Team-White-Dublin-International-Piano

1 contents

3 executive summary 4 introducing the white team

daniel waugh

azaMAT UZHANGALIYEV

ROCHELLE FLETT 8 introduction 11 strategy + tactics

media contacts

evaluation of the website

general online scenario

Social media plan

sponsorship

45 evaulation

social media evaulations

sponsorship evaultions 46 final Remarks

2 executive summary

The Dublin International Piano Competition was established in 1988 with a profound belief in Ireland as the cultural hub of Europe. A triennial event where private benefactors now support the Dublin International Piano Competition the 2015 competition will run from May 15th to the 26th. Chaired by John O’Conor, who is also the Artistic Director, and adjudicated by distinguished members of the music profession from around the world, the Competition attracts an enormous international entry.

Two of the competition aims is to: provide an opportunity for young Irish pianists to participate in our international competition of the highest standard, and promote the performance of music through concerts that are not mainstream events. These are the core beliefs that should be publicised when actively engaging with the public and seeking sponsorship. Currently operating online with a Facebook page (friend page with approximately 500 friends), Twitter (with 319 followers and 226 tweets), YouTube channel (videos collecting approx. 20,000 views and over 1 million views) and a website.

As reaching fundraising goal for each competition is proving more and more difficult each year, the 2018 Competition is in jeopardy. The mission of the PR team will be to revitalize the classical piano competition by nurturing an intimate connection between the audience, publics, artists, sponsors and increasing an overall national profile. This will be done by: raising profile nationally, raising standard of social media presence, activity and personality, maintaining website and increase traffic, generating newsworthy material, getting greater public and corporate interest, garner attendance, financial support and sponsorship, press coverage every 3 month, encourage sponsorship from as many sources as possible.

Journalistic contacts will be made with a variety of press exposure from print, radio and broadcast with press releases, reviews, and profiles of competitors. Social media will be extended to a wide range of platforms and revived with creative and innovative methods and quantifiable goals to reach along with driving traffic towards the website. Ultimately, sponsorship will be a major push for the competition with cementing corporate sponsorship, incidental sponsorship, individual donations through Kickstarter and lending ownership to patrons. Cost savings will be mentioned from using the team as designers, photographers, and interns or resources from Dublin itself.

The Team are: Daniel Waugh, Azamat Uzhangaliyev and Rochelle Flett: all studying Public Relations in DIT. The team has a wealthy background in event management, social media, digital marketing, IT, public relations, working with the media, journalism, visual communication production and all have an interest in the world of the arts and music.

3 INTRODUCING THE WHITE TEAM 2014

MR MR MS DANIEL AZAMAT ROCHELLE WAUGH UZHANGALIYEV FLETT

4 INTRODUCING THE WHITE TEAM DANIEL WAUGH

About Me Surviving at the age of 23, I am a driven individual who strives for the best in any field of work I delve into. The arts and all things cultural in Ireland and entertaining are my key areas of interest along with event management. I am a musician turned public relations and live music promotion professional. I am a graduate of UCC with a first class honours degree in Applied Psychology, and shortlist candidate for UCC Graduate of the Year 2013 with a wealth of experience.

Experience

Currently Chairperson DIT Public Relations & Public Affairs Society where I am managing a committee of 15 in running events, creating budgets, social media management, and organising publicity while garnering sponsorship. Chief Culture Writer for the DIT Edition debating culture, reviewing live music and previews of exhibitions in Dublin. Currently article contributor for SpunOut.ie and former Entertainment Editor of Studenty. me

Acting as the New Media Manager & Graphic Designer for More To Explore where I create, design and man- age social media (Facebook, Twitter, LinkedIn, YouTube) and the website (moretoexplore.ie). Consulted on operating new media tools to the team as well as designed brochures and promotional materials. Interned as Productions & Visual Communications Assistant with festival and theatre company Roundhouse Produc- tions. I created press releases while assisted with the writing of their productions and organised photo-calls. I designed all promotional material while running social media.

