Aimed Dance Campaign December 2018 - November 2019
EXECUTIVE SUMMARY SITUATIONAL ANALYSIS RESEARCH SWOT TABLE OF OBJECTIVES BUDGET CONTENTS 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.
SITUATIONAL ANALYSIS 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.
RESEARCH Quantitative Research: We conducted a survey and shared it on Facebook & ❏ Instagram. 127 participants ❏ Ages 18-46+ ❏
KEY FINDINGS 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 ❏ of 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.
SURVEY DATA
SURVEY DATA
SWOT ANALYSIS 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. ❏
OBJECTIVES AWARENESS INFORM ACTION Gain followers on social Campaign informs on Increase ticket sales for media platforms. the need for live art in each performance with Monitor for continued your personal life, while a growing audience for increase throughout offering an opportunity each performance. and after the campaign. to fulfil it.
BUDGET INSTAGRAM $2,800 FACEBOOK $1,400 CAT5 $400 Budget = $5,500 UNIVERSITY Cost = $5,320 PRESS $720
MARKETING STRATEGY INTERNET COMPANY WEBSITE TRADITIONAL Facebook & Creative website Create awareness ➔ ➔ ➔ Instagram design with our advertisements. Cat5 & University ➔ Targeting a young ➔ Press culturally diverse Contact & ➔ audience. company Targeting a local ➔ information to older & educated Video & Image ad ➔ generate action. audience.
CREATIVE BRIEF PROBLEM GOAL People don't really know about Build awareness, not only ❏ ❏ Aimed Dance and what it's all about the importance of art, about. but about Aimed Dance’s unique take on modern dance. As mentioned in the research, ❏ people believe art is an Performances to encourage ❏ important aspect in life, people to attend live shows and however they are not leaving support. home to see live performances.
CREATIVE “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 -Print-
CREATIVE -Print-
CREATIVE -Storyboard-
CREATIVE -Storyboard-
FLOW CHART
MEDIA PLAN 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.
PUBLIC RELATIONS Aimed Dance's Video Contest 2019 is an online fundraising event that allows ❏ participants to showcase their talent while promoting the creation and presentation of 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.
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 Rachel Curtis Webster Slaughter Research Situational Analysis Media Plan Budget SWOT Creative Brief Marketing Strategy Objectives Creative Editing/Formatting Evaluation Sales/PR
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