Aimed Dance Campaign December 2018 - November 2019 EXECUTIVE - - PowerPoint PPT Presentation

Aimed Dance

Campaign December 2018 - November 2019

TABLE OF CONTENTS

EXECUTIVE SUMMARY SITUATIONAL ANALYSIS RESEARCH SWOT OBJECTIVES BUDGET MARKET STRATEGY CREATIVE MEDIA PLAN PUBLIC RELATIONS EVALUATION

EXECUTIVE SUMMARY

❏ We identified our target population as college students and young adults. ❏ Interested in the arts and entertainment. ❏ Willing to go out on the weekends. ❏ Culturally diverse and willing to venture out and see alternative art. ❏ We plan on creating awareness with our campaign using our social media and website for year-round awareness, with additional paid advertisements on social media and in print media in the two months prior to a performance. ❏ In order to draw attention to our unique dance performance style we needed a strong

• message. We settled on the phrase, “Discover your Meaning,” to pique audience

curiosity.

❏ Newly local dance company, with history in Huntsville and Houston,

• Texas. Shift in location means low audience awareness and turnout. Also

due to shifting performance locations and two performances a year. ❏ In competition with movie theaters and Beaumont Ballet Theatre locally, and Houston Ballet, NobleMotion, Hope Stone, and Open Dance Project further away. ❏ The current consumers are primarily the family and friends of cast

• members. This is a very reliable audience but is much smaller than ideal.

SITUATIONAL ANALYSIS

❏ Quantitative Research: We conducted a survey and shared it on Facebook & Instagram. ❏ 127 participants ❏ Ages 18-46+

RESEARCH

❏ 87.4% of participants do not know who Aimed Dance is. ❏ 90.6% of participants rated the importance of art a 3 or higher on a scale

• f 1-5.

❏ 66.2% of participants said they were likely to pay to see an alternative dance performance on the weekend. ❏ When asked how participants spend their weekend, 86.6% said at home, 47.2% said shopping, and 30.7% said movie theater.

KEY FINDINGS

SURVEY DATA

SURVEY DATA

Comparing Aimed Dance to Beaumont Ballet Theatre ❏ Strengths: Originality in choreography and movement style, advanced knowledge of diverse dance, unique performance style. ❏ Weaknesses: One director and small cast, little money to create the performances and make profit, infrequent performances, low audience awareness. ❏ Opportunities: No local dance company competitors in the same genre. ❏ Threats: Beaumont Ballet Theatre is better known and performs more often.

SWOT ANALYSIS

OBJECTIVES

AWARENESS

Gain followers on social media platforms. Monitor for continued increase throughout and after the campaign.

INFORM

Campaign informs on the need for live art in your personal life, while

• ffering an opportunity

to fulfil it.

ACTION

Increase ticket sales for each performance with a growing audience for each performance.

BUDGET

INSTAGRAM $2,800 FACEBOOK $1,400 CAT5 $400 UNIVERSITY PRESS $720

Cost = $5,320 Budget = $5,500

MARKETING STRATEGY

INTERNET

➔ Facebook & Instagram ➔ Targeting a young culturally diverse audience. ➔ Video & Image ad

COMPANY WEBSITE

➔ Creative website design with our advertisements. ➔ Contact & company information to generate action.

TRADITIONAL

➔ Create awareness ➔ Cat5 & University Press ➔ Targeting a local

• lder & educated

audience.

PROBLEM ❏ People don't really know about Aimed Dance and what it's all about. ❏ As mentioned in the research, people believe art is an important aspect in life, however they are not leaving home to see live performances. GOAL ❏ Build awareness, not only about the importance of art, but about Aimed Dance’s unique take on modern dance. ❏ Performances to encourage people to attend live shows and support.

CREATIVE BRIEF

❏ “Discover Your Meaning” to emphasize dance and the performing arts ability to inspire and help you find yourself. ❏ Utilize imagery of performances to give people a taste of what Aimed Dance is about. ❏ Use of videos and ads online (social media) to promote as well as more traditional ads in newspapers, such as the Beaumont Enterprise.

CREATIVE

CREATIVE

• Print-

CREATIVE

• Print-

CREATIVE

• Storyboard-

CREATIVE

• Storyboard-

FLOW CHART

❏ Social Media- The social media campaign will be posted on Instagram and Facebook twice a month in December, January, May and June. ❏ Website- The website will be up for the entirety of the campaign. ❏ Print Ads- Print ads will be posted in the Cat5 magazine and University Press newspaper twice a month in January and June. ❏ Video Contest- The video contest will be running from mid December to the end of January. ❏ Helping Hands- The Helping Hands event will be running for three months at a time (December-March, May-July and September-November) with one month in between where supplies will be collected.

MEDIA PLAN

❏ Aimed Dance's Video Contest 2019 is an online fundraising event that allows participants to showcase their talent while promoting the creation and presentation

• f dance in an effort to further our clients mission and raise funds for performances

held throughout 2019.

Awards:

❏ Top 10 Video Winners in each category will receive an official Aimed Dance T-Shirt. ❏ Third Place in each category will receive a gift certificate for new dancewear. ❏ Second Place in each category will receive a scholarship to attend the Lamar University Two-Week Summer Dance Intensive. ❏ First Place in each category will receive a $1000 educational scholarship to a dance educational institution of their choice and the title Aimed Dance's Dancer of the Year.

PUBLIC RELATIONS

EVALUATION

❏ Look at the ticket sales after each performance and see if the sales continue to increase as our campaign progresses, and once it is finished. ❏ Look at interactions on social media posts including likes, comments, and shares to see how many people we are reaching via this channel. ❏ Adding the profits from tickets, 75 tickets per show at $15 a piece, 6 shows a year, $6,750, and the profits from the Aimed Dance Video Contest, $15 fee + additional voting, $2,625, we strive to reach $9,375 in sales, with $3,875 in profit.

The Team

Madison Bell

Research Budget Marketing Strategy Editing/Formatting

Rachel Curtis

Situational Analysis SWOT Objectives Evaluation

Webster Slaughter

Media Plan Creative Brief Creative Sales/PR