Chamber of Commerce Membership list Web site Net working events Convention and Visitor’s Bureau Membership list Web site Net working events Other Fraternal Groups

Marketing & PR Slide 35 Media Relations Researching Contacts - Internet Search engines & web sites Learn what you can about publications Learn about the writers Learn about the mission of the publication

Marketing & PR Slide 36 Advertising Public Service Announcements Free Wide circulation Persistent

Marketing & PR Slide 37 Advertising - Paid Control of content Control of timing Negotiate cost & placement May lead to free coverage

Marketing & PR Slide 38 Advertising - Paid What do radio ads cost?

Marketing & PR Slide 39 Advertising - Channels Internal Chapter Show Program District Bulletin Harmonizer Newsletter External Yellow Pages Chamber Directory CVB Directory Billboard Web Site Newspaper Ads Posters TV ads External Radio ads Banners Classified Ads Take-One box Telemarketing Magazine ads Flyers Email Movie Ads Postcards Media Releases Word of Mouth Brochures

Marketing & PR Slide 40 What’s Interesting to the Media? Human Interest Stories Youth Senior Participation Surprise Excitement

Marketing & PR Slide 41 What’s Interesting to the Media? Achievement By Locals Awards received Successful contest participation Grants & support received Performance at… Interesting place Interesting audience Events attended Conventions Contests Educational experiences

Marketing & PR Slide 42 Media Channels – Print (External) Free Papers & Newsletters Weekly Newspapers Daily Newspapers Magazines Direct Mail Posters & Flyers

Marketing & PR Slide 43 Media Channels - Radio & Television (External) Radio Local Broadcasts Regional Broadcasts TV Cable Broadcast Local Network

Marketing & PR Slide 44 Email bulletins and listservs (Internal/External) Direct email Maintain everyone in simple list – manage updates using Members Only Best for small numbers Yahoo groups Free… easy… members maintain themselves Weekly poop sheet A must! And a natural for email – constant reinforcement of basics, schedule, changes

Marketing & PR Slide 45 Website (Internal/External) Public facing Contact us… find us… hire us… learn more General image and recruiting Publicity and ticket orders Internal facing Internal communication, administration, chapter management functions

Marketing & PR Slide 46 Website (Internal/External) Website (Internal/External) Five things a public-facing web site must have 1.Faces! What’s a good picture? 2.Value proposition: Why you should see us, hear us, sing with us 3.Come see us 4.Contact info 5.Map to meeting: create own or use MapQuest or others

Marketing & PR Slide 47 Internal Channels Chapter bulletin Chapter website District Bulletin Harmonizer If you receive or take any photos of a memorable or important quartet experience, or pose for pictures with any celebrities you meet, write a story to accompany the photo and distribute it to the above publications. Re-prints of the story in these publications are good PR for your group.

Marketing & PR Slide 48 Best Ways To Approach the Media How To Meet Them Informally Organizations they belong to Chamber of commerce Service clubs Where their children go School events Athletic events

Marketing & PR Slide 49 Best Ways To Approach the Media Face-To-Face Meetings Hand them your material if you can If you can not meet them to hand over material Follow up by telephone Follow up by email If you cannot meet the person sought, meet their associate or assistant Harder to ignore submission if personal Opportunity to answer questions

Marketing & PR Slide 50 Best Ways to Approach the Media Radio Paid placement How do I know the best radio stations to approach? What is the best way to approach radio stations?

Marketing & PR Slide 51 Best Ways to Approach the Media Newspapers Paid placement What is the best way to approach a newspaper? What’s the best time to contact a newspaper?

Marketing & PR Slide 52 Best Ways to Approach the Media (Editorial) Your aim To generate favorable coverage of your performances, events and programs and goals. The balancing act To you, your chapter is special; to the media, it's just one organization among many.

