Region 21 Golden West

In the southwestern United States, Region 21 serves as a cornerstone to Sweet Adelines International, a worldwide organization that exists to advance the musical art form of barbershop harmony through education and performance.

With 16 active choruses and several new choruses in the formation process, Region 21 is known for vibrant, competitive choruses that boast the highest levels of musical excellence and dynamic, award-winning quartets. Region 21 represents choruses in New Mexico, Arizona, Southern California and Hawaii. The region hosts annual competitions for choruses and quartets, education events, workshops, coaching and much more.

SECTORS

Barbershop, Choral

Performing Arts

Nonprofit, Education

PRIMARY LEADERS

Claudia Cannon, Region 21
Jenna Moore, Iron Owl Creative

ENGAGEMENT

Fractional CMO, 6 months

AREAS OF FOCUS

Brand Refresh
Creative Direction
Positioning / Content Development
Web Presence
Social Media
Membership Resource Strategy

ACCOMPLISHMENTS

BRAND

Ideation and execution of a refreshed brand presence with multipole brand expressions designed to easily cascade throughout a regional organization.

DIGITAL PRESENCE

Content strategy, creative guidance and project oversight of a refreshed website on a new CMS supporting online registration and e-commerce requirements.

MEMBERSHIP

Recommendations, testing and execution of a multi-tiered, password protected online offering of member resources, content and digital tools.

SCOPE & WORK

Singing, Ringing Harmony Across Four States

Region 21 engaged Nicknox Communications to guide a brand clarification and refresh exercise and develop a new digital presence. In this capacity, Nicknox oversaw vendor selection, technical requirements, message strategy, content architecture, creative direction and copywriting.

Reimagined Web Presence

Region 21 Golden West needed to migrate their website to a new content management system. The site featured a reimagined content architecture, and a gated members-only section. The site showcases current, dynamic imagery that reflects their recently refreshed brand. The look was inspired by retro Palm Springs resorts and nightclubs.

R21 Event Recaps

Region 21 Golden West event recaps are fun, social-media friendly video recaps of annual regional contest and convention as well summer seminar. These videos offer an engaging, behind the scenes look at what to expect at regional contest and educational events.

Member Portal

The most robust content strategy for Region 21 Golden West's website lives behind a gated membership log in. With twelve categories to support competition, music education and membership needs, Region 21 needed a point of entry that was simple and user-friendly to engage members at all levels of tech-savviness. Additionally, the site needed to support multiple types of event and membership registration and region interactions. Nicknox collaborated with Iron Owl Creative to define requirements and develop simple, engaging content architecture.

Event Communication Strategy

With multiple annual events that include multi-day schedules and registration tiers, developing a simplified, at-a-glance format to support event content strategy was essential. Nicknox partnered with Iron Owl Creative to create a brand-centric, fun format that easily accommodated often complex and nuanced details in an effective and engaging format supporting singers across four states.

Regional YouTube Channel

Region 21 had five years of backlogged of chorus and quartet videos that needed to be audited, edited and made accessible to membership. Nicknox partnered with the region to categorize and update their YouTube channel, defining categories, descriptions and #hashtag standards in the process.

Case Studies

An occasional contributor to the Region 21 Golden West member blog, Nicknox developed a case study showcasing recent success within the San Diego Chorus in the area of new Member Recruiting. A simple takeaway card with QR code led event attendees into the content, which also resides permanently on the blog. The Case Study is rich with checklists, process maps, audience segmentation and links to access actual marketing resources with imagery and copy.

Feature Articles & Content Creation

One of the most valuable ways that Region 21 Golden West supports it's members across four states is by serving as a hub of news and resources. When San Diego-based quartet SoloVoce was named regional 2023 Quartet Champion, they began preparing to compete on the International stage. A feature article and video offered insight into the quartet's members, process and journey to the representing Region 21.