Marketing resources for your group: Overview

Marketing is a broad term and covers a huge range of activities. From researching potential audiences to composing social media posts, choosing your group's 'brand colours' to deciding on ticket prices: these activities all feed into how your group is seen; how potential members, audiences and supporters feel about it; and whether they decide to engage with you.

To help you get started, we've produced a range of resources on different aspects of marketing. We'll continue to add to these, but in the meantime if you think we're missing something that would be helpful for groups like yours, do please let us know!

Branding

A crucial place to start is branding - it’s the story you choose to tell others about who you are and what you’re doing. 

Marketing your events

An overview covering all aspects of marketing for events, from audience research to creating effective posters.

If you struggle to put together posters for your concerts, we've created these templates in Microsoft Word to help you on the way. 

Whether you're designing your own posters or paying a professional to do them for you, here are our top five tips for making sure they grab your audience's attention.

This guidance discusses the pros and cons of online ticketing, with common mistakes to avoid and frequently asked questions.

Discounts available to member groups from WeGotTickets and Ticketsource.

This case study, from member group Sidmouth Concert Society, outlines how they reversed a decline in membership through adjusting their ticketing strategy.

Online listings websites can be a great, cost-effective way of getting your event in front of potential audience members. This guidance includes ideas of where to go and links to some major events listings sites.

Social media

This resource is a beginners' guide with basic steps for you to set up and start to use accounts on Twitter, Facebook, Instagram and LinkedIn.

Being active on social media can be a great way for your group to grow your audiences, build relationships, recruit new members and learn from other groups, but it takes effort to make the most of it.

At the time of writing, around 702,000 Facebook users in the UK express an interest in Choirs; 506,000 like orchestras and a staggering 27,818,000 like music. These are all potential audiences that you can reach if you know how to target them.

Tips from our youth volunteers on what to post on social media and how often.

Website design

In part one of our three-part guide on creating a website, we'll cover the important bit that often gets left out: planning!

Whether you're creating it from scratch, choosing a ready-made template, or paying a professional, these tips will help you evaluate your design options and make your site as effective as possible.

Here we cover ways to increase the visibility of your website to bring in more visitors; something worth thinking about before you start to build your site, as well as when you're looking to make ongoing improvements to it in the future.

Your group's website may have been up and running for some time, or maybe you're looking at creating a new website. Either way, it's always a good idea to step back and see whether it's still working well. 

Email marketing

In part 1 of this guidance we'll cover the basics of marketing via email: where to send from, to whom, and what how to stay on the right side of the law.

In part 2 of this guidance on email marketing we'll cover what to include in your email, how to make a great subject line and how to measure success.

Press

These ten tips will help you build your list of journalist contacts and get your group’s forthcoming concert, new commission, or other project into the media.

A good press release should be able to condense all the important information into one page of A4 in size 11 font. We've put together this template to help you get started alongside our top tips guidance.

Creating visual assets for marketing 

Eye-catching and powerful images on your website and social media could help you attract audiences, as well as new members and maybe even hirings and other engagements. Here's our top tips to help you produce and share those great photos.

Your group may not have the budget to hire a professional crew to film your next performance, but that doesn't mean that you can't produce attractive and engaging video with basic tools.

Member recruitment and audience development

This guidance explores how to go about starting a new group. This is the third of four sections and focusses on finding members and fostering a group culture.

Members of Aldworth Philharmonic Orchestra (APO) explain how a group created to cater for people unable to commit to weekly rehearsals has grown into a flourishing hub of innovation.

This is the first set of recommendations drawn up following our research into young people’s attitudes towards making music; written primarily for performing groups. 

Robert Convey, of member group Bristol Choral Society, explains how his group have begun to create the audiences and music makers of the future with their Mini Messiah concerts.

Data protection responsibilities

The Data Protection Act 2018 governs how you can and can't use member, supporter and audience data. Our data protection toolkit will guide you through the key principles and help to ensure you are using data in a fair and responsible way.

We have developed a template Data Protection and Data Retention policy for use by our member groups. It has been designed as a starting point so you can simply add your specific details (e.g. group name) in the relevant places, or use it as a structural guide for tailoring it more substantially.


We hope you find this Making Music resource useful. If you have any comments or suggestions about the guidance please contact us. Whilst every effort is made to ensure that the content of this guidance is accurate and up to date, Making Music do not warrant, nor accept any liability or responsibility for the completeness or accuracy of the content, or for any loss which may arise from reliance on the information contained in it.