The Society For New MusicPRL 325: Campaigns

Ashley Brolin, Jennifer Corletta, Ryan McGylnn, Hannah Redfield and Siddra Shah

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Table of Contents

Executive Summary 3

Situational Analysis 4

SWOT analysis 5

Organizational Linkages 7

Target Publics 9

Goals and Objectives 13

Execution 15

Messaging 20

Budget 25

Timeline 30

Evaluation 31

Appendix 35

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Executive SummaryThe Society for New Music has been presenting new music in Central New York and the greater Syracuse community for 43 years. Founded in 1971, the Society works closely with composers, students, educators and local community members to instill classical and innovative music into the lives of many.

The Society recently expressed the need to raise awareness of their small nonprofit, in order to generate more buzz around what they do as an organization. Specifically, we focused our efforts on how to generate awareness for the Society on Syracuse University’s campus. Our efforts include two goals, one solely relying on generating awareness through increased media presence, campus impressions and on campus relationships.

While, the second goal is to increase engagement and involvement with the Society for New Music’s upcoming events. We aim to achieve this by increasing relationships with campus members, increasing S.U. student attendance at events and increasing off-campus alumni promotions. Each objective targets all students, faculty and alumni within the Syracuse University network, or a mixture between the three targeted publics.

By exercising the abilities to achieve these goals and objectives and through calculated strategies and tactics, we believe the Society for New Music can gain the awareness and recognition needed.

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Situational Analysis

History: The Society for New Music was founded in 1971, and for 43 years it has been presenting new music in Central New York and the city of Syracuse.

According to its website, the Society’s mission is to fund programs and composers in order to cultivate the musical community in the local area, specifically by "commissioning new works… featuring regional composers alongside guest composers… providing regional musicians an opportunity to perform the music of their peers… [and] bringing new music to as broad an audience as possible through performances, broadcasts and cable TV."

The Society for New Music is a non-profit organization governed by a volunteer board and works closely with composers, students, educators and local community members.According to its website, over 20,000 people attend new music programs each season. The Society has received funding from various public and private sources and annually presents the Brian M. Israel Prize to a New York State composer.

Mission: “Founded in 1971, the Society's purpose is to act as a catalyst for the continued growth of the CNY musical community by commissioning new works, through advocacy (e.g. Society News, and Fresh Ink on WCNY-FM and its Watertown and Utica affiliates), by featuring regional composers alongside guest composers, by providing regional musicians an opportunity to perform the music of their peers in order to gain new skills and techniques which they then share with their students, and by bringing new music to as broad an audience as possible, through performances, broadcasts and cable TV.”

Problem/Opportunity Statement: Despite national acknowledgment and Pulitzer Prize-winning composers, the Society for New Music lacks recognition close to home and thus has the opportunity to attract, work with and bring awareness of their organization to the vast Syracuse University student, faculty and alumni populations.

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SWOT AnalysisStrengths: If one looks at the work the Society has produced and how long they have been in existence it is clear they are doing many things well. With five Pulitzer Prize winners, the Society’s ability to find and develop talent is a clear strong suit of theirs.

Many times large numbers can lead to lack of productivity and confusion in communication; however, from talking to the client their board of 50 members is clearly a strength of theirs as well. They all seem to understand their role and have a deep care and love for music rather than a fleeting desire to be on a board of directors just to boost their resume.

With their award winning composers and their impressive board who have reach and business ventures outside the Syracuse area, the final strength of the Society is that they are known and relevant nationally.

Weaknesses: The first noticeable weakness of the Society for New Music is their lacking online presence. Upon visiting the organization’s Facebook page, there are 40-50 photos pertaining to one event, while the remaining six were published over a span of seven months. This scattered Facebook page shows there is no particular person in charge of the organization’s social media.

Additionally, the Society for New Music’s website is unappealing to the eye, difficult to navigate and unprofessional. There is nothing to immediately entice the website’s visitor, and it takes a great deal of effort to find out anything about the organization. The Society for New Music needs an online makeover to get its name out to the music community and become more widely known.  

The biggest and most important identified weakness, however, is the fact that through our interviews of Syracuse locals it is clear that the general awareness of this organization is lacking locally, although this may not be the case nationally.

Opportunities: Depending on the Society’s willingness to change and their short-term and long-term goals for the organization, the opportunities ahead of them could change the way people look at their entire organization.

They are located in a musically talented hub here in Central New York. The underground music scene and the new sounds that the Society seeks out are all around them. This could not be truer than on a college campus and the Society is lucky to be located near a crowd of large Central New York universities including Syracuse University. S.U. is home to the prestigious Bandier music program within the Visual and Performing Arts School, as well as a huge network of student-run news publications.

Learned from time spent with student-run Jerk magazine, the publication is constantly discovering and featuring talented musicians in the area in their issues and at their events. This is why we think it is imperative for the Society to get more involved in college

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campuses so that they can encourage young adults to take their love of being in the a cappella club, for example, to a more serious professional level. This is where our team feels as though the Society needs to leverage their time and take advantage of the next generation of Mozarts.

Threats: The threats to the Society are very different than your typical organization. They are not selling a product where they have to compete with others in their industry. In fact, they are the only organization of their kind in New York State outside of Manhattan. On the contrary, they would prefer to work with other art groups rather than compete with them in order to spread the work that they do.

The threats, however, come in when you take a look at todays crowded marketplace. It is no longer easy to keep people interested in the events the Society holds when you have regional sports, movies and even the comfort of your own home as a source of entertainment. In this digital age we live in, it is sometimes difficult to get people to look up from their phones and many of the younger generation would much prefer to spend their time going to a big-time concert at the OnCenter in the area instead of a Society event.

In the end, rather than other organizations being a threat, it is the varying forms of entertainment that are now constantly at people’s disposal, which is posing problems for the Society.

Statement of Harm: The Society for New Music has a well-established national and international presence, with musicians hailing from all parts of the world. With the company originating in Central New York, one would imagine they have created a lasting relationship with surrounding colleges such as Syracuse University in order to recruit potential composers and musicians to build their network.

Interestingly, however, the company has not made a terribly strong mark on college students, faculty members or alumni. If the Society for New Music had a significantly stronger presence on campus, the demographics listed above could provide an abundance of resources, which would otherwise be unavailable. Such resources include money/donations, increased credibility, networking opportunities, wider recognition and (predictably) a stronger social media presence, among many others.

If the Society for New Music continues to be inattentive towards one of their potentially most powerful and influential audiences, they could lose prospective members of the organization and/or executive board, funds, advancement of their network and publicity.

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Organizational LinkagesNormative Linkages:

1. Other Local Arts Groups (i.e. Syracuse Jazz Festival, Film Festival) – Their objectives are very similar to the Society for New Music. Other local art groups would like to increase awareness, while also promote creation of the arts, whether it be music or film.

