1 AAD  310:  Marketing  for  the  Arts                                                                                        Fall  2011  

AAD  310:  Marketing  for  the  Arts  Organizational  Overview  and  Background  

 The  first  step  in  your  marketing  journey  is  to  get  to  know  the  organization  that  you  will  be  researching  and  analyzing.     Thus,   the   first   step   in   the   research  process  will  be   to   investigate   the  arts  organization  that   your   team   has   been   assigned.     Your   team   will   compile   the   results   of   the   research   into   an  organizational   overview.     Please   remember   that   even   though   you   are   compiling   information,   it   is   not  appropriate  to  cut  and  paste  information  into  your  document.    You  must  write  your  own  material.                The   data   does   not   need   to   be   presented   in   the   order   as   outlined   below   –   it  may   be   easier   to   track  programming,  pricing,  audience,  and  promotional  strategies  data  together.    It  is  listed  separately  below  for  explanatory  purposes  only.          

I. Organizational  History  &  Mission  a. Provide  a  history  of   the  organization  from  conception  to  present   including  the  current  

mission  statement    

II. Products  a. Review  product  offerings  from  the  past  five  years  (or  as  far  back  as  you  can  collect  data  

–   e.g.   some   organizations   may   only   have   2   or   3   years   of   data).     Include   temporary  exhibitions,   collections   on   display,   performances,   screenings,   lectures,   educational  programs,  etc.      

b. For   each   product   area,   create   an   overview   that   explains   the   product,   type,   purpose,  frequency,  etc.    Provide  the  current  year’s  schedule  of  activity.    Additionally,  if  there  are  significant  historic  examples,  provide  those  as  well.    

III. Pricing  a. Examine  the  current  price  points  of  program  offerings  b. Review  as  much  historical  pricing  data  as  can  be  found.    Determine  any  trends  in  price  

increases,  decreases,  or  price  stabilization  (price  staying  the  same).        

IV. Audience  a. Identify  the  current  audience  for  the  organization  (who  is  attending?)  b. Identify   the   demographic   characteristics   (e.g.   gender,   age,   race,   income,   educational  

level)  of  the  current  audience    

V. Promotional  Strategies  a. Compile   information  on  how   the  products  are  promoted   (advertising,  public   relations,  

sales  promotions,  personal  selling)    

Note:  The  organizational  overview  summarizes  rather  than  analyzes   information.    The  summary  of  this  data  will  be  utilized  in  analysis  during  the  marketing  audit.                  

2 AAD  310:  Marketing  for  the  Arts                                                                                        Fall  2011  

Key  Resources  • Organization  Website    

o Collect  information  on:    § Programs    § Pricing  § Promotions  strategies  (look  for  press  releases,  pdf  brochures,  etc.)  

• Google  Alert  o Set  up  a  Google  Alert  that  will  scan  the  Internet  for  you  and  send  you  an  e-­‐mail  

with  any  articles  that  it  was  able  to  find  on  your  key  words.    You  can  set  up  an  alert  with  the  name  of  your  organization  as  well  as  other  relevant  key  words  or  competitors.    

• Media  Coverage  o Scan  local  media  site  (print  and  broadcast)  to  find  past  coverage  on  the  arts  

organization.        • Informational  Interview  

o Arrange  an  informational  interview  with  a  marketing  staff  member  from  the  arts  organization.    Be  honest  with  the  staff  member  about  your  purpose  (i.e.  “I  am  a  student  working  on  a  project  for  class”).  

o Out  of  respect  for  their  time,  you  will  only  be  able  to  ask  the  staff  member  to  have  one  conversation  with  your  team  that  is  no  more  than  30-­‐60  minutes.    Therefore,  plan  very  carefully  about  what  you  need  to  know  from  them  that  you  cannot  find  elsewhere.    I  strongly  suggest  you  conduct  all  the  background  research  before  scheduling  the  interview.      

o Write  your  questions  in  advance.        o Ask  if  you  can  have  print  materials  mailed  to  you.      

 Group  Project  Time  You  will  have  some  time  to  work  with  your  group  in  class  on  September  2.    By  this  date,  you  should  have  already  begun  your  research.    Submission  • Please  submit  your  work  via  Blackboard  under  Assignments    • Save  your  file  in  DOC  format  with  the  last  names  of  the  team  members  and  the  assignment  name:      

o last  names  assignment  name.doc    o For  example,  Melissa  Jones,  Joe  Smith,  and  Casey  Walker  would  save  as:  Jones  Smith  Walker  

Org  Background.doc  • The  assignment  must  be  submitted  before  class  begins  on  the  due  date  to  be  considered  on  time.    

Consult  syllabus  for  late  assignment  grading  policy.    Due  Date  Blackboard  Submission:  September  7    

AAD  310:  Marketing  for  the  Arts  Competitive  Analysis  

 There  are   two   types  of   competition:  direct  and   indirect.    Direct   competition   is   a  business   that  offers   the  same  product   to   the   same   target  market.     Indirect   competition   is  a   company  with   the   same  product  but  with  a  different  target  market  or  the  same  target  market  and  different  product.      For  the  purposes  of  your  plan,  you  will  look  at  both  direct  and  indirect  arts  competitors  as  well  as  non-­‐arts  competitors  (which,  by  definition,  would  be  an  indirect  competitor).    You  should  consider  both  direct  arts  and  indirect  arts  competitors  as  well  as  non-­‐arts  competitors  (what  else  is  vying  for  the  time  and  dollars  of  your  target)  in  your  analysis.    For  each  competitor,  you  will  need  to  provide  the  following  information:    

a. Name  of  competitor  b. Location  of  competitor  (address,  phone,  website)  c. Overview  or  mission  of  organization  d. Description  of  the  competitor’s  products  (goods  and  services)  e. Pricing  information  on  the  products  f. Position  of  product  in  the  market  (how  does  the  company  try  to  “sell”  the  product  to  the  

market?  For  example,  Burger  King  says  its  burgers  are  “flame  broiled”  –  it  is  differentiating  the  product  from  their  competitors.)  

