My marketing plan:
Position Full Circle as the launchpad for creative work in Harrisburg.
Not a building with different rooms. A movement to revitalize culture in the 717.
The above podcast opener is an example of the visuals I think you deserve. Clean, punchy, SWEEPING (showing how you connect multiple things under one roof).
This is the quality level I’d like to see in everything Full Circle does
Same energy carries to your ads, your brand films, your social, your website
Less famous guests want a piece of that quality. More famous guests feel right at home.
The big shift I want to make: One name. Not four.
Right now you're four businesses sharing a parking lot: Orange Room, Full Circle Music, the event space, and a radio station.
Four names means four reputations to build. And your strength is in the sum of your parts, the connecting off all these things. Any one of them alone is not big enough to be the thing Harrisburg talks about.
One name: Full Circle 717 and every booking, every episode, every guest, and every dollar of ad spend builds the same thing.
The vision I see:
Twelve months from now, Full Circle 717 is the creative hub of Harrisburg (& the surrounding area).
Not the “best music studio”. Not the “biggest venue”. The center of entrepreneurial gravity.
It becomes the place for creatives who want to revitalize the arts & culture of Central PA.
Here's what that actually looks like:
When a band plays locally, they ask to be on the podcast.
When somebody starts something creative in this region, Full Circle is who they partner with to launch.
When a nonprofit needs a room for 150 people, they picture yours.
The podcast show becomes what “The Burg” magazine is to Harrisburg.
Your name comes up in rooms you're not in.
When the radio station goes live, it launches into an audience that already exists.
How I’d pull it off. (Six stages, in this order on purpose)
Lock the messaging (once)
I’ll do a workshop with you to build the StoryBrand language for both Full Circle 717 and each individual offering.
One sentence each: the venue, the studio, the classes, the whole thing.
Effect: one message everywhere, people “get it” immediately and want to be involved.
Create a System (once)
Published pricing online for each offering.
An online booking system that’s automatic.
One person answering inquiries inside 24 hours
Tracking so we know what's working
Effect: 3-5x more inquiries turn into booked tours.
Launch Marketing Campaigns (ongoing)
Google and Meta campaigns aimed at event and music studio bookings
Targeted at galas, fundraisers, recitals, showcases, band nights, musicians
Analytics reported monthly
Effect: 80,000-200,000 monthly impressions and 3-10 bookings.
Build the Podcast (ongoing)
Musicians, nonprofit builders, developers, Hburg non-profits
Recorded in your building, so every guest sees the room
One shoot day produces a month of social clips
Podcasts go on Youtube, Facebook, LinkedIn, Spotify, Apple Podcasts. Everywhere.
You get to meet anybody you want in the area by asking them to be a guest.
Effect: 24 episodes, 200+ social media clips, 24 guests inside your building.
Brand Marketing (ongoing)
A small, hyper local TV commercial campaign.
This won't book events. It makes people take Full Circle seriously.
The commercial directly pitches “Why Full Circle Exists”
Effect: a quarter-million local households see the name, repeatedly.
Radio Station Launch
Because we’ve built all of the above foundation, now the radio station launches and everyone already knows who you are. becomes the foundation the station lands on.
Consult with my contact from The River FM to make sure we’re compliant with FCC etc.
Effect: day one launches to an audience, and feels like a culmination, not the a surprise
Thanks for reading.
I think you’re on the verge of something very beneficial to the city here and I feel strongly that with the right marketing and some subtle re-positioning Full Circle 717 could become a massive creative engine for the area. Similar to how CHOOSE 901 has really revitalized the arts and culture scene in Memphis (where my wife grew up).
Luke