Acted as Venue Manager at the Cork Opera House during the Cork Film Festival managing a team of volunteers to run and assisting with photo-calls with directors, actors, and patrons. Dealing with the influx of people before and after screenings, organising tickets at doors and making sure that each screening was run efficiently. Dealing with the public, working alongside the manager and festival director. Worked as Assistant Stage Manager at the Cork Opera House for the Cork Midsummer Festival managing volunteers behind the scenes. Assisting with the production and operations of performances and promotions during the festival.

Elected Public Relations & Media Officer on the UCC Societies Executive Board where I actively engaged with 18000 students promoting all society events (average of 90 a week). Ran some of the biggest events across Cork including Chairperson training, dozens of society balls including the largest event of the year, the UCC Clubs & Socs Ball. Gathered sponsorship, dealt with the media, managed social media and website and designed and wrote weekly newsletter on Newsweaver.

Sat as Chairperson of the award winning UCC Live Music Society and hosted the UCC Battle of the Bands over the course of 6 weeks making a profit of €700 and filled Cyprus Avenue’s maximum capacity. -De signed, edited and contributed to Music Magazine ‘Rebel Yell’ and gathered over €1000 in advertisement from local businesses. Nominated for sMedia Award for Best Publication in 2011. Event management was a weekly task from small social events to large-scale festivals. We won UCC Best Charity Event, and nominated for UCC Best Event, Best Online Presence and Best Promotions.

5 INTRODUCING THE WHITE TEAM AZAMAT UZHANGALIYEV

About Me The best of the best has just arrived in Dublin, yours truly, Azamat! My life is an experiment. I don’t use alcohol and cigarettes. Reading books and taking sports. I think that sport can replace medicine. I am kind, ambitious, resourceful and merciless. However, calm and confident. getting from life what I want to get. Surrounded on all sides by the most interesting people. In a constant process of self-learning and self-development.

Experience

I graduated from the Beijing University of Science and Technology in China, where I studied Information Management and Systems. During the study period I has always been active and goal-oriented, interested in gaining knowledge and serious about the given assignments. I am fluent in Russian, Kazakh, Chinese and English languages. In my spare time enjoy sports, boxing in particular. Took 1st place in the Beijing boxing competition in 2013.

Worked at the «VIP-A LTD» Kazakhstan, where developed system engineer skills.

In 2013, during the summer break, worked at Sinopec Engineering Kazakhstan as Assistant Translator of the Chinese to Russian languages. In college was involved in designing, manufacturing and selling university clothes.

In 2013, I was the Director of Shisha Bar, maximising the Hookah sales, which has developed a lot of poten- tial customers and revenues. I’m value knowledge a lot and I have initiative in getting things done. I have good communication skills and have a positive attitude towards people and work.

Awards and Honors:

• International Student Scholarship for 2012-2013 Academic Year, Beijing 2013;

• Third Prize in USTB’s Excellent International Student Scholarship for the 2011-2012 academic year, Beijing 2012.

6 INTRODUCING THE WHITE TEAM rochelle flett About Me Public Relations and digital marketing enthusiast! Professional, polished communication skills, fan of music, design lover with an addiction for green juices, raw living and a healthy lifestyle. My fashion design and sales background supports my love for blogging on relevant & interesting fashion, culture and lifestyle topics. My interests lay in improving my knowledge & strengthening my experience in the online world via Digital Public Relations & Marketing, Fashion E-Commerce, Social Media, Brand Management, Luxury Fashion Marketing, and Web Content Creation.

Experience

Worked as an Inbound Marketer for a digital marketing agency, Gaumina in Dublin, Ireland. My role as an Inbound Marketer included writing relevant and inspiring blog posts for digital marketing professionals. This involved writing on digital marketing topics such as: Email Marketing, In- bound Marketing, Mobile Marketing and creating relevant content.

I experienced a fast past work environment when I worked as the Communications and Account Manager for a women’s wear fashion brand, Style+Co, Melbourne, Australia. Managed STYLE+CO communications via developing strong consistent relationships with accounts and agents. Produced and managed seasonal reports; sales orders, client orders, best sellers, bad debtors and VIP customers and created competitor analysis of new styles, trends, colours and commer- cial product. Due to the nature of a small company, I often assisted the head designer with producing seasonal range books and look books, product development, fit meetings and samples.