g. Description  of  the  relevant  places  (for  exhibitions,  performances  as  well  as  ticketing  availability)    h. Description  of  the  target  market  i. Description  of  the  promotion  methods  used  (advertising,  sales  promotions,  personal  selling,  

and  public  relations)  j. Strengths  of  the  competitor  k. Weaknesses  of  the  competitor  

 Organize  your  competitive  analysis  into  the  following  categories  so  that  the  plan  reads  from  the  key  competitors  (direct  arts)  to  the  less  important  competitors  (non-­‐arts):  

• Direct  Arts  Competition  • Indirect  Arts  Competition  • Non-­‐Arts  Competition  (You  may  want  to  lump  areas  together  here  –  sports  viewing  options,  

golfing,  night  clubs,  tours,  etc.)    Why  do  we  do  a  competitive  analysis?      A  competitive  analysis  is  used  to  answer  the  following  questions  in  the  marketing  strategies  portion  of  the  plan:    

a. To  what  part  of  the  market  are  our  competitors  trying  to  appeal  to?  Can  our  organization  appeal  to  the  same  market  in  a  better  way?  Is  there  an  untapped  market  that  our  organization  could  appeal  too?    

b. What  is  the  competition's  current  market  share  (what  percent  of  the  total  customer  base  is  theirs)?  Can  you  tap  into  this  share  or  will  you  need  to  carve  out  your  own  market  niche?      

c. What  methods  of  promotion  does  the  competition  use?    Should  we  utilize  similar  methods?  d. How  does  the  competition  price  their  product?    Will  we  price  our  product  higher  or  lower  than  

the  competition?    Why?        These  questions  are  not  answered  in  the  competitive  analysis  portion  of  the  plan;  rather  this  section  is  utilized  to  inform  the  plan  later  on.      

Competitive  Analysis  Example  Below  is  an  example  of  how  you  may  structure  your  competitive  analysis.    Your  team  does  not  have  to  organize  the  data  in  this  manner  but  it  should  be  easily  readable  and  quickly  dissectible.        

   

     

Armstrong  Atlantic  State  Masquers  11935  Abercorn  St,  Savannah  912-­‐927-­‐5381  Box  Office  

www.finearts.armstrong.edu  

Overview:  The  Masquers  are  a  college  based  theatre  company  whose  audience  is  made  up  of  primarily  students  and  staff  from  Armstrong  University.    Tickets  range  in  price  from  free  to  $10.    Tickets  can  be  purchased  by  walk-­‐up  or  mail,  no  credit  cards  are  accepted.  It  is  one  of  the  few  performing  arts  groups  on  the  Southside  and  considered  to  be  “student  quality”  work.    Product:  College  based  productions    Price:  Free  -­‐  $10    Position:  Production  value  is  average,  generally  conservative  plays    Place:  Tickets  can  be  purchased  by  walk-­‐up  or  mail,  no  credit  cards  are  accepted.    Performances  are  always  conducted  on  the  Armstrong  campus    Target  Market:  Armstrong  University  college  community      Promotion:  Posters  on  campus,  listings  in  calendar  section  of  local  newspapers,  website    Strengths:  One  of  the  few  performing  arts  groups  on  the  Southside    Weaknesses:  Considered  to  be  student  work  and  not  usually  attended  by  general  public  

   

     

Arts  Center  of  Coastal  Carolina  14  Shelter  Cove  Ln,  Hilton  Head  Island  

843-­‐842-­‐2787  Main  Office  www.artshhi.com  

Overview:  The  Arts  Center  is  a  professional  performing  arts  facility  offering  plays,  musicals,  concerts  and  dance  programs  aimed  primarily  at  the  Hilton  Head  Island  community.    Prices  range  from  $24-­‐$42.    Tickets  can  be  purchased  either  by  phone  or  walk-­‐up.        Product:  Musicals,  plays,  concerts,  lectures,  gallery  exhibitions,  classes  and  workshops  for  children  and  adults    Price:  $24-­‐$42    Position:  High  quality  professional  productions    Place:  Tickets  can  be  purchased  either  by  phone  or  walk-­‐up.    Performance  conducted  at  the  Arts  Center.    Target  Market:  Hilton  Head  Island  community,  upper-­‐income,  Caucasian,  college-­‐educated      Promotion:  Direct  mail  to  subscribers,  listings  in  calendar  section  of  local  newspapers,  advertisements  in  local  papers,  billboard,  hotel  rack  cards,  public  relations  activity  to  promote  media  coverage,  website    Strengths:  Strong  community  support  on  HHI;  Productions  are  considered  by  community  to  have  a  high  production  value;  Only  real  choice  for  theatre  on  HHI;  Beautiful,  flexible  facility.    Weaknesses:  Limited  target  market  –  only  reaching  HHI  community;  no  online  ticketing  

 

AAD  310:  Marketing  for  the  Arts  Marketing  Audit  

 Before   an   organization   can   successfully   plan,   it   must   assess   its   current   environment.     This   is   done  through  the  completion  of  a  marketing  audit.    The  audit  includes  an  examination  of  both  internal  factors  and  external  or  environmental  factors.    Internally,  an  assessment  is  conducted  of  both  the  strengths  and  weakness  of  the  organization.    Similarly,   the  external  environment   is  considered  for  opportunities  and  threats.    The  SWOT  analysis  (strengths,  weaknesses,  opportunities,  and  threats)  is  performed  early  on  in  the   planning   stages   in   order   to   assist   the   organization   in   evaluating   the   internal   and   environmental  factors  that  could  impact  the  organization  or  project.    In  order  to  complete  the  SWOT  Analysis,  you  will  need  to  consider  everything  you  have  learned  thus  far  from  the  Organizational  Background  and  History,  the  Community  Profile  and  the  Competitive  Analysis.    You  may  also  need  to  consider  other  factors.    Utilize  the  SWOT  Analysis  Consideration  handouts  as  you  work  to  compile  your  SWOT  Analysis.    The  marketing  audit  should  be  written   in  narrative  format  (using  complete  sentences  and  paragraphs)  utilizing  the  four  appropriate  subheadings  plus  an  introductory  paragraph  and  a  concluding  summary.      Please   format   your   paper   according   to   the   following   outline   (you   do   not   need   a   subheading   for   the  introduction  or  conclusion,  nor  do  you  need  to  include  the  numbering):    

