myline marketing campaign
TRANSCRIPT
![Page 1: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/1.jpg)
MYLINE REBRANDING PROPOSAL
![Page 2: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/2.jpg)
CURRENT MYLINE PRINCIPLES
MyLine is insider access for those 35 and under who want smart, socially relevant theatre on a budget
(2) $15 tickets to TimeLine performances MyLine Bring-A-Friend discount — $5 OFF regular-priced
tickets to purchase additional tickets or for friends who do not qualify for the MyLine price
Invitations to exclusive MyLine events scheduled during the run of each TimeLine production
![Page 3: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/3.jpg)
PROPOSED MARKETING STRATEGIES
OLD Target Demographic:
35 and under
Ticketing Options: MyLine $15 Tickets “Bring-A-Friend” $5
discount” Student $10 Discount
Invitations to exclusive MyLine events
NEW Target Demographic:
18-35
Streamlining of options Guest of any age + MyLine subscribers
MyLine Ambassadors
![Page 4: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/4.jpg)
TARGET DEMOGRAPHIC:THE MILLENIAL
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TARGET DEMOGRAPHIC:THE MILLENIAL
Change “35 & Under” 18-35
Makes millennials feel catered to Specific programming for them Differentiates from baby boomers
![Page 6: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/6.jpg)
PROPOSED MARKETING STRATEGIES
OLD Target Demographic:
35 and under
Ticketing Options: MyLine $15 Tickets “Bring-A-Friend” $5
discount” Student $10 Discount
Invitations to exclusive MyLine events
NEW Target Demographic:
18-35
Streamlining of options Guest of any age + MyLine subscribers
MyLine Ambassadors
![Page 7: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/7.jpg)
STREAMLINING OF OPTIONSRegular Ticket?Student Discount?
MyLine?
Subscription?
Military Discount?
Flexpass?Bring-A-Friend?
![Page 8: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/8.jpg)
STREAMLINING OF OPTIONSRegular Ticket?Student Discount?
MyLine?
Subscription?
Military Discount?
Flexpass?Bring-A-Friend?
MILLENIALOVERLOAD
![Page 9: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/9.jpg)
OLD DISCOUNTS Student Discount
MyLine
Bring-A-Friend
NEW DISCOUNTS MyLine
Eliminate illusion of choice
Simplify purchasing Guest of any age
STREAMLINING OF OPTIONS
![Page 10: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/10.jpg)
PROPOSED MARKETING STRATEGIES
OLD Target Demographic:
35 and under
Ticketing Options: MyLine $15 Tickets “Bring-A-Friend” $5
discount” Student $10 Discount
Invitations to exclusive MyLine events
NEW Target Demographic:
18-35
Streamlining of options Guest of any age + MyLine subscribers
MyLine Ambassadors
![Page 11: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/11.jpg)
MYLINE AMBASSADORS
Promote TimeLine/MyLine Participate in focus groups
Manage Social Media Organize MyLine events
Mass market appeal to all majors (Ex. History/PoliSci) Not JUST Theatre
![Page 12: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/12.jpg)
CURRENT MYLINE PRINCIPLES
MyLine is insider access for those 35 and under who want smart, socially relevant theatre on a budget
(2) $15 tickets to TimeLine performances MyLine Bring-A-Friend discount — $5 OFF regular-priced
tickets to purchase additional tickets or for friends who do not qualify for the MyLine price
Invitations to exclusive MyLine events scheduled during the run of each TimeLine production
![Page 13: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/13.jpg)
PROPOSED MYLINE PRINCIPLES
MyLine is TimeLine’s low-price ticket program for theatregoers 18-35. It’s free to join and gets you exclusive access to $15 tickets for all TimeLine shows, plus invites to great parties. All tickets are $15. You can purchase 2 tickets for
each production with your MyLine membership and your guest can be any age.
We host a MyLine night for each of our productions We save a number of MyLine tickets for each production, but you
should plan ahead and reserve yours in advance. You'll also get insider information about TimeLine productions. There is absolutely no obligation to purchase tickets.
![Page 14: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/14.jpg)
CREATIVE DIRECTION PROPOSAL
![Page 15: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/15.jpg)
CURRENT CREATIVE DIRECTION
Design Key Points Sans-Serif Caps/Lowercase Gradient Color Continuity
![Page 16: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/16.jpg)
CREATIVE DIRECTION 1
![Page 17: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/17.jpg)
CREATIVE DIRECTION 1Design 1 Key Points
DIN Condensed Bold All Caps, Angular Retro, but forward movement Connectivity to TimeLine
Fulfillment of mission Two halves of one whole
![Page 18: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/18.jpg)
CREATIVE DIRECTION 2
![Page 19: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/19.jpg)
CREATIVE DIRECTION 2Design 2 Key Points
Contrasting angular/round One degree of separation Vintage Versatility Connectivity to TimeLine
“Full Circle” Discussion & Impact
![Page 20: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/20.jpg)
CREATIVE DIRECTION 3
![Page 21: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/21.jpg)
CREATIVE DIRECTION 3Design 3 Key Points
No-Frills Title Treatment One degree of separation Removal of timeline motif Connectivity to TimeLine
Audience Mission Maintaining individuality
![Page 22: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/22.jpg)
CREATIVE DIRECTION 4
![Page 23: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/23.jpg)
CREATIVE DIRECTION 4Design 4
Key Points• Reinterpretation of line concept All-Caps, thinner Versatility of use Connectivity to TimeLine
MyLine’s “on board” with TimeLine Collaborative relationship
![Page 24: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/24.jpg)
CREATIVE DIRECTION FINAL DRAFTS
Design 1
Design 4
Design 3Design 2
![Page 25: MyLine Marketing Campaign](https://reader036.vdocuments.site/reader036/viewer/2022062523/58ef26e21a28ab4c028b45cb/html5/thumbnails/25.jpg)
MYLINE REBRANDING PROPOSAL