COLLABORATIVE RESEARCH

Transcription

1 MUSIC Compiled by Taylor Robles Jenn Bailey Barry Crider Christine Diaz

2 TABLE OF CONTENTS [1] CLIENT [2] SACRAMENTO STATE SYSTEM [3] AUDIENCE & DEMOGRAPHICS [4] COMPETITIVE AUDIT

3 [1] CLIENT

4 : Client Information Compiled by Taylor Robles Client: Music compiled by Taylor Robles DEPARTMENT OF MUSIC A fully accredited member of the National Association of Schools of Music (NASM) since 1964, the Department of Music offers the Bachelor of Music, Bachelor of Arts, and Master of Music degrees, as well as the teaching credential for the state of California. Students may also opt for programs which combine music with one or more other academic areas to pursue individualized educational goals. Welcome to the Department of Music, Department of Music Being a musician requires not only talent, desire, and lots of hard work; it also requires an environment in which you can develop your musical talents to their fullest. At the Department of Music at Sacramento State, we provide a supportive environment along with the thorough education you need to succeed. We offer the rigorous study of music associated with prestigious conservatories, with the added advantages of an outstanding liberal arts education and the amenities of a multifaceted university. With this comprehensive background, our graduates have gone on to extraordinary careers as performers, conductors, composers and teachers. Many have furthered their education through graduate study. Others have used their broad education as a springboard to careers in business and technology. About Our Music Programs, Department of Music Concentrations: Ensembles: Instrumental Concert Band Opera Education Marching Band Percussion Group Jazz Wind Ensemble Baroque Ensemble Management Orchestra Liberace Wind Quintet Keyboard Instrumental Jazz Sun Quartet Theory/Composition Vocal Jazz Voice Choirs As a part of the College of Arts and Letters, the final deliverables for the Department of Music should also reflect a cohesive system that remains consistent across all departments (i.e. system, choice of typeface, or use of color palette). Expectations: The CSUS Department of Music is looking for a new design campaign to promote their annual Festival of New American Music held at Sacramento State, November The featured composer this year will be Augusta Read Thomas, and the festival will include performances by Third Coast Percussion, pianist Geoffrey Burleson, jazz guitarist Mark Elf, the JACK Quartet, Guitarist Benjamin Verdery, the San Francisco Contemporary Music Players, and many more. The final deliverable for the client will be a double-sided, full color poster. Budget: The budget for the Department of Music is small, in that a majority of the funding is distributed to faculty and put towards the hosting of their major events, with whatever remains put towards promotional efforts. Profits come from ticket sales, donations from sponsors, donors, and alumni. Pricing: Ticket prices for events range from free admission to $30+ (depending on the event).

5 Client: Music compiled by Taylor Robles Current System: Strengths: Printed materials remain consistent with the choice of typeface, color palette, and size (i.e. ~ tri-fold mailers) Weaknesses: Webpage designs are inconsistent with their choice of color palette and typeface. There is no correlation between the printed materials and the websites, and the only unifier is the use of the Sacramento State logo. The Department of Music adheres to a consistent system in regards to their printed promotional material. A constant template is used across all printed posters, postcards, mailing brochures, and postcards. Online, each section within the Department of Music has a website of its own, and each of them is uses a different system. Target Audience: The target audience for the Department of Music includes: Sacramento State students and alumni, donors, sponsors, musicians/performers, as well as music enthusiasts in the general Sacramento area (see Audience Demographics for further information). Copy Writing: The Department of Music generally has a lot of information that is included on posters, brochures, and other printed materials. Design for printed promotions are very text heavy. The copy for these promotions will be provided by the client to be used on the final deliverable. Distribution: Information in regards to the Department of Music are distributed through printed materials (i.e. posters, brochures, programs, mailers, and postcards), digital means (i.e. Department website), and social media channels. The utilization of Reprographics Services on campus for printed materials is to be encouraged with the final deliverable. BRANDING STANDARDS Naming System: California State University, Sacramento Formal Name Sacramento State Common Name Sac State Nickname Signature: The University s signature is composed of the Sacramento State logo (symbol and wordmark) and tagline. This signature represents the University as a whole it s goals, image, ideas, personality and values. This signature should be applied to all university-related documents that do not call for use of the formal seal and should be displayed as a prominent element. Sacramento State Identity Style Guide, CSUS

