Transcript 2007 Marketing & PR track 10.5 hour course

Marketing & Public Relations 10.5
Harmony University - 2007
Marketing & PR
Agenda
Part One
• Introductions
• Determine Expectations
• Review Mission of this Class
• Review benchmark data needed to
make the most of this class
Part Two
• Fundamental Reason for
Existence
• The Barbershop Product
• Marketing, Promotion,
Public Relations & Publicity
Defined
• Building A Marketing Team
Marketing & PR
Slide 2
Part Three
• Understanding Your Audiences
Part Four
• Membership Marketing
Part Five
• Event Marketing
Part Six - Media Relations
• Researching Contacts
• Advertising
• What’s Interesting to the Media?
• Channels
• Best Ways To Approach the Media
• Recognizing Your Media Contacts
Agenda
Part 11
• Image
Part Seven – Public Relations
• How To Generate
Publicity/Awareness
• Public Relations Tools
• Developing Your Marketing
Message
Part Eight
• Branding
Part Nine
• Operating On A Shoestring
Budget
Part 10
• Tools of the Trade
Marketing & PR
Part 12 – Planning
• Strategic Planning
• Setting Objectives
• Defining Strategy
• SWOT Analysis
• Vision & Mission
• Strategic Planning is NOT…
Part 13
• Planning Success Principles
Part 14
• Budgeting
Part 15
• Conclusion
Slide 3
Part One
 Introductions – Glean experience level of
attendees
 Capture Expectations
 Review Mission of this Class
 Review benchmark data needed to make the
most of this class
Marketing & PR
Slide 4
Expectations/Desires
 Bullet 1
Bullet 2
Bullet 3
Bullet 4
 Bullet 5
Marketing & PR
Slide 5
Mission of this class
 To provide YOU with knowledge and tools to
become more effective chapter leaders
 To provide an opportunity for chapter leaders to
exchange ideas with leaders of other chapters
 To foster an environment of cooperation and
collaboration between chapters
 To provide YOU with the basic framework to
create a marketing plan for YOUR chapter
Marketing & PR
Slide 6
Information needed in advance to achieve
the mission of this class
 Basic knowledge and understanding of the
chapter’s annual budget and the budget process
 Identifying and collecting existing benchmarks in
areas of the chapter.
For example, it's hard to set a goal of a 10%
increase in show tickets sold or guests
attending meetings in 2007 over 2006
numbers if you don't know what your 2006
numbers were.
Marketing & PR
Slide 7
You cannot discover new oceans
unless you have the courage to
lose sight of the shore.
… Unknown Author
Marketing & PR
Slide 8
Part Two
 Fundamental Reason for Existence
 The Barbershop Product
 Marketing, Promotion,
Public Relations & Publicity Defined
 Building A Marketing Team
Marketing & PR
Slide 9
Fundamental Reason for Existence
We exist to bring a message to three kinds of
people
• People you know
• People you don’t know
• People who know people
Which group is biggest?
Marketing & PR
Slide 10
The Barbershop Product
Key components include:
• A good music program;
• Chapter's chorus and quartets must sing well.
• Good performance package;
• Chapter's performing groups must do a good job
of entertaining their audiences.
• Good administrative team leading the chapter;
• Planning that establishes realistic goals for the
chapter and the officers must follow through to
lead the membership toward those goals.
Marketing & PR
Slide 11
Marketing, Promotion,
Public Relations & Publicity
If the circus is coming to town and you paint
a sign saying, "Circus is coming to
Fairgrounds Sunday," that's Advertising.
If you put the sign on the back of an
elephant and walk him through town,
that's a Promotion.
If the elephant walks through the Mayor's
flower bed, that's Publicity.
Marketing & PR
Slide 12
Marketing, Promotion,
Public Relations & Publicity
If you can get the Mayor to laugh about
it, that's Public Relations.
If you planned the whole thing, that's
Marketing! --Author Unknown
Marketing & PR
Slide 13
Building a Marketing Team
• Inside the box thinking
• Outside the box thinking
Marketing & PR
Slide 14
Do you have any questions, or new
items or topics that need to be added
to the expectations list or need more
discussion time?
1
2
3
Marketing & PR
Part Three
 Understanding Your Audiences
Marketing & PR
Slide 16
Understanding Your Audiences
Existing Members
Marital status
• 82% Married
• 10% Single/Living with a partner
• 08% Separated/Divorced/Widowed
Based on 2003-2004 research conducted by Harris Interactive
Marketing & PR
Slide 17
Understanding Your Audiences
Existing Members
Children
• 76% no children at home
• 11% 1 child at home
• 08% 2 children at home
• 05% 3+ children at home
Based on 2003-2004 research conducted by Harris Interactive
Marketing & PR
Slide 18
Understanding Your Audiences
Existing Members
Income
• 07% < $25K
• 21% $25K-<$50K
• 39% $50K < $100K
• 23% $100K+
• 11% declined
Based on 2003-2004 research conducted by Harris Interactive
Marketing & PR
Slide 19
Understanding Your Audiences
Existing Members
Employment (US residents)
• 51% employed full-time
• 07% employed part-time
• 11% self-employed
• 03% unemployed
• 36% Student/Homemaker/Retired
Based on 2003-2004 research conducted by Harris Interactive
Marketing & PR
Slide 20
5 MINUTE BREAK
Marketing & PR
Slide 21
Understanding Your Audiences
Former Members
Why do lapsed members leave?
