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Proejct for Media Planning - Spring 2013

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  • Cayuga C hamber

    O rchestra

    marKetINg aND meDIa PLaN FOr the

    sPrINg 2013

    sarah DuchaNO, JeNN burgess, JacLyN cherI, DOmINIque brOwN, mONIFa brOOKs, DarreN mcgee

  • Page 2

    MARKET ANALYSIS

    CCOs Cross Promotional Mix 1.Lackscollaborationwithotherschoolsand communityorganization.

    Whalen DowntownIthacaAlliance LocalVenues

    2.Website cookie-cutterapproach Lacksadequatemultimedia Lackssignificantcontent

    Competitors Unique Marketing Tactics 1. RPO

    CollaborationwithEastmanSchool WebsiteLink ActiveBlog PromotionalMagazine

    2.HangarTheatre SeasonalProgramming NewerWorks HighProfile

    3.KitchenTheatre/AlbanySymphony InterviewsWithMembers ActiveYouTubechannel

    Competitors Websites 1.DanSmallsPresentsWebsite

    Engaginglayout Updatedactively Graphics&MMcontent

    2.KitchenTheatre/Hangar ActivelyUpdate GalleryofImagesofPerformances

    3.Pandora&Spotify Onlinestreamsofmusic Appealtoyoungeraudience

    Competitors Community Presence 1.LimitedCommunityInvolvement 2.RPOExample

    Communityandfamilyevents Specialprogramsforlocalschools

    3.HangarTheatre EventsforChildren Opentocommunityvolunteers

  • Page 3

    Current Audience 1.Age50+ 2.MenandWomen 3.White 4.Affluent,CollegeEducated 5.ReceptivetoCCOscurrentmediamessages

    Primary Target Audience 1.Millennials 2.Age18-24 3.Digitalnatives 4.Livesrunbytechnology 5.Informationavailableatownconvenience 6.Workandsociallifefocused 7.ModernMediaConsumers

    Smartphone Email Internet SocialMedia

    8.BestReached:Flexible

    AUDIENCE ANALYSIS

    Secondary Target AudienceA.SilentGeneration 1.Age71+ 2.HealthyandActive 3.DirectMediaConsumers 4.Face-to-facecommunication 5.Formalwrittenlanguage 6.TraditionalMediaConsumers

    Radio,Television,Billboards,Magazines,DirectMail

    6.BestReached:DaytimeB.BabyBoomers 1.Age50-70 2.Modern&TraditionalMediaConsumers

    SocialMedia,Email,Smartphones,Radio,Television,Billboards,Magazines,DirectMail

    3.BestReached:Weekends

  • Page 4

    MEDIA OBJECTIVES & STRATEGIES

    MARKETING OBJECTIVES & GOALS

    There are several problems that the CCO faces. These include: 1.Notenoughattendeesatevents 2.Alimiteddemographicofcurrentattendees

    The goals of our plan are based on solving the problems that the Cayuga Chamber Orchestra is currently facing: Goal #1: IncreasetheCCOspresencewithintheIthacaCommunity Goal #2: IncreaseattendanceatallCCOevents

    ThiswillincreaserevenueforCCO Goal #3: Expanddemographicdiversityofattendees

    Thecurrentaudienceismainlyanolderdemographic Ayoungerdemographicneedstobeobtained Thecurrentaudienceneedstobemaintained

    Goal #4:Holdeventsthroughouttheyeartostayrelevantinaudienceminds

    A.MediaObjective:Obtainayoungeraudience MediaStrategy: 1.Engagingandentertainingmedia 2.Eventstargeteddirectlytowardthem

    B.MediaObjective:Retainanolderaudience MediaStrategy: 1.Traditionalmediathathasahighcompositionofolderaudiencemembers 2.Eventstargeteddirectlytothem

  • Page 5

    MEDIA TACTICS: OVERVIEW

    TheCCOshouldmaintainapulsingmediaschedule,withalowlevelofgeneralpromotionthroughouttheyearandburstsofactivityleadinguptomajorevents.

