1	Branding your band …electronically ! Ron Boerger Contributing Editor, International Horn Society Association of Concert Bands National Conference - 29 Apr 2004 Copyright © 2004 Ron Boerger Made available to ACB members with the permission of the author.
2	The problem You want to expand knowledge of your band You are competing with other groups in your area for mindshare, time, funds, etc. You probably don’t have the resources to put towards this area that other, better-funded, groups do
3	So you try … Working with the local media Traditional print advertising Posters, flyers, mailings, and so forth These are all expensive, time-consuming ways to reach your potential public. It’s rare that you can stand out, or even hold your own, given the number of more established groups - especially in metropolitan areas
4	One solution The Internet! You decide what information to publish You can often get a local service provider to donate services in return for recognition in your programs, etc. More often than not, there’s someone in your band who can probably help establish a site Tools exist that help you create content-rich sites without having to be a programmer Generally the most inexpensive way to reach a large number of people
5	Web page Every group should have a web page You can create basic web sites at sites such as America Online, Geocities, etc. These are good for first-timers but are somewhat limited Plenty of tools to create websites – more flexibility and control, but you have to learn the software Microsoft FrontPage / Publisher Macromedia Dreamweaver Some online services allow “easy web page building” for a monthly fee (Earthlink, others) – thanks to Tony Walker for this tip! Great way to get someone more involved in your band – young people know a lot about web pages
6	Web page tips Don’t try to be too fancy, especially at first Limit the bells and whistles. Those sounds and animated graphics, cute the first few times you visit a site, get annoying after that. Put a hook on your front page to encourage people to come hear you – e.g. when and where is your next concert? What are you playing? Any special guest artists? Keep it up-to-date! Having a web page that talks about last year probably doesn’t tell a story you want people to hear More than one person needs to have the account specifics (password, account name, etc.) Too much information is almost as bad as too little
7	More web page tips Web “URLs” are how people find you URL should help people find you – and be related to the name of your band Try to avoid “personal” URLs, which will change with time. For example: http://www.io.com/~rboerger/ASB.html ← too long http://www.io.com/asb/ ← better, but not portable http://www.asband.org/ ← best and portable, but domains are somewhat complex for first-time web creators. You can usually get help from your service provider, especially if local Most short names are taken by now. You can check “domain names” at www.netsol.com , etc. A number of services exist which can “redirect” visitors to your site if your name is hard to remember http://listen.to/myband
8	Web Domain names Many groups eventually create their own domain name Portable Reflects positively on the organization Inexpensive (~$20/year) Usually descriptive and end with “.org” Org = “non-profit organization” Can also choose “.com,” “.net” among others The name you choose is important www.cityofharklesburycommunityband.org , or www.cohcband.org ? If someone else hasn’t already taken the domain you want, you can reserve it find someone experienced to help you Once you get a domain name, be sure to keep it !
9	Even more web page tips Have a logo? It goes on your web page, too. A few photos can help show the human side of your band. With digital cameras, it’s easy to upload pictures to the web Once you have a web site, the URL needs to go on ALL of your publicity. Written, electronic, even radio. You need to submit your new site to places like Yahoo! and other web directories “meta” tags will help “spiders” to properly categorize your site And, of course, you want to be listed in the “community-music” directory (more on that later)
10	… and MORE web page tips People should also be able to find your web site from other places on the web Ask other groups in your area if they will provide a link to your site. You’ll probably have to return the favor. Colleges, schools, classical radio stations, newspapers, etc. should all be happy to give you a link Make sure you submit your events to places in your area that maintain on-line arts calendars. Don’t forget to include your web page in the release!
