The Philharmonic of Southern New Jersey

Rowan University Public Relations Plan

Meet The Team

Team Blurbs
Thomas Cristino Kara Maxwell

Samantha Sineni
Kristen Tantillo Karen Urbaniak

PSNJ Achievements

1992- 2012
Performed over 60 concerts Featured 240 pieces of classical music Largest all volunteer orchestra(500) Remains an 80 piece orchestra

What Team Blurbs Will Do

Team Blurbs will establish a Public Relations plan that will promote a highly recognized brand and awareness for PSNJ - greater than local competitors such as Symphony in C.

Research
Website Analysis Social Media Analysis

PSNJs Facebook Page

PSNJs Twitter Page Brochure Analysis Informational Brochure Concert Brochure

Home
About Us Personnel Concerts Program Notes

Research
Website
Current Large amount of copy Plain color scheme of red and black background

Education
Directions News Sponsors Contributors Support Friends Contact Us Sounds of PSNJ Members Area

Desired Smaller amounts of copy/ more pictures Bright colors added throughout website

PSNJ Library

Research
Website

Research

Facebook

Current 188 likes Large posts Lacks headline picture Posted in Health category Infrequent posts

Desired Increase likes Smaller posts More pictures Post in music ssscategory Frequent posts

Research
Twitter
Current Desired

Following Followers

192 people follow fffPSNJ

600 people follow fffPSNJ

Research
Twitter

Research
Brochures
Informational
Current Basic/Simple Large paragraphs No images No social media Desired Add flair Small Paragraphs Add images Nice color scheme Current Informative

Concert
Desired Add social media information Insert images

Include social media information

Research
Wegmans Supermarket Intercept Study Philharmonic of Southern New Jersey Intercept Study

Philharmonic of Southern New Jersey E-mail Study

Wegmans Supermarket Intercept Study

Goal: To find out if families in Cherry Hill, NJ heard of or seen PSNJ in concert. Methodology: Informal intercept questionnaire outside Wegmans Supermarket Audience: Men/ Women- 18- 60+, with or without children Why: To research awareness and interests of Camden County Residents

Wegmans Supermarket Intercept Study

60% of people surveyed did not know of PSNJ

54% of people surveyed wanted to know more about PSNJ

Philharmonic of Southern New Jersey Intercept Study

Goal: To find a genre of music most patrons would enjoy than classical, and a factor that should remain unchanged. other Methodology: Intercepted concert attendees before the concert and during intermission. Audience: Philharmonic subscribers ages 15 to 60 who attended the most recent performance. Why: The orchestra needs to learn how to attract a younger audience without alienating older subscribers.

Philharmonic of Southern New Jersey Internet Survey

Goal: To expand upon the intercept study and additionally find potential performance enhancers.
Methodology: Sent a link via email that lead to a six question online survey.

Audience: Subscribers that receive information through the Philharmonic email list.
Why: Measure which genre of music subscribers wanted to hear other than classical. Also, to find out if the use of visuals improved the concert.

Philharmonic of Southern New Jersey Internet Survey

Philharmonic of Southern New Jersey Internet Survey

Philharmonic of Southern New Jersey Internet Survey

Competition
Symphony in C
Updated Facebook, Twitter,
blog

Bay-Atlantic Symphony
12 Programs a year at universities, musical
festivals and casinos

Sponsors such as Susquehanna

Bank Center

Free performances at college venues and

educational programs for adults and children

Community Collaborations such

as Rutgers's University and UrbanPromise

Partners with schools, rotary clubs and houses

of worship

Performances with guest artists

and local ensembles

Featured in Courier Post, SJ.com and other

newspapers

Competition (cont.)
South Jersey Pops
45 volunteers Two concerts a year that
feature light classics, show tunes, and contemporary music

Philadelphia Orchestra
Performed for 112 seasons across the
US and internationally

Educational programs for children

(Billy Joel Concert Program)

Partners with about 40 organizations

in greater Philadelphia area

Offers free Neighborhood Concert

Series

The Position
Camden County residents associate classical music with Symphony in C not PSNJ.

Sixty percent of Camden County resident do not known of PSNJ

PSNJ lacks comprehensive effective marketing tactics to attract younger families and students to its classical music.

Audience Identification Wheel

Internal PSNJ Board of Directors

External The Media Corporate Businesses Moorestown School District Middle-Aged Families

Special Church Choirs Local Competition

Intermediary The Media Moorestown School District

The Audience Ranking Grid

Must Influence Should Influence

Likely to influence

Media Moorestown School Districts

Corporate businesses Philharmonics

Unlikely to influence

Middle-Age Families

Local competition Church choirs

Maximum PR effort

Significant PR effort

Plan Outline

The Issues
Issue 1: Philharmonic of Southern New Jersey remains a hidden gem, with little to no awareness from Camden County residents.

