Presentation on theme: "Introduction Aaron Moss President Presenters Matthew Gunn – Marketing Analysis Taresa Smith – Research Christopher Dean – Media Analysis Tanesha."— Presentation transcript:
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. 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.
The college market for Ballet West There are 140,000 students in the near area. Students range from years old for undergraduates and years old for graduate students.
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.
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.
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.
Competition is fierce Indirect –Dinning out –Movies –Movie rentals –Sporting events –Concerts
Competition is fierce Direct –University of Utah dance groups –Utah Symphony –The Hale Center –Modern Dance –Kingsbury Hall –Pioneer Theater
Competition is fierce Utah has many competitors for its population size.
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.
Have you ever attended a Ballet West performance?
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.
Classical vs. Contemporary People overwhelmingly prefer classical set design, ballet story and dancing over contemporary design and ballet.
What are you willing to pay?
Are there student discounts?
Advertisements… 71% of the people found out knew about Ballet West by: –Television –Newspaper –Radio –Posters
Advertisements… 62% of the people would like to be contacted by Ballet West through: –Television –Radio –Direct Mail –Internet
Demographics Majority of students polled: –Are upperclassmen or graduate students. –Worked part or full-time. –Are married. –Don’t have children.
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.
General Media Internet Outdoor Radio
Outdoor Jumbotron Reagan Billboards UTA Bus Advertising
Radio Public Service Announcements On-air Broadcasts 30-second spots in strategic places.
College Media Direct Mail Campus Newspapers Posters Table Tents
Direct Mail Send flyers and postcards to the students, commuters and non-commuters alike.
Campus Newspapers Weeks leading up to the shows, we will place quarter-page ads.
Posters Directly targeting the particular students that would be in the building.
Table Tents In the common areas on campus, we will place table tents on all tables
Creative Strategy Demographic Challenge Stereotypes & Ignorance Build on Existing Campaign with humor, sex appeal, athleticism, an excitement Information based campaign
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
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.
On-campus Advertising Commonality of college students Postcards On-campus Promotions - Sampling Insert Postcard
Advertising Media Direct mail - Interactive and dimensional Radio Insert Flier