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MoonCity_Plansbook
- 2. Teal Jenkins Budget Allocator & Media Planner Tess Hoehn Research Analyst Katelyn Benedix Art Director Savannah Gibbons Director of Public Relations & Creative Director
- 3. Table of Contents Introduction ------------------------------------ 4 Executive Summary---------------------------- 5 Mission Statement ---------------------------- 6 Research ------------------------------------------ 7 Positioning Statement ------------------------ 8 Objectives---------------------------------------- 9 SWOTAnalysis----------------------------------11 Target Markets --------------------------------- 12 Competitve Assessment ------------------- 16 Creative Brief ----------------------------------- 18 Promotions ------------------------------------- 19 Media Brief ------------------------------------- 24 Media -------------------------------------------- 25 PublicRelations---------------------------------32 Campaign Continuity --------------------- 40 Media Plan --------------------------------------- 41 Budget -------------------------------------------- 42 Measurement ---------------------------------- 43 Conclusion ------------------------------------- 44 References ------------------------------------- 45
- 4. Introduction Moon City Creative District is an art district located in the Woodland Heights neighborhood in North Springfield, Missouri. It entails a 15 block radius of homes with studios. They provide opportunities for people to “live & work”, create, and experience the community. Since 2008, they have been representing painters, lamp work and hot-glass, textile, musicians, composers, writers, pottery, woodwork, sculpture, mixed media, handmade books, sketch artists, and sign makers. With this plansbook, Red Door Integrated Marketing Communications wants to convey Moon City’s vision, “To establish the Moon City Creative District as a vibrant, unique and livable area that provides a wide range of arts, cultural, employment and living opportunities for artists, artisans, residents, workers and visitors and supports the continued revitalization of the Woodland Heights Neighborhood”. 4
- 5. Executive Summary Red Door Integrated Marketing has created a marketing plan to make Moon City Creative District a destination spot to our target markets. We have put weeks of effort into gathering information to provide us with the appropriate data on our target markets. With our research and insight, we are confident that we know how and where to target them. The research has guided us to believe that our target market is split into a primary and secondary market. Our primary target market consists of young professionals that range from 25-34 and people that are well into their career/recently retired ranging from 50-64. We are confident we can grab their attention and educate them through multiple ways: • Attending & holding a booth at ArtsFest • Attending & holding a booth at Cider Days • Signage • Website • Social Media • Arts Benefit Showcase Event • The Network • Fliers • Creating a membership fee 5
- 6. These communication pieces will highlight how Moon City Creative District works to create and maintain a creative community. They will portray the vision and goals the district was founded on. These strategies will be tracked though event attendance, number of brochures distributed, recording number of houses being rented/bought, tracking number of artists, and recording the number of website and social media hits. These measuring methods will allow Moon City Creative District to change and enhance anything in the future that they need to as time goes on. Executive Summary Mission Statement To promote, develop, and sustain an artistic/creative community, where individuals may live, work, and create in a synergistic environment. 6
- 7. Research Red Door Integrated Marketing Communication’s has participated in many things to get a more clear understanding of Moon City Creative District. First, we visited Moon City and Commercial Street. By doing this, we were able to get a better feel of what we were working with and what their vision is. Also, within our class, we were a part of distributing surveys throughout people in the community. In result of this, we were able to get 268 participants in this survey. We were able to gain insight on our target markets, as well as the current perceptions of Moon City and North Springfield in general. With all of the research we collected, we applied that information to every aspect of our project. 7
- 8. Positioning Statement Moon City offers a community to local artists that offers opportunities of growth and networking. There are other art districts in the surrounding area that provide similar opportunities and motives. Moon City wants to be seen as a destination spot for visitors and locals. They also want to be seen as a place for artists to gain opportunities. Each creative piece used in this campaign will draw attention and create awareness for Moon City, including using information that directly focuses on Moon City’s vision, objectives, and mission statement. 8