I. Introductory  Paragraph  a. An  explanation  describing  the  marketing  audit  b. A  thesis  statement  for  the  marketing  audit  

II. Strengths  III. Weaknesses  IV. Opportunities  V. Threats  VI. Concluding  Summary  

a. Summarize  all  of  the  information  in  the  audit  without  introducing  any  new  information    The  completed  audit  should  be  3-­‐4  single-­‐spaced  pages.    A  sample  marketing  audit  has  been  uploaded  to  Blackboard.              Submission  • Please  submit  your  work  via  Blackboard  under  Assignments    • Save  your  file  in  DOC  format  with  the  last  names  of  the  team  members  and  the  assignment  name:      

o last  names  assignment  name.doc    o For  example,  Melissa  Jones,  Joe  Smith,  and  Casey  Walker  would  save  as:  Jones  Smith  Walker  

SWOT.doc  • The  assignment  must  be  submitted  before  class  begins  on  the  due  date  to  be  considered  on  time.    

Consult  syllabus  for  late  assignment  grading  policy.        

AAD  310:  Marketing  for  the  Arts  Final  Marketing  Research  Project  

 As  the  final  element  of  your  group  project,  your  team  will  work  together  to  take  each  research  section,  revise  it  and  integrate  it  into  one  plan.    Content  Each  section  of  the  plan,  please  complete  the  following  steps  for  the  final  project:    

q Revise  and  correct  each  section  according  to  the  comments  provided  to  the  group  q Each  section  should  include  an  introduction  with  a  thesis  statement  and  a  conclusion  q Review  grading  rubric  to  revise  accordingly    

 The  following  elements  of  the  marketing  plan  should  be  included  in  this  order:  

q Cover  (could  be  compelling  image,  logo,  name  of  company,  etc.)  q Credit  Page  (name  of  team  members,  class  information,  date,  etc.)  q Table  of  Contents  q Organizational  Overview  q Community  Profile  q Competitive  Analysis  q Marketing  Audit  q End  notes  (different  than  the  bibliography  –  endnote  list  in  numerical  order  the  sources  you  quoted  or  

paraphrased.    Use  Turabian  style  for  citation  formatting.)  q Bibliography  (in  alphabetical  order.  Formatted  Turabian  style)  q Photograph  Credits  

   Layout  and  Formatting  Appearance  is  crucial  to  the  final  project.    Your  final  submission  should  incorporate  visual  elements  including  photographs,  tables  and/or  graphs  to  highlight  information.    Your  final  project  should  include:  

q Be  formatted  in  a  way  that  is  easy  to  read.    Utilize  white  space,  color,  a  consistent  amount  of  text  on  each  page,  etc.  

q Header  pages  for  each  section  q Page  numbers  q Photographs  

o Should  include  captions  if  necessary  to  understand  inclusion  of  photography  o Must  include  credits  for  photographs  either  with  each  image  or  as  a  final  page  in  the  project  with  

the  title  “Photograph  Credits”  q Tables    

o Should  be  titled  with  the  word  “Table”  followed  by  a  number  and  then  a  name.  For  example:            Table  2.  Demographic  Characteristics  of  Fayette  County  by  Household  Income        

o References  to  tables  in  the  narrative  should  utilize  the  Table  number  (e.g.  As  illustrated  in  Table  2…)  as  opposed  to  referring  to  its  location  (e.g.  As  illustrated  in  the  table  below…).  

q Graphs  o Should  be  titled  with  the  word  “Figure”  then  a  number  and  then  a  name.    For  example:                        

Figure  4.  Demographic  Characteristics  of  Fayette  County  by  Ethnicity        o References  to  tables  in  the  narrative  should  utilize  the  Figure  number  (e.g.  As  illustrated  in  Figure  

4…)  as  opposed  to  referring  to  its  location  (e.g.  As  illustrated  in  the  figure  below…).          

Submission  Please  submit  a  final  bound  version  of  your  Marketing  Research  in  class  on  the  due  date.    The  final  version  should  have  a  front  and  back  cover  and  be  spiral  bound.        Please  submit  your  work  via  Blackboard  under  Assignments  

q Save  your  file  in  PDF  format  with  your  team’s  last  names  and  the  assignment  name:  

o last  name  assignment  name.pdf  o Peter  Brown,  Joanna  Jones  and  Ann  Smith  would  save  as:  brown  

jones  smith  final.pdf  q The  assignment  must  be  submitted  before  class  begins  on  the  due  date  to  be  considered  on  time.  Consult  

syllabus  for  late  assignment  grading  policy.  

AAD  310:  Marketing  for  the  Arts  Peer  Review  

               Please  complete  one  form  for  each  of  your  team  members.  Team  _______________________________    Your  Name___________________________     Team  Member________________________    Rating  Scale  Select  the  rating  that  best  describes  the  overall  performance.      5   =   Excellent  (performance  regularly  exceeds  job  requirements;  exceptional)  4   =   Good  (performance  consistently  meets  and  frequently  exceeds  job  requirements)  3   =   Satisfactory  (performance  regularly  meets  job  requirements)  2   =   Fair  (performance  sometimes  meets  job  requirements;  marginal)  1   =   Unsatisfactory  (performance  fails  to  meet  job  requirements)  

