An overview presentation to our client, nonprofit musical organization Mason Orchestral Society, highlighting marketing techniques utilized during the project.

1. An Overview of Marketing Strategies

2. Who is Mason
Orchestral
Society?
•Mason Orchestral Society
is a non-profit organization,
bringing enjoyment and
teaching of orchestral music
to Mason and surrounding
communities through music
lessons and periodic
philharmonic, symphonic
and chamber orchestra
performances.

3. Who is Mason
Orchestral Society?
• Offers scholarships each
year to young musicians
and members of MOS.
• Classical string lesson
program for all ages and
skill levels.
• Organized in 1975
• Originally one 16-
member orchestra
• Since grown to three
orchestras, with
combined number of
approximately 60
participants.

4. What the Current MOS Patron Looks
Like
 Primarily patrons not in the
work force (aka retired).
 Undergraduate/graduate
students from MSU College
of Music
 Young adults from
backgrounds affluent
enough to receive a string
instrument and lessons.

5. What the Projected MOS Patron Looks
Like
 College student or working
adults, ages in 20-30s,
interested in picking up old
instrument or starting
something new
 Children and young adults
from backgrounds affluent
enough to receive a string
instrument and lessons.

6. Project Objectives
Recruit new orchestra members

 Fill more concert seats
 Secure funding through
corporate/private donations
 Attract a younger audience

7. Strategy 1: Create a New Logo

8. New Designs:
A more sophisticated, eye-catching logo has been created.
Slightly edgier and more sophisticated, the purpose of attracting a
younger audience/younger orchestra members, yet conservative
and within reason, to maintain support from older patrons.

9. Information Pamphlet to Greater
Lansing Businesses
Strategy 2: Direct Mail
Pamphlet highlighting reasons to join an

ensemble with MOS, for the purpose of
recruiting new orchestra
members/patrons to Mason Orchestral
society.
 Pamphlet layout decided on and will be
distributed within the week. Addresses
came from Chamber of Commerce.

10. Business Letter to
Greater Lansing Businesses
Strategy 2: Direct Mail
To procure

donations from
greater Lansing
businesses.
 Content of business
letter is composed;
letters will be
distributed alongside
pamphlet within the
next week.

11. Strategy 2: Direct Mail
Information Pamphlet and Business Letter
to Greater Lansing Businesses
Business Categories: Antique

Retail, Attorneys, Business
Consultants, Churches, Computer
Consultants, Dentists, Golf
Courses, Horse
Training, Ophthalmologists, Physicians
and Surgeons
 Demographics of Musicians considered

12. Strategy 3: Flyers
Multiple drafts of flyers composed and

printed (to be distributed ASAP) advertising
upcoming MOS events and concerts.
 Include attractive design and incorporate
new logo.
 Will be posted on designated bulletin
boards, with emphasis on music
buildings/dorms with students most likely to
play classical instruments, as well as
bathroom doors.

13. Strategy 4: Facebook Group
For the purpose

of attracting a
younger audience
and keeping
orchestra
members/patrons
updated within
the vast facebook
community.

14. How We’re Gauging Our
Results:
Obtain numbers of current average

concert attendees.
 Obtain number of current active
orchestra participants.
 Compare these numbers on a monthly
basis.

15. Challenges
Funding: Postage, Printing, Envelopes

costly
 Openness to change: Potential
revamping of logo and website a
concern to organization at first (still
working on convincing to update style of
website).
 Possible bleeding into next semester?

16. Still to Come:
Distribution of pamphlets and business

letter
 Incorporation of logo into MOS’s
programs and website
 Possible website construction

17. Come support
Mason Orchestral
Society!
Holiday Concert
A selection of holiday music
featuring the Capitol City
Ringers and organist Mike
Dulac.
7:30pm, December 12, 2008
at the St. Mary Cathedral
(219 Seymour St., Lansing,
MI)