$--$, ;i

r-t,r.ri "

,,*

,"1 i: ia,ii t"""r I i:{grit*.: ;.i.: r,* " i ; c"'t.'"'x,/-"g*-t *-** $Jr=* *; * vr-* i:
'' 'P ' - * r

,l:t^ r ; . r

: t. . , ; :'I ; I ^ 'r,r., t - , r t - li._,i ," ; , i i1 !.,.! ": "f i,:::*

'

L*,

'

2008-2009

Family Concert
Series

Atlanta Symphony Orchestra

1280 Peachtree St.,

Ste.4074
Atlanta, GA 30309 Sponsored by: Delta, Publix Supermarket and Publix Charities, and

GeneralElectric

Customer Analvsis
Average age of a Family Concert

Parents

35-54 years old

75To

Percent of concert-goers that have completed

Average length of residence

college in the Atlanta arca

10 years

The Family Concert Series audience is made up of parents with children between the ages of 4-12 years old. Both Primary (Parents) and Secondary (Grandparents) Markets base their decisions to purchase tickets on several factors: time of event, value of event, convenience of event, type of event, and of cost of event'

The Marketinq Strateqv for Familv Concerts

Direct Mail

AugusVseptember Postcard Family Concert Announcement (Mail 0B/01/08)

Print Ads

o .

04127109 AJC: Arts and Books

05/03/09 AJC: Arts and Books

Radio Ads

WSB-FM 16 spots (:60)

Email

momslikeme.com - "Events in Atlanta" Group Sponsorship

Group / Gorporate Sales

. r o o r r . . o

Email sent to lapsed Family buyers PTA network offer Atantaparenting.com Midtown Parent Group Listed on Girl Scouts of America website Dekalb School of the Arts- Michael Bell
i

Trintiv Pres. Church Offer Central Pres. Church Offer

Northpoing-Buckhead Church Offer

,,, The Marketinq Strateqv for Familv Concerts Continued

Group / Corporate Sales Email sent to lapsed Family buyers PTA network offer Atantaparenting.com Midtown Parent Group Listed on Girl Scouts of America website Dekalb School of the Arts- Michael Bell

,' .
': .

,.

. ,: .
,,

. ,r . t, . :l .
.:

I.

Trintiv Pres. Church Offer Central Pres. Church Offer

Northpoint-Buckhead Church Offer Episcopal Ghurch Offer-St. Lukes, St. Barts, All Saints, Church of Epiphany, Big BethelAME

,' . ' . . ,,, r :: .

Methodist Church Offer-Atlanta First United, Peachtree Road UMC, St. Pauls UMC, Central UMC, Grace UMC, Northside UMC, 1Oth Street UMC, St. James UMC Presbyterian Church Offer-Central Pres. Druid Hills Pres. Morningside CDC $8 Ticket Offer Perfectly Polished Ettiquette School$8 TicketOffer

Marketinq Plan Gontinued Atlanta Symphony Orchestra Marketing SWOT Analysis (Family Concerts): Strenqths:

o o . . o . o o . . . . o . . o o . .

Planning out marketing strategies and goals Good balance of creative and analytical minds on Marketing team Adapting wellto new types of media changes Have an engaging Kids Club Knowing audience - by analyzing them and reaching them

Weaknesses:
Many ditferent concert series to manage and budget Different series competing Confusion created by multiple concert series and how to subscribe Website can be overwhelming for new viewers looking for concerUevent information Competition from existing Family based events in Metro-Atlanta

Opportunities:
Expanding audiences Collaborations with other arts orgs and share marketing expenses (Synchronicity, the Wrent's Nest, and the Center for Puppetry Arts)

Youthfulorchestra.
Build on the Kids Club website

Advertise on Radio Disney

Threats:
Parents looking for deals Current economy Print media declining due to internet based marketing

AJC layoffs

Marketing Plan Goals

The Atlanta Symphony Orchestra's marketing goals for th ASYO's performance of "How the Gimquat Found Her Song," are to increase attendance by 15% at this performance. By using a blanket market strategy and advertising in media that thd fliitrrary target market (35-54 years old) receives and reads should boost sales as well as attendance. These marketing goals will also be met by using promotional tools like the 2-for-l et1rdil blasts, which will help encourage attendance and ticket purchases.

