introduction aaron moss president presenters matthew gunn – marketing analysis taresa smith –...
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Introduction
Aaron MossPresident
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Presenters
• Matthew Gunn – Marketing Analysis
• Taresa Smith – Research• Christopher Dean – Media
Analysis• Tanesha Gleason – Creative
Proposal
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Current Market of Ballet West
• Is focused on an older more sophisticated market.
• Over half the audience at Ballet West is over 40- years old.
• 69% female and 31% male.
• 43% of those in attendance are college graduates.
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The college market for Ballet West• There are
140,000 students in the near area.
• Students range from 18-26 years old for undergraduates and 22-36 years old for graduate students.
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The college market for Ballet West• The average
student is 27-years old.
• Married and single students.
• The majority of students are at the University of Utah, BYU, UVSC, and Utah State.
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Life style of changing students
• The majority of students are in junior, senior year and graduate school.
• Student life is fast paced, busy and full of extracurricular activity.
• The average student commutes to and from school.
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Life style of changing students
• Students today are venturing out and open to new ideas.
• Most students hold part or full time jobs.
• Students have money and are very particular with where they spend it.
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Competition is fierce
• Indirect– Dinning out– Movies– Movie rentals – Sporting events– Concerts
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Competition is fierce
• Direct– University of
Utah dance groups
– Utah Symphony– The Hale Center– Modern Dance– Kingsbury Hall– Pioneer Theater
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Competition is fierce
• Utah has many competitors for its population size.
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Our Research
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Where dollars are spent
• 30% of dollars spent are spent on dinner and eating out.
• 38% is spent on movies and movie rentals.
• Only 3% is spent on ballet.
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Have you ever attended a Ballet West performance?
36%
64%
No Yes
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Discouraging Elements
• 24% Never know the schedule of the performances.
• 22% Think the ballet is too expensive.• 22% Are not familiar with the choice
of performances.
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Classical vs. Contemporary• People overwhelmingly prefer
classical set design, ballet story and dancing over contemporary design and ballet.
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What are you willing to pay?
48%
36%
6% 1% 0%9%
$5-$15
$16-$25
$26-$35
$36-$45
$46-$55
Not Critical
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Are there student discounts?
73%
27%
No Yes
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Advertisements…
• 71% of the people found out knew about Ballet West by:– Television– Newspaper– Radio– Posters
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Advertisements…
• 62% of the people would like to be contacted by Ballet West through:– Television– Radio– Direct Mail– Internet
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Demographics
• Majority of students polled:– Are upperclassmen or graduate students.– Worked part or full-time.– Are married.– Don’t have children.
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Media Objectives• The main objective is
to be visible to college students, without abandoning the older patrons of Ballet West.
• We will market to both, being conscious of where we put the “edgier” advertisements, and the more “conservative” advertisements.
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General Media
• Internet• Outdoor• Radio
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Internet
• blah
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Outdoor
• Jumbotron• Reagan
Billboards• UTA Bus
Advertising
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Radio
• Public Service Announcements
• On-air Broadcasts
• 30-second spots in strategic places.
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College Media
• Direct Mail• Campus
Newspapers• Posters• Table Tents
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Direct Mail
• Send flyers and postcards to the students, commuters and non-commuters alike.
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Campus Newspapers
• Weeks leading up to the shows, we will place quarter-page ads.
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Posters
• Directly targeting the particular students that would be in the building.
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Table Tents
• In the common areas on campus, we will place table tents on all tables
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Media ScheduleBallet West Media Schedule: 2002
SEPTEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
UTA / J umbotron
Table Tents / Posters Movie Theater
Direct Mail I nternet
Newspaper
Radio
OCTOBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
UTA / J umbotron Table Tents /
Posters
Movie Theater
Direct Mail I nternet
Newspaper Radio
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Media Budget
Radio $35,260
Newspaper $13,000
Outdoor $44,808
Campus $14,200
Movie Theaters $12,600
GRAND TOTAL $119,868
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Present Creative
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Creative Strategy
• Demographic Challenge
• Stereotypes & Ignorance
• Build on Existing Campaign with humor, sex appeal, athleticism, an excitement
• Information based campaign
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Creative Media & Recognition
• Edgy messages, non-traditional media
• Media in strategic placement in unexpected places
• Recognition - Ballet West as an alternative for entertainment
Insert ‘Cold’ poster
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Outdoor & Motion Advertising
• Brand imaging and non-specific T.A.: Jumbotron
• Vibrant Energy of ballet through commercials
Insert Billboard page 1..
What is BW? Etc.
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On-campus Advertising
• Commonality of college students
• Postcards
• On-campus Promotions - Sampling
Insert Postcard
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Advertising Media
• Direct mail - Interactive and dimensional
• Radio
Insert Flier
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Internet
Insert Internet Pages.. Next 3 slides
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Thank you