engl 318 marketing portfolio
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CAROLINA
PERFORMINGARTS
The Rite of Spring at 100:
Reaching the Student Demographic
Marketing Portfolio Sydney Stegall Revised: December 11, 2012
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Table of Contents
Meme Identification........................................3
Market Analysis........................................5
Executive Summary........................................8
Memes........................................10
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Project Evolution & Concluding ThoughtsAs the meme project developed, I took into account the ideas of my fellow interns. My marketing
strategy (including placement locations and the timeline) have evolved as a results of these
interactions to be both more general and less critical.
Many interns had innovative placement strategies and ideas for circulation, but the primary challengefor many among my cohort seemed to be creating memes that were understandable to a general
audience. Many of their memes included references to the riots that occured at the original 1913
performance or to Stravinsky; however, most potential viewers in my target group do not have the
cultural knowledge to get these references.
To diverge from my fellow interns strategies, I have attempted to exclude all references to The Rite
of Spring that require extensive prior knowledge. For this reason, I have not included the names of
performers other than Yo-yo Ma, possibly the most widely-known performer in attendance. While thedetails included in other memes increase interest and humor, if students do not understand the
meme quickly, they will not give it a second thought. To use Salingaross terms, novelty does not
propagate as well as simplicity.
I also made the careful decision not to include memes that alienated viewers. Many memes mock
viewers who do not abide by certain cultural ideals. For example, the Musically Oblivious 8th Grader
meme might be appropriate to the Rite of Spring because it addresses music; however, if the girl is
mocked for her lack of knowledge of the Rite of Spring, more viewers may identify with the oblivious
8th grader than with the implied rhetor, the musically-aware. Viewers that identify with the mocked
individual might feel antagonized and alienated from The Rite of Spring.
In conclusion, my memes provide a positive, motivating introduction to The Rite of Spring for viewers
without prior knowledge of the events.
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