Ford Amphitheatre Summer Season Partnership Program SAMPLE MARKETING PLAN
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1 Ford Amphitheatre Summer Season Partnership Program SAMPLE MARKETING PLAN This marketing plan was used by Linda Chiavaroli to promote the Ford Theatre Foundation Chamber Music Under the stars concert by the Brazilian Guitar Quartet. Name of partner: Ford Theatre Foundation Title of program: BRAZILIAN GUITAR QUARTET Date of performance: June 24, 2005 Sales goal (no. of paid tickets): 400 Actual tickets sold: 477 Paid tickets for previous Ford performance (if applicable) Chamber Music Under the Stars Concert #1 Alexander String Quartet No. of tickets: 240 Date of performance: July 2004 Page 1 of 5
2 TARGET AUDIENCES when to approach best way to reach Current ticket buyers 1 Ford classical event ticket buyers 8 wks out snail mail Ford partnership artists whose audiences/program relate to your event 1 Brazilian Nites Productions* 4 to 6 weeks out Brazilian Nites snail mail list (producer of Brazilian Summer Festival) 2 weeks out Brazilian Nites blast 2 Viver Brasil Dance Company 2 weeks out Viver Brasil blast Other organizations whose audiences/program relate to your event 1 Brazilian Consulate 4 weeks out snail mail to select list 2 Guitar groups a) American Guitar Society local chapter** April 2005 dist at final season concert May 2005 dist at spring membership meeting May 2005 feature in spring newsletter 2 wks out AGS blast b) L.A. Guitar Quartet 2 wks out blast to their list c) Orange County Guitar Circle 6 wks out web site posting d) Los Angeles Guitar Society 6 wks out web site posting 3 Chamber music series with adventurous programming a) Da Camera Soc: Ch Mus in Historic Sites 8 wks out snail mail b) UCLA chamber music events (selected) 8 wks out snail mail c) Ojai Festival 8 wks out snail mail d) La Jolla Ch Mus Soc LA ticket buyers 8 wks out snail mail *Ford Theatre Foundation forged a partnership with Patricia Leao of Brazilian Nites, whose Brazilian festival was two days after the BGQ concert. They promoted the two concerts together as Celebrate Brazil! in ads, on the web, in s and on a special postcard. Brazilian Nites was paid a fee for distribution the postcards to their extensive route of Brazilian and related outlets, access to the Brazilian Consulate prime mailing list, coordination of ad placement in Brazilian publications, listing of both events on 50 Brazilian/Latino web sites and contacting Brazilian/Latino press outlets. The organizations split the cost of the ads. Page 2 of 5
3 **AGS, in return for their promotional considerations, had a membership table at the BGQ concert. Page 3 of 5
4 Marketing Tool Who will execute when cost $$$ Grassroots marketing Postcard distribution Brazilian Nites distribution route Brazilian Nites 2-3 wks out fee Guitar stores McCabe s etc. Linda s Intern 2-3 wks out free Latino outlets Latino Initiative Interns 2/3 wks out free Special flier design & reproduction (other than Ford individual event postcard) Chamber Music Under the Stars Brochure designer & printer weeks out fee Celebrate Brazil postcard designer & printer 8 wks out fee list trading; membership dues if required, etc. Inclusion in Ford blast Ford 2 wks out free Brazilian Nites blast Brazilian Nites 2-4 wks out free Viver Brasil blast Viver Brasil 2 wks out free American Guitar Society-LA blast AGS 2 wks out free Direct mail Design & printing Ford season brochure Ford March 20 free Individual event postcard Ford 8 wks out free* Mail list acquisition (for Chamber Music Brochure) Ford ticket buyer lists Mellady Direct free DaCamera Society Linda C. 12 wks out free (trade) UCLA chamber music events (select) Linda C. 12 wks out free (trade) La Jolla Ch Mus Soc LA ticket buyers Linda C. 12 wks out free (trade) Ojai Music Festival Linda C. 12 wks out fee (Big List) Mail processing & postage Individual event postcard Mellady Direct 4-6 wks out 21 per card** *Unless you opt to design your own, in which case you may have to pay a designer; Ford pays for printing of up to 10,000 per performance even if you design your own; you can have Ford print additional for $60 per 1000 but they must be printed at the same time as all the other cards in your group. **This is an outside estimate that includes both processing and postage by the Ford s mailing house, Mellady Direct, whom you are required to use because all cards have the Ford s postal imprint. Probably the cost will end up being less. Page 4 of 5
5 Marketing Tool Who will execute when cost $$$ Media relations Professional services: Publicist Linda & Patricia 3 mos. out min. fee Press lists ( ) Ford free Materials: audio CD dupes Linda C. 3 mos. out min. cost of media Duplicating release & other press kit materials Linda C. 3 mos. out min. office copier press kit portfolios already had 3 mos. out min. n/a Postage CDs to targeted press Linda C. 6wks out office meter Express service CDs to press (last minute requests) Linda C. as necessary Fed Ex fees Internet Ford web site Ford April 1 latest free ExperienceLA.com L.A. County Cultural Calendar Ford April 1 latest free Guitar web sites Linda s intern 4 wks out free Brazilian/Latino web sites Braz Nites 4-6 wks out fee Advertising Design & production Celebrate Brazil designer 6 wks out fee Placements: Specialty publications Brazilian Pacific Times Braz Nites 4 wks out fee Brazil Today Braz Nites 4 wks out fee General interest publications LA Weekly Inclusion in Ford strip ad Ford 2 wks *** Celebrate Brazil ad Linda C. 2 wks *** ***The Ford needs to share the cost of running the LA Weekly strip ads for the 24 week season with the partnership artists; you will be asked via to opt in with $120 to be subtracted from your settlement, which qualifies you for the 25% discount on any ads specifically for your event you wish to place. Page 5 of 5
6 Marketing Tool Who will execute when cost $$$ Printed Program NOTE: You are required to produce a printed program to be bound inside the Ford program wraparound. See online artist workbook for instructions. Design & production Ad sales n/a designer 4 wks out fee printer (DM Steele) 2 wks out fee Sponsorship representation n/a Discount Ticket Services Gold Star (half price offer for 1 week only) Linda C. 4 wks out fee EXTERNAL TIMELINE Date Significant events opportunities & threats Response plans April 23 Amer Guitar Soc spring concert distribute postcards form partnership June 26 Brazilian Summer Festival both at Ford-common interest form partnership Page 6 of 5
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Setting Prices Estimating Ticket Revenue Charges and who pays them Ticket on sale Dates Ticket Categories Rushtix Complimentary tickets How do I find out how many tickets have been sold? How do I make