Embed Size (px)
Citation preview
Charlie Brown Media Plan Overview
Competitive Analysis
The College of Idaho Theater Department competitors include movie theaters and theater
companies in the treasure valley and Boise State Universities Theater Department. Movie theaters and
theater companies would be in direct competition for funds spent on entertaining activities. Theaters
such as MTI and Caldwell Arts rely on advertising in the local papers and the application of press
releases to promote the opening nights of the plays. They also rely heavily on word of mouth within
their already established audience. Another method that is used by local theater companies are the
application of a weekly newspapers and member mailing lists. Movie Theaters mostly rely on the release
of new movies which are advertised by the production companies to attract the ir audiences, however
occasionally movie lists and times can be found in newspapers. Special discounts using membership
cards also act as a motivation for movie attendance.
Boise State is a competitor with the College of Idaho for the younger target audie nce of this
marketing campaign. Like Boise State the College of Idaho seeks to attract young high school students in
the local area who seek academic excellence. Boise State relies on their strong branding and football
program which can compete with the Theater Department at BSU. To advertise their productions BSU
relies on social media and word of mouth among the students.
Objectives and Goals
The overall objectives of this marketing campaign will be to increase the interest and
attendance of an off campus audience who have little to no prior experience on the College of Idaho
Campus. Particularly of interest to this marketing campaign is to increasing the audience numbers of
high school students who are interested in theater and expanding their educational experience beyond
high school. As such the marketing plan would be designed to generate an inquiry and increase
awareness about the production “You’re a Good Man Charlie Brown” and the College of Idaho’s Theater
Department. The media that will be used by this marketing campaign will seek to target this audience
and generate its interest in future productions and on campus events.
Media Strategies
Targets
This campaign will be limited to the Caldwell area with some overlap in the Boise; especially
targeting groups as outlined by the following. Groups that will be targeted in this campaign will include
young adults under 18, male and female, living within the Treasure Valley with theatric and artistic
interest and available transportation. Also to be included are seniors who are active in the Caldwell
community who share an interest in theater and have strong ties to the Charlie Brown Character.
The target audiences for this marketing campaign are young adults who have an interest in
theater and continuing their education into college. Such individuals will also be active members of the
community and have an interest in learning. Additionally it will also target, but only in the Caldwell area,
seniors that are still active in the community. While the younger generation is likely to have interest in
the College of Idaho as a possible education source their familiarity with the Peanuts characters is not as
strong as their elder counter parts. The older generation has a stronger association to the Peanuts comic
strip and is therefore anticipated to have a stronger incentive to attend.
Media types
Media types that should be used in the marketing campaign include social media sites, which
utilize word of mouth marketing. This form of advertising is generally the most cost effective form and
also connects with the target audience of tech savvy millennials. The College of Idaho and its Theater
Department also already have a strong social media presence online for both off and on campus
members, and it would be unwise not to take advantage of this strength.
Posters will also be used in a limited capacity for this campaign and will be located in different
areas according to the intended audience. While posters are a more passive and traditional form of
advertising it is still an effective method especially when placed on bulletin boards and should not be
ruled out. However, these will not exceed the surrounding valley and will be concentrated in select
areas where there is either great artistic interest or a high density of the target audience. Newspapers
should also be utilized to connect with the older yet active generation. Of particular interest would be
placing an advertisement in event calendars to make its readers aware of the production of the play.
Again the newspapers chosen would be limited to the Caldwell Treasure Valley area.
Outdoor marketing will also be used but will be limited to the campus, upon approval and
weather permitting. This marketing tactic will take the form of chalk drawings periodically through the
semester coinciding with important campus events, attended by off campus individuals in particular, to
keep the spring production fresh in the minds of students and an off campus audience. Closer to the
week of the production opening the appearance of prominent Peanuts themes would also be used
around the campus. Such as “the doctor is in/out” sign located at the McCain table or placing a kite
stuck in a tree with the Charlie Brown T-Shirt stripe out in front of Langroise.
It is suggested that a blog, on the College of Idaho website, be set up for use by one of the cast
members during the production of the play. In particular I would recommend looking for a freshman,
recently graduated from high school, who has strong ties to the Caldwell community. This is the group
that we are trying to reach so it is important that the individual writing the blog shares this same
identity and is able to connect with this audience.
There will also be a high use of various forms of media promotion that will also occur
throughout the semester in conjunction with the marketing campaign. These will be discussed in greater
depth in a later section (Media Promotions) however briefly they will include the use of Bon Appetite’s
catering services, participation with Project Linus a non-profit organization and in conjunction with this
at least two movie nights in the McCain Cafe, and the possibility of performing at or f or local high
schools in the area with strong artistic interest.
The marketing media that won’t be used in this campaign includes publically broadcasted
advertisements on TV, radio, and outdoor advertisements off campus. While short videos and audio
segments maybe posted on online video sites such as YouTube, the expected full on expense and effort
of purchasing TV and radio space will far exceed the cost when compared to the benefits.
Media Tactics
Media Vehicles
Social media sites would include Twitter, Facebook, Instagram, and YouTube. Of these the main
focus of the marketing campaign will utilize Facebook and Instagram the most as the College of Idaho
Theater Department has a larger following on Facebook and Instagram already has a large following.
Instagram will also be an ideal site to use as during production photos will be taken and shared by
theater ensemble and can be tagged and shared with the rest of the community online. In addition such
photos taken should be given a hashtag, such as #CofICharlieBrown unique to the play so that the
photos can be grouped. By doing this it enables curious viewer with additional information about the
event and the individuals who are working in the production. In addition at the end of the play it will
provide cast members with a scrapbook of the production and its participants. I would also suggest,
time permitting, that a short video be made of the cast and crew about the play in its production in
order to advertise the opening night of the play.
I would also like to design and put up during the running of the play a “selfie wall” for audience
members to take pictures in front of. This will be a place where individuals can take pictures and would
be encouraged to take pictures to remember the night and to share with friends. Some ideas for this
wall include Snoopy’s dog house, the doctor is in booth, Schroder’s piano, Linus’s blan ket, or some life
sized cutouts of the Peanuts characters with no heads. I would like it to be able to “fit in” with its
general surroundings. This in particular I believe will be good in working to spread the word using social
media.
Posters when used will also include QR codes that will aid in finding the online website this is
particularly important when they are used in locations with a younger audience . It is also important that
the College of Idaho website itself be used to help promote the production and a description of the play
and any relevant information should also be included in this link. It is here that the QR code should be
directed and links to the College of Idaho Theater Departments webpage, blog, and any additional
website be added. There will be at least two poster designs that will be used for both the posters and
the newspapers. One will take a more traditional approach to the Peanuts characters which will connect
to the older generation. The second version of the poster will attempt to connect and gain the interest
of the younger generation. The second version will be more widely used and placed in areas that the
target audience is likely to be found. Placements for the posters will include notification boards at Idaho
Arts Charter, Caldwell High, Caldwell Public Library, Caldwell Senior Center, Caldwell Recreation
Building, Canyon County Extension, Encore Theater, MTI, Bird Stop, Human Bean, Boise Contemporary
Theater, Timberline, and BSU Theater Department.
Like posters, newspapers would be limited to surrounding area of which the most prevalent are
the Idaho Press Tribune, Idaho Statesman, and Boise Weekly. The Idaho Press Tribune and Idaho
Statesman will contain the versions intended for an older audience while the Boise Weekly will contain
the ad for the younger generation.
Media Units
Posters will be printed in color on 11x17 sized paper at a cost of 18¢ per page at the College of
Idaho Mail Center. The image used can be sent to [email protected] to be test printed and
once approved printed according to the number desired of each.
Photos taken to be used in coordination with the press releases should be of high quality, taken
a few weeks prior to the plays opening show. Posters designed for the younger groups should include a
QR code and hashtag. All posters need to have time, date, place for the shows, and other key
information.1 It is also suggested that we include a link to a website that hosted more information and
links to purchase tickets, view theater department home page, and some social media links.
Dimensions for the Digital signs are 1920x980 pixels. Sent to [email protected]
Media Schedule
Press releases to be complete by March 16th and include photos poster designs for both older
and younger audiences, digital signs Instagram signs and Facebook images. Use college website press
release for QR code and have the hashtags set up by then. It is also by this date that school visits will be
set up and finalized. The order for the Project Linus Girl Scout patch should be placed by March 16th as
well. By March 10th tags for blanket baskets are to be completed and printed ready to attach to the
items. Signs for Blanket Parties in front of Simplot and the McCain table should be finished by March
14th and ready to be put up and used.
Program cover will be completed and ready add the additional casting information and/or print
by March 20th. Certificate of award will be completed and ready to be given to winners of Project Linus
Blanket Drive Competition by March 30th with enough space available to list the names of the winners.
April 1st send memo to Bon Appetite to remind them to make Charlie Brown Deserts.
Throughout the semester chalk will be used to remind people about the play and the blanket projects.
