Images courtesy of: City of B’ham Choir
“The Marketing Group and the choir’s Board of Management are extremely pleased and impressed by the thoroughness and detail contained within this report. It contains an accurate overview of our current marketing activities, highlights the two main areas for development and makes practical and useful recommendations to tighten up our current marketing practises.”
Jill Taylor – Marketing Manager City of Birmingham Choir
City of Birmingham Choir
About
Since 1921, the City of Birmingham Choir has constantly thrilled and entertained audiences with a wide and often adventurous repertoire. Singing from the start in the historic Town Hall and, more recently, in the magnificent acoustics of Symphony Hall, they have also enjoyed an enormously productive musical partnership with the city’s internationally famous orchestra, the CBSO.
Type of work
Marketing strategy development
Date
July 2012
The brief
- To undertake a review of the choir’s marketing activities in the light of the latest developments
- To identify areas where further development of marketing activities is desirable
- To review the roles/structure of the Marketing Group
- To review the annual marketing plans and individual marketing plans for concerts
The activity
We carried out an initial audit to fully understand the range and extent of CoBC’s marketing activity, which included face-to-face interviews with marketing staff and a print, website and social media review. We identified areas of development and made a series of recommendations.
The outcome
- The report was circulated to all CoBC members, which raised awareness of the extent of current marketing activity
- Four members of the choir volunteered to support CoBC marketing activity
- Marketing activity is more focused
- The current Marketing Group’s confidence is boosted
- Additional audience profiling work has been commissioned
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