Choral Holiday
About Choral Holiday
The annual Choral Holiday concert at the USF School of Music is an audience favorite for starting off the holiday season. USF Choral ensembles team up with community choirs and invite guest performers from other groups at USF. The choirs present exciting arrangements of holiday classics as well as original works from contemporary composers.
Campaign Objective 
Sell at least 70% of the USF Concert Hall's 480 seats at full price.
Campaign Duration: Oct. 1, 2017 to Nov. 28, 2017
Media Outlets
Print calendar: 9,000 distributed
Choral Holiday received the front cover feature on the Nov-Dec 2017 edition of the quarterly print calendar for all college events. This piece was direct mailed to an established list of subscribers, and available at information desks across the USF campus and in tourism centers around the Tampa Bay area.
My direct role: Organized event managers to provide events and information. Planned the calendar layout. Designed the calendar spreads. Copy-edited the descriptions and provided final proofreading.
Email calendar: 8,000 reached
Choral Holiday was the featured event for the School of Music in the Nov-Dec 2017 email calendar sent to subscribers around the Tampa Bay area. The Arts Monthly has an established list of subscribers interested in all events from the College of The Arts.
My direct role: Planned the calendar layout. Programmed the email template in HTML and CSS. Organized event managers for event information proofing. Provided final proofreading and distributed the email.
Email invitation: 3,100 reached 
An email invitation was sent to subscribers around the Tampa Bay area who noted a specific interest in School of Music events.

My direct role: Planned the email layout. Programmed the email in HTML and CSS. Provided final proofreading and distributed the email.
Facebook event: 7,800 reached
A Facebook event was set up as co-hosted by the School of Music and the College of The Arts to reach audiences among both pages and share metrics. 
My direct role: Organized the project tasks for other team members. Designed the event cover. Proofread the social media event set up by the social media interns and published on Facebook.
Social media newsfeed posts: 2,000 reached
Posts to build anticipation were programmed for Facebook, Twitter, and Instagram.
My direct role: Organized the project tasks for other team members. Copy-edited and proofread the social media post texts set up by the social media interns.
Community web calendars: 40 calendar entries
Event information was entered in to 40 Tampa Bay area community calendars run by small, medium and large news organizations. This medium was chosen because it has a regular audience of community members looking for arts and culture activities. 
My direct role: Provided an image and final description text to the marketing interns responsible of calendar data entry.
Event posters: 200 posters distributed
Posters were printed for distribution across the USF Tampa campus, inside the residence halls, at community churches, and at local high schools.
My direct role: Designed the poster. Copy-edited the description and proofread the final piece. 
Campaign Results
The concert sold 74.14% of seats at full price, and filled a total of 79% of the seats at the Concert Hall. 
As a result, the 2017-18 noted an increase of participants in the USF Choral ensembles because more students at USF became aware of the program which is open to all majors.
By involving outside groups to participate in the event and giving them tools for sharing our event, they helped us reach a wider audience and build anticipation buzz among our audience.
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