2. Other National Arts Groups (i.e. National Endowment for the Arts) – Their objectives are also consistent with the Society for New Music. They encounter the same problems and want the same objectives, just on a larger more national scale.

Enabling Linkages:1. Board of Directors – As a group of 50; the board controls what the Society for

New Music does throughout the fiscal year.2. Competitive National Grants – These grants give the Society for New Music the

ability to continue annual events and create new opportunities for the future.

Input Linkages:1. Volunteers – Any volunteers that help out at the Society for New Music’s events,

such as composers dedicating their time to teach young children in elementary schools about music, or anyone who is helping to service the organization.

2. Board of Directors (Input) – The Board is volunteering their time to benefit the Society for New Music.

3. Vendors – Allow goods to be supplied to the Society for New Music’s events and other organizational functions.

Output Linkages:1. Students – The students of Syracuse University have the ability to enjoy what the

Society for New Music offers, including attending events, working with the organization and learning from them.

2. Faculty – Professors and employees at Syracuse University can also be exposed to the Society for New Music, allowing them to go to events and learn more about the organization. Most faculty members can expand their knowledge of the organization to family and friends, increasing awareness of the organization.

3. Alumni – Past students of Syracuse University are able to discover more about the organization, get involved and even donate to the Society for New Music.

Diffused Linkages:1. Media – The media is not directly correlated with the Society for New Music, but

they do participate and engage with the organization when special events take place, sponsorships occur or if a crisis were to happen.

The output linkages, such as Syracuse University students, faculty and alumni would be directly affected and related to the opportunity we see for the Society for New Music on the Syracuse University campus. This opportunity, as stated above, would be tapping into an audience of a variety of demographics in one central location that would otherwise not

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be focused on. This would provide students, faculty and alumni new opportunities to learn about the organization and be a part of it. The media and other local arts groups are indirectly related to this opportunity, seeking benefits from potential partnerships and newsworthy stories that may come from the Society for New Music being active on S.U.’s campus.

Identifying Linkages: A Model for Determining Key Publics

Target PublicsDemographics

We are specifically focusing on publics within Syracuse University. This encompasses all students (undergraduate, graduate, and beyond), faculty (professors, adjunct professors, staff, etc.) and alumni. This also could be extended to others such as parents. These demographics are general enough to apply to other universities/colleges in the CNY area.

Normative Linkages

1. Other local arts groups (Syracuse Jazz Fest, Film Festival, etc.)

2. Other national arts groups (ex: National Endowment for the Arts)

Diffused Linkages

1. Media

Output Linkages

1. Students 2. Faculty 3. Alumni

Input Linkages

1. Volunteers 2. Board of Directors 3. Vendors

Enabling Linkages

1. Board of Directors2. Competitive National Grants

Functional LinkagesThe Society for

New Music

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According to Syracuse University’s website, the breakdown in numbers of these demographics are as follows:

“The total University enrollment for fall 2013 is 21,267. Full-time undergraduate enrollment, 14,422; part-time undergraduate enrollment, 675; full-time graduate and law school enrollment, 4,670; part-time graduate and law school enrollment, 1,500. The full-time undergraduate student population consists of 55 percent women and 45 percent men. Minority students represent 25.8 percent of the total student population of 21,267.Full-time instructional faculty, 1,043; part-time faculty, 94; adjunct faculty, 472. Approximately 86 percent of full-time faculty members have earned Ph.D. or professional degrees. There are 247,811 alumni representing all 50 states and 162 countries and territories” (Syracuse University, 2014).

Psychographics

Students: As the members of The Tarantinos are a part of this particular public, it is safe to assume we can speak on behalf of the student population and say that we did not know the Society for New Music existed prior to our introduction to the organization in class. Additionally, our peers were in the same situation until we briefed them on the organization. Many students believe, however, that it would be advantageous for the organization to strongly consider targeting themselves towards students at Syracuse University. This would inform students of the opportunities the Society for New Music can present.

Faculty: Although we were not able to obtain an abundance of faculty feedback, some expressed a belief that the Society for New Music has a great deal of potential. Faculty stated that the organization could truly make an impact on those who are a part of the music world in the Central New York area. If the Society was more of a presence on Syracuse University’s campus, they could gain more recognition as a credible musical organization.

Alumni: The Tarantinos were able to speak to a few alumni and found that their knowledge regarding the Society for New Music was close to nothing. Nevertheless, alumni were supportive of the idea of the Society implementing a public relations strategy in order to become more widely known as reputable, dynamic organization.

Influentials

Students: Considering the members of the Tarantinos are a part of the student demographic, the agency understands exactly what influences them. First and foremost, college students consider themselves young and intelligent. This group also tends to think of itself as technologically savvy and not afraid to take risks. Although they may not immediately identify themselves as such, if you force the question, this group has a sense of invincibility.

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At this age, the demographic we are studying is involved in and influenced by more groups than nearly any other section of the population. The first and most obvious group membership that influences this group is their friends. College students are easily influenced by what their peers are doing. In looking at this demographic, the love/belonging of Maslow’s hierarchy of need is critical to this group. As young people step into a new atmosphere for the first time, the need to feel a part of a group is crucial. These friend groups then spread into student organizations, fraternities, sororities and clubs that not only take up a lot of these students’ time, but also influence their decisions.

When it comes to motivation, there are a number of things to take note of in this population. As discussed, this group needs to feel some sort of sense of belonging. They fear rejection; therefore, social life motivates this group. This means a night out with their friends at the bars, an event or a fraternity party motivates a lot of their actions. This event could easily be something such as a concert the Society hosts; however, the key to getting this population to this point is by getting to their friend groups, clubs and extracurricular groups to take interest in said concert.

Faculty: The faculty at Syracuse has similar influences to the students considering both are part of the same community; however, there are some obvious differences as well. Just as the students, faculty members definitely consider themselves intelligent, if not experts, in their respective fields. They also consider themselves well adapted to dealing with many things at once; a great deal of the faculty not only teaches, but also have jobs in their respective fields.

At this stage in their life, the faculty are more set in their ways and not as easily influenced as the student population. This does not mean, however, that there are not certain things that influence them. To begin with, their colleagues, whether in their educational life or professional life, influence this group immensely. Students can even influence faculty as this younger generation may bring new perspectives to the way the faculty member may have previously thought about a certain topic.

Finally, when it comes to motivation, the faculty is motivated by efficiency. With busy schedules, faculty members want to know the easiest and fastest way to deliver the best results. Faculty members are also motivated by the future, as they are always seeking the next trend in their field so they integrate it into their curriculum or work.

Alumni: Although they will always have a connection to Syracuse University, this group is much more difficult to reach since they are no longer in the immediate Syracuse community. Alumni are also spread across the world and have different life goals and objectives. In general they all, as college graduates, consider themselves educated.