I learnt how to perfect my communication and selling skills when I worked as a Wholesale Fashion Sales Agent, for a multi brand agency, called Condo Fashion Agency, Melbourne, Australia. I managed accounts, monitoring and servicing throughout the season (booking appoints/negotiate terms/ create orders and confirm orders). I maintained and built client relationships through experienced planning, developing the brands at strategic level and actively seeking new business opportunities. I organised and communicated successful efficient showings to clients, with strong inter-personal skills.

Awards and Honors: - Administrator for the Advanced Diploma Fashion Parade Fundraiser 2009 - Finalist in the Clariant Textiles, Fashion, Colour 18th International Symposium 2007 - Textile Institute Outstanding Student Award in recognition of excellence and innovation - L’Oreal Melbourne Fashion Festival volunteer dressing and ushering 2007 & 2008 - RMIT for Design Illustration Short Course June 2004

7 INTRODUCTION

WHO ARE THEY?

The Dublin International Piano Competition was established in 1988 as an idea between two friends with a passion for piano and a profound belief in Ireland as the cultural hub of Europe. A triennial event where private benefactors now support the Dublin International Piano Competition. The 2015 competition will run from May 15th to the 26th.

Since its foundation the Dublin Competition reputation has grown, and now ranks among the most important piano competitions in the world. It offers a generous prize fund, but perhaps the most important prize is the prestigious list of engagements secured for the winner. Chaired by John O’Conor, who is also the Artistic Director, and adjudicated by distinguished members of the music profession from around the world, the Competition attracts an enormous international entry.

The Competition has put Dublin on the classical music world map as far as every piano student in the world is concerned. To have been accepted as a competitor is a fantastic accomplishment for any young pianist. To actually win the Dublin International Piano Competition now heralds the beginning of a successful international career.

WHAT ARE THEIR AIMS?

• Provide an opportunity for young Irish pianists to participate in our international competition of the highest standard. • To bring to Dublin the world’s best young professional pianists; • Offer the contestants exposure to international agents and press under concert conditions and launch them on a successful professional performing career. • Present prizewinners recitals in major concert halls abroad e.g. Wigmore Hall, Carnegie Hall. • Broaden their career opportunities. • To negotiate with and obtain agents to assist the progress of their careers and to sponsor the making of recordings and the maintenance of their website profile to help them with the publicity essential to the progress of their careers; • To promote the cultural identity of Ireland abroad. • Generate a more widespread interest and awareness of the work of Irish composers by commissioning works and will be played in the semi-finals of the Competition. • Promote the performance of music through concerts that are not mainstream events.

These are the core beliefs that should be publicised when actively engaging with the public and seeking sponsorship.

8 INTRODUCTION

WHAT THEY DO?

During the past 25 years the competition has continued to grow not only as a competition, but also as a supporter of young Irish pianists by developing educational programmes. The organisation has recently begun to mentor young Irish pianists as young as 13 to prepare them for what is involved in becoming a world-class pianist if they wish to pursue that dream. Through the competition itself, the organisation’s aims are fulfilled every three years. The 2015 will be the 10th Dublin International Piano Competition in four rounds:

• The first two Preliminary Stages will be held in the Royal Dublin Society, from 15 to 21 May

• The Semi-Finals will be held on 23 & 24 May in the National Concert Hall, Dublin;

• The Final – concerto performances with the RTÉ National Symphony Orchestra of Ireland conducted by Alan Buribayev will be held on 26 May. All rounds will be recorded and live streamed on the website. The Semi-Finals & Final will be recorded by Radio Telefís Éireann.

HOW THEY DO IT?

Voluntary contributions of host families, drivers, volunteers for the day-to-day running of the competition, and the people who open up their homes to invite the competitors in to practice, or host the jury for supper. Sponsored for the first three competitions by GPA Group. In 1994, the sponsorship was taken over by Guardian Insurance and when AXA acquired the company in 1999 they also took over title sponsorship, which they sustained for 10 years. Support from partnership with RTE since the start. Through their radio and television programmes and online, the competition is brought to every corner of the island and internationally. The National Concert Hall, Steinway & Sons, governmental bodies, music schools and coverage from a variety of media channels lend their support also.

