PROPOSAL
PREPARED FOR
FIRST & FOREMOST...
Thank you for the opportunity to help tell Ars Lyrica's story in a new way.
Who We Are
Padrón & Co. was founded in 2017 as Padrón Design Studio by a couple very much in love with Houston and each other.
Our team now helps nonprofits reach new heights and new audiences using:
- Visual storytelling driven by real user experience data
- Competitor research to ensure best placement and positioning
- Every technology available to make your efforts go further
- Leveraging our community of clients who love to collaborate for the betterment of Houston
OUR MOTTO:
"Design is Empathy; Empathy by Design"
To create the best work possible, we believe it is our duty to consider everyone who would be interacting with the final product, from the client to their employees to the end user or viewer.
Truly great design, great marketing, and great service are always continual exercises in empathy.
We have spent seven years perfecting our company structure. We have hired the best local talent for the needs of our clients. We don’t offer any specialized services we couldn’t complete with our in-house staff, ensuring quality and cost-effectiveness, and giving us the freedom to work with the clients we love.
Proudly based out of the Lyric Tower in Downtown Houston, TX.
Clients, Past & Present
We are so very proud to be defined by the company we keep. With over 20 active clients at any time, we found our niche in ongoing marketing support services for nonprofits. You’ll recognize many members of the Houston Theatre District as well as other performing arts companies in Houston.
AAMA (The Association for the Advancement of Mexican Americans)
Alley Theatre
Alliance for Aging
Apollo Chamber Players
Arts District Houston
Asia Society of Texas
Avenue CDC
Buffalo Soldiers National Museum
Care for Elders
East End Improvement Corp.
East End Cultural Arts District
Evelyn Rubenstein Jewish Community Center
Exchange Club of Conroe
Families in Nature
First Christian School
First Service Credit Union
Fort Bend County Links
Fresh Arts
Gilbert and Sullivan Society of Houston
Glenwood Cemetery
Good Reason Houston
Houston Center for Contemporary Craft
Houston Contemporary Dance Company
HDMA (Houston Digital Marketing Association)
Houston Exponential
Houston Grand Opera
Houston Jewish Community Foundation
Houston Loves Teachers Initiative
Houston Recovery Homes
iNDIEFLIX Foundation
Japan America Society DFW
LifeGift Organ Donation
Midtown Houston
Midtown Cultural Arts District
Medical Benevolence Foundation
Opera in the Heights
Plan A Health Clinics
Planned Parenthood
River Oaks Chamber Orchestra (ROCO)
Society for the Performing Arts
Space Center Houston
SpringSpirit
Station Houston
The Powell Foundation
Quality of Place Conservancy
Women’s Resource of Greater Houston
Undies for Everyone
Workshop Houston
Baker Training Institute
Café Poetes
Codistas IT Services
Dini Spheris
Donna Mark Designs
EAC Consulting
Everest Foot and Ankle
Friedkin Group
Goose Creek Creamery
HMT Tank
Institute of Contemporary Dance in Houston
Kayva Rose Event Management
Kindred Cares
Link Crude Resources
Link Data Services
Milstead Glass
Mindful Refocus Coaching
New Canaan Farms
Reading Lounge Café
Revel Technology
Sesh Coworking
Shining Star Stichery
Southern Yankee Beer Co.
Southern Yankee Crafthouse
Sweat Heaven
TBS Fitness Events
The CFO Element
The Great Connections
Towerwood Farms
Ultraflote
Vaughn Construction
VineSleuth
William Harris Lee & Co. Fine Instruments
Wells Abbott Showrooms
Wells Textiles
Wells Warehouse
Wilkenfeld Speech Pathologists
Board Wizards
Core Simulations
DermaVision
EDM Facilities
Forestage XR
Generosity Culture
Houston VR
iNDIEFLIX
infoFluency
Koda Healthcare
Luminare Med
Major Decision
March Biosciences
Phase Scheduling App
P97 Networks
SAF-T Vest Solutions
Scoop Health
Simple Flood Control
TrackIt App
Treehouse App
TrueGrid Pavers
Unleashed Generosity
Z3VR
Your Leadership Team
Organizational Chart
Our team is broken up into content and creative departments with daily overlap and collaboration.
