Identifying Your Audiences For Recruitment

IDENTIFYING YOUR TARGET AUDIENCES FOR RECRUITMENT

Get to know your potential new members

We know there are singers who would love being Sweet Adelines if only we could convince them to give it a try! Recruitment in general can be a challenge, but a key part of recruitment is determining who you want to recruit. The more you know about your target audience, the better you can design a marketing plan to motivate these potential new members to join your chorus or quartet and fulfill Sweet Adelines’ vision statement of “inspiring and empowering voices to joyfully harmonize the world.”

The first step is to define the target audience to provide useful information. Target audiences can be narrow or broad segments of the population. You might target all capable singers, young singers, singers with low-pitched voices, busy singers who want to devote time for themselves, singers who live within 40 minutes of your rehearsal site, etc. It’s fine to have more than one target audience, but remember that the more audiences you try to reach, the more fragmented marketing efforts can become.

Because each target audience has different needs to take into consideration, a clear and accurate understanding of prospective members fosters better marketing strategies and better communications. For example, singers who have been off the stage for several years may need reassurance that education will be provided. Busy singers will want you to be upfront about time commitments.

Once you’ve identified your target audience, consider what advertising technique would be most effective to reach these members. For example, find out what type of media potential members use. Where do members of your target audience get their news and information? How do they choose their activities? Get to know your target audience like you would a new friend — especially since that’s what you hope they will eventually become!

Make sure your marketing aligns with your chorus or quartet’s mission and vision statements, as well as Sweet Adelines International’s statements. You want potential members to understand that Sweet Adelines offers not only music and performance but education, leadership opportunities, and friendship for all singers.

Identifying target audiences can help your chorus be more efficient and effective in your marketing strategies. Effective recruitment marketing will help your chorus or quartet fulfill Sweet Adelines’ mission statement of “elevating women singers worldwide through education, performance, and competition in barbershop harmony and a cappella music.”