Table of Contents
Research Plan...................................................................................................................7 Team Members:
Problems and Opportunities..........................................................................................10
Marketing Objectives......................................................................................................12 Jamie Robison
Advertising Communications Objectives.......................................................................12 Rhiannon Winkelman
New Media Strategy.......................................................................................................13 All Wilson
Media Plan.....................................................................................................................13 Emil White
Media Placement ...........................................................................................................15 Chelsea Stephens
Media Budget .................................................................................................................16 Thomas Mills
Communications Tools ...................................................................................................18
Print Ads....................................................................................................................21, 22
Banner Ads ................................................................................................................23, 24
Situation Analysis all, we’re art enthusiasts and collectors ourselves.
This is why we’re able to suggest a variety of new
and interesting implementations designed to arts.
Arts and culture have received large amounts increase the Paseo’s appeal, and most importantly, This target market will have money to spend
of attention in the recent years, as funding has its physical traffic to the area. After all, when the on arts, and will be a valuable investment because
decreased, especially in the schools. It is important traffic increases, the older perceptions can be they will develop into other target markets,
for the metro area to understand that there are broken and a new Paseo can emerge. offering future support for the Paseo Artists
destinations at which to experience the latest and Association.
greatest in the arts, while also experiencing a vast
amount of history and culture. Target Market: The Golden Rulers
Because of the current economy, hobbyists Our evaluation of the potential viable market Retirees who live in Oklahoma City and
are purchasing less, and they are less likely to segments for the Paseo Artists Association
surrounding areas, with income to spend on
leave their homes in search of art. However, rebranding campaign includes four distinct
the arts, and who have an interest in the arts or
the Paseo still has genuine appeal for die-hard prospect segments. Each of these groups has
art enthusiasts, educators and collectors. These a distinct profile and will require specific,
Retirees will have more time unaccounted for,
individuals know what the rest of the state needs specialized advertising attention. The three
a more developed sense of appreciation for the
to know—that the Paseo is still the top destination segments we believe the Paseo Arts Association
arts and a greater interest in supporting the arts.
for arts and history in Oklahoma. should focus their marketing toward include:
However, current perceptions of the district
include older ideas that are no longer applicable,
The Success Stories The Experiencers
such as the drug culture that existed in the 60’s Families from Oklahoma City and
Business Professionals who live in Oklahoma
and 70’s. There is also the belief that the Paseo is the surrounding areas with some form of
City and surrounding areas, who range in age
dangerous, and that it isn’t an area for families. discretionary income.
from 21 to 55 and who have an existing interest in
All of these perceptions are incorrect, and This target market is important because
art or historic districts, and possess discretionary
Inkslingers Advertising firm knows this. After families are composed of other target markets.
income that can be used for the purchase of fine
Young parents will have in interest in arts districts. Those that have historic buildings
purchasing art for their home, and if the PAA canor are historic districts attempt to make that
rebrand as a family-friendly environment, the information a part of their branding. specific.
new demographic will add additional economic These areas contain a variety of different
support to the district. entertainment venues and activities. The Plaza District
assortments are large enough to meet the needs of 1629 North Marion Ave. Ste. 100.
The Investors almost any demographic, while appealing heavily The Plaza District bills itself as the performing
Tourists in the age bracket of 45-60, who are to the target demographics we have selected. arts district in the Oklahoma City Area. They
traveling from other areas in Oklahoma, or from offer a brand with historic roots, but a quirky
states directly adjacent to Oklahoma (Kansas, Direct personality.
Arkansas, Texas, Missouri, and New Mexico) Norman Arts Circuit/Council While their businesses and venues are
with an interest in shopping in and/or touring Norman, Oklahoma limited, they keep a busy schedule of events
historical districts. The Norman Arts Council provides an updated easily accessible via their website. However, their
This target market offers a focus on those website with current, relevant information. website is outdated, simplistic, and limited in
people who are traveling into the state from Despite this, they clearly place their emphasis information.
other places and may have no preconceptions on the performing arts in place of the visual The Plaza district has little to no print,
about the Paseo District, will have income that arts. Their branding offers a New-Age design, broadcast or outdoor advertising. Advertising is
has been budgeted specifically for shopping and promising a younger, more “hip” personality that limited to business-specific advertising in small
tourism-related expenditures younger demographics will be attracted to. formats, such as small newsprint advertising in
Additionally, the NAC has the added bonus the Oklahoman or the Gazette.
of advertising community involvement, which
Competitive Analysis: they make clearly accessible to those visiting the Western Ave:
23rd and Western Ave.