In terms of influence and motivation, it depends on what stage in his or her life the particular alumnus is in. An alumnus of Syracuse University who graduated 2-4 years ago is motivated by moving up in their job or getting a raise. Alternatively, someone who graduated 10-15 years ago may be more motivated by his or her family, and graduates of

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40-50 years ago are more motivated by what it takes for them to retire. In order to motivate alumni to care about what is going on back on the Syracuse campus, a campaign must hit one of these points.

Media Habits

An analysis done by Dr. Kinsey’s research class called, “Society for New Music: Online Media Exposure Report” indicated that a gap exists between the Society for New Music and the media. This finding is based on extensive research on the Society’s appearance in several regional online news outlets including Syracuse Media Group, The Post-Standard and Syracuse University’s website. This is important to note because our target publics (Syracuse University students, faculty and alumni) presumably look to these sorts of media outlets for news.

Students: For students at Syracuse University, the main source of news comes from social media. Constantly connected to the outside world with smart phones, Syracuse University students are prone to getting their news from twitter, Facebook and even Instagram. These social outlets provide a quick and easy way for Syracuse undergrads to read through news both locally and nationally. By posting more content onto social sites, students may be more prone to either to read or engage with the content the Society for New Music posts. Email listservs from Syracuse University and its various schools/departments also serve as a source of information for many students.

Faculty: Faculty members at Syracuse often get their news from local newspapers. Most faculty members who live within the area read the local newspaper, The Post-Standard, while at home. When on campus, faculty may read The Daily Orange, a student-run newspaper. Whether they are reading the print version or the digital version, a lot of faculty members are obtaining their news from these sources to keep them up to date on what is happening on the Syracuse campus and in the surrounding area.

Alumni: Although no longer physically connected to Syracuse University, alumni are also a very important audience for the Society for New Music to engage with. Alumni, who are scattered throughout the United States, tend to get their news from more national channels along with their own local news outlets. Since the Society for New Music is not necessarily able to contact all of the local newspapers in the United States, they should instead focus their media efforts on national media, such as The Huffington Post or the New York Times. Alumni, more likely than not, will be reading outlets such as these.

All aforementioned resources have a certain degree of credibility. Certainly news outlets like The Post-Standard must be considered credible, as well as their social media accounts. Listservs from the University that go out to students, faculty and alumni are also credible. Within these reference groups, experts or reporters who cover music and/or local events can be considered thought leaders. For example, student columnists who cover music in The Daily Orange are thought leaders, as well as a music professor that contributes to a weekly listserv from the university. The Tarantinos do not believe there are any special issues to consider in message dissemination.

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Goals and ObjectivesGoal #1: Create a general awareness of the Society for New Music among the Syracuse University undergraduate students, graduate students, faculty and alumni.

Objectives: 1. Increase media awareness by 15% by June 2015. 2. Increase campus impressions by 15% by June 2015. 3. Increase on-campus relationships with five group organizations by June 2015.

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Objective Key Publics Self-Interests Influentials

Increase media awareness by 15% by June 2015.

Students,Faculty andAlumni

Fun Educational

experiences Extracurricular

experiences

Student reporters News reporters

Increase campus impressions by 15% by June 2015.

Students andFaculty

Students looking to broaden their leisurely activities

Fun

Student Activities coordinators and staff members

Increase on-campus relationships with five group organizations by June 2015.

Students,Faculty andAlumni

Fun Network with

industry professionals

Gain exposure to new forms of music

Student organizations Professors Alumni in the area who

are still involved with Syracuse University

Explanation: Based on talks with the client and previous research, it is clear that awareness for the Society for New Music and its work is lacking on the Syracuse University campus. This is not necessarily a bad thing, as the students will have no pre-conceived notions about the Society. There is an opportunity to shape opinions based on how the Society wants to be perceived. For example, one way for the Society to gain more awareness on campus is by being directly involved with those affiliated with Syracuse University. The Society could advertise in student publications, have board members be guest speakers at a music club or even sponsor something like an a cappella show. The more integrated the Society is with Syracuse University, the more aware our audiences will be.

Goal #2: Increase targeted publics’ engagement and involvement with the Society for New Music’s upcoming events and mission.

Objectives: 1. Increase the Society for New Music’s relationships with campus members by 15% by June 2015.

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2. Increase student attendance at events by 15% by June 2015. 3. Increase off-campus alumni awareness of the Society for New Music by 10% by June 2015.

Objective Key Publics Self-Interests Influentials

Increase the Society for New Music’s relationships with campus members by 15% by June 2015.

Students andFaculty

Passionate about new music

Fun Impose or create

new interests within Syracuse University

Students and faculty members currently involved or intrigued by The Society for New Music

Increase student attendance at events by 15% by June 2015.

Students Extra credit Curiosity

Professors at Syracuse University

Students who have knowledge of the Society

Increase off-campus alumni awareness of the Society for New Music by 10% by June 2015.

Alumni Fun Entertainment Kept in the loop

about regional events

The Society for New Music’s social media coordinators

Explanation: Not only do we hope to garner awareness of the Society for New Music, but we also want to increase our key publics’ engagement and involvement with the Society’s events and messages. For example, a brand ambassador program would promote the society while simultaneously creating organic relationships with students and faculty. It is better for these audiences to hear about the Society from someone who they can relate to on a personal level. This, along with extra credit opportunities and a strategic communications plan via traditional and social media, will successfully promote student, faculty and alumni engagement with the Society.

ExecutionGoal #1: Create a general awareness of the Society for New Music among the Syracuse University undergraduate students, graduate students, faculty and alumni.

Objective #1: Increase media awareness by 15% by June 2015.

Strategy: Implement a media outreach campaign and pitch to student-run, local and national publications.

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Tactics: 1. Reach out to on-campus publications such as The Daily Orange or Jerk magazine.

a. Utilize press releases, propose interviews and offer press passes for events for student reporters to cover.

2. Reach out to local media outlets such as The Post-Standard.a. Send press releases and try to set up interview with local reporters.

3. Send press releases and email pitches to national media outlets when an event is large enough to warrant national attention.

Explanation: When it comes to the media and reaching the desired audience, the campus community (students, faculty, and staff) is paying attention to on-campus publications as well as local and national publications. Understanding the fact that the Society already has an impressive national reputation, we plan to focus on increasing the on-campus and local media outreach. The students trust on-campus sources such as The Daily Orange and Jerk magazine because they are written for the students by the students. We believe working closely with both publications would be a great way to leverage not only our goal of increasing media awareness, but also the goal of forming relationships with other organizations.

Faculty and staff, on the other hand, look more to local media outlets such as The Post-Standard for their news. For this reason, it is imperative that the Society looks into working with off-campus, local publications. Finally, when it comes to alumni, we propose getting the Society’s message to them via national news publications whenever possible because many alumni don’t have access to local news outlets like The Post-Standard.

Objective #2: Increase campus impressions by 15% by June 2015.

Strategy: Create and distribute promotional materials throughout S.U.’s campus.

Tactics: 1. Design flyers and/or brochures describing the Society and its mission.2. Design flyers for any upcoming events on or near S.U.’s campus that students,

faulty and alumni may be interested in attending.a. Flyers can be hung in many academic buildings on campus, as well as in

dorms, dining halls and gyms. 3. Create promotional items like pens or magnets to hand out to campus members.

Explanation: Distributing promotional materials will ensure a greater awareness of the Society for New Music because it will increase exposure that students and faculty have to the organization. While some people may not read news stories, everyone walks through campus to get to class. Everyone would be exposed to the Society’s flyers, brochures, pens, etc. just by going about their everyday routines.

Objective #3: Increase on-campus relationships with five group organizations by June 2015.

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Strategy: Co-sponsor an event(s) with one or more on-campus groups.

Tactics: 1. Reach out to popular student organizations that may be interested in the Society

because of similar focus areas.a. Examples: A cappella groups, music clubs, University Union

2. Create a new event or offer to co-sponsor an event that would be mutually beneficial to both parties.

a. Ex: Open mic night at a local venue such as Funk ‘n Wafflesb. A group such as Otto Tunes (on-campus a cappella groups) could partner

with the Society.3. Reach out to student news organizations who may be interested in covering a co-

sponsored event.a. Examples: The Daily Orange, Citrus TV, Z89 radio station

4. Ensure optimal media coverage by utilizing both the student organization and the Society’s media connections.

a. Both student-run and local news outlets

Explanation: Co-sponsoring an event would allow members of both groups to acquire more awareness. Both groups could reach out to their own networks and encourage more students and campus members to attend. Such an event could be marketed and promoted to a much broader audience than if either of the groups held a solo event. The benefit to on-campus organizations is that if it has ideas for possible events but lacks the resources, the Society can co-sponsor and provide additional resources, such as expertise, money, or others. The benefit to the Society is the added exposure and awareness that such an event would bring.

These strategies will increase relationships with student groups that may have shared interests with the Society. Students who have shared interests with the Society may prove to be valuable resources if they continuously attend events and spread awareness of events to their own student and non-student networks. Student news outlets like The Daily Orange, Citrus TV, Z89 radio station, and others are also valuable resources. To increase relationships with these groups, the Society should periodically reach out to them with press releases, free press passes to events, news story ideas, interview opportunities and other points of interest.

Goal #2: Increase target publics’ engagement and involvement with the Society for New Music’s upcoming events and mission.

Objective #1: Increase the Society’s relationships with campus members by 15% by June 2015.

Strategy: Create a S.U. brand ambassador program to disseminate the Society’s messages and inform the student body of upcoming events.

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Tactics: 1. Hire and train S.U. students.

a. Could use interns b. Teach them to talk about the Society, its mission and any upcoming events

2. Create collateral materials for brand ambassadors to hand out.3. Connect with faculty members and on-campus organizations to set up times for

brand ambassadors to present.4. Brand ambassadors will present to classes and/or groups and answer any

questions that may arise.

Explanation: The Society can hire “brand ambassadors” or campus representatives whose responsibilities would include increasing student attendance and awareness of the Society’s events. Several brands and groups employ this method of having an active student spokesperson to create a large network on campus and improve student relationships. The Society can put listings on OrangeLink or reach out to the career centers of different schools in order to find interested students. The Society can offer students credit or letters of recommendation to encourage participation. Faculty members could benefit from this program too. Since there is already a faculty member on the board, the Society could use this connection to reach out to more faculty members. Emailing and handing out flyers to relevant faculty members (Bandier, VPA, Newhouse) would increase awareness and relationships on campus.

Objective #2: Increase student attendance by 15% by June 2015.

Strategies:1. Increase social media content revolving around the Society for New Music’s

events in relation to S.U.’s community.2. Utilize prior and existing new relationships with S.U. faculty members to create

extra-credit opportunities to increase student attendance at events.

Tactics: 1. Use existing Facebook and Twitter sites to highlight Society news happening on

or near S.U.’s campus.a. “Like” or “Follow” campus organizations (The Daily Orange, Jerk

magazine, Citrus TV, etc.). b. Engage with these organizations via social media, letting them know

what’s going on with the Society. c. Use hashtag like “#ClassicsAtCrouse” to bring light to all that the Society

does or can do for S.U. d. “Tag” or “mention” campus organizations in posts or tweets that may be

of interest to them.e. Create Facebook events and invite campus organizations to attend.

2. Implement an “extra credit program” with some faculty members.a. Faculty members could incentivize students to attend events by offering

extra credit in their class.b. In return, faculty members can be rewarded with a family pack of tickets

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to the event.

Explanation: Social media is an important tool that can be used to increase attendance at events. Many campus members are active on social media sites, most commonly Facebook and twitter. Heavily utilizing the Society’s existing social media sites would be a good way to reach various audiences. Messages and events could be shared often and audiences would have a chance to interact with the Society. In terms of creating Facebook “events,” the Society should take advantage of the accessibility of social media and create events that people will be reminded of constantly. Connecting with relevant student organizations and campus leaders via social media is yet another way that the Society can increase awareness and build useful relationships with campus members.

A very direct way of increasing student attendance at events is the extra credit program. If faculty members were willing to give extra credit to students who attend the Society’s events, many students would go. The Society could offer family packs of tickets to any professor who got a certain number of his or her students to go. In this system, both student and faculty attendance would increase at the Society’s events.

Objective #3: Increase off-campus alumni awareness of the Society for New Music by 10% by June 2015.

Strategy: Create unique content to be sent to alumni via Syracuse University’s alumni listserv.

Tactics: 1. Create unique content to be published on listservs.

a. Short blurbs highlighting Society for New Music events happening on or near S.U.’s campus.

b. Encourage people to “like” the Facebook page and “follow” them on Twitter to stay informed about latest events.

2. Send content to managers of various schools’ listservs to be sent out.a. Newhouse, VPA and others all have individual alumni listservs.b. Syracuse University as a whole also has a listserv.

3. Send content to various fraternal organizations on campus to have content be put on their listservs.

Explanation: Alumni are quite passionate about their Alma matter and if their home college sends them information, they will most likely read it. Even if they don’t take action by attending an event or engaging with the Society on social media, they will at least be exposed to the Society and have a better idea of what its mission is. Much like the rapport between alumni and their Alma matter, members of fraternal organizations typically pay attention and respond to listserv information with action. Listservs are an effective tool for reaching vast numbers of Syracuse University alumni and will definitely increase awareness.

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MessagingCampaign Name: The Classics at Crouse

Goal #1: Create a general awareness of the Society for New Music among the Syracuse University undergraduate students, graduate students, faculty and alumni.

Objective #1: Increase media awareness by 15% by June 2015.

