Bellevue Youth Symphony Orchestra (BYSO) gave me the opportunity to keep their musicians active and informed during the summer, while also spreading some positivity on those difficult 2020 days. Here are some of my marketing ideas and deliverables:
4th of July Virtual Concert
I asked BYSO students to pick a patriotic tune, record themselves, and submit a video performance to BYSO. Since their traditional 4th of July concert was cancelled, I thought this would give students something to look forward to. A whopping 29 videos were submitted, which I used to create a 3-part 4th of July Virtual Concert. I also created a “Best Of” video that was sent to retirement homes for their entertainment. It was a hit!
Graphics used to ask students for video submissions:
Feature in Points Living Magazine
To celebrate one of BYSO’s conductors that went above and beyond during the pandemic, I submitted an article about her to Points Living Magazine, an exclusive newsletter for The Points Communities in the Bellevue area. I scheduled an interview with the conductor, contacted students to hear their side of the story, and wrote this piece, published in Points Living Magazine’s August 2020 issue.
Newsletter’s New Look
Bellevue Youth Symphony Orchestra has been using Vertical Response for their newsletters. I suggested making a switch to MailChimp for several reasons including better deliverability rate, easier interface, and a cleaner look. We decided to make the switch, and here is an example of what the template looks like that I created. The number of people opening up newsletters has gone up from 33-40% to 50% with this new look. Deliverability rate has also gone up.
Social Media July Giveaway
To reach a wider audience beyond members of Bellevue Youth Symphony Orchestra, I created a Giveaway campaign with graphics. This was run on Instagram and Facebook and received positive engagement.
Creating Opportunities for Students
Understanding that several students were experiencing Zoom fatigue, I created an opportunity for them to work on something beyond the computer, while having fun and staying engaged at the same time.
Every Monday, students were invited to submit an art piece (music-related or not) to BYSO staff, and by Friday, staff posted the “winning” piece for that week. Many music students have talents beyond music and it was great to give them an online platform to share their work.
Bellevue Youth Symphony Orchestra received positive feedback for their social media and newsletter content over the summer. Even though BYSO did not offer summer camps like usual, students stayed surprisingly active. In fact, 400+ of them decided to audition for the Fall 2020 season!