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Monthly Archives: April 2011

Radio Commercial and Public Service Announcements:

While I was listening to NPR on the Internet today, this picture popped up, and I heard the following:

“Support for NPR comes from Pabst Brewing, supporting live music and local artists nation-wide, and proud support of NPR music, at PabstBlueRibbon.com.”

I was fascinated that PBR was advertising to its admittedly hipster audience through a popular music source of mine, NPR’s First Listen.  I’ve been at many for-profit music venues and festivals where beer is a sponsor, but never in a setting like my cubicle in the library while listening to a site like NPR. It worked. I’m gonna go home and drink a PBR.

**a twitter friend informed me that until 2010, Pabst Brewing was owned as part of a non-profit…interesting!

Logbook entry:

List organizational and product stakeholders:

Outline and prioritize target markets that you will address in your plan: The cultural festival is mostly aimed at children/families along western Michigan. It has a variety of programming for school groups, which will be targeted as the SCA tries to broaden its field trip scope every year. There is also weekday programming for families, and some integration of adult classes on weekday evenings.

Marketing Plan Part III: Marketing Objectives and Detail of Marketing Strategies: What strategies do you plan to implement in order to meet your objectives? What are the specific actions comprise strategies? How are you measuring the results of the actions/strategies taken?

  • As I discussed in my risks section last week, the advertising plan is to create visually engaging and vibrant ads for the cultural festival for Argentina that make the study country relatable. The Executive Director is also concerned about the existing knowledge of Argentina, beyond wine and soccer (which I think is a good start!), so the ads may also act as teaser facts about the country.
  • For school groups, we might make this series of ads into flash card/trading card type things and send them to the target age teachers.
  • To combat winter-weather concerns, we will use social media such as Twitter and Facebook to keep the consumer informed about weather as the dates of events approach.
  • We will also create an easily read and complete calendar of events, because the festival stretches over a month-long time period.
  • A goal is also to relate the marketing and advertising for the festival back to larger institutional marketing for the SCA. I plan to come up with a temporary tagline for the SCA to use during this marketing time that portrays the organization as a multi-cultural organization, rather than the traditional arts focus it is known for.
  • We will measure results through attendance and interest sparked in the events.
Advertisements

Brochures and Newsletters:

I am starting to get bored with “normal” brochures- for example, this one is perfectly eye-catching and seems pretty informational. But I know even without seeing the inside that the inside probably has some sort of calendar on one of the folds, that the sides have different types or genres of events (previewed by the ‘film’ one shown here).

I favor something more like this- which is still pretty format-friendly to its audience, but is a little easier to read, though it takes up more pages. It is just as colorful, but without being as jarring.

Logbook entry: List the risk factors associated with your product. Define ways to decrease risk for the consumer’s decision-making process. What strategic marketing activities do you plan to implement and how will you lower perceptions of risk associated with your product or event?

Risk factors: Consumer doesn’t think that Argentinian life is relevant to their own, and therefore isn’t interested in it, Consumer finds month-long programming too overwhelming, Out of town consumer doesn’t want to travel in winter weather to the small lakeside town.

Decreasing risk:

  • Create an ad campaign that will show vibrant, relatable and engaging images from Argentina that will spark curiosity in the consumer.
  • Make sure that all advertising has clear, complete, and organized information about separate events throughout the month.
  • Use social media to advertise good weather leading up to and day-of events.

Marketing Plan Development Part II: Situational Analysis, Audience Analysis, Product/Service Analysis

Organizational SWOT
strengths: variety of consistent programming, community knowledge and support of organization, growth in scope and quality of programming, self-sustaining, building with variety of spaces for wide scope of programming and functionality.
weaknesses: lack of young professionals audience, lack of staff support to continue to grow organization, reliance on small group of major donors.
opportunities: continued growth of the tourism industry to Saugatuck, Grand Rapids art prize is making a name for arts in West Michigan, economy beginning to rebound
threats: an over-packed local summer season, lack of population in the winter season
Audience Analysis: The SCA’s current consumer is 35+, and a summer tourist in Saugatuck, MI. Saugatuck attracts around 10,000 tourists every weekend, some of whom own second homes in the area, and some who stay in local rented cabins or bed and breakfasts. They come to Saugatuck because of its lakeshore location, commitment to the arts, and local shopping and eateries.

Target Audience (new, current, prior): The SCA’s target audience is mostly the one that they have- 35+, single or married, generally employed and from out of town, so with some expendable income. They would like to attract more local children during the off season- incorporate more local school groups.

