introduction aaron moss president presenters matthew gunn – marketing analysis taresa smith –...
TRANSCRIPT
Introduction
Aaron MossPresident
Presenters
• Matthew Gunn – Marketing Analysis
• Taresa Smith – Research• Christopher Dean – Media
Analysis• Tanesha Gleason – Creative
Proposal
Current Market of Ballet West
• Is focused on an older more sophisticated market.
• Over half the audience at Ballet West is over 40- years old.
• 69% female and 31% male.
• 43% of those in attendance are college graduates.
The college market for Ballet West• There are
140,000 students in the near area.
• Students range from 18-26 years old for undergraduates and 22-36 years old for graduate students.
The college market for Ballet West• The average
student is 27-years old.
• Married and single students.
• The majority of students are at the University of Utah, BYU, UVSC, and Utah State.
Life style of changing students
• The majority of students are in junior, senior year and graduate school.
• Student life is fast paced, busy and full of extracurricular activity.
• The average student commutes to and from school.
Life style of changing students
• Students today are venturing out and open to new ideas.
• Most students hold part or full time jobs.
• Students have money and are very particular with where they spend it.
Competition is fierce
• Indirect– Dinning out– Movies– Movie rentals – Sporting events– Concerts
Competition is fierce
• Direct– University of
Utah dance groups
– Utah Symphony– The Hale Center– Modern Dance– Kingsbury Hall– Pioneer Theater
Competition is fierce
• Utah has many competitors for its population size.
Our Research
Where dollars are spent
• 30% of dollars spent are spent on dinner and eating out.
• 38% is spent on movies and movie rentals.
• Only 3% is spent on ballet.
Have you ever attended a Ballet West performance?
36%
64%
No Yes
Discouraging Elements
• 24% Never know the schedule of the performances.
• 22% Think the ballet is too expensive.• 22% Are not familiar with the choice
of performances.
Classical vs. Contemporary• People overwhelmingly prefer
classical set design, ballet story and dancing over contemporary design and ballet.
What are you willing to pay?
48%
36%
6% 1% 0%9%
$5-$15
$16-$25
$26-$35
$36-$45
$46-$55
Not Critical
Are there student discounts?
73%
27%
No Yes
Advertisements…
• 71% of the people found out knew about Ballet West by:– Television– Newspaper– Radio– Posters
Advertisements…
• 62% of the people would like to be contacted by Ballet West through:– Television– Radio– Direct Mail– Internet
Demographics
• Majority of students polled:– Are upperclassmen or graduate students.– Worked part or full-time.– Are married.– Don’t have children.
Media Objectives• The main objective is
to be visible to college students, without abandoning the older patrons of Ballet West.
• We will market to both, being conscious of where we put the “edgier” advertisements, and the more “conservative” advertisements.
General Media
• Internet• Outdoor• Radio
Internet
• blah
Outdoor
• Jumbotron• Reagan
Billboards• UTA Bus
Advertising
Radio
• Public Service Announcements
• On-air Broadcasts
• 30-second spots in strategic places.
College Media
• Direct Mail• Campus
Newspapers• Posters• Table Tents
Direct Mail
• Send flyers and postcards to the students, commuters and non-commuters alike.
Campus Newspapers
• Weeks leading up to the shows, we will place quarter-page ads.
Posters
• Directly targeting the particular students that would be in the building.
Table Tents
• In the common areas on campus, we will place table tents on all tables
Media ScheduleBallet West Media Schedule: 2002
SEPTEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
UTA / J umbotron
Table Tents / Posters Movie Theater
Direct Mail I nternet
Newspaper
Radio
OCTOBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
UTA / J umbotron Table Tents /
Posters
Movie Theater
Direct Mail I nternet
Newspaper Radio
Media Budget
Radio $35,260
Newspaper $13,000
Outdoor $44,808
Campus $14,200
Movie Theaters $12,600
GRAND TOTAL $119,868
Present Creative
Creative Strategy
• Demographic Challenge
• Stereotypes & Ignorance
• Build on Existing Campaign with humor, sex appeal, athleticism, an excitement
• Information based campaign
Creative Media & Recognition
• Edgy messages, non-traditional media
• Media in strategic placement in unexpected places
• Recognition - Ballet West as an alternative for entertainment
Insert ‘Cold’ poster
Outdoor & Motion Advertising
• Brand imaging and non-specific T.A.: Jumbotron
• Vibrant Energy of ballet through commercials
Insert Billboard page 1..
What is BW? Etc.
On-campus Advertising
• Commonality of college students
• Postcards
• On-campus Promotions - Sampling
Insert Postcard
Advertising Media
• Direct mail - Interactive and dimensional
• Radio
Insert Flier
Internet
Insert Internet Pages.. Next 3 slides
Thank you