Daryl oversees all content creation, such as social media writing, blog and website content, press releases, and general copyediting. She would also oversee much of the marketing research and strategy.
While Gracie oversees all creative and strategic planning, Minhthy ensures all projects are entered into our system, completed on time, and run smoothly.
Contents of Our Marketing Plans
Creating a marketing plan for Ars Lyrica involves several strategic steps to attract visitors, enhance community engagement, and increase visibility. Here’s a breakdown of our marketing plans tailored to your organization.
- Standard SWOT Analysis
- Identify Target Audience:
- Classical Music Enthusiasts: Individuals who appreciate and regularly attend classical and baroque music performances.
- Cultural Patrons: Supporters of the arts, including museum-goers, theater attendees, and members of cultural institutions.
- Educators & Students: Music teachers, students, and academics with an interest in historical music practices.
- General Public: Broader community members who might be interested in unique cultural experiences.
- Competitive Analysis:
- Identify key “competitors” in the Houston area, such as other classical music organizations, and analyze their marketing strategies.
- Highlight Ars Lyrica’s unique focus on baroque music and historical instruments as a differentiator.
- Campaign Identity:
- Emphasize Ars Lyrica’s dedication to authentic baroque music performances using period instruments.
- Map out potential shifts to your digital visual identity that reflects the elegance and historical significance of baroque music, with a focus on typography and imagery reminiscent of the era.
- Messaging:
- Develop messaging that speaks to the authenticity, educational value, and emotional depth of baroque music.
- Website:
- Ensure the website is optimized for user experience with clear information about upcoming events, ticket purchasing, and educational resources.
- Include high-quality audio samples, videos of performances, and interviews with musicians.
- Social Media:
- Platforms: Focus on Facebook, Instagram, TikTok, LinkedIn, and YouTube to reach a diverse audience.
- Content Strategy:
- Identify shifts to regular content such as behind-the-scenes footage, musician spotlights, educational tidbits about baroque music, and event reminders.
- Use Instagram Stories and Reels for short, engaging content like instrument demonstrations or quick historical facts.
- Engage with followers through interactive content like polls, Q&A sessions with musicians, and live-streamed content.
- Email Marketing:
- Analyze and segment email lists to target different audience groups (e.g., general patrons, educators, past attendees).
- Leverage monthly newsletters to feature upcoming events, educational content, and exclusive behind-the-scenes insights identified by the plan.
- Search Engine Optimization (SEO):
- Optimize the website and content for relevant keywords like “baroque music in Houston,” “historical music performances,” and simply “fun night out.”
- Print Advertising:
- Analyze which publications would be worth still advertising in, such as local cultural magazines, newspapers, and concert programs.
- Adjust any existing visually striking posters and flyers or create new ones for specific campaigns for distribution in cultural hubs, music stores, and educational institutions.
- Public Relations:
- Manage the sending of press releases to local media outlets about upcoming performances, special events, and educational initiatives.
- Pitch stories to arts and culture writers about the significance of Baroque opera specifically and Ars Lyrica’s role in preserving it.
- Community Engagement:
- Continue to partner with local schools, universities, and cultural organizations for educational outreach programs.
- Host workshops, lectures, or open rehearsals to engage with the community and build interest.
- Event Promotion:
- Leverage partnerships with local cultural institutions to cross-promote events.
- Offer group discounts or special packages for schools, music clubs, and cultural groups.
- New Corporate Sponsorships:
- Identify unique partnerships with local businesses that align with Ars Lyrica’s mission, offering them visibility in event programs and on the website.
- New Cultural Partnerships:
- Collaborate with museums, historical societies, and other arts organizations to co-host events or offer joint memberships.
- Tracking & Measurement:
- Analyze current use of tools like Google Analytics, social media insights, and email marketing reports to track the performance of past campaigns and identify new tools to gauge impact.
