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IMC Campaigns Fall 2008 Cyndi Jennings, Cecilia Martinez,  Daphne Sierra, Ricki Williams, and Emily Wilson
Our goal <ul><li>To increase the audience number by 200 people per night of  Nights of Broadway  reaching their auditorium...
Problem <ul><li>Low attendance to their performances. </li></ul><ul><li>Needs to implement signing to find the auditorium....
Four pillars <ul><li>Research </li></ul><ul><li>Planning </li></ul><ul><li>Communication </li></ul><ul><li>Evaluation </li...
Research <ul><li>Primary Research: </li></ul><ul><ul><li>E.H.S. website [www.easttheatre.com] </li></ul></ul><ul><ul><li>F...
Research <ul><li>Secondary Research (cont’d) </li></ul><ul><ul><li>The Wichita Eagle articles </li></ul></ul><ul><ul><ul><...
SWOT analysis <ul><li>Strengths: </li></ul><ul><ul><li>Quality of the production is high. </li></ul></ul><ul><ul><li>Varie...
SWOT analysis <ul><li>Weaknesses </li></ul><ul><ul><li>Lack of signing from the parking lot to the auditorium navigating t...
SWOT analysis <ul><li>Opportunities </li></ul><ul><ul><li>The popularity of Disney's  High School Musical  can drive atten...
SWOT analysis <ul><li>Threats </li></ul><ul><ul><li>The high cost of advertising the show in the mass media. </li></ul></u...
Planning <ul><li>Our client, Derrick Gronewold, wanted to reach a broader audience. </li></ul><ul><li>Target Audiences: </...
Planning <ul><li>Middle  School Students: </li></ul><ul><ul><li>Particularly those who would be attending E.H.S. </li></ul...
Planning <ul><li>Wichita Arsty Adults: </li></ul><ul><ul><li>Defined as people that enjoy and appreciate the arts </li></u...
Planning <ul><li>Wichita Older Adults: </li></ul><ul><ul><li>Defined male and female adults within the age group 35 to 55 ...
Planning <ul><li>College Students: </li></ul><ul><ul><li>Students attending Wichita State University, Friends University, ...
Planning <ul><li>Strategy, Tactics, Messages, and Themes: </li></ul><ul><ul><li>Middle School Students: </li></ul></ul><ul...
Planning <ul><li>Strategy, Tactics, Messages, and Themes: </li></ul><ul><ul><li>Artsy Adult </li></ul></ul><ul><ul><ul><li...
Planning <ul><li>Strategy, Tactics, Messages, and Themes: </li></ul><ul><ul><li>Older Demographic </li></ul></ul><ul><ul><...
Planning <ul><li>Strategy, Tactics, Messages, and Themes: </li></ul><ul><ul><li>College Students: </li></ul></ul><ul><ul><...
Budget <ul><li>No higher than $1000 </li></ul><ul><li>No financial problems </li></ul><ul><li>How spent: </li></ul><ul><ul...
Communication <ul><li>Middle School Students: </li></ul><ul><ul><li>Held assembly at Robinson M.S. November 17, 2008 </li>...
Communication <ul><li>Wichita Artsy Adults </li></ul><ul><ul><li>Attended Final Friday </li></ul></ul><ul><ul><li>Promoted...
Communication <ul><li>Wichita Older Adults: </li></ul><ul><ul><li>B98  Make a Difference Mondays </li></ul></ul><ul><ul><l...
Communication <ul><li>College Students </li></ul><ul><ul><li>Sent e-mails out to professors </li></ul></ul><ul><ul><li>No ...
Communication <ul><li>Final Communication </li></ul><ul><ul><li>Two articles in The Wichita Eagle </li></ul></ul><ul><ul><...
Evaluation <ul><li>Robert Kendall ( Public Relations Campaigns Strategies, 1992 )  </li></ul><ul><ul><li>Evaluations of a ...
Evaluation <ul><li>In-process Evaluation </li></ul><ul><ul><li>Distributed fliers on Final Friday </li></ul></ul><ul><ul><...
Evaluation <ul><li>Internal Evaluation </li></ul><ul><ul><li>Each team member worked hard </li></ul></ul><ul><ul><li>Docum...
Evaluation <ul><li>External Evaluation </li></ul><ul><ul><li>Questionnaires distributed </li></ul></ul><ul><ul><ul><li>Han...
Final Suggestions <ul><li>Keep in contact with Robinson Middle School </li></ul><ul><li>Try to persuade Jardine and Mead M...
