CLASSICAL ARTS PROFESSIONALS: MARKETING YOUR
(San Francisco) - BrandStoryNow reached new heights this month, launching a second live marketing training event at the San Francisco Conservatory of Music, as well as presenting a retooled for the C-suite experience for residents of The Harrison SF, a high-rise community in San Francisco's SOMA.
Beginning at the conservatory on March 5th, it was exciting to introduce the classical artist's most important KPIs, a concise exploration of website SEO and its critical relationship to search, social media analytics as related to various platforms, and how all of these elements relate to formulating individual social media, digital and real-world strategies for marketing success. We also covered mission, vision, the power of authentic storytelling, building brand identity and the need for emotional connection. Lovely to meet several first-time attendees, including professional opera singers soprano Cabiria Jacobsen, tenor Kirk Dougherty, and baritone Adrian Rosales - all or whom performed in Opera San Jose's west coast premiere of Kevin Puts' "Silent Night". Our classroom-sized group enjoyed a fun and insightful running dialogue as we moved through the training. Bravi to us, with sincere thanks to SFCM's Seth Ducey and his events team.
Ten days later, I found myself looking down at the Bay Bridge from the 49th floor of The Harrison San Francisco. Opened in 2016, and featuring signature Ken Fulk interior design, #TheHarrisonSF is a luxury high-rise tower located just north of the Bay Bridge, making it a new yet instantly recognizable part of the San Francisco skyline. Luxury Attaché's Aaron Hughes was the driving force who brought BrandStoryNow to The Harrison SF, as part of his larger personal brand event for the community; Luxury Attaché provides exclusive concierge services around the world. With epicurean treats by Ladies Who Lunch Catering and the one-of-kind ambiance of the 'Harry's Room' clubhouse, guests had the opportunity to have their head shots done by Godoy Shots Photography before my discussion of personal brand and brand identity for the C-suite and beyond. After touching on digital marketing KPIs, it was great fun sharing storytelling case studies for Gary Vee, Kara Swisher, a certain ride-share CEO and his competition, Akshay Oberai and Niki Leondakis. Our best Q&A takeaways included the sharing of Instagram Stories secrets, how to blow up Snapchat, and the power + velocity of Periscope and FacebookLive video. My sincere thanks to the delightful and engaging residents of The Harrison San Francisco, and to Aaron, Brittany and the entire Luxury Attaché team.
Upcoming BrandStoryNow live marketing experiences are in planning, we look forward to announcing these events as they are confirmed in the coming weeks. Happy Spring!
(San Francisco) - BrandStoryNow, an independent marketing training experience tailored for classical artists, returns to the San Francisco Conservatory of Music on March 5, 2016. Originally launched at SFCM in November 2016, BSN evolved from consultant James Mowdy's 2015 work with client Santa Fe Opera.
BSN's philosophy is simple. Classical artists, like small businesses, are brands. As such, they require the same kind of small to medium size business plan and planning that a brick and mortar and/or start up requires. Mowdy, who has worked with classical music clients Musica Marin and Berger Artist Management, as well as Brian Asawa, Diana Tash, Jonathan Blalock and Kelli Butler, sees these artists as they see themselves - the original-and-still-going-strong gig economy. To that, the global arts playing field continues to become more crowded and competitive, especially in the US. With the National Endowment of the Arts potentially under threat, its disappearance could be a direct hit on small companies and arts organizations who depend on NEA funds to mount their work, productions. This example, coupled with our ongoing, national arts funding crisis, dictates that artists themselves - not management - must know how to tell a compelling business brand story across social media and real-life if any career ROI is to be realized.
Beginning with a discussion of brand identity, BrandStoryNow attendees will discover how to tell a strategic brand story about themselves, the critical importance of real as well as pie-in-the-sky business goals, and how to build out online and real-world strategies that connect the moving parts of their brand. An in-depth discussion of KPIs (key performance indicators), social media metrics across different platforms, and relevant classical artist case studies will also be offered, as well as an open Q&A session.
"Presenting BrandStoryNow at the San Francisco Conservatory of Music is an amazing honor, " says Mowdy. "My father was a stagehand and sound technician at the American Conservatory Theatre in the '70s and '80s, so I've always had great respect for arts institutions, as well as their actual brick and mortar structures. To physically share BrandStoryNow at SFCM - and hopefully add value - is time wonderfully spent."
BrandStoryNow applies business brand marketing concepts and approaches to The Small Business of You.™ Please register for our March 5, 2017 event from 11AM-1PM via Eventbrite. Classroom space is extremely limited, no waitlist.
BrandStoryNow brings marketing insights, case studies and one-to-one consulting to San Francisco's Conservatory of Music
(San Francisco) - BrandStoryNow, a marketing training for classical artists, launched at San Francisco's Conservatory of Music on Sunday, November 20th. The inclement weather didn't dampen attendance or interest among an activated group, which included opera singers, academics, opera company representatives, startup founders, and classical (collaborative) pianists.
Consultants Cristin O'Keeffe and James Mowdy welcomed and chatted with guests until the formal presentation began. O'Keeffe kicked off things by inviting attendees to pair up and learn their partner's name, profession and a noteable achievement within 3 minutes of conversation. Once time was up, each person introduced his or her partner, which, in addition to being an excellent group ice-breaker, demonstrated the value of unique personal and professional brand story.
Mowdy then launched into the BrandStoryNow presentation, exploring the following:
Once a few spontaneous audience questions were addressed, O'Keeffe took the reins to discuss Active Listening and Social Networking, the latter covering the online and traditional networking perspective. Her points included:
Mowdy continued with several case studies, ranging from cautionary tales like opera's Tamar Iveri and New Balance in the age of Trump, to the cross-platform arts brand success of opera singers Ailyn Perez and Jonathan Blalock, respectively, as well as an examination of classical superstar Lang Lang's global dominance, and West Edge Opera's astute, year-round use of Facebook.
