Mission Statement……………………………………………..3 Situation Analysis………………………………………………4Competitive Analysis…………………………………………..6Target Market Specification…………………………………...8 Marketing Objective …………………………………………10 Product Evaluation ………………………………………..…11Location Evaluation ………………………………….…….. 12Promotional Campaign ……………………………………...13Advertising Programs ……………………………………….18Sales Promotion ……………………………………………..21Guerilla Marketing …………………………………………...22 Timeline………………………………………………………..23Budget………………………………………………………....24

Table of Contents

To: Jeannine Ho, H+M CommunicationsFrom: Ennovy Bowman, Maria Nguyen, Alyssa Sanchez, Karmine Tawagon, Grant YiSubject: Marketing Campaign for Tomlin

Our mission for this project is to create a marketing campaign for the Ringling Bros. and Barnum & Bailey West Coast tour spanning from July 9, 2015 to August 3, 2015. Our objective is to drive 25% of ticket sales to the Hispanic market.The performances themselves provide great entertainment for parents and children alike.

In order to formulate an appropriate marketing campaign, we performed extensive research. Our primary research included data gathering and synthesizing from various websites. We also asked Hispanic peers questions in regards to their families.

After analyzing our research, we have composed a three-month long campaign that will begin early June and end early August. In this campaign, we engaged and created a relationship with our target audience. We will accomplish this by sharing the stories of the Ringling Bros. and Barnum & Bailey performance acts. We created the slogan “Let Us Share Our Family With Yours.” to encompasses the overall goal of our advertising programs and promotions.

Please feel free to contact us if you have any questions about this campaign.

Mission Statement

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Originating in London, the circus brand Barnum & Bailey’s Greatest Show on Earth first toured America in 1888. Following the death of P.T. Barnum in 1891, Bailey carried The Greatest Show on Earth to new heights. Meanwhile the Baraboo, Wisconsin natives, the Ringling Bros, were building a reputation of their own. Originating in 1884 the circus act made up of six brothers, quickly became known as the Kings of The Circus World. By 1905 Bailey sold the Ringling Bros 50% of the Barnum & Bailey brand. Upon Bailey’s death in 1906 the Ringling Bros purchased the remaining half of B&B for $100,000 from Bailey’s widow. After another year of legalities and an additional $300,000 Ringling Bros. became official owners of the Barnum & Bailey’s Greatest Show on Earth brand name. Thus the Ringling Bros. and Barnum & Bailey’s Greatest Show on Earth was formed.

Despite decades of success, in July 1956 the world-renowned circus was forced to close its doors due to financial troubles, but that was not the end. By late 1956 the circus act was recovered and rebranded by brothers Irvin and Israel Feld, who made their mark as pioneers in the rock and roll tour business. In April 1957, the Feld brothers led the Greatest Show on Earth in its first series of indoor performances. The success of the tours landed Feld’s ownership by 1967 and a new circus legacy was born. From 1967 to now the Feld’s family has upheld what is now considered a fundamental part of American heritage, growing stronger year after year with dazzling performances places heartwarming smiles on the faces of the children of American.

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Company Overview

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SWOT MatrixSTRENGTHS HIGHLY-ESTABLISHED BRAND

IMAGE VARIETY OF ENTERTAINMENT

PERFORMANCES FAMILY FRIENDLY LARGE REACH

WEAKNESSES: HISTORY OF ANIMAL

MISTREATMENT ALLEGATIONS. RAPIDLY DECREASING

INTEREST IN CIRCUS ACTS. LIMITED BILINGUAL

ADVERTISING DATED/DYING INDUSTRY

OPPORTUNITIES: TOUR LOCATIONS ARE WITHIN

RADIUS OF THE HISPANIC DEMOGRAPHIC.

ONE OF THE MAIN CIRCUS ACTS IS SPANISH SPEAKING.

MOST HISPANIC PARENTS HAVE HISTORIC TIES TO CIRCUS

REMOVING THE ELEPHANTS FROM THE ACT IN 2018  

THREATS: ALTERNATIVES FOR FAMILY

OUTINGS; SPORTING EVENTS, AMUSEMENT PARKS ETC.

PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS (PETA)

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Competitive AnalysisCirque Du Soleil

Cirque du Soleil is known for providing entertaining and artistic performances throughout the world. It is currently one of the most popular forms of performing entertainment, which targets adults 25 and over. Due to this, the Ringling Bros. and Barnum & Bailey is placed at a disadvantage because it has carved out a niche which remains unique, universal, and transcends cultures.