Marketing & PR Slide 53 Best Ways to Approach the Media (Editorial) Determine Your Targets Tell the media what you're doing and why. Go to them with news about achievements, not plans. You will not get very far without a creative or unique angle

Marketing & PR Slide 54 Best Ways to Approach the Media (Editorial) Stick with the basics, spelling out the who, what, when, where, and why of what you have done. Be open Be responsive Remember the public

Marketing & PR Slide 55 Media Recognition Thank your media contacts for helping you do your job Yes, they need to fill their space, but they could do it with material from someone else They can ignore your material if they do not like you or your organization Consider a media recognition night at a guest night Award a certificate to those who publish your material Thank them before your chapter Post their clipping of your material at your meeting place Provide free tickets to your events and give them good seats

Marketing & PR Slide 56 Part Seven – Public Relations  How To Generate Publicity/Awareness  Public Relations Tools  Developing Your Marketing Message

Marketing & PR Slide 57 Public Relations How To Generate Publicity/Awareness Decide why you want the coverage Know what’s newsworthy Develop a hook Define your approach Determine your targets Be prepared for the coverage and the possible consequences

Marketing & PR Slide 58 Public Relations - Tools News release How to write one Keep it to one page Contact information about your group at the top The who, what, when, where and why of your story The date this information is appropriate for release

Marketing & PR Slide 59 Public Relations - Tools News release How to write one A headline and summary of what this story is about A short bio on your organization Describe photo opportunities that may exist A “###” symbol at the end denotes the end of the release

Marketing & PR Slide 60 Public Relations - Tools News releases Who to do you send a new release to? City editor (Newspaper) News editor or publisher (Community paper) Assignment editor (TV) News director (Radio) How to distribute Fax Email Mail In person

Marketing & PR Slide 61 Public Relations - Tools Media kit Components News release Fact sheet or brochure Sharp, glossy B&W Photos with everyone in the photo identified including the name of the photographer (use a label on the back of the photo) Copies of previous articles written about your group How to distribute In person

Marketing & PR Slide 62 Public Relations Developing Your Marketing Message Crafting your chapter’s Marketing Message requires the ability to understand things from your member’s and prospective member’s perspective. Instead of trying to develop your Marketing Message by asking; “What’s great about our Chapter or our Society,” ask yourself questions like: “What does this person care about?” “What are his problems, concerns or interests?” “Why should this member or prospective member invest three or more hours a week to membership and participation in our chapter?”

Marketing & PR Slide 63 Short and to the point – Some may call this your elevator speech or your audio logo. It’s a response to someone who asks you, “So, what do you do?” Complete message Public Relations Two Types of Marketing Messages

Marketing & PR Slide 64 Public Relations Short Marketing Message: Barbershop… It’s easy It’s fun You can do it, too! I encourage all of you to make sure ALL your fellow members can recite this short marketing message from memory.

Marketing & PR Slide 65 Part Eight  Branding

Marketing & PR Slide 66 Branding Our “brand” is inclusive of the music we sing, the fellowship we experience, the events in which we participate and compete and the atmosphere of our local chapter meetings. Our “brand” represents our members’ total experience in the Society. Our music is a core part of our “brand.” We are the keepers of a classic American art form. Our brand is not bad, but it does need to be reenergized. However, bringing about the needed improvements in our brand will involve far more than aggressive advertising and public relations.

Marketing & PR Slide 67 1.Focus your brand – specialize - our specialty is barbershop harmony. 2.Create a unique value proposition – IMHO we struggle to create a unique value proposition to members and prospective members. 3.More importantly than targeting just a demographic, target a mindset - As an organization we seem to focus more on targeting a demographic and not on targeting a mindset. 4.Unlock your market – dominate your category – we do dominate our category Branding The seven steps of branding

Marketing & PR Slide 68 5.Deliver a remarkable customer/member experience to drive brand loyalty - IMHO, due to a lack of competent administrative and musical leaders and planning at the chapter level, we fall way short in this area. 6.Create a great and compelling business story – we are an organization full of great stories, many of them do get told, but few are compelling enough to garner national media attention. Even when we do garner such attention it is hard to translate how such exposure is leading to achievement of Society aims. Branding The seven steps of branding

