How Sarah’s Jazz Club Launched Using Only Social Media

Disclosure: Sarah’s Jazz Club is a creative venue launched and managed by Jazz Arts & Communications Ltd, owned by the author of this article, jazz singer and digital marketing consultant Sarah Fenwick. 

Sarah’s Jazz Club in Nicosia, Cyprus, took around three years to build. The process of building and licensing the innovative project was expensive and time consuming, but the results were groundbreaking. We felt we were making a true contribution to the arts of jazz and blues, to the audience, and to the musicians’ community. sarah's jazz club

But our resources were stretched to the limit and we knew we’d be opening the jazz club on a shoestring. To save money, we decided to launch and promote only on social media until we had the budget to go to the traditional media.

The campaigns were mainly on Facebook, where we started a Page and advertised the opening date through Boosts and Advertisements. The audience was able to book directly from Facebook through messages, and the interaction and communication was free-flowing and efficient. Facebook is ideal for music branding and interest-based marketing. The group ‘Support Jazz and Blues in Cyprus’ I started in 2012 now has close to 2000 members and was another effective tool in getting the word out.

sarah;s jazz club

My Facebook profile helped me to send personal posts about our excitement about opening and get people involved and inspired. The outpouring of support was incredibly encouraging and motivated us to keep going even when the project development was tough.

Not a penny was wasted. We tracked each campaign’s success or failing and adjusted on a daily basis. We built the audience based on constantly-changing demographics, timings and interest tactics. The results were encouraging, each night during our Summer ’17 season had solid attendance with a few exceptions. We had chosen the most difficult time of year to launch. Summer in Cyprus is for travelling and holidays, so the success we experienced was actually against the odds.

Posting on Linkedin, Instagram and Twitter was another tactic. Several of the posts took off on Linkedin because of the project’s innovative character and the good wishes of the business community. In the tough times that followed the economic recession and financial crash in 2013, new businesses are more in danger of failing than ever before, so the business community is seeking signs of life and vitality!

Press releases were shared on Social Media, giving them more exposure to the journalists and bloggers who use these channels. In recent years, Social Media has become a source for journalists and in spite of all the talk of fake news, the genuine stories still have an audience. By the way, the disinformation campaigns that run regularly on Facebook are the topic of another article!

The biggest take aways from our soft launch campaign were:

  • Communicate. Communicate the good and tough times on Social Media. You’d be surprised at the support you can receive.
  • Spend a lot of time Boosting and Advertising on Facebook.
  • Avoid guilt tripping people who appear to ignore your promotions, they are often not online or simply interested in another event. Build relationships, don’t tear them down with negative messaging.
  • Man your Facebook Page Inbox, don’t abandon it.

The message to other creative musical ventures: make Social Media your central stage and the core of your marketing mix, when done correctly, you won’t be disappointed.

Sarah Fenwick is a marketing communications consultant offering services to digital marketeers, and the author of the E-book ‘How to be a Holistic Digital Marketer’. She has 25 years in the media and the arts, and is a practicing journalist and a jazz singer.



Financial news in marketing communications

forex binaries content

By Sarah Fenwick

There’s a wealth of ways to spin-off big breaking news stories for different content in the Forex and Binary Options industries, here are just four of them:

Blog about it.

Provided your company has a talented writer on call, a blog is a great way to show your company’s expertise and timely response to big market news. If your blogger can show a different angle on the news topic, that’s even better for positioning your company as the expert in Forex or Binaries.

Blogs are also helpful for good search engine optimisation (SEO), but make sure the main focus is on insights and not on keyword stuffing, which makes for tiresome reading.

Add your blog to social media channels.

Share your blog on social media like Facebook, Twitter or Linkedin, you’d be surprised at the response. Experienced traders and beginners are always looking for useful information to guide their decisions.

Communicate with your customers.

Share your blog with your clients in a newsletter or through your sales team, to build the relationship in a constructive and influential way.

Make a video about the topic. 

A video is a great way to communicate with your company’s clients and target audience, and once again, shows expertise, which builds trust.

Thanks for reading. Don’t hesitate to contact me to talk more about our marketing communications consultancy, content and video production services, email: or click here to follow Jazz Arts & Communications on Linkedin.

Sarah Fenwick is a marketing communications consultant, journalist and jazz singer, not necessarily in that order. To learn more about her services, visit


Online Brands – Beyond ‘Differentiation’ to ‘Individuality’

sarah fenwick
Sarah Fenwick

Given the sheer number of companies doing business online, the old strategy of differentiating your brand from your competitors’ does not go far enough anymore.  Currently, getting your brand noticed requires more commitment to individuality and personality.

