Publicity and Community Outreach

Opportunities for the Conway

Symphony Orchestra: A Feasibility
Report
By Jordan Pennington

For review by the

Conway Symphony Board of Directors

Publicity and Community Outreach Opportunities for the Conway

Symphony Orchestra: A Feasibility Report
by JORDAN PENNINGTON
Executive Summary As a nonprofit arts organization the Conway Symphony Orchestra has
proven its dedication to making a positive impact in the community of Conway. It is from this
solid foundation that we are looking to build new publicity and educational outreach strategies
that can augment programs already implemented by the organization.
In terms of publicity, targeted advertising on Facebook is an attractive option for the CSO. For
very little money the orchestra can increase traffic to their official Facebook page (and in turn
the orchestra itself) by purchasing ads that will be seen by Arkansas-area Facebook users with
interests related to classical music.
By applying for an Art Works grant funded by the National Endowment for the Arts, the Conway
Symphony will be able to obtain funds that can be used to better address the arts-related needs
of the community. Such a significant endeavor can generate lots of good publicity for an
organization which can lead to greater financial support from the community.
Finally, the implementation of open rehearsals as an educational outreach program would bring
in money for the Conway Symphony and could be utilized as a recruitment tool for prospective
University of Central Arkansas students with an orchestral background.

I. The Current State of Publicity and Outreach

Before addressing the publicity and outreach proposals its necessary to evaluate the current
state of these in the Conway Symphony. Overall, the organizations current model is
undoubtedly effectivethere is heavy emphasis on reaching out to segments of the
communitys population that do not necessarily fit the typical orchestra patron demographic.
The CSO also demonstrates a strong commitment to community involvement. However, there
are easy opportunities do even more that the Conway Symphony is missing out on which this
proposal hopes to address.

Manuscript received April 1, 2013.

J. Pennington is with the Conway Symphony Orchestra Guild, Conway AR-72034
(email: jordanpennington@gmail.com).

A. Facebook
The CSO has an official Facebook page [1] thats run by the Conway Symphony General
Manager, Vicki Crockett. The pages posts are normally news stories or announcements about
music-related items and events in the Conway and Little Rock area. In the week leading up to a
concert, there are normally one or more posts advertising it and a Facebook event page created
for it. Its especially important to note that while the CSO Facebook page usually receives less
than ten new likes every week the number of users interacting with the page or discussing
the page on their own Facebook timeline remains consistently higher.
55
50
45
40
35
Facebook Users Interacting
with CSO Page

30
25

New fans of CSO Page

20
15
10
5
0
2/8-2/14

2/15-2/21 2/22-2/28

3/1-3/7

3/7-3/13

Figure 1. Comparing number of CSO Facebook likes to people interacting with the page [2]

B. Radio and Television Advertising

Radio ads are another common way that the Conway Symphony uses to get the word out about
concertsthese are normally aired on KLRE 90.5 FM (the University of Arkansas at Little Rocks
classical music station) and KUCA 91.3 FM (the official radio station of the University of Central
Arkansas).
CSO Conductor, Israel Getzov, will often appear on local news stations morning or midday
broadcasts to promote upcoming concerts.
C. UCA Email
Students at the University of Central Arkansas receive advertisements in their school email
account for Conway Symphony performances in the weeks leading up to them.

D. Specialty Concerts
The Conway Symphony realizes that it is part of a diverse community, and as such performs
music in a wide range of genres that appeal to large groups of people.
1) Childrens Concerts: Each spring, the orchestra plays a childrens concert. These
performances are normally shorter than a regular concert and contain music that appeals to
children, such as Prokofievs Peter and the Wolf or Ravels Mother Goose. The conductor
generally takes a more interactive role with the audience in these concerts, and sometimes
non-musical elements, like dancers or actors, are incorporated. Activities for the children
precede and follow the musical portion of the concert. These include craft-making and an
instrument petting zoo where children are given the opportunity to try out different
orchestral instruments.
2) Christmas Concerts: The CSOs annual Christmas concert takes place in late November or
early December. The orchestra performs a wide range of Christmas standards and singers are
often incorporated as well. The second half of the performance includes selections from
Tchaikovskys Nutcracker, and the orchestra is accompanied onstage by ballet dancers.
3) World Concerts: Several times in the past the Conway Symphony has performed music
from around the world that would be considered outside of the traditional classical music
canon. In the current 2012-2013 season the orchestra gave a concert focused on Latin
American music and composers.
4) Free Concerts: The Conway Symphony opens every season with a free concert in Simon
Park. The orchestra plays selections from each of that seasons concerts in an attempt to
generate more interest in the paid performances.
E. Artist Residencies
Each year the orchestra normally brings in at least one artist in residence, and these include a
wide range of composers, performers, conductors and ensembles. Artist duties range from
performing concerts to giving lectures and private lessons. In the current 2012-2013 season the
CSO brought in award-winning pianist, Jue Wang [3].