Issue 2: Philharmonic of Southern New Jersey confronts scarce loyal relationships between the orchestra and younger aged families.
Issue 3: New Jersey lacks creative marketing techniques to attract Moorestown (local school districts) students to their free childrens concert.

The Issues (cont.)

Issue 4: The Philharmonic of Southern New Jersey struggles to gain corporate sponsorship within the local community of Cherry Hill.

Issue 5: PSNJ lacks media coverage on concerts and events.

Issue 1:
Philharmonic of Southern New Jersey remains a hidden gem, with little to no awareness from Camden County residents.

Objective:
Increase awareness by 30 percent among Camden County Residents by plans end.

Force Field Analysis

Driving Forces Vs. Restraining Forces

Force Field Analysis

Force Field Analysis
Audience: Camden County Residents Driving Forces Vs. Restraining Forces Driving Force -Ranking the Pros-Forces for ChangeSupport Community Functions 3.0 5.0 Restraining Force -Ranking the Cons-Forces against ChangeNo interest in classical music

Enjoys classical music

3.0

5.0

Ignorance of PSNJ

Overview: The orchestra needs to advertise better.

Issue 1: Philharmonic of Southern New Jersey remains a hidden gem, with little to no awareness from Camden County residents. 1.0: Increase awareness by 30 percent among Camden County residents by plans end.

Strategy 1: Encourage residents to hear the quality music the Philharmonic can play to get motivated to attend performances.

1.1.1 - Smaller ensembles perform at events in South Jersey. The orchestra will play at one festival per season every year.

Issue 1: Philharmonic of Southern New Jersey remains a hidden gem, with little to no awareness from Camden County residents.
1.0: Increase awareness by 30 percent among Camden County Residents by plans end.

Strategy 2: The orchestra needs to build a relationship with the target audience.

1.2.1 - Local magazines and newspapers print listings in free event calendars about upcoming performances and write features about orchestra members and Philharmonic outreach programs.

Issue 1: Philharmonic of Southern New Jersey remains a hidden gem, with little to no awareness before younger families.
1.0: Increase awareness by 30 percent among Camden County Residents by plans end.

Strategy 3: The orchestra needs to build a relationship with area schools to attract a younger audience. 1.3.1 - Music teachers arrange field trips at a discounted price to bring students to performances. Students can receive extra credit for attending a performance.

Change Agent Charts

The R-I-C Model
R = Reinforce

I = Install
C = Change

How can PSNJ change current knowledge and beliefs?

Change Agent Chart

The R-I-C Model R = Reinforce I = Install C = Change Audience: Camden County Residents Present: Knowledge, Attitudes and Behaviors Change Agent Messages Desired: *Reinforce *Install

*Change
Camden County Residents lack awareness of PSNJ (Knowledge) Support the community and try something new. You only live once. Develop a short-term and long-term relationship with Camden County Residents. (Install)

Support the community by attending a classical music concert!

Issue 2: Philharmonic of Southern New Jersey confronts loyal relationships between the orchestra and younger-aged families. Objective: To gain 15 percent more younger-aged families attending the concerts by 2013.

Force Field Analysis

Force Field Analysis Audience: Younger Families
Driving Force Interaction with members 5.0 1.0 Restraining Force Time Commitment

Overview: PSNJ should target younger families and implement meet the musicians.

Issue 2: Philharmonic of Southern New Jersey confronts loyal relationships between the orchestra and younger-aged families.
2.0: To gain 15 percent more younger-aged families attending the concerts by 2013.

Strategy 1: Establish relationships with younger parents and their families.

2.1.1- Attend Moorestown School Districts monthly PTO meeting with information about the orchestras events.

Issue 2: Philharmonic of Southern New Jersey confronts loyal elationships between the orchestra and younger-aged families.
2.0: To gain 15 percent more younger-aged families attending the concerts by 2013.

Strategy 2: Improve the Philharmonics media exposure.

2.2.1 - Focus more effort on the orchestras social media with frequent updates.

Issue 2: Philharmonic of Southern New Jersey confronts loyal relationships between the orchestra and younger-aged families.
2.0: To gain 15 percent more younger-aged families attending the concerts by 2013.

Strategy 3: Host special events to gain awareness. 2.3.1- Host fundraisers for the Save the Music foundation.

The R-I-C Model Audience: Younger Families Present: Behavior Younger families in the community show little interest in attending the concerts performed by the orchestra.

Change Agent
Messages The orchestra will introduce your child to a new form of art while giving them a two hour break from their videogames.

Desired: Install The PSNJ will perform music preferred by younger families and by current subscribers.