All of the competitors chosen emphasize their There is little to no print, broadcast and Western Avenue bills itself as a locally-owned
involvement in the arts, or bill themselves as outdoor advertising, save those that are business shopping and dining district. It is branded with a
“classic” theme, relying heavily on a transitional other being ‘Cafe City Arts’ an annual art show
art deco design. fundraiser.
There are a few entertainment venues, such reminiscent of Victorian-era activities, and the
as the Conservatory and Will Rogers Theater, Arts Districts: familiar pastimes of movie going and baseball
as well as a broad variety of restaurants, both Austin, TX; Dallas, TX; Santa Fe, NM are heavily promoted.
up and downscale in price. There is plenty of All three are major arts and historic districts Additionally, with the Ford Center, Cox
housing in the area, and schools are present, as within driving distance of Oklahoma City. Convention Center, and the introduction of
well, making this a family-friendly environment, Because of their branding campaigns and the OKC Thunder NBA team withing walking
with easy ways for a family or young couple to established allure, they are capable of offering distance of the district, Bricktown is able to offer
enjoy themselves. significant competition. a broad variety of appealing forces.
Business-specific advertising is prevalent Bricktown has television and print advertising
on basic cable, as well as a number of smaller via local newspapers such as the Oklahoman or
publications. the Gazette.
Their brand is consistently recognized.
Bricktown is a major district in Oklahoma
City Arts Center: City. Major renovations have transformed the
3000 General Pershing Blvd Oklahoma Science Center
area from a dilapidated warehouse district into
The City Arts Center is located near downtown 2100 NE 52nd St
a haven of restaurants and other entertainment
Oklahoma City. They have visual art exhibits The Oklahoma Science Center was
from local artists and students. established in 1958 as the Oklahoma Science and
While there is little to no visual arts presence,
They have a website offering a very limited Arts Foundation. Their mission was and is to
Bricktown offers a family-friendly environment
selection of art pieces for sale and offer classes improve the cultural and educational standards
with a large assortment of activities, both year-
in pottery, weaving, painting, photography, and of Oklahoma City. Over the years the museum’s
round and seasonal.
children’s summer camps. mission has continued to evolve and the focus has
The advertising campaign has been focused on
They also offer two events over the course of sharpened, emphasizing science and technology.
the area’s historic roots and turn-of-the century
the year, one being a 5K run fundraiser and the In 2004, at the completion of a community
charm. This theme is accented by activities
wide strategic planning initiative, the museum’s Oklahoma Heritage and Cowboy Musuem
board of trustees adopted a new mission 1700 NE 63rd
statement, designed to guide exhibit and program As America’s premier institution of western One Remington Place
development well into the new century, and grow history, art, and culture, The Oklahoma Heritage Remington Park is a horse racing track and
the museum into one of national prominence. and Cowboy Museum was founded in 1955, “racino” located in Oklahoma City, Oklahoma.
giving it a high level of time-based awareness. Built in 1988, it was the first such track in the
Oklahoma City Museum of Art This museum collects, preserves, and exhibits state’s history. The track made headlines at its
415 Couch Dr an internationally renowned collection of western opening for two reasons: it was the first legalized
This museum houses the Donald W. Reynolds art and also provides educational tours for both gambling venue in Oklahoma, and it was the
Visual Arts Center, library resource center, adults and children. first track in the United States to use a synthetic
Noble Theater, the museum school, two lobbies surface for its main track. Remington was the
featuring grand scale installations of Dale The Oklahoma History Center first (and only) American track to use Equitrack,
Chihuly sculptures, the museum café and the NE 23rd & Lincoln which utilized grains of sand coated with wax.
rooftop terrace. It offers a broad assortment of The Oklahoma History Center is an 18
galleries and arts exposures with easy downtown acre, 215,000 sq ft learning center that offers Oklahoma City Zoo
access. exploration of Oklahoma’s unique history of 2101 Northeast 50th St
geology, transportation, commerce, culture, The Oklahoma City Zoo is a fully accredited
National Memorial Musuem aviation, heritage, and more. member of the Association of Zoos and Aquariums
620 N. Harvey Ave The museum also has a gift shop and café. It and the American Association of Museums as
This museum was created to honor those holds tours, guides, and classes to teach children both a living museum and a botanical garden.
who were killed in the 1995 bombing. It holds and adults about Oklahoma’s history. The Zoo participates in numerous cooperative
educational programs and workshops to promote Species Survival Plan projects and is dedicated
their mission: “may all who leave here know the Out of Class to the conservation of rare and endangered
impact of violence.” wildlife.