 Teamwork               1   2   3   4   5  Works  effectively  with  other  committee  members       □   □   □   □   □  Open  to  new  learning  and  feedback  without  becoming  defensive     □   □   □   □   □    Problem  Solving             1   2   3   4   5  Recognizes  and  analyzes  work-­‐related  problems         □   □   □   □   □  Effectively  resolves  difficult  situations  and  making  decisions       □   □   □   □   □  when  necessary    Accountability             1   2   3   4   5  Displays  professionalism  in  approach  to  work         □   □   □   □   □  Accepts  responsibility  for  all  areas  of  the  job         □   □   □   □   □  Does  not  make  excuses  or  blame  others  for  mistakes       □   □   □   □   □  Attended  all  meetings  and  arrived  on  time         □   □   □   □   □  Follows  up  with  members  to  ensure  understanding  and  timeliness       □   □   □   □   □    Motivation               1   2   3   4   5  Displays  a  positive  attitude  in  completing  assignments  and  interacting     □   □   □   □   □  with  others  Fosters  energy  and  enthusiasm  in  others         □   □   □   □   □  Motivates  team  members  to  cooperate  and  help  each  other       □   □   □   □   □  Easy  to  talk  with  even  when  under  pressure         □   □   □   □   □  

 Work  Quality               1   2   3   4   5  Produces  accurate  and  thorough  work           □   □   □   □   □  Uses  time  effectively             □   □   □   □   □  

 Planning/Organizing             1   2   3   4   5  Effectively  sets  and  balances  priorities           □   □   □   □   □  Conducts  efficient  and  effective  meetings         □   □   □   □   □    Communication             1   2   3   4   5  Communicates  oral  and  written  thoughts  clearly  and  effectively     □   □   □   □   □  Keeps  committee  members  well  informed         □   □   □   □   □  Seeks  out  and  understands  others  ideas         □   □   □   □   □                     Total  (add  the  scores  above)    ________/100  

Please  type  your  responses  to  the  following  questions.    

1. Describe  how  the  team  member  contributed  to  the  group.                    

2. Describe  the  team  member’s  role  on  the  team  in  terms  of  team  work,  problem  solving,  accountability,  motivation,  and  communication.                        

3. Explain  why  the  team  member  deserves  the  grade  that  you  have  listed  above.                      

4. What  do  you  think  was  the  best  thing  the  team  member  contributed  to  the  team  project?                        

5. What  could  the  team  member  have  done  differently  to  be  more  successful  as  a  team  member?    

AAD  310:  Marketing  for  the  Arts  Promotion  Plan  

 Once  you  have  completed  the  Marketing  Research  and  Analysis,  you  can  now  being  to  make  decisions  for  the  future  of  the  organization.    This  next  step  is  called  the  Promotion  Plan.    The  Promotion  Plan  will  be  completed  individually  but  is  based  on  group  research.          Audience  Development  Objective  As  the  next  step  in  your  marketing  research,  you  will  create  a  product  that  will  broaden,  deepen  or  diversity  participation  for  your  organization.    

• Broaden  participation:  increase  the  number  of  people  in  the  community  who  are  participating  in  the  arts.    • Deepen  participation:    encourage  those  who  are  attending  to  participate  more  frequently  and/or  in  a  

broader  range  of  arts  experiences    • Diversify  participation:  encourage  specific  constituencies  (such  as  children  or  specific  cultural  groups)  to  

participate.    

Utilizing  the  SWOT  analysis  completed  by  your  group,  determine  the  most  significant  need  for  your  organization  in  terms  of  audience  development.  Remember:  you  want  to  leverage  the  strengths  of  the  organization,  offset  or  improve  the  stated  weaknesses,  take  advantage  of  the  available  opportunities,  and  minimize  the  risk  of  potential  threats.  Then,  you  will  create  an  audience  development  objective.  

 The  objective  that  you  write  should  be  SMART1:  specific,  measurable,  achievable,  realistic,  and  time-­‐based.  

ü Specific:  Objectives  should  be  clearly  stated  in  terms  that  make  their  achievement  detailed  and  concrete.    If  an  objective  is  specific,  we  should  be  able  to  easy  know  if  it  was  achieved.  

ü Measurable:  Objectives  should  provide  measurable  outcomes  with  quantifiable  methods  of  assessment.    Rather  than  stating,  “The  event  will  attract  a  significant  number  of  painting  majors”  and  measureable  outcome  would  state,  “The  event  will  attract  40  painting  majors”  or  “The  event  will  attract  20%  of  all  painting  majors.”  

ü Achievable:  Objectives  must  be  achievable.    This  doesn’t  mean  that  objectives  should  be  easy  -­‐-­‐  they  should  be  challenging  but  not  impossible.    For  example,  an  objective  stating  “We  will  achieve  100%  customer  satisfaction”  isn’t  realistically  achievable.    A  better  objective  would  be  “Increase  customer  satisfaction  12%  over  the  next  12  months.”    

ü Realistic:    Realistic  objectives  recognizes  factors  that  cannot  be  controlled.    For  instance,  it  wouldn’t  be  realistic  to  expect  that  personnel  in  charge  of  building  maintenance  could  increase  customer  purchases  by  12%.    This  staff  maybe  able  to  assist  in  the  meeting  of  this  objective  but  they  themselves  do  not  have  the  tools  necessary  to  accomplish  this  objective.    Thus,  objectives  must  be  realistic  for  the  department  and  employees  to  achieve.  

ü Time-­‐Based:  The  final  factor  for  a  good  objective  is  that  it  is  time-­‐based.    Objectives  should  include  deadlines  for  achievement  that  help  make  the  objective  real  and  tangible.            

Sample  objective:  § Increase  attendance  to  the  museum  by  people  residing  in  the  targeted  region  (e.g.  zip  codes:  

40511,  40516,  40503)  by  12  percent  in  the  next  24  months  (broadening  participation)    Audience  Development  Objective  Format  Paragraph  overview  of  how  and  why  you  determined  your  objectives  based  on  the  SWOT  analysis.  

• Identify  1-­‐3  objectives  based  on  the  SWOT  • Put  the  objectives  in  bullet  format  • Make  sure  that  they  follow  the  SMART  criteria  

 

                                                                                                               1  Peter  Drucker.    The  Practice  of  Management.  1954.  

Target  Market  Selecting  your  target  market(s)  is  essential  to  be  able  to  design  solid  product  and  promotional  activities.    In  this  section  of  your  plan,  you  will  select  the  target  market(s)  that  you  believe  the  organization  should  focus  on  in  order  to  achieve  the  objective  identified  above.      

