I need a 18 page paper written f based on a scenario

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You have been employed as a consultant by the Lynchburg Symphony Orchestra. The organization has been in existence for 35 years; but, despite its longevity, attendance is not always adequate to meet the LSO’s financial needs. Additional financial assistance comes from individual donors and local companies. This campaign will have one overriding objective: to improve community engagement in the LSO as evidenced by increased regular attendance at concerts and events.

One of the problems experienced by the organization is variance in attendance from one event to another. Some events, such as the annual holiday concert, draw a fairly good crowd. Other concerts have lower attendance. Another problem is that the LSO does not have a regular home. In some seasons, each concert is held at a different location. In other seasons, the LSO uses the same venue for all events. For example, during the 2017-2018 season, the LSO will use the auditorium of a local high school.

The LSO presently promotes its concerts and events through a few simple methods, such as posts on Facebook and information on the Lynchburg Tickets website. The organization also has its own website that provides pertinent information about the LSO and a list of concerts for the year. At present, the LSO features a four-concert season that begins in the summer and ends in mid- spring. The organization also has other events, including partnering with local organizations. In addition, LSO musicians periodically provide educational programs in schools.

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Explanation & Answer

Attached.

Running head: LYNCHBURG SYMPHONY ORCHESTRA

Title: Lynchburg Symphony Orchestra
Student's name:
Professor's name:
Course Title:
Date:

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LYNCHBURG SYMPHONY ORCHESTRA

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Lynchburg Symphony Orchestra
Introduction
Lynchburg Symphony Orchestra is considered to be one of the most cultural music
jewels in the region of Central Virginia. It is famed for giving its audience with classical music
of high quality in every music season. It was founded in the year 1983 and is made up of
instrumentalists. The musicians come from different backgrounds and cultures, but the love that
they have for music unites them. They work with the school music program of the city and even
give some school musicians the chance to play for the orchestra.
Though the orchestra plays good music, it faces some few problems which this paper will
try to find the solutions and give recommendations (Lynchburg Symphony Orchestra, 2018). The
tickets being sold do not meet the financial needs of the orchestra. The reason for this is because
there is a significant variance in the event attendance. Some events get very high attendance
while others get meager attendance (Lynchburg Symphony Orchestra, 2018). Another problem
that faces the orchestra is the lack of a regular home. Concerts are held in different locations.
To make the best out of small financial muscles that the orchestra has, some things
should be done. One of the most important things is advertising. Digital advertising is becoming
the best advertising form. More than 42% of the population is connected with social media, and
thus social media is one of the most efficient advertising means that the orchestra can use. The
shortcoming of social media is that we should look at our target market and choose the best
social media site that has a significant proportion of that audience. Another thing that can be
done is to use the volunteer services (Lynchburg Symphony Orchestra, 2018). Some members of
the board have experience in marketing, and we should use their services part-time as this will

LYNCHBURG SYMPHONY ORCHESTRA

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save us some costs. Another thing that we should focus on is engineering the music to not only
appeal to the older generation but to also appeal to the younger audiences whose population
proportion is higher (Lynchburg Symphony Orchestra, 2018). Another thing that needs to be
done is to rebrand. The new brand should incorporate the audience and the musicians. It should
make the musicians and the public to feel proud to be associated with the brand. They should
think that the brand is part of them and not just a form of gaining fame or getting entertained
(Lynchburg Symphony Orchestra, 2018).
Issue
The issues that are raised in this scenario must be tackled so that the Orchestra can
achieve its objectives and become the success that hopes to be. These issues are used to make the
best communication plan that will spur the orchestra to success. One of the problems that are
raised concerns the financial muscles of the organization (Lynchburg Symphony Orchestra,
2018). Another issue that should be considered is to use the marketing experience that the board
members have to the advantage of the orchestra.
A communication plan will help an organization to give a sharper focus on the message
that it wants to convey and also reach the target audience in the most effective way. It is used to
create awareness of a project or an issue. In our case we will use it to create awareness of the
musicians that the group has and what they offer that makes them unique and that will make the
audience to take their time to come to their concerts (Lynchburg Symphony Orchestra, 2018). A
communication plan is a process that is used to convey information and ideas. It is used to
convey the exact nature of your organization. Communication takes place in many forms which
include word of mouth, print media, press releases and also special events. Our goal for the

LYNCHBURG SYMPHONY ORCHESTRA

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communication plan is to make sure that as many people as possible receive the message and
also are convinced to attend the concerts.
A good communication plan considers several factors. One is the purpose of the plan
where in our case is to create awareness of the orchestra and what it does (Lynchburg Symphony
Orchestra, 2018). The audience should also be considered. In our case the orchestra has been
dealing with the older generation but our new communication plan will also try to reach the
younger generation who form the largest proportion of the population. Another point to consider
is the message to convey. In our case the message is to make the group known to the public and
give them information on our calendar that will ensure that they buy tickets to attend our
concerts. Another factor to consider is to make sure that the communication channel to use will
reach a wide audience (Lynchburg Symphony Orchestra, 2018). In our case we can use the
digital marketing. This is where we can use technology to market our shows. One of the most
used forms is the social media that is now used by a large portion of the world's population.
Social media sites like Facebook, Twitter, Instagram and YouTube are some of the most
accessed in the world (Van Bree, 2009). They can help us to reach our audience in a faster way.
Following the various issues that we have discussed, I think that the best strategy to use is
the integrated marketing communication. This is a strategy that will factor in the analysis of the
situation and then factor in both the budget and the objectives of the marketing (Van Bree, 2009).
The plan will help in making the best in promoting the brand to the audience and ensure that the
audience gets a standard message that will give it the most significant exposure possible.

LYNCHBURG SYMPHONY ORCHESTRA

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Target
The target audience is the intended population that the orchestra wants to market its
music and instrumentals. For the marketing strategy and the communication strategy to be
successful, the group should first understand the target market which will be the target audience.
The aged people especially those above the age of 35 years are the biggest group that listen to
classical music. This is because the music is slow paced. Most people in this age bracket have
more income to use that they use in paying for the concerts (Sigurjonsson, 2010). They also tend
to have more free time that they can use to attend the shows. This population is also more likely
to appreciate the culture that most likely nourishes them (Sigurjonsson, 2010). As they have
grown older, they feel that the favorite music is tiresome and have become tired of it thus they
are finding something more exciting and more rewarding about music. In classical music played
by the orchestras, they feel that it fulfills the desires that they yearn for in the music they want.
This group is a demo...


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