Target Audience: Students (student-run publications)

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Key Messages: a. Have you ever heard of the Society for New Music? b. The Society for New Music is a nonprofit organization dedicated to the

prolongation of classical music. c. They not only focus on traditional classical music, but also work with all types

of classical composers to create innovative and groundbreaking new musical styles.

d. Many students would be interested to know that the organization hosts concert series during the school year on or near S.U.’s campus.

e. This event is free for all S.U. students. f. These shows can expose students to new types of music that they may have

never heard before. g. Pulitzer Prize winning composers and artists will be in attendance and this

will be a great opportunity for students interested in the arts to meet industry professionals.

Pretest: Work with leaders of student publications to find out their opinions (if any) of the Society for New Music. Research which ones have the highest readership.

Target Audience: Faculty (local publications) Key Messages:

a. Did you know that the Society for New Music has an affiliation with Syracuse University?

b. This nonprofit organization is dedicated to the prolongation of classical music. c. The organization hosts an abundance of events throughout the Central New

York area, some of which take place on Syracuse University’s campus. d. Redeemed Pulitzer Prize winning composers and artists often are the

headliners at these events, coming from all over the world to perform right in our own backyard.

e. Additionally, many Syracuse University affiliates are involved with the Society, as the organization is always open to collaborating with outside groups to further their goals.

f. Syracuse University students and faculty can attend events on campus free with their Syracuse I.D.

Pretest: Speak with a current student at S.U. interning at Syracuse.com to find the best way to reach readers in the area. Invite Syracuse.com writers together to hear their thoughts on the Society.

Target Audience: Alumni (national publications) Key Messages:

a. The Society for New Music is a small, nonprofit organization located in Syracuse, New York, but they pack a big punch.

b. They aim to preserve the art of classical composing while invigorating the art with innovative musical techniques.

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c. The organization operates with only 50 volunteers and is constantly making collaborative efforts with surrounding groups to further their mission.

d. Nationally recognized musical artists including Pulitzer Prize winners flock to Central New York to work with this extraordinary group.

e. Syracuse University and its affiliates are often involved in these partnerships. f. They hold a variety of live music events in the Central New York area. g. Events are aimed to promote classical music in a modern society.

Pretest: Research where articles about the Society for New Music have been published before and how people have reacted to them.

Objective #2: Increase campus impressions by 15% by June 2015.

Target Audience: Students and Faculty * Key Messages:

a. Are you interested in the arts? b. What are you doing on ________ (insert date of upcoming event here)?c. In collaboration with the Society for New Music, Syracuse University is

excited to present __________ (name of event)!d. The afternoon/evening will include musical performances by Pulitzer Prize

winning artists. e. The show will take place __________ (where the show will take place).f. Syracuse students and faculty can attend for free with a Syracuse University

I.D. g. This event will provide an opportunity to broaden your horizons and network

with music industry professionals.

Pretest: Hold a focus group with 10-15 students asking them what it would take to go to a show and what activities would prevent them from going.

* Student and faculty messaging for increasing campus impressions cannot be differentiated.

** Key messaging for alumni is not included in this objective, as alumni would not benefit from campus signage.

Objective #3: Increase on-campus relationships with five group organizations by June 2015.

Target Audience: Students* Key Messages:

a. Is your organization open to collaborative work?b. The Society for New Music, a nonprofit organization dedicated to the

prolongation of classical music, has a strong relationship with Syracuse University.

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c. The Society would like to get involved further with campus organizations like your own.

d. They have done everything from working with inner-city school music programs to hosting showcase events for Pulitzer Prize winning composers.

e. They are always looking for new, young talent and innovative ways to promote classical music.

f. If the Society for New Music were able to collaborate with your group, we could utilize our connections to local media outlets to bring publicity to this joint venture.

g. The Society can connect student organizations with renowned musical artists as well as make introductions and offer networking opportunities.

h. If you think your organization would benefit from working with The Society for New Music, please contact _________.

Pretest: Speak at five relevant club (a cappella, drama, music, etc.…) meetings about the Society and their work and gauge clubs’ interest.

* Faculty and alumni were excluded from messaging under this objective’s umbrella due to their lack of direct involvement with campus organizations.

GOAL #2: Increase targeted publics’ engagement and involvement with The Society for New Music’s upcoming events and mission.

Objective #1: Increase the Society for New Music's relationships with campus members by 15% by June 2015.

Target Audience: StudentsKey Messages: a. Did you hear about Syracuse University’s new partnership with The Society

for New Music?b. The organization is a nonprofit dedicated to the continuation and creation of

classical music. c. The Society has a plethora of different live events. d. Some of these events are held right here on S.U.’s campus, while others

explore different areas of CNY.e. If you are interested in classical music or the arts, live events such as these

would be great to attend! f. And it is free for Syracuse students!g. If you are not necessarily interested in the arts, the Society for New Music is

constantly pushing the status quo with new and innovative ways to showcase the classics in different ways to appeal to bigger audiences.

h. If you are interested you should come to the Society for New Music’s next event, ___________!

i. Hope to see you there!

Target Audience: Faculty Key Messages:

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a. Have you ever been exposed to the Society for New Music? b. It is a nonprofit organization that is dedicated to the continuing creation of

classical music. c. Along with numerous events that the group hosts all around the Central New

York region, they host some events here on S.U.’s campus.d. One such event is happening on _________, called _________. e. You don’t have to love Beethoven to enjoy one of the Society’s shows; they

are constantly using new and innovative techniques to create unique sounds.f. Faculty members are encouraged to attend the events and can go for free (yes,

free!) with a Syracuse University I.D.g. We have gotten feedback from other faculty members who are involved with

The Society who really enjoy going to the shows and supporting this nonprofit.

h. We hope to see you at the upcoming show!

Objective #2: Increase student attendance at events by 15% by June 2015

Target Audience: Faculty Key Messages:

a. Did you know that The Society for New Music has an affiliation with Syracuse University?

b. This nonprofit organization is dedicated to the prolongation of classical music.c. The organization hosts an abundance of events throughout the Central New

York area, some of which take place on Syracuse University’s campus.d. Syracuse University students and faculty can attend events on campus free

with their Syracuse I.D.e. Pulitzer Prize winning composers and artists will be in attendance and this

will be a great opportunity to meet industry professionals.f. Students are encouraged to attend the event in large numbers, and will often

do so if there is professor encouragement/incentives such as extra credit, bonus points, homework assignments and more.

g. The Society can offer faculty members a family pack of tickets to events if they get enough students to attend.

h. We hope to see you and your students at the next event!

Target Audience: Students Key Messages:

a. you ever heard of the Society for New Music?b. The Society for New Music is a nonprofit organization dedicated to the

prolongation of classical music.c. They not only focus on traditional classical music, but also work with all types

of composers to create innovative and groundbreaking new musical styles.d. The organization hosts concert series during the school year that take place at

easily accessible locations such as Hendricks Chapel. e. This event is free for all S.U. students with an S.U. I.D.

