james o’dell - pioneer district our passion.pdf · million stradivarius. he played for 43...
TRANSCRIPT
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The Presenter: James O’Dell Director of Marketing & PR Pioneer District Cell: 734-223-7080 Email: [email protected] Please contact me anytime and let me know how I and
the district can support your chapter.
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What Happens When... ...one of the world's greatest violinists ...plays some of the most elegant music ever written ...on one of the most valuable violins ever made ...donned in street clothes ...at a busy metro station in Washington DC ...before roughly 1,000 morning commuters?
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The violinist was Joshua Bell with his $3.5 million Stradivarius. He played for 43 minutes, for over 1,000 passers by. The performance went 3 minutes before anyone acknowledged he was even there. 6 min in, someone finally stopped to listen. In total 7 people stopped and he received just over $32 in donations, not counting the $20 from the 1 person who recognized him.
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Marketing Our Passion: 75 Years and Beyond
Joshua is one of the best violinists in the world, a Grammy award winner, Music Director of the Academy of St Martin in the Field, and has toured all over the world playing with the very best symphonies. A true story published by the Washington Post. By Gene Weingarten Washington Post Staff Writer Sunday, April 8, 2007
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Marketing Our Passion: 75 Years and Beyond
What does this have to do with us?
We all compete for people's attention
He did not get noticed because
there was NO MARKETING STRATEGY
How do we avoid the same
problem?
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I. Foundational Principles of Marketing
II. Chapter Marketing Checklist
III. BHS 75th Anniversary
IV. Society Marketing Efforts
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Foundational Principles of Marketing
Need Target Market
SWOT Goals
Objectives Strategy Implement
The Planning Process
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"Marketing is the process via which a firm creates value for its chosen customers. Value is created by meeting customer needs. Thus, a firm needs to define itself, not by the product it sells, but by the customer benefit it provides...Marketing Strategy begins with the customer. A prerequisite...is the specification of a target market the company will attempt to serve.“
- Robert Dolan, Note on Marketing Strategy, Harvard Business School case #598-061
Need Target Market
SWOT Goals
Objectives Strategy Implement
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What need does the marketplace have? What problem are we trying to solve?
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Need Target Market
SWOT Goals
Objectives Strategy Implement
What customers exist? Age
Employment Family
Ethnicity Geography
type of professions Income
etc.
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Need Target Market
SWOT Goals
Objectives Strategy Implement
Who could we sell?
What options do we have for customers?
What customers exist?
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Need Target Market
SWOT Goals
Objectives Strategy Implement
What customers exist? Who could we sell?
Who do we CHOOSE to sell?
Who do we CHOOSE NOT to sell?
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Need Target Market
SWOT Goals
Objectives Strategy Implement
What customers exist? Who could we sell?
Who do we CHOOSE to sell?
Target Market Target
Market
Target Market
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What makes a target market valuable? Size, Growth of market, Willingness to support mission, Are they accessible, Are they
identifiable, Do we know where they live, Do we find them or will they find us, Do we know how to find them, Is there an obvious fit between our organization and our target market, How hard do we have to work ($$$) to convince, Will they buy from us on a regular basis, How easily can competitors attract them away
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Need Target Market
SWOT Goals
Objectives Strategy Implement
Strength
Opportunity
Weakness
Threat
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Mistakes: Doing only 1 generic SWOT for the whole
organization Making stale generic statements Rushing to get done for a quick sense of
accomplishment
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Successes: Be creative Have a vision
Need Target Market
SWOT Goals
Objectives Strategy Implement
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“The first step toward creating an improved future is developing the ability to envision it. VISION will ignite the fire of passion that fuels our commitment to do WHATEVER it takes to achieve excellence. Only VISION allows us to transform dreams of greatness…
Need Target Market
SWOT Goals
Objectives Strategy Implement
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…into the reality of achievement through human action. VISION has no boundaries and knows no limits. Our VISION is what we become in life.”