 For  each  target,  you  should:  

• Provide  an  overview  which  relate  the  target  to  the  larger  community  (use  data  from  your  community  profile)  

• Identify  the  demographic,  geographic,  psychographic  and/or  usage/benefit  characteristic  • Strengths  of  the  market  • Weaknesses  of  the  market  • Conclude  with  a  summary  that  reviews  the  target  recommendations  

 Target  Market  Format  Paragraph  overview  of  how  and  why  you  determined  your  target  markets  for  the  organization.    Name  of  Target  (e.g.  Young  Professionals,  Savvy  Seniors  –  feel  free  to  be  creative)  Paragraph  describing  how  they  relate  the  target  to  the  larger  community  (use  data  from  your  community  profile),  data  from  national  art  attendance  research  and  specific  demographic  characteristics  of  the  target  (gender,  age  range,  family  status,  race,  income  and  education  level)    Target  Strengths  

• Provide  a  bulleted  list  of  the  strengths  of  the  target  market  (e.g.  women  are  more  likely  to  attend  arts  events;  the  age  demographic  represents  30  percent  of  the  local  population;  people  with  college  degrees  are  more  likely  to  attend  arts  events)  

• Typically  a  target  should  have  5-­‐8  strengths    Target  Weaknesses  

• Provide  a  bulleted  list  of  the  weaknesses  of  the  target  market  (e.g.  there  is  currently  a  limited  relationship  between  the  target  and  the  organization;  current  promotional  activities  are  insufficient  to  reach  this  potential  market;  the  average  income  bracket  makes  them  least  likely  to  donate  to  the  organization)  

• Typically  a  target  should  have  3-­‐4  weaknesses    Provide  a  paragraph  summation  of  the  target  recommendation  which  describes  why  this  is  the  best  target  to  pursue  for  the  organization  at  this  time.    **Repeat  entire  sequence  if  you  select  more  than  one  target  market.    You  must  select  at  least  one  but  could  have  up  to  three.    You  may  also  have  one  Primary  Target  Market  and  one  or  two  Secondary  Target  Markets  (secondary  markets  are  important  but  not  where  you  would  put  your  most  resources).    Summary  After  you  have  completed  the  above  sequence  for  each  target  market  you  wish  to  pursue,  write  an  overall  summary  of  the  recommendations.    Product  Portfolio  In  order  to  achieve  the  audience  development  objective  and  reach  the  target  market  described  above,  you  must  create  a  product  for  your  organization.    You   should   describe   the   good(s)   and/or   service(s)   that   will   be   offered   to   your   customer   –   it   can   include   a  temporary   exhibition,   a   performance   series,   film   screenings,   lectures,   tours,   educational   programs,   etc.     For  instance,   you  may   wish   to   design   a   performance   and   then   have   a   lecture,   an   educational   program   and   a   film  screening  to  support  the  marketing  objectives  –  that  is  perfectly  acceptable.        

 Your  product  portfolio  should  include:  

I. Description  of  the  product  (be  as  specific  as  possible)  II. Explanation   as   to   why   the   product   is   competitive   compared   with   other   products   described   in  

competitive  analysis  III. Strengths  of  each  product  IV. Weaknesses  of  each  product  

 Product  Portfolio  Format  Write  a  paragraph  overview  of  how  and  why  you  created  the  following  product(s)  for  the  organization.        Name  of  Product  Write   a   paragraph   description   of   each   product   (be   as   specific   as   possible)   and   an   explanation   as   to   why   the  product  is  competitive  compared  with  other  products  described  in  competitive  analysis.    Product  Strengths  

• Provide  a  bulleted  list  of  the  strengths  of  the  product  which  relate  to  the  SWOT,  the  competition  and  the  marketplace  

• Typically  a  product  should  have  5-­‐8  strengths      Product  Weaknesses  

• Provide  a  bulleted  list  of  the  weaknesses  of  the  product  which  relate  to  the  SWOT,  the  competition  and  the  marketplace  

• Typically  a  product  should  have  3-­‐4  weaknesses    

 Positioning  Positioning   is  predetermining  the  perceived  value   in   the  eyes  of   the  consumer.  Positioning  can  be  accomplished  through  promotional  activities.  To  be  successful,   you  must  decide  what  your  product  or   service  offers   that  your  competitor's  product  does  not  and  promote  it  as  the  unique  benefit.    Very  few  items  on  the  market  have  universal  appeal  your  product  or  service  cannot  be  all  things  to  all  people.  However,  if  you  position  your  product  or  service  properly,  prospective  purchasers  or  users  will  immediately  recognize  its  benefits  to  them.    Positioning  Format  Write   a   two-­‐paragraph   narrative   (approx.   250-­‐300   words)   describing   how   you   will   position   the   product   you  described   in   the  product  portfolio  with   in   the  market.    Be  sure   to  explain  why  you  have  chosen   this  positioning  strategy  based  on  the  marketing  audit  and  competitive  analysis.            Pricing  In  this  section  of  your  plan,  you  will  create  a  pricing  structure  for  your  products  from  the  product  portfolio  based  on  market  research  and  financial  considerations.          

I. Estimate  Range  Basic  marketing  strategy   is   to  price  within   the   range  between  the  price  ceiling  and   the  price   floor.    The  price   ceiling   is   determined   by   the  market;   it   is   the   highest   cost   a   consumer   will   pay   for   a   product   or  service  and  is  based  on  perceived  value.    In  order  to  determine  the  price  ceiling,  you  would  need  to  know:    

• What  is  the  competition  charging?    • What  is  the  comparative  quality  of  the  product  or  service  you  are  offering?    • What  is  the  nature  of  the  demand?  • What  is  the  image  you  are  projecting?  