II. Facebook Advertising

Facebooks targeted advertising has become easier than ever and because of this and the
inexpensive nature of the advertising it would be a good fit for an organization like the Conway
Symphony.
A) How It Works
The first step in creating a Facebook ad is determining what is going to be advertised
Facebook has the option of promoting pages, events or even external URLs [4]. Since the CSO
website is updated less frequently than its Facebook page, it would make the most sense in this
context to focus on advertising for the official CSO Facebook page.
1) Defining a Goal: To set up an ad campaign its goals must be defined.
a) Increasing page likes: For a Facebook page, users have the option of choosing a
campaign that will increase the pages likes [4].
b) Promoting particular posts: Users also have the option of creating a campaign that will
promote page posts, which will make users who have already liked a page more likely to see
its posts [4].
2) Defining a Goal (contd): Since the Conway Symphony page already has a high level of
engagement from its fans but a relatively slow increase in total number of fans, it would be
most beneficial for the orchestra to choose a campaign that was focused on increasing the page
likes.
3) Setting Audience Parameters: Next, the user must set up audience parameters. Since the
goal is to get the ad in front of people most likely to have a positive response its important to
make useful demographic decisions. Facebook allows you to filter out users based on age,
location, interests, education and connections with other Facebook users [4]. However, for the
CSOs purposes, using interests and location will suffice. By specifying that the ad should only
target Arkansas residents with interests related to classical music it is able to reach users most
likely to be interested in the Conway Symphony and able to attend performances.

Figure 2. Clasical music interests among Arkansas Facebook users

4) Formatting the Ad: Each ad must have both title and body sections, although if a Facebook
page is being promoted the ad title will automatically be the page name. The body section must
not be longer than 90 characters [4].
B. Cost
1) Pricing Model: One of the most appealing aspects of Facebooks advertising model is the
pricing. Users have the option of paying by the number of people who view the ad or by the
number of people who click on the ad. Facebook recommends paying per views for ads relating
to Facebook pages, and that is the method being suggested in this report [4].
2) Setting a Budget: Next, users can set a predetermined budget for their ad campaign, and
because of this, no unexpected costs are incurred. Users have the option of paying one lump
sum for the entirety of the ads run or paying a set amount each day [4].
3) Duration of Advertising Campaign: Since Facebook advertising would be a new experience
for the Conway Symphony it is recommended that the first ad be purchased for a set amount of
timeone year. After that year, the ad could be renewed if it has been shown to truly increase
publicity. If the CSO set a budget of $365 for that one year campaign, the ad would reach 5,550
targeted users daily. This means that in about eight days all 40,880 Facebook users from
Arkansas with interests related to classical music would have seen the ad. However, it must be
noted that not every user will respond to or even notice each ad Facebook suggests, but by
making the campaign yearlong someone within the targeted demographic is about fifty-two
times more likely to see it than if the ad only ran for eight days.

C. Benefits to the Conway Symphony

An advertising plan like this is a good fit for the Conway Symphony for several reasons. One,
this is a plan that focuses on generating more overall page likes instead of promoting specific
posts by the page. Fig. 1 showed that the CSOs Facebook page struggles more with gaining fans
as opposed struggling with getting those users to interact with the page once theyre there.
Secondly, exposure on social media websites translates into real-world publicity. Advertising
campaigns in places like Facebook have become so successful and ubiquitous that companies
routinely hire people just to manage their social media presence. While that may not be the
best choice for the Conway Symphony, theres no reason the organization cant implement
small things related to social media, like Facebook advertising.

