awc presentation (1)

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    John Gobble

    Ericka Watkins

    Janine Bonilla

    Dan Mccarthy

    The Rediscover CultureCampaign

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    SWOT AnalysisStrengths

    They have a lot to offer (event/catering services, classes, auditions, performances, artexhibits and concerts.

    Great location in the heart of the city, around the Cultural District and near hotels and busyrestaurants.

    Quality entertainment/activities Dedicated to a very important cause and important figure in Pittsburgh (playwright August

    Wilson). Reputation

    Cheap membershipsWeaknesses

    Very little to no marketing for all of their services such as acting/dance classes and venueservices.

    No membership page on their website potential members must call AWC to order amembership. No membership ads.

    Very tight budgeting for everything. No consistent way of obtaining attendee information therefore no solid relationship with any

    attendee. Too many types of memberships No mission/lacking relevance Small Staff Negative image of August Wilson Narrow-minded

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    SWOT Analysis

    Opportunities

    Create fun and easy ways for those who attend an event at AWC to provide their contact info andother feedback.

    To make a membership page on the website where a membership can be purchased anytime,anywhere.

    To become an effective and involved part of the Pittsburgh Cultural District. Using social media as an interactive and affordable way to reach target.

    Collect contact information Good Area Pittsburgh is boring/young people dont always want to drink at clubs Advertising Growth Mass transitThreats

    Other theaters in the Cultural District are competing for attendance.

    People may already have memberships to other theaters. Not enough followers on social media platforms. Other events happening in the city (especially sports!) Parking Sports Misconception

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    Target

    Our target market is 25-34 year oldfemales, who are fans of the arts and are

    familiar with the cultural district enough topurchase a membership to the AugustWilson Center for African AmericanCulture.

    The Pittsburgh population of women aged25-34 is 12.87% or 38,030 women.

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    Target

    Name: MaraAge: 27Occupation: AD Sales

    AssociateResides: Lawrenceville,PAHobbies: Dance,singing, and theater.Loves Hip-hop andR&B, and enjoyssculpting as well.

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    Advertising Objectives

    Selective Demand

    Direct Action

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    Advertising Objectives

    (Continued)Advertising Pyramid (Continued)

    Conviction

    Desire

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    Advertising Objectives

    (Continued)Advertising Pyramid

    Awareness

    Comprehension

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    Advertising Objectives

    (Continued)Advertising Pyramid (Continued)

    Action

    Purchase Behavior

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    Objectives and Strategies

    Objective: Use an advertising campaign that is designed

    to increase membership at AWC

    Strategy: Use a combination of low priced media in an

    effective way to entice our target market topurchase memberships

    Our group wants to maximize the effect of theadvertising to insure that it reaches everybodyin the target market that we intend it to

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    Budget

    AWCs total revenue for 2010 was$4,860,798

    Based on the notes, it seemed that 3.0%(of revenues or sales from 2010) was anappropriate amount to spend onadvertising. Therefore, it can be assumed

    that the AWC should spend approximately$145,900.

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    Media

    Dedicated Membership Page

    augustwilsoncenter.org/memberships

    Facebook and Twitter Playbills

    Direct Email

    Posters FedEx Office

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    Media

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    Media

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    Media

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    Media Impressions

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    The Big Idea

    Rediscover Culture- The AWC is being

    rediscovered and rebranded to bring it up-to-

    date for our target and to be more accessible

    for them. The rebranding campaign means a

    change in the logo, tagline and most media.

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    The Big Idea - LogoThe logo uses the same A as in the original logo because it has significance to

    those who are already familiar with AWC. Shortening the logos name to AWC

    abbreviates the title making it a more friendly language for the tech-savvy target

    group. It is the A that is the focal point and that is the essential part of the logo.

    Not only does is represent the name of the person who the theater is named after

    but it is also a symbol of the very place itself. Black is used for simplicity and

    timelessness as well as the font Onyx which best compliments the AWC A.

    BEFOREAFTER

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    The Big Idea - Tagline

    Rediscover Culture

    - Represents the renovation of AWC

    - Means its a fresh new start- Establishes the fact that they are also a part of

    Pittsburgh culture

    - Suggests that culture is being somewhat muddled

    and to rediscover or gain a new perspective ofit

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    Membership Page

    The new membership page address will be:www.augustwilsoncenter.org/memberships

    It includes a menu of all the membership levels and thebenefits that come with them.

    The price for each membership.

    An option provided by PayPal that will allow the viewer topurchase a membership at any time.

    Special offers having to do with QR codes on the posters.

    Links to all social media portals. Member spotlight: A short paragraph written about a current

    member and their experience with AWC, updated on a weeklybasis.

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    SocialMedia

    Currently AWC is linked to Facebook, Twitter and

    YouTube. Facebook/Twitter: Will be updated daily and often present questions and

    discussions to engage viewers and friends to get involved intellectually withAWC. Also there will be special offers and promotions provided through Facebook.

    YouTube: Presents exciting opportunities to view auditions, monologues, and

    singing on their own AWC Youtube Channel. There can be contests and giveaways

    that directly involve the YouTube Platform.

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    DirectMail

    Direct mail will be categorized by two types:

    Members

    Subscribers

    It will include updated pamphlets, flyers, coupons,

    and any other promotional material that caters to

    the current events at AWC. It will be sent on amonthly basis.

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    Playbills

    See Visuals!!

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    Posters

    See Visuals!!!

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    Cornerstones

    Membership Web Page

    Landing Page for all other touch points

    $4000 to design and $325 per month to maintain

    8 memberships per month plus survey feedbackhttp://www.designquote.net/html/dq_estimate_wizard.cfm

    http://www.normely.com/

    Pittsburgh Cultural Trust Playbills

    $23,880 for more than million playbills

    Embedded QR Code

    25 memberships per monthhttp://www.culturaldistrict.org/assets/1932/FINAL_Rate_book_11.pdf

    http://www.culturaldistrict.org/assets/256/RateCard_10-11_Season.pdf

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    Other Touch Points

    Social Media: Facebook and Twitter

    Already have a dedicated employee

    Social Media Strategy Audit and CoachingSessions

    $24,000 budget amount could decrease

    26 memberships per monthhttp://mackcollier.com/so-how-much-will-a-social-media-strategy-cost/

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    Other Touch Points

    Direct Email: ConstantContact.com

    Existing database

    5,001-10,000 emails per month 1 Membership per month is still a value at

    $52.50 per month costhttp://www.constantcontact.com/email-marketing/pricing/index.jsp

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    Media Flow Chart

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    Budget Summary

    Last year AWC did $30,352 in memberships

    Propose a 250% increase to $76,000

    Advertising Budget of $58,965 Return on Investment

    = ($76,000 - $58,965)/$58,965

    = 29%