Asian District Quails Springs Mall is one of the largest in the
NW 23rd and Classen: state, and one of the busiest. There are 160 stores
This district encompasses a broad cultural on 3 levels. They have a large food quart and an Northpark Mall has more than 40 upscale
mix of Vietnamese, Chinese, Thai, Korean, AMC 24 movie theatre. Quail Springs also offers specialty stores and restaurants that cater to every
Filipino, and Japanese cultures and cuisines. It is the opportunity to browse store inventory online age, gender, personality and whim.
centered primarily along Classen Blvd from 22nd and reserve items for pickup. Hours: Depends on stores, but open weekly.
street to NW 30th. This district has a multitude Hours: Monday-Saturday 10am-9pm, Sunday
of restaurants, Asian-oriented retail, Asian 12pm-6pm
supermarkets, and attractions.
Penn Square Mall 1-35 & 1-240 Intersection Culture:
1900 NW Expressway Crossroads Mall has been one of the more There is some emphasis on the southwestern
Penn Square Mall claims to be one of OKC’s popular shopping establishments in the city for feel of many of the buildings. Other descriptors
more upscale shopping establishments. It is over 30 years. By square footage, it is still the for the Paseo District include: artistic,
spacious and elegant and provides the same largest shopping mall in the metro area. The mall independent, free-spirited, informal, open and
stores as Quail Springs Mall but with a higher has two levels and an established food quart, as welcoming, vintage, eclectic, nonjudgmental,
quality experience. well as a 16 screen Regal Theatre adjacent to the diverse, accepting. Members of the marketplace
They have a small food quart, restaurants property. will be enticed by these descriptors because they
connected, and a cinema. They are composed of Hours: Monday-Saturday 10am-9pm, Sunday promise an experience that is aside from the
two levels with multiple wings. 12pm-6pm ordinary—an escape from the everyday, and
Hours: Monday-Saturday 10am-9pm, Sunday different from other metro area attractions.
12pm-6pm Northpark Mall
12100 North May
Quail Springs Mall: Northpark Mall is home to a unique collection
Local artists from Oklahoma are able to
2501 W. Memorial Rd. of shops and boutiques in Oklahoma City. Today,
offer unique, original and contemporary works palette or any experience. The Paseo Grill and is
of fine art in a variety of mediums. Ceramics, able to offer an upscale experience with diverse
pottery, sculpture, paintings, sketches, metal menu selections and a full wine list, as well as a organization that is aimed at “revitalizing the
works, murals, photography, glassworks and selection of specialty drinks. historic Paseo neighborhood, which is zoned for
many other types of visual arts can be found at At Galileo’s, Sauced, and Red Rooster, patrons artists’ studios and residences.” The Paseo District
the Paseo District, and the option of layaway will find more relaxed atmospheres, with a twist was the first arts district in Oklahoma City, and
to help in the purchasing process will attract that is unique to each individual venue. Isis offers was certified as a historic district in 1981. The
purchasers who may be limited by their finances. a wide selection of beverages, as well as a hookah Red Rooster Bar and Grill is listed as Oklahoma
Further, the educational aspect of the Paseo, bar. Prairie Gypsies offers a catering service, as City’s oldest bar and grill.
found in workshops, classes and various forms of well as a daily selection of entrees. With the Old
instruction will bring in those who might have a Trinity Church nearby and open for events and
“hands-on” interest in the visual arts. weddings, a catering service is uniquely situated
The neighborhood has a collection of Spanish
Another strong facet of the Paseo’s educational in the Paseo District.
revival stucco and tile clad buildings, many that
facet is the Paseo Edgemere Educational
date back to the 1920s. The historical aspect of the
Partnership (PEEPs). Comprised of a partnership History: Paseo’s housing is a tremendous opportunity for
between Edgemere School, located at 3200 N. Old Trinity Paseo is the oldest church in the district to utilize. Those in our target market
Walker, and the Paseo District, this partnership Oklahoma, and is still open for a variety of who are also in the housing market will find the
offers an after school program to help give functions, and offers wedding packages within historical homes of the Paseo district moderately
students an outlet for artistic expression and its historic walls. priced, and there are options available via various
learning. The American Civil Liberties Union is present grants for the restoration of historical homes.