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f. Pulitzer Prize winning composers and artists will be in attendance and this will be a great opportunity for students interested in the arts to meet industry professionals.

g. Faculty members have also been contacted to encourage giving students who attend extra credit points.

Pretest: Ask 10 to 15 students/faculty members in a focus group their opinions on the extra credit programs and what they would want to know about it.

Objective #3: Increase off-campus alumni awareness for the Society for New Music by 10% by June 2015.

Target Audience: Alumi Key Messages:

a. No matter where you went after your time in Syracuse, your roots are in b. Central New York.c. The Society of New Music is a local organization that promotes the

prolongation of classical music. d. They work with all types of composers to create innovative and

groundbreaking new musical styles. e. They host a variety of events, many of which take place on or near Syracuse

University’s campus.f. The group engages with S.U. in many ways, including co-sponsoring events

with on-campus groups, implementing a brand ambassador program and working with faculty members to expose students to the wide realm of classical music.

g. Please like the Society for New Music on Facebook and follow us on Twitter to get the latest information about what this awesome group is doing.

Pretest: Speak to at least ten alumni about the best ways that Syracuse University reaches them.

BudgetGoal #1: Create a general awareness of the Society for New Music among the Syracuse University undergraduate students, graduate students, faculty and alumni.

Objective #1: Increase media awareness by 15% by June 2015.

Tactic:

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1. Pitch national, local and student-run publications via email and phone calls.

Subtotal for Goal #1:

Tactic Estimated Value Actual CostPitch national, local and student-run publications via email and phone calls

$525 $0

Email and phone pitching will be done by volunteers

Create and distribute promotional items throughout S.U.’s campus

$1,869.50 $532.50 - $1,632.50

If a volunteer creates the brochures, the only cost will be getting the promotional items produced ($532.50)

If the Society for New Music chooses to hire an outside agency to produce the products, the cost will be closer to $1,632.50

Co-sponsor event(s) with on-campus groups

$5,172.50 $2,442.50

If volunteers plan the event and create the necessary promotional items, the cost estimated cost of $5,172.50 would be greatly reduced.

Total Actual Cost for Goal #1 = $2,975 - $4,075

Goal #2: Increase targeted publics’ engagement and involvement with the Society for New Music’s upcoming events and mission.

Objective #1: Increase the Society for New Music’s relationships with campus members by 15% by June 2015.

Tactic: 1. Hire and train S.U. brand ambassadors and disseminate promotional brochure.

Objective #2: Increase student attendance at events by 15% by June 2015.

Tactics:

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1. Increase social media content revolving around the Society for New Music’s events in relation to S.U.’s community.

2. Utilize prior and existing new relationships with S.U. faculty members to create extra-credit opportunities to increase student attendance at events.

Objective #3: Increase off-campus alumni awareness of the Society for New Music by 10% by June 2015.

Tactic:1. Create unique content to be sent to alumni via Syracuse University’s alumni

listserv.

Subtotal for Goal #2:

Tactic Estimated Value Actual CostHire and train S.U. brand ambassadors and disseminate promotional brochure

$4,898.50 $532.50

If the ambassador training is done by a volunteer and the ambassadors themselves are volunteers/interns, the only cost would be producing the brochure

Increase social media content revolving around the Society for New Music’s events in relation to S.U.’s community

$730 $0

If a volunteer creates the content and posts it, there will be no cost for using social media

Utilize prior and existing new relationships with S.U. faculty members to create extra-credit opportunities to increase student attendance at events

$1,066 $400 - $600

If volunteers reach out to faculty, the only cost would be giving faculty members family pack tickets as incentive.

Create unique content to be sent to alumni via Syracuse University’s alumni listserv

$466 $0

If volunteers complete this task, sending information to the S.U. listserv is free and thus there are no costs

Total Actual Cost for Goal #2 = $932.50 - $1,132.50

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Summary of Budget

Goal #1 $2,975 - $4,075

Goal #2 $932.50 - $1,132.50

TOTAL $3,907.50 - $5,207.50

Prioritization of Budget for Goal #1: Foremost, our main goal for the Society for New Music is to generate awareness. Before we are able to get too specific, we want to be able to have members of the Syracuse community know and understand who the Society for New Music is and what they offer to their surrounding community.

We understand that the Society for New Music may not be able to implement all of these strategies, so prioritizing certain objectives and their tactics can help see the bigger picture.

For goal one, the Society for New Music’s priority list should begin with pitching local and national media (Objective #1). The cost of a volunteer to pitch news outlets would be $0, compared to an in-house $525. This could help spread more word about the Society for New Music’s mission and upcoming events. By actively finding new angles and newsworthy content within the Society, more awareness could be gained within the Syracuse University community.

Secondly, to increase campus impressions around S.U.’s campus (Objective #2) will help brand recognition immensely. Although the end result could cost up to $525, if volunteers help disseminate the posters, the cost-benefit analysis would work in the Society for New Music’s favor. The key is to get the name out on campus enough so to spark interest and understanding.

What should be considered last, but not ignored is co-sponsoring an event (Objective #3). The cost, factoring in donations and volunteers is $2,442.50. Although pricey, co-sponsoring an event could help further generate awareness and gain some credibility and face time within Syracuse University’s surrounding area. This option could be used when the organization is financially able and they have gained recognition on campus through the first two objectives.

List of Prioritizing Objectives for BudgetGoal #1 Objective #1

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Objective #2

Objective #3

Prioritization for Goal #2: For the second goal, similar to pitching media outlets, the priority should go to revamping the Society for New Music’s media presence (Objective #2). As the Society for New Music is a nonprofit organization with a plethora of volunteers, this could be done at no charge. It is imperative for the Society for New Music to have an active and engaging presence online. Social media accounts are important to their brand perception. Social media also, free of charge; helps reach a vast majority of not only Syracuse affiliates, but crosses national and sometimes international borders. The same goes for sending unique email blasts to the S.U. alumni listserv. As long as the Society for New Music is in good ties with the university, the alumni relations network will gladly distribute an e-blast to alumni. This would be free of charge if a volunteer created and sent out the e-blast. The blast itself would help reach a broader alumni network throughout not only New York, but the entire United States.

The brand ambassador program we believe to be a very integral part of our campaign (Objective #1). The presence of these ambassadors creates a constant buzz and conversation around the Society for New Music. We believe adding this into the Society for New Music’s budget could drastically benefit the organization’s image in Syracuse.

Extra credit programming would increase attendance at events significantly (Objective #3). If volunteers give our their time and faculty members of Syracuse University are receptive, a kind incentive of a family pack of tickets to a the Society for New Music upcoming show could be worthwhile for the integration of the Society’s events into academic curriculum. Increased attendance drives for a higher demand, which then helps form brand recognition and positive perception.