In these days of social media and Google, your brand needs to be human, and I’d go so far as to say that it has to be a decent human, one that admits to mistakes, works to improve good relationships with customers, and offers a meaningful, valuable service or product.

The online strategy of company individuality goes beyond shallow lipservice to values, and instead, wins hearts and minds by being dramatically ‘there’, by being part of the ups and downs in its online community.

Let’s not be coy, the Internet is a marketing communicator’s wet dream. There are billions of people online every day, easily and precisely targeted through convenient channels called websites or search engines.

There’s just one catch; marketing messages are more easily avoided and ignored than on traditional channels like offline TV or radio. People don’t have time for them, they set up banner blockers, pop up blockers and then, all that money goes to waste.

What’s the solution? In my experience, marketing communication messages have to be sent in a more community-friendly and creative way to stand out. For example, if you sell shoes, set up a website that not only sells shoes, but donates to a charity for the disabled, and make it part of your sales and marketing pitch. If you sell books, sponsor a live-streamed spelling bee with great prizes.

All these and other creative outreach ideas make your website an event worth visiting repeatedly, not just a showroom.

Social media is a key part of the strategy to become an individual brand, and goes a long way in putting a human face on a brand. Remember, that when you are using social media as a marketer, it’s the equivalent of being in someone’s home, you’d be surprised how personally people take it. Aggressive, hard-hitting messages are out of place in the social context. If you go to a party, you don’t force someone to buy a drink, you offer it in an attractive way, so it becomes their choice.

Finally, and the most important part of being an individual brand online, is the importance of retention. In individual terms, this translates to a trustworthy relationship, in which the company is always there for its customers. Mutual respect has its place in this relationship, possibly the first place.

The internet customer has no time and too many choices to put up with rudeness, intrusiveness, unprofessionalism or inefficiency.

Bottom line? Think of your company as an individual, one that your customer would enjoy having in their home, and from whom they would welcome any messages, because they are sent with respect.

About Sarah Fenwick

Sarah Fenwick is a Jazz singer, Journalist and Communications expert specialising in online communications and reputation building. She started out as a journalist in 1991, writing for national newspapers in Cyprus and working in Switzerland for ThomsonReuters as a correspondent covering Swiss Stock Exchange news.

In 2009, one of her passions became tangible when she co-founded, an independent source of news and blogs from Cyprus and the region. Sarah is proud to have won the Think Water blogger award in 2011 (European Journalism Centre) and was a final nominee for the 2012 Cyprus Businesswoman of the Year Award.

E-marketing consultancy – The Internet is a sea of words to surf.
The popularity and development of the Internet was an opportunity to capitalise on her interest and experience in writing. Since 2004, she has been active as an online marketing, communications expert and and brand journalist, and consults with online brands in the financial services, gaming, music, media, coaching and publishing markets.

Follow Sarah Fenwick on Google Plus

Connect with Sarah on Linkedin


10 Strong Reasons You Need a Digital Marketing Consultant

sarah fenwick
Founder Sarah Fenwick

Having worked in senior digital marketing positions for 12 years, I know that marketing is a thrilling process, it’s exciting in that you’re bringing new services and products to the market and watching them grow. On a daily basis, marketers face 100 different challenges; challenges to the company’s reputation, to its sales, to its competitive position in the market, and so many more. Juggling them can be exhausting and even if you have a big team with all the resources you need, it’s easy to lose sight of the forest because all the trees seem to be towering over your head.

The reasons marketing departments or managers need a digital marketing consultant are varied and many, here are just 10 of them:

  1. Building a strategy and clear-cut targets.
  2. Gaining time by avoiding costly mistakes.
  3. Leveraging the consultant’s know-how and experience to your advantage.
  4. Having an expert sounding board to listen to your ideas, instead of a CEO or other top manager who has little experience in marketing.
  5. Coming up with new ideas to expand your existing marketing plans.
  6. In the digital market particularly, research is crucial for keeping up with the latest trends and new marketing products, but marketing managers rarely have time to do this research. A consultant can do this for you.
  7. Advice from a consultant is neutral and removed from office politics, the agenda is more clear.
  8. Digital marketing teams are made up of specialists who can cover small niches of any given marketing project, but a consultant can give you the big picture and point you in the right direction.
  9. Pinpointing weaknesses and recommending ways to improve them.
  10. You don’t have to manage a consultant, saving you time and money.

