Kansas State Fiddling and Picking Championships Marketing Plan

Kansas State Fiddling and Picking Championships Marketing Plan

Kansas State Fiddling and Picking Championships Marketing Plan

January / Announce “Mark the Date” on all social media and email distribution
February-May /
  • Announce sponsors and performers as confirmed (All performers confirmed by Memorial Day)
  • In school programs
  • Presence at Folk Alliance in Kansas City

June /
  • First newsletter edition-distribute through email and website
  • Promotional materials at partner/referral events
  • Open online contestant registration
  • Social media promotion of performers and sponsors
  • Cross promotion with performers

July / Continue all efforts initiated in June +
  • Second newsletter edition
  • Posters and counter cards in music stores
  • Advertisements/articles in newsletters of membership organizations such as Kansas Bluegrass Association
  • Press releases out

August / Continue all previous efforts +
  • Third newsletter edition
  • Radio advertising
  • Radio interviews
  • Winners list released-include hometown papers of winners

September /
  • Follow bands and competitors to Winfield via social media

New or expanded in 2018

  • Online registration for contestants- This will encourage competitors traveling to the event that they are assured a position in the competition.
  • School programs to recruit youth competitors- Designed as a speakers bureau for music students, professional musicians visit classrooms to demonstrate traditional music and improvisationtechniques. Offered in the spring these serve to introduce the style to students and provide a practice goal for the summer months, increasing participation in the youth category.
  • Analytic tracking software for social media, email and website – Specific data on the results of our current marketing efforts will focus resources on the most effective methods. Embedded videos for training of judges and volunteers will increase use of the website and improve customer service. This data will also be shared with sponsors to inform them of the impact of their investment.
  • Targeted mailing and advertising – Marketing to referral sources including music stores, instructors and associations will make the best use of advertising dollars. A network in Kansas is well established. Expansion efforts will be focused on neighboring states. Contestants are more likely to travel, and bring their supporters, for a three day event. In addition to Kansas, contestants from the past three years have come from Missouri, Nebraska and Oklahoma
  • Guaranteed minimum pay for performers at Friday night venues – Assuring minimum pay attracts more experienced and well known musicians, increasing interest and attendance.