List of Prioritizing Objectives for BudgetGoal #2 Objective #2

Tactic #1Tactic #2

Objective #1

Objective #3

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Timeline

Goal #1: Create a general awareness of The Society for New Music among the Syracuse University undergraduate and graduate students, faculty, and alumni

Objective #1: Increase Media Impressions by 15%

Pitch national, local, and student run publications: 1/19/15 – 2/16/15 

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Objective #2: Increase Campus Impressions by 15%

Create and distribute promotional materials throughout S.U.'s campus: 2/16/15 –3/18/15

 Objective #3: Establish relationships with 5 SU organizations

Co-sponsor an event with an on-campus group: 3/18/15 – 4/02/15 

Goal #2: Increase targeted publics engagement and involvement with The Society for New Music's events and mission Objective #1: Increase Society's relationship with Campus Members by 15%

Hire and train S.U. Brand Ambassadors: 01/01/15 – 01/30/15 Objective #2: Increase student attendance at Society events by 15%

Increase social media presence leading up to the event: 04/01/15 – 04/15/15 Objective #3: Increase off-campus alumni awareness by 15%

Create unique content to send to alumni over S.U. alumni listserv: 05/01/15 – 05/29/15

EvaluationThe tactics and objectives pertaining to each goal will be separately examined to determine the success of the Society for New Music‘s campaign. This evaluation will help us conclude whether or not our tactics were successful for the campaign.

Goal #1: Create a general awareness of the Society for New Music among the Syracuse University undergraduate students, graduate students, faculty and alumni.

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Objective #1: The first of objective in our campaign is to increase media awareness for the Society for New Music by 15% by June 2015. To facilitate this, we will pitch to national, local and student run publications about the implementation of a media outreach campaign. We will reach out to on-campus publications such as The Daily Orange and Jerk magazine. Each of its members will issue press releases about the Society for New Music, conduct and publish interviews with its Board of Directors and report on events from an exclusive backstage access perspective. We will also contact local media outlets such as The Post-Standard, to whom we will send press releases and attempt to schedule interviews with local reporters. Finally we will disseminate press releases and email pitches to national media outlets when an event for the Society for New Music is large enough to warrant national attention.

In order to analyze this objective, it will be important to track any coverage the Society garners. We understand that many publications such as The Daily Orange and Syracuse’s The Post-Standard have a wide readership of students, faculty and even alumni. Before the pitches have been sent out to the chosen publications, we will analyze the state of media awareness surrounding the Society for New Music. Essentially, the quality and quantity of any mention of the Society will be recorded. After the initial pitches have been sent out to the publications, tracking the length and quality of any coverage received will be an effective method of evaluation. A week after the June 2015 deadline, we will compare the quality and quantity of coverage before the pitches were sent and after they were sent. An increase of 15% or more will render the objective successful.

Objective #2: The second objective in our campaign is to increase campus impressions by 15% by June 2015. In order to execute this, we will create and distribute promotional materials throughout Syracuse University’s campus. We will design flyers and/or brochures describing the Society and its mission and create additional posters for any upcoming events on or near S.U.’s campus, which students, faculty and alumni may be interested in attending. We will place these flyers/brochures/posters in academic buildings on campus, as well as in dorms, dining halls and gyms and create other promotional merchandise such as pens or magnets to hand out to campus members.

Impressions are important when desiring an increase in awareness. Before the promotional materials are distributed throughout S.U.’s campus and placed in key student and faculty congregation areas, a survey will be sent out for students and others on the S.U. campus to complete, gauging their awareness of the Society. A week after the June 2015 deadline, a follow-up survey will be issued. Because the tactic utilizes promotional material, questions about the impact of this tool will be included. The results will be compared in order to judge whether an increase of 15% was achieved or not.

Objective #3: The third objective in our campaign is to increase on-campus relationships with five group organizations by June 2015. The most effective way to carry this out is for the Society to co-sponsor an event(s) with one or more on-campus organizations. We will reach out to popular student organizations that may be interested in the Society because of similar focus areas such as a cappella groups, music clubs and University Union, a student-run entertainment organization. An open mic night at a local venue such

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as Funk ‘n Waffles would be mutually beneficial to both parties if the Society co-sponsored such an event. We would also reach out to student news organizations that may be interested in covering a co-sponsored event such as The Daily Orange, Citrus TV and Z89 radio station. In order to ensure optimal media coverage, we would utilize both the student run organization and the Society’s media connections.

This objective and corresponding tactic rely on successfully planning and implementing co-sponsored events with selected groups. The success of this objective is based on whether events were eventually implemented and the accomplishment of said events in terms of size of audience and press coverage. If events involving at least five groups are implemented successfully, then the objective of increasing relationships will be achieved. The Society does not have to co-sponsor five separate events. Instead, including as many groups into one event would be preferable, so as to include the networks of each group and ensure its success.

Goal #2: Increase targeted publics’ engagement and involvement with the Society for New Music’s upcoming events and mission.

Objective #1: The first objective for our second goal of our campaign is to increase the Society for New Music’s relationships with campus members by 15% by June 2015. We have found that an incredibly effective way to get one’s brand known amongst college students is through a brand ambassador program. The Society for New Music will hand select brand ambassadors from Syracuse University’s music department and train them over a fixed period of time, giving them tasks and having them disseminate promotional brochures for the organization.

The Society for New Music will select approximately ten to fifteen students to represent their organization in the beginning of the Spring 2015 semester. During the first week of classes, said students will tell their respective classes about the Society for New Music, how to get involved in potential performance opportunities and how to become involved with the organization from an administrative perspective. Additionally, there are a number of professors who are involved in the music industry who are not necessarily professors in the music department, who would benefit from hearing their students speak and from receiving promotional merchandise.

We will be able to evaluate the success of this objective through the number of students who become brand ambassadors as well as greater university student involvement in the organization after the brand ambassador program implementation. Furthermore, if more professors start attending Society for New Music events we can attribute this success to the Brand Ambassador program as well as the dissemination of promotional brochures.

Objective #2: The next objective of our campaign is to increase student attendance at Society for New Music events by 15% by June 2015. We will be doing this by increasing the social media presence revolving around the Society for New Music’s events in relation to relevant members of Syracuse University’s community. We will also utilize

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prior, existing and new relationships with Syracuse University faculty members to create extra-credit opportunities to increase student attendance at events.

To analyze said objective, two weeks prior to a Society for New Music event, we will reach out specifically to music students at Syracuse University by inviting them to the company’s event via Facebook, at which point the students can “join” the event, thereby informing them of the event’s logistics. Additionally, by monitoring R.S.V.P.s to the event, one can analyze the level of interest potential attendees may have in actually going.

We will be able to account the achievement of this objective after an event takes place. We will analyze our ticket prices and determine via process of elimination how many student tickets were sold, thereby concluding how many students attended the event. Once the event is over, we will speak to student attendees among many others to obtain further knowledge pertaining to their opinions of the occasion. In order to truly garner an understanding of the event’s efficacy, we will issue a follow-up survey to the attendees.

