Keynotes Harnesses the Power of a Music Community

Salem, MA—March, 2004—King Fish Media has created Keynotes, a seasonal magazine that acts as the cornerstone of a Private Media program designed to help Conn-Selmer communicate its original programming ideas and expertise to band directors of all age groups. The seasonal publication is coupled with a companion website, www.keynotesmagazine.com, designed to maintain reader affinity and continuously position Conn-Selmer as a resource for its readers and prospective attendees of their seminars across the country.

 

"Conn-Selmer had been spending on advertising in trade publications, but they were displeased with the quality of what existed in the market," says King Fish's Director of Sales and Marketing Brad Ketchum III. "Our solution was to pool those advertising dollars and create a more targeted publication, Keynotes, which allowed Conn-Selmer to set itself apart from the competition with a better-quality magazine, while creating an overall sense of community among its band director constituency. While it can be difficult to measure the effectiveness of print advertising, the Keynotes program offered Conn-Selmer a nearly immediate view of its potential. The 16-page magazine offers a variety of feedback mechanisms, including bind-in reply cards and references back to the companion website. Directly after we released the magazine to our base of 40,000 readers, we had nearly 1,000 hits on the site—exactly the type of reach and response Conn-Selmer was seeking when it implemented the program."

 

About King Fish
King Fish develops unique, groundbreaking Private Media campaigns, allowing our clients to deliver fresh, targeted content to their customers through media designed to fit their specific communications needs. Our media solutions range from newsletters and four-color, advertising-based magazines to e-newsletters, website development, seminar development and much more.

 

Private Media is a unique method used to structure your communication strategies. It is a broad-ranging and customizable way to reach our client’s customers through, yet not limited to, relationship marketing, custom publishing and lead generation. These tactics make Private Media highly effective in reaching the ultimate goal of creating an affinity-based customer community for our clients.

 

The King Fish team has developed and launched communications programs for a diverse base of clients, spanning an array of industries. Visit www.kingfishmedia.com to view samples of electronic and print work done for ATG, Bank of America, Cendant, CMP, Conn-Selmer, 3COM, Maine Times, PC Connection, Shaw's, Veterans Business Network and others.

 

About Conn-Selmer
Conn-Selmer, Inc., a subsidiary of Steinway Musical Instruments, Inc., is the largest U.S. manufacturer and distributor of band and orchestral instruments for professional, amateur and student use. Conn-Selmer, which represents such well-known instrument brands as Selmer, Ludwig, King, Musser and many others, continues to foster the distinctive performance characteristics of their many instrument brands, each defined by its own individual legacy.

 

###