Olivia Caldwell Jenna Foley Dorie Pagnano Nicole Salcido Romy Witz
BACKGROUND
SITUATION ANALYSIS Median Income Age
SWOT Strengths: Weakness: ● Eugene Review is the only online locally ● Eugene Review currently does not have based publication focused specifically on arts a budget. and culture. ● The organization does not have any ● Many 50+ residents of Eugene have interests full-time staff. in the arts and culture community. Opportunities: Threats: ● Lack of organizations in Eugene that ● “Competitors” ( The Register-Guard , provide a complete calendar highlighting Eugene Weekly and the Hult Center various upcoming arts and culture website). events at all venues in the area. ● Target audience may not be willing to ● The opportunity to hire UO students as adapt to electronic publications. interns to reach a younger audience and assist with current goals (e.g., social media intern).
PRIMARY RESEARCH 50% Barber Piano Concerto LOVE! 77.8% Hult Center Hult Center January 26 January 26
PRIMARY RESEARCH 13.1% 9.1% 50% 50% 77.8% Age Gender
PRIMARY RESEARCH Awareness of the Eugene Review Where art enthusiasts find information now: 13.1% ● Registrar Guard 14% ● Eugene Weekly 9.1% 50% ● Hult Center Website 86% 77.8%
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: Tactics: In order to accomplish a digital 1 Email template presence, we recommend 2 Weekly updates offering online content 3 Utilize MailChimp analytics exclusively for subscribers.
OBJECTIVES Raise digital awareness about the Eugene Review to increase subscribers by 20 percent by June 2017. Strategy 2: Tactics: Build out the Eugene 1 Content calendar Review’s social media 2 Cross platform promotion platforms (specifically 3 Authentic engagement Facebook) to increase readership and brand awareness.
OBJECTIVES Partner with multiple art organizations and local culinary businesses to cross-promote the Eugene Review by July 2017. Tactics: Strategy 1: Write reviews and highlight upcoming Collaborate with local events at: galleries, theater and music 1 Art galleries and museums to spread awareness of their 2 Theater and music performances art, while gaining recognition 3 Hult Center of the publication. 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: Tactics: Partner with local dining 1 “Taco Tuesday” at venues to create Tacovore partnerships and stimulate 2 Cross-promotion event at the local economy. Sizzle Pie
EVALUATION Objective 2: Partner with art organizations and local Objective 1: Raise digital awareness about the Eugene culinary businesses to cross-promote the Eugene Review Review to increase subscribers by 20 percent by June by July 2017. 2017. Criteria: Set initial goals for cross promotion by the end Criteria: At the end of June 2017, we will compare the of July 2017 (i.e. be featured by 3 art organizations, number of subscribers to the base number of subscribers feature 2 local culinary businesses in our publication). On the Eugene Review began with before plan August 1, 2017, evaluate whether goals were met and how implementation and observe growth via analytic to help guide future cross promotional goal setting. measurement. Tools: Track placements and features from art Tools: Use MailChimp analytics as well as website organizations and features the Eugene Review publishes of analytics to track increasing subscribership. local restaurants. Compile information on online spreadsheet.
LONG TERM RECOMMENDATIONS
TIMELINE
TIMELINE
thank you!
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