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NFC has expressed that they send emailed newsletters via Constant Contact as an additional means to disseminate information. However, we did not find a specific location on the NFC’s website asking customers to join the email list or subscribe to the emailed newsletter. We suggest NFC add a pop-up screen when a visitor comes to the website asking them to sign up to the mailing list or subscribe to the emailed newsletter. It can also be added to the homepage in the sidebar. It can be given as an option allowing the visitor to decline the service. By providing this added feature, new members can be added email list and increase program and event awareness. May 15, 2018: Northeast Florida Conservatory Marketing Plan
47Search Engine and Name Change In search of Google and Yelp, it became evident that NFC is not easily searchable. A simple search in Google’s search bar for “music lessons in Jacksonville, FL” does not display NFC as a top option. The first website that Google presents is Wind of Change Academy. It’s not until one types in ‘conservatory Jacksonville FL’ or the entire name of NFC that NFC’s website appears. This search must be precise, making it difficult for NFC to be viewed on the digital platform. The average person types in ‘music lessons’ as it generates more past searches. We suggest NFC update their Google Business profile to ensure the organization appears under the search ‘music lessons’ as a top option. If available, NFC can include keywords such as piano, ballet, keyboard. Another suggestion would be a name change to the organization. We suggest Northeast Florida Conservatory of Performing Arts. The search for ‘performing arts’ can also generate exposure to the organization. Another reason for the name change is that the average person does not correlate music to conservatory. After conducting a small survey, 15 out of 15 people believe a conservatory is mostly botanical. None of the participants knew that ‘conservatory’ included music or performing arts. It is our opinion the word conservatory in the organization’s title is preventing them from growing because of the confusion it causes. By adding the words ‘…of Performing Arts’ it may generate more interest and reduce confusion. If NFC wants to be recognized and receive more exposure, a name change will significantly improve that. It is a hard change, but if NFC desires to reach more students, achange may be necessary.May 15, 2018: Northeast Florida Conservatory Marketing Plan
48Social Media PlatformsNFC uses Facebook as their sole social media outlet. However, upon going through their posts, it is evident that there is hardly any traffic being generated on their posts. As a business, NFC is not utilizing the business tools Facebook has to offer. NFC can sponsor their Facebook posts for as little as $5 for a day to reach anywhere from 600 to 1,000 people. This is especially useful when NFC holds auditions for plays, upcoming events or just promoting the organization.