2. Promotional
Objectives
• Create and expand awareness of
program
• Strengthen memorability of brand
• Increase market share within the
community
• Drive up attendance within the
program
4. Demographics
Population of Green Bay
Families with Children
under 18
Estimated number of
children between the
ages of 5-9 currently
living in Green Bay
Estimated number of
children under the age
of 5
6. Competition within the Community
The Power of Dance
Ages 3+ Ballet, Tap, Jazz, ect.
YMCA Dance Program
Ages 3-6 year old Ballet, Tap, and Jazz
Shirley Van
Ages 3+ Foundation classes in all forms
Vibe Dance Center
Ages 4-8 Jazz and Ballet summer camp
Barb’s Centre for Dance, Inc
Website gives no information
Green Bay School of Dance
Ages 3-6, Ballet
7. Creative Strategy
Promotional Message
“Dancing into a Bright Future.”
Major Selling Idea
Learning dance has benefits that last throughout
a person’s life.
Major Selling Proposition
The YWCA is asking their customers to make an
investment in their child’s future.
Emotional Appeal
8. Executional Framework
One minute long testimonial style
video advertisement
– Features credible, trustworthy,
likeable YWCA Dance program
alumni speaking about the positive
effects of dance on their lives. Their
testimonials will be interjected with
past/present videos of their
dancing/life.
– https://vimeo.com/117345220
• Direct mail advertising
• Brochures for YWCA locations
9. Product Positioning
“The YWCA is dedicated to
eliminating racism,
empowering women and
promoting peace, justice,
freedom, and dignity for all.”
– All marketing materials should
reflect these qualities in order to
strengthen brand memorability.
10. Promotional Mix
Data Base Driven Marketing
– Targets customers already familiar
with the organization as well as new
customers.
Direct Response Marketing
– Targets customers already familiar
with the organization
Social Media Marketing
– Targets customers already familiar
with the organization as well as new
customers.
11. Measurability
• Facebook, Instagram, and
YouTube have viewable
statistics.
• Increase in likes, favorites, click-
throughs and length of
engagements
• Total program attendance should
exceed previous year’s
attendance.
12. Budget
Budget Strategy
“What we
can afford”
budget
strategy.
Expenditures for
this project
Production Studio
Services
Talent Services
Printing
Postage
Graphic Design
Services
Social Media Services
Project Coordinator
Services
Editor's Notes
My promotional objective for this project is to create and expand awareness for the YWCA Spring Dance Programs, strengthen the memorability/like ability of the YWCA among the public, to increase market share within the community and drive up attendance within the program. The sum purpose of which is to increase demand, setting the framework to raise service prices in order to expand the program and/or add to a scholarship fund.
Participants in this program are children, Ages 4-10 years old. The target market for this campaign is their caregivers and parents.
Number of Citizens within Brown County: 256,670
Number of Family Households in Green Bay with children under 18: 13,531 or 32.5%
Estimated number of children between the ages of 5-9 currently living in Green Bay: 7,254 or 7.1% of the total population
Estimated number of children under the age of 5: 8,054 or 7.7 of the population
The target market for this promotion is parents/caregivers of children 4-10 years old. They believe in the benefits of placing their children into classic, competitive sports. They would like their children to learn respect, get exercise, and improve their self-esteem and social skills. They aspire for their children to be of a higher-class and/or become skilled at higher-class traditions.
Appeal: I have decided to utilize an emotional appeal in order to engage parents with the theme of the campaign. The mission statement of the YWCA is emotionally inspiring, so the advertisement should be as well.
Major Selling Idea: The major selling idea behind this campaign is to offer local citizens an affordable, high quality activity for their young children.
Major Selling Proposition: The YWCA is asking consumers to make a small investment in dance now, and in return they will improve the child’s quality of life far into the future.
Message Theme: Positive, Encouraging, And Fun
Thirty-second long testimonial style video advertisement posted to all social media accounts featuring credible, trustworthy, likeable YWCA Dance program alumni speaking about the benefits of dance. Their testimonials will be interjected with home videos of them dancing as children.
Direct mail Advertising
Brochure for YWCA locations
Promotional Mix
Entertaining, shareable content for the Internet will attract new customers and expand the YWCA’s market. The direct marketing elements will target local customers and those who are already familiar with the organization.
Data Base Driven Marketing
Targets customers already familiar with the organization as well as new customers.
Utilize already existing mailing list
Collect Email Addresses via pop-up widget viewers must close to watch promotional video.
Direct Response Marketing
Targets customers already familiar with the organization
Send email-to mailing list recipients containing link to promotional video and information about program
Include link to video in e-newsletter
Create brochure for local YWCA locations
Create piece of direct mail
Social Media Marketing
Targets new customers
Create entertaining video advertisement shareable on all social media platforms
Utilize Facebook dark posts to gain attention from potential customers
Instagram memorable performance moments and share with followers, using the hashtag #Dancingintothefuture
The funding for this project will be what organizational leaders feel they can spend. With that said, here is a short list of expenditures for this project:
This project will be completed using a “What we can afford” budget strategy. The funding for this project will be what organizational leaders feel they can spend. With that said, here is a short list of expenditures for this project:
