Overview

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Overview
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Divas Wanted

• The biggest, most exciting, image-enhancing
  membership marketing plan developed by Sweet
  Adelines International
• Supported by a multitude of professional,
  integrated, and very easy-to-use marketing tools
• Includes a step-by-step guide for creating a
  successful membership recruitment program
• At the same time, the program is totally flexible
  and customizable to fit your chorus needs and
  interests
• Launched in Summer 2005

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DIVA

• Stands for Dynamic, Inspiring, Vocal Artist
• Diva is a hot button and the term is everywhere
• Young women want to be divas
• Older women want to be divas
• Diva encapsulates the fabulous performer thats
  within each of us

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Divas Wanted Campaign Benefits

• Gives you a hook and image that will appeal to a
  wide demographic
• Will help you attract prospective members
• Will help you guide prospects through the joining
  process
• Will contribute to the building of Sweet Adelines
  as a recognizable, contemporary, aspirational
  brand
• Will promote a cohesive identity and unifying
  Sweet Adelines International brand with Divas
  Wanted graphics and theme utilized by all
  choruses
• By each Sweet Adelines chorus using similar
  graphics, it generates brand power and enhances
  the exposure of the Sweet Adelines International
  name

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Campaign Tools

• Multimedia presentation CDs the best business
  card
• About us
• Member Testimonials
• Resources
• Articles
• Video
• Find a Chorus

• Each chorus received free copies additional CDs
  available from International Sales for 1.75 each

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Campaign Tools

• Step-by-step instructions in a newly revised,
  simplified Members Count! Toolkit
• Think-Tank Retreat to establish growth goals,
  evaluate your musical product, dream and plan
• Develop marketing plan
• Preparing for guests
• Free Vocal Lessons Plan
• Turning Guests Into Members
• Toolkit can be downloaded from the Web site at
  http//www.sweetadelineintl.org/toolkit.cfm

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Campaign Tools

• Divas Wanted Promotional decals are available
  through international sales.
• E-mail marketing support series from the
  Communications Department at Headquarters or
  downloadable on the Sweet Adelines International
  Web site
• Artwork templates and Divas Wanted graphics on
  CD-Rom, or downloadable on the Sweet Adelines
  International Web site
• Specially designed prospective member section of
  the Sweet Adelines International Web site

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Artwork Templates
Annual TV and Print Campaign Costs
and more!
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The Artwork is so simple to use --
On flyers
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Road Signs
Annual TV and Print Campaign Costs
These Road Signs were 135.50 for 50 signs. Go
to 50signs.com for more info.
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Post Cards
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Business Cards
Car Magnets
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Big Bonuses

• National advertising
• New landing page on the International Web site
  where prospects can get the multimedia CDs for
  free and find a nearby chorus
• Visitors who opt-in are referred to the regional
  MMC who, in turn, informs local choruses of
  potential guests

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Big Bonuses

• Bulletin Board to share ideas and chat at
  www.divadialogues.com
• Divas Wanted merchandise

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Big Bonuses
Divas Wanted Merchandise
examples from one site, www.cafepress.com
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Why Grow Your Chorus?

• If your chorus is not growing, it is shrinking
  due to attrition (the international membership is
  losing 2.3 annually)
• Members leave for many reasons and must be
  replaced with others
• Growth means more volunteers to run the chorus
• More members means more funds
• A growing chorus is more stable
• More voices on the stage can mean an improved
  musical product
• A better musical product can lead to more
  prospective members
• Ensures the continuation of the international
  organization and the future of barbershop music
• No organization can afford to stand still

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One Marketing Approach

• Advertise the Free Digital Multimedia mini-CDs
• Prospect responds you send her the CD along with
  a voucher for Free Vocal Lessons (or Free Vocal
  Coaching)
• E-mail Jane Hanson at International to add
  prospects name to the SING eZine,
  (jane_at_sweetadelineintl.org)
• Free Vocal Lessons (or Vocal Coaching)
• Free Four-Week Trial Membership in your chorus
• Guest learns about the chorus and organization,
  builds rapport with members . . . and is hooked
• Guest joins your chorus!

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The Buzz What Members are Saying

• We started your Divas Wanted Campaign in early
  August and it seems like a cloudburst of
  prospects.
• We have been trying to recruit for years but
  never had a plan as good as this.
• When I say I love the new stuff and pretty much
  everything, Im speaking not just as a member of
  Sweet Adelines, but as a professional designer at
  an ad agency.
• We may just win another membership growth award
  for this fiscal year, thanks to the Divas Wanted
  program.
• We are having a blast with the Diva program. We
  have Divas everywhere, as well as a
  Diva-Of-The-Month.

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The Buzz What Members are Saying

• We love the Divas Wanted campaign and have used
  the logo design on many of our marketing
  brochures.
• Thank you so much for this Divas Wanted program!
  It is a Godsend! From the prospect lists, we have
  a total of 30 women that I did not know about
  until the Divas Wanted program. I appreciate
  everyones efforts to help this wonderful
  organization grow.
• I thought I should share our great success with
  the Divas campaign. Our end result was that we
  had 15 ladies who came out for four weeks, and
  after that we gained 7 enthusiastic members who
  are looking forward to their first public
  performance.
• Divas Wanted is a very positive, eye and ear
  catching campaign.

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The Buzz What Members are Saying

• We just had a regional weekend and I showed the
  contents of the mini-CD on a big screen. They
  actually applauded at the end!  What a fantastic
  product! Thank you for giving us the tools to
  share our enthusiasm for barbershop harmony.
• Monday, will be our third voice lesson of the
  Divas Wanted campaign. Not only are our guests
  learning and having fun, but our chorus members
  are also. Thank you Sweet Adelines International
  for a great membership program.
• The Divas Wanted program is a great tool! We
  plan to charter in October and what a great way
  to start as a new chorus.

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Its Up to YOU!

• Dont leave it all up to the membership chair of
  your chorus
• Membership growth concerns EVERYONE!
• Membership growth benefits everyone, including
  YOU!
• The success of your chorus ensures the success of
  the international organization
• Without the international organization, the
  future for womens barbershop music looks unsure
• As a barbershopper you are responsible for the
  future of this musical art form
• You are a REPRESENTATIVE of your chorus wherever
  you go and whatever you do make sure you
  promote it
• Its up to you!

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Remember The Benefits of Membership

• The most comprehensive musical education
  available
• Exciting regional and international competitions
• Discounts on sheet music, CDs, DVDs, books,
  brochures and more
• Discounts on tickets for the International
  Education Symposium and the International
  Convention
• Publications including The Pitch Pipe magazine,
  the e-mailed SING eZine and other newsletters
• Affiliation with the prestigious Sweet Adelines
  International organization and the benefits of
  international recognition
• You are ensuring the preservation of barbershop
  for the next generation
• Intangibles of membership fun, friendship and
  harmony!

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Contacts

• Need help?
• Contact Jane Hanson, Marketing/Membership
  Coordinator
• jane_at_sweetadelineintl.org or 1.800.992.SING
• Contact Kelly Kirchhoff, Director of
  Communications
• kelly_at_sweetadelineintl.org or 1.800.992.SING