6 Client: Music compiled by Taylor Robles Mark dissection: Department Branding: No extensive branding standard exists for the department or the College of Arts and Letters as a whole. The only existing standards emphasize the importance of italicizing opera titles and putting song titles in quotes. However, when the title is a form and key (Symphony in G), use no italics or quotes (i.e. One of my favorite classical pieces is Franz Schubert s adagio from String Quintet in C Major, D. 956, op. post. 163.). Color Guidelines & Fonts: Pantone 343C, Pantone 4515, Pantone 872 Metallic Gold (optional substitute for PMS 4515), and Black, make up the standard colors used in the Sacramento State identity. The typefaces used include Trajan and Myriad.

7 [2] SACRAMENTO STATE SYSTEM

8 : Sac State Music Department System Compiled by Jenn Bailey Music Site Global links are consistent on every page. All embedded links are consistent in color. Two typef faces are used throughout the site. Two different layouts are used, one using embedded links in the left-hand column, the other using a two column/two row grid system. Consistent spacing for header/footer.

9 Ensemble Sites All different ensembles have their own page. These pages are unique to the specific group. They do not share color palettes or grid systems. Not every page has a Sacramento State logo. Different typefaces are used on each page.

10 [3] AUDIENCE & DEMOGRAPHICS

11 : Audience & Demographics Compiled by Barry Crider Regional Community This is a table of data compiled from the Office of Institutional Research s Community Outreach Survey. This is useful in telling us how big our regional audience is and how receptive they ve been to Sac State College of Arts and Letters events in the past. According to the data, attendance of theater, music, art, or other cultural events has dropped. This shows that this is an area that we may want to pour more of our focus into. Personal Experience with CSUS Count %Yes Count %Yes In the past 12 months approx. how many times if any have you been to the Sacramento State Campus? (Check all that apply) Not at all % % Once % % 2-4 times % % 5-9 times % % In the past 12 months for which of the following reasons have you been on the Sacramento State campus? (Check all that apply) Theater, music, art, or other cultural event % % Sac State Visibility Survey Count %Agree Count %Agree Please indicate how much you agree or disagree with each of the following statements. Sacramento State does a good job of publicizing its cultural events (music, art, dance, theater, lectures, etc.) % % US Census Data 2010 City of Sacramento Population 472,178 People under 18 25% People between % People over % White Black Hispanic Asian Race 45% 14.6% 26.9% 18.3%

12 Regional Community Taking into account aspects like household income and level of education can make an impact on designing for this audience. The poverty level for a family of three in Sacramento is $17,273, so judging by the median household income for Sacramento, some people do have expendable income for entertainment like College of Arts & Letters events. A good market to target are the people in the area who do have a college degree, because they will be more inclined and more comfortable with to participating in a college community environment. US Census Data 2010 Sacramento City County Language other than english 36% spoken in the home # of Households 173, ,499 # of people per house Median Household Income $50,267 $56,439 5th Congressional District 2010 Highschool Graduates 80.5% Some College N/A Bachelors Degree 24.5% Graduates or Professional Degree N/A

13 Alumni # s By County 2011 Living Alumni of Sacramento State by California County Del Norte Humboldt Trinity Mendocino Siskiyou Shasta Tehama Glenn Colusa Lake Yolo Napa Butte Modoc Lassen Plumas Sierra Placer El Dorado Alpine Sacramento 74,370 Butte 908 Lassen 141 Placer 15,067 Fresno 825 Madera 122 El Dorado 6,666 Riverside 785 Del Norte 108 San Joaquin 6,305 Amador 763 San Benito 103 Yolo 6,019 Santa Cruz 753 Kings 90 Solano 6,018 Yuba 725 Glenn 72 Contra Costa 5,575 Ventura 656 Imperial 47 Alameda 3,637 San Luis Obispo 596 Trinity 47 Santa Clara 3,018 Kern 556 Modoc 45 Los Angeles 2,904 San Bernardino 526 Mariposa 44 Sonoma 2,642 Calaveras 491 Inyo 39 San Diego 2,080 Humboldt 476 Sierra 34 Nevada 1,833 Merced 438 Mono 25 Sutter 1,661 Mendocino 432 Alpine 11 San Mateo 1,617 Santa Barbara 398 Total 160,642 San Francisco 1,613 Tulare 354 Orange 1,495 Tuolumne 312 Stanislaus 1,449 Lake 287 Napa 1,309 Siskiyou 287 Monterey 1,131 Tehama 229 Marin 1,102 Colusa 210 Shasta 1,043 Plumas 153 Solano San Francisco Contra Costa Alameda San Joaquin Tuolumne Mariposa Mono San Mateo Santa Clara Merced Santa Cruz San Benito Fresno Inyo Monterey Kings Tulare San Luis Obispo Kern Santa Barbara San Bernardino 0 to to to to 1,199 1,200 to 9,999 10,000 to 49,999 50,000 to 75,000 Ventura Los Angeles San Diego Riverside Imperial

14 Campus Community: Student According to the on campus climate survey, the majority group on campus is year old white females. However this does not mean this is the only group we are marketing to on campus. Our campaign should be diverse and relatable to all demographics. CSUS O.I.R. Campus Climate Survey 2007 Age Distribution % % % % % Gender Female 63.4% Male 36.6% Race & Ethnicity African American 6.17% Hispanic/Latino 16.08% Asian/Pacific Islander 18.36% Caucasian 43.38% Other 6.42% Unreported or Decline to State 8.94% It is common knowlege that most college students are broke. Taking this into account is very important when pricing events as to not alienate someone who would want to come but can t afford a high ticket price. Huffington Post 2012 Average National Student Loan +/- $21,000 Debt

15 CSUS Faculty Profile As mentioned above, although we have data on the majority groupd in the University, College, and Department, that does not necesarily mean that they are our sole audience. It is important to design for a wide, diverse viewership. Total Faculty Ethnicity African American American Indian Asian/Pacific Islander Latino All Minority White/Caucasian Multiracial Other/Unreported Gender Female Male Rank Full Professor Associate Professor Assistant Professor Lecturer Other Tenure Status Tenure On Tenure Track Non-Tenure Track Employment Status Full-Time Part-Time 1,295 1, % % 9 0.7% % % % % % % % % 1, % 6 0.5% 8 0.6% % % % % % % % % % % % % % % % % % % % % % % % % % %

16 Music Dept. Faculty Statistics Total Faculty Department College University Ethnicity African American American Indian Asian Latino Underrepresented Minority All Minority Multiracial White/Caucasian Other/Unreported , % 6.0% 2.0% 8.0% 14.0% 86.0% 3.8% , % 6.3% 4.2% 8.3% 14.6% 85.4% % Minority (College) % Minority (University) Gender Department- Female Department- Male College-Female College-Male University-Female University-Male Rank Full Professor Associate Professor Assistant Professor Lecturer Tenure Status Tenure On Tenure Track Non-Tenure Track % 23.2% 32.0% 68.0% 50.3% 49.7% 48.8% 51.2% 30.0% 8.0% 2.0% 60.0% 38.0% 2.0% 60.0% % 23.6% 31.3% 68.8% 50.0% 50.0% 49.3% 50.7% 31.3% 8.3% 2.1% 58.3% 39.6% 2.1% 58.3% Note: Faculty members with mobuted to the department with the greatest portion of FTE based on Music 1

