Voices of Singapore Festival

Voices of Singapore (VOS) aims to reach out to Gen-Z audiences through TikTok. Although many young people are using TikTok right now, institutions are uncertain of the types of posts suitable for TikTok yet able to maintain the integrity and reputation of the institution. Through a case study of VOS annual festival 2024, this market research report aims to identify digital strategies and innovative TikTok content to reach Gen-Z. The report will also conduct comparative analysis on how arts festivals use social media platforms and how similar national institutions in Singapore utilise TikTok.

VOS is a leading arts charity in Singapore that is transforming lives through the power of music and choral singing. With over 20 singing groups of different styles and genres, VOS is Singapore's largest singing organization, touching the lives of over 500,000 people annually through live and virtual projects and festivals. Using the annual VOS Festival as the case study, VOS collaborates with LASALLE BA Arts Management students to develop a marketing research report to target Gen-Z audiences through TikTok music content sharing platform. 

"We have already taken some of the team's recommendations and implemented into VOS TikTok platform!"

"LASALLE students produced excellent research work, very updated findings that complemented the social media content research."

"Well done guys! Was not expecting to see a logo redesign today 😂 Thanks so much ⁨@Michelle Loh⁩ for your support!"

"You guys were awesome! I’m only sad that you didn’t get to legitimately say “shitpost” for a serious presentation 😛 our biggest appreciation to you too @⁨Michelle Loh⁩ 🫶🏻"

Our client, Voices of Singapore, was inspired by the research presentation and immediately created a TikTok post in response to the team's work! 

Project lead and key liaison: Sydney Tay Tze Teng

Project organiser / assistant project lead: Ng Xue Qi

Market research lead: Alif Danial Bin Ahmad Yani 

Conceptual research lead: Looi Juin Ling 

Concept and market researcher: Adib Amsyar Bin Anwar 

 

Key goal: This project aims to develop a digital marketing research report for VOS to identify the target audience group, recommend innovative content creation ideas and strengthen VOS' current marketing strategy. 

Objectives:

- To identify competitors from local and overseas voices festivals. Upon conferring with VOS, the research focused on three specific competitors for a direct comparative analysis of their digital presence/usage on webpage, TikTok and Instagram.

- To identify the target audience group for VOS digital marketing strategy

- To highlight innovative usages of digital platforms, with specific focus on TikTok

- To recommend effective and original approaches of using TikTok for VOS Festival 2024

- To develop a digital marketing report

Nil.

Week 1: Week of Jan 8   | Preliminary site visit of students to the VOS site

Week 2: Week of Jan 15 | Project commencement  

Week 3: Week of Jan 22 | Drafting the Project Proposal

Week 4: Week of Jan 29 | Clinic with the Module Coordinator  

Week 5: Week of Feb 5   | Discussing the Proposal with the VOS Coordinator  

Week 6: Week of Feb 12 | Clinic with the Module Coordinator

Week 7: Week of Feb 19 | Working on the Project  

Week 9:   Week of March 4 | Working on the Project

Week 10: Week of Mar 11   | Clinic with the Module Coordinator

Week 11: Week of Mar 18   | Check-Up Meeting with the VOS Coordinator

Week 12: Week of Mar 25   | Clinic with the Module Coordinator

Week 13: Week of Apr 1      | Finalizing and Submitting

Week 14: Week of Apr 8      | Project Launch featuring presentations of students and the VOS Coordinator    

This is a deskbound project which used content analysis approach to identify and read digital content, reactions and engagement levels of TikTok videos. The team also conducted market research on comparable vocal festivals around the world as well as institutional-based arts festivals in Singapore. In addition, the team conducted interviews with Voices of Singapore to understand the profile of the company, festival programmes, current and ongoing marketing efforts and challenges VOS faced in the digital space. 

Using the concept of the digital marketing funnel, the team made recommendations on how TikTok contents would attract Gen-Z audiences to be converted into meaningful audiences. 

This project envisions a data-driven research and competitor analysis aimed to increase the festival's visibility, attendance, and community engagement, aligning with the VOS mission to inspire and unite people through the power of music.

Expected outcomes are the production of a marketing research report to present coherent industry findings of the following research work:

- in-depth analysis of market trends

- audience demographics of existing VOS Festival audiences

- audience preferences and online behaviours in competitor choral festivals in Singapore, close competitors and major choral festival players in key global singing locations around the world

- strategies and actionable recommendations to enhance current VOS marketing efforts

Digital marketing research report for the 9th VOS FESTIVAL 2024

1) Conceptual framework

This section provides a conceptual framework to digital marketing strategies and competitor analysis using leading scholarship from the academic discourse in arts management and digital marketing strategies.

2) Comparative analysis
This section provides a comparative analysis of at least 3 singing/voices/choral festivals positioned within Singapore, global and/or digital environments. Students will highlight effective usages of digital platforms and exemplary digital content that competitors have achieved in at least one of the following areas: most number of likes, most number of shares, highly interacted with, generated exciting and positive comments, received responses beyond the typical number of likes/shares/comments/interactions.

3) SWOT analysis 

This section identifies key strengths, weaknesses, opportunities and threats, wherever applicable, to VOS. Students will also highlight key elements of the Singapore arts environment, communities, digital socio-awareness of singing in the wider global singing landscape.

4) Recommendations

This section presents the most engaging digital marketing initiatives and creative online contents for VOS Festival 2024. Students work within the parameters provided by VOS to present innovative ideas that could be easily implementable across VOS Festival social media platforms. These recommendations align with the objectives of Voices Singapore to increase online visibility, expand potential audienceship and convey the unique appeal of VOS Festival 2024.

The team consulted with VOS Marketing Manager, Festival Manager and Assistant General Manager continuously to ensure that the project is consistently in line with the vision provided by VOS. In addition, the team conducted two field trips to understand current managerial, operational and logistical practices at the festival sites Capitol Theatre, Outdoor Plaza and CHIJMES Hall.