- Regularly assess the success of various marketing efforts and outline how to adjust strategies based on new data.
- Audience Feedback:
- Collect feedback from attendees through post-show surveys, social media polls, and post-event emails to understand their experience and preferences.
- Budget Planning:
- Allocate funds to both digital and traditional marketing channels, with a focus on high-impact, cost-effective strategies.
- Consider setting aside a portion of the budget for experimental marketing tactics (e.g., influencer partnerships, viral campaigns).
- Resource Management:
- Determine the internal and external resources needed to execute the plan. We are unique positioned to help with this.
- Audience Development:
- Focus on building a long-term relationship with the audience through consistent engagement and exclusive member content.
- Future Planning:
- Regularly revisit and revise the marketing plan based on new trends, audience insights, and the evolving cultural landscape in Houston.
Ongoing Marketing Support
Though research is necessary to outline all goals and possibilities, we can offer some standard industry suggestions and expectations.
Video Storytelling
Shift Audiences
Focus on Reach
Past Clients
It has been our pleasure to work on a variety of marketing campaigns for our clients as part of their full-service retainers. Some businesses have come to us exclusively for social media support or marketing plans and grown their retainer from there. The following case studies are meant to illustrate a variety of skills.
CASE STUDY
Buffalo Soldiers National Museum Ongoing Marketing Support
It is our sincere pleasure to continually manage the Buffalo Soldiers National Museum social media, email, capital campaigns, and exhibitions for four years now. We are helping them coordinate their interior in the next year.
As part of our ongoing retainer, we have helped them secure TV broadcasts in over 80+ markets, helped bring social media influencers to their events, gotten them featured on podcasts, facilitated collaborations with other major partners in the Houston area, such as Space Center, etc. We have also supported them on capital campaigns as part of our retainer and helped raise over $6 million in two years to redo their entire exhibition space.
We are currently helping make their facility and marketing efforts friendlier to the Hispanic market, which is currently the fastest-growing market in Houston.
Their viral history posts, written, scheduled, and managed by us, have also helped increase their followers dramatically in a very short time. We helped fan the flames with direct engagement and paid advertising push once the algorithm had given it favorable placement, allowing them to reach over 1.5 million people across the world in just two posts.
CASE STUDY
East End Houston Mural Short-Term Tourism Campaign
East End Houston’s Cultural District reached out to us for a full marketing plan and campaign surrounding their 2-mile mural project. We helped them create and distribute a series of bilingual social media videos. We created custom landing pages on their website with interactive maps leading to each mural and a page per artist, translated in English and Spanish.
The social media posts reached an engagement record for them, spiked their website visits, and drove email signups and visits to the murals. No paid ads were used for this campaign. It was completely organic, utilizing video content and consistency for reach.
The plan extended beyond social media. We helped outline possible partnerships, interactive elements throughout Houston, walking tours of their artwork, corporate funding opportunities, and more. The plan is still in execution and will continue with a full scale digital scavenger hunt in October to draw visitors to the art as well as the businesses surrounding them for a uniquely profitable partnership.
Our job is also to gather as much data as possible to show that the funds were correctly allocated, as well as the capacity for further engagement with more grant money.
CASE STUDY
Houston Saengerbund Rebrand and Guerilla Marketing Launch
Rebrand of a 140-Year-Old Organization
Here’s a sneak peak to what we’ve been quietly working on for Houston Saengerbund. We recently completely a full rebrand of Saengurbund to bring the joy of German music and language to everyone in Houston. We worked closely with their Board to develop the “Gemütlichkeit” brand launch, meant to capture the warmth and acceptance felt when visiting grandmother’s house. There is no direct translation for the word and we immediately loved it!
We got members of their board to record themselves saying the word, then converted the visual soundwave into a series of shapes to form their new logo and brand identity, launching in October. Just as every member of their choir is a diverse individual gathered to represent and champion a certain form of music, every shape was meant to be different and quirky but overall an actively contributing part of the brand identity.
The Marketing Plan
As part of our work, we outlined a full guerilla marketing plan for Saengerbund. This included interactive parts throughout Houston, like mapping out every location they had ever met. For places where the locations are now parking lots in Downtown, we’re working with local mural artists to help commemorate the new history and new brand. And, we’ve negotiated a lecture series with Glenwood Cemetery where a great number of the founding members were buried to educate the public on Saengerbund’s history, given at the new Center for Glenwood.
We will be doing a joint launch of their website, brand, and marketing plan in October 2024, if it follows the schedule.
In the future, their new website will allow Houston at large to add their own photography and memorabilia to create a deeply connected online community that displays the deep roots of Saengerbund as more than just “a drinking group with a singing problem.”
A Support System, Not Just a Plan
Though all great strategies begin with a great integrated marketing plan, it is also our pleasure to help you execute this plan. We manage your PR efforts, build out website landing pages, make brand positioning adjustments, create and manage social media engagement campaigns, and more!
A single piece of marketing will not create systematic change. To drive great impact, you need a coordinated effort that understands all key touchpoints for your target audience.
Pricing Model
We offer a variety of pricing options: fixed retainers, hourly as-needed, and project rates. We pride ourselves on offering the services and expertise of ten people for less than the price of hiring a single employee. For many Houston nonprofits, this is a saving grace.
Full Marketing Plans
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For large community initiatives
On-Going Retainers
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Less than the cost of hiring a single, full-time employee
Misc. Hourly Support
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Any & all out of scope items
Ad spend is not included in the cost of our retainers, nor are the costs of printing or photography.
Cost Estimates By Misc. Task
Don’t want a full retainer or marketing plan but would like some additional support for your team in the future, here’s a cost breakdown of miscellaneous tasks we’ve been able to help clients like you execute.
Social Media Content Calendar Creation, Graphics, and Scheduling
A month of content, including video editing. We would connect our scheduling accounts to yours so all expenses are included.
- 2 times/week – $2,000/month
- 2-3 times/week – $3,000/month
- 3-4 times/week – $4,000/month
- 4-5 times/week – $5,000/month
- 5-6 times/week – $5,500/month
- 6-7 times/week – $6,000/month
Interactive Fundraiser or Campaign Website, Creation & Maintenance
We help write the content, plan out the site map, design the look and feel, and develop the code for the site. We also train your team to manage it yourselves. Many factors go into play here, like whether you require an online store or specific integrations but this is fairly accurate.
- 1-2 page site – $3,500*
- 5 page site – $6,000
- 10 page site – $8,000
- 20 page site – $12,000
- 30 page site – $15,000
Impact Reports, Annual Reports & Data Visualization Needs
Depending on complexity of design, assuming some existing branding.
- 4 pages – $1,500
- 8 pages – $2,000
- 12 pages – $2,500
- 16 pages – $3,000
- 20 pages – $3,500
- 24 pages – $4,000
- 28 pages – $4,500
- 32 pages – $5,000+
Campaign Branding
Logo design, colors, fonts, and more. Higher rates include providing all files and a full brand book with usage examples and some templates for flyers, social, etc.
- Approximately $3,000-$5,000 depending on complexity
On-Call Graphic Design
These are all charged hourly, not as part of a fixed project, but we can estimate how much time it would take.
- Posters – $250-500
- Flyer Template Series – $1,000-$2,000
- Social media templates, no content writing – $300-$800
References
Desmond Bertrand-Pitts
Executive Director
Buffalo Soldiers National Museum
desmond@buffalosoldiersmuseum.org
832-287-5717
Marci Dallas
Cultural District Director
East End Cultural Arts District
culture@eastendhouston.com
713-928-9916
Rodney Thorin
President
Houston Saengerbund
president@houstonsaengerbund.org
832-723-0740
Let's Work Together!
It would be our sincere pleasure to work with the Ars Lyrica to advocate, promote, and help enhance Houston’s cultural landscape. You’ve gotten to know how we work. Now, let’s continue the journey.
Padrón & Co. is a leading creative, marketing, and digital communications agency that helps nonprofits and small businesses make meaningful connections and further their missions.