Contact me, digital marketing communications consultant Sarah Fenwick, today to learn more about how we can work together. My email address is

Sarah Fenwick is the author of the e-book ‘How to be a Holistic Digital Marketer’ and worked in senior positions as a digital marketing expert before starting her own company Jazz Arts and Communications – a digital marketing consultancy and video production firm based in Cyprus. 


Approaches to Corporate Social Media Posts

Thank-You-QuotesIt’s not unusual for company employees to feel uneasy about posting on social media, mainly because of questions about what is appropriate to write about, and how it should be presented. All these doubts are understandable, so here are some tips about approaching corporate social media communications.

  1. Facebook, Linkedin and Twitter are quite different, so one size does not fit all.
  2. Keep your posts short and concise, while keeping a friendly tone. You might imagine you’re talking to your best friend for a Facebook post, or a valued colleague for Linkedin, for example.
  3. Always illustrate your point with a photo, it ramps up the interest in what you have to say.
  4. Remember that the whole point is to engage other people in a conversation and to direct people to your company website or take some other action to get involved.
  5. Communication is not one-way, so ask for others’ opinions.
  6. Let your personality shine through, nobody likes an anonymous feeling when they read someone’s post.
  7. Yes, it matters if there are spelling mistakes, but there’s always spell check, so don’t be in too much of a rush to post, take a moment to check for any errors.
  8. You can recruit and persuade through social media, so keep an open channel of communication.
  9. Say ‘Thank You’ often.

Most of all, build your confidence by asking for peoples’ feedback on your posts, you’d be surprised at how many people will give you useful and honest feedback.

Contact us today to ask about our social media consultancy services! Email


Jazz Arts & Communications Releases Sarah Fenwick Video Clip

Gifted Jazz singer Sarah Fenwick and brilliant guitarist Marinos Neophytou have released a stunning music video for the classic Jazz tune ‘Black Orpheus’ (A Day in the Life of a Fool), composed by Brazilian guitarist Luiz Bonfa.

The video is produced by Jazz Arts & Communications – – and beautifully directed by Savvas Hadjigeorgiou.

The house that time forgot – Nicosia’s rich history showcased.

‘Black Orpheus’ is one of the songs from the duet’s new, self-produced CD ‘Jazz Way’, available online at this link:

The clip was filmed in the house that time forgot – Nicosia’s ‘Hadjigeorgakis Kornesios Museum’, the former home of the Dragoman, who was the official interpreter for the Ottoman Sultan in 1779.

The song is based on the myth of the God of Music, Orpheus, who goes to the depths of Hades to bring his wife Eurydice back to life. The myth is about a tragic yearning for lost love, and the Jazz duet’s performance perfectly captures this feeling in the classic tradition of a torch song, combined with improvised melodies.

In the video clip, Director Savvas Hadjigeorgiou plays with contrasting realities that cross over from the past to the future, from life to death, from earth to space, from light to dark.

Beautifully shot, each frame is a work of art, as ‘Eurydice’ (Sarah) wanders through the Hadjigeorgakis Kornesios Museum, revisiting her past life, searching and waiting for her lost love.

The video can be watched, downloaded and shared at this link:

About Sarah Fenwick

Sarah Fenwick is a gifted and renowned Jazz singer with a rare three-and-a-half octave range, who performs with intense feeling. She has recorded three CD’s, including the latest ‘Jazz Way’ with Marinos Neophytou. She is President of the Cyprus Jazz and Blues Association. See photos and more biographical information on her website

Since 1991, the popular Jazz singer has performed hundreds of concerts in Cyprus, Israel, Kuwait, Italy and other countries. She is respected as one of Cyprus’ most improvisational and dedicated Jazz artists.

More on Marinos Neophytou

Marinos Neophytou studied at Berklee College of Music and is a multi-talented musician and songwriter who plays the guitar, saxophone and bass. He has worked for many years as a dedicated music teacher and has performed extensively in mainstream and Latin Jazz.

More on Savvas Hadjigeorgiou

“The secrets of good directing are something so simple and important to me, getting it right starts with a true understanding of these principles.” Savvas Hadjigeorgiou

Savvas Hadjigeorgiou studied Film and Television at Hofstra University in the United States, and has a successful career in directing for television and film. He has directed television series, documentaries, news programmes and is currently Head of Productions at Sigma TV. Savvas Hadjigeorgiou co-founded Jazz Arts and Communications with his wife Sarah Fenwick, and directs the company’s music video productions.