III. NEA Art Works Grant

A. Grant Overview
Applying for a National Endowment for the Arts grant is arguably the most involved proposal
being made; however, the process is very straightforward and easy to understand.
1) Philosophy: Each year, the NEA offers a limited number of grants (known specifically as Art
Works grants) to arts organizations. These grants can be used for a number of different types of
things; however, there are general guidelines for what kinds are most likely to be supported.
Firstly, projects should have the potential to develop or enhance new or existing art forms,
new approaches to the creation or presentation of art, or new ways of engaging the public with
art. Likewise, projects should contribute distinctive, new insights into the particular field of art
and pave the way for even more future insight [5].
2) Funding: Art Works grants range in funding from $10,000 to $100,000; although, the
application website has indicated that in the past few years most grants have been $25,000 or
less [5].
3) Categories: Within these guidelines projects must fall into one of four categories: creation
(the creation of art that meets the highest standards of excellence), engagement (public
engagement with diverse and excellent art), learning (lifelong learning in the arts) or
livability (the strengthening of communities through the arts) [5].

Figure 3. Examples of projects from each Art Works category

4) Choosing a Category: A grant like this has the potential to generate many different
publicity-building projects for the Conway Symphony; however, the best fit would be one
focusing on the creation aspect. Project suggestions for this subset include commissioning
works, hosting artist residencies, and creating art focuses on contemporary practices and
technologies.
5) Creation Requirements: Most broadly, all Art Works grant applications are judged on the
artistic excellence and artistic merit of the proposal. In terms of a creation-based project this
would mean that the artwork meets the highest standards of excellence, is innovative in its
field, is inclusive of individuals from all different backgrounds of the community, and has the
potential to impact the artist, their field and community [6].
B. The Application Process
Applications are first reviewed by a panel, and its determined if the grant is feasible within the
Endowments budget. After this, the proposal will go before the National Arts Council who will
make a recommendation and send it on to the chairperson of the National Endowment for the
Arts who will make the final decision on whether or not to fund it [7].

C. Tentative Proposal
1) Choosing a Composer: For a musical organization like the CSO, commissioning a new piece
and hosting the composer in a residency would have the potential to create publicity within the
community and possibly nationwide if the composer was especially reputable.

2) Mason Bates: Ideally, this would be Mason Bates. Bates is an up-and-coming composer
who focuses on integrating electronic music into more traditional settings, like an orchestra. 8
He has been commissioned to write these unique pieces before for orchestras like the Chicago
Symphony (Alternative Energy [9]) and the Youtube Symphony (Mothership [10]), and this
blending of electronic and acoustic sounds speaks perfectly to the Art Works goal of creating
music centered around contemporary technology.
D. Benefits to the Conway Symphony
Bringing in a musician of this magnitude would no doubt draw more people into a Conway
Symphony concert, especially fans of electronic music who might not normally attend a CSO
function, and on top of that the orchestra would have the privilege of performing a piece
written specifically for them. A project like this would also be good for an organization that has
such a dedication to performing in a diverse range of genres but doesnt necessarily have much
experience in terms of contemporary orchestral works or electronic music. Plus, having Bates as
an artist-in-residence to give composition lessons and talks would also help fulfill the Conway
Symphonys obligation to community outreach as well.

IV. Educational Outreach

Educational outreach programs can benefit an organization like the Conway Symphony in two
ways. Firstly, since the CSO is an arts-based nonprofit organization, educational programs fulfill
the organizations duty to enrich the community through art. Secondly, this giving back to the
community will generate positive publicity for the CSO which can lead to higher ticket sales and
donations.
A. Open Rehearsals
1) Overview: An orchestra with open dress rehearsals means that the group sells tickets to
the final practice session before a performance. This offers community members a backstage
look into how an orchestra rehearsal is run and the effort it takes to get a performance
together. Dress rehearsals are also a time when an orchestra may decide to do a straight runthrough of their music in preparation for doing so during the actual performance. This
combination of educational and performance aspects of open rehearsal along with the fact that
it costs the orchestra nothing makes this an attractive option. Nationwide, both big name [11]
and smaller-town orchestras [12] similar to the Conway Symphony have successfully
implemented this program.

B. Benefits to the Conway Symphony

1) Generating Income: The most exciting thing about open rehearsals is that it will bring in
money for the CSO. Tickets for these sessions would be set at three dollars. Although this
sounds like a modest fee, its important to choose a price that is affordable and attractive to
most community membersthe cheaper the ticket, the more likely people will want to attend.
Plus, these small numbers add up quickly. The Conway Symphony has six dress rehearsals a
season; if thirty people attend each one of these, the orchestra will raise over $500 a season.
For an organization running on a tight budget, even this much could help tremendously.