in the Paseo District. Their mission statement The area is currently experiencing a trend of
Food and drink: states that they are “dedicated to preserving the restoration, which is attracting new and first-time
Galileo’s, Paseo Grill, Sauced, Red Rooster, Bill of Rights, including artistic expression.” homebuyers to the market. Careful manipulation
Isis and Prairie Gypsies are all in the Paseo Positively Paseo (Oklahoma City Housing of the history of the area can provide a launchpad
District, offering a dining experience to fit any Services Redevelopment Corporation) is an for future development, and thus, a change in the
understanding of the environment of the Paseo Options for layaway provide the Paseo with
district. an opportunity to attract patrons with less
Few other districts can lay claim to such disposable income. and media would also benefit from a focus on
a diverse sprawl of historical homes and It also serves to dissuade the more affluent media that can be geared toward tourism, as well
attractions. visitors to the Paseo, who enjoy the feeling of as local target markets.
exclusivity in purchasing items that can be found
nowhere else. Inkslingers Advertising does not
advocate the discontinuation of the layaway Research Plan
Market Analysis: program, however, as it offers a large amount of
enticement to people who might seek to purchase
Research Objective 1:
their art somewhere more affordable.
Overview: Learn more about the current perceptions of
The Paseo has a unique edge in the marketplace the Paseo.
when it comes to visual arts. Geographical Distribution:
Not only is there a wide variety of price, It would be beneficial for the Paseo to gain a Strategy 1A:
which can help to appeal to a wider variety better understanding of the current demographic Four focus groups will be put together,
of patrons (thus increasing awareness of the statistics in Oklahoma City and surrounding drawing from members of our target market
district’s price competitiveness), there is also areas. that have already been to the Paseo at least twice.
the option of layaway, which other competitors This information would be used to obtain an Using the direction of a moderator, they will be
do not yet offer. In rough economic times, this understanding of the distribution of our target encouraged to engage in conversation about the
price variation, (along with the layaway option) market, allowing for targeted media buying introduced topics.
is an important point to consider, as it may well efforts, and more targeted advertising. Because
indicate a decisive edge in the marketplace. these cities are within reasonable driving We hope to answer:
distance, those who are traveling to OKC will 1. In one word, describe what you think
offer substantial opportunities for further tourism
Layaway about the Paseo.
influx into the Paseo District-therefore, creative
2. How did you learn about the Paseo? A series of short questions in survey format,
3. Why do you visit the Paseo? presented to qualified members of our target
4. Are you aware of any of the events in the markets, will help to give us quantifiable data
Paseo District? concerning general awareness of the Paseo. 4. Do you currently receive
5. Have you been to any of the arts festivals? communication from any of the businesses
6. What was your opinion of the festival? We will ask: in the Paseo?
7.What factors would dissuade you from 1. Have often do you visit the Paseo? -Yes
visiting the Paseo again? -First time visiting -No
8. What factors would entice you to visit the -Once per month or less
Paseo again? -3-5 times per month 5. If yes, which types of businesses?
9. Would you visit the Paseo more often -5 times or more per month -Restaraunts
if you were offered coupons, discounts -Entertainment
or specials? 2. What do you visit for, primarily? -Galleries
10. Would you tell your friends and family -Art -Other
about the Paseo? -Food
-People Methodology 1B:
Methodology 1A: -Festivals Five short questions in survey format
Four focus groups will be composed of -Entertainment will be presented to visitors in the Paseo. We will
five people from each of our target markets. conduct the survey during the Gallery Walk in
Participants will be randomly selected, and 3. Are you aware of what businesses are in April
the group will be conducted between April 13 the Paseo?
and April 23, 2009. A moderator will direct -Yes, very aware Research Objective 2:
conversation. -Yes, somewhat aware Find out what factors influence the purchasing
-No, not very much of visual arts.
Strategy 1B: -No, not at all
Strategy 2A: We will compile a list of questions in survey
Focus Groups will be put together, and using format to help us determine the arts-based
the direction of a moderator, will be encouraged purchasing habits of those in our target markets.
to engage in conversation about the introduced 4. Where else do you purchase art?
topics. Methodology 2B: -Hobby Lobby
Ask members of our target market, visiting the -Sidewalk Art Sales
Methodology 2A: Paseo, to take a moment to fill out their responses -Other Festivals
Four focus groups, composed of five people, to the following questions. -Online
randomly selected from each of our target -Galleries
markets. The focus groups will be conducted 1. Do you regularly purchase art?
between April 13 and April 20, 2009 These groups -Yes 5. Would you be more willing to buy if
will be independently moderated. -No there there financing options?