Survey results <ul><li>How did you hear about the performance of ‘Nights of Broadway’? </li></ul>
Survey results <ul><li>What could East High School theatre department do to get you to come back for another performance? ...
Survey results <ul><li>What is your age? </li></ul><ul><li>0-13:  2 people </li></ul><ul><li>14-18:  12 people </li></ul><...
Survey Results <ul><li>This is the total number of people who attended each night. </li></ul><ul><li>Wed:  28 people </li>...
Daily Log: September Date Description Tues. 09-23-08 <ul><li>Discussed plan for the project. </li></ul>Thurs. 09-25-08 <ul...
Daily Log: October Date Description Thurs. 10-02-08 <ul><li>Brought potential ideas for graphic and copy for flier. </li><...
Daily Log: November Date Description Mon. 11-10-08 <ul><li>Third Meeting with the client. Discussed how Final Friday went ...
Pictures <ul><li>Ricki and Cyndi awaiting surveys at the Friday night performance. </li></ul>
<ul><li>Our client,  </li></ul><ul><li>Derrick Gronewold  </li></ul><ul><li>a.k.a ‘G’. </li></ul>Pictures
<ul><li>Friday night audience.  </li></ul><ul><li>SOLD OUT! </li></ul>Pictures
<ul><li>Nights of Broadway </li></ul>Pictures
Bibliography <ul><li>Kennedy, Randy. “Guggenheim Study Suggests Arts Education Benefits Literacy Skills”. The New York Tim...
THE END !
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Ehs Presentation

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Ehs Presentation

  1. 1. IMC Campaigns Fall 2008 Cyndi Jennings, Cecilia Martinez, Daphne Sierra, Ricki Williams, and Emily Wilson
  2. 2. Our goal <ul><li>To increase the audience number by 200 people per night of Nights of Broadway reaching their auditorium’s maximum capacity to 530 people by creating an advertising campaign that would create awareness of the production among the community. </li></ul>
  3. 3. Problem <ul><li>Low attendance to their performances. </li></ul><ul><li>Needs to implement signing to find the auditorium. </li></ul><ul><li>No advertising outside of the high school. </li></ul><ul><li>Only targeting E.H.S. students, faculty, and parents. </li></ul><ul><li>Promotion through word-of-mouth. </li></ul>
  4. 4. Four pillars <ul><li>Research </li></ul><ul><li>Planning </li></ul><ul><li>Communication </li></ul><ul><li>Evaluation </li></ul>
  5. 5. Research <ul><li>Primary Research: </li></ul><ul><ul><li>E.H.S. website [www.easttheatre.com] </li></ul></ul><ul><ul><li>First meeting with client </li></ul></ul><ul><li>Secondary Research: </li></ul><ul><ul><li>The New York Times article </li></ul></ul><ul><ul><ul><li>“performed better in six categories of literacy and critical thinking skills than did students who were not in the program.” </li></ul></ul></ul><ul><ul><li>National Endowment for Arts </li></ul></ul><ul><ul><ul><li>Gave us the idea for the middle school demographic </li></ul></ul></ul>
  6. 6. Research <ul><li>Secondary Research (cont’d) </li></ul><ul><ul><li>The Wichita Eagle articles </li></ul></ul><ul><ul><ul><li>October 20, 2008: </li></ul></ul></ul><ul><ul><ul><ul><li>Gave us the idea for the older demographic </li></ul></ul></ul></ul><ul><ul><ul><li>October 22, 2008: </li></ul></ul></ul><ul><ul><ul><ul><li>Showed us the importance of arts in the community </li></ul></ul></ul></ul><ul><ul><li>We sent a survey out to USD 259 Theatre Dept. teachers. </li></ul></ul><ul><ul><ul><li>We received two surveys back. </li></ul></ul></ul><ul><ul><ul><li>Showed us how their successes and failures in advertising which help us in picking the mediums to use in our campaign. </li></ul></ul></ul>
  7. 7. SWOT analysis <ul><li>Strengths: </li></ul><ul><ul><li>Quality of the production is high. </li></ul></ul><ul><ul><li>Variety of performance: 26 songs from 23 different musicals. </li></ul></ul><ul><ul><li>Parents and family members of students acting will always attend the productions. </li></ul></ul>