A deeper discussion of social media analytics, goal-setting and true ROI also spurred spontaneous discussion amongst all in attendance, seguing nicely into an extended, post-presentation Q & A.
Some post-event comments:
"Social media is a valuable tool for nonprofit art organizations," said West Edge Opera Marketing Director Kate McKinney via email. "BrandStoryNow taught me how to create social media content that's consistent with West Edge's brand, while also attracting a diverse audience to our various (social) accounts and, ultimately, our performances."
Enchanted Book founder Bridget McGraw via email: "As a digital veteran with a beginner’s mind, I appreciated approaching familiar material with a fresh outlook. It was great to be reminded by Cristin that I need to set SMART goals for the Enchanted Book. Also, James' case studies brought home the critical importance - and balance - of authenticity...in one’s social media presence. "
Soprano Carolyne Anne Jordan - who most recently sang with the San Francisco Opera chorus in "Aida" - kindly direct messaged the following, with permission to share: "Thank you, James! I really appreciated everything you (and Cristin) shared, and I know I can benefit from using Instagram Stories and as well as other (social media tools)...will also share this info with Opera On Tap San Francisco!"
San Francisco-based classical music fan Josh Dougherty via email: "The BrandStoryNow seminar presented a lot of valuable information that's applicable to all aspects of your life. James's case studies demonstrated how simple your brand can be - it doesn't have to be some complicated marketing strategy devised by an expensive team of gurus. Maintaining presence on social media allows your personality to shine while using your most valuable and unique marketing tool: yourself. Cristin's presentation on active listening was a well laid out guide to strategically engaging in conversation instead of just trying to think of the next thing to say. The whole presentation was great, and I definitely recommend it to anyone looking to develop his or her brand."
BrandStoryNow returns to The San Francisco Conservatory of Music on Sunday, March 5, 2017. More details soon!
Independent Marketing Training for Classical Artists launches at San Francisco Conservatory of Music
(San Francisco, CA) - Positioned as an independent marketing training for classical artists, BrandStoryNow launches at the San Francisco Conservatory of Music on November 20. Presented by arts brand strategist Cristin O'Keeffe and brand consultant James Mowdy, the BrandStoryNow concept grew out of Mowdy's 2015 client experience with Santa Fe Opera.
Working with SFO PR Director Daniel Zillmann and several department heads, Mowdy built a strategic brand storytelling plan to help The Company meet specific PR, marketing and business goals, as well as grow Santa Fe Opera's social to real-world ROI with the SFO comms team. Early in the season, Zillmann asked if Mowdy could present a social media-related training to fifty apprentice singers. With only a short time to prepare, Mowdy went with what he knows best - brand identity, brand story, and brand strategy. Positive feedback regarding his consultative and conversational approach from apprentice singers and SFO leadership led to the development of the BrandStoryNow concept: training classical artists to strategically self-market and meet professional goals.
Freelance arts brand strategist O'Keeffe brings far ranging classical music and arts and entertainment business knowledge, experience and passion to the BrandStoryNow collaboration. A New York University-trained lawyer who works for a San Francisco startup, O'Keeffe is well-known amongst the Bay Area's classical set, both online and in real-life. She is often found mingling with friends at San Francisco Opera, Davies Symphony Hall, and various, other classical music venues. O'Keeffe has also established a robust social media "cheer leading section for classical vocal artists, musicians, and opera companies" presence on Twitter, tweeting as @Aspasia_1. If that weren't enough, she somehow finds time to manage social media, real-world PR and event assistance for San Francisco's LIEDER ALIVE!, as well study classical voice with Heidi Moss in the Adult Extension program at the San Francisco Conservatory of Music. A native San Franciscan, O’Keeffe also lived on the East Coast where she graduated from Harvard University and went on to gain valuable entertainment industry experience in the business and legal affairs departments of NBC, the WGBH Educational Foundation (a television broadcaster and program producer for PBS), and Sony Music Entertainment, before returning to the West Coast.
O'Keeffe and Mowdy first met via Twitter, when Mowdy was working with the late countertenor Brian Asawa. O'Keeffe, a devoted fan of Asawa's, met her favorite countertenor and future collaborator, respectively, at one of Asawa's 2015 performances in San Francisco. O'Keeffe's and Mowdy's friendship developed over the course of 2015 and 2016, both mourning Asawa's unexpected passing this past April, attending his LA Opera memorial in May.
It was during this period that Mowdy suggested the then-unnamed concept: a brand-oriented training specifically for classical artists. Given O'Keeffe's multidimensional classical arts and entertainment knowledge, first-hand understanding of the artist experience and a shared interest in helping them succeed, it was an easy sell. "We bring different skills and experiences to the table. James' brand storytelling experience, in addition to his passion for opera and turning 'social into real-world,' means we're uniquely positioned to help classical artists in a competitive global marketplace," says O'Keeffe. Mowdy agrees: "I could certainly run, manage and deliver the BrandStoryNow experience by myself, but Cristin shines a light where I might lack some (classical arts) knowledge or understanding regarding repertory, history, entertainment business affairs and so forth. Cristin has this ability to gently illuminate and correct...and I couldn't be more thrilled."
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Learn more and reserve space for BrandStoryNow's Classical Arts Marketing: Telling Your Most Compelling Brand Story at the San Francisco Conservatory of Music
on November 20, 2016.
BrandStoryNow is a marketing training experience for classical artists and the C-Suite , presented