17 University Student Statistics Ethnicity African American American Indian Asian Pacific Islander Latino Underrepresented Minority All Minority White/Caucasian Foreign Multiracial Other/Unreported % Minority % Foreign Gender Female Male % Female Class Level and Acade Freshmen Sophomore Junior Senior % in Good Standing Course Load Full-Time Part-Time % Full-time Average Unit load Age Traditional 25 and over % Traditional Age Residence Living on campus Commuter % Commuter Total Enrolled Fall Spring Fall Spring Fall 1,732 1,522 1,573 1,659 1, ,768 4,183 4,580 4,554 5, ,955 3,481 3,936 3,878 4,488 6,201 5,443 5,974 5,979 6,569 10,969 9,626 10,554 10,533 11,614 10,308 8,937 9,724 9,585 9, , ,248 2,005 1,694 1,632 1, % 47.5% 49.3% 50.0% 50.8% 1.2% 1.3% 1.4% 1.4% 1.4% 13,993 12,252 13,242 13,105 14,033 10,395 9,129 9,955 9,963 10, % 57.3% 57.1% 56.8% 56.8% 4,980 3,426 4,785 3,332 4,747 2,673 2,732 2,358 2,860 2,689 8,005 6,508 6,981 7,499 7,988 8,730 8,715 9,073 9,377 9, % 93.0% 92.0% 91.0% N/A 19,824 17,326 18,852 18,415 20,410 4,564 4,055 4,345 4,653 4, % 81.0% 81.0% 80.0% 83.0% ,106 16,137 17,490 17,184 18,530 5,826 5,203 5,282 5,758 5, % 75.5% 75.4% 74.5% 75.0% 1,419 1,318 1,542 1,444 1,552 22,969 20,063 21,655 21,624 23, % 93.8% 93.4% 93.7% 93.7% 24,388 21,381 23,197 23,068 24,701 Sacramento State - University Section 3: All Students 12

18 Music Dept. Student Statistics Total Enrolled* Department Total College Total % of College Ethnicity African American American Indian Asian Latino Pacific Islander Underrepresented Minority All Minority Multiracial White/Caucasian Foreign Other/Unreported % Minority (College) % Minority (University) Gender Department- Female Department- Male College-Female College-Male University-Female University-Male Age Under and over Commuter Status Living on Campus Commuters Residence California Resident Outside California Foreign , % 210 3, % % % 1 0.5% 3 1.4% % % % % 3 1.5% 3 1.4% % % % % % % % % 4 2.0% 2 1.0% 9 4.4% % 1, % 1, % 10, % 11, % % % % % 2, % 2, % 1, % 1, % 13, % 14, % 9, % 10, % 5 2.5% 5 2.4% % % % % % % % % % % 3 1.5% 2 1.0% 3 1.5% 1 0.5% * Total enrollment includes ne Music 2

19 Donations and Funding The sources of support chart shows that the large majority of support for the University comes from donors. This shows that it is more imperative than ever that we unify the College of Arts and Letters so no further funding is cut and we can continue putting on great events like Robin Hood, Water: Essence and Potential, and the Festival of New American Music. The large majority of funding that comes into the University is funneled into the individual Colleges. However I was unable to find data on how much of that chunk goes to the College of Arts and Letters, let alone the Music Department.

20 [4] COMPETITIVE AUDIT

21 8:00 pm Department of Music AMERICAN RIVER COLLEGE The Department of Music at American River College has several ensembles, groups, and categories of music that perform several events throughout the year. They use several outlets (print, mailing, social media, and word of mouth) to promote their events. System: AM ERICA N RIVER COLLEG E 4700 College Oa k Drive DECEMB ER 7 VoCAL Jazz ENSEMB LES I and II JAZZ VOICE SOLOISTS with special guests FO LSOM HIGH SCHOO L JAZZ CHOIR tickets: $10 Budget: Small budget that is distributed among faculty, funding for events, programs and promotional (materials, artists/designers, printing). Ticket Pricing: $8 - $10 (events, concerts), $15 - $25+ (fundraising concerts) Target Audience: Family of muscicians/singers, music enthusiasts, ARC students, local Sacramento community, and more. Copy Writing: Copy on posters are pretty minimal, just basic dates, times, location, and guest performers. Copy on postcards use the mailing format (white space) and have medium amount of text. Distribution: ARC distribution is standard, mostly social media, posters, and word of mouth. The posters are few around campus in their full color, majority is b/w on a low-quality and cheap 8x5x11 printer. Overall: The Department of Music at American River College is in a similar state as Sacramento State, whereas they do not have a cohesive system that connects the sections within their department together. Their main site is consistent in color, however the individual sites for jazz, commercial and traditional cater to their own system that do not look as if they are from the same system. This is similar to the arrangement of their promotional materials as they vary in sizes and designs.