 

The  price  floor  is  the  lowest  amount  at  which  you  can  offer  a  product  or  service  while  meeting  all  the  costs.    Profitable  businesses  operate  between  the  price  ceiling  and  the  price  floor.    The  difference  allows  for  discounts,  bad  debt  and  returns.    Nonprofit  pricing  strategy  often  take  into  account  contributed  income  as  a  subsidy  –  meaning  the  product  is  priced  below  the  price  floor  with  planned  contributed  income  to  raise  the  total  income  between  the  price  floor  and  price  ceiling.      

 II. Set  Pricing  Objective  

You  should  consider  what  the  appropriate  pricing  objective  is  for  each  product:  revenue  maximization  (also  called  cost  recovery)  or  audience  size  maximization  or  price  stabilization  (status  quo).      

 III. Determine  Pricing  

Utilizing  all  the  information  gathered  above  select  a  pricing  method,  develop  the  pricing  structure,  and  define  relevant  discounts.  

 Pricing  Format  Write  a  two-­‐paragraph  narrative  (approx.  250-­‐300  words)  describing  how  you  will  price  the  product  you  described  in   the   product   portfolio.     Be   sure   to   explain   why   you   have   chosen   this   pricing   strategy   (e.g.   audience   size  maximization)  based  on  the  marketing  research  and  the  audience  development  objective.          Provide  a  list  or  table  of  the  prices  outside  of  the  narrative  for  easy  viewing.    Make  sure  to  include  any  discounts  you  are  offering.        

AAD  310:  Marketing  for  the  Arts  Communications  Plan  

 In  this  final  section  of  the  marketing  plan,  you  will  work  to  identify  and  discuss  the  communications  and  promotional  strategies  that  you  will  utilize  to  promote  your  product  from  the  product  portfolio.  For  the  purposes  of  the  class,  you  must  create  at  least  one  strategy  for  each  type  (media  buying,  database  marketing,  sales  promotion,  public  relations  and  personal  selling).    You  may  want  to  use  a  technique  multiple  ways  (e.g.  send  four  different  database  marketing  pieces)  or  other  techniques.          

I. Advertising  a. Media  Buying  

The  media  buying  plan  should  include  a  discussion  of  both  print  and  radio  advertising  and  may  also,  if  appropriate,  include  television  advertising.    You  need  to  indicate,  specifically,  all  the  publications  that  you  will  place  print  ads  in,  the  size  of  the  ads,  the  cost,  frequency,  and  timeline.    For  radio  and/or  television,  indicate  what  broadcasters  you  will  run  spots  with,  how  many  seconds  are  the  spots,  the  cost,  frequency,  and  timeline.          

b. Database  Marketing  Your  database  marketing  plan  should  consider  direct  mail  and  e-­‐mail.    Your  plan  should  include  your  company’s  transactional  and/or  customer  database  as  well  as  marketing  databases  that  you  exchange,  rent  or  purchase.    Discuss  how  you  will  select  (and  why)  transactional  recipients  (recency  of  purchase,  frequency,  amount  of  dollars,  or  what  was  purchased)  and  how  you  will  select  (and  why)  you  will  utilize  marketing  databases.      For  the  databases,  decide  how  many  brochures/mail  pieces  you  will  send  in  total,  how  many  times  you  will  contact  each  person  via  mail,  include  a  schedule  which  includes  copy  deadlines,  design  deadlines,  printing  deadlines,  mail  house  deadlines,  and  dates  of  customer  receipt.          

Also,  how  will  you  utilize  e-­‐mail  database  marketing?    Be  sure  to  discuss  who  will  be  contacted,  how  the  e-­‐mail  addresses  will  be  obtained,  how  you  will  select  recipients  (see  above),  and  how  frequently  you  will  send  e-­‐mail.        

c. Other  Advertising  Techniques  Consider  any  other  advertising  techniques  that  you  will  utilize  including  but  not  limited  to  posters,  rack  cards,  billboard,  display  signs,  and  point  of  purchase  displays.      

 II. Sales  Promotion  

a. For  sales  promotion,  consider  any  short-­‐term  incentives  that  you  will  offer  to  encourage  purchase.    Your  discussion  must  include  the  target  of  the  promotion,  why  you  want  to  target  them,  the  objective  in  reaching  out,  the  communication  method  for  announcing  the  sales  promotion,  the  specific  incentive  you  will  offer  to  the  target,  and  the  timeframe.    

III. Public  Relations  a. Consider  how  you  will  integrate  public  relations  techniques  into  your  promotions  campaign.    This  may  

include  press  releases,  press  kits,  calendar  reports,  interview  arrangement,  media  relations,  press  conferences,  etc.    Make  sure  to  discuss  who  the  recipients  of  these  items  are  and  how  these  outlets  relate  to  your  target,  how  you  may  tailor  your  pitch  to  different  media  outlets,  what  the  objective  is  in  the  contact,  and  the  timeline  for  distribution/contact.    

IV. Personal  Selling  a. Personal  selling  should  consider  any  techniques  you  utilize  that  is  a  personal  and  direct  contact  with  the  

target.    This  may  include  presentations  to  specific  groups  that  you  believe  may  be  interested  in  the  product,  telemarketing,  and/or  meetings  with  key  decisions  makers  for  purchase.    In  this  part  of  the  plan,  be  sure  to  discuss  who  will  be  targeted  for  personal  selling  (identify  specific  groups  or  customers  from  your  transactional  database  that  have  specific  criteria),  discuss  why  these  targets  were  selected,  the  objectives  for  contact,  and  the  timeline  for  contact,  meetings,  and  presentations.  