Tony Dungy – Former NFL Head Coach
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Successes: Be creative Have a vision Do multiple SWOTs Use actual data Market research, surveys, competitive information
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Successes: Share from different perspectives Compare with other chapters Look for ways to use each others strengths to meet
your opportunities. Cross promote. Analyze from the customers point of view
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Need Target Market
SWOT Goals
Objectives Strategy Implement
Strength
Opportunity
Weakness
Threat
Internal
External
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Need Target Market
SWOT Goals
Objectives Strategy Implement
Strength
Opportunity
Weakness
Threat
Posi
tive
Neg
ativ
e
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Strengths: What the group CAN do Only meaningful when it helps satisfy a need Both product and process of meeting needs
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Weakness: What the group CANNOT do How are these meaningful to our customer
interactions
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Opportunity: What the market is moving in favor of Trends, fads, social/cultural change
Unfulfilled needs
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Trend: Heirarchy Network
Need Target Market
SWOT Goals
Objectives Strategy Implement
Dennis McMillian, President & CEO of the Foraker Group
Top Box
Masses Masses Masses Network
Network
Network
Network
Network
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Trend: Organization Movement
Need Target Market
SWOT Goals
Objectives Strategy Implement
Dennis McMillian, President & CEO of the Foraker Group
Purpose
Customer
Customer
Customer
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Trend: Hero Host
Need Target Market
SWOT Goals
Objectives Strategy Implement
Dennis McMillian, President & CEO of the Foraker Group
Host
Member
Member
Member
Member
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Threat: What the market is moving away from Competitive forces SWOT your competition and list their S/W as O/T
Roadblocks to our success
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Example: Platitude – Old established organization Strength – Stable, long term service, trustworthy,
experienced Weakness – Old fashioned, no innovation
Need Target Market
SWOT Goals
Objectives Strategy Implement
Adapted from: Nigel Piercy, Market-Led Strategic Change (Oxford, UK; Butterworth-Heineman, Ltd., 1992):256
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Example: Platitude – Large organization Strength – Expertise, stable, high status, economy
of scale Weakness – Bureaucracy, impersonal, slow to
change
Need Target Market
SWOT Goals
Objectives Strategy Implement
Adapted from: Nigel Piercy, Market-Led Strategic Change (Oxford, UK; Butterworth-Heineman, Ltd., 1992):256
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Need Target Market
SWOT Goals
Objectives Strategy Implement
Strength Strength Strength
Opportunity Opportunity Opportunity
Weakness Weakness Weakness
Threat Threat Threat
Categorize information
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Need Target Market
SWOT Goals
Objectives Strategy Implement
1) Strength 2) Strength 3) Strength
1) Opportunity 2) Opportunity 3) Opportunity
1) Weakness 2) Weakness 3) Weakness
1) Threat 2) Threat 3) Threat
Rank 1)Degree 2)Importance
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Need Target Market
SWOT Goals
Objectives Strategy Implement
1) Strength 2) Strength 3) Strength
1) Opportunity 2) Opportunity 3) Opportunity
1) Weakness 2) Weakness 3) Weakness
1) Threat 2) Threat 3) Threat
Match S/O for capabilities
Mat
chin
g
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Need Target Market
SWOT Goals
Objectives Strategy Implement
1) Strength 2) Strength 3) Strength
1) Opportunity 2) Opportunity 3) Opportunity
1) Weakness 2) Weakness 3) Weakness
1) Threat 2) Threat 3) Threat
Convert W/T
Convert
Convert
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Need Target Market
SWOT Goals
Objectives Strategy Implement
1) Strength 2) Strength 3) Strength
1) Opportunity 2) Opportunity 3) Opportunity
1) Weakness 2) Weakness 3) Weakness
1) Threat 2) Threat 3) Threat
Avoid W/T
Avo
id
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Benchmarks of progress Realistic Specific Measurable Time related Whose responsible to accomplish
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Branding: What is your brand? What is unique about you What is your ‘Hook’ What do people associate with us What is our calling card
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Example:
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Example:
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Example:
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Example:
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Example:
Old School
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Example:
OC Times
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Example:
Main Street
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Example:
Storm Front
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Positioning: What value do you create? Create a unique selling proposition Clear, distinct, attractive position compared to
competition in the customers mind Why should they buy from you
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Positioning Statement: For, (target market), (our product) is (single most
important claim) among all (competitive frame) because (most important benefit)
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Example: Google For, web surfers (target market), Google (our product) is the
best way to search the internet (single most important
claim) among all search engines (competitive frame) because its patented technology makes it faster and smarter (most important benefit)
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Your turn to fill in the blanks: For, , is among all , because .
Need Target Market
SWOT Goals
Objectives Strategy Implement
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4 P’s of Marketing: Product Placement Promotion Price
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Product:
Everything the consumer receives from the purchase
Need Target Market
SWOT Goals
Objectives Strategy Implement
Product Experience
Auxiliary Product
Core Product
• Easy, Pleasant buying experience
• Fun • Camaraderie • Performance
• 4 part male ACapella • 7th chords • Genre
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Product: What differentiates your product from your
competitors. How do you uniquely meet your customers
needs that your competition does not One product for all markets or multiple products
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Product Decisions: External Customers vs Internal Customers
Need Target Market
SWOT Goals
Objectives Strategy Implement
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External Product: How many shows What kind of show What theme Types of songs Stage vs Cabaret
Need Target Market
SWOT Goals
Objectives Strategy Implement
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External Product: How do the shows differ from one another and the
competiton How do they impact our other shows What impact will they have on our brand Location and venue
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Internal Product: CACM is one way to address this What type of chapter do we want to be What type of chapter will attract our community Your chapter meeting as a product
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Product: Be careful: we can and should modify, eliminate,
reposition, improve our products if they are not working BUT if you change your position and brand too often you will lose your identity with the customer.
