power point art theater
DESCRIPTION
for an advertising class.TRANSCRIPT
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Art Theater
The Art TheaterStrategic Plan
Meghan Clinnin, Brittany Deterding,Jennifer Janci, Rose Osial
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Outline• Background• People• Strategy• Goals• Objectives• Technology & Implementation• Tracking• Further Recommendations• Overall Evaluation• References
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Background• Downtown Champaign
• Locally owned/operated
• Opened in 1916
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Why the Art Theater?• Minimal online presence• Getting the offline online
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New Owner= New Opportunities
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P.O.S.T. Analysis
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People • UIUC Undergrads and Grads • Ages 18 – 26
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People: Tech. Habits• Approximately 88.3% own laptops• 21.3 hrs/week doing online activities for school, work, recreation• 90.3% use social networking sites (Facebook, MySpace, etc.)
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People: Tech. Habits38% of Generation Y has an
iPhone
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Strategy• Increase overall brand awareness• Start the conversation• Increase online interaction [talking]• Connect existing customers with potential customer [energizing]
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Goal: Talking
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Goal: Energizing
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Objectives: Current Technology• Increase number of visitors to thecuart.com by 50%• Increase Facebook fans to 1500 in 3 months
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Objectives: New Technology
• Increase Twitter fans to 200 in 3 months• Increase YouTube channel views to 100 in 3 months• Increase number of visitors to blog by 50%• Increase amount of video responses to trailers to 2/video
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Technology: Blog
• 25% of 18-29 report blogging
• Linked to website to increase
traffic
• Theater will update with
content
• Frequent updates
• Late Night
• Weekly movie schedules
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Tracking: Blog
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Technology: Twitter
• 22% of the US population 18-24 uses
• Many follow companies
• Tweet about movie schedules
• Notify followers of new releases or
special offers
• Energizing
• Talking
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Tracking: Twitter
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Technology: YouTube
• 70% from USA
• Half over 20 years old
• Theater will upload trailers of all films: showing &
upcoming
• Video descriptions will provide information about
showings
• Option to like/dislike, comment & share the video
• Encourages word-of-mouth and sharing with friends
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Tracking: YouTube
• Views• Ratings• Comments• Total channel views• Total upload views• Number of subscribers• Where visitors come from to view the video (built-in)
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Recommendation: iPhone App
• Similar to Fandango - for The Art
Theater• Current and upcoming films•
View trailers from app (from YouTube)•
Can rate each film after viewing• Full
schedule for all upcoming films• links to
Facebook, Twitter, and YouTube
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Recommendation: RSS Feed
• provide a feed with press releases about upcoming films• make post on Sundays about upcoming week’s schedule• press releases about special events• Using Google Reader, user can share feed w/ friends (talking)
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Overall Evaluation
• If social media fails: • Local TV spots • Local radio spot • Daily Illini
• Dailyillini.com • Flyers• Partner with RSOs• Partner with Greek life
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References
http://www.thecuart.com
http://www.flickr.com
http://www.pakblogger.com/10-interesting-facts-about-youtube
http://net.educause.edu/ir/library/pdf/ers0906/rs/ERS0906w.pdf
http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adu
lts.aspx?r=1
http://www.marketingpilgrim.com/2009/05/99-of-18-24-year-olds-on-s
ocial-media-but-only-22-use-twitter.html
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Thanks. Questio
ns?