Competition for Target Audience: There is no direct competition for this audience within a 20 mile radius, but other community activities in Saugatuck, such as weekend festivals can be competition for their target audience.

Product/Service Description and Analysis (uniqueness, appeal, sales opportunities, history): The SCA provides the community of Saugatuck with a community arts organization that provides a variety of theater and music performances, a farmers market, instructional classes for children and adults, a rotating gallery space, and current event film screenings and lectures. They are uniquely the only full- service arts organization in a 20 mile radius. They have rental space for sales opportunities. They are an eight year old organization with 1 full time and 4 part time employees.

Mailers and Handbills:

This handbill is for the new University Theater production. I think it is eye-catching, but somewhat confusing. The orientation and inverse type color make it difficult to read or hang- I have seen some hung sideways, when poster-size. The backside is also blank, which was cheaper for printing, but seems to be a waste of space on a handbill.

This handbill is for the UO webapp. I think this is funny, because it is a printed page for something that is on the Internet. I also think it is weird that the handbill doesn’t have a QR code so that smartphones can easily access the web app- students have to type in the address to their web browser. I do like that the handbill has information on what is on the web app, and I think the information and design are smart- it shows that a variety of information is available on multiple platforms (both iPhone and android).

Marketing Plan: Part 1

Saugatuck Center for the Arts

Mission: The Saugatuck Center for the Arts’ mission is two-fold: 1) to provide and expand opportunities for distinctive, high quality arts and cultural experiences children and adults in the lakeshore community; and 2) to energize the economy of Saugatuck/Douglas and the lakeshore region. We accomplish this through educational programming (i.e. classes and workshops), exhibitions, performances and film, and special events like the Saugatuck/Douglas Greenmarket.

Long Range Goals: Increase brand as cultural organization, not just community theater and classes.

Immediate Objectives: Increase brand of yearly cultural festival.

Marketing goals and objectives: Create and cultivate audience interest in 2012 cultural festival for Argentina, while establishing the SCA as a brand for culture beyond local Michigan arts culture.

Logbook:

Current consumer: The SCA’s current consumer is 35+, and a summer tourist in Saugatuck, MI. Saugatuck attracts around 10,000 tourists every weekend, some of whom own second homes in the area, and some who stay in local rented cabins or bed and breakfasts. They come to Saugatuck because of its lakeshore location, commitment to the arts, and local shopping and eateries.

Missing consumers: The SCA is missing the 18-24 year old consumer.

Direct competitors: There are few direct competitors to the SCA, because it is the only community arts organization in Saugatuck-Douglas. The local artist residence colony, Ox-Bow, could be seen as a competitor because it hosts monthly open studio events, and a fundraiser benefit in the summer just a couple of weeks after the SCA’s benefit. Both organization rely on some of the same families as major donors, and rely on the same tourism to keep the finances of their organization successful. The SCA is unique because it serves the tourists and the larger community. Ox-Bow only operates during the summer, but the SCA has programming for all ages year-round. The SCA also acts as a partner to many arts organizations in the greater area, including the Waterfront Film Festival, and gains larger awareness through these partnerships. The SCA’s central location in downtown Saugatuck places it right in front of visitors to the area, and they have bi-weekly farmers markets which draw in more casual passersby.


This term, I am taking my final required course in Arts Administration: Marketing the Arts. Each week, we are to make a logbook entries that include: marketing examples from an assigned source, an update on the marketing plan that we are working on throughout the term, and any other course-related notes or thoughts.

Newspaper/Magazine ads

Both of these ads were found in the April issue of Nylon Magazine. I think they are interesting because they both feature strong, bright images with several short statements or single words to briefly describe what the customer will get for purchasing this item. The iPad 2 ad is specifically interesting to me, because I feel that Apple usually sticks to one idea on their ads, and this ad makes several statements, assumingly about changes from the first iPad.

The Nylon ad is engaging through color and simple statements of what the magazine is about- although I do think it’s interesting that “culture” is different, apparently, from style, music, and fashion.

Marketing plan/Logbook entry

Product: Saguatuck Center for the Arts

A community arts center in a small arts town with a large summer tourism industry, and very small year-round population. Currently in talks to absorb local theater company who has, in the past, rented their theater for performances during the summer season. Other products include adult and youth classes, farmers market, small gallery, musical performances.

Ideas for marketing paper: using twitter as mktg, using groupon/living social as entry-level to product (giving deals to attract new customers). Is/What if @bronxzooscobra actually a mktg ploy by the zoo? is it creating a character, like mickey mouse (more devious), that people want to go see?