Company Background The Shenandoah Valley Children’s Choir (SVCC) was founded in 1991 at Eastern Mennonite University by Julia J. White. Led by Janet M. Hostetter since 2014, the choir includes 230 youth in three classes, three choirs, and ten staff as they perform around the world. (SVCC History, 2016).
Objective To increase SVCC Christmas Concert ticket sales by 25% between November 1st and December 8th through engaging radio communication.
• Geographic: Educated, middle class families aged 40+ living in the Shenendoah Valley. They appreciate performing arts, the community, and affordable, family fun (Menehan, 2016). • Behavioristic: Responsible spenders who appreciate experiences over materialistic, short-term gain purchases.
• 60% of people with experience singing in choruses attend choral concerts. Over 33% has a personal relationship with the performer with 54% being a grandparent or parent. (Menehan, 2016).
• Media Usage: Early majority/late majority (Menehan, 2016). • VALS: Believers & Experiencers – people who are motivated by self expression and are easily inspired by others and the community (Strategic Business Insights, 2009-2019)
Competition Since 1992, The Virginia Children’s Chorus, also known as “Hampton Roads” believes singing is vital in young development as they strive to develop “the child, the ensemble, and the community” (Virginia Children’s Chorus, 2011). The Children’s Choir of Central Virginia was created to allow children from Charlottesville and Crozet to practice “dedication, excellence and beauty” (The Children’s Choir of Central Virginia, 2011). Based in Charlottesville, the Mosaic Children’s Choir strives to create “creative venues, healthy singing, movement and drama” (Mosaic Children’s Choir FAQ, n.d)
Mindset Current: The audience values “artistry, excellence, a musical independence, discipline, potential, beauty, commitment, joy, soaring spirits” type of entertainment. (SVCC History, 2016). They enjoy supporting young artistry as they feel as though the performer’s commitment mirrors their own. Desired: The audience will feel connected to the community and the music SVCC performs (Suttie, 2016).
The Shenandoah Valley Children’s Choir is advertising to promote to arts-appreciative families that attending the STARS Christmas Concert is a worthwhile holiday activity because it offers a rich and festive experience for choral music lovers that also supports the local choir community.
• Reputable choir as it has performed for former presidents, attended international choral festivals and conferences as well as participated in music videos. (SVCC History, 2016).
Mandatories Website: svcc.org Concert dates: December 7th and 8th
• Wide range of genres that appeal to a variety of tastes and offer a more culturally rich holiday experience. (SVCC Musical Excellence, 2016).
Tone • Inviting, Cheerful, Festive, Friendly
RADIO SCRIPT Client: Shenandoah Valley Children’s Choir Title: 2019 Christmas Concert Promo Time: 30” Produced Date: October 29, 2019 SFX:
ANNCR: (middle-aged woman with soft voice):
SVCC SONG “DECK THE HALLS” (30 SECONDS).
Break away from the hectic holiday this December with the world-renowned Shenandoah Valley Children’s Choir at their Christmas Concert. Over two hundred kids from around the valley perform carols, classics, and jazz to celebrate the season!
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Client: Shenandoah Valley Children’s Choir Title: 2019 Christmas Concert Promo Page: 2 ANNCR: (middle-aged woman with soft voice):
The Shenandoah Valley Children’s Choir perform December seventh at 7 p.m. and December eight at 4 p.m. To get tickets for the renowned Shenandoah Valley Children’s Choir, go to S-V-C-C-dot-org. Again, that’s S-V-C-C-dot-org.
SVCC SONG “DECK THE HALLS” IN BACKGROUND (FADE OUT).
Radio: Approach: One Voice 1. WBTX 102.1 Broadway, VA a. Time: Afternoon Drive (3pm-7pm) b. Rationale: This is a gospel music station based in Broadway, VA which targets those that already enjoy SVCC’s genre. The afternoon drive will pair well with the radio script which harps on how hectic the holidays are, hitting consumers right after their busy work day. The station has a signal reaching 18.5 miles. 2. WEMC 91.7 Harrisonburg, VA a. Time: Daytime (10am-3pm) b. Rationale: This is a Harrisonburg station, where SVCC is based, through Eastern Mennonite University. One-third of attendees of choir concerts have a previously established relationship with the program or a performer. This station will hit Harrisonburg locals and has a religious disposition, playing Mennonite a capella music along with classical music, a key to our target audience. The station has a signal reaching 14.2 miles. 3. WLTK 102.9 New Market, VA a. Time: Afternoon Drive (3pm-7pm) b. Rationale: This contemporary Christian rock station may attract a slightly younger audience with a focus on the Christmas season as well as religion-centric music. The station’s focus on the Christmas spirit is complementary to our radio ad and big idea. New Market is northeast of Harrisonburg and gives better coverage of the Shenandoah Valley. The station has a signal reaching 17.3 miles. This will give us a collective range of about 50 miles of radio coverage around the Shenandoah Valley. Creative 1. Approach: One Voice 2. SFX: SVCC music 3. Tone: soft, festive, inviting, cheerful 4. Music: Choir music from SVCC Unknown (n.d.) Radio-locator. Retrieved from https://radio-locator.com/cgi-bin/locate?select=city&city=Shenandoah&state=VA
PODCAST SCRIPT Client: Shenandoah Valley Children’s Choir Title: Stars Podcast: Inside Appalachia Host(s): Jessica Lilly Time: 60” Midroll Script Date: October 29, 2019 SFX:
FAINT JINGLE BELLS (2 SECONDS TO DAU).
JESSICA LILLY: With the holiday season right around the corner, you might be starting to think about some ways you can get into the spirit. And what better way to spread holiday cheer than through the spirit of music? Join the Shenandoah Valley Children’s Choir for a night of beautiful music and holiday warmth at their annual Christmas Concert on December seventh and eighth.
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Client: Shenandoah Valley Children’s Choir Title: Stars Page: 2 JESSICA LILLY: Established twenty-eight years ago, the globally-acclaimed Shenandoah Valley Children’s choir provides opportunities for children to explore and develop their passion for music. Witness the work of the Valley’s brightest stars in their 26th annual Christmas Concert. In addition to classic Christmas carols, Shenandoah Valley Children’s Choir offers a diverse setlist of holiday songs featuring Nicaraguan folk music, water glass ringing, and a jazz performance of “Cool Yule” as performed by Louis Armstrong.
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Client: Shenandoah Valley Children’s Choir Title: Stars Page: 3 JESSICA LILLY: You can get your tickets at the box office, by phone, or online. Visit S-V-C-C-dot-org for more information, and celebrate the holiday season with Shenandoah Valley Children’s Choir. SFX:
FAINT JINGLE BELLS (FADE OUT).
Podcast Approach: Scripted 1. WMRA Local News w/ Bob Leweke a. Category: News b. Rationale: This is a local podcast reporting current news and community events. The demographic matches our target audience, as the majority of people listening to the news are older and concerned with the surrounding community. Also, since it is highly localized to aim towards the Shenandoah Valley community, it will be easier to reach people who are within close proximity that are more likely to attend the Christmas concert. 2. Inside Appalachia w/ Jessica Lilly a. Category: Regional History/Culture b. Rationale: This podcast discusses the culture and history of the Appalachian mountains, in which SVCC is centrally located. This podcast targets those interested in the culture and history of the area, a common interest with SVCC’s target audience. Jessica Lilly, the host, matches the tone and persona our creative brief established. 3. Shell Fischer’s Podcast a. Category: Religion & Meditation b. Rationale: Shell Fischer is a founder of Mindful Shenandoah Valley and has established herself as an expert in local meditation and spirituality. Both Fischer’s voice and tone match our creative brief and she will appeal to a wide range of audiences on her station. Creative 1. Approach: Scripted Podcast 2. SFX: A brief audio clip of jingle bells at the beginning helps catch the audience’s ear and signifies a distinction from the rest of the show without diverting too much from the medium. 3. Tone: Because this is a podcast, the tone is kept friendly and conversational while still providing enough information for listeners to take action. 4. Music- Since podcasts have little to no music aside from intros and outros, using background music while the host reads the script would feel awkward and out of place and feel more like a typical radio ad than a conversation between the host and its audience. Using a short SFX at the beginning effectively adds festivity and contrast, and does so in a much more natural way.
References Burrow, A. (2010, November 29). Deck the Hall Lyrics [Video file]. Retrieved from https://www.youtube.com/watch?v=Xm2oqs8fumI&t=5s (2006 - 2019). Eastern Mennnonite University. Box office and ticket information. Retrieved from https://emu.edu/box-office/ (2011) Children’s Choir of Central Virginia. Home. Retrieved from https://www.childrenschoircentralva.com/ Menehan, K. (2016), November 3). Understanding audiences. Retrieved from https://www.chorusamerica.org/management-governance/understanding-audiences. (n.d) Mosaic Children’s Choir. FAQ. Retrieved from https://mosaicchildrenschoir.com/frequently-asked-questions/ Radio-locator. (n.d) Retrieved from https://radio-locator.com/cgi-bin/locate?select=city&city=Shenandoah&state=VA (2016). Shenandoah Valley Children’s Choir. History. Retrieved from http://www.svcc.org/history. (2009- 2019). Strategic Business Insights. US framework and VALS types. Retrieved from http://www.strategicbusinessinsights.com/vals/ustypes.shtml. Suttie, J. (2016, June 28,). How music bonds us together. Greater Good Magazine. Retrieved from https://greatergood.berkeley.edu/article/item/how_music_bonds_us_together (2011). The Virginia Children’s Chorus. Home. Retrieved from http://www.vachildrenschorus.org/
Podcast and Radio ads for Shenandoah Valley Children's Choir created for SMAD 342 class at James Madison University.