With a staff of eight marketers and two public relations specialists, the Baltimore Symphony Orchestra uses the Vocus PR Suite to promote more than 50 events every season, attracting nearly 300,000 patrons annually.
As well as generating regular coverage in the region’s biggest media outlets through PR, the BSO’s integrated communications strategy also includes traditional advertising (print, radio, TV, online), direct mail, robust email campaigns and dynamic content on their social media platforms.
“Our previous software, managed in-house by our small PR staff, could not keep pace with our rapidly-growing media database,” says PR manager Laura Farmer. “We searched for an alternative and settled on Vocus.”
“We wanted to use our time to craft great pitches and creative stories and stunts, not to search for contacts or worry about distribution. We knew we were missing niche media that reached very specific markets of individuals interested in some of our more unique programs.”
Building media lists used to take the team several days. Now, it takes them minutes.
“When we first got Vocus, I asked for a targeted list from my colleague,” says Laura. “Moments later she brought the list to me and said, “What else can I help you with?” That was when I realized just how much easier Vocus would make my job.”
“Now, we take full advantage of Vocus’ targeted list-building options, online news release distribution, and its media database of personalities and outlets. It saves valuable staff time to let Vocus maintain this constantly changing database.”
The ability to build targeted media lists to promote a diverse range of concerts – everything from Mozart to Michael Jackson – has delivered the BSO extra visibility in hard-to-reach niche markets. It also helps them generate more coverage in mainstream media including national online publications, news sites, blogs and digital platforms.
They’ve also seen a broader array of media pick up on their announcements, thanks to online press releases and access to members of the media beyond their “usual suspects.”
“Being able to access media more easily – and save time on the tedious tasks – lets us devote more time to sharing the BSO story,” says Laura. “Vocus is now the bridge between the public and awareness of the BSO’s many inspiring programs. With our increasing visibility and awareness, the BSO’s future is bright!”
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