A two hour break from videogames!

Issue 3: Philharmonic of Southern New Jersey lacks creative marketing techniques to attract Moorestown students to its free childrens concert.

Objective:
To attract five percent of the Moorestown elementary and middle school students to the PSNJs annual childrens concert by 2013.

Force Field Analysis

Force Field Analysis Audience: School Districts

Driving Force
Admission is free for students 5.0 4.0

Restraining Force
Transportation, time and interest

Overview: PSNJ should target school districts.

Issue 3: Philharmonic of Southern New Jersey lacks creative marketing techniques to attract Moorestown students to its free childrens concert.
3.0: To attract five percent of the Moorestown elementary and middle school students to the PSNJS annual childrens concert by 2013.

Strategy 1: Establish stable and loyal relationships with Moorestown school districts and board of directors. 3.2.3- Create VNR for the district to approve and play during morning news.

Issue 3: Philharmonic of Southern New Jersey lacks creative marketing techniques to attract Moorestown students to its free childrens concert.
3.0: To attract five percent of the Moorestown elementary and middle school students to the PSNJS annual childrens concert by 2013.

Strategy 2: Establish creative and fun relationships with students.

3.2.4- Create music VNR.

Change Agent Charts

The R-I-C Model Audience: School Districts Present: Behavior Low awareness of free admission prevents students Change Agent Messages Come and experience classical musical music Desired: Install Develop a long-term relationship with young students. (Install)

from attending the concert. while having a chance to meet the musicians

Meet the musicians!

Issue 4:
Philharmonic of Southern New Jersey struggles to gain corporate sponsorship within the local community of Cherry Hill

Objective:

Gain five new corporate sponsors by plans end.

Force Field Analysis

Force Field Analysis Audience: Corporate Businesses Driving Force Restraining Force Already considered a good community player

Reputation

5.0

2.0

Overview: PSNJ believes businesses can boost their corporate image by partnering with us!

Issue 4: Philharmonic of Southern New Jersey struggles to gain corporate sponsorship within the local community of Cherry Hill
4.0: Gain five new corporate sponsors by the plans end

Strategy 1: Identify potential sponsors that would align with the PSNJ and desire an association with the arts.

4.1.3- Create a presentation and a backgrounder to share with potential sponsors.

Issue 4: Philharmonic of Southern New Jersey struggles to gain corporate sponsorship within the local community of Cherry Hill
4.0: Gain four to five new corporate sponsors by the plans end

Strategy 2: Partner with several businesses that serve/sell classic American food or drinks. 4.2.1- Research local restaurants and wine shops located in Camden County.

Issue 4: Philharmonic of Southern New Jersey struggles to gain corporate sponsorship within the local community of Cherry Hill
4.0: Gain four to five new corporate sponsors by the plans end

Strategy 3: Create a long-lasting relationship with current and new sponsors. 4.3.1- Develop a standardized contract for new businesses to sign listing the details of the sponsorship.

Change Agent Charts

The R-I-C Model Audience: Corporate Businesses Present: Knowledge Corporate organizations unaware of the orchestras purpose and non-profit status (or unaware of the orchestra in general) wont contribute. Change Agent Messages Desired: Install

Associating with the arts Corporate organizations benefits corporate image. will become more aware of the Philharmonic of Southern New Jersey.

Receive free advertising when partnering with us!

Issue 5: PSNJ lacks media coverage on concerts and events. Objective: Increase media coverage by 30 percent by the plans end.

Force Field Analysis

Force Field Analysis Audience: Media
Driving Force Community interest of Evergreen Stories Restraining Force

3.0

5.0

Community interest in the hard news

Overview: The media should cover at least one concert

Issue 5: PSNJ lacks media coverage on concerts and events.

5.0: Increase media coverage by 30 percent by the plans end.

Strategy 1: Increase awareness of PSNJ among local media. 5.1.1- Create and send media kits to local media outlets.

Issue 5: PSNJ lacks media coverage on concerts and events.

5.0: Increase media coverage by 30% by the plans end.

Strategy 2: Build relationship with local media to help gain awareness and attendance at concerts and events.

5.2.1 Send local media outlets concert schedule

Change Agent Charts

The R-I-C Model Audience: Media Present: Behavior No media coverage of the orchestra exists. Change Agent Messages Focus on covering the local volunteers of the orchestra giving back to the community. Bring attention to the feelgood story. Desired: Install For the media to recognize the value of the orchestra and to cover it.

The volunteers dedicate their time and effort playing classical music!

Evaluation
PSNJ can evaluate our plan by conducting surveys. Viewing web analytics on the Facebook Page shows whether or not individuals visit the page.

Any Questions?

Thank-you!