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An Overview of Marketing Strategies
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.
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.
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.
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.
Project Objectives
  Recruit new orchestra members

 Fill more concert seats
 Secure funding through
  corporate/private donations
 Attract a younger audience
Strategy 1: Create a New Logo
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.
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.
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.
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
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.
Strategy 4: Facebook Group
    For the purpose

    of attracting a
    younger audience
    and keeping
    orchestra
    members/patrons
    updated within
    the vast facebook
    community.
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.
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?
Still to Come:
  Distribution of pamphlets and business

  letter
 Incorporation of logo into MOS’s
  programs and website
 Possible website construction
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)

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MOS Client Project Presentation

  • 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)