- 9. Objectives • Primary Objective: Create a complete integrated marketing communications plan for Moon City Creative District that incorporates brand awareness and gaining more members in the community/neighborhood. • Increase local awareness • Intensify the number of website and social media hits • Portray Moon City as a destination place • Focusing the neighborhood on the people • Increase the number of artists in the district to 50 • Incorporate a creative consistency throughout general mediums (Social Media, Website, etc.) • Communicate what Moon City offers and what it provides to community members • Educate our target markets • Develop unique promotional strategies to reach our target markets 9
- 10. Objectives Execution of Objectives • Define two target markets to focus marketing efforts towards • Creating signage to build awareness • Make website more user friendly and informationally guided • Create and disperse brochures that provide general information to target markets • Making more of an appearance on social media • Creating flyers to bring to events held and attended • Encouraging people in the district to join local networks 10
- 11. SWOT Analysis Strengths Weaknesses Opportunities Threats •Have the support of the City and the City Councils •Uniqueness •Cost effective •Historic •Footbridge •Creates opportunities for people •Clearly defined objectives, mission, and vision •Diverse areas of art •Provide people with opportunities within the community •Springfield is a city of the future •Creating a base •Signage •Portraying creativity through mediums •Updated website with more information •Build a reputation •Expanding social media •Gain exposure through community •Negative perceptions/image •Older neighborhood •Social media •Lacking information on website •Lacking specific target markets •Logo lacks assistance to brand •Competitors •Location (North Springfield) •Little/no budget •Area safety •Unemployment rate •Low brand awareness •Creating a membership fee 11
- 12. Target Markets Primary Target Market Demographics • Age: 25-34 (Generation Y) • Gender: Female • Level of Education: Some college/Bachelor’s degree • Income Level: $25,001-$49,999 • Children: No Psychographics • Interests: Art (drawing, painting, music, theater, etc.) • Personality: Independent and creative • Values: Optimism, civic engagement, confidence, sociability, diversity, work-life balance Lifestyle/Buying Behavior • Single/young couples • Empty nester, in the sense they do not have kids yet. Have a lot of extra money, because they do not have kids. They tend to buy realistic products that they believe will help them. 12
- 13. Geographic’s • Springfield, Missouri area • Brookline • Fair Grove • Nixa • Pleasant Hope • Republic • Rogersville • Strafford • Turners • Willard Red Door Integrated Marketing Communications wants to target young artists, who are just starting their life and have excess time to become part of a community. We plan to advertise the benefits that Moon City Creative District has to offer. We want to promote Moon City, as well as North Springfield, as a community. Getting young artists to live in the creative art district will give them the opportunity to connect and sell their art to people in the community that can enjoy personalized work. Target Markets 13
- 14. Target Markets Secondary Target Market Demographics • Age: 50-64 Generation X/Baby Boomers • Gender: Female • Level of Education: Some college/Bachelor’s degree • Income Level: More than $100,000 • Children: Yes Psychographics • Interests: Art (drawing, painting, music, theater, etc.) • Personality: Independent, creative, impatient, cynical • Values: Optimism, personal gratification, personal growth, involvement/engagement Lifestyle/Buying Behavior: • Married/divorced • Empty nesters, in the sense they never had them or they have moved out of the house. Large amount of disposable income due to children being on their own. They know they are closer to the end of their life and more willing to spend on irrelevant products. 14
- 15. Geographic’s • Springfield, Missouri area • Brookline • Fair Grove • Nixa • Pleasant Hope • Republic • Rogersville • Strafford • Turners • Willard Through our secondary target market, Red Door Integrated Marketing Communications plans to target those artists who have more spare time, either because their children are older or they find themselves having less responsibilities. We want to give people that have not intentionally gotten away from the creative lifestyle they used to have the opportunity to become part of the creative district community. Through the community they will be able to meet people and sell their work. Target Markets 15
- 16. Competitive Assessment Crossroads Arts District, located in Kansas City, Missouri, consists of restaurants, studios, galleries, and boutiques. They hold many events in Kansas City that include culture and get the community involved. “First Friday” is one of their most popular events where they fill the sidewalks with art and people. The Crossroads Community Association was formed in 2001, and is now known as the home to more than 400 local artists and 100 independent studios. Their purpose is to give people in the community a voice in the city. Being a member in the community, as a friend or as a small or corporate business owner, you are receiving many benefits. By becoming a member, you are able to connect with other people and promote your work. We see this as a primary competitor because they are located only three hours away. They also have been established for seven more years than Moon City, giving them more experience and more of an opportunity to have a competitive advantage. North Village Arts District, located in Columbia, Missouri, is a nonprofit organization that contains roughly 150 artists. North Village’s most known events are their art crawl called, First Fridays, and the downtown farmer’s market, where farmers and craftsmen can sell and show off their work. It is run by 11 people on their board of directors, and it costs 100 dollars to become a member and includes exclusive benefits. 16
