Transcript Randall Whatley Powerpoint presentation

Regional Orchestra Players
Association
2014 Conference
Pasadena, CA
Presentation
by
Randall P. Whatley
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The Flanagan Plan Marketing
Anecdote
Under the Flanagan business model,
management does not have an incentive to do
a great job with fundraising and marketing.
If management has more money than they
need to buy what they want, the musicians
will ask for increased compensation.
Management will not let that happen.
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The contract leverage will remain in
management’s favor until orchestra musicians
begin marketing themselves directly to the
following five groups:
Public
Concert goers
Board members
Donors
Media
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To effect change, each orchestra’s musicians
need to form five key committees.
Communication
Management Supervision
Community Outreach
Fundraising
Senior Advisor
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Communication Committee
Web site: Update at least monthly.
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Communication Committee (continued)
Web site: Update at least monthly.
Facebook page: Post 3+ times a week.
Connect all orchestra members/supporters.
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Communication Committee (continued)
Web site: Update at least monthly.
Facebook page: Post 3+ times a week.
Connect all orchestra members/supporters.
Twitter account: Tweet Facebook posts and
expand followers. Connect all orchestra
members/supporters.
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Communication Committee (continued)
Web site: Update at least monthly.
Facebook page: Post 3+ times a week.
Connect all orchestra members/supporters.
Twitter account: Tweet Facebook posts and
expand followers. Connect all orchestra
members/supporters.
YouTube channel: Ask video “nerds” in the
orchestra to volunteer to help here.
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Communication Committee (continued)
E-mail newsletter: Distribute quarterly to all
board members and supporters.
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Communication Committee (continued)
E-mail newsletter: Distribute quarterly to all
board members and supporters.
Press list: Update and expand regularly.
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Communication Committee (continued)
E-mail newsletter: Distribute quarterly to all
board members and supporters.
Press list: Update and expand regularly.
Messaging: Prepare for both old and new
issues, and refine constantly.
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Communication Committee (continued)
E-mail newsletter: Distribute quarterly to all
board members and supporters.
Press list: Update and expand regularly.
Messaging: Prepare for both old and new
issues, and refine constantly.
Media training: Provide to orchestra
members who will deal with the press.
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Management Supervision Committee
Watch management’s every move/decision,
and work with the communications committee
to publicize management’s actions for the
orchestra’s benefit. Management
accountability will occur when musicians and
their supporters are knowledgeable and vocal.
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Management Supervision Committee
(continued)
The committee must be able to categorize and
document management’s failings so they can
be publicized if necessary.
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Community Outreach Committee
Create opportunities for orchestra fans to
interact personally with orchestra musicians,
bond with musicians personally, and mobilize
on the orchestra’s behalf.
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Community Outreach Committee (continued)
This priority is critical. I will call this effort a
“Love Offensive” to the boards, concert goers,
and the general public. Musicians need to
create programs to regularly interact with all of
these groups, endearing themselves to the
groups’ members. When it is appropriate,
invite media contacts to these events.
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Community Outreach Committee (continued)
Board members must be vocal in their support
for the musicians’ financial interests. Earn the
support of board members by developing and
nurturing personal relationships with them.
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Fundraising Committee
Musician committees should look for selfgenerated income opportunities at every
turn.
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Fundraising Committee (continued)
Musician committees should look for selfgenerated income opportunities at every
turn.
As unpopular as the idea might be with
many members of the orchestra, musicians
should maintain a strike fund. Without an
acknowledged strike fund, musicians will be
at a disadvantage in negotiations.
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Senior Advisor Committee
Form a committee of experienced orchestra
veterans and seasoned community leaders
who can advise and serve as a sounding board
for the musician committees.
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Randall P. Whatley
President, Cypress Media Group
[email protected]
770-640-9918
www.cypressmedia.net
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