    General promotions include: 1.Short,engagingFacebookpostsatpeak hoursoftheday 2.Tweetsmultipletimesperweek 3.VideosofpastshowsuploadedtotheCCOs YouTubechannel 4.Afresher-lookingmonthlynewsletter emailedtosubscribersandpostedonthe CCOswebsite 5.Orchestramemberspotlights

    Promoting events: 1.OutdoorsilentfilmatCornellorIthaca College

    PostontheCCOsFacebookpage Adsinlocalmovietheaters,includingCinemapolisandCornellCinema BuyairtimeonWICBsJazzImpressionspecialtyshow

    2.PerformancesattheSixMileCreek Vineyard

    PrintadvertisementsarounddowntownIthaca WICBandCayugaRadioGroup

    3.ChildrensstoryaccompaniedbytheCCO Out-of-home(postersinlocallibraries,museums,andschools) Directmailtoinfluentialmembersofschoolsystem,includingparents

    4.Academy-Awards-themedconcert PostersanddigitaladsonICcampus EventreminderonICsIntercom VideopostsontheCCOFacebookpage Twitterposts

    5.Localrestaurantpartnership Directmailinvitation Radioadvertising Facebookpromotions

  • Page 6

    GENERAL PROMOTIONS

    Reach Frequency TAI Cost to Produce Units Total CostSocial Media Facebook 2600 260 676000 $0.00 $0.00

    Twi1er 160 208 33280 $0.00 $0.00YouTube 160 12 1920 $0.00 $0.00

    Trad;onal The Ithacan 8000 3 24000 $55.50 3 $166.50Cornell Daily Sun 16000 4 64000 $87.00 4 $348.00

    Online Newsle1er Online 175 4 700 $0.00 $0.00

    Direct Mail Newsle1er Direct Mail 375 4 1500 $0.91 1500 $1,365.00TOTAL 801400 TOTAL $1,879.50

    Facebookpostswillbemadeeveryweekfor52weeks,5timesaweek.ThesepostswillbemadeonSunday,Tuesday,Wednesday,ThursdayandSaturdayatnoon.

    Twitterpostsalsooccurfor52weeks,twiceaweekonMondayandFriday.Thesepostswillbemadeatnoonand6pmonthosedays.

    QuirkyYouTubevideosshouldalsobepostedatleastonceamonth.Eachofthesevideoswillalsobesharedonotherformsofsocialmedia.

    TheIthacanandCornellDailySunwillalsorunadsabouttheCCOintheirnewspapers.Throughouttheyear,3adswilloccurintheIthacanand4adswillappearintheCornellDailySun.

    WeplantocontinuetheCCONewsletter,butweplantopublishanissue4timesayear.Thesenewsletterswillbemailedtohouseholdswhorequestit,sentviae-mailandpostedonlinetobesharedthroughsocialmedia.

    Allofthesegeneralpromotionswillhelpaidinthepulsingstrategyofthiscampaign.Anypromotionsdoneforeacheventwillbedoneinconjuncitionwiththepromotionsalreadyinplace.

    NumbersFacebook:TheCCOhas260FacebooklikesxAveragenumberoffacebookfriendssomeonehasTwitter:RoughestimateofhowmanyTwitterfollowersstheCCOwouldhavewhentheTwitteraccountisfirstcreated.160isbasedonsimilarlysizedorchestrasTwitterfollowers.Youtube:160isbasedonsimilarlysizedorchestrasYouTubesubscribers.

    TheIthacan:8000asthereadershipwascalcuatedbyfactsgatheredfromIthacanstaffmembers.4,000copiesofeachissueareprintedandabout4,000morepeoplearepassalongreadersofeachissue.$55.50peradisbasedonaquarteradpriceobtainedfromtheirratecard.CornellDailySun:16,000peopleareinthenewspapersreadershipand$87.00isbasedonaquarterad.Bothnumberswereobtainedfromtheirratecard.

    NewsletterOnline:TheCCOcurrentlyhas175subscriberstotheire-mailnewsletter.NewsletterDirectMail:TheCCOcurrrentlyhas375subscriberstotheirnewsletterthatwillbesentdirectlytotheirhomes.$0.91iscalcuatedbyaddingtheprintingandpostagecostsofthesenewsletters.

  • Page 7

    WINERY EVENT

    AllCayugaRadioGrouppromotionswillbegin2weeksbeforetheevent.QCountryandLiteRadiospotswillhappenoccuronSaturdayorSundayandZ95.5willplaythespotaround6pmonFridays.