- 17. North Village is competitor to Moon City, in our eyes, because they are roughly three hours away. A big reason they are seen as a competitor to us is because they have a budget, unlike a lot of other creative district, they have a hundred dollar membership fee. This opens a lot of opportunities for them to hold events, as well as market to more people. St. Charles, Missouri is known to be one of the most historic cities in Missouri. It is a place with many views and friendly people. It is known for its unique boutiques, restaurants, and attractions. The city holds many events to get the community and visitors involved. We see St. Charles as a competitor, because it is a historic city that has a lot to offer. It is a well-known place in St. Louis, and people are well aware of everything it has to provide. Eureka Springs in Arkansas is a historic town that has charm to it. Many people take wedding pictures there and go there to “escape”. They have a lot of award winning restaurants with a variety of cultures. There are many different things you can do there such as, canoeing, cooking classes, shop, breweries, etc. Eureka Springs is a large competitor because it is close, and they have such a wide variety of things to do. They are well known and established to the point where people want to have their weddings there. They have a great image, and this is where they have a huge competitive advantage on Moon City. 17
- 18. Creative Brief Red Door Marketing’s overall goals for the creative campaign are to increase general awareness for Moon City Creative District and to increase the number of residents living in Moon City. The Red Door designed flyers will be used to increase overall awareness for Moon City. The brochures, also designed by Red Door Marketing, will be used to further educate people about Moon City and will include information about becoming a resident in Moon City. The signs we designed for them, both the large and small ones, will be used to let people know they are in Moon City Creative District and increase general awareness of Moon City. 18
- 19. Brochures Red Door’s design team has created a brochure which Moon City can hand out at Artsfest, Cider Days and any other events they attend. This brochure will be packed with general information about Moon City Creative District along with information about joining and or moving to Moon City. We have budgeted for printing 1,000 brochures at a cost of $349.99, which equals approximately $0.35 apiece. Promotions 19
- 20. Promotions Flyers To help with Moon City’s issue of general awareness, Red Door’s design team has created a flyer which we suggest should be hung up at various locations throughout Springfield. We budgeted for Moon City to order 1,000 fliers at a cost of $204.99, which approximately equals $0.20 a piece. • Places to put up flyers: Brick City, Gilloiz Theater, Springfield Little theater, Springfield Contemporary Theater, Skinny Improv, Mudhouse Coffee, Coffee Ethic, The Urban Cup, Hebrews Coffee, Dancing Mule Coffee Company, different business on C-Street, all Panera Breads in town, Picklman’s, Mr. Eddie’s, Riad, Maria’s, Stick It In Your Ear, Fresh Gallery, Hawthorn Galleries, OTC Fine Arts Gallery and Studio, The YMCA, Randy Bacon Studio, The Outland, Evangel University Bellweather Gallery, Springfield Hot Glass Studio, RSVPaint, and Art Inspired. 20
- 21. Promotions A place of creativity, first and foremost. It's home to artists and creative people who enjoy a sense of community. In the near future we hope to have an overlay zoning that will allow artist who live in the district to operate studios in there homes and have a limited retail presence. Some mediums presently represented are: painting (watercolor, oil, acrylic), lamp work, and hot-glass, textile, musicians and composers, writers, pottery, woodwork, sculpture, mixed media, handmade books, sketch artists and sign maker. CHECK US OUT www.mooncitycreativedistrict.com 21
- 22. Yard Signs Large Yard Sign After Red Door’s creative team experienced Moon City first hand, they discovered the lack of signage in Moon City. Walking or driving around the only way an individual knows they are in Moon City is from the painted electric poles. The problem with that is, not everyone knows about the painted electric poles in Moon City, so to the uneducated eye, they would never even know they went through a creative district. To help solve this issue we have designed a sign that we recommend placing at the most prominent location in Moon City. One this will let Moon City’s visitors know they have reached their destination, two it will continue to make Moon City more welcoming to its visitors, and three this will help create awareness about Moon City. Small Yard Signs To continue to help with the issue of not enough signage in Moon City, Red Door Marketing has created “18 x 24” corrugated plastic color yard signs. These will be set up at different prominent places around Moon City to help people know they are in Moon City Creative District. Promotions 22
- 24. Media Brief The overall goals for this media campaign are to increase general awareness for Moon City Creative District and to increase the number of residents living in Moon City. Facebook and Instagram will be used to stay connected with Moon City’s followers and to increase general awareness for Moon City. The yearlong Facebook campaign will also be used to direct people to Moon City’s website, where they will be able to find further information. We suggest sending out a monthly e-newsletter which will keep members and nonmembers alike updated on Moon City happenings and current events in the local area. Moon City’s website has several issues that we have outlined below. Once these issues are solved it will make the website overall more user friendly and more inviting, among other things. 24
- 25. Media - Facebook Facebook The ever growing Facebook reaches over 1 billion people every day. Our overall objective for advertising on Facebook is to create general awareness for Moon City, and to direct people to Moon City’s website for further information about joining and or moving to Moon City Creative District. This Facebook campaign would run from July 1st 2016, thru May 31st 2017. Our budget for Facebook is $1.00 a day, so our total Facebook budget would be $365.00. Suggestions for Moon City’s Facebook page: They need to update their “About” page to include: Moon City address, and a phone number of someone who individuals can talk to about Moon City. Red Door’s creative team also suggests including more high quality photos in your general Facebook posts. Also updating your cover photo to a more high quality photo will improve the overall attractiveness of the page to viewers. Something with vibrant colors or a simple focal point would both be good options. 25
- 26. Media - Instagram Instagram Red Door Marketing feels that an Instagram account for Moon City would be extremely beneficial in creating awareness of their district and for developing a connection to Commercial Street. The account would feature pictures of C-Street and Moon City, such as the front of buildings or featured houses and poles in Moon City. Promotional events, such as Paint a Pole, Moon City Jam, and Dirt Day, would be featured to promote awareness of happenings going on in the community. In addition to these more traditional Instagram posts, the account should try to feature photos of certain artists, shops, and owners on Commercial Street and living in Moon City. Modeling the format of HONY (Humans of New York), they could use the abbreviation HOMC (Humans of Moon City), and have them share their own experiences and stories of how they came to Springfield, how they began their business or began working as an artist, and other interesting facts. 26
- 27. Instagram Account Information: • Username: mooncitycreative • Password: Commercial65803 (You can change this later to protect your privacy and to something that will be easier to remember). • Suggested hashtags to gain likes and followers: #mooncity #417 #mooncitycreativedistrict #mooncitycreative #commercial #commercialstreet #creativedistrict #cstreet #springfield #art #arts #springfieldmo #sgf #artists #lovespringfield #springfieldmissouri • Whoever is in charge of the Instagram account should also download the Repost App to repost pictures from C-Street business accounts or from followers who tag Moon City Creative District in their photos. Media - Instagram 27
- 29. E-Newsletter Moon City needs a way to stay connected with its members and other people who are interested in the development of Moon City. Red Door Marketing suggests sending out a monthly E-newsletter that would include Moon City happenings and upcoming events in the area. One of the ways Moon City can grow their database of contacts is to have a contest at any events they attend, for example Artsfest and Cider Days. Media - E-Newsletter 29
- 30. Media - Website Website On a survey done earlier in the semester having a website presence rated pretty high. That’s why we think making some changes to the current website would really help Moon City. Right now we believe the website is hard to look at because its color scheme is very overwhelming and it’s hard to navigate. Red Door has designed a new website look that we think Moon City could really benefit from. We wanted the people who visited their site to really get the feel of Moon City. We used distressed background textures and a darker blue throughout the wesbite to give it a more inviting feel. 30
- 32. Public Relations Arts Benefit Showcase Because Moon City is a creative district looking for more artists to move there, we believe that an arts benefit showcase would be beneficial to connect them to the community and other arts organizations in the Springfield area. Possible pairings would include: Springfield Contemporary Theatre, Springfield Little Theatre, Springfield Regional Opera, Drury Theatre, MSU Theatre and Dance, Evangel University Theatre, Art Inspired, and other art museums and artists in the area. This event would showcase local artists by featuring people’s artwork, theatre pieces, singers, and dancers. Cocktails and appetizers would be served, preferably from a Commercial Street vendor, and the event would be come and go. The arts benefit showcase would take place preferably on a Thursday night during August, September, or October from 6-10 PM at The Savoy Ballroom on Commercial Street. Red Door Marketing compared the costs between hosting the event at the Old Glass Place and the Savoy Ballroom, and we felt that The Savoy was more cost effective for the event we wish to hold. We also chose the beginning of the school year because students are starting to get back to Springfield, and there is less going on at the beginning of the school year rather than the end. Although the event is come and go, we would ask that those wanting to attend would pay for tickets to the event: 32