We will ask our participants: 2. Why? -No
1. Why do you buy art? -Decoration/Aesthetics
2. How do you usually finance art purchases? -Supporting the Arts Research Objective 3:
3. What kind of visual arts are you interested -Hobby/Collection Learn more about the typical sales patterns in
in? -As gift the Paseo.
4. What factors are included in your decision
to purchase? 3. Why not? Strategy 3A:
5. What factors would dissuade you from -Too expensive Refer to documentation of sales
buying? -No interest
-Doesn’t fit my décor Methodology 3A:
-There isn’t anything I like Obtain sales information concerning trends
Strategy 2B: -I create my own in seasonal purchasing habits via available sales
Problems & Opportunities
registries and tax information.
Strategy 3B: Parking:
Personal interviews with gallery owners Problems and Problem-Parking spaces are limited, cramped,
and do not meet demand.
Interview the owners of Adelante, AKA
Opportunities Opportunity-Develop shuttle program to
provide transportation. Negotiate parking with
Gallery, Artscape, Avalon on Paseo, Carousels area businesses, churches, parks, etc. Negotiate
and More, Houz’s Studio, At Gallery One, In Your Competition: with Oklahoma City to provide additional public
Eye, JRB Art at The Elms, Lovely Day Fine Art and Problem-Newer competition around the transportation routes/stops in the district. Seek
Plants, Matlock Studio, Paseo Art Space, Paseo metro creates more opportunities for the purchase grant opportunities to promote a carpooling
Pottery, Paseo Studio and Gallery, Mariposa, of art. Consumers may find places closer to home program, especially during times of high
Studio Six, Theater Upon a Stardanceswan, The where they will be able to satisfy their artistic consumer concentrations (ie, festivals, gallery
Woodchuck Chop Shop, Urbansilk needs. walks).
Opportunity- Portray the Paseo as original
-What does your business offer? and unique, with items that cannot be found Hours of Operation:
-Do you keep regular business hours? anywhere else in OKC Problem-Galleries are not consistent with
-What does your business sell? their hours.
-Are there any items that draw high interest? Safety: Opportunity-Negotiate with gallery owners,
-What months receive the highest sales? Problem-The Paseo is viewed as an unsafe create “Featured Galleries” each month that
-What months receive the lowest sales? area and not a place for families are open during specific, predictable hours.
-Does your business have any events? Opportunity-Recommend additional or Heighten awareness through radio advertising
-What events draw the largest crowds? more visible security, apply for grants to create and possible newsletter.
-Does your business see increases in sales more lighting.
during certain times of day? Purchasing Habits:
Problems & Opportunities
Problem- Few people actually purchase art else, some are “oldest,” some are “first” in the
from the artists and their galleries. city. Create “Featured Business,” or “Featured
Opportunities- Increase awareness of to individual blogs. Rework website copy to
Owner,” section each month for press releases or
purchasing options such as layaway through newsletter inclusion. allow for search engine optimization—Words
newsletters or extensive print and radio include “art,” “purchase art,” “buy art,” “historic
advertising. Also, personalize the purchasing Events: district,” “Oklahoma City Art,” “pottery classes,”
process by offering biographies of the galleries or Problem- Events do not receive adequate “galleries,” “ceramics,” “glassworks,” “blowing
owners through pamphlets or brochures. promotion, are erratic, and too few are family glass,” “sculpture,” “photography,” “dining in
appropriate events OKC,” “pizza” “bars in Oklahoma City,” “dinner in
Perception: Opportunities-Create internal business OKC,” “Paseo,” “housing,” “shopping,” “festivals,”
Problem- The area is sometimes seen as a calendar of events by year, then redesign to send “events,” “live music,” “hookah bars,” “music,”
drug-infested, hippie culture. out with newsletter, print and internet. Create “tattoo,” “yoga,” “child,” “children,” “family,” “open
Opportunities- This can be manipulated to Facebook page for low-cost promotions. Allow mic,” “poetry,” “fine dining,” “lunch.”
appear as more of a free-spirited, fun place where for Twitter promotions, website banners, ad
various wares are sold that can be found nowhere placement in event themed magazines such at Landscaping
else. Utilize print and internet venues to promote The Oklahoma Gazette. Consider formulation of Problem- Landscaping is sparse, unattractive
awareness with emphasis on “free-spirited,” microsite tailored more to campaign creative. Opportunity- Small amounts of inexpensive
where one can “Rediscover Yourself.” Refer to landscaping would significantly increase appeal.