Currently operating online with a Facebook page (friend page with approximately 500 friends), Twitter (with 319 followers and 226 tweets), YouTube channel (videos collecting approx. 20,000 views and over 1 million views) and a website.

9 INTRODUCTION

WHAT ARE THE GOALS FOR THE FUTURE?

As reaching fundraising goal for each Competition is proving more and more difficult each year, the 2018 Competition is in jeopardy. The mission of the PR team will be to revitalize the classical piano competition by nurturing an intimate connection between the audience, publics, artists, sponsors and increasing an overall national profile.

Longer Term Goals: • Raise profile nationally • Raise standard of social media presence, activity and persona • Maintain website and increase traffic • More Consistent PR • Newsworthy Material • Greater public and corporate interest • Garner attendance • Financial Support and Sponsorship • Press coverage every 3 months

WHAT ARE THE CHALLENGES?

There may be a perception that these types of concerts are for the wealthy types. Public and donors may be unfamiliar with the artists and their music.

By constructing a positive online personality, we will break down the any perceived attitudes towards the genre and the event thus increasing likelihood of:

1) Sponsorship 2) A wider audience and “bums on seats” 3) Becoming a national profile spoken about within arts circles and other entertainment circles 4) Overcoming obstacles for future competitions.

10 strategy &tactics MEDIA CONTACTS

LIST OF MEDIA CONTACTS

We aim to build a sustaining and postivie working relationship with relevant media conacts. We will do this via inviting them to special pre events, charity balls, auctions and to the main competition event. Building and maintaining these contacts will help construct strong consistent and positive press coverage. We will establish relationships with the media contacts by contacting them personally or via email / hand written letter. Media contacts from the PRII Media Sourcebook 2012-2014

PRINT MEDIA CONTACTS

Big List: Monthly Editor: Damian Whinnery E: [email protected]

The Dubliner: 10 issues per year Editor: Martha Connolly E: [email protected]

Hot Press: Bi-Monthly Editor: Niall Strokes E: [email protected]

In Dublin: Online Editor: Noelle O’Reilly E: [email protected]

Irish Arts Review: Quartley Editor: John Mulcahy E: [email protected]

Irish Music: 11 issues per year Editor: Sean Laffrey E: [email protected]

RTE Guide: weekly E: [email protected] Managing Editor: Aoife Byrne T: (01) 208 2544 Editorial Manager: Catherine Lee T: (01) 208 2813 Entertainment Editor: Michael Doherty T: (01) 208 2940 Lifestlye/Staff Editor: Janice Butler T: (01) 208 2920

11 MEDIA CONTACTS

BROADCAST MEDIA CONTACTS

RTE NEWS: Special Correspondents Arts + Media: Sinead Crowley T: (01) 208 3959 M: (087) 225 5581 RTE RADIO Editor, Features, Arts + Drama: Lorelei Harris T: (01) 208 2604

RTE RADIO SALES Sponsorship: Tara Ferrell T: (01) 208 3430

NATIONWIDE - TV Pogramme Co-Ordinator: E:[email protected] Shirley Murphy T: (021) 480 5837 Dublin Reporter: Niall Martin T: (01) 208 3314

PRIME TIME: - TV PROGRAMME Producers: Tanya Seillem T: (01) 208 2413 Researcher: Donogh Diamond T: (01) 208 2874

MORNING IRELAND - RADIO PROGRAMME Broadcast Co-Ordinator: E: morningireland@rte. Cathy Murray

DRIVETIME WITH MARY WILSON- RADIO PROGRAMME Prodocuer: E:[email protected] Tom Donnelly T: 901) 208 2990

GLOBAL VILLAGE (7pm- 9pm, Saturday) - NATIONAL & REGIONAL RADIO Producer: E: [email protected] John O’Donovan T: (01) 644 5124