Circus Vargas

Circus Vargas is a family-oriented circus, based in California, and is one of the world’s biggest traveling circuses still using a big top tent. They do multiple performances in major cities along the California coast. Because many people may have already seen their show, most will not want to purchase tickets to another circus show such as Ringling Bros. and Barnum & Bailey.

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Competitive AnalysisAmusement Parks

Southern California has a wide variety of amusement parks, for all ages. These include Disneyland, Universal Studios, Six Flags, and Knott’s Berry Farm. A day at an amusement park is typically a full-day family outing. They often provides performances and interactions, in addition to thrill seeking rides, giving children more things to explore.

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Target Market SpecificationsThe target market of Ringling and Bros. Barnum & Bailey Circus is Hispanic families with young children. This group typically enjoys weekend family outings in order to create lasting memories with their children.

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Psychographics & Segmentation The target audience enjoys both traditional and new experiences. We would like to segment the target into the following categories:

Families with young children • Children ages 1-12 • Looking for new forms of family entertainment • Household of 3 or more • Middle income families

Grandparents with young grandchildren • Looking to spoil their grandchildren • Grandparents who has higher disposable income • Want to show their grandchildren a good time • Grandparents who want to share their childhood

experience with their grandchildren

Thrill-seeking children• Naturally curious • Always challenging themselves• Brave • Admires extreme stunts and acts

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The objective of our campaign is to increase the attendance of Hispanic families to the Ringling Bros. and Barnum & Bailey Circus Xtreme by creating a promotional program which integrates our message across all selected media vehicles to our target market. The Hispanic market are very family-oriented, therefore our campaign will be focused on making the connection between the circus and family.

Social Media

Social media is an integral part of our campaign. With the help of our YouTube series, contest, and supermarket events, we hope to drive traffic towards our social media platforms and increase viewership by 25% on Facebook, Instagram, and YouTube. By using these social media sites, we want to create an engaging experience which emphasizes a family experience.

Sales Objective

Drive 25% of ticket sales to the Hispanic market

Marketing Objectives

Product Evaluation

Circus Xtreme provides ways to entertain and astonish audiences with never before seen circus spectacles. Extraordinary animals and daredevil stunts will have the audience on the edge of their seat throughout the entire performance.

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Location EvaluationLocations

Staples Center (July 9-15) 48.5% hispanic population (2010)

Citizens Bank Arena (Ontario) (July 18-22) 69% hispanic population (2010)

Honda Center (July 25-Aug 3) 52.8% hispanic population (2010)

Channels of Distribution

Ticket Office at Venues Online-Ticketmaster, stubhub

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Meeting the Stars GoPro Partnership

Each act is given a GoPro to show a YouTube series of how the animals are treated, how they train for their performances, and their history with the circus. The goal of this is to create a story of each act in order to connect with the target market and in-order for them to understand the daily life of a circus performer.

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Meeting the Stars - The GoPro’s will provide audiences a glimpse into the daily life of each circus act. Troupe leaders from each act will wear a GoPro in rehearsal and participate in an interview. They will be explaining their background with the circus and their act.

Animal Approach: Using the GoPros to see their point of view and how they interact with the other animals and the trainers. This would provide an unbiased view of the animal lives within the circus.

Performer’s Approach: To connect on a more personal level, and giving families at-home, stories to relate and aspire to.

Meeting the Stars

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Spanish-Speaking Performers:In order to reach our Hispanic market, we will utilize the Spanish speaking performers for publicity on Spanish radio, and morning talk shows where they will tell their story and promote the contest. Animal trainer and Tiger presenter Taba Maluenda, will also be going into detail about the treatment of the various animals and the training process.

Animal Trainer and Tiger Presenter:Taba Maluenda (Chile native) will be the main spokesman for our GoPro Campaign. He will be interviewing with morning Hispanic news (Despierta America) to tell his story in Spanish.

Angel- Slackline (Brazil native) Interview: Discuss his multiple Brazilian Championships in slackline, and how he joined the circus.

Benny Ibarra- Pendulum of Steel (Mexico City native)Interview: Talk about the extremity and danger of his act, and his circus family background

Meeting the Stars

The purpose of this contest is to have participants show us what Xtreme stunts their animals can perform.

Show us your animal’s tricks (June 1st-June 21: Submission) Winners will be announced on June 21st

Contestants will submit 15 second videos of their pets doing tricks. Winners will be chosen based on public vote.