    WICBonlydoesunderwriting,sooureventwillbementionedonFridaysbetween4and6pmduringtheCountdowntotheWeekendandwillrunfor3weeksbeforetheevent.

    411x17posterswillbehungonbulletinboardsontheCommons.Theseposterswillbeposted12daysbeforetheevent,andapermitshouldbeobtained.

    NumbersCayugaRadioGroupStations(QCountry,LiteRadio,Z95.5):Reachwascalculatedbythestationandgiventousoverthetelephone,aswellasthepriceofa30secondspot.

    WICB:Giventousbyanexecutiveboardmember,WICBhasroughly1500listenersduringthemostpopularshows.$12wasalsoaroughestimategiventousbythestation.

    Posters:1500potentialviewerswascalcuatedbytheDowntownIthacaAlliance.Theytoldusthatroughly1.1millionpeoplevisitIthacaeachyear,dividethatby365daysandthensplitthatnumberinhalfbasedonthepeoplethatareonlyvisitingcollegesgivesus1500uniquepotentialviewersoverthecourseof12days.

    ThiseventwillbehappeningatSixMileCreekVineyardonthelastweekendinJune.Theattendeesoftheeventwillreceiveaninvitationinthemailaround3weeksbeforetheeventwillbetakingplacesotheyhavetimetoRSVP.ThiseventwillallowtheCCOtoreachtheirolderaudiencethroughmusicaswellaswine.ListeningtomusicwhiledoingsomethingsociallikeawinetourorwinetastingwillbeacreativewayfortheCCOtogainmoreawarenessinthecommunity.

    Reach Frequency TAI Cost to Produce Units Total Cost

    Tradi9onal Q Country 7900 2 15800 $35.50 2 $71.00Lite Radio 97.3 7715 2 15430 $35.50 2 $71.00Z95.5 7500 2 15000 $35.50 2 $71.00WICB 1500 6 9000 $12.00 6 $108.00

    Out of Home Posters 1500 4 6000 $0.81 4 $3.24TOTAL 61230 TOTAL $324.24

  • Page 8

    SILENT MOVIE

    Additonalpostsonsocialmediawillbemadeeveryotherday2weekspriortotheevent.Thesepostswillbemadearound8pmatnight.

    Oneradiospotwillbeplayedperweekdaystarting2weeksbeforetheeventduringJazzImpressionsonWICB.

    8.5x11posterswillbeposted2weeksbeforetheeventonallbullitenboardsonbothIthacaCollegesandCornellscampususes.

    LargefoamcoreposterswillbepostedinCinemopolisandCornellCinemaslobbiestwoweekspriortotheevent.

    Duringpre-moiveadvertisments,anadwillplaybeforeallscreeningsatCornellCinema2weeksbeforetheevent.

    NumbersFacebook:TheCCOhas260FacebooklikesxAveragenumberoffacebookfriendssomeonehasTwitter:RoughestimateofhowmanyTwitterfollowstheCCOwouldhavewhentheTwitterisfirstcreated.160isbasedonsimilarlysizedorchestrasTwitterfollowers.

    Radio(WICB):Giventousbyanexecutiveboardmember,WICBhasroughly1500listenersduringthemostpopularshows.$12wasalsoaroughestimategiventousbythestation.

    Print(OnCampus):27831arethepopulationsofbothIthacaCollegeandCornellUniversity.$0.40isthecosttoproduce8.5x11posters.

    MovieTheatrePoster:1080istheaveragenumberofattendeesatfeaturefilmshowingsthatareexpectedoverthetwoweekswewouldbepromotingthisevent.

    OnScreenAdveritsing:1080istheaveragenumberofattendeesatfeaturefilmshowingsthatareexpectedoverthetwoweekswewouldbepromotingthisevent.$2.78istheaveragecostperunitforouradvertismenttoplaybeforeeachfeaturefilmfortwoweeks.

    Reach Frequency TAI Cost to Produce Units Total CostSocial Media

    Facebook 2600 5 13000 $0.00 5 $0.00Twi3er 160 5 800 $0.00 5 $0.00

    Tradi;onalRadio 1500 5 7500 $12.00 10 $120.00

    O

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