Olivia Caldwell Jenna Foley Dorie Pagnano Nicole Salcido Romy - - PowerPoint PPT Presentation

Olivia Caldwell Jenna Foley Dorie Pagnano Nicole Salcido Romy Witz

BACKGROUND

SITUATION ANALYSIS

Age Median Income

SWOT

Strengths:

• Eugene Review is the only online locally

based publication focused specifically on arts and culture.

• Many 50+ residents of Eugene have interests

in the arts and culture community. Opportunities:

• Lack of organizations in Eugene that

provide a complete calendar highlighting various upcoming arts and culture events at all venues in the area.

• The opportunity to hire UO students as

interns to reach a younger audience and assist with current goals (e.g., social media intern). Weakness:

• Eugene Review currently does not have

a budget.

• The organization does not have any

full-time staff. Threats:

• “Competitors” (The Register-Guard,

Eugene Weekly and the Hult Center website).

• Target audience may not be willing to

adapt to electronic publications.

PRIMARY RESEARCH

77.8% 50%

LOVE! Hult Center January 26 Barber Piano Concerto Hult Center January 26

PRIMARY RESEARCH

77.8%

13.1% 9.1%

50% 50%

Age Gender

PRIMARY RESEARCH

77.8%

13.1% 9.1%

50%

86%

14%

Awareness of the Eugene Review

Where art enthusiasts find information now:

• Registrar Guard
• Eugene Weekly
• Hult Center Website

PROBLEM & GOAL STATEMENTS

Problem statement:

After learning about the Eugene Review from the founder and through primary and secondary research, we identified that there is a lack of awareness of the publication among Eugene’s arts and culture community.

Goal statement:

To spread awareness and increase readership of the Eugene Review publication to inform the public about arts, culture and dining opportunities in Eugene and its surrounding area.

AUDIENCE & PUBLICS

KEY MESSAGES

1 The Eugene Review is the area’s leading publication in providing frequently updated information regarding events in the Eugene and surrounding community. 2 The Eugene Review offers discounts and coupons to promote local culinary businesses. 3 The Eugene Review is written by community members, for community members, who are knowledgeable and well versed in arts and culture events. 4 Subscribers to the Eugene Review will receive consistent weekly email blasts, discounts and promotions, allowing them to be informed of local happenings each weekend.

OBJECTIVES

Raise digital awareness about the Eugene Review to increase subscribers by 20 percent by June 2017. Strategy 1: In order to accomplish a digital presence, we recommend

• ffering online content

exclusively for subscribers. Tactics: 1 Email template 2 Weekly updates 3 Utilize MailChimp analytics

OBJECTIVES

Raise digital awareness about the Eugene Review to increase subscribers by 20 percent by June 2017. Strategy 2: Build out the Eugene Review’s social media platforms (specifically Facebook) to increase readership and brand awareness. Tactics: 1 Content calendar 2 Cross platform promotion 3 Authentic engagement

OBJECTIVES

Partner with multiple art organizations and local culinary businesses to cross-promote the Eugene Review by July 2017. Strategy 1: Collaborate with local galleries, theater and music to spread awareness of their art, while gaining recognition

• f the publication.

Tactics: Write reviews and highlight upcoming events at: 1 Art galleries and museums 2 Theater and music performances 3 Hult Center 4 Maude Kerns Art Center

OBJECTIVES

Partner with multiple art organizations and local culinary businesses to cross-promote the Eugene Review by July 2017. Strategy 2: Partner with local dining venues to create partnerships and stimulate the local economy. Tactics: 1 “Taco Tuesday” at Tacovore 2 Cross-promotion event at Sizzle Pie

EVALUATION

Objective 1: Raise digital awareness about the Eugene Review to increase subscribers by 20 percent by June 2017. Criteria: At the end of June 2017, we will compare the number of subscribers to the base number of subscribers the Eugene Review began with before plan implementation and observe growth via analytic measurement. Tools: Use MailChimp analytics as well as website analytics to track increasing subscribership. Objective 2: Partner with art organizations and local culinary businesses to cross-promote the Eugene Review by July 2017. Criteria: Set initial goals for cross promotion by the end

• f July 2017 (i.e. be featured by 3 art organizations,

feature 2 local culinary businesses in our publication). On August 1, 2017, evaluate whether goals were met and how to help guide future cross promotional goal setting. Tools: Track placements and features from art

• rganizations and features the Eugene Review publishes of

local restaurants. Compile information on online spreadsheet.

LONG TERM RECOMMENDATIONS

TIMELINE

TIMELINE

thank you!