By March 30th a kite will be constructed and placed in the tree located near the entrance to Langroise
sporting the infamous Charlie Brown zigzag. Maintenance will need to be contacted and a ladder used to
place the kite in the tree.
1 YOU'RE A GOOD MAN, CHARLIE BROWN Based on the Comic Strip “Peanuts” by Charles M. Schulz Book, Music and Lyrics by Clark Gesner Originally Produced in New York by Arthur Whitelaw and Gene Persson and Directed by Joseph Hardy
April 5, 2015 - Matinee at 2:00 pm April 8-12, 15-18, 2015 at 7:30 pm Directed by Joe Golden; Musical Direction by Brent Wells & Jordan Bowman; Scenic Design by Will Ledbetter; Lighting Design by Deborah Penrod; Costumes by Delpha Carver; Choreography by Leah Clark Tickets: $20 adults; $15 seniors (65+) and non-C of I students
Langroise Box Office: 208-459-5426 | Information: 208-459-5836
Media Promotions
One recommended marketing strategy would be the participation in Project Linus as a part of
the spring production. One of the main reasons for utilizing this as a part of the marketing plan is the
fact that such participation in Project Linus would attract community minded and motivated individuals.
Such targeted groups would include members of 4-H and Girl Scouts and high school clubs such as Key
Club and Boys and Girls Club. (4-H offers several project camps during spring break one of which is a
sewing class) Such a project would also get on campus clubs and groups involved in participating. One of
the major benefits of this project is its tie in with the spring production “You’re a Good Man Charlie
Brown”. If this project was turned into a competition with winners announced after each performance
of the play and during rehearsals it would provide additional incentive for these individuals to attend the
performances. As a competition sponsors could also be recruited to award prizes, these prizes do not
necessarily have to be expensive or elaborate.
I would suggest each performance have the announcement of a different winner in a different
category. Here are some suggestions for these categories; Best Overall, Best Charlie Brown Themed,
Cast Favorite, Best Adult Blanket, Best Child/Baby’s Blanket, Best Blanket Made by an Individual, Best
Blanket Made by a Group, Best of Special Category ie craft baskets auctioned off containing pre-
assembled supplies at special events such as Charlie Brown Movie Screenings or learning camps in which
basic sewing skills are taught. Such a project not only provides these educationally driven individuals
with new skills and a chance to take pride in their work it also allows them a chance to participate in a
form of community service. The theater department may not have to fully supply fabrics and other
materials to construct such items. As a part of the Project Linus they collect and accept money
donations in order to make quilts some of the locations maybe willing to give out these items to make
the quilts or even the theater department could ask for fabric donations to make said quilts.
I would also suggest the organization of an Olympic event dubbed the Blanket Games in which
participants will be challenged to compete in various events involving blankets. This will enable the
participation of several student groups and teams with the prizes being several items that must be used
in the creation of their blankets. This particularly benefits the competition section of the Best of Special
Category for them to compete in.
I would also like to ask members of the Theater department and those with Theater
majors/minors to volunteer on February 14th to participate in the National Make a Blanket Day at
Karcher Mall that will be hosted by Project Linus. This is especially ideal because many of the
participants will be the target audience so it will be a good time to spread the word about the
competition in addition to the marketing for the play. There are also additional events that will be
organized by Project Linus however this one in particular is of interest because of its scale.
School visits or special invites would be another suggested source of advertising for the
production. However these would be limited to schools within the immediate area or those with a
STRONG artistic interest. This would be oriented towards the end of production period when the piece is
more complete. Such concerns as the availability of the actors and transportation would limit the
number of viewings and its use as a marketing medium. In addition it would need to be investigated
who to get in contact with in order to determine any problems with transport.
Another miscellaneous marketing tactic would be the use of the local College Café Bon Appetite
as a caterer. Only in a very limited sense, by using Peanuts themed deserts and/or décor during the
opening nights the event would be advertised in the Simplot Café. This would most likely be limited to
one plate for lunch and dinner for the opening week afterwards word of mouth would have spread and
the use of the cookies in regards as a social media promotion would have also progressed to this p oint.
Media Logistics
Research should be done to find out how well the posters designed generate the interest of the
target group high school students.
Continuity Plans
These plans need to be set up in regards to the school trips performances
Calendar
February
25 – 7:30 Jaac Yotes Basketball Championship
26 – 7:00 McCain Open Mic night
27 – 7:00 Drag show
March
3-4 Girl Scout Cookie Sale McCain
7– 7pm Dancing with the Stars Jewette
7-April 11th 9:30 -11am Saturdays short sports boys and girls
Nampa Rec Center
10– 12 Noon break luncheon Simplot Dinning Hall Caldwell
City of Commerce 459-7493
11– 7-8 pm Alumni Choir Langroise
13– 7:30-9 Opera elect jewette
14– 1-4 pm Jewette Tears of Joy Puppet Theater
14– 3-7pm Food Truck Rally goes to the Dogs free Lloyd
Square 1300 front street Nampa
14– 7-9pm Sigma Chai Sweet Heart Ball McCain
Last 3 weeks – marketing increase
18, 20– 11:30-1:30 Simplot Hendren Blanket Making
19– 11:30-1:30 Simplot South Dining Blanket Making
19-20– 11:30-1:30 McCain Blanket Making
18-20– 6-8 Simplot Hendren Blanket Making
19– 7:30-10 Blanket games Jaac PENDING
23-29 Spring Recess
26-28– 7:30–9:30 Pipin MTI Jewette
27– 9am 4-H Sewing Class Canyon County Extension
April 4– Easter Egg Scramble 10-11 am Memorial park
3– Alice in wonderland jewette 7-9pm dream weaver
musical theater
18– Admitted Student Open House Andrew Wilburn
Langroise Admissions Dept
Budget
Item Per unit Cost Number of units Total Cost
Side Walk Chalk 4.68$ 1 4.68$
Posters 11x17 0.18$ 37 6.66$
Kite http://buggyandbuddy.com/make-kite/
need dowels yellow spray paint black trash bag
Snoopy's dog house Cardboard
Total Cost Known elements 11.34$
Item Per unit Cost Number of Units Total Cost
Project Linus Blankets
Fleece fabic on Sale 2yrd 8.48$ 20 169.60$
Pick Up Fee 10.00$ 20
PL Blanketeer Patch 1.75$ 5 8.75$
PL letter stamps 0.40$ 10.00 4.00$
PL Total Cost 173.60$
Total Cost for Charlie Brown 184.94$
School Visits Bus Per Hr Per unit Cost Number of Units Total cost
Idaho Arts Charter
Our Contract Price 75.00$ 1.50 112.50$
Their Contract Price 25.00$ 1.50 37.50$
Caldwell High
Our Contract Price 75.00$ 1.33 99.75$
Their Contract Price 25.00$ 1.33 33.25$
Valley View High
Our Contract Price 75.00$ 1.33 99.75$
Their Contract Price 25.00$ 1.33 33.25$
Total Cost Our Contract 312.00$
Total Cost Their Contract 104.00$
http://www.orgsites.com/il/projectlinus-mchenry/_pgg9.php3
http://www.ehow.com/how_5081332_make-cardboard-doghouse.html
http://www.walmart.com/ip/Crayola-Sidewalk-Chalk-12-Pkg-Assorted-Colors/37663733
Press Releases
Project Linus at College of Idaho By Allyson Sander
January 30, 2015
What does Valentine’s Day have to do with blankets? A lot actually because this upcoming
Valentine’s Day the College of Idaho will be partnering 2with Project Linus to help make blankets for ill or
traumatized children at the Karcher Mall Lobby in Nampa. Believe it or not it is one of the best possible
ways you could hope to celebrate Valentine’s Day. The best blankets are the ones that are made with
love, and what better way to share your love with the world than by making a blanket for someone who
needs a little security in their lives. College of Idaho has always held an interest in the community and
because it’s Theater Department is working on their spring production “You’re a Good Man Charlie
Brown” felt it would be a good way to honor the Peanuts characters.
For members of Project Linus Valentine’s Day is more than just that, it is also National Make a
Blanket Day and they celebrate it by doing just that. It’s amazing how many people stop to ask what is
happening and are more than willing to join in the action. It is also an opportunity to learn a new skill
like sewing or how to tie fleece blankets. Should you find yourself caught up in the fun you can always
go to JoAnn’s inside the mall to purchase 2 yards of fleece to make a tied fleece blanket.
Throughout the next few months up until April 1st the College of Idaho will be accepting
donations to Project Linus made by the community at the front desk in McCain. Representatives of the
Theater Department have also been working hard to put together a challenge for interested members of
the community. We are looking to challenge the Treasure Valley community by initiating a competition
in which blankets submitted to The College of Idaho will be entered, judged, and awarded prizes
according to different categories. These include Best Overall, Best Charlie Brown Themed, Cast
Favorite, Community Favorite, Best twin sized Blanket, Best Individually Constructed Blanket,
Best Blanket Made by a Group, Best Blanket Submitted by a Club, and Best of Special Category.