- 33. $25 for adults, $15 for students, and $5 for children under 12. A portion of each ticket would be going towards paying for the venue and catering, and the rest would go towards benefitting Moon City. A couple of other suggestions we have for this event is to ask Commercial Street stores if they would be willing to provide any items to auction off. Below are just a couple of examples of what could be auctioned off. • Askinosie Chocolate: could provide a chocolate basket of some sort of gift cards of certain amounts. • Hakaar’s Bazaar: Display art pieces and have people bid on those. In addition to auction pieces, there could be a donation table available for those who are looking to donate towards Moon City. Although we believe that the Savoy is the best option as far as costs go, we decided to leave both venue options because it would ultimately be your decision on which venue to choose. Public Relations 33
- 34. Public Relations Pricing for Savoy The prices would run about $1850 (plus tax) for Fridays and $1725 (plus tax) for Thursdays and include: • Use of the ballroom and courtyard for up to 4 hours. • Tables, chairs, and tablecloths for up to 150 guests • Set-up and teardown of furniture • Projector and screen for slide show, if needed • Cash bar and bartenders • Tea/water/coffee self-serve drink station They can include a stage, but there is not a sound system for performers. Any caterer is welcome, especially C-Street restaurants! Saturdays are unavailable until November, but there are some Thursdays and Fridays available. A couple of months in advance would be needed to notify them if the event should be on a Thursday because there are regular classes on that day, but that can be changed if they are notified sooner rather than later. 34
- 35. Public Relations Deposit • $500 non-refundable Venue Rental • $3000 - Venue all day, includes round tables for dinner, 300 chairs (Saturday) • $2000 - Venue all day, includes round tables for dinner, 300 chairs (Friday) • $1750 - Venue all day, includes round tables for dinner, 300 chairs (Sunday through Thursday) • $500-Fridayeveningsetup,rehearsaltime(ifvenuehasnotbeenbookedforanotherfullpricedevent) Equipment Rental • Bar Set-up Fee (includes setup, bartenders, and glassware)-$300 per bar • Tall Round Cocktail Tables - $8 each (10 available) • Standing Podium - $25 per event • Stage - $40 per 4’ X 8’ section (18)-would not need 18. Would probably need around 10-12. • Linen Tablecloths (black, grey, white, cream) - $8 each • Black Pipe and Drape (10’ or 14’ height) - $15 per 10’ section • Sheer Champagne Pipe and Drape (14’ height) - $18 per 10’ section • Yamaha Electric Piano- $50 • Additional Event Staff/Servers: $20 per hour • Glass Vases and Centerpieces available Pricing for Old Glass Place (Highlighted portions are what we believe are the best options for the event) 35
- 36. Audio-Visual • Large HD video screen - $500 • Concert sound system - $250 • Basic sound system with 1 wired microphone - $50 • Multicolor LED Dance Floor and Theater lighting - $100 • Multicolor LED up lighting - $35 per fixture • Hanging Edison Lights - $100 per 100 ft. (600 ft available) • Professional Audiovisual Technician Fee (optional) - $25 per hour Pricing for Old Glass Place Continued Public Relations Membership Fee Moon City is a growing live - work creative district. As a growing community, they need a source of income to aid in the upkeep of Moon City’s grounds, along with money to attend events and any other costs they come across. We feel that a one-time membership fee of $50 per person would be a reasonable amount. Members would get exclusive discounts at the National Art Shop and would be the first to know about upcoming events in the area. 36
- 37. Public Relations The Network The Network is a smaller part of the Springfield Area Chamber of Commerce, and it provides working professionals between the ages of 21 to 39 with leadership role opportunities in the community, while also advancing their careers and connecting them to other peers and business leaders. The membership for the Network is $100 annually for employees of chamber members, $200 for non-chamber members, and $50 for college students. They almost always have some event going on each month, and Red Door Marketing believes that Moon City would benefit greatly from this organization. Not only does it provide them with a voice in the community, but it also gives them a chance to network with other people in the Springfield area that they may not have been able to meet before. Springfield Creatives To continue to get Moon City more integrated into the local community, they should join Springfield Creatives. Springfield Creatives, as their mission statement states, “is a collaborative group of local creative professionals committed to the celebration, continued development and promotion of the rich creative community in Springfield, MO and the surrounding areas.” Being a part of this group would offer a lot of networking opportunities for Moon City. 37