creative for further clarification. Internet Presence: Consider bids from OKC and surrounding areas,
Problem- There is very little awareness of the as well as from Tulsa. Create volunteer event
Venues: website, very little online presence that will accomplish this goal while connecting
Problem-There are a limited number of Opportunity- Facebook page with links the Paseo with the “Go Green” movement,
venues to artists, studios, businesses, and restaurants. creating community awareness of the area, and
Opportunity-Emphasize that venues are Blogspot: Have artists, gallery owners and promoting the idea of beautifying a historical
very specialized, can not be found anywhere business owners write content for blog. Link district. Promotion of this event would be most
effective on college campuses. -Pressure hose sensors placed on the roads
in the district to determine
Housing: vehicle traffic the Paseo District among members of our
Problem- Buildings are older, some are not -Traffic counters placed inside doorways to target markets.
aesthetically pleasing monitor foot traffic.
Opportunity- Brand as historic, small amounts -New mobile alert subscriptions Success of this goal can be measured via:
of cleanup would improve the area. Consult with -Physical guestbook signings within galleries -Foot traffic counters at the doorways of
area artists for artistic representation of more various galleries.
interesting or historic (those with a “history”) to -Increase sales by a minimum of 10 per -Sales increases, as evidenced by sales data
improve awareness. Create volunteer-led tours cent within four months of the campaign -Observational data
of empty or restored buildings, and recruit tour launch.
leaders from area colleges. Consult with colleges -To convince members of those markets
for leadership, course-based, or volunteer credit. The success of this goal can be measured by: that the Paseo is a place where they can
-Working with business owners to obtain rediscover feelings or experiences they
quantifiable data on past and current sales cannot find elsewhere.
Advertising Success of this goal can be measured by:
-Increase traffic flow throughout the
Paseo district by 30 per cent during and Communications -Increases in repeat visits, as measures by
focus groups that will be conducted after the
after the campaign effort.
Objective: campaign has concluded.
-Increases in mobile subscriptions
The success of this goal can be measured by:
-To obtain a 30% traffic increase within
New Media Strategy
New Media Strategy -Update the Paseo website to become one
that is current and aesthetically pleasing and updated.
-Utilize non-traditional media channels
to viewers, while still aligning with this
such as e-mail databases and social -Create a digital “guestbook” for the
networking sites to increase awareness of Paseo’s benefit.
the Paseo by approximately 40%. Continuity between the website and all other
adveritising formats will provide visitors to the Guests would visit the site and receive
Get the word out via strategic ad/information site with the understanding that the Paseo has immediate prompting to “Sign the Guestbook”
placement in areas such as: stability and understands themselves as well as before proceeding. This guestbook would then
-Hotel Lobbies their patrons. This continuity will translate into an be used, pending approval by those choosing to
-Tourist Welcome Centers integrated marketing campaign that is stable and sign, to send out notices, invites, and the new
-Rest Stops reliable across all media channels. The redesign newsletter that this campaign has advocated.
-Restaurants of the website is one of the biggest goals for this
campaign. Currently, it is a noticeable weak spot
-Utilize social networking sites such as for the Paseo. Navigation is unintuitive and tends
Facebook, MySpace, Linkedin, and Twitter to mislead visitors. These visitors should be able Media Plan
to create efficient advertising for the Paseo. to go and find what they are looking for within a
matter of seconds.
All of the above are accounts that can be Specified target markets vary significantly
created and updated to reflect on upcoming -Create and maintain a website section from group to group.
events and other information at little to no cost, containing all featured events, businesses The limited budget does not provide for
while still offering advertising opportunities that and galleries would need consistent traditional media approaches, so a more creative
are highly targeted for specified demographics. updating to keep information consistent approach will need to be undertaken in order
to effectively meet our reach and frequency Reach and Frequency:
objectives. -Achieve a minimum level of 70% reach
against the target audience within the campaign
Media Objective: -Achieve a minimum frequency of 3.0 against Continuity/Timing:
-Concentrate message delivery to business the target audience over the campaign period. -Successfully take a pulsing approach in
professionals ad retirees, ages 21 to 60, who -Utilize Google analytics to obtain an broadcast/cable and radio
consider themselves to be “art collectors” or understanding of current “hot spots” on the -Successgfully utilize a pulsing and/or
“enthusiasts,” and who tend to have pride in or Paseo site, which can then be translated to the flighting for internet advertising. If cost effective,
emotional attachment to the artistic pieces in suggested improvement of the site, or topics that utilize continuous advertising in certain internet
their homes, as opposed to “art owners,” who will be of interest to viewers on Facebook or venues, allowing for unbroken communication.
simply own art. Twitter sites. -Concentrate our media approach during
important time frames, including the last half, or
Creative Objectives Geography: end of the month (with Gallery Walks on the first
-Seek media which offer maximum reach as Friday and Saturday of the following month),
-Reach those in the Oklahoma City
well as the opportunity to effectively portray the avoiding seasonal lows, such as late summer
Metropolitan area and surrounding cities, such
benefits of the arts and of visiting the Paseo. months and mid winter months. Feedback
as Norman, Stillwater, Midwest City, Edmond,
-Seek media that can reach broad numbers indicates that sales are almost nonexistent during
Moore and Yukon with the interest and means to
with minimal cost. that time.
both visit the Paseo and purchase art.
