Final Ad Plan U-Go PDF

U-Go Advertising Campaign Capitol Centre By Sarah White
1. Executive Summary !
Summary!
In the following document I have created an advertising campaign plan to promote the Capitol
Centre’s U-Go program, which provides University and College students discounted tickets to
live performances.!
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Key Objectives!
• Increase ticket sales by 30% (26.4 people) for the upcoming season of 2015/2016.!
• Create Awareness within the student demographic!
• Shift brand perception by utilizing current trends to communicate a “cool” and entertaining
message to teens and early 20’s. After all, entertainment is what the Capitol Centre does best.!
• Keep a low budget!
• Keep advertising geared towards students all year around since they are a massive untapped
market within the Capitol Centre’s advertising efforts and they hold considerable buying power!
• Consider a change in discount pricing!
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Sarah White!
Name Signature!
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2. Situation Analysis !
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Product Review (description and history)!
what is uGo!
uGo is a program brought to college and university school students by the Capitol Centre that
allows students to attend their performances at a discounted rate. (Generally $10.00 -$14.00
discount)!
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Show List 2015/ 2016
October Howie Mandel Sun, October 4th, 2015 Comedian
Jully Black and Jarvis
Church
Sat, October 24th, 2015 R&B Artists
November ProArteDanza Nov 13th, 2015 Contemporary Ballet
Commander Chris
Hatﬁeld
Sat, Nov. 14th, 2015 Astronaut sharing his
experiences
The Once Wed, Nov. 18th, 2015 Folk Artists
December Jesse Cook Sun, Dec. 6th, 2015 Guitarist and Modern
Technology
Ralph&Lina Tues, Dec. 8th, 2015 Acrobatic Comedy
Barra MacNeils Thurs. Dec 10th, 2015 Celtic Band
January None
February Bowser& Blue Tues, Feb 18th, 2016 Comedians/ Musicians
March The Evasons Tues, March 3rd, 2016 Telepathy and ESP
Celtic Nights - Spirit Of
Freedom
Wed, March 9th, 2016 Celtic Musicians and
Dancers
Tom Green Sat, March 5th, 2016 Comedian
Valdy Fri. March 18th, 2016 Folk Singer (Juno
Nominee)
April Devin Cuddy Wed, April 6th, 2016 Rock and Roll Artist
The Men of the Deeps Tues, April 12th, 2016 Choir of Coal Miners
Mudmen Fri, April 29th, 2016 Celtic Band
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3. Market Review!
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Target Market Identification- Demographic and Psychographic!
U- Go’s target market includes both female and male college and university students around the
ages of 17-25, residing in North Bay and the surrounding area. They will typically have an
interest in the arts - music, drama, etc. and can be either looking for something to do in North
Bay, either with their friends or as a date- or, they have specific interest in one of the season’s
performers. There are approximately 8,000+ students in North Bay. Which is a growing industry-
Nipissing alone claim they saw a 26% increase in enrolment of part time studies from
2011-2012.!
Buying Habits of College Students (taken from a survey of over 500 students)!
• 59% of students surveyed say they spend money on Live Music!
• 99% are spending money on restaurants each month !
• 66% of the students surveyed spend $1,200+ yearly on entertainment !
• Source of the income: 15% say from loans, 45% from parents and 40% from their own jobs!
*Schweiki Media and Study Breaks as cited in company blog, July 2nd, 2014!
Competitor Review!
Competitors Strenghts Weaknesses
Galaxy Cinemas • Popular choice among teens!
• Cheaper than U-Go !
• First choice of movies !
• No live or musical
performances!
• Not centrally located!
• Not a historical building!
• Doesn’t serve alcohol
Battalian • Largely populated events!
• Local pride!
• Live entertainment!
• Serves Alcoholic Beverages
• Not accommodating to those
with an interest in the arts
College and University Sports
Games
• Audience is made up of our
target audience (students)!
• Local Pride!
• Live Entertainment
• Not accommodating to those
with an interest in the arts
Pay Per View and Netflix • Comfort of own home!
• Cheap or Free !
• Popular option of the target
market
• Not experiential!
• Not live!
• You have to go out and buy
drinks and or snacks!
• Not viewed as a romantic date
idea
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Company Review!
Product/ Service Feature Product/ Service Beneﬁt
Entertainment Date night options, Night out with friends, Excuse
to dress up, answer to the common theme “there’s
nothing to do in North Bay”
Discounted Rate Attainable price for students with small budgets,
cheaper date night option (without sacriﬁcing
entertainment quality)!
$10.00-$14.00 off
Buy Tickets Online QR code for added convenience or directly from
website
Buy Tickets via Telephone Convenience
Buy Tickets in Store Convenience
Established in 1929 Nostalgia
Atmosphere Classy, warm environment, special occasion
Biggest Screen in Town 932 seats
Centrally Located • Located conveniently downtown and near the
Bus Station for ease of access to students !
• Shows generally don’t run outside of bus times
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4. Strategic Message Plan!
The Problem!
• no advertising previously targeting students !
• little to no community awareness about the U- Go program!
• small budget constraints !
• still a moderately expensive night out or date option (live performances are worth the price but
not everyone will see it that way)!
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Marketing Objectives!
• Increasing Awareness for the Capitol Centre!
• Increase/ create awareness for the U-Go Program !
• Develop solid public image within the chosen demographic!
• Alter brand perception within the demographic!
• Increase advertising to this demographic all year around- Despite the stereotype that young
adults are poor and eating a diet of ramen and tap water, they actually hold a considerable
amount of spending power, and many businesses and industries have the potential to
capitalize on this valuable consumer base.!
• I think that it would be beneﬁcial to ticket sale numbers if the U-Go program provided a set
discount rate of 25% off- based on research saying that 78% of college students say that it
takes a 20% discount to turn their heads and be a deciding factor in their purchase. OR match
U-Go prices with Eye-Go prices!
http://www.sheerid.com/wp-content/uploads/2014/11/Student-Survey-Results-Spring-2014.pdf!
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Desired Brand Image!
• Entertaining, artistic, funny, hip to appeal to teenagers and early 20’s!
• Create an impression on students that they will remember !
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Key Beneﬁts - what should the brand stand for and deliver on?!
• Ideal for dates because it is something different to do (unique)!
• Only live theatre in North Bay (aside from independent school theatres) !
• Perfect opportunity for an outing with friends to dress up (if they want to) and “make it a date” !
• Answers common theme of “there’s nothing to do in North Bay”!
• Adds culture and diversity to the city!
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Positioning!
Based on its intended audience; the positioning statement I believe is most effective are
as following; To students, the Capitol Centre is the arts centre that provides them
with unique, entertaining and affordable date and hang out options by providing
them with live performances and discounted tickets through their U-Go program.

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5. Execution Strategy!
Media Objectives!
• Media will be used to create awareness for the Capitol Centre and specifically their U-Go
program!
• Media will be used to increase ticket sales (by 30% from the previous year (24.6 people)!
• Media will be used to encourage encourage students to choose the capitol centre over other
date night options such as Galaxy Cinemas!
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Geographic Coverage!
Ads placed within the city of North Bay, located within Canadore/ Nipissing Campus, and Cecil’s
eatery as well as The Wall (all possible options for the receipt attachments located in mockups
section)!
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Continuity!
Advertising campaign is scheduled to begin during the student’s Frosh Week which is around
the 8th of September. The point of purchase social media contest will run only for the week, but
the posters should remain posted on community boards around the school for the duration of
the school year and it is encouraged to utilize the “Facebook like” receipt attachment for the
school year as well or as long as budget limitations will allow/ partnered restaurants are willing