Marketing & PR Slide 69 7.Make your brand their brand – Clearly, with the population of the USA and Canada at 333 million people and less than 26,000 of those people being members of the Barbershop Harmony Society, we are “making our brand their brand” a very small percentage of the time. Committee Involvement: The Marketing & PR Committee has been asked to become champions of our new branding efforts promoting consistent and correct logo usage on all chapter-related materials. Branding The seven steps of branding

Marketing & PR Slide 70 Part Nine  Operating on a Shoestring Budget

Marketing & PR Slide 71 Marketing on a Shoestring Budget Engage in Strategic Partnerships Target Marketing Special and Seasonal Promotions Cooperative Advertising (barbershop style) Value-adding versus discounting Discounts and premiums Business Cards

Marketing & PR Slide 72 Marketing on a Shoestring Budget Modeling Harness the potential of the Internet Be Visible Create a Referral Program Coupons Seek Sponsorships Monitor Your Programs

Marketing & PR Slide 73 Part 10  Tools of the Trade

Marketing & PR Slide 74 Tools of the Trade COMMUNICATIONS PHONE LINE VOICE MAIL WEB SITE BUSINESS CARDS EMAIL ADDRESS

Marketing & PR Slide 75 Tools of the Trade EQUIPMENT COMPUTER COLOR PRINTER SCANNER FAX DIGITAL CAMERA POSTAGE METER

Marketing & PR Slide 76 Tools of the Trade OTHER TOOLS MERCHANT SERVICES AGREEMENT STABLE MAILING ADDRESS MAILING LIST PRESS KIT- One that tells them who you are, what you do, and why they should hire you. PHOTOS - Stock a quantity of 8X10 color and black & white photos with your group logo and contact information.

Marketing & PR Slide 77 Part 11  Image

Marketing & PR Slide 78 Image QUESTIONS TO CONSIDER PHONE LINE – Is your phone answered professionally? VOICE MAIL – Is your voicemail greeting scripted professionally? WEB SITE – What kind of image does your web site project to visitors? PRESS KIT - What kind of image does your press kit project to potential clients?

Marketing & PR Slide 79 Image QUESTIONS TO CONSIDER REHEARSAL VENUE - What kind of image does your rehearsal hall project on visitors? BUSINESS CARDS – What kind of image do your business cards project? With contact information on the front and a map to your meeting location on the back LETTERHEAD – What kind of image does your letterhead project? THANK YOU CARDS – What kind of impression do you leave with a client if you send a thank you card after a performance?

Marketing & PR Slide 80 Part 12 - Planning  Strategic Planning  Setting Objectives  Defining Strategy  SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)  Vision & Mission  Strategic Planning is NOT…

Marketing & PR Slide 81 Planning Planning Why Should My Chapter Create a Marketing Plan?  Asks & answers questions of importance  Simulates the future  Forces the setting of objectives  Gives a framework for decisions  Develops performance measurements  Improves communication

Marketing & PR Slide 82 Planning Planning is typically divided into two subsets  Long-range (or strategic) and  Short-range (or tactical)

Marketing & PR Slide 83 Planning Three Big Strategic Questions  Where Are We Now?  Where Do we Want to Go?  How Will We Get There?

Marketing & PR Slide 84 The GAP / SWOT Analysis Vision 3-5 years Situation Audit The “GAP” Where you want to go. Where you are today. What you have to do to get there to do to get there. Planning

Marketing & PR Slide 85 Planning Situational Analysis – Common Weaknesses & Threats  Many chapters ate small-medium sized  Many have low-medium technological capabilities  Limited budgets  Many chapters have little experience in planning  Many leaders have little/no experience with a chapter’s planning process  Many leaders/members are resistant to accept the WORK of planning; joined the chapter to SING  Leaders are frequently new to the job

Marketing & PR Slide 86 Planning The Five Steps of Strategic Planning 1.Developing a Vision and Supporting Mission(s) 2.Setting Objectives 3.Crafting a Strategy 4.Implementing and Executing Strategy 5.Evaluating Performance, Reviewing the Situation and Initiating Corrective Action

