School of Creative
Industries
Jayne Lee Yi Lian
Jayne is an arts entreprenuer, violinist, educator and author. She is also the founder of Singapore University of Social Sciences (SUSS) Music Interest Group and SUSS Philharmonic Orchestra. Her students are prize winners in music competitions and have been featured in the international string music magazine The Strad as well as The Straits Times. Jayne's journey as a music educator has also been covered in the Chinese daily Lianhe Zaobao.
Jayne hopes to contribute to a thriving arts environment in Singapore and around the world by using her knowledge in music, pedagogy and arts management.
Thesis abstract
Enhancing audience engagement: A relationship marketing approach for the Philharmonic Wind Orchestra
This action research endeavours to optimise audience engagement strategies for the Philharmonic Wind Orchestra (PWO), specifically targeting the discerning working professionals demographic. With a central aim of augmenting audience engagement and fostering sustainable growth, this study delves into two pivotal inquiries:
1) What intrinsic and extrinsic factors propel the working professionals segment of PWO audiences to actively seek out and attend live classical concerts?
2) How can PWO cultivate deeper audience engagement and loyalty through the strategic implementation of relationship marketing initiatives?
Utilising a comprehensive methodology that integrates qualitative and quantitative research approaches, this study will feature in-depth interviews with key decision-makers within the PWO, audience surveys targeting a minimum of 30 individuals from the identified segment and intimate interviews with two selected audience members.
By synthesising these insights, this research endeavours to furnish PWO with actionable strategies tailored to their unique audience dynamics, thereby fostering a more enriching and enduring relationship with their audience base.