BRIGHTER BREAKFAST WITH JIM MCCABE (6am-10am, Weekedays) Producer: E: [email protected] Mark Robinson E: [email protected]

SATURDAY WITH CHARLIE BIRD: RADIO PROGRAMME Prodcuer: E: [email protected] Conor Kavanagh T: (01) 208 3274

THE LATE LATE SHOW - ENTERTAINMENT SHOW EXECUTIVE PRODUCER: E: [email protected] Micahel Kealy T: (01) 208 3940

COUNTRYWIDE WITH DAMIEN O’REILLY (SATURDAY) - ENTERTAINMENT SHOW Producer in Charger: E: [email protected] Brian Lally T: (01) 208 2380

THE MORNING SHOW WITH SYBILL & MARTIN - TV PROGRAMME Prodcuer: Richard Stern E: [email protected]

12 MEDIA CONTACTS SAMPLE ARTICLE We aim to create newsworthy material, to be done by writing previews, reviews of concerts, opinion pieces of classical music within Ireland and internationally. We will create profiles on current and past compeititors and send out newsworthy press releases with press packs. This will provide a greater insight for readers/followers and will help gain online/offline presence. The newsworthy content will be distrubuted to all relevant media contacts and on suitable social media platforms. Note: We created a QR code for the user to easyily connect to and listen to past compeitiors music. This helps to break down the access barrier between people and classical music, it also brings together the offline and online world together.

Sample Article

Nikolay Khozyainov, first Piano Competition, and O’Conor, the Competition’s prize winner of the 2012 reached the semi-final stage Artistic Director, has been Dublin International at the 2013 Van Cliburn so helpful and encouraging Piano Competition, to International Piano to me. It is a great honour to make Wigmore Hall debut Competition. receive his advice.” in programme of works by Chopin, Ravel and The first half of Rachmaninov Khozyainov’s Wigmore Hall programme will be Nikolay Khozyainov was devoted to works by born to a non-musical Chopin. His recital opens family in 1992 in Russia’s with the Barcarolle in F- Far East, in the city of sharp major Op.60 (1845-6), Blagoveshchensk. He among the last pieces its received his first piano composer played in public. lessons there at the age of ‘The Barcarolle,’ wrote five and made prodigious A prestigious Wigmore Hall Maurice Ravel, ‘is the progress. Young Nikolay debut recital beckons for synthesis of the expressive moved with his parents to Nikolay Khozyainov, part and sumptuous art of this Moscow in 1999, making of his prize as winner of the great Slav.’ The his debut soon after at the 2012 Dublin International composition’s elaborate Great Hall of the Moscow Piano Competition. The passagework and harmonic Conservatory and outstanding young Russian contrasts transcend the subsequently gaining a has chosen a compelling nature of its ‘boat song’ title place at the city’s Central programme of works by to reach heights of Music School. Since 2005, Chopin, Ravel and expression rarely touched he has studied with Mikhail Rachmaninov for the by other composers. Voskresensky, one of concert, which is scheduled Khozyainov turns next to Russia’s most distinguished for Tuesday 13 May 2014. the Berceuse in D-flat major pianists; Khozyainov Earlier this year he gave a Op.57, a set of variations on enrolled at the Moscow nine-concert tour of Ireland a delightfully simple Conservatory in 2010, the and made his debut at lullaby, before engaging year in which he became the Carnegie Hall, which were with the technical youngest finalist in the also presented under the complexities and spiritual history of the Warsaw aegis of the triennial Dublin essence of Chopin’s twelve International Chopin Piano event. “I am delighted to be Études Op.10. Competition. In addition to playing at Wigmore Hall, winning the Dublin thanks to the Dublin International Piano International Piano Scan Here To Hear Competition,” he notes. Competition, Khozyainov Khozyainov “They take such good care also took second prize and the audience award at the of their winners and are 2012 Sydney International very attentive. John

13 Evaluation of the website

WEBSITE OPTIMIZATION

The Dublin International Piano Compeition uses its website to generate online conversion donations and to generate company awreness among Ireland and Internationally. The website will under go changes to produce a great number of donations, allow seamless user experience and attract a wider clientele. Please see below a table of easy/hard implementations for possible