11	Sound files Sound files are a great way to expose visitors to your music. If you have a CD of a performance, it’s relatively simple to create an “MP3” file that can be uploaded to your site and played by visitors. However … Sound files can be large; you are often limited on space, AND Legally speaking, placing a complete recording of a work on a website requires a “mechanical rights” license, obtainable for a fee from the Harry Fox Agency. Don’t want to hassle with that? You can either Contact the publisher to secure rights – many of the smaller houses are happy to grant you these rights at no cost, or in return for a link Use short excerpts rather than the entire work, which is normally OK. If you pay “ringers,” they may not like you using a recording of them without some sort of compensation
12	Electronic publicity An electronic mailing list is a great way to send information about your band to interested parties – and it’s cheap Start with your local media (assuming they have e-mail). Provide a means for people to sign up at concerts and band events; also a good thing to have on your web site Who else to ask? Local band directors, private lesson instructors, those connected to the arts are good choices Don’t “SPAM” – only send information to people who have asked you to send them information Send “enough” info, not “too much” Give people an easy way to “unsubscribe;” honor their wishes MAKE SURE YOUR LIST IS “ONE WAY” or “MODERATED.”
13	E-mail list providers Yahoo!Groups (groups.yahoo.com) Free, but you have ads and sometimes spam to deal with SmartGroups (www.smartgroups.com) Sort of a Yahoo!Groups lite Some service providers have their own “listserv” or “majordomo” list services often better – spammers don’t hit them and you may have more control of options Can be less “user friendly” “Do it yourself” – only for the brave and experienced, but can offer the maximum control and security
14	Electronic fundraising If you have 501-(c)-3 status, you can actually give people the ability to make credit card donations on-line www.guidestar.org allows you to provide financial information about your group (if you file with the IRS, some basic information, including copies of your 990s, is already here) www.networkforgood.org allows you to solicit donations for a small (3%) fee Guidestar is free; other than the 3%, so is Networkforgood You’re probably not going to get much money from these, but it’s nice when someone calls and asks if they can make a donation using a credit card. It also normally reflects positively on your group There are other services available which can offer more advanced features (ticket sales, etc.), and there’s always PayPal
15	Considerations Do you want complete editorial control over what is published? This ensures that you see what will be published before it gets there, but can be seen as stifling, bureaucratic, … Logistically, how will you handle this? Choosing the “right” person to do the website will make a huge difference over time Who has access to change your website? Only one person = recipe for disaster Too many people = too many cooks Good to have a primary and backup, so that changes will survive a person leaving the group, going on vacation, etc. In the worst case, your service provider can help you change who can access the site (by changing the password)
16	Aargh! Where do I start?? Find some volunteers willing to work on a web site (or work with local providers to get a site created) There are any number of books available to help create basic web sites, if you can’t find someone, or just want to learn Decide what you want before you begin to create your pages. A web site should have, at a minimum, basic information about your ensemble, contact information for your group (for both prospective audience members AND musicians) and a schedule of events Start simple – add features as you go The ACB website (www.acbands.org) offers a set of guidelines on creating your site. There are no absolute “right” or “wrong” things to put on your site – only opinions (like these!)
17	Where do I start (cont’d) a.k.a. “Now a word from our sponsor” The “community-music” mailing list is the web’s only electronic mailing list devoted to community band communication: http://boerger.org/c-m/ You can get to literally hundreds of other band web sites and see what others have done. This is a great forum for asking questions about any sort of community band topic, including web questions Best of all, it’s free! Over 1,000 community groups & websites available This presentation will be available here in a few days
18	In closing … Unlike any other outlet, the Internet allows you to reach your audience in the way you see fit. The only limits are your creativity and the time you have to put into the project.
19	Thanks to … Jonell Lindholm (co-moderator of the community-music e-mail list) and David Jones (webmaster, trumpet for the Austin Symphonic Band) for their comments on draft versions Harvey McIntrye for the invitation to present this information in Hot Springs Richard Floyd, music director and conductor of the Austin Symphonic Band, for all his encouragement and friendship over the years My wonderful wife, Leslie, for putting up with me when I spend time working on presentations instead of working on the yard J