Nfc has expressed that they send emailed newsletters

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

47
Search 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, a
change may be necessary.
May 15, 2018: Northeast Florida Conservatory Marketing Plan

48
Social Media Platforms
NFC 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.