Objective #3: Our final objective of this campaign is to increase off-campus alumni awareness of the Society for New Music by 10% by June 2015. In order to achieve this we will create unique content to send out to alumni via the Syracuse University Music Program’s listserv such as short blurbs highlighting the Society for New Music events happening on or near S.U.’s campus. We will also encourage people to “like” the Facebook page and “follow” them on twitter to stay informed about their latest events. Additionally we will send content to managers of various schools’ listservs to be sent out, such as the Newhouse and Visual Performing Arts School (VPA). Supplementary content will be sent to various fraternal organizations’ listservs as well.

We have found email blasts to be an effective marketing tool to inform publics about an event or organization especially when paired with an enticing subject line. Initially, we will send out an exploratory initial contact email to gauge the responsiveness of the S.U. community. Based off of that research, we will issue an email blast with an appropriate subject line to introduce alumni to the Society for New Music.

After having spoken to a number of music students and professors involved in the music industry, we have found that music lovers are keen on the idea of wanting to know more about an organization that prides itself on its encouragement for the new composition of music. We will be monitoring the Society for New Music’s media outlets to record alumni awareness.

By June 2015 we will evaluate the degree of success of increasing off-campus alumni awareness through the number of alumni that attend the performances, sign up for organization’s personal listserv or become involved in the organization by either donating or performing at events.

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Appendix

Sample Tweets:

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10/30/14 SocietyForNewMusic @cnynewmusic: “Cannot wait to showcase Sound Perspectives, East and West at the beautiful @SyracuseU campus this Sunday! SU students and faculty are free!”

10/31/14 SocietyForNewMusic @cnynewmusic:“ A Happy Halloween to all & a Happy Birthday to Illinois Jacquet, a great R&B Jazz saxophonist who would be turning 94 today! #HappyHalloween”

11/1/14 SocietyForNewMusic @cnynewmusic: “Excited for Sound Perspectives East and West? RT if you already have your ticket! If not: http://www.societyfornewmusic.org/concerts.cfm click here for tickets!”

11/2/14 SocietyForNewMusic @cnynewmusic: “Even though it’s snowing, the show must go on! See you today at 3pm at @SyracuseU Hendrick’s Chapel [Insert picture of Hendrick’s Chapel with snow falling]”

11/2/14 SocietyForNewMusic @cnynewmusic: “We want to thank everyone who came out tonight for Sound Perspectives, East and West! Check out our website for more concerts coming up! http://www.societyfornewmusic.org/concerts.cfm”

Facebook Page:

10/30/14: Push out the event page to as many people as possible on Facebook

10/31/14 Happy Halloween to all! [Post Youtube link to Saint-Saens: Danse Macabre (a spooky Halloween classical piece)]

11/2/14: Don't let the snow stop you! Come one, come all to Hendricks Chapel at Syracuse University this afternoon to get a taste of global sound as The Society for New Music presents: Sound Perspectives, East and West! Tickets are $15 at the door. Free entry for all SU faculty and students. Can’t wait to see you there!

First draft of email pitch to local news outlets:

Subject: New and noteworthy event on SU’s campus and in CNYBody:

Dear [media contact for publication],

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My name is [PR contact] and I am writing to tell you of an exciting new event coming to Central New York and Syracuse University’s campus. This event will attract a large variety of attendees, and it is something your readers will be very interested in!

The Society for New Music is a nonprofit organization dedicated to the spread and creation of music in Central New York from a variety of genres. They not only focus on traditional classical music, but also work with all types of classical composers to create innovative and groundbreaking new musical styles. No matter your age or occupation, the Society is interested in promoting whichever musical genre you prefer. Such a broad range of events is likely to interest anyone and everyone in the community- making it a must-be-covered organization for your publication!

Did you know that the Society has an affiliation with Syracuse University? The organization hosts concert series during the school year, as well an abundance of events throughout the Central New York area, with esteemed Pulitzer Prize winning composers and artists often headlining. One such event is the Sound Perspectives East & West musical event that is taking place 7 pm, November 2nd at Hendricks Chapel on SU’s campus.

This interactive event is a must-see performance for students, families, professionals… basically anyone in the CNY area who is a music fan! I am reaching out to you with free press passes, interview opportunities, story ideas, or any other resources you may desire from the Society’s end. If this is something you are interested in covering, or if you would like any more information, please do not hesitate to contact me!

Thank you for your time, and I hope to hear from you soon!

Best regards,

[PR contact info]

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Alumni Listserv Email:

Hello Syracuse Alumni,

With graduates all across the country and the world we understand that summer is a time to be at home. Having been a member of the Syracuse community we know each and every one of you considered Syracuse and Central New York home for a period of time and know you all still hold onto a piece of that home. This is why we reach out to today to bring you back a little slice of this home.

Syracuse University has recently partnered with The Society for New Music, a Central New York non-profit, who act as a catalyst for the continued growth of the CNY musical community. This is an exciting partnership for the university as many students, faculty, and staff have jumped on board to help. Now, we would like you all, the alumni, to get involved!

With a number of summer shows featuring Pulitzer Prize winning composers, we encourage all alumni to travel back home this summer to go out to see the show and support the arts you came to know and love in your time as a student. Attached to this email is the summer performance schedule and below you will find a link to The Society for New Music’s website.

Best,

The Alumni News Network

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Sample Email:

Hello Music Lovers!

We wanted to take a moment to wish you all a Happy Holidays! Next up in our repertoire will be our holiday performances and you don’t want to miss out!

We invite you all to attend our performances during this holiday season:

• Nov. 2nd: Sound Perspectives, East and WestHendricks Chapel, Syracuse University Campus$15 general, $12 students/seniors, $30 familySU students & faculty free with SU ID

• Nov. 7th: Zhou Tian Clarinet Quintent (Pulitzer winner)The Landmark Theatre, Syracuse, NY$30 general, $20 students/seniors

• Nov. 20th: Vision of SoundSt. Paul’s Cathedral, 310 Montgomery St., Syracuse$15 general, $12 students/seniors, $30 family, 12 &under free

• Dec. 13th: World MusicOCC Recital Hall, Onondaga Community College, Syracuse$15 general, $12 students/seniors, $30 family, 12 & under free

• Dec. 20th: 21st Century Prize WinnersHosmer Auditorium, Everson Museum, Syracuse$15 general, $12 students/seniors, $30 family, 12 & under free

We hope to see you all there! Kind Regards,

The Society For New Music

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Brand Ambassador Brochure:

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Poster:

The Society for New Music is pleased to present…

Sound Perspectives East & West

In conjunction with Syracuse University

Join us for a night of Pulitzer Prize winning musical performances

Where: Hendricks Chapel, S.U. campus When: 3:00 p.m. on November 2nd Price: free for students and faculty with

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