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Placement: Distribution/Logistics How do we make our product available to the
community Key aspect in marketing that is overlooked MUST get the product to the consumer in an
efficient, effective manner to make the sale
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Placement: Distribution/Logistics Where do we perform Where do we rehearse What channel will most effectively distribute
product the way the customer expects and wants Customer driven Lot size – what is the minimum purchase size
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Promotion: How do we let our target market know about our
product?
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Promotion Options: Advertising Sales Promotions Personal Selling PR Direct marketing
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Promotion Options: Internet Customer retention Trade fairs Email list
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Promotion Questions: What is my objective Is this promotion connected with the rest of my
marketing strategy Who is the target market What is my message
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Promotion Questions: What media will I use What is my budget How will I measure the impact
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Advertising: Distinguish your self from the competition and
dominate the marketplace
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Elements of a good advertisement: Clear goal/objective for the promotion Your ‘Inside reality’ is good Unique value proposition
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Elements of a good advertisement: Value proposition is demonstrated in an attention
grabbing way Clear call to action Consistent, long-term activity
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Examples of a good advertisement: Nike, "Jogger“ The Guardian, "Three Little Pigs"
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Non-Personal: Advertising in Media Creates awareness Describes features Suggest uses Positioning, Branding Where to buy
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Non-Personal: Advertising in Media But many times does not close a sale
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Personal Selling: Spreads message through individual contact Great for complicated or specialized, small target
markets, individualized choices We should all be BHS salespeople This is ‘Supercharging Your Chapter’
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Sales Promotions: Samples Coupons Contests Discounts Bundled sales package
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Sales Promotions: Can create some action short term Can be aimed at consumer or distributor
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Public Relations: Non paid communication i.e. media story Good for creating brand Use to show your chapter as a good citizen and
contributor to the community. It will encourage public acceptance of your brand
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Price: Price captures the value that the other 3 P’s have
created. If we were successful in creating a value then the price will be determined by the perceived value
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Price: What are my goals and how does price affect that What are my costs What is the market willing/able to pay, market rate What is my competition doing What discounts will we use and who gets them
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Price: Low price leader vs High price, High quality Customized price by market Seating preferences, group tickets, family tickets, multiple
show packages, time of purchase, loyalty pricing or ‘frequent flyer’ price
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Make It Happen!
Need Target Market
SWOT Goals
Objectives Strategy Implement
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Let’s Sing Something
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Chapter Marketing Checklist
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Chapter Marketing VP Marketing Checklist Written Annual Marketing Plan Chapter Website Social Media: Facebook, YouTube, etc Communication with members Chapter Newsletter Communication with patrons Email List
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Updated chapter database and Ebiz List of local media contacts Promote district/society events in chapter Attend district events LA, Convention, Interchapter events
Marketing Research, Surveys SWOT Analysis Involved in the community Involved in local school music programs
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BHS 75th Anniversary
April 11, 2013
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Societies intent is to get every state and province to proclaim April 7-13 as Barbershop Harmony Week
Can we get our local communities to do the same thing?
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Contact the Media Office at your local gov’t office to start the process.
Use the letter to the Governor as a template. Offer to have a youth quartet perform for the
officials at the proclamation ceremony. Use as an opportunity for photo ops and
positive PR for the officials.
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Celebrate Harmony 75th Anniversary show Download on the BHS website Could we get every chapter to perform the
show sometime this year Could we get more chapters to do joint shows
like Lansing has co-ordinated
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Other Ideas Send press release to the media Contact your local media outlets for coverage plenty of resources online on how to do a
press release, publicity, and PR
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Other Ideas Vinyl banners available from BHS that can be
attached to your chapters regular 3 x 8 banner
Connect every activity this year to the 75th
Anniversary
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Other Ideas Hold a ‘Birthday Party’ on April 11 or sometime
that week. Could we co-ordinate so that every chapter has
a similar event during that week? Sing Happy Birthday to those 75 and over
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Other Ideas Get local media personalities to MC your 75th
show Use OC Cash’s original letter for your 75th
activities
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Society Marketing Efforts
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American Choral Directors Association
Monthly full page ads on the back cover of the ACDA magazine
ACDA Executive Director, Tim Sharp, will be the Keynote speaker this year at Harmony U
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Acknowledgments
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John Gourville, Professor of Marketing at Harvard Business School; 2010 National Arts Strategies
Michael Norton, Associate Professor of Marketing at Harvard Business School; 2010 National Arts Strategies
Ferrell, Lucas, Luck; Strategic Marketing Management (South-Western Publishing, 1994)
Cravens, Piercy; Strategic Marketing, Seventh Edition (McGraw-Hill, 2003) Terpstra, Russow; International Dimensions of Marketing (South-Western
Publishing, 2000) Lodish; The Advertising and Promotion Challenge (Oxford University Press, 1986) Belch, Belch; Advertising and Promotion (McGraw-Hill, 2004) Bateson, Hoffman; Managing Services Marketing (The Dryden Press, 1999) John O’Dell; Fresnel Pointe; www.fresnelpointe.com