POSSIBLE LOW IMPACT POSSIBLE HIGH IMPACT

- Landing page: Increase font size for - Landing page: change the title from, category list by 2-4 sizes as more ‘make a donation’ to ‘Learn how to visually appealing support us here’; this is more appealing - Landing page: Increase the logo for - Landing page: implement sign up/ instance viewer awareness register pop up box on top right hand - Landing page: include link to email in corner or when page opens; to widen ‘contact us’, bottom right hand corner subscriber list for greater reach - Landing page: include ‘about us’ link - Landing page: Increase the size of in page footer ‘connect with us’ at the bottom left hand - Prize page: include images/video of corner past contestants with their throphy’s/ - Support Us page: update CTA’s to ‘make EASY prizes to portray success/happiness a single donation’ and ‘Make a recurring TO from winenrs. Gives future Donation’ ; rework deisgn layout to be IMPLEMENT compeititors aspiration appealing to donors. TEST - Prize page: amend the images to - Upcoming Events column: include ‘ buy make responsive with rest of page here’ link for tickets under each event and - Support Us page: start video when include link to ‘buy here’ on individual page is opened in a ‘in frame pop up’ event pages to create dramatic entrance to video - Upcoming Events Individual pages: move - Support Us page: amend video so it the map/location page to the previous loads without faults page and join all information on one page - Make a Single Donation page: - Landing page: include a photo gallery increase size and bold the “ Please tab to build emotional contact with viewers enter your donation amount” text and include ‘Thank you for your donation’ pre text - Make a Single Donation page: - Landing page: adjust the graphic for the improve design layout of donation ‘10th Competition’ sign on front page /payment page to a modern design - Landing page: include short/sharp video - The Maurice Foley Programme page: of all past contestants to show level of HARDER include testimonals/ short bio competitors TO /story on past competitors who - Support Us page: include live chat to enjoyed the training programme imrpove customer service IMPLEMENT - Volunteer page: include - Support Us page: include ‘donation TEST testimonals /short bio /story on past messages’ from past donors to portray volunteers to increase number of positive support; aim to increase credibility applications and donations

14 Evaluation of the website

WEBSITE OPTIMIZATION

LANDING PAGE 1. Increase the logo for instance viewer awareness. 2. Increase font size for category list by 2-4 sizes as more visually appealing. 3. Include a photo gallery tab to build emotional contact with viewers. 4. Include short/sharp video of all past contestants to show level of competitors. 5. Implement sign up/register pop up box on top right hand corner or when page opens; to widen subscriber list for greater reach. 6. Change the title from, ‘make a donation’ to ‘Learn how to support us here’; this is more appealing. 7. Adjust the graphic for the ‘10th Competition’ sign on front page 8. Include ‘about us’ link in page footer. 9. Increase the size of ‘connect with us’ at the bottom left hand corner. 10. Include link to email in ‘contact us’, bottom right hand corner.

5 1 6 2 3 4 7

10 8

15 Evaluation of the website

WEBSITE OPTIMIZATION

SUPPORT US PAGE 11. Amend video so it loads without faults AND start video when page is opened in a ‘in frame pop up’ to create dramatic entrance to video. 12. Include option of live chat to imrpove customer service. 13. Change the title from, ‘make a donation’ to ‘Learn how to support us here’; this is more appealing. 14. Adjust the graphic for the ‘10th Competition’ sign on front page (NUMBER 13 + 14 are repeated from Number 6 + 7 on Landing page). 15. Update CTA’s to ‘make a single donation’ and ‘Make a recurring Donation’ ; rework deisgn layout to be appealing to donors. 16. Include ‘donation messages’ from past donors to portray positive support; aim to increase credibility and donations. 17. Include ‘ buy here’ link for tickets under each event and include link to ‘buy here’ on individual event pages. 12

11 14

15 17

16 Evaluation of the website

WEBSITE OPTIMIZATION

UPCOMING EVENTS INDIVIDUAL PAGES 18. Include link to ‘buy here’ on individual event pages. 19. Move the map/location page to the previous page and join all information on one page.

