SPRING FOR MUSIC
Carnegie Hall ▪ May 6-11, 2013
OBJECTIVE:
Increase capacity sold to 80% in 2014:
a. Increase average ticket sales each year to
orchestras by 100 (from 650 to 750 for 2013)
b. Increase average ticket sales each to
public by 200 annually (from 900 to 1,100
for 2013)
SPRING FOR MUSIC
Carnegie Hall ▪ May 6-11, 2013
TACTICS:

ORCHESTRA SALES:
 Communicate case studies
 Support and work with each orchestra identify its unique
message to maximize “home-town fans” 1
 Aid, abet, cajole, shame; communicate comparative sales to all
participating orchestras; reward most effective efforts

PUBLIC SALE: Direct Mail
 Refocus messaging on the experience, away from the mission
 Redesign piece for greater printing / mailing efficiency - $5,000
+ in savings
 With two years of audience data prospecting profile now more
sharply defined
 Keep quantity the same, but mail less "deep" into the prospect
pool, mail to top decile twice
 PUBLIC SALE: Radio Advertising
 Continue to explore avenues to enhance, expand value of
WQXR media partnership
 Develop media partnership with commercial radio station
(WCBS / WOR / WINS / WWRL) to drive week out / week of
sales
1
Detroit, Baltimore and National are CRStager marketing clients.
CRStager marketing & audience development
250 West 57th Street – Suite 901 New York, New York 10107
917.940.1748 CRStager@CRStager.com
2
SPRING FOR MUSIC
Carnegie Hall ▪ May 6-11, 2013

PUBLIC SALE: Print Advertising

PUBLIC SALE: Web Advertising
 Presume print to build awareness more than sales
 Select publications judiciously
 Investigate media partnership with Time Out NY
 Tie internet advertising to print schedules
 Engage internet media buying service, familiar with performing
arts, to schedule, create and place
 Web advertising to drive week out / week of sales; presume cost
will exceed return

ON-SITE MARKETING
 “Dress” Carnegie Hall building / windows; clings
 Continue SFM specific 3-sheet design
 Eliminate banners on 57th & 7th Ave block for 2013; obstructed
by scaffolding
 Divert cost of banners to exterior bus advertising?
 Bus tails cost exceeds $8,000 minimum for 75 tails
 Sides unaffordable = $50,000+for 75 sides
 SOCIAL MEDIA – Facebook, Twitter, E-Mail
 To manage contact with past SFM patrons; build retention
 To cultivate cross-contact relationships with SFM participating
orchestras, artists, partner organizations
 To grow e-mail marketing list
 Management of initiative required; vendors being investigated
 “Micro Audiences” created, contributing to sales growth
objective week out / week of sales
CRStager marketing & audience development
250 West 57th Street – Suite 901 New York, New York 10107
917.940.1748 CRStager@CRStager.com
3
SPRING FOR MUSIC
Carnegie Hall ▪ May 6-11, 2013
MICRO-AUDIENCES
Target Constituencies
e-mail blasts
Facebook
Twitter
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
SPRING FOR MUSIC Constituents
Accounts currently participating in:
Cultivation of non-participating accounts
PARTICIPATING ORCHESTRAS
BALTIMORE, ALBANY, BUFFALO, DETROIT,
NATIONAL
PR / Marketing accounts
Board Member accounts
Orchestra Member accounts
2012 Orchestras
Houston
Edmonton
New Jersey
Alabama
Milwaukee
Nashville
2011 Orchestras
Orpheus
Toledo
Dallas
Saint Paul
Montreal
2014 Orchestras
New York Philharmonic
Seattle
Rochester
Winnipeg
Cincinnati
Pittsburgh
X
CRStager marketing & audience development
250 West 57th Street – Suite 901 New York, New York 10107
917.940.1748 CRStager@CRStager.com
4
SPRING FOR MUSIC
Carnegie Hall ▪ May 6-11, 2013
e-mail blasts
Facebook
Twitter
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
GUEST ARTISTS
Time For Three
Kevin Cole
Storm Large
regional past presenters
PARTNER ORGANIZATIONS
Carnegie Hall
New York Philharmonic
WQXR
Sponsors?
Advertising Outlets
(not necessarily reflecting 2013 activity)
New York Times
New Music Box
Sequenza 21
Time Out New York
The New Yorker
L Magazine
The Onion
List Trades / Rentals
"EX-PATS"
Detroit
Other participating cities?
CRStager marketing & audience development
250 West 57th Street – Suite 901 New York, New York 10107
917.940.1748 CRStager@CRStager.com
5
SPRING FOR MUSIC
Carnegie Hall ▪ May 6-11, 2013
RETENTION ACTIVITY
re-engaging SFM buyers
o Summer 2012 – Membership offer (e-blast)
o August 2012 – Priority offer (mail)
o November 2012 – Oregon to Detroit change
(e-blast)
o December 2012 – Holiday greeting (e-blast)
o January 2013 – TBD
o February 2013 – TBD
o March 2013 – TBD
o April 2013 – Concerts in May; do you have
your tickets? (e-blast)
o May 2013 – Countdown to opening; daily
concert updates & sales pitch (e-blast)
CRStager marketing & audience development
250 West 57th Street – Suite 901 New York, New York 10107
917.940.1748 CRStager@CRStager.com
6
SPRING FOR MUSIC
Assessing
Carnegie Hall ▪ May 6-11,
2013media options…
PASSIVE
DIRECT
MARKETING
INTRUSIVE
message
message
elective
active
(developing
audiences)
TELEMARKETING
DIRECT
MAIL
E-BLASTS
WEBSITE
SOCIAL MEDIA
RADIO
ADVERTISING
OUTDOOR
ON-LINE
ADVERTISING
ADVERTISING
PRINT
ADVERTISING
FLYERS &
GUERILLA
DISTRIBUTION
TELEVISION
(acquiring
audiences)
CRStager marketing & audience development
250 West 57th Street – Suite 901 New York, New York 10107
917.940.1748 CRStager@CRStager.com
7
SPRING FOR MUSIC
Carnegie Hall ▪ May 6-11, 2013
NOTES:
CRStager marketing & audience development
250 West 57th Street – Suite 901 New York, New York 10107
917.940.1748 CRStager@CRStager.com
8