  8. 8. SWOT analysis <ul><li>Weaknesses </li></ul><ul><ul><li>Lack of signing from the parking lot to the auditorium navigating the audience to the theatre. </li></ul></ul><ul><ul><li>Lack of any sort of marketing and advertising efforts. </li></ul></ul><ul><ul><li>Boundaries to target only specific groups. </li></ul></ul>
  9. 9. SWOT analysis <ul><li>Opportunities </li></ul><ul><ul><li>The popularity of Disney's High School Musical can drive attendance to the performance. </li></ul></ul><ul><ul><li>The articles about E.H.S. auditorium in The Wichita Eagle and The College Hill Commoner published weeks before the performance spotlighted the theatre. </li></ul></ul><ul><ul><li>The bond issue supporting sports and fine arts in Wichita was passed weeks before the opening of the production. This shows that there is interest in the arts in Wichita. </li></ul></ul>
  10. 10. SWOT analysis <ul><li>Threats </li></ul><ul><ul><li>The high cost of advertising the show in the mass media. </li></ul></ul><ul><ul><li>The lack of interest from high level authorities of middle schools in the area. </li></ul></ul><ul><ul><li>The lack of interest from middle school students in arts. </li></ul></ul><ul><ul><li>The assumptions from adults who think that high school productions are not of high quality. </li></ul></ul>
  11. 11. Planning <ul><li>Our client, Derrick Gronewold, wanted to reach a broader audience. </li></ul><ul><li>Target Audiences: </li></ul><ul><ul><li>Middle School Students </li></ul></ul><ul><ul><li>Wichita Artsy Adults </li></ul></ul><ul><ul><li>Wichita Older Adults </li></ul></ul><ul><ul><li>College Students </li></ul></ul>
  12. 12. Planning <ul><li>Middle School Students: </li></ul><ul><ul><li>Particularly those who would be attending E.H.S. </li></ul></ul><ul><ul><li>Interested in the International Baccalaureate (I.B.) program </li></ul></ul><ul><ul><li>The schools to be reached were: </li></ul></ul><ul><ul><ul><li>Robinson Middle School </li></ul></ul></ul><ul><ul><ul><li>Mead Middle School </li></ul></ul></ul><ul><ul><ul><li>Jardine Middle School.  </li></ul></ul></ul>
  13. 13. Planning <ul><li>Wichita Arsty Adults: </li></ul><ul><ul><li>Defined as people that enjoy and appreciate the arts </li></ul></ul><ul><ul><li>Easily drawn to watch this theatre production. </li></ul></ul>
  14. 14. Planning <ul><li>Wichita Older Adults: </li></ul><ul><ul><li>Defined male and female adults within the age group 35 to 55 years old. </li></ul></ul><ul><ul><li>Enjoy watching theatre productions. </li></ul></ul>
  15. 15. Planning <ul><li>College Students: </li></ul><ul><ul><li>Students attending Wichita State University, Friends University, and Newman University </li></ul></ul><ul><ul><li>Currently enrolled in theatre or musical theatre classes </li></ul></ul>
  16. 16. Planning <ul><li>Strategy, Tactics, Messages, and Themes: </li></ul><ul><ul><li>Middle School Students: </li></ul></ul><ul><ul><ul><li>Inspiration from Disney’s High School Musical </li></ul></ul></ul><ul><ul><ul><li>Special Wednesday night performance </li></ul></ul></ul><ul><ul><ul><li>Students free with paying adult </li></ul></ul></ul>
  17. 17. Planning <ul><li>Strategy, Tactics, Messages, and Themes: </li></ul><ul><ul><li>Artsy Adult </li></ul></ul><ul><ul><ul><li>Mature flyer </li></ul></ul></ul><ul><ul><ul><li>Final Friday on October 31, 2008 </li></ul></ul></ul><ul><ul><ul><li>Naked City Article </li></ul></ul></ul>
  18. 18. Planning <ul><li>Strategy, Tactics, Messages, and Themes: </li></ul><ul><ul><li>Older Demographic </li></ul></ul><ul><ul><ul><li>B98 Make a Difference Mondays </li></ul></ul></ul>
  19. 19. Planning <ul><li>Strategy, Tactics, Messages, and Themes: </li></ul><ul><ul><li>College Students: </li></ul></ul><ul><ul><ul><li>Wanted to meet with students enrolled in theatre or musical theatre classes at WSU, Newman, & Friends </li></ul></ul></ul><ul><ul><ul><li>Extra Credit Opportunity </li></ul></ul></ul>