17 Evaluation of the website

WEBSITE OPTIMIZATION

PRIZES PAGE 20. Amend the images to make responsive with rest of page. 21. Include images/video of past contestants with their throphy’s/prizes to portray success/happiness from winenrs. Gives future compeititors aspiration.

18 Evaluation of the website

WEBSITE OPTIMIZATION

MAKE A SINGLE DONATION PAGE 22. Increase size and bold the “ Please enter your donation amount” text and include ‘Thank you for your donation’ pre text. 23. Improve layout of donation/payment page to a modern design. THE MAURICE FOLEY PROGRAMME PAGE 24. Include testimonals/ short bio /story on past competitors who enjoyed the training programme. VOLUNTEER PAGE 25. Include testimonals /short bio /story on past volunteers to increase number of applications. 23

19 General online scenario

GENERAL SEARCH TRENDS

Looking at popular festivals within Dublin to gain inspiration for growth rate and to compare the highest search trend.

* The Fringe Festival and Dublin Theatre festival rated the highest. * We aim to grow the search trends significantly through Ireland and Worldwide. Ireland

Worldwide

20 General online scenario

MAIN COMPETITION

The Dublin International Piano Competition came first in the incognitio search, portraying positive and productive results. The key words used for the search engine optimization have worked; thus attracting first place in SEO.

* Competition follows closely by Dochara and PianoFestival * Both Dochara and PianoFestival use ‘international’ in search * We aim to maintain the high standard of the SEO in place

21 General online scenario

COMPETITOR SEARCH VOLUMES AND TRENDS

Using the first line of the SEO for each competitor to anaylse the search volumes and trends. The below graph is searched from 2004 - present, all categories and web search. The search is compared in worldwide as opposed to Ireland, as the search made in Ireland was too small to calculate and did not appear with information.

The two peaks in the below graph show great interest towards the competition on May 2009 and May 2012. Portraying interest around the time of the tri yearly competition. The interest doubled in size from 59 searches in 2009 to 100 searches in 2012. We aim to double this interest for the competition in May 2015.

When searching the volumes and trends using the titles of the competitors, the results were also bare. Proving that we need to create a greater interest among the reach to grow search volumes and trends.

May 2012 May 2009

22 social media plan

SOCIAL MEDIA ONLINE PRESENCE

Through relevant research it is clear that the social media online presence is inactive. Having no engagement online is unhelpful to any business. Providing an active online presence is a crucial component of our social media strategy, it will allow 24 hour access to your services & contact for your viewers, followers and stakeholders. Building an active social media plan which engages with your customers & stakeholders will help boost views, build a greater reach and keep you aligned with your compeititors.

SOCIAL MEDIA has a 100% higher lead-to-close rate than “outbound marketing ”

CONSISTENT AND ENGAGING

Consider changing Facebook page back to a ‘like’ page. This allows the business to organically attract fans and its audience naturally rather than friending those who might not have any care for the event, giving a false pretense of a large audience. Each post should be engaging with Facebook users rather than just informing them. A relationship is a two-way communication process and makes a stronger bond too. This applies to any social media platform.

Benefits of a ‘like’ page over a friend page includes Apps that act as a direct link to: Twitter, Website, Spon- sorship, Kickstarter, Instragram, YouTube, Pinterest, news articles, press releases, profiles, ticket purchase and anything else you want. This allows traffic to be steered from all directions and creates a unity of social media and online platforms. It allow for Facebook analysis of organic reaches, which posts prove more successful and how to improve further.

23 social media plan

CONSISTENT AND ENGAGEMENT

Engagement should be consistent across time, and interacting on a daily basis. We should be replying to comments, posting interesting and relevant (branded) posts that spark engagement and inviting people to like us and experience the likeable persona.

AMANDA PALMER - FACEBOOK ACCOUNT

AMANDA PALMER - TWITTER ACCOUNT

24 social media plan

CONSISTENT AND ENGAGEMENT

There was a significant gap between these two posts of 9 months. This is precious time lost which can be used to build an audience.