Potential Income from Open Rehearsals

(per season)
$2,000
$1,800
$1,600
$1,400
$1,200
$1,000
$800
$600
$400
$200
$0
30 Guests Per Rehearsal

40 Guests Per Rehearsal

50 Guests Per Rehearsal 100 Guests Per Rehearsal

Figure 4. Income estimates for open rehearsals

2) An Affordable Alternative: Open rehearsals are also a great deal for community members.
Unfortunately, many Conway citizens simply cant afford tickets to CSO performances.
However, by opening up rehearsals where the orchestra routinely plays a run-through of their
music, community members with financial burdens are given an affordable alternative to
regular performances. In a world where classical music is often labeled elitist or upper class
its important that the Conway Symphony portrays itself as an organization thats looking to
reach out to all of Conways citizens and not just a wealthy subset.
3) A Recruitment Tool: While open rehearsals are something that the orchestra should offer
to the entire community, its especially important to target school-aged musicians in the area
because recruiting new members can lead to increased ticket sales as well. These potential
orchestra musicians bring with them parents, family and friends who want to buy tickets to see
their loved one perform. Since many local students will end up attending the University of
Central Arkansas and since the university supplies most of the musicians for the Conway

Symphony its important to get high school orchestra musicians interested in joining before
they get there. Unfortunately for many students, music education falls to the wayside when
they reach college because of scheduling conflicts or lack of interest. By getting them excited
about the Conway Symphony before they reach UCA the chances of them making orchestra a
priority increase.

V. Recommendation
Bluntly put, it is my recommendation that all three of these ideas be implemented, and there
are several reasons for this. Firstly is cost. While Facebook advertising will cost the organization
approximately $365 both the grant and open rehearsals will actually be bringing money into the
Conway Symphony, and as mentioned before, the money raised from open rehearsals could
potentially be used to offset the cost of the advertising. Secondly, there is a symbiotic link
between publicity and community service. As an organization increases its publicity, more
money begins to come inmoney that can be used to promote community outreach programs.
As these programs thrive and grow, word gets around that the organization is making
difference in the community, which leads to more good publicity, which starts the cycle all over
again.

Bibliography
[1] Conway Symphony Orchestra. Internet: https://www.facebook.com/pages/ConwaySymphony-Orchestra/194002546006 [March 18, 2013].
[2] Conway Symphony Orchestra Likes. Internet: https://www.facebook.com/pages/ConwaySymphony-Orchestra/194002546006?id=194002546006&sk=likes [March 18, 2013].
[3] Pianist Jue Wang to be in residence, perform with Conway SymphonyUCA News.
Internet: http://uca.edu/news/pianist-jue-wang-to-be-in-residence-perform-with-conwaysymphony/ [March 27, 2013].
[4] Creating an Ad or Sponsored Story. Internet:
https://www.facebook.com/help/326113794144384/ [March 19, 2013].
[5] NEA Grants for Arts Projects: Music: Art Works. Internet:
http://www.nea.gov/grants/apply/GAP14/MusicAW.html [March 23, 2013].
[6] Grants for Arts Project-Outcomes. Internet:
http://www.nea.gov/grants/apply/GAP14/Outcomes.html#creation [March 23, 2013].
[7] Grants for Arts Projects-Frequently Asked Questions. Internet:
http://www.nea.gov/grants/apply/GAP14/FAQs.html#applicationreview [March 23, 2013].
[8] Chicago Symphony Orchestra-About-Performers. Internet:
http://cso.org/about/performers/Performer.aspx?id=10208 [March 23, 2013].
[9] Alternative Energy by Chicago Symphony Composer Mason Bates. Internet:
http://www.youtube.com/watch?v=PcWRxTk-E24 [March 23, 2013].
[10] Mothership-Mason Bates. Internet: http://www.youtube.com/watch?v=PFh7LAFel4w
[March 20, 2013].
[11] BSO High School Open Rehearsals. Internet: http://www.bso.org/brands/bso/educationcommunity/schools-educators/bso-high-school-open-rehearsals.aspx [March 20, 2013].
[12] Open Dress Rehearsals. Internet: http://www.a2so.com/education/opendressrehearsals
[March 20, 2013].