Go-to-market · proposed
Channels, cadence, communities, budget.
A performing-arts marketing plan: owned channels, cadence, amplifier communities and budget share, sequenced against the capital phases. All times, shares and goals are proposed.
Marketing share of earned revenue
10%
Channels active
10
Owned plus earned share
60%+
Paid cap on any channel
30%
The reference deck cites a performing-arts benchmark of roughly 8 to 12 percent of earned revenue for marketing and models the midpoint. Benchmark source should be confirmed before external use.
Channel mix
Budget shares sum to 100% of the marketing line.
| Channel | Cadence | Best times | Formats | Goal | Share |
|---|---|---|---|---|---|
Instagram Co-post with artists to inherit reach. | 5 per week | Tue/Thu 8-9pm ET, Sun 11am-1pm ET | Reels, carousels, daily stories | Discovery and pre-saves | 26% |
YouTube channel Library becomes the streaming product. | 1 long-form + 3 Shorts weekly | Fri 6pm ET; Wed/Sun 9pm ET | Concerts, interviews, lectures | Streaming conversion | 18% |
LinkedIn Authored by leadership, not marketing. | 2 per week | Tue 9-10am, Thu noon ET | Leadership articles, partnership posts | Institutional and partner cultivation | 8% |
Facebook Temple pages cross-share. | 3 per week | Wed 7-9pm, Sat 10am-noon ET | Event pages, albums, live notices | Families and 45+ audience | 10% |
WhatsApp partner broadcasts Opt-in partner lists only. | Biweekly per partner | Weekend mornings ET | Pre-sale codes, vertical posters | First-week sell-through | 3% |
X Carnatic critics organize here. | 3 per week; daily during artist weeks | Tue-Thu 11am ET | Threads, live commentary | Critic and sabha community | 5% |
TikTok Funnel to extracurricular classes. | 4 per week | Tue/Thu 7-9pm ET | Backstage, class moments | Class enrollment | 9% |
Email newsletter Segment donors, buyers, families. | Weekly in season | Tue 7am ET | Calendar, spotlights, stewardship | Subscriptions and stewardship | 4% |
Press and earned media Pitches are targets, not coverage. | Event-driven | Embargo lift Tue 6am ET | Releases, pitched features | Credibility | 6% |
Paid amplification Capped so paid never carries the brand. | Always-on with bursts | 4 to 1 weeks before shows | Boosted reels, pre-roll, audio | Geo-targeted ticket conversion | 11% |
Amplifier communities
Each community needs a named relationship owner. No relationships are implied.
Temple networks
WhyTrusted distribution and first-week sell-through.MoveNamed liaison per temple; pre-sale codes 48 hours early.
Sabhas and music circles
WhyDirect line to classical listeners and critics.MoveReciprocal announcements; a sabha-curated week each season.
Classical dance schools
WhyPipeline into classes and outdoor programming.MoveAnnual showcase weekend; referral tuition discount.
Professional and alumni associations
WhyCultural-philanthropy interest.MoveCo-hosted listening salons; named-seat campaign.
Yoga and wellness studios
WhyRetreat and dome audience.MoveCo-branded retreats with revenue share.
Hindu student associations
WhyRecruiting for proposed degree tracks.MoveCollegiate festival; campus representatives.
Foundation and CSR program officers
WhyMulti-year program sponsorship.MoveAnnual program-officer luncheon and impact report.
Cadence
- Y1 Q1Soft launch, channels stood up, class pre-enrollment.Owned and earned only
- Y1 Q2Classes open; partner network live.First paid bursts for classes
- Y1 Q3Studio opens; first recordings.Video and audio amplification
- Y1 Q4Season subscription; patron dinner save-the-date.Email and LinkedIn stewardship
- Y2Recital hall opens; inaugural residency.Full channel mix near 10%
- Y3Chair convocation; Nada Festival debut.Earned-media heavy
- Y4Streaming scale; touring partnerships.Video and audio dominate
- Y5Amphitheater and dome open.Co-marketed with secondary campaign