AAD  310:  Marketing  Materials  Print  Advertisement  

 In  the  marketing  materials  section  of  the  plan,  you  will  bring  your  communications/promotions  plan  to  life.    You  will  create  the  materials  necessary  to  carry  out  your  promotions  plan.    The  materials  should  carry  a  cohesive  message  throughout  and  be  designed  to  reach  your  stated  targets  and  present  the  stated  product  position.        As  the  first  piece,  you  will  create  a  print  advertisement  for  a  product  described  in  the  promotions  plan.  This  should  be  done  in  conjunction  with  the  advertising  /  media-­‐buying  plan  you  are  writing  for  your  communications  plan.      The  advertisement  must  be  designed  to  the  specifications  as  indicated  by  the  media-­‐buying  plan  (size,  color,  etc.).    From  Communications  Plan  

a. Media  Buying  The  media  buying  plan  should  include  a  discussion  of  both  print  and  radio  advertising  and  may  also,  if  appropriate,  include  television  advertising.    You  need  to  indicate,  specifically,  all  the  publications  that  you  will  place  print  ads  in,  the  size  of  the  ads,  the  cost,  frequency,  and  timeline.    For  radio  and/or  television,  indicate  what  broadcasters  you  will  run  spots  with,  how  many  seconds  are  the  spots,  the  cost,  frequency,  and  timeline.        

 Work  on  the  Advertising  section  of  your  communications  plan  before  you  design  your  print  ad.        Print  Advertisement  Draft  

1. Complete  your  draft  of  your  print  advertisement.  2. Submit  your  work  as  a  .jpg  file  to  the  Discussion  Board  by  Monday,  October  31  no  later  than  10:00  a.m.  

EST  with:  o A  250-­‐300  word  description  of  the  ad  which  includes  the  name  of  the  organization  and  event  and  

the  identification  of  your  target  audiences  for  the  ad.    Also,  include  an  explanation  of  how  your  design  choices  appeal  to  that  audience.  In  this  regard,  consider  the  following:  Image,  Headline,  Copy,  Layout,  Signature,  Call  to  Action,  Ad  Size,  Color(s),  and  White  Space  

o A  copy  of  your  media  buying  plan  

Peer  Review    After  you  have  posted  your  work,  review  and  respond  to  at  least  three  of  your  classmate’s  postings.  In  your  response,  select  a  minimum  of  three  of  the  following  elements  to  discuss  and  respond  to  the  related  questions.    Your  review  should  be  250-­‐300  words  for  each  of  your  classmate’s  postings.    Post  your  review  of  your  classmate’s  work  no  later  than  Monday,  October  31  no  later  than  11:59  p.m.  EST.    

1.          Image:  Is  the  image  effective  at  capturing  the  attention  of  the  reader?  Why  or  why  not?    How  does  the  image  relate  to  the  product?  2.          Headline:  What  headline  strategy  is  being  used  (piquing  curiosity,  solution  to  a  problem,  explaining  a  benefit)?  Is  the  headline  short  and  snappy?    Does  it  relate  to  the  reader?  Is  the  location  of  the  headline  in  a  place  that  will  draw  the  reader  to  read  it  in  relation  to  the  visual?  3.          Copy:  Does  the  copy  appeal  to  the  “reader’s  self”  (focused  on  the  benefit  to  the  consumer  NOT  the  benefit  to  the  organization)?    Why  or  why  not?  4.          Layout:  What  layout  is  being  utilized  (Ogilvy,  Z,  with  Illustrations,  Simple  Visual,  Super-­‐Sized,  Coupon)?    Would  a  different  layout  be  more  effective?  5.          Signature:  What  specific  elements  are  included  in  the  signature  of  the  ad  (e.g.  company  name  or  logo,  phone,  website,  address,  social  networking  sites)?  Where  is  the  signature  on  the  ad?    Is  the  reader  naturally  drawn  to  it?  6.          Call  to  Action:  Is  the  ad  calling  the  reader  to  action?    If  yes,  what  action?    If  no,  should  it  be?  7.          Ad  Size:  Will  the  ad  be  effective  in  its  current  size  considering  the  other  ads/copy  surrounding  it?    Why  or  why  not?  

8.          Color:  Is  color  being  used  effectively  in  the  ad?    How  could  the  ad  incorporate  color  or  reduce  color  and  still  be  effective?  9.          White  Space:  Is  the  ad  effectively  incorporating  white  space?  What  could  be  eliminated  to  allow  for  more  white  space  without  diminishing  the  effectiveness  of  the  ad?  

 Revision    Based  on  the  comments  from  your  peers  and  from  seeing  the  work  of  your  peers,  revise  your  print  advertisement.    Write  a  250-­‐word  explanation  of  what  you  learned  from  the  peer  review  process  and  how  your  work  improved.    Post  the  revision  response  and  your  revised  print  advertisement  to  your  original  discussion  thread.    Post  your  revision  no  later  than  Monday,  November  7  no  later  than  11:59  p.m.  EST.    Final  Submission  Final  submission  of  your  print  advertisement  will  be  done  with  your  final  promotional  plan  and  marketing  campaign  on  December  9.            Print  Advertisement  Rubric  Visual                       /20       Eye-­‐catching/novel                 /5     High  quality  image                 /5     Style  of  piece  fit  message               /5     Quality  of  material                 /5      Text/Typography                     /20     Effective  use  of  typography  (font,  spacing,  legibility,  size)         /5     Choice  of  words/verbiage               /5     No  spelling  or  grammar  errors             /5     Facts  correct                 /5    Layout                       /20     Overall  layout  and  composition             /5  

Hierarchy                   /3  Use  of  grid                 /3  

  Use  of  space                   /3     Good  flow                 /3  

Effective  and  complete  signature               /3    Message                       /20     Strong  and  clear  message               /10  

Concise                   /5     Consistent  branding               /5    Audience                       /20     Relevant  to  target  market               /10     Call  to  action                 /5     Easy  for  market  to  respond               /5    TOTAL                     /100      

