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