Atlanta Symphony Orchestra Marketing Media Mix for "How the Gimquat Found Her Song'o Nikki Wooton Primary Market

o . o o o r o o o o o o o o o o o o o o r r o . o o . o o

Parents (20-50) with children between the ages of 4-I2 years old Single Parents (20-50) with children between the ages of 4-I2 years old

Marketing Mix
Facebook

Twitter Atlanta Symphony Orchestra Website

Constant Contact Vocus Atlanta Christian Website Atlanta Journal Constitution - online and print ads in the newspaper Accessatlanta.com - online and print ads in the newspaper Georgia Public Broadcasting Momslikeme.com Metromix.com WSB radio - website and on the AM station 898.5 radio - website and on the FM station Creative Loafing - on website and in newspaper Metro-Atlanta PTA groups (word of mouth) Kids Club mailings NPR Channel 2

Secondary Market
Grandparents (55+; with grandchildren between the ages of 4-12 years old Teachers with students between the ages of 4-12 years old

Marketing Mix
Atlanta Journal Constitution Georgia Public Broadcasting Access Atlanta Newspaper WSB radio - AM NPR Creative Loafing Channel2

How the Gimquat Found Her Song Marketing Media Mix

Print Ads

AJC

o o
Internet Ads

3 (2x5) ads

Cost: $ 3, 814.70

Momslikeme.com

o o o o o o
898.5

# of

ads: 1 (will run for 3 weeks)

Cost: $567.00
WSB online ad
#

ofads:

Cost: $167.00 ( will run for 3 weeks)

o o
Radio

ofads:

Cost: $167.00

WSB Radio

o o o o
898.5

Cost to make a 30 sec radio

spot:

ofads:
cost:

# of times aired

16 (60 secs) spots

o
TV Ads

Cost: $5,050.00

Channel 2

o o
Email Blasts

(30 sec) commercial will run 2 weeks

Cost: $ 5,610.00

Vocus: $200/month
e-notes: $100/email Direct Mail
Flyers to pass out
500 flyers

- produced

in- house

Street team: the Hatchett Man

Cost:$100ihrx8-$800
500 (4x6) postcards

:$

15

%*#

Jere Flint, conductor

Atlanta Symphony Orchestra

Guest Artist Platypus Theatre

ff, *r'$,'$ffist
Usaprorao

j-l o

!v Ii-J i

s.

e JIVJ CI
J

ioUr\D l-l !;l Jor\C

Come join us for the Orchestra's performance of "How the Gimquat Found Her Song," this imaginary character and her magical musical wizard friend will go on a multi-city musical discovery. Come along for this thrilling journey that includes work from Mozart's Marriage of Figaro to Ellington's /f Dan't Mean a Thing, all to help this songless Gimquat find her groove.
,,.,

Atlanta Symphony Orchestra

'tr?Sfi Pe*chtree $treet

,
i

Atlanta, GA 303CIS Box *ffiee phcne: {404) 733-50CI0 For tic ntc, br:xcffrc*@w**d r*ffcenter. crg
www.atla n tasymphony.nrg

{i I
ROBERT SPANO, Music

Director.

DONALD RUNNICLES, Principal Guest Conductor

atlantasVm phony.org

FOR IMMEDIATE RELEASE

April9,2009
Contacts: Melissa A.E. Sanders (404) 7 3 3 -484 6, m e li s s a. s ande r s @w o o dr uffc e nt e r. a r g Laura D. Soldati (404) 7 33 -4105, laura. s oldati@w oodruffcenter. org

ATLANTA SYMPHOI\TY YOUTH ORCHESTRA TO PERFORM "HOW THE GIMQUAT FOUND HER SONG' SUNDAV, MAY 10,2009 AT I:30 P.M. AND 3:30 P.M'
ASO StaffConductor Jere Flint To Lead The ASYO And Guest Artists From Platypus Theatre.
The ASYO and guest artists from Platypus Theatre will perform "How the Gimquat Found Her Song" on Sunday. May 10.2009. at 1:30 p.m. and 3:30 p.m. in Atlanta Symphony Hall.

ASO Family Concerts are anessential first step in introducing children to the lifelong pleasures of music. With the Orchestra's performance of "How the Gimquat Found Her Song," this imaginary character and her "magical musical wizard'o friend will go on a multi-city musical disc-overy. Come along for this thrilling journey that includes work from Mozart's Marriage of Figaro to nU;ngton'sit Don't Mean a Thing, all to help this song less Gimquat find her grooveThe next Family Concert will be the ASYO's Spring Concert on Sunday. May 31.2009 at 3:00
D.m.