-Seek media with instant or trend appeal, such -Focus additional advertising during from
-Develop a secondary campaign to generate
as social media outlets like Facebook or Twitter, mid-April to Late May in preparation for the arts
interest in the Tulsa area.
which can provide for large reach and frequency festival that the Paseo District hosts. Sales peak
-Utilize local media such as broadcast and/
through options such as instant status updates or during that time.
or cable television, radio and popular internet
“Become a Fan” pages. venues, such as networks centered in the targeted
13% Look @ OKC
19% 20% Text Alerts
Radio Station Ads
10% Google Banner
All advertising execution will focus on the
Budget: Paseo as a place where feelings and emotions can
-Efficiently allocate the $20,000 budget through come together to form a unique experience that
various media in the advertising campaign. emotional responses with imagery-related
can be found in no other place, no matter the descriptors.
-Concentrate expenditures in print claims.
advertising. Visitors can “Rediscover the Paseo,” while
-Focus secondary concentration on radio rediscovering themselves through a variety of Creative Tactics:
-Allow some cost for internet venues descriptors such as passion, education, creativity, All advertisement will emphasize the need
and diversity. for rediscovery via emphasis of facets of life that
Special Marketing Problems: Selected after extensive research, this also might be missing.
-Deliver an effective message while staying stems from creative solutions withing the
within the allocated budget. problems and opportunities section. Copy Tone:
-Create a campaign that can effectively target This approach is effective on a number of levels. All creative will be light, warm and friendly,
a significant percentage of our target markets, It appeals to our target markets on emotional and with a twist of humor, emphasizing the idea that
which vary significantly. rational levels by combining images and copy to only the Paseo can truly let one “rediscover.”
-Create a campaign that can significantly evoke a level of curiositiy that will both increase
alter perception of the Paseo. As of this time, foot traffic, and provide for future increases in
perceptions of the area remain predominantly sales and brand loyalty. Art Direction:
negative, especially in older age groups. Inkslingers Advertising believes that this All creative will utilize the color scheme and
tagline has the flexibility to be applied across Paseo logo in a new and vibrant way in order to
a variety of media. Execution will include the communicate the idea that the Paseo can embody
Creative Executions: Paseo Colors, logo and tagline, accompanied by
type and imagery specific to each target market.
ideas and feelings such as “fun” and “free-
spirited,” which appeals to our younger target
Newsprint designs utilize a dynamic and colorful markets. At the same time, specialized creative
The Big Idea: display, and radio ads appeal to predominantly will appeal toward a more affluent target market
that has extreme potential to heavily influence the banner ads to run on websites affiliated with
Paseo’s current traffic and purchasing patterns in print placement (such as the Oklahoma Gazette’s
a drastically positive fashion. website) and Oklahoma City events websites.
Creative Brief: Suggestions & Recommendations:
-Campaign hinges on the idea of rediscovery, Tools
Summary of Brand Positioning: and should successfully communicate that
The Paseo Arts District should be seen as concept.
the premier place for visual arts exposure and -Campaign requires to use the logo, a spcific Public Relations
purchasing in the Oklahoma City Metro area. color scheme, and must include the catch Inkslingers has developed a public relations
Additionally, they should be seen as an area with phrase. campaign that supports the application of the
definitive historical value. -A dynamic layout that utilizes an angled grid creative in new and unique ways to improve
system might provide the approach the Paseo the perception of the Paseo across employee,
Creative Copywriting: needs for the identified target markets. consumer, owner and community perspectives.
Project Overview: Because so many shoppers are taking more
We will be creating a campaign that will help and more information into account when making
Required content: high-involvement purchases, it is very important
to create awareness and promote traffic and -Paseo Logo
purchasing in the Paseo District. Ads will include for the Paseo (and the Paseo Arts Association)
-Paseo Color Scheme
print, internet and a limited amount of radio. to be perceived as community-based, grassroots
-Paseo tagline : Where arts and history come
type of place/organization.