Building an audience that likes the competition as an entity rather than an event itself will raise national profile. It will create a brand personality that is liked, appears spirited and instil excitement to those who interact. This will in turn increase likelihood of sponsorship, donations, attendance, ticket sales and build those ties for years to come through social events (tea after- noons and auctions) in the meantime between the competition.

DIPC Facebook - 17th July DIPC Facebook - 3rd October

DIPC Twitter - Last updated 3 years ago

25 social media plan

SOCIAL MEDIA PLAN

Utilise your time in order to ‘spread the word’ through targeted audiences by creating a social media plan which reflects local community events.

A basic monthly social media plan includes: Facebook: 1 post per day 3 comments/likes/shares per week on own page and others Twitter: 3 tweets per day, 1 mention or retweet per day Follow at least 10 new people each week Blog: 2 blog posts every week, share post via all social networks/email Instagram: Post daily, repost followers post twice a week, comment daily.

FACEBOOK PLAN - Update with the latest news and event information(see slide event 1) - “Befriend” all performing artists and music bloggers/professionals - Utilize Facebook Events in order to help spread the word through “friends” or friends of “friends” - Engage “friends” by asking for artist opinions or suggestions

TWITTER PLAN - Post a tweet once a day form christams - Update with the latest news and event information “Follow” all performing artists and music bloggers/professionals - Share interesting links, stories, videos, etc regarding the industry become the piano/classical and jazz expert’s voice

INSTAGRAM PLAN - Post instagram pictures once a day - Update with the latest news and event information(see slide event) - Upload pictures(funny, encourage) - “Follow” all performing artists and music bloggers/professionals - Follow every person in Dublin to gain greater reach

YOUTUBE PLAN - Create a Dublin International Piano Competition channel - Linlk to the channel often through Facebook, Twitter and the website - Get releases and upload videos of past performances

26 social media plan

YEARLY CALENDER EVENTS IN DUBLIN

Use the yearly calender below to organize and highlight local community events in posts, tweets and images

Month Topic & Theme Results 1st Quarter 2014 October -Halloween - October Fest - Dublin Cocktail Festival - Open House - Adidas Dublin city Marathon 2014 November 1st - Movember

2014 December 25th - Christmas 26th- St. Stephens Day 31st- New Year Eve’s 2nd Quarter 2015 January 16th-18th – Theatre of Memory 22nd-26th - Temple Bar Trade fest 2015 February 13th-23rd – Jameson Dublin Film Festival 14th - Valentines Day - Six Nations Rugby 2015 March 6th-9th – New Music Dublin 14th-17th – St. Patrick’s Festival 21st-23rd - Offset 3rd Quarter 2015 April - Easter - One City One Book 2015 May - Bank Holiday 17th-25th – Dublin Writer’s Festival 2015 June - Bank Holiday - Pride 4th Quarter 2015 July - Summer - July 4th Independence Day for USA

2015 August - Electric Picnic - Liffey Swim - Dublin Horse Show - Bank Holiday 2015 September - Cultural Night - Dublin Fringe Festival - All-Ireland Hurling and Football Finals

27 social media plan CONTESTS SOCIAL MEDIA CONTEST IDEAS

SOCIAL EVENT : A BAROQUE AFTERNOON

#abaroqueafternoon - Users repost event ticket image and follow the Dublin International Piano Competition - Competition lasts for one week - Winner will be picked randomly - Winner will be able to go to Dublin piano competition for free.

* Tactic to boost followers and online presence * Aim to increases by 200 followers

INSTAGRAM COMPETITION: YOUNG AND TALENTED

#YTC

- People recording their musical talents and posting on instagram or facebook with hashtag #YTC - Who gets most likes wins - Winner will be able to go to Dublin piano competition for free.

28 social media plan INSTAGRAM INSTAGRAM: WEEKLY POSTS

Dublin International Piano Com- petition 15th-26th May 2015 #competition#enjoy # http://www.dipc.ie/

KEEP CALM AND PLAY PIANO AND ATTEND OUR COMPETITION 15th-26th May 2015 #piano#competition#enjoy #http://www.dipc.ie/#dubin#talent

29 social media plan