The Stay At Home Choir

Blogs & Articles | Social Media Copy | Email Copy

Customer Snapshot

Who: A global virtual choir started in the pandemic, now with 15,000 members
What: Offering monthly singing projects with international artists that absolutely anyone can join
Where: All over the world!

Arts

The Brief

The team at SAHC wanted someone who not only understands marketing but also the arts world to help with their content strategy. So, they asked me to write blog articles that would do two things:
1. Drive traffic to their websites and increase sign-ups to their monthly projects.
2. Help retain members as they came out of the pandemic and transitioned from a ‘lockdown’ choir to a virtual choir for all times.

The Challenge

Creating content for a global audience that would stay relevant and personal in a fast-changing pandemic environment.

The Solution

We developed a content strategy that would be adaptable as the situation changed.

First, I wrote articles providing useful information about singing in the pandemic that would bring potential members to the website. Then latterly I helped to shape the message that members should continue taking part in projects post-pandemic by highlighting the benefits of virtual choirs in ‘normal’ times.

I worked to create a personal, yet informative tone throughout to mimic the tone of founders and conductors Jamie and Tori, with whom the members have a strong connection, to help readers all over the world feel as if the blog was written just for them, no matter where they are.

The Result

As a result, the Stay At Home Choir has seen an increase in project sign-ups and member satisfaction. The comments from readers have been incredibly positive.