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Introduction

Introduction. Aaron Moss President. Presenters. Matthew Gunn – Marketing Analysis Taresa Smith – Research Christopher Dean – Media Analysis Tanesha Gleason – Creative Proposal. Current Market of Ballet West. Is focused on an older more sophisticated market.

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Introduction

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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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