Marketing & PR Slide 87 Planning Your Chapter’s VISION  Reflects the leadership team’s vision of what the chapter seeks to do and to become  Sets forth a meaningful direction for the chapter

Marketing & PR Slide 88 Planning Your Chapter’s MISSION  Outlines “Who you are” and “What you do”

Marketing & PR Open Class Questions 1)How many of you know the Vision and Missions of your chapter? _____ 2)How many of your members would you estimate know the Chapter’s Vision & Mission _____

Marketing & PR Planning Review Sample Mission Statements (See CD for handout) HOMEWORK: Consult with your chapter website or another chapter leader/member back home and come in tomorrow morning with your chapter’s mission and vision statement

Marketing & PR Slide 91 Planning Setting Objectives  The purpose is to convert the mission into Specific Performance Targets  Serve as yardsticks for charting your chapter’s progress and performance.  Should be set at reasonable and attainable levels that require stretch and disciplined effort.

Marketing & PR Slide 92 Planning Types of Marketing Objectives to Consider:  Public Relations Objectives  Advertising Objectives  Show Ticket Sales Objectives  Performance Objectives  Singing Valentines Objectives  Short-Term  Long-Term

Marketing & PR Open Class Questions 1)What are some other marketing objectives that could be added to the previous list? _______________________________________

Marketing & PR Class Discussion Time QUESTIONS: 1)What kinds of changes have your chapter’s experienced in recent years? _______________________________________ 1)Is your chapter reacting to these changes or preparing for them in advance? _______________________________________

Marketing & PR Slide 95 Planning Process Variables  Is this the chapter’s first attempt at creating a marketing plan?  Is there a past history of success? Of failure?

Marketing & PR Slide 96 Planning Developing A Marketing Plan for your Chapter Planning Process: General Statements  A process consistent with the culture of the chapter  Based on an honest assessment of current situation and SWOT analysis  A plan that develops priorities but broad enough in which the membership or at least a significant portion can participate  Has measurable outcomes with clear assignment of responsibility  Has some easy wins/ensures success

Marketing & PR Slide 97 Planning Developing A Follow-up Plan Planning Process: General Statements  Success of prior plan will likely increase buy-in and acceptance by members  Enables plan to be more detailed and prescriptive  Can be work of a few key individuals or can involve re-constitution of a planning committee

Marketing & PR Planning Class Discussion Time 1.How many of your chapters have held planning sessions, put something to paper and never witnessed follow-up to see if your plan is on or off track? ____________ 2.If you have had follow-up, in what ways was that helpful? _____________________

Marketing & PR Slide 99 Part 13 Planning Success Principles  Leadership  Attention to the Marketplace  Engagement of Stakeholders  A Structured Framework  Facilitated Teamwork

Marketing & PR Slide 100 Planning Success Principles Leadership Leadership is the capacity to release and engage human potential in the pursuit of a common cause. … Michael Moore and Michael Diamond Academic Leadership: Turning Vision into Reality Academic Leadership: Turning Vision into Reality

Marketing & PR Slide 101 Planning Success Principles The Leader as Strategic Planner  Be an enthusiastic sponsor of the process  Secure the participation of planning team members  Engender a climate of openness to change and renewal  Be willing to put everything “on the table”  Sustain commitment to the process through tough times  Sustain communications; keep everyone informed  Know when to, and be willing to, “make the decision”  Be accountable for leading implementation

Marketing & PR Slide 102 Planning Success Principles The Leader as Strategic Planner Strategic planning is not a replacement for your leadership, but an instrument of your leadership! … Michael Moore and Michael Diamond Academic Leadership: Turning Vision into Reality

Marketing & PR Slide 103 Planning Success Principles  Leadership  Attention to the Marketplace  Engagement of Stakeholders  A Structured Framework  Facilitated Teamwork

