What does the chorus want to achieve as a result of this project/event?

How will we attract the attention of our target audience and give a favorable impression of the chorus and of the project/event?

What resources will we need for the project/event and for the marketing campaign?

Once these questions have been answered you will be able to plan the marketing campaign and decide who? will do what? when?

Outcomes:
     Money
     Local exposure
     Increased chorus involvement      
     over previous years

Product:
     Innovative, romantic Valentine gift, consisting of:
        Love songs
        Single rose
        Small box of chocolates
        Greeting card

Strengths:
     Many good singers
     Large local community with high percentage middle and upper middle income families
     Sufficient seed money available from chorus funds
     Add two popular love songs to chorus repertoire
     Chorus can be performance ready in a short time
     Experience gained in previous years
     Give-aways (flowers, candy, etc.) easily obtainable
     Good organizers willing to take charge of project
     Receptive media contacts

Limitations:
     Low chorus participation in previous years
     Many members unavailable on weekdays
     Many members lack confidence for quartet singing
     Limited repertoire of love songs
     Low profile in community
     Previous Valentine projects focused in other communities
     Number of possible quartets limited by number of tenors in the chorus

Target Audience:
     Chorus members
     Business people
     Lovers/Couples
     General public
     College students

Strategies:
Sell the purpose of the campaign internally. (Use a demo quartet dressed in snappy costumes, stress the fun of the project, emphasize its income potential, note the appeal of the songs to be sung, emphasize how the project promotes quarteting.)

Tie the campaign to local and national statistics about Valentines Day (do research on the Internet or at the library) and seek publicity in targeted media, i.e., a newspaper feature, an appearance on local television, an appearance on radio or PSA about the campaign.

Use paid advertising in targeted media, i.e., newspaper and radio

Flier blitz - Place on cars in commuter lots, house-to-house delivery, health clubs, beauty salons and barbershops, college bulletin boards and bookstores.

Internet, school and corporate e-mail systems

Paid advertising in Arts Council and Chamber of Commerce publications, community theater playbills, etc.

In January, offer gratis quartet performances before women's service clubs, professional organizations, etc.

Plan to spread the project over at least two calendar days (depending on the day on which February 14 falls).

Resources Required:
People - to perform, create and distribute advertising materials, organize, schedule, drive.

Money - seed money for purchase of advertising materials and services, flowers, chocolates, etc.

Training - learning and rehearsing music, greeting customers, etc.