- 38. Public Relations EVENTS: Artsfest Red Door Marketing believes that interacting with the local community is very important for Moon City. Doing so will increase general awareness of Moon City, which will increase the number of possible candidates to move to Moon City. Featuring 140 artist from all over the country, Artsfest is the largest craft show in Southwest Missouri. Artsfest takes place on Historic Walnut Street, in Downtown Springfield. To give people as a takeaway from their fun day at Artsfest, Red Door’s design team has created a brochure that Moon City can handout to people who visit their booth. Since Moon City is a nonprofit organization the cost for them to have a booth at Artsfest would be $100 for a 10’ x 10’ booth, plus the rental of a table and two chairs is $15. This year’s Artsfest is scheduled for, Saturday, May 7th, 10am-6pm and Sunday, May 8th, 10am-5pm. Since the signup deadline was April 1st they will have to wait until next year to attend this event. Cider Days As mentioned before with Artsfest, continuing to be involved in community events is really important for Moon City. Another festival that happens on Historic Walnut Street is, Cider Days. Cider Days is a fall time festival that features fall time crafts and treats. To give people as a takeaway from their fun day at Artsfest, Red Door’s design team has created 38
- 39. a brochure that Moon City can handout to people who visit their booth. The same as with Artsfest, since Moon City is a nonprofit organization the cost for them to have a booth at Cider days would be $100 for a 10’ x 10’, plus the rental of a table and two chairs is $15. Red Door’s creative team wasn’t able to find the dates for this year’s Cider Days, but last year’s dates were September 19th and 20th. We are assuming this year’s dates would be similar to last year’s. Public Relations Contests at Events To help grow Moon City’s database of contacts, we encourage Moon City to have a contest at some of the events they attend, including Artsfest and Cider Days. They would have a signup sheet that would ask for a phone number, email, etc., and later, they would have a drawing to pick one of the people who had signed up that day. Possible prize ideas would be: a gift card for a local restaurant, or a $50 Visa gift card. 39
- 40. Campaign Continuity After the yearlong campaign has run, Moon City will have to decide if they want to continue with any elements of this campaign. We believe that Facebook and Instagram will continue to grow, so continuing to us these as a promotional tool would be a wise us of time and money. If money is the issue for Moon City, we recommend continuing to post on both Facebook and Instagram, and not using paid advertising on either social media site. Continuing to use the brochures and flyers will be crucial in increasing awareness of Moon City, along with growing the number of Moon City’s residents. Continuing to be more active and involved in the community will be a crucial element in the long term success of Moon City. Growing Moon City’s network through attending different events and becoming involved in Springfield Creatives and The Network will increase the number of potential residents of Moon City. For continued success, Moon City should analyze the suggested measurements to determine what to continue implementing in the future. 40
- 41. Media Plan 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 July August September October November December January February March April May June Social Media: Facebook Instagram Events: Artsfest Cider Days Contest at Events Creative: Flyers Brochures Yard Signs E-Newsletters Public Relations Arts Benefit Showcase 41
- 42. Budget Item Quantity Months Unit Price Social Media Facebook Everyday 12 1.00 Fliers 1000 0.20 Brochures 1000 0.35 Website updates 1 1,000.00 Artsfest 1 115.00 Cider Days 1 115.00 Visa Gift Card 2 25.00 Springfield Creatives 1 time fee 40.00 Large Yard Sign 1 1,495.00 Small Yard Signs 10 2.39 Arts Benefit Showcase Savoy Venue Rental 1 Day 1,725.00 Total Expenses Total Budget CPM Total 1.04 365.00 204.99 204.99 349.99 349.99 1,000.00 115.00 115.00 25,000.00 50.00 40.00 1,495.00 23.90 1,725.00 5,118.88$ 10,000.00$ 42
- 43. Measurement • Make note of Facebook “likes” • Track number of website hits • Record number of houses being rented/bought • Record number of artists • Event attendance • Number of brochures/flyers distributed • Number of people who have contacted Moon City through flyers/brochures 43
- 44. Conclusion Throughout this plansbook, Red Door Integrated Marketing Communications has offered ways for Moon City Creative District to create a greater presence in the Springfield area and continue to build a creative district. Our campaign includes attending local events, creating signage, expanding the website & social media, creating a membership fee, holding an arts benefit showcase event, and joining local networks. All of these efforts are consistent with their mission and vision for the district. We are confident to say we believe it will help them accomplish their goals of becoming known in the community as well as helping them expand their current district. 44