About the Arfists

Atlanta Symphony Orchestra StaffConductor Jere Flint leads a triple life in music. He leads the Atlanta Symi*rony during the Orchestra's popular Family Concerts series and Symphony Street at concerts for yogngstetr; *d he also regularly conducts on the Classic Chastain pops series park. As Music Director of the Atlanta Symphony Youth Orchestra (holder of the Zeist Chastain year' as well as Foundation Chair) he directs weekly ASYO rehearsals and three rnajor concerts a of the other special concerts throughout the season. And when not on the podium, he is a member decades. ASO's cello section, where he has perforrned for more than three While eaming his bachelor of music degree at Wittenberg University in Ohio, Mr. Flint was recordings assistant director of the noted choir there. He also arranged and conducted two Christrnas from by the choir for Columbia Records. He received his Master of Arts degree in music in i967 opera the University of Washington in Seattle, while also serving as manager of the university's company and music director for the school of drama He continued his conducting studies under

rzSo Peachtree Street NE, Suite 4o74. Atlanta, GA 3o3o9

'

404-733.42oo

A Founding Member of the Robert W. Woodruff Arts Center

Otto-Werner Mueller. Mr. Flint has also conducted at the Brevard Music Center, t}re Sewanee Summer Music Center, Atlanta-Emory Orchestra and the Southeastem Music Center in Columbus, Georgia.

The Atlanta Symphony Youth Orchestra is an integral member of the Atlanta Symphony Orchestra family and a vigorous part of the cultural fabric of its community. The ASYO strives for national preeminence among youth orchestras, while cultivating the artistic gpwth and excellence of our members through enriching orchestral experiences and the mentoring of ASO musicians.
Established in 1974, The Atlanta Symphony Youth Orchestra has a history like no other. Bom from a symphony orchestra that began as a youth orchestra itself, student education and training has always been paramount. Each year, over three hundred student musicians ages 13-18 audition for the orchestra. Just over one hundred students are selected and dedicate their time to weekly ensemble and sectional rehearsals. The Atlanta Symphony Youth Orchestra has gained national recognition as one of the best youth orchestra's in the country. The only American youth orchestra ever to participate in an Olympic Games, the ASYO was a featured ensemble in the 1996 closing ceremonies. ASYO has also been featured on National Public Radio, WABE, and with the rock grooP, Collective Soul. The ensemble rehearses and performs in Symphony Hall of the Woodruff Arts Center under the baton Maestro Jere Flint, conductor since 1979.

of

Since 1989 Canada's Platypus Theatre has been atrnlblazer in creating programs for children that bring classical music to life in an intelligent, entertaining and interactive way. Critics, educators, musicians, parents and children have lauded the company's performances for their creativity, originality and high standards of execution. Platypus' seven original programs have been seen by over half a million spectators in CanadA the United States and on six tours to Southeast Asia. After nearly 400 concerts with more than 50 orchestras worldwide Platypus Theahe has gained an unparalleled reputation for excellence in music education.

In2006, in collaboration with TV Ontario, Trace Pictures and the Toronto Symphony Orchestra, Platypus Theatre created a television adaptation of their ever-popular, "How the Gimquat Found Her Song." The film was broadcast five times on TVO and won an Award of Excellence at the 2008 Accolade Television Awards and Best Children's Program at the prestigious Banff World Television Festival. Platypus Theatre was also the subject of a nationally broadcast documentary made by CTV in 1991 and of a PBS television full-perfonnance broadcast on UNC-TV in North Carolina in 2000. In Addition to "Gimquat" the company's progrnms include: "Emily Saves the o'Song of the Forest", "Charlotte Orchestra", "Rhythm in Your Rubbish", "Bach to the Future", and the Music-Maker" and "A Flicker of Light on a Christmas Night."

(more)

ASO FAMILY CONCERT "HOW THE GIMQUAT FOUND HER SONG',

Atlanta Symphony Hall, Memorial Arts Building, WoodruffArts Center
Sunday,

April 19,2409, at 1:30 p.m.

and 3:30 p.m.

Jere Flint, conductor Platypus Theatre, guest artists

Atlanta Symphony Youth Orchestra

Excerpts from the following:

VMLDI BACH MOZART BEETHOVEN TCHAIKOVSKY DUSCHENES BIZET DEBUSSEY RAVEL LLOYED WEBBER ELLINGTON

"Four Seasons" Suite No. 2 o'Marriage of Figaro" Symphony No. 5 Symphony No. 4 "Awakening"
Carmen Suite Prdlude d I'aprds-midi d'un faune Mother Goose Suite Phantom of the Opera "It Don't Mean a Thing"

###
Additional contact:
Caren West, Caren West/PR (404) 61 4-A0A6, caren@carenwes Qr. com