AAD  310:  Marketing  for  the  Arts  Direct  Mail  Piece  

 As  the  second  piece  of  your  promotions  portfolio,  you  will  create  a  direct  mail  piece  for  a  product  described  in  the  promotions  plan.  This  should  be  done  in  conjunction  with  the  database  marketing  plan  you  are  writing  for  your  communications  plan.      The  direct  mail  piece  must  be  designed  to  the  specifications  as  indicated  by  the  media-­‐buying  plan  (size,  color,  etc.).    Additionally,  the  direct  mail  piece  should  complement  the  advertisement  that  you  have  already  made.    From  Communications  Plan  

b. Database  Marketing  Your  database  marketing  plan  should  consider  direct  mail  and  e-­‐mail.    Your  plan  should  include  your  company’s  transactional  and/or  customer  database  as  well  as  marketing  databases  that  you  exchange,  rent  or  purchase.    Discuss  how  you  will  select  (and  why)  transactional  recipients  (recency  of  purchase,  frequency,  amount  of  dollars,  or  what  was  purchased)  and  how  you  will  select  (and  why)  you  will  utilize  marketing  databases.      For  the  databases,  decide  how  many  brochures/mail  pieces  you  will  send  in  total,  how  many  times  you  will  contact  each  person  via  mail,  include  a  schedule  which  includes  copy  deadlines,  design  deadlines,  printing  deadlines,  mail  house  deadlines,  and  dates  of  customer  receipt.          Also,  how  will  you  utilize  e-­‐mail  database  marketing?    Be  sure  to  discuss  who  will  be  contacted,  how  the  e-­‐mail  addresses  will  be  obtained,  how  you  will  select  recipients  (see  above),  and  how  frequently  you  will  send  e-­‐mail.        c. Other  Advertising  Techniques  Consider  any  other  advertising  techniques  that  you  will  utilize  including  but  not  limited  to  posters,  rack  cards,  billboard,  display  signs,  and  point  of  purchase  displays.      

 Work  on  the  database  marketing  section  of  your  communications  plan  before  you  design  your  direct  mail  piece.        Direct  Mail  Draft  

1. Complete  your  draft  of  your  direct  mail  piece.  2. Save  your  file  in  JPG  or  PDF  format  with  your  name  and  the  assignment  name:      

o last  name  assignment  name.pdf    o Ann  Smith  would  save  as:    smith  a  print  ad.pdf  

3. Submit  your  work  to  the  Peer  Review  Discussion  Board  by  Monday,  November  7  no  later  than  10:00  a.m.  EST  with:  

o A  copy  of  your  database  marketing  plan  4. If  your  work  is  not  submitted  on-­‐time,  you  will  be  marked  absent  for  the  day.  

Peer  Review    After  you  have  posted  your  work,  review  and  respond  to  at  least  two  of  your  classmate’s  postings.  In  your  response,  discuss  each  of  the  eight  elements  below  and  respond  to  the  related  questions.    Use  the  bold  words  for  each  of  the  elements.    Your  review  should  be  300-­‐400  words  for  each  of  your  classmate’s  postings.    Post  your  review  of  your  classmate’s  work  no  later  than  Monday,  November  7  no  later  than  11:59  p.m.  EST.    

1. Opening:  What  is  on  the  outside/exterior  of  the  piece?    Is  it  effective  at  encouraging  the  recipient  to  open  the  piece?  Why  or  why  not?  

2. Visual  Appeal:  Are  the  visuals  in  the  piece  effective  at  capturing  the  attention  of  the  reader?  Why  or  why  not?    How  does  the  image/visual  elements  relate  to  the  product?  

3. Target:  Based  on  the  information  from  the  piece,  what  do  you  believe  the  target’s  wants/needs  are?  Does  the  piece  effectively  address  the  target’s  needs?    Why  or  why  not?  

4. Headline:  What  headline  strategy  is  being  used  (piquing  curiosity,  solution  to  a  problem,  explaining  a  benefit)?  Does  it  relate  to  the  reader?  Is  the  location  of  the  headline  in  a  place  that  will  draw  the  reader  to  read  the  full  piece?  

5. Copy:  Does  the  copy  appeal  to  the  “reader’s  self”  (focused  on  the  benefit  to  the  consumer  NOT  the  benefit  to  the  organization)?    Why  or  why  not?  

6. Offer:  What  offer  is  being  described?  Are  all  the  details  of  the  offer  clear?    Why  or  why  not?  Is  the  offer  relevant  to  the  target  market?  Why  or  why  not?  

7. Signature:  What  specific  elements  are  included  in  the  signature  of  the  piece  (e.g.  company  name  or  logo,  phone,  website,  address,  social  networking  sites)?  Was  the  information  easy  for  the  reader  to  locate?    How  could  it  be  improved?    

8. Best:  What  was  the  most  effective  element  of  the  direct  mail  piece  that  you  will  emulate  in  your  own  piece?  

 Revision    Based  on  the  comments  from  your  peers  and  from  seeing  the  work  of  your  peers,  revise  your  print  advertisement.    Write  a  250-­‐word  explanation  of  what  you  learned  from  the  peer  review  process  and  how  your  work  improved.    Post  the  revision  response  and  your  revised  direct  mail  piece  to  your  original  discussion  thread.    Post  your  revision  no  later  than  Monday,  November  14  no  later  than  11:59  p.m.  EST.    Final  Submission  Final  submission  of  your  direct  mail  piece  will  be  done  with  your  final  promotional  plan  and  marketing  campaign  on  December  9.            Direct  Mail  Rubric  (for  final  submission)  Visual  Appeal                     /20    

Eye-­‐catching/gets  reader  to  “open”             /5     Style  of  piece  fit  message/target             /5     Image(s)/design  relevant  to  target/message/product         /5     Effective  use  of  typography  (font,  spacing,  legibility,  size)       /5      Copy                       /20  

Copy  relevant  to  reader’s  self             /5     Choice  of  words/verbiage               /5     No  spelling  or  grammar  errors             /5     Effective  and  complete  signature               /5    Layout                       /20     Overall  layout  and  composition             /10  

Hierarchy/Flow                 /5  Use  of  grid/space                 /5  

 Message                     /20     Strong  and  clear  message               /10  

Concise                   /5     Consistent  branding               /5    Audience                     /20     Relevant  to  target  market               /10     Call  to  action                 /5     Easy  for  market  to  respond             /5    TOTAL                       /100