Creating Marketing Materials

Creating Marketing Materials That Speak to Senior Singers

Great marketing for senior singers reduces guesswork: it names exactly what the event is, when/where it happens, how to take part, and why it’ll feel welcoming. It also removes common barriers—time, travel, and “will I fit in?”—that keep people from trying a rehearsal. National arts data show time, cost, getting to the venue, and not having someone to go with are frequent blockers; clear invitations that address these directly lift participation.

Message pillars (use these in every flyer/post)

Belonging: “All voice parts welcome. Paper-down friendly. Large-print music available.”
Ease: “Daytime options + carpools listed in the invite.”
Clarity: One purpose, one date/time, one location, one primary call-to-action (CTA).
Support: “Assistive listening on request • Seated options • Bring a friend.”
Follow-through: A real contact (name + phone/email) and a backup option (short URL/QR).

Copy & design checklist (print + web)

Plain language. Use everyday words, short sentences/paragraphs, active voice, and a single clear CTA. The CDC’s research-based Clear Communication Index is a solid rubric for audience-ready materials.
Readable size. For web, set body text around ≥16 px; for print, aim for 14 pt (12 pt minimum).
High contrast. Meet at least 4.5:1 color contrast for normal text (larger text can be 3:1). This compensates for contrast-sensitivity loss common with aging.
Scannability. Left-align, avoid all-caps blocks, use generous line height and white space, and keep line lengths comfortable. (Bonus: use one short paragraph + a 3–5-item bullet list for key details.)
Accessibility basics. Provide descriptive link text and alt text for images; ensure touch targets are easy to hit on phones; make phone and address fields tappable.

Images & tone (what looks like “me”?)

Choose photos that show real senior adults actively engaged—singing, laughing, connecting—across diverse ages 55+, races, body types, and mobility aids. Recent AARP research shows representation is improving online, and authentic, engaged depictions shape more positive attitudes toward aging than stereotyped or “extreme activity” shots.

Where to reach people (channels that work)

Facebook + YouTube remain the broadest online platforms; senior adults use Instagram and TikTok far less. Use those accordingly.
Local touchpoints: senior centers, libraries, faith communities, community calendars, neighborhood Facebook/Nextdoor groups, and health-system newsletters.
Printed flyers still matter—especially in places where your audience already gathers (coffee shops by day, rec centers, community bulletin boards).

Make the invite answer these 7 questions (at a glance)

What is it? • Who is it for? • When? • Where (parking/doors)? • How much (dues)? • How to get there (rides/paratransit tips)? • What to bring (nothing! we’ll provide music). (Answering these matches known arts-attendance barriers head-on.)

Sample micro-copy (grab-and-go)

Headline: Sing with us—gentle warmups, friendly faces, coffee provided.
Body (40–50 words): Join the [Chorus Name] for a daytime Coffee Sing—no audition, music provided (large-print available). Seated or standing. We’ll learn an easy tag and a familiar tune. Free; guests welcome.
CTA button: RSVP + Ride request
Footer chips: Assistive listening • Ramps & accessible restrooms • Paper-down optional

What leadership can do this week

Draft a one-page daytime Coffee Sing flyer using the checklist above; export both print PDF and image (for Facebook events).
Swap a recent rehearsal post’s photo for an authentic, mixed-age, in-rehearsal image with alt text (“Members laughing while tagging ‘Shine On Me’”).
Ask two members 65+ to proof and try the flyer on their phones and in print; fix what they flag (this kind of testing with senior adults catches issues early).

What to try next month

A/B test two headlines (warm/friendly vs. benefit-led) on Facebook; track clicks and messages.
Pilot short RSVP forms (name, phone, “Need a ride?”) instead of long signups.
Create a reusable “New Singer Info” panel you can paste under every event: parking, doors, seating, accessibility, contact.

How you’ll know it’s working

Higher event RSVPs and first-time visits, more 55+ inquiries coming from Facebook/local flyers, fewer “how do I get there?” questions, and post-event notes like “I knew what to expect.” (When you address time/travel/belonging in the invite, attendance improves.)