22 Department of Music UC DAVIS The Department of Music presents more than 100 events each year by a range of ensembles, including the UC Davis Symphony Orchestra, University Chorus, Empyrean Ensemble, Concert Band, Early Music and Baroque Ensembles, Jazz Band, Hindustani Vocal Ensemble, Gamelan Ensemble, and Samba School. The department sponsors an annual artist-inresidence program, bringing internationally renowned artists for performances and lectures. The department also presents a free weekly noon-concert series, which features visiting artists, department ensembles, and student performers in an informal setting. System: Budget: Not cheap. The Mondavi cater to several musical performances throughout the year and the ticket prices range from $30+ depending on the performer. The Department of Music also is better funded than other universities like Sac State as they have a lot more sponsors for events. Ticket Pricing: Free to $30+, Discounts for students depending on year (freshmen get one ticket free, other students get 1/2 price) Target Audience: UC Davis students, donors to the Mondavi, performers and muscicians, family and friends of performers and muscicians, music community in Davis Copy Writing: The text is minimal. They usually consist of dates, performers, location and descriptors about the events. Distribution: Posters, Mondavi Website, Flyers, Social Media Overall: The Mondavi Center at UC Davis is where majority of the events are taken place and a lot of the information about events (dates, times, performers and tickets) are available on their website. However they use various platforms to get the word out about events, but overall, there system is consistent on the Mondavi site, but there is a disconnect to the actual link to the UC Davis Department of Music which uses a different system altogether.

23 Department of Music SIERRA COLLEGE Many performing opportunities await music students at Sierra College in the form of formal concerts, student recitals, community outreach events, and competitive and no-competitive festival participation. System: Budget: N/A Ticket Pricing: $10 general public, $6 students/seniors, $3 w/ ASSC sticker Target Audience: Sierra College students, musicians, performers, Rocklin community Copy Writing: Minimal, straight to the point information such as title for events, date, times, location, and little snippets or summaries about the event. Their copywriting is clear and easy to understand, especially on their department website. Distribution: Youtube, social media sites (facebook,, twitter), printed materials. Overall: In comparison to Sac State, Sierra College has a good website system that stays consistent throughout. It is organized and efficient. The only downsides are the consistency of some of their printed materials. Their program has showed a consistency for several years now, using a standard template. But their posters are still in a variety of directions.

24 Music Venues LOCAL COMMUNITY: Ace of Spades, Bows & Arrows, Crest Theatre These three are places in the Sacramento community that organize performances and events around the area, mostly centered around downtown. Events include live performances and shows that cater to several genres of music. System(s): Ace of Spades Bows & Arrows Crest Theater Budget: The budget from the Crest Theater mostly comes from proceeds from bands/ musicians/performers renting out their facility, ticket sales, and movie sales. Ticket Pricing: $1 - $25+ (Ace of Spades) $1 $30+ (Bows & Arrows) $25 - $30 (Crest) Target Audience: Music enthusiasts, Theater/Movie enthusiasts, locals from Sacramento Area with ages ranging from young to old. Midtown/Downtown residents. College students. Copy Writing: Ace of Spades promotional pieces are minimal in copy, same with Bows & Arrows. Crest Theater however has a mix of lots of copy and minimal. Distribution: Printed promotional pieces, social media (facebook, twitter), website (mostly) Overall: Bows & Arrows is similar to how Sac State is set up. The system is everywhere, their posters do not show consistency. But Ace of Spades and the Crest Theater show a consistent marketing system for their events, especially on their website (Ace of Spades) and their poster layout (Crest), good qualities that allow for easy identification.