-Radio ads will include two 30 second spots
-Print ads will include six different ads to be External
placed in three different media Community:
-Internet ads will include three different Promotion of “green” events (as part of solution
for landscaping) will both fit with the Paseo’s and educational.
image and promote the area as environmentally
conscious. Public Relations Tactic I:
Public Relations Objectives:
Day at the Paseo
Internal -Improve business owners’ continuity in The Paseo will partnership with area schools
availability. within driving distance of the Metro to provide
-Build positive relationships among affluent both day trips and camps, and daily workshops
Business Owners: to provide education and experience in the arts.
Running a business alone can be difficult, members of society for the purposes of financial
Inkslingers Advertising’s goal was to make the
but the diversity of stores in the Paseo can offer support. Paseo’s largest scale community partnership one
a degree of togetherness that cannot be found -Build relationships with families that will
encourage familiy participation in Paseo events that is based in families. By creating awareness of
anywhere else in the state. the Paseo as a place that can provide safety and
In order to make the public relations section -Offer the community press releases
acquainting them with the histories of various education even to children, it sends a powerful
of this campaign successful, owners will need to message about the Paseo’s level of safety and
set consistent business hours and provide reliable buildings, businesses, and owners. value to the community.
contact information so that consumers will know -Make known the Paseo’s business owners’
that visiting the Paseo IS worth the time, because various community involvements
-Create positive and mutually beneficial Public Relations Tactic II:
the businesses they want to support will be
open. partnerships with area schools and their “Paint it Green” Fesitval
students. A fesival capitalizing on the Paseo’s capability to
“Go Green” will offer another facet of community
relations that is currently very popular, while
Visiting artists are in a position to contribute
also fufilling the campaign recommendation for
to the Paseo’s image. By promoting their arrival External Public Relations another, more minor arts festival in the fall.
with “Rediscover” collaterals, they can further
Artists and visiting artists can provide works
strengthen the Paseo’s image and diverse, varied
that have been created with recycled or discarded Public Relations Tactic I:
materials. Other alternatives are pieces created Featured Gallery Program
with environmentally friendly materials, or Galleries participating in improved availability
to help further an environmentally conscious and more stable hours, and meeting a standard Media Relations:
message. agreed upon by the Paseo Art Association, will
Further possibilities include the participation be eligible for Featured sponsorship. This gallery
of other businesses and restaurants with items or Press Releases:
would be featured on the website, in collaterals, Edgemere Gallery, as well as the “Paint
services that follow this theme. in print advertising, and in radio spots. it Green” Fesitval can provide opportunities
Public Relations Tactic III: for coverage by Oklahoma City publications
Edgemere Gallery Public Relations Tactic II interested in providing information about events
The Paseo has gallery space for visiting artists, Featured Business Program: and occurrences within the city.
but what if one of those gallery offered to conate Businesses will be eligible via drawing for Further coverage can result from press releases
time once per year for presentation of deserving Featured Business Promotion, to include all of provided to small town news sources within
students’ works of art? the promotional materials as Featured Galleries. driving distance.
By promoting its wilingness to support the
future of the arts, the Paseo opens itself up
Public Relations Tactic III:
to increaed traffic and awareness, as well as
press coverage that doesn’t need to be openly Paseo Internship Program
solicited. The Paseo can further its image as educational
An alternative is the donation of gallery space by providing internships to college students
twice per year, if possible. (also members of one of the target markets) in
various areas of operations. Suggestions include
Advertising, Public Relations, Design, Business
Internal Public Relations Management and Restaurant Management.
PASEO ARTS ASSOCIATION
YOUNG WOMAN 1: Imagine…rediscovering creativity
YOUNG MAN 1: Rediscovering diversity
YOUNG WOMAN 2: Rediscovering inspiration
YOUNG WOMAN 1: Imagine…
YOUNG MAN 1: Rediscovering it all…at the Paseo
YOUNG WOMAN 2: Where arts and history come alive
PASEO ARTS ASSOCIATION
YOUNG WOMAN: There’s a place in Oklahoma where you can rediscover your inspiration
YOUNG MAN: Your passion…
YOUNG WOMAN: Your creativity….
YOUNG MAN: At Northwest Twenty-eighth and Walker
YOUNG WOMAN: You can rediscover a historic arts district known for its eclectic spirit and colorful
YOUNG MAN So come visit us….rediscover yourself….at the Pah-say-o
BOTH: Where arts and history come alive!