Sarah Fenwick Releases New Duet CD ‘Jazz Way’

125X125-Banner-ad-for-Jazz-_256Jazz duet Sarah Fenwick and guitarist Marinos Neophytou release their new CD ‘Jazz Way’. Order your copy by emailing, or buy your copy by clicking here

Capturing the warm sound of live Jazz is not easy in this age of technology and special sound effects, but Sarah Fenwick and Marinos Neophytou have succeeded by recording their CD ‘Jazz Way’ live, and preserving the dynamic energy that is so exciting about this beautiful music.

‘Jazz Way’ was recorded in Cyprus, and the cover art features a photograph of old Nicosia within the walls. The Cypriot musicians based their fantastic new work on their series of Jazz concerts titled ‘Incurable Romantics’ in 2012. The concerts were a great success, and received rave reviews from other respected musicians, like the amazing classical pianist Yiannis Georgiou.

“It was like being transported to a Jazz Club performance of a sort that I didn’t think existed in Cyprus. Sarah is a committed and polished Jazz singer. She has a beautiful, crystal, bell-like, high frequency voice. And she is a complete artist in that she clearly lives and breathes her singing,” he said.

Sarah gives a beautifully polished performance and is accompanied with much conviction and also heartfelt commitment on the guitar by Marinos Neophytou, he adds.

jazz way photoOn the CD you will hear two blues originals, and seven Jazz standards. One particular favourite is ‘My Funny Valentine’, which is a unique improvisation on the 1937 classic song written by Rodgers & Hart. Music lovers will enjoy the most popular Jazz songs written by George Gershwin, Cole Porter and other great composers.

Just like love, these songs pass the test of time and remind us of the values of romance, dreams and passion.

More on Sarah Fenwick

Since 1991, the popular Jazz singer has performed in Cyprus, Israel, Kuwait, Italy and other countries and has recorded three CDs, including the hit ‘Love Life’ CD. She is respected as one of Cyprus’ most improvisational and dedicated Jazz artists. For more on Sarah, visit

More on Marinos Neophytou

Marinos Neophytou studied at Berklee College of Music and is a multi-talented musician who plays the guitar, saxophone and bass. He has worked for many years as a music teacher. Marinos has performed extensively in mainstream and Latin Jazz.


Savvas Hadjigeorgiou – Director

savvas hadjigeorgiou
Savvas Hadjigeorgiou

Savvas Hadjigeorgiou – Director, Production Manager inspired by quality TV and video production

“The secrets of good directing are something so simple and important to me, getting it right starts with a true understanding of these principles.”

Savvas has worked at Sigma TV in Cyprus for many years, and has a great deal of experience in documentaries, prime-time television shows, magazine shows, news and informational shows.

He studied Film & TV Production at Hofstra University in New York, and is an experienced script writer.

Savvas is recognised as one of the leading directors and television experts in Cyprus.


Jazz Singer Sarah Fenwick

sarah fenwick
sarah fenwick CD

“It was like being transported to a Jazz Club performance of a sort that I didn’t think existed in Cyprus. Sarah is a committed and polished Jazz singer. She has a beautiful, crystal, bell-like, high frequency voice. And she is a complete artist in that she clearly lives and breathes her singing.” Yiannis Georgiou, renowned classical pianist.

Jazz singer Sarah Fenwick is one of the original Jazz voices on the island, and has been performing in Cyprus since 1991. She is recognized as a true supporter of the Jazz and Blues arts, as well as one of the most improvisational performers on the Jazz scene.

Sarah studied Classical vocal technique and used this very strong foundation to develop her three-octave range in the Jazz style. Since starting her professional music career in 1991, the popular Jazz singer has performed in Cyprus, Israel, Kuwait, Italy and other countries. She has recorded three CDs, including the hit ‘Love Life’ CD. Sarah’s self-produced second album ‘Love Life’ has been her most successful, establishing her as one of Cyprus’ most respected and improvisational jazz singers.

Sarah was born in Kenya in 1966, and grew up in the West Indies, Cyprus and the UK. The great passion of her life is singing jazz, one of the reasons for this is because it is a multi-cultural music that reminds her of the many cultures she has come across in her travels.

Some press comments about Sarah’s jazz singing:

“Unmissable! Timeout, Cyprus

“Sarah has a great voice.” Cyprus Mail

Sarah has performed at The Limassol Jazz Festival (Cyprus), Aphrodite Hills Jazz Festival (Cyprus), Haifa Blues Festival (Israel), The Rialto Theatre (Cyprus), Le Scimmie Jazz Club (Italy), Sheraton Hotel (Kuwait), Cyprus Music Days Festival (Cyprus), 7Seas Live Music Bar (Cyprus),, The Hilton Hotel (Cyprus), The Blue Bar (Cyprus) and The Columbia Hotel (Cyprus), amongst others.