Marketing & PR Slide 104 Attention to the Marketplace The marketplace has changed dramatically in recent years. These changes have had a detrimental impact on many community-based non-profit organizations with a chapter structure. Social capital is in decline. According to Dr. Robert Putnam, author of Bowling Alone, there are four major reasons for this decline: 1.Pressures of time and money, especially the stresses of two- career families 2.Suburbanization, commuting and sprawl 3.The effect of electronic entertainment — above all, television (and more recently computers) 4.Generational change — the steady replacement of the long civic generation

Marketing & PR Slide 106 Planning Success Principles Engagement of Stakeholders  Chapter President  Chapter Board Members  Committee Chairs and Members  The Chorus Director  Members of the Music Team  Chapter Members  Member Spouses/Family members

Marketing & PR Planning Success Principles Open Class Questions Of those of you that have been involved in Chapter Planning… 1.How many of the plans were developed soley by the Chapter Board or Planning Committee?____ 2.How many involved surveys of the membership as part of the planning process? ____________

Marketing & PR Generational Differences Planning requires a good understanding of the stakeholders implementing the plan or impacted by it.

Marketing & PR Slide 109 Generational Differences “Long-civic” Generation Age 60+ Grew up in times of scarcity (Great Depression, World Wars) – banded together for survival Place importance on Affiliation – spending time with people of similar backgrounds and experiences More time than money Usually agricultural or manufacturing background Accustomed to working in a hierarchical environment – position and titles are important Past accomplishments have meaning

Marketing & PR Slide 110 Generational Differences Boomers, GenX, GenY, Milleniums Age 55-, particularly true for 40- Grew up in times of plenty – 24 hour stores, technology, instant communication, etc. Place importance on Achievement – relationships are valuable, but secondary More money than time Usually knowledge worker or service background Accustomed to working in a flat environment – everyone’s ideas and opinions have equal value Past accomplishments are less meaningful – what have you done for me lately?

Marketing & PR Slide 111 Generational Differences Truths About Younger Generations Time is very limited – anything they do must have “meaning” Will spend $$ on things they think are important Live in the 21 st century – communications, socializing Not looking for more “friends” – by the time you meet them, relationships already established Multi-cultural, raised with equality, generally less religious, little patience for bigotry and intolerance Less respect for authority – government and business corruption has taught them not to trust Not “slackers” – actually more productive than earlier generations

Marketing & PR Slide 112 Chapter Differences - Affiliation Chapters Generally older members with average age increasing Frequent socializing during and after rehearsals with low riser discipline Less attention to singing quality – low audition standards and members sing “for fun”, not for specific goals Low contest scores or not participating in contests at all Difficulty attracting younger members and high-quality directors High “churn rate” – most new members don’t stay longer than 2 years, because their needs aren’t being met

Marketing & PR Slide 113 Chapter Differences - Achievement Chapters Generally younger members with average age static Socializing limited to outside rehearsal times with high riser discipline Strong focus on singing quality – specific goals defined and new goals set as prior goals are achieved Moderate to high contest scores, frequent coaching to improve contest performance Little difficulty in attracting younger members and high- quality directors Lower “churn rate” – high audition standards ensure dedicated new members with needs being met

Marketing & PR Slide 114 Chapter Differences - Know Who You Are Be honest with yourself Most chapters are Affiliation chapters, but portray themselves as Achievement chapters What are your contest and performance goals? How hard are you willing to work to reach them? Are you doing it, or just talking about it? Are you meeting the needs of your members? Of the prospective members you’re recruiting? Remember: a good Affiliation chapter is JUST AS VALUABLE as an Achievement chapter, but you must be MEETING THE NEEDS of Affiliation members

Marketing & PR Planning Success Principles Open Class Questions 1.How many of you are members of achievement chapters? _______________ 2.How many of you are members of affiliate chapters? ___________________

Marketing & PR Slide 116 Chapter Differences Becoming What You Want To Be Recognize that the needs of Affiliation and Achievement members are very different Accept that very few chapters can meet both needs successfully Define “what you want to be when you grow up” – If you’re not there, what has to change? If you decide to change: be prepared to lose members, perhaps many

Marketing & PR Slide 117 More Information Read Chuck Greene’s excellent report “Resurgence of the Barbershop Harmony Society” at: http://bellsouthpwp.net/g/r/gree8732/

Marketing & PR Slide 119 Planning Success Principles Framework of a Chapter 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

Marketing & PR Slide 120 Planning Success Principles Framework of a Chapter 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)  Who is responsible for executing each component of the plan?  Budget information (What is this plan going to cost?)