The winners will be announced at each of the performances of “You’re a Good Man Charlie
Brown”. However, we will only award prizes for blankets made for teens and we will only
accept blankets that are made according to the guidelines of Project Linus which can be found
on their website.
###
2 I spoke with Donna who is the Coordinator for the local Project Linus. I don’t know if partnering is the correct
word that should be used
Charles Schulz once said about Project Linus, “Of all the things in the strip, I think that I am most
proud of Linus’ security blanket. I may not have invented the term, but I like to think I made it a part of
our language.” In honor of the spring production and the “Peanuts” character of Linus the College of
Idaho is hosting a blanket drive and competition for Project Linus, an organization that makes blankets
for children in need. We will be collecting blankets at the McCain front desk until April 1.
Additionally we are issuing a challenge to College of Idaho members and those of the
surrounding community to make the best blanket ever. Due to the needs of the local chapter, any teen-
sized blankets (at least 45”x72”) following Project Linus requirements will be eligible for a contest.
Blankets can be made by an individual or group as long as the names are listed. Fleece blankets are easy
to make—they typically take less than 30 minutes and cost only $10! Categories to enter include Best
Overall, Cast Favorite, Best Charlie Brown Themed, Best Made by Group, Best Made by Individual, and
Best of Special Category.
Winners will be announced and awarded prizes donated by local businesses which include The
Birdstop, Caldwell Bowl, True Paintball, The Sweet Spot, and the War Hawk Air Museum at
performances of the College of Idaho spring theatre production, “You’re a Good Man Charlie
Brown.” For more information about the Blanket Drive Competition contact College of Idaho student
Allyson Sander at [email protected].
Take pictures of your progress and share them with us by using the #cofipl on social media. We
love to see how you are doing and share our progress with you!
You’re a Good Man Charlie Brown The College of Idaho Theatre Department is pleased to announce its spring production, You’re a
Good Man Charlie Brown, a two time Tony award winning musical and lively comedy following the
comic strip “Peanuts” characters. The play will begin with a special matinee performance at 2 p.m. on
April 5 and with additional performances at 7:30 p.m. on April 8-12 and April 15-18—in the Langroise
Center for the Performing and Fine Arts on the C of I campus in Caldwell. Tickets cost $20 for adults and
$15 for seniors (65+) and non-C-of-I students. For tickets and information, call the Langroise Box Office
at (208) 459-5426.
The College of Idaho Theater Department brings the comic strips by Charles Schulz to life
through their musical performance featuring bits and pieces of the lives of Charlie Brown and his friends.
For over 60 years the “Peanuts” characters have delighted children and readers of all ages with
Schroder’s piano, Lucy’s psychology, Sally’s philosophy, and Charlie Brown’s optimism despite his
feelings of inferiority, lack of confidence, and rejection. The performance presents many memorable
scenes within the comic strip series including the kite eating tree, Snoopy’s battles with the Red Baron,
Lucy’s psychiatry booth, the Little Red-Haired Girl, and Linus’s blanket. The College of Idaho Theater
Department has also been working hard to collect blankets to give to Project Linus in correlation to the
plays production.
The musical, based on the “Peanuts” comic strip by Charles M. Schulz, was originally produced in
1967 in New York by Arthur Whitelaw and Gene Persson and was directed by Joseph Hardy. The musical
features the book, music, and lyrics by Clark Gesner of which “Happiness” became a hit song of the
1960’s with renditions by various artists. The C of I version will be directed by Joe Golden of the College
of Idaho Theater Department.
The cast features C of I students Clayton Gefre, Ellen Campbell, Rose Hanson, Edith Dull, Hailey
Moore, Austin Murray, Jack Morrow, Luke Ahlemann, and Zach Buker. The set is designed by Will
Ledbetter, costumes by Delpha Carver, lights by Deborah Penrod, choreography by Leah Clark, and
musical direction by Brent Wells & Jordan Bowman.
For more information about C of I theatre, call (208) 459-5836 or email
Founded in 1891, The College of Idaho is the state’s oldest private liberal arts college. It has a
century-old tradition of educating some of the most accomplished graduates in Idaho, including seven
Rhodes Scholars, three Marshall Scholars, and another 11 Truman and Goldwater Scholars. The College
is located on a beautiful campus in Caldwell, Idaho. Its distinctive PEAK curriculum challenges students
to attain competencies in the four knowledge peaks of the humanities, natural sciences, social sciences
and a professional field, enabling them to graduate with an academic major and three minors in four
years. For more information on The College of Idaho, visit www.collegeofidaho.edu.