• 49% lack of time work/school/family
• 22% moved and either went to a market
without a chapter or didn’t bother to rejoin
in their new market
• 19% cost
• 15% poor quality singing
Based on research conducted by Harris Interactive
in 2003-2004
Marketing & PR
Slide 22
Understanding Your Audiences
Former Members
Why do lapsed members leave?
• 13% poor leadership
• 13% lack of change (wanted to explore other styles)
• 13% not fun anymore
• 11% too much focus on competition
• 10% lack of friendliness
• 9% quartet disbanded
• 6% didn’t fit with members, not open to diversity
Based on research conducted by Harris Interactive in 2003-2004
Marketing & PR
Slide 23
Understanding Your Audiences
Lapsed Members
Desired changes from lapsed members:
• 32% attract younger members/more familyfriendly
• 29% revise musical standards
• 25% improve leadership
• 12% review competition standards
• 8% more flexible on costs
• 8% more quartet opportunities
*Adds up to more than 100% as some
responded with more than one change.
Marketing & PR
Slide 24
Understanding Your Audiences
Potential Members Demographic profile
of prospects most likely to join
Marital status
• 41% Married
• 38% Single/Living with a partner
• 22% Separated/Divorced/Widowed
Marketing & PR
Slide 25
Understanding Your Audiences
Potential Members Demographic profile
of prospects most likely to join
Children
• 75% no children at home
• 20% 1-2 children at home
• 5% 3+ children at home
Marketing & PR
Slide 26
Understanding Your Audiences
Potential Members Demographic profile
of prospects most likely to join
Income
• 56% < $50K
• 26% $50K < $100K
• 14% 100K+
• 04% would not divulge
Marketing & PR
Slide 27
Understanding Your Audiences
Potential Members Demographic profile
of prospects most likely to join
Employment - (US residents)
• 56% employed full-time
• 16% employed part-time
• 20% self-employed
• 07% unemployed
• 25% Student/Homemaker/Retired
Marketing & PR
Slide 28
Understanding Your Audiences
Potential Members Demographic profile
of prospects most likely to join
Reasons why prospects have not joined us:
• 74% inadequate time
• 69% family more important right now
• 59% don’t need it
• 45% don’t like barbershop
• 42% don’t have a voice
• 38% uncomfortable singing in public
• 31% don’t care for the people involved
This adds up to more than 100% as some responded
with more than one reason.
Marketing & PR
Slide 29
Understanding Your Audiences
Desired Changes
Interest will increase with
contemporary songs
• 43% of prospects
• 70% of members
• 72% of lapsed members
Marketing & PR
Slide 30
Understanding Your Audiences
Desired Changes
Interest will increase if other a cappella
styles of music are encouraged
• 40% of prospects
• 41% of members
• 48% of lapsed members
Marketing & PR
Slide 31
Understanding Your Audiences
Desired Changes
Three most important changes
requested by prospects:
• More contemporary songs
• Allow other styles of a cappella
• More variety of arrangements
Marketing & PR
Slide 32
Open Class Questions
1. What demographic stat from the previous slides
startled you the most? ____________________
2. What demographic stat in the previous slides
startled you the least? ____________________
Marketing & PR
Understanding Your Audiences
Barbershop Fans
Marketing & PR
Slide 34
Understanding Your Audiences
The General Public
Marketing & PR
Slide 35
Understanding Your Audiences
Groups That Facilitate Performance Opportunities
Marketing & PR
Slide 36
Do you have any questions, or new
items or topics that need to be added
to the expectations list or need more
discussion time?
1
2
3
Marketing & PR
END OF SESSION #1
Marketing & PR
Slide 38
Part Four
 Membership Marketing
Marketing & PR
Slide 39
Membership Marketing
The key to recruiting members is
gaining understanding of the
potential member’s interests
and needs.
Marketing & PR
Slide 40
Membership Marketing
Questions to ask
• Does your chapter have a system for
identifying prospective members?
• Are you ready for guests coming in the
door?
• How do you treat them when they’re
there?
• What’s their impression when they go
home?
Marketing & PR
Slide 41
Membership Marketing
Questions to ask
• What follow up do you provide? Do
you survey guests?
• Do you provide recognition to your
members for recruiting new
members.
• Do you have a membership booth at
all chapter events?
Marketing & PR
Slide 42
Membership Marketing
Questions to ask
• Do you advertise for new members?
• Do you offer training to your
members on how to market your
chapter?
Marketing & PR
Slide 43
Open Class Question
Please raise you hand if your chapter is…
1. experiencing growth _____
2. holding its own _____
3. in decline _____
Marketing & PR
Do you have any questions, or new
items or topics that need to be added
to the expectations list or need more
discussion time?
1
2
3
Marketing & PR
Part Five
 Event Marketing
Marketing & PR
Slide 46
Event Marketing
Public Performances
• Surf websites
• Send a proactive email
• Follow-up with a phone call
• Follow-up with direct mail piece
• Join the Chamber of Commerce
• Join CVB
• Seek highly visible appearances
Marketing & PR
Slide 47
Part Six –
Media Relations
 Researching Contacts
 Advertising
 What’s Interesting to the Media?
 Channels
 Best Ways To Approach the Media
 Recognizing Your Media Contacts
Marketing & PR
Slide 48
Media Relations
Researching Contacts - Newspapers
• Collect newspapers sold in community
• Read articles about organizations like yours
• Note names of writers
• Note style of writing
• Note content of articles
• Clip masthead from each publication
• Note names of staff
• Note names of publisher
Marketing & PR
Slide 49
Media Relations
Researching Contacts - Organizations
• Chamber of Commerce
• Membership list
• Web site
• Net working events
• Convention and Visitor’s Bureau
• Membership list
• Web site
• Net working events
• Other Fraternal Groups
Marketing & PR
Slide 50
Media Relations
Researching Contacts - Internet
• Search engines & web sites
• Learn what you can about publications
• Learn about the writers
• Learn about the mission of the publication
Marketing & PR
Slide 51
Advertising
Public Service Announcements
• Free
• Wide circulation
• Persistent
Marketing & PR
Slide 52
Advertising - Paid
• Control of content
• Control of timing
• Negotiate cost & placement
• May lead to free coverage
Marketing & PR
Slide 53
Advertising - Paid
What do radio ads cost?
Marketing & PR
Slide 54
Open Class Discussion
Please raise you hand if your chapter has…
1. requested and received free PSA ads from your local
media to promote a chapter event or program _________
2. purchased time or spots from local media to promote a
chapter event or program? ________________________
3. Would any of you that raised your hands care to share any
feedback about how these PSA or paid spots worked for
you?
Marketing & PR
Advertising - Channels
Internal
External
•Chapter Show Program
•Radio ads
•District Bulletin
•Banners
•Harmonizer
•Classified Ads
•Newsletter
•Take-One box
External
•Telemarketing
•Yellow Pages
•Magazine ads
•Chamber Directory
•Flyers
•CVB Directory
•Email
•Billboard
•Movie Ads
•Web Site
•Postcards
•Newspaper Ads
•Media Releases
•Posters
•Word of Mouth
•TV ads
•Brochures
Marketing & PR
Slide 56
5 MINUTE BREAK
Marketing & PR
Slide 57
What’s Interesting to the Media?
Human Interest Stories
• Youth
• Senior Participation
• Surprise
• Excitement
Marketing & PR
Slide 58
What’s Interesting to the Media?
Achievement By Locals
• Awards received
• Successful contest participation
• Grants & support received
• Performance at…
• Interesting place
• Interesting audience
• Events attended
• Conventions
• Contests
• Educational experiences
Marketing & PR
Slide 59
Media Channels – Print (External)
• Free Papers & Newsletters
• Weekly Newspapers
• Daily Newspapers
• Magazines
• Direct Mail
• Posters & Flyers
Marketing & PR
Slide 60
Media Channels - Radio & Television
(External)
• Radio
• Local Broadcasts
• Regional Broadcasts
• TV
• Cable
• Broadcast
• Local
• Network
Marketing & PR
Slide 61
Email bulletins and listservs
(Internal/External)
• Direct email
• Maintain everyone in simple list – manage
updates using Members Only
• Best for small numbers
• Yahoo groups
• Free… easy… members maintain
themselves
• Weekly poop sheet
• A must! And A natural for email – constant
reinforcement of basics, schedule,
changes
Marketing & PR
Slide 62
Website (Internal/External)
• Public facing
• Contact us… find us… hire us… learn more
• General image and recruiting
• Publicity and ticket orders
• Internal facing
• Internal communication, administration,
chapter management functions
Marketing & PR
Slide 63
Website (Internal/External)
Five things a public-facing web site must have
1. Faces!
What’s a good picture?
2. Value proposition: Why you should see us, hear
us, sing with us
3. Come see us
4. Contact info
5. Map to meeting: create own or use MapQuest or
others
Marketing & PR
Slide 64
Open Class Questions
Please raise you hand if your chapter…
1. has a website _________________
2. does NOT have a website ________________
3. How many of you can attribute any guests that visited
your chapter meeting or members that joined your
chapter because they saw your website? __________
Marketing & PR
Internal Channels
• Chapter bulletin
• Chapter website
• District Bulletin
• Harmonizer
• If you receive or take any photos of a memorable
or important quartet experience, or pose for
pictures with any celebrities you meet, write a
story to accompany the photo and distribute it to
the above publications. Re-prints of the story in
these publications are good PR for your group.
Marketing & PR
Slide 66
Best Ways To Approach the Media
How To Meet Them Informally
• Organizations they belong to
• Chamber of commerce
• Service clubs
• Where their children go
• School events
• Athletic events
Marketing & PR
Slide 67
Best Ways To Approach the Media
Face-To-Face Meetings
• Hand them your material if you can
• If you can not meet them to hand over material
• Follow up by telephone
• Follow up by email
• If you cannot meet the person sought, meet
their associate or assistant
• Harder to ignore submission if personal
• Opportunity to answer questions
Marketing & PR
Slide 68
Best Ways to Approach the Media
Radio
Paid placement
• How do I know the best radio stations
to approach?
• What is the best way to approach
radio stations?
Marketing & PR
Slide 69
Best Ways to Approach the Media
Newspapers
Paid placement
•What is the best way to approach a
newspaper?
•What’s the best time to contact a
newspaper?
Marketing & PR
Slide 70
Best Ways to Approach the Media
(Editorial)
Your aim
• To generate favorable coverage of your
performances, events and programs and
goals.
The balancing act
• To you, your chapter is special; to the
media, it's just one organization among
many.
Marketing & PR
Slide 71
Best Ways to Approach the Media
(Editorial)
•Determine Your Targets
•Tell the media what you're doing and
why.
•Go to them with news about
achievements, not plans.
•You will not get very far without a
creative or unique angle
Marketing & PR
Slide 72
Open Class Questions
1. How many of your chapters have and use
a media target list? _________________
2. How many of you would like help in
building your media target list? ________
Marketing & PR
Best Ways to Approach the Media
(Editorial)
•Stick with the basics, spelling out the
who, what, when, where, and why of
what you have done.
•Be open
•Be responsive
•Remember the public
Marketing & PR
Slide 74
Media Recognition
• Thank your media contacts for helping you do your job
• Yes, they need to fill their space, but they could do it with
material from someone else
• They can ignore your material if they do not like you or your
organization
• Consider a media recognition night at a guest night
• Award a certificate to those who publish your material
• Thank them before your chapter
• Post their clipping of your material at your meeting place
• Provide free tickets to your events and give them good
seats
Marketing & PR
Slide 75
Do you have any questions, or new
items or topics that need to be added
to the expectations list or need more
discussion time?
1
2
3
Marketing & PR
END OF SESSION #2
Marketing & PR
Slide 77
Part Seven –
Public Relations
 How To Generate Publicity/Awareness
 Public Relations Tools
 Developing Your Marketing Message
Marketing & PR
Slide 78
Public Relations
How To Generate Publicity/Awareness
• Decide why you want the coverage
• Know what’s newsworthy
• Develop a hook
• Define your approach
• Determine your targets
• Be prepared for the coverage and the possible
consequences
Marketing & PR
Slide 79
Public Relations - Tools
• News release
• How to write one
•Keep it to one page
•Contact information about your group
at the top
•The who, what, when, where and
why of your story
•The date this information is
appropriate for release
Marketing & PR
Slide 80
Public Relations - Tools
• News release
• How to write one
•A headline and summary of what this
story is about
•A short bio on your organization
•Describe photo opportunities that
may exist
•A “###” symbol at the end denotes
the end of the release
Marketing & PR
Slide 81
Public Relations - Tools
• News releases
• Who to do you send a new release to?
• City editor (Newspaper)
• News editor or publisher (Community paper)
• Assignment editor (TV)
• News director (Radio)
• How to distribute
• Fax
• Email
• Mail
• In person
Marketing & PR
Slide 82
Public Relations - Tools
Media kit
• Components
• News release
• Fact sheet or brochure
• Sharp, glossy B&W Photos with everyone in
the photo identified including the name of
the photographer (use a label on the back
of the photo)
• Copies of previous articles written about
your group
• How to distribute
• In person
Marketing & PR
Slide 83
Public Relations
Developing Your Marketing Message
Crafting your chapter’s Marketing Message requires the
ability to understand things from your member’s and
prospective member’s perspective. Instead of trying
to develop your Marketing Message by asking;
“What’s great about our Chapter or our Society,” ask
yourself questions like:
• “What does this person care about?”
• “What are his problems, concerns or interests?”
• “Why should this member or prospective member
invest three or more hours a week to membership
and participation in our chapter?”
Marketing & PR
Slide 84
Public Relations
Two Types of Marketing Messages
• Short and to the point – Some may call this your
elevator speech or your audio logo. It’s a
response to someone who asks you, “So, what do
you do?”
• Complete message
Marketing & PR
Slide 85
Public Relations
Short Marketing Message:
Barbershop…
It’s easy
It’s fun
You can do it, too!
I encourage all of you to make sure ALL your fellow members
can recite this short marketing message from memory.
Marketing & PR
Slide 86
Do you have any questions, or new
items or topics that need to be added
to the expectations list or need more
discussion time?
1
2
3
Marketing & PR
Part Eight
 Branding
Marketing & PR
Slide 88
Branding
• Our “brand” is inclusive of the music we sing, the
fellowship we experience, the events in which we
participate and compete and the atmosphere of our local
chapter meetings. Our “brand” represents our members’
total experience in the Society. Our music is a core part
of our “brand.” We are the keepers of a classic American
art form. Our brand is not bad, but it does need to be
reenergized. However, bringing about the needed
improvements in our brand will involve far more than
aggressive advertising and public relations.
Marketing & PR
Slide 89
Branding
The seven steps of branding
1. Focus your brand – specialize - our specialty is
barbershop harmony.
2. Create a unique value proposition – IMHO we
struggle to create a unique value proposition to
members and prospective members.
3. More importantly than targeting just a
demographic, target a mindset - As an
organization we seem to focus more on targeting a
demographic and not on targeting a mindset.
4. Unlock your market – dominate your category –
we do dominate our category
Marketing & PR
Slide 90
Branding
The seven steps of branding
5. Deliver a remarkable customer/member
experience to drive brand loyalty - IMHO, due to a
lack of competent administrative and musical
leaders and planning at the chapter level, we fall
way short in this area.
6. Create a great and compelling business story – we
are an organization full of great stories, many of
them do get told, but few are compelling enough to
garner national media attention. Even when we do
garner such attention it is hard to translate how
such exposure is leading to achievement of Society
aims.
Marketing & PR
Slide 91
Branding
The seven steps of branding
7. Make your brand their brand – Clearly, with the
population of the USA and Canada at 333 million
people and less than 30,000 of those people being
members of the Barbershop Harmony Society, we
are “making our brand their brand” a very small
percentage of the time. Committee Involvement:
The Marketing & PR Committee has been asked to
become champions of our new branding efforts
promoting consistent and correct logo usage on all
chapter-related materials.
Marketing & PR
Slide 92
Open Class Questions
1. How many of your chapters build your brand around
your chorus name? ______________
2. How many of your chapters build your brand around
your chapter name? _____________
3. How many of your chapters build your brand around
both your chapter and chorus name? ____________
Marketing & PR
5 MINUTE BREAK
Marketing & PR
Slide 94
Part Nine
 Operating on a Shoestring Budget
Marketing & PR
Slide 95
Marketing on a Shoestring Budget
• Engage in Strategic Partnerships
• Target Marketing
• Special and Seasonal Promotions
• Cooperative Advertising (barbershop style)
• Value-adding versus discounting
• Discounts and premiums
• Business Cards
Marketing & PR
Slide 96
Marketing on a Shoestring Budget
• Modeling
• Harness the potential of the Internet
• Be Visible
• Create a Referral Program
• Coupons
• Seek Sponsorships
• Monitor Your Programs
Marketing & PR
Slide 97
Part 10
 Tools of the Trade
Marketing & PR
Slide 98
Tools of the Trade
COMMUNICATIONS
• PHONE LINE
• VOICE MAIL
• WEB SITE
• BUSINESS CARDS
• EMAIL ADDRESS
Marketing & PR
Slide 99
Tools of the Trade
EQUIPMENT
• COMPUTER
• COLOR PRINTER
• SCANNER
• FAX
• DIGITAL CAMERA
• POSTAGE METER
Marketing & PR
Slide 100
Tools of the Trade
OTHER TOOLS
• MERCHANT SERVICES AGREEMENT
• STABLE MAILING ADDRESS
• MAILING LIST
• PRESS KIT- One that tells them who you are, what
you do, and why they should hire you.
• PHOTOS - Stock a quantity of 8X10 color and black
& white photos with your group logo and contact
information.
Marketing & PR
Slide 101
Part 11
 Image
Marketing & PR
Slide 102
Image
QUESTIONS TO CONSIDER
• PHONE LINE – Is your phone answered
professionally?
• VOICE MAIL – Is your voicemail greeting scripted
professionally?
• WEB SITE – What kind of image does your web
site project to visitors?
• PRESS KIT - What kind of image does your press
kit project to potential clients?
Marketing & PR
Slide 103
Image
QUESTIONS TO CONSIDER
• REHEARSAL VENUE - What kind of image does
your rehearsal hall project on visitors?
• BUSINESS CARDS – What kind of image do your
business cards project? With contact information on
the front and a map to your meeting location on the
back
• LETTERHEAD – What kind of image does your
letterhead project?
• THANK YOU CARDS – What kind of impression do you
leave with a client if you send a thank you card after
a performance?
Marketing & PR
Slide 104
Small Group Discussion
Share experiences where your chapter partnered with
other organizations in your community. What were the
benefits? What lessons were learned? (5 minutes)
Marketing & PR
Do you have any questions, or new
items or topics that need to be added
to the expectations list or need more
discussion time?
1
2
3
Marketing & PR
END OF SESSION #3
Marketing & PR
Slide 107
Part 12 - Planning
 Strategic Planning
 Setting Objectives
 Defining Strategy
 SWOT Analysis (Strengths, Weaknesses,
Opportunities, Threats)
 Vision & Mission
 Strategic Planning is NOT…
Marketing & PR
Slide 108
Planning
Why Should My Chapter Create a Marketing Plan?
 Asks & answers questions of importance
 Simulates the future
 Forces the setting of objectives
 Gives a framework for decisions
 Develops performance measurements
 Improves communication
Marketing & PR
Slide 109
Planning
Planning is typically divided into two
subsets
 Long-range (or strategic) and
 Short-range (or tactical)
Marketing & PR
Slide 110
Planning
Three Big Strategic Questions
 Where Are We Now?
 Where Do we Want to Go?
 How Will We Get There?
Marketing & PR
Slide 111
Planning
The GAP / SWOT Analysis
Situation
Audit
Where you
are today.
Marketing & PR
The
Vision
“GAP”
3-5 years
What you have
to do to get there.
Slide 112
Where you
want to go.
Planning
Situational Analysis –
Common Weaknesses & Threats
 Many chapters ate small-medium sized
 Many have low-medium technological capabilities
 Limited budgets
 Many chapters have little experience in planning
 Many leaders have little/no experience with a
chapter’s planning process
 Many leaders/members are resistant to accept the
WORK of planning; joined the chapter to SING
 Leaders are frequently new to the job
Marketing & PR
Slide 113
Open Class Questions
1) How often does your chapter hold a longrange planning session? _______________
2) How often does your chapter survey the
membership to make sure you are meeting
their wants and needs adequately? _______
(refer to Handout CD)
Marketing & PR
Planning
The Five Steps of Strategic Planning
1. Developing a Vision and Supporting
Mission(s)
2. Setting Objectives
3. Crafting a Strategy
4. Implementing and Executing Strategy
5. Evaluating Performance, Reviewing the
Situation and Initiating Corrective Action
Marketing & PR
Slide 115
Do you have any questions, or new
items or topics that need to be added
to the expectations list or need more
discussion time?
1
2
3
Marketing & PR
Planning
Your Chapter’s VISION
 Reflects the leadership team’s vision of
what the chapter seeks to do and to
become
 Sets forth a meaningful direction for the
chapter
Marketing & PR
Slide 117
Planning
Your Chapter’s MISSION
 Outlines “Who you are” and “What you
do”
Marketing & PR
Slide 118
Open Class Questions
1) How many of you know the Vision and
Missions of your chapter? _____
2) How many of your members would you
estimate know the Chapter’s Vision & Mission
_____
Marketing & PR
Planning
Review Sample Mission Statements
(See CD for handout)
HOMEWORK: Consult with your chapter
website or another chapter leader/member
back home and come in tomorrow morning
with your chapter’s mission and vision
statement
Marketing & PR
Planning
Setting Objectives
 The purpose is to convert the
mission into Specific
Performance Targets
 Serve as yardsticks for
charting your chapter’s
progress and performance.
 Should be set at reasonable
and attainable levels that
require stretch and
disciplined effort.
Marketing & PR
Slide 121
Planning
Types of Marketing Objectives to Consider:
Public Relations Objectives
Advertising Objectives
Show Ticket Sales Objectives
Performance Objectives
Singing Valentines Objectives
Short-Term
Long-Term
Marketing & PR
Slide 122
Open Class Questions
1) What are some other marketing objectives
that could be added to the previous list?
_______________________________________
_______________________________________
_______________________________________
Marketing & PR
5 MINUTE BREAK
Marketing & PR
Slide 124
Class Discussion Time
QUESTIONS:
1) What kinds of changes have your chapter’s
experienced in recent years?
_______________________________________
1) Is your chapter reacting to these changes
or preparing for them in advance?
_______________________________________
Marketing & PR
Planning
Process Variables
 Is this the chapter’s first attempt at
creating a marketing plan?
 Is there a past history of success? Of
failure?
Marketing & PR
Slide 126
Planning
Developing A Marketing Plan for your Chapter
Planning Process: General Statements
 A process consistent with the culture of the chapter
 Based on an honest assessment of current situation
and SWOT analysis
 A plan that develops priorities but broad enough in
which the membership or at least a significant
portion can participate
 Has measurable outcomes with clear assignment of
responsibility
 Has some easy wins/ensures success
Marketing & PR
Slide 127
Planning
Developing A Follow-up Plan
Planning Process: General Statements
 Success of prior plan will likely increase buy-in
and acceptance by members
 Enables plan to be more detailed and
prescriptive
 Can be work of a few key individuals or can
involve re-constitution of a planning committee
Marketing & PR
Slide 128
Planning
Class Discussion Time
1. How many of your chapters have held
planning sessions, put something to paper
and never witnessed follow-up to see if
your plan is on or off track? ____________
2. If you have had follow-up, in what ways
was that helpful? _____________________
Marketing & PR
Do you have any questions, or new
items or topics that need to be added
to the expectations list or need more
discussion time?
1
2
3
Marketing & PR
Part 13
Planning Success Principles
 Leadership
 Attention to the Marketplace
 Engagement of Stakeholders
 A Structured Framework
 Facilitated Teamwork
Marketing & PR
Slide 131
Planning Success Principles
Leadership
Leadership is the capacity to release and
engage human potential in the pursuit of
a common cause.
… Michael Moore and Michael Diamond
Academic Leadership: Turning Vision into Reality
Marketing & PR
Slide 132
Planning Success Principles
The Leader as Strategic Planner
 Be an enthusiastic sponsor of the process
 Secure the participation of planning team members
 Engender a climate of openness to change and renewal
 Be willing to put everything “on the table”
 Sustain commitment to the process through tough times
 Sustain communications; keep everyone informed
 Know when to, and be willing to, “make the decision”
 Be accountable for leading implementation
Marketing & PR
Slide 133
Planning Success Principles
The Leader as Strategic Planner
Strategic planning is not a
replacement for your leadership, but
an instrument of your leadership!
… Michael Moore and Michael Diamond
Academic Leadership: Turning Vision into
Reality
Marketing & PR
Slide 134
Planning Success Principles
 Leadership
 Attention to the Marketplace
 Engagement of Stakeholders
 A Structured Framework
 Facilitated Teamwork
Marketing & PR
Slide 135
Attention to the Marketplace
The marketplace has changed dramatically in recent years.
These changes have had a detrimental impact on many
community-based non-profit organizations with a chapter
structure. Social capital is in decline. According to Dr.
Robert Putnam, author of Bowling Alone, there are four
major reasons for this decline:
1. Pressures of time and money, especially the stresses of twocareer families
2. Suburbanization, commuting and sprawl
3. The effect of electronic entertainment — above all,
television (and more recently computers)
4. Generational change — the steady replacement of the long
civic generation
Marketing & PR
Slide 136
Planning Success Principles
 Leadership
 Attention to the Marketplace
 Engagement of Stakeholders
 A Structured Framework
 Facilitated Teamwork
Marketing & PR
Slide 137
Planning Success Principles
Engagement of Stakeholders
 Chapter President
 Chapter Board Members
 Committee Chairs and Members
 The Chorus Director
 Members of the Music Team
 Chapter Members
 Member Spouses/Family members
Marketing & PR
Slide 138
Planning Success Principles
Open Class Questions
Of those of you that have been involved in
Chapter Planning…
1. How many of the plans were developed soley by
the Chapter Board or Planning Committee?____
2. How many involved surveys of the membership
as part of the planning process? ____________
Marketing & PR
END OF SESSION #4
Marketing & PR
Slide 140
Generational Differences
Planning requires a good understanding
of the stakeholders implementing the
plan or impacted by it.
Marketing & PR
Generational Differences
“Long-civic” Generation
• Age 60+
• Grew up in times of scarcity (Great Depression,
World Wars) – banded together for survival
• Place importance on Affiliation – spending time with
people of similar backgrounds and experiences
• More time than money
• Usually agricultural or manufacturing background
• Accustomed to working in a hierarchical environment
– position and titles are important
• Past accomplishments have meaning
Marketing & PR
Slide 142
Generational Differences
Boomers, GenX, GenY, Milleniums
• Age 55-, particularly true for 40-
• Grew up in times of plenty – 24 hour stores,
technology, instant communication, etc.
• Place importance on Achievement – relationships are
valuable, but secondary
• More money than time
• Usually knowledge worker or service background
• Accustomed to working in a flat environment –
everyone’s ideas and opinions have equal value
• Past accomplishments are less meaningful – what have
you done for me lately?
Marketing & PR
Slide 143
Generational Differences
Truths About Younger Generations
• Time is very limited – anything they do must have
“meaning”
• Will spend $$ on things they think are important
• Live in the 21st century – communications, socializing
• Not looking for more “friends” – by the time you
meet them, relationships already established
• Multi-cultural, raised with equality, generally less
religious, little patience for bigotry and intolerance
• Less respect for authority – government and business
corruption has taught them not to trust
• Not “slackers” – actually more productive than
earlier generations
Marketing & PR
Slide 144
Chapter Differences -
Affiliation Chapters
• Generally older members with average age increasing
• Frequent socializing during and after rehearsals with
low riser discipline
• Less attention to singing quality – low audition
standards and members sing “for fun”, not for specific
goals
• Low contest scores or not participating in contests at
all
• Difficulty attracting younger members and high-quality
directors
• High “churn rate” – most new members don’t stay
longer than 2 years, because their needs aren’t being
met
Marketing & PR
Slide 145
Chapter Differences - Achievement Chapters
• Generally younger members with average age static
• Socializing limited to outside rehearsal times with high
riser discipline
• Strong focus on singing quality – specific goals defined
and new goals set as prior goals are achieved
• Moderate to high contest scores, frequent coaching to
improve contest performance
• Little difficulty in attracting younger members and highquality directors
• Lower “churn rate” – high audition standards ensure
dedicated new members with needs being met
Marketing & PR
Slide 146
Chapter Differences -
Know Who You Are
• Be honest with yourself
• Most chapters are Affiliation chapters, but portray
themselves as Achievement chapters
• What are your contest and performance goals?
• How hard are you willing to work to reach them?
• Are you doing it, or just talking about it?
• Are you meeting the needs of your members? Of the
prospective members you’re recruiting?
• Remember: a good Affiliation chapter is JUST AS
VALUABLE as an Achievement chapter, but you must be
MEETING THE NEEDS of Affiliation members
Marketing & PR
Slide 147
Planning Success Principles
Open Class Questions
1. How many of you are members of
achievement chapters? _______________
2. How many of you are members of
affiliate chapters? ___________________
Marketing & PR
Chapter Differences
Becoming What You Want To Be
• Recognize that the needs of Affiliation and
Achievement members are very different
• Accept that very few chapters can meet both
needs successfully
• Define “what you want to be when you grow up”
– If you’re not there, what has to change?
• If you decide to change: be prepared to lose
members, perhaps many
Marketing & PR
Slide 149
More Information
• Read Chuck Greene’s excellent report
“Resurgence of the Barbershop Harmony
Society” at:
http://bellsouthpwp.net/g/r/gree8732/
Marketing & PR
Slide 150
Do you have any questions, or new
items or topics that need to be added
to the expectations list or need more
discussion time?
1
2
3
Marketing & PR
5 MINUTE BREAK
Marketing & PR
Slide 152
Planning Success Principles
 Leadership
 Attention to the Marketplace
 Engagement of Stakeholders
 A Structured Framework
 Facilitated Teamwork
Marketing & PR
Slide 153
Planning Success Principles
A Structured Framework
Handout (Can be found on your CD)
Sample Chapter Business & Marketing Plan(s)
Marketing & PR
Planning Success Principles
Framework of a Chapter Marketing Plan
• Executive Summary (prepare this last)
• Vision Statement (where you see your
chapter in the future)
• Chapter Mission Statement (typically focused
on present business scope -"who we are and
what we do")
• Situational Analysis (where are you now?)
• Primary Objective (s)
• Strategies to achieve the objectives
Marketing & PR
Slide 155
Planning Success Principles
Framework of a Chapter Marketing Plan
 Supporting tasks
 Timeline for implementation
 Metrics for measuring success or progress
(What kind of ROI can the chapter expect to
receive in return for revenues invested)
 Who is responsible for executing each
component of the plan?
 Budget information (What is this plan going
to cost?)
