Marketing, PR and Fundraising Recommendation for an Early Music Ensemble
Marketing, branding and fundrasining for an ensemble is a major challenge. La Pedrina aims at improving all three dimensions. The group is exposed to all stretegic fundamentals applicable to the culture sector. Specifically, it will need to focus on developing a consistent mission statement and vision, applying new media, expanding the network to find private donors and shaping brand affinity.
Eggler Lisa & Halter Tim & Nguyen My Linh & Phillipsen Britta & Rohrer Saskia & Jasmin Tobler, 2017
Projektarbeit/Praxisprojekt, Early Music Ensemble
Betreuende Dozierende: Rodolfo Ciucci
Keywords: Fundraising, Branding, Marketing/PR, NPO, Early Music Ensemble in start-up phase
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The ensemble was founded in Basel in 2016. It has a broad "Early Music" repertoire, with a particular emphasis on the Italian Renaissance and Baroque period. As a fairly new ensemble, strategic development must start from scratch. The ensemble's aspiration is to be an internationally recognized top-league Early Music ensemble, also committed to musicological research by renowned musicologists and performance such rediscovered Early Music scores. The aim of the research project was to develop recommendations in the context of marketing, fundraising and branding.
In order to get a complete and accurate insight on the main success factors in marketing, the project team first conducted a broad literature review amongst primary and secondary sources. Information was obtained from specific literature about cultural marketing and fundraising as well as branding with a focus on non-profit organisations. In addition, several statistics were analysed. A set of interviews was conducted in a snowball sampling approach to develop a deeper understanding of the core research topics and answer to the research questions.
The project work resulted in thirteen specific recommendations that were condensed in an action plan. It involves recommendations for developing a mission and vision statement, defining a transparent brand, developing clear brand messages and elaborating persuasive messages, creating a professional website, publishing a modern program booklet, setting clear fundraising targets, developing social media channels and content, empowering a brand ambassador, professionalising fundraising efforts, focussing on propspective individual donors and establishing close relationships with donors and expanding the contact network.
Addressing these recommendations, the client will build the basis for a more strategic positioning and have a greater chance to excel in a higly competitive environment, where the outstanding performance of Early Music works alone is no longer the sole decisive success factor.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation