Content marketing campaigns that increase 40% the customer base



Introduction

The Danilo Pérez Foundation was founded in 2015 in Panama. Its mission is sustainable human development through music education. Its purpose is to provide opportunities for young people to develop their full potential and lead productive lives.

It is a foundation with international projection, recognized and valued, that promotes a center that offers tutoring, training and musical stimulation to talented children and young people, regardless of their socioeconomic status; in order for them to become music professionals and exemplary citizens.

The Challenge

The year 2020 presented a series of challenges at all levels, not only in terms of health, but also on a social, economic, family and personal level.

For the Danilo Pérez Foundation, the main challenge was how to continue with its educational work with the closure of educational and cultural centers, worldwide.

Like many institutions, the process of digitally transforming the Foundation and migrating classes and educational activities to the online world was accelerated.

But, how to achieve that within this very uncertain panorama, people are interested in music education?

The Solution

At critical moments, priorities change. Each person faced confinement in a different way. For some, taking back those dreams on hold was vital to moving forward.

For many, this break meant finally having time to do something different. Among so many online courses on offer, some made the decision to start studying a musical instrument or resume their musical studies.

Being at the moment of decision and connecting with the public was key for the Danilo Pérez Foundation. Thanks to the study and knowledge of the target audience, it was possible to positively impact this segment and be able to connect with them, on the appropriate digital channels and with an emotional and effective message.

Results

The results obtained thanks to the implementation of marketing actions focused on social media marketing strategies, SEO, and email marketing, are positive.

• More than 25 free master classes for music students and professional musicians taught by national and international artists.
• Free workshops for children ages 3 to 11.
• More than 150 students participate in live music classes online from different countries.
• Concerts in a virtual mode with national and international artists and the public.