Non-Profit – Case Study
Creating a Platform for Local Musicians
Houston, Texas
The Assignment
As part of their commitment to arts and culture, Houston Public Media organized a contest inviting Houston area composers to submit an original musical composition scored to a designated silent film movie clip. Two winners would receive a cash prize and an opportunity to present their original musical scores live as part of Houston Public Media’s Silent Film Concert at a public park. The Carbonara Group was tasked with promoting the contest to local musicians and conduct media outreach that integrated the Houston Public Media brand and their focus on arts and culture.
The Approach
- Local media outreach, including calendar postings on all major media outlets covering arts and entertainment.
- Identified a list of local professional musician groups and university music departments to alert them to the upcoming contest. This audience was key as they were targeted listeners of Houston Public Media’s Classical station and would likely also be interested in other Houston Public Media content.
- Distributed news announcing the winners.
- Coordinated production of a contest video featuring the winners that could be shared on social media.
The Results
- Media coverage included 22 online and print articles and 14 event listings that promoted the contest and the live performance.
- Follow-up stories: The local professional musician groups showed great interest in the competition by sharing the opportunity through social media and by posting flyers we provided.
- A prominent local magazine that we secured as a media partner, shared the video of the winners with their substantial Facebook audience to promote the upcoming live performance.
News coverage and social media engagement highlights include:
- Houston Chronicle, Houstonia Magazine, Houston Chronicle Preview and Free Press
