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Capturing the College Market: Ballet West Reaches Out to Younger Audiences

Discover how Ballet West targets college students through strategic marketing campaigns, aiming to diversify its audience and appeal to the younger demographic in innovative ways.

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Capturing the College Market: Ballet West Reaches Out to Younger Audiences

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Presentation Transcript

  1. Introduction Aaron Moss President

  2. Presenters • Matthew Gunn – Marketing Analysis • Taresa Smith – Research • Christopher Dean – Media Analysis • Tanesha Gleason – Creative Proposal

  3. 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.

  4. 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.

  5. 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.

  6. 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.

  7. 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.

  8. Competition is fierce • Indirect • Dinning out • Movies • Movie rentals • Sporting events • Concerts

  9. Competition is fierce • Direct • University of Utah dance groups • Utah Symphony • The Hale Center • Modern Dance • Kingsbury Hall • Pioneer Theater

  10. Competition is fierce • Utah has many competitors for its population size.

  11. Our Research

  12. 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.

  13. Have you ever attended a Ballet West performance?

  14. 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.

  15. Classical vs. Contemporary • People overwhelmingly prefer classical set design, ballet story and dancing over contemporary design and ballet.

  16. What are you willing to pay?

  17. Are there student discounts?

  18. Advertisements… • 71% of the people found out knew about Ballet West by: • Television • Newspaper • Radio • Posters

  19. Advertisements… • 62% of the people would like to be contacted by Ballet West through: • Television • Radio • Direct Mail • Internet

  20. Demographics • Majority of students polled: • Are upperclassmen or graduate students. • Worked part or full-time. • Are married. • Don’t have children.

  21. 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.

  22. General Media • Internet • Outdoor • Radio

  23. Internet • blah

  24. Outdoor • Jumbotron • Reagan Billboards • UTA Bus Advertising

  25. Radio • Public Service Announcements • On-air Broadcasts • 30-second spots in strategic places.

  26. College Media • Direct Mail • Campus Newspapers • Posters • Table Tents

  27. Direct Mail • Send flyers and postcards to the students, commuters and non-commuters alike.

  28. Campus Newspapers • Weeks leading up to the shows, we will place quarter-page ads.

  29. Posters • Directly targeting the particular students that would be in the building.

  30. Table Tents • In the common areas on campus, we will place table tents on all tables

  31. Media Schedule

  32. Media Budget

  33. Present Creative

  34. Demographic Challenge Stereotypes & Ignorance Build on Existing Campaign with humor, sex appeal, athleticism, an excitement Information based campaign Creative Strategy

  35. 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

  36. 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.

  37. On-campus Advertising • Commonality of college students • Postcards • On-campus Promotions - Sampling Insert Postcard

  38. Advertising Media • Direct mail - Interactive and dimensional • Radio Insert Flier

  39. Internet Insert Internet Pages.. Next 3 slides

  40. Thank you

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