Marketing & PR Slide 121 Planning Success Principles Additional Components of a Detailed Plan  Marketing Mission Statement (or other missions if you have them)  BHAG (Big Hairy Audacious Goal)  Strengths (of your plan)  Weaknesses (of your plan)  Opportunities (available)  Threats (to your plan) (what may not impact you now, but could in the future)  Closing comments

Marketing & PR Slide 122 Planning Success Principles 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

Marketing & PR Do you have any questions, or new items or topics that need to be added to the expectations list or need more discussion time? 1 2 3

Marketing & PR Slide 125 Turning Vision into Reality: Getting Buy-in  Attention to Structure  Open Communication  Early Progress/Wins  Celebrate Successes  Continuous Assessment  Renewal and Refinement of Processes

Marketing & PR Slide 126 Chinese Proverb If we don’t change direction, we might end up where we’re headed!

Marketing & PR Slide 127 The final steps – but the critical ones…  Implementation  Monitoring, review, adjustment  New vision - new plan

Marketing & PR Slide 128 Part 14 Budgeting  Review Sample Budget  Typical Chapter Expenses  Budgeting Guidelines

Marketing & PR Slide 129 Budgeting – Chapter-Related Expenses Costumes Coaching Marketing Marketing Materials Advertising Sheet Music Learning CDs Custom Arrangements Web Site Professional Services Rehearsal Hall Rental Show Production Expenses Singing Valentines Expenses Recording Project CD Duplication Commissions on Sales Printing Creative Royalties Office Supplies Telephone/Voice Mail Courier Director Stipend Risers

Marketing & PR Slide 130 Budgeting Guidelines  Base your budget on historical data of what is usually spent  Allocate your overall budget based on the (board approved) project plans and budgets submitted by all board members and committee chairs  Allocate a percentage of the total budget to your marketing budget (marketing, advertising, promotion, public relations & publicity) – 12% is a good starting point

Marketing & PR Budgeting Class Discussion Time QUESTION: 1)How many of you know what your chapter’s annual budget is? __________ 2)If you are a chapter officer, how many of you know the annual budget for your area of the chapter’s operations? __________

Marketing & PR Slide 132 Part 15 – Conclusion  Creating the framework for your Chapter’s Marketing Plan  Information Resources  Review mission of the class – Did this class achieve that mission?  Review expectations captured at beginning of class and added throughout the week – Did this class meet those expectations  Sources

Marketing & PR Slide 133 Conclusion Information Resources Society District Leaders of other chapters Outside experts Internet Links Books/Publications Audio/Video Media Leadership Academy (formerly known as COTS) Harmony University Podcasts www.itunes.comwww.itunes.com

Marketing & PR Slide 134  To provide YOU with knowledge and tools to become more effective chapter leaders  To provide an opportunity 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 marketing plan for your chapter. Conclusion Revisit Mission of this class

Marketing & PR Slide 135 Conclusion Sources:  Various Leaders of the Barbershop Harmony Society  “Generational Differences” by Chuck Greene, with thanks to Chris Rimple and “Digger” MacDougall  “Designing the Future of the Organization” by John B. Spence, the Fulcrum Alliance  “Integrated Business Planning” by Charles P. Sitkin, Consultant in affiliation with Carnegie-Mellon University  “Developing and Implementing A Strategic Plan” by Michael Diamond  “Academic Leadership: Turning Vision into Reality” by Michael Moore and Michael Diamond

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