1st Prize: Win a GoPro and go backstage after the event 2nd Prize: Family 4 pack and a Ringling and Bros gift basket 3rd Prize: 2 free tickets

Xtreme Pets Contest

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MailersWe will be distributing printed mailers to the geographic areas nearby the Staples Center, the Honda Center, and the Citizen Bank Arena. These mailers are focused to increase reach, and attendance to the performances. E-mails will also be sent to subscribers from the website in order to retain the current market the Ringling Bros. and Barnum & Bailey has. By subscribing to the website’s preferred list, the audience are able to receive special offers first-hand without having to go to the trouble of going to a store, or looking online. The special offers and reminders of upcoming shows are being sent directly to their e-mail providing them ease and convenience.

FlyersFlyers will be distributed and posted nearby cities close to the Honda Center, the Staples Center, and the Citizen Bank Arena. In addition, these flyers will also be attached to the balloons being given out by the clowns participating in the supermarket promotion. These flyers will include details regarding future tour dates, location, and time.

Print Media

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Radio EndorsementsAfter the launch of the promotional campaign, we have requested radio stations, such as Univision K-Love Radio (107.5 FM) and KISS FM (102.7 FM), to promote our tour date, events and promotion campaign to gain exposure and create buzz. Radio stations will also be hosting contests and provide Radio stations can promote the Ringling Bros. and Barnum & Bailey Circus Xtreme by talking about one of our promotional campaign (i.e., “Hey John, have you seen this new video on YouTube about the Ring Master of Ringling Bros.? It was such a heartwarming story.”) and/or simply mentioning upcoming shows and special offers.

Dedicated Press DayOur dedicated press day will be used to create awareness that Ringling and Bros. Barnum and Bailey Circus is in town. We will reach the Hispanic market through popular Spanish stations, but we are not limiting it to only Spanish stations. For example, Univision, Telemundo, KTLA, ABC, CBS, and Good Morning LA.

Advertisement

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Social MediaSocial media networks can help the Ringling Bros. and Barnum & Bailey advertise upcoming show dates, contests, and special offers. This form of marketing is called earned media meaning Ringling Bros. and Barnum & Bailey’s Circus Xtreme’s show dates, and special offers such as coupons would be shared electronically, resulting in word-of-mouth advertising rather than paid media. Social media includes Facebook, Instagram and Twitter.

Facebook Facebook is a universal social media that is being used by all ages, therefore it is the most effective tool to reach out to our target market. We continued to utilize the Ringling Bros. Facebook Page to update followers and connected with them by liking and responding to their comments/posts. The “Event Page” feature of Facebook has been exploited to continually promote events and the special offers regarding that specific event or promotions. The “share” feature of Facebook can also be used to our advantage because of the importance Hispanics place on friends and family recommendations.

InstagramInstagram is a social media platform whose posts can easily be posted in Instagram and Facebook. This feature saves time and can easily highlight specific photos and quick videos that will portray the Ringling Bros. and Barnum & Bailey’s main features. This social media hub also has the ability to assist with various promotional and advertising campaigns hosted by us. For example, participants of the Animal Trick Contest can post their 15-second video on Instagram showing the trick their pet performed.

Social Media

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We have selected social bloggers to attend our opening act at the Staples center venue. We are going to utilize these influential hispanic bloggers to create excitement and stimulate word of mouth among the hispanic community.

Mami of Multiples Joscelyn Ramos Campbell blogs about the daily life of being a mother to her sons, and other activities such as fashion and food adventures.

De Su Mama Vanessa Bell dedicates her blog to her children and documents their memories and family history to better inform them of their bi-racial background.

Triathlon MamiChristina Ramirez depicts the story of being a mother, wife, and preschool teacher all while being a successful triathlete.

Advertisement

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Sales Promotion CouponsBy providing a coupon for families, specifically at a Hispanic supermarket we achieve our sales objective of driving sales toward this demographic.

Animal CrackersIn cooperation with our Nabisco partnership, when you buy a box of Barnum and Bailey Animal Crackers, you receive a 20% off coupon to use for 4 or more tickets on ticketmaster at checkout (at participating Northgate locations).

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Guerrilla marketingCreate a three-month partnership with Northgate markets. Select three stores within the radius of the event stadium within each of the tour cities and execute a two part in-store experience program.

With purchase of Ringling Bros Brand Animal Crackers receive 20% off a purchase of four or more tickets on TicketMaster.

Pop-up Face Painting and balloon animal stations within each store on select weekend correlating to the city tour dates

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Timeline

Budget

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