Marketing & PR
Slide 156
Planning Success Principles
Additional Components of a Detailed Plan
 Marketing Mission Statement (or other missions
if you have them)
 BHAG (Big Hairy Audacious Goal)
 Strengths (of your plan)
 Weaknesses (of your plan)
 Opportunities (available)
 Threats (to your plan) (what may not impact
you now, but could in the future)
 Closing comments
Marketing & PR
Slide 157
Planning Success Principles
Measuring Success/Effectiveness
What is a Metric?
• A metric is nothing more than a standard measure to
assess your performance in a particular area.
Use SMART metrics
• Specific
• Measurable
• Actionable
• Relevant
• Timely
Marketing & PR
Slide 158
Do you have any questions, or new
items or topics that need to be added
to the expectations list or need more
discussion time?
1
2
3
Marketing & PR
Planning Success Principles
 Leadership
 Attention to the Marketplace
 Engagement of Stakeholders
 A Structured Framework
 Facilitated Teamwork
Marketing & PR
Slide 160
Do you have any questions, or new
items or topics that need to be added
to the expectations list or need more
discussion time?
1
2
3
Marketing & PR
Turning Vision into Reality: Getting Buy-in
 Attention to Structure





Marketing & PR
Open Communication
Early Progress/Wins
Celebrate Successes
Continuous Assessment
Renewal and Refinement of Processes
Slide 162
Chinese Proverb
If we don’t change direction, we
might end up where we’re headed!
Marketing & PR
Slide 163
The final steps – but the critical ones…
 Implementation
 Monitoring, review, adjustment
 New vision - new plan
Marketing & PR
Slide 164
Do you have any questions, or new
items or topics that need to be added
to the expectations list or need more
discussion time?
1
2
3
Marketing & PR
END OF SESSION #5
Marketing & PR
Slide 166
Part 14
Budgeting
 Review Sample Budget
 Typical Chapter Expenses
 Budgeting Guidelines
Marketing & PR
Slide 167
Handout
(Can be found on your CD)
Sample Chapter Budget
Marketing & PR
Budgeting – Chapter-Related Expenses
Costumes
Singing Valentines Expenses
Coaching
Recording Project
Marketing
CD Duplication
Marketing Materials
Commissions on Sales
Advertising
Printing
Sheet Music
Creative
Learning CDs
Royalties
Custom Arrangements
Office Supplies
Web Site
Telephone/Voice Mail
Professional Services
Courier
Rehearsal Hall Rental
Director Stipend
Show Production Expenses
Risers
Marketing & PR
Slide 169
Budgeting Guidelines
 Base your budget on historical data of what is
usually spent
 Allocate your overall budget based on the (board
approved) project plans and budgets submitted by all
board members and committee chairs
 Allocate a percentage of the total budget to your
marketing budget (marketing, advertising,
promotion, public relations & publicity) – 12% is a
good starting point
Marketing & PR
Slide 170
Budgeting Class Discussion Time
QUESTION:
1) How many of you know what your chapter’s
annual budget is? __________
2) If you are a chapter officer, how many of
you know the annual budget for your area
of the chapter’s operations? __________
Marketing & PR
Do you have any questions, or new
items or topics that need to be added
to the expectations list or need more
discussion time?
1
2
3
Marketing & PR
Part 15 –
Conclusion
 Creating the framework for your Chapter’s
Marketing Plan
 Information Resources
 Review mission of the class – Did this class
achieve that mission?
 Review expectations captured at beginning of
class and added throughout the week – Did this
class meet those expectations
 Sources
Marketing & PR
Slide 173
Conclusion
Small Group Planning Time
Working in groups of three, spend 30
minutes pulling together the basic
framework of your chapter’s
marketing plan
Marketing & PR
Slide 174
5 MINUTE BREAK
Marketing & PR
Slide 175
Conclusion
Information Resources
• Society
• District
• Leaders of other chapters
• Outside experts
• Internet Links
• Books/Publications
• Audio/Video Media
• Leadership Academy (formerly known as COTS)
• Harmony University
• Podcasts www.itunes.com
Marketing & PR
Slide 176
Conclusion
Revisit Mission of this class
 To provide YOU with knowledge and tools to
become more effective chapter leaders
 To provide an opportunity for chapter leaders to
exchange ideas with leaders of other chapters
 To foster an environment of cooperation and
collaboration between chapters
 To provide students with the basic framework to
create a marketing plan for your chapter.
Marketing & PR
Slide 177
Conclusion
Review Expectations
Expectations prioritized at the start of the class
were:
1
2
3
New expectations identified:
1
2
3
Marketing & PR
Slide 178
Conclusion
Expectations
 Were your expectations for the
Marketing & Public Relations Class met
at Harmony University?
 If not, why not?
Marketing & PR
Slide 179
Conclusion
Sources:
 Various Leaders of the Barbershop Harmony Society
 “Generational Differences” by Chuck Greene, with thanks
to Chris Rimple and “Digger” MacDougall
 “Designing the Future of the Organization” by John B.
Spence, the Fulcrum Alliance
 “Integrated Business Planning” by Charles P. Sitkin,
Consultant in affiliation with Carnegie-Mellon University
 “Developing and Implementing A Strategic Plan” by Michael
Diamond
 “Academic Leadership: Turning Vision into Reality” by
Michael Moore and Michael Diamond
Marketing & PR
Slide 180
END OF SESSION #6
Marketing & PR
Slide 181