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 18-26 years old for undergraduates and 22-36 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.
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.
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