Marketing Tips

There’s no right way to advertise this program, just your way. Be creative!

Jazz4Justice is a simple concept, and the sky’s the limit with how you choose to market your own event. It is a fundraiser, so you’ll want to minimize your advertising expenses as you maximize your networking.


Sponsors are very important to your gross proceeds. In the past, participants have created a tiered sponsor system, with names based on the concert theme. It’s up to you to determine what each sponsor level should include.

Advertising and Marketing Successes

Many different approaches have been used in marketing Jazz4Justice. A few examples include:

  • Post-concert Jam Session; invite local musicians of all ages to join the university’s musicians for a jam session after the concert
  • Pre- or Post-concert reception;  bear in mind that this activity may require a  license to serve alcohol. One way to offset cost is to obtain donations from local restaurants and cafes. 
  • Encourage patrons to purchase multiple tickets and donate them to local middle- and high-school music programs, or to the Boys’/Girls’ Clubs or Scouts
  • Tap into your Senior communities! Make it an event for local 55+ residences.
  • Ask around at local businesses for gift cards and and then hold a raffle. Create VIP Packages including valet parking, reserved seating, drink coupons for a pre-concert cocktail hour, or whatever you think will entice your area residents.
  • Advertise in campus publications and on-campus event signs
  • Send out email blast campaigns from schools to alumni, and from legal organizations to their membership and contacts
  • Advertise in local and Industry publications

And so much more! If you use a successful marketing strategy that isn’t listed here, please pass it along. This is a community effort and it’s very helpful to share success stories.

A Community Connection that Paid Off

For its second concert, one university in Virginia incorporated a local elementary school’s chorus into their concert. Their audience increased by close to 70% and net proceeds increased 56% from the previous year! Including the children attracted many local residents who had never before attended a concert at the university. It was also a “family friendly” event, so residents were able to bring small children with them, which appealed to many attendees.

An example of a clever video promo created by students for Shenandoah University’s inaugural Jazz4Justice concert: