Academic Paper from the year 2019 in the subject Business economics – Business Management, Corporate Governance, grade: A, , language: English, abstract: American spending on art events have not changed since the 1970s; when the spending is adjusted to inflation. Studies undertaken in the 1980’s indicated that attendance of classical music concerts have been on the decline. Further, the classical music concerts have faced dwindling government support since the 1980s. Due to the above facts, the symphony orchestras in the US have focused on ways of increasing the audience base. The attendance picture of concerts nationally is that approximately 15% of the total population have attended at least one orchestra concert (Knight Foundation, 2002). The demographics of the attendance is mostly white, over 65 years, women and with incomes above $150, 000 per year (Knight Foundation, 2002). The most important characteristic of the specific market of the symphony orchestras is the devotion of the subscription patrons of the symphony orchestra. The integrated communication plan are Facebook and blogs –primarily the use of social media as well as the existing Symphony Orchestra website. The use of Facebook and blogs will be focused on the intensification and enhancement of the participation of Symphony Orchestra in social media through the development of a unified voice; that publishes desirable content on the blog and on Facebook, especially due to the limited budget of Symphony Orchestra. Facebook page will entail the use of incentives for instance if a person clicked ‘Like’ button, they will get a discount code which they can apply when making purchase of tickets. They will get massive amounts of information about the people who are performing. The blogs will be optimized with key words and integrated into the Symphony Orchestra webpage; as a means of boosting the ranking of Symphony Orchestra in natural search. The blog will feature posts on the upcoming events as a means of provoking analysis and engagement on the performers, composers and music. Through the adoption of the plan, it is estimated that after approximately 6 months, the audience numbers at Symphony Orchestra will start to increase.
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