Cantus
About
Cantus is committed to inspiring audiences with music performed at the highest level. Acclaimed as “the premier men’s vocal ensemble in the United States” by Fanfare magazine, the nine members of Cantus are renowned for adventurous programming that spans many periods and genres and includes work commissioned for the group.
Marketing Initiative
Cantus’ two-year marketing plan focuses on learning more about, and building loyalty among, its core audience members; marketing a more consistent and complete concert season; convert attendees to All is Calm to Cantus concert attendees; and increasing the visibility of Cantus locally.
Highlights, 2010-11
Cantus identified three audience segments and gave them the names of “Harriets,” “Calhouns,” and “Isles” after the Minneapolis lakes with which each segment is associated. During the first year, Cantus focused on building its relationship with “Harriets”—the core audience for Cantus. “Harriets” are aged 55+, white, socially active, culturally curious individuals. Advance ticket packages and neighborhood concert venues appeal to this group. During year one, Cantus added a fourth concert program to its season, made its venues more consistent and added a non-sacred space for audience members not interested in hearing the ensemble in a church. In addition, Cantus created updated its brand statement, overhauled its website and all graphic visuals and used a publicist to ensure concert reviews. As a result, ticket revenue was increased by 54% over the 2009-2010 season.
Marketing Activities, Year Two
- Move Minneapolis venue to the new Cowles Center and build Calhouns’ attendance to this event
- Use advertising dollars for ad buys in other performing arts programs (through Arts & Custom Publishing) to reach other culturally curious
- Implement reserved seating in select venues to encourage early ticket purchases and improve audience experience.
- Implement database to begin planning for annual fund development.
