Introduction Aaron Moss President Presenters Matthew Gunn – Marketing Analysis Taresa Smith –...

Introduction

Aaron MossPresident

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.

Our Research

Where dollars are spent

• 30% of dollars spent are spent on dinner and eating out.

• 38% is spent on movies and movie rentals.

• Only 3% is spent on ballet.

Have you ever attended a Ballet West performance?

36%

64%

No Yes

Discouraging Elements

• 24% Never know the schedule of the performances.

• 22% Think the ballet is too expensive.• 22% Are not familiar with the choice

of performances.

Classical vs. Contemporary• People overwhelmingly prefer

classical set design, ballet story and dancing over contemporary design and ballet.

What are you willing to pay?

48%

36%

6% 1% 0%9%

$5-$15

$16-$25

$26-$35

$36-$45

$46-$55

Not Critical

Are there student discounts?

73%

27%

No Yes

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.

General Media

• Internet• Outdoor• Radio

Internet

• blah

Outdoor

• Jumbotron• Reagan

Billboards• UTA Bus

Advertising

Radio

• Public Service Announcements

• On-air Broadcasts

• 30-second spots in strategic places.

College Media

• Direct Mail• Campus

Newspapers• Posters• Table Tents

Direct Mail

• Send flyers and postcards to the students, commuters and non-commuters alike.

Campus Newspapers

• Weeks leading up to the shows, we will place quarter-page ads.

Posters

• Directly targeting the particular students that would be in the building.

Table Tents

• In the common areas on campus, we will place table tents on all tables

Media ScheduleBallet West Media Schedule: 2002

SEPTEMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

UTA / J umbotron

Table Tents / Posters Movie Theater

Direct Mail I nternet

Newspaper

Radio

OCTOBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

UTA / J umbotron Table Tents /

Posters

Movie Theater

Direct Mail I nternet

Newspaper Radio

Media Budget

Radio $35,260

Newspaper $13,000

Outdoor $44,808

Campus $14,200

Movie Theaters $12,600

GRAND TOTAL $119,868

Present Creative

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

Internet

Insert Internet Pages.. Next 3 slides

Thank you