Strategic Musical Marketing : The Irving S. Gilmore International Keyboard Festival
Vreeland, Richard Gray III
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This paper presents a strategic marketing plan that brings a piano music festival into a new and untapped target market while taking into consideration the market and organizations limitations. The Irving S. Gilmore International Keyboard Festival is a piano music festival that is located in Kalamazoo, Michigan. This organization is a non profit and provides a music festival biennially that is attended by those over forty years of age. The Gilmore would like to expand their audience in terms of age while preserving the festival's professional, world-class atmosphere of piano music. The Gilmore would like to gain this target audience not only for the sake of short-term ticket sales, but with the intention of creating long-term concert-goers and supporters of the organization as well. The paper begins with a review of current literature about the general marketing theories and strategies for non-profit organization, including the segmentation of non profit consumers into two distinct groups and the behavior and tendencies of these groups when interacting with a non-profit organization. This research blends a mix of traditional marketing theories with that of more modern techniques and strategies that will enable The Gilmore to begin the implementation of a successful marketing plan for the targeted audience. The literature review is followed by a connection section that will state the organization's objective and bridge the theories and tactics discussed in the literature review with the current state of the organization to properly develop a feasible strategic marketing plan. Upon completion of the connection section, a marketing plan will be described that contains both a situational analysis and tactic recommendations for The Irving S. Gilmore International Keyboard Festival. This plan identifies both the factors of the macro environment and micro environment that affect The Gilmore, while also capturing competition and the current situation within The Gilmore through a SWOT analysis. The objectives of the marketing plan are to increase revenue through the ticket sales to a younger target audience, while also capturing this audience as lifetime concert-goers and donors to the organization. Strategies within this marketing plan involve the implementation of a newly developed social media plan and a series of promotional partnerships with businesses in the Kalamazoo area. This plan spans two years and will be evaluated after year one through the staff and board members of The Irving S. Gilmore International Keyboard Festival. Through the course of this senior individualized project, both traditional and more modern techniques will be used to construct a marketing plan that successfully targets a younger audience while using the resources that are currently available within The Irving S. Gilmore International Keyboard Festival.