Masters of Harmony

The Masters of Harmony began in 1985 as the Foothill Cities Chapter of the Society for the Preservation and Encouragement of Barbershop Quartet Singing in America (SPEBSQSA), and for the past 35 years the chorus has been dedicated to the pursuit of musical excellence. Today, the musical ensemble is the performance and competition chorus of the Greater Los Angeles, California Chapter of the Barbershop Harmony Society (BHS).

SECTORS

Barbershop, Choral

Performing Arts, Entertainment

Nonprofit

PRIMARY LEADERS

Craig Hughes, President
Joseph D'Amaro, VP Marketing

ENGAGEMENT

Fractional CMO, 6 months

AREAS OF FOCUS

Event Marketing
Positioning
Message Strategy
Campaign Planning

ACCOMPLISHMENTS

CAMPAIGN PLANNING

Partnered with Masters of Harmony to develop multi-channel marketing campaigns in support of shows.

CREATIVE DEVELOPMENT

Creative direction and development of multiple show treatments and cascading to a collection of multimedia assets.

DIGITAL PROGRAM

Content creation and guidance to help Masters of Harmony transition from traditional to digital programs.

SCOPE & WORK

More About the Masters of Harmony

Masters of Harmony engaged Nicknox Communications on a special performance project. In this capacity, Nicknox developed creative and positioning for an upcoming show and developed a marketing campaign to promote the event, which was a fundraiser to support Southern California singers participating in the Normandy Freedom Chorus to perform at the 80th anniversary of D-Day. The campaign encompassed, web, email, community connections and paid / organic social media. Additionally, Nicknox guided the organization in transitioning from a traditional to digital program format.

Show Concepts & Finalized Looks

Masters of Harmony was looking to refresh the look of marketing materials for chorus shows and events. Nicknox partnered with their leadership team to develop high-impact creative concepts and promotional messaging in support of show themes.

Social Campaigns

Once a show theme was finalized, Nicknox partnered with Masters of Harmony to create a full schedule of social content that included show-specific profile and timeline images and posts. The campaign highlight was a promotional video the chorus boosted and also used as paid digital advertising content.

Email Marketing

Creation, copywriting and setup of multi-touch email marketing campaigns proved to be an important facet of event marketing for Masters of Harmony. Simple and dynamic graphics with clear messaging prompted high open and click-through rates.

Web Assets

Suggested wireframes that incorporated the look and theme of each show ensured a consistent web presence. Individual graphic elements from the marketing campaign and strong messaging supported a consistent experience that functioned within Masters of Harmony's web framework. Additional content and imagery was cascaded to a third-party ticket site as a finishing touch.

Digital Program

Masters of Harmony wanted to make a shift away from traditional paper programs toward a device-friendly digital format. In partnership with the chorus's existing web team, Nicknox developed imagery and content architecture to support a responsive, user-friendly digital program. The chorus was able to reduce costs by introducing a 1/3 sheet takeaway at the event that invited guests to access the program via QR Code.

Campaign Summary

Providing a visual summary equipped Masters of Harmony's leadership team with a roadmap of campaign assets and unified language around the array of marketing elements.