  20. 20. Budget <ul><li>No higher than $1000 </li></ul><ul><li>No financial problems </li></ul><ul><li>How spent: </li></ul><ul><ul><li>500 semi-gloss postcard fliers, four-colors (250 per design) for a total of $76. </li></ul></ul><ul><ul><li>The radio package – Make a Difference Monday plus commercials throughout the week of the performance– for a total of $480. </li></ul></ul>
  21. 21. Communication <ul><li>Middle School Students: </li></ul><ul><ul><li>Held assembly at Robinson M.S. November 17, 2008 </li></ul></ul><ul><ul><li>8 th graders attended </li></ul></ul><ul><ul><li>Brought three acts from Nights of Broadway </li></ul></ul><ul><ul><li>Promoted the production </li></ul></ul>
  22. 22. Communication <ul><li>Wichita Artsy Adults </li></ul><ul><ul><li>Attended Final Friday </li></ul></ul><ul><ul><li>Promoted the show </li></ul></ul><ul><ul><li>Handed out mature flier </li></ul></ul><ul><ul><li>Went to Open Mic Nights at art gallery </li></ul></ul>
  23. 23. Communication <ul><li>Wichita Older Adults: </li></ul><ul><ul><li>B98 Make a Difference Mondays </li></ul></ul><ul><ul><li>Demographic of station 31-54 years old </li></ul></ul><ul><ul><li>Gronewold and musical director went on air </li></ul></ul><ul><ul><ul><li>November 17 at 8:00 a.m. </li></ul></ul></ul><ul><ul><li>Brought singers from production </li></ul></ul>
  24. 24. Communication <ul><li>College Students </li></ul><ul><ul><li>Sent e-mails out to professors </li></ul></ul><ul><ul><li>No response </li></ul></ul><ul><ul><li>Went to campuses and posted the fliers </li></ul></ul>
  25. 25. Communication <ul><li>Final Communication </li></ul><ul><ul><li>Two articles in The Wichita Eagle </li></ul></ul><ul><ul><ul><li>E.H.S. falling apart </li></ul></ul></ul><ul><ul><ul><li>Allocation of money for the arts </li></ul></ul></ul><ul><ul><li>The College Hill Commoner </li></ul></ul><ul><ul><ul><li>Bond Issue </li></ul></ul></ul>
  26. 26. Evaluation <ul><li>Robert Kendall ( Public Relations Campaigns Strategies, 1992 ) </li></ul><ul><ul><li>Evaluations of a campaign strategy are measurements of: </li></ul></ul><ul><ul><ul><li>Goal achievements </li></ul></ul></ul><ul><ul><ul><li>Results </li></ul></ul></ul><ul><ul><ul><li>Improvements of some kind. </li></ul></ul></ul><ul><li>The three steps: </li></ul><ul><ul><li>in-process evaluation </li></ul></ul><ul><ul><li>internal evaluation </li></ul></ul><ul><ul><li>external evaluation.  </li></ul></ul>
  27. 27. Evaluation <ul><li>In-process Evaluation </li></ul><ul><ul><li>Distributed fliers on Final Friday </li></ul></ul><ul><ul><li>Distributed fliers at Robinson </li></ul></ul><ul><ul><li>Both a success: increased awareness of E.H.S. </li></ul></ul>
  28. 28. Evaluation <ul><li>Internal Evaluation </li></ul><ul><ul><li>Each team member worked hard </li></ul></ul><ul><ul><li>Documentation of process </li></ul></ul><ul><ul><li>Feedback: our client was happy! </li></ul></ul>
  29. 29. Evaluation <ul><li>External Evaluation </li></ul><ul><ul><li>Questionnaires distributed </li></ul></ul><ul><ul><ul><li>Handed out on Thursday and Saturday </li></ul></ul></ul><ul><ul><ul><li>Received 75 filled out </li></ul></ul></ul><ul><ul><li>Observation </li></ul></ul><ul><ul><ul><li>Sold out Friday and Saturday night </li></ul></ul></ul><ul><ul><li>Pre-ordering tickets assisted in success </li></ul></ul>
  30. 30. Final Suggestions <ul><li>Keep in contact with Robinson Middle School </li></ul><ul><li>Try to persuade Jardine and Mead Middle Schools </li></ul><ul><li>Guerilla Marketing for artsy adults </li></ul><ul><li>Ticket selling contest </li></ul><ul><li>Contact universities </li></ul><ul><li>Bond Issue passing: </li></ul><ul><ul><li>Keep musicals in bigger auditorium </li></ul></ul><ul><ul><li>Fix-up the theatre </li></ul></ul>
  31. 31. Survey results <ul><li>How did you hear about the performance of ‘Nights of Broadway’? </li></ul>
  32. 32. Survey results <ul><li>What could East High School theatre department do to get you to come back for another performance? </li></ul>
  33. 33. Survey results <ul><li>What is your age? </li></ul><ul><li>0-13: 2 people </li></ul><ul><li>14-18: 12 people </li></ul><ul><li>19-30: 4 people </li></ul><ul><li>31-54: 39 people </li></ul><ul><li>55-70: 13 people </li></ul><ul><li>71 & up: 4 people </li></ul>
  34. 34. Survey Results <ul><li>This is the total number of people who attended each night. </li></ul><ul><li>Wed: 28 people </li></ul><ul><li>Thurs: 160 people </li></ul><ul><li>Fri: 530 people </li></ul><ul><li>Sat: 530 people </li></ul>
  35. 35. Daily Log: September Date Description Tues. 09-23-08 <ul><li>Discussed plan for the project. </li></ul>Thurs. 09-25-08 <ul><li>First meeting with client. </li></ul><ul><li>We figured out what the client wanted out of our campaign. </li></ul>Tues. 9-30-08 <ul><li>Brainstorming how to incorporate our client’s ideas from meeting into overall campaign. </li></ul>
  36. 36. Daily Log: October Date Description Thurs. 10-02-08 <ul><li>Brought potential ideas for graphic and copy for flier. </li></ul><ul><li>Also talked about research and planning. </li></ul><ul><li>Meeting with Robinson (our middle school target) to figure out when to meet and talk to their students. </li></ul>Mon. 10-06-08 <ul><li>Meeting with B98 radio station to figure out the specifics of the interview and commercials and also finalize. </li></ul>Tues. 10-07-08 <ul><li>Talked about The Love of Oranges that we saw over the weekend. </li></ul><ul><li>Brought rough draft copies of flyer design and body copy for middle school demographic and artsy/older demographic. </li></ul>Thurs. 10-09-08 <ul><li>Wrote up presentation for our client. </li></ul>Tues. 10-14-08 <ul><li>Second meeting with client. Discussed our ideas and goals for the project campaign and sought approval from the client. </li></ul>Tues. 10-21-08 <ul><li>We assigned all of the team members’ research components that needed finalization. </li></ul>Sun. 10-26-08 <ul><li>Meeting to finalize fliers. </li></ul>Tues. 10-28-08 <ul><li>Set goals for the future of this campaign. Presented to the class our progress on the campaign. </li></ul>Fri. 10-31-08 <ul><li>Going out to Final Friday to hand out fliers for our “Artsy Adults” target. </li></ul>
  37. 37. Daily Log: November Date Description Mon. 11-10-08 <ul><li>Third Meeting with the client. Discussed how Final Friday went as well as talking about how he fits into the implementation process. Mande Braden interviewed Gronewold for the Naked City article. </li></ul>Mon. 11-17-08 <ul><li>We went to Robinson Middle School. We promoted the show and had some of the artists from E.H.S. to sing a few songs from N.O.B. Gronewold spoke on “Make a Difference Monday.” </li></ul>Wed. 11-19-08 <ul><li>Last Dress Rehearsal. Middle-school night. 28 people. </li></ul>Thurs. 11-20-08 <ul><li>Opening of Nights of Broadway performance. 160 people. </li></ul>Fri. 11-21-08 <ul><li>Nights of Broadway performance. 530 people. SOLD OUT! </li></ul>Sat. 11-22-08 <ul><li>Nights of Broadway performance. 530 people. SOLD OUT! </li></ul>
  38. 38. Pictures <ul><li>Ricki and Cyndi awaiting surveys at the Friday night performance. </li></ul>
  39. 39. <ul><li>Our client, </li></ul><ul><li>Derrick Gronewold </li></ul><ul><li>a.k.a ‘G’. </li></ul>Pictures
  40. 40. <ul><li>Friday night audience. </li></ul><ul><li>SOLD OUT! </li></ul>Pictures
  41. 41. <ul><li>Nights of Broadway </li></ul>Pictures
  42. 42. Bibliography <ul><li>Kennedy, Randy. “Guggenheim Study Suggests Arts Education Benefits Literacy Skills”. The New York Times. Jul. 27, 2006. </li></ul><ul><li>National Endowment for the Arts. “Effects of Arts Education on Participation in the Arts.”  </li></ul><ul><li>Tanner, Beccy. “Tough Choices for City of Wichita: Who will get arts funding?” The Wichita Eagle. Oct. 20, 2008. </li></ul><ul><li>Wistrom, Brent D. “Art Museum Gets Biggest Slice of City Pie.” The Wichita Eagle. Oct. 22, 2008. </li></ul>
  43. 43. THE END !

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