"Share the gift of Harmony"
A chapter fact sheet or backgrounder is an integral part of any chapter's marketing/PR toolkit. It is a versatile tool which can be useful for: press & media awareness, marketing performances, obtaining grants, or soliciting ads or sponsors for your show.
A chapter fact sheet differs from a chorus brochure. While a well-designed chorus brochure may last for years, a fact sheet or backgrounder needs to be updated frequently, especially when something changes (i.e., awards information, changes in membership, changes in Director, quartets, etc.).
Both are invaluable for your chapter's promotional bag of tricks. Here are some basic differences -- and why you may need both.
Chorus Brochure
A chorus brochure is geared toward 'promoting' your chorus. It is image-oriented, creative in design, compelling with its messages, and often colorful with photos. Its purpose is to persuade and influence readers. The more attractive and eye-catching, the better. Generally, a well-designed brochure will have a long shelf-life, be printed on glossy paper, and be printed in large quantities.
Chapter Fact Sheet (Backgrounder)
A chapter fact sheet is an 'informational tool.' It is simple in design, straightforward in copy and factual in nature. It is meant to provide summary background and newsy information (who what, when, where) about your chapter, most often for the press. Basically, it conveys 'just the facts, ma'am.' Generally, fact sheets or backgrounders have a short shelf-life, get updated frequently, and are produced, as needed, on regular photocopy paper.
Fact sheets are especially useful for providing credibility for your chapter as an organization -- beyond what a brochure can do. For example, they are critical components of: press kits, sponsor & ad solicitation kits, appendices for grant applications, etc. They can be used anywhere where it's important to convey 'information' about your chapter, quickly and easily, without the marketing hype. Since they provide a 'factual snapshot' about your chapter, they can also be extremely persuasive for recruiting new members.
Chapter fact sheets can take a variety of forms:
- Traditional format -- may use bullets and headlines. Examples include: Harmony, Inc.'s Corporate Fact Sheet, plus here's a link to a chapter fact sheet on the BHS website:
http://www.barbersh
- Backgrounders -- provide the same function, but are a 'looser' format and may include limited PR material. Most use straight paragraph text. I will forward an example via separate email.
Regardless of which format you use, following are some key items that should be included. It's OK not to have everything, but make yours as complete as possible:
Fact Sheet (or Backgrounder) Content:
- Chapter name
- Founding information or charter date
- Membership summary: number, ages
- Notable achievements: awards received, prestigious appearances
- Major activities: annual shows, regular performances, social events
- Community activity & involvement; charitable endeavors (if any)
- Director credentials
- Quartets & awards
- Meeting place, date and time
- Booking information
- Contact info: name, phone, email, chapter website
- Optional: chorus & director photo
Here is
an example of a backgrounder developed for Rochester Rhapsody, as part of
IC&C 2004 promotions. Since the convention was held in Rochester, we needed
an appropriate backgrounder for the local Rochester chapter to include with
the Press Kit materials. Since they didn't have one, I developed this for
them.
As things turned-out, we got plenty of press coverage, including local
television. This convention attracted the largest non-member audience in
Harmony's history.
Do a search for your chorus on www.google.com. Just type your "chorus name" in quotes, in the search box and see what comes up.
Are there recent newspaper articles about your chorus? A write-up about holiday performances, your recent Guest Night, a story on Singing Valentines, or an announcement about your upcoming show? Is there a link to your chapter's website -- or your webpage on the Area 2 website? You want potential members, sponsors, or performance customers to be able to find you. Can they?
Try this -- and, you'll know just how much visibility you have....or need! If very little shows up, it might just mean that you need more-effective publicity. Of course, you can always change that!
Different search engines turn up slightly different results, so it may be interesting to assign various committees (Show Committee, Membership, Performance/
www.google.com
www.yahoo.com
www.msn.com
www.ask.com
www.altavista.
www.dogpile.
www.looksmart.
www.go.com
www.lycos.com
If you're lucky enough to have live performance shots of
your chorus suitable for publicity, that's great. Many chapters, however,
need their AC&C photos -- and use them for their entire year's publicity.
If yours does, now's the time to consider your chorus contest photo. Make
yours count!
Take a look at your previous contest photos. What kind of image do they
convey? A dynamic, lively, enthusiastic, proud, energetic group, ready to
rock the world? Or, a sweet, friendly-yet-
Imagine yourself as not a member, and take a closer look,
instead as:
* A young woman, mid-20's. Do you feel energy coming from this group?
Would they challenge and motivate you? Is this a fun group you'd want to
join?
* A bank manager who's been asked to underwrite major portions of this
group's next show. Does this group look confident, like professional,
classy, consummate entertainers? Do they look like a good asset who will
contribute positively toward the community's cultural development? Do you
want your bank's name affiliated as a sponsor?
* A local corporation wishing to hire entertainment for its annual employee
awards banquet or holiday festivities. Will this group provide the dynamic
entertainment you need? Will it captivate your audience? Will your boss and
employees be delighted and clamor for more? Will like hiring this group be
a worthwhile investment?
* A local newspaper editor, who receives myriad photos, daily, from
community organizations. Is this photo unique and entertaining? Does it
stand out....or is it just another nice, choral group photo? Will it
attract readers and help sell a story? Will it get the reporter a byline?
With AC&C two weeks away, there's time to brainstorm about your chorus
image. What do you want your chorus photo to convey? How do you wish to
look? Don't wait until you get into the photography room to decide...plan
it now.
Take a look at the current Key-Note to see a variety of shots. Of course,
we love 'em, so at first blush, all the choruses look good. But, after
you've gotten over that first impression..
For some examples of really great online photos, just click on these:
http://www.montreal
http://www.soundsof
This isn't just about pretty poses...it's about emoting. It's not
about smiling...it'
No matter whether your chorus is large or small...it's all what's 'inside'
that counts!
Good luck to all at AC&C!
Chris Kuntz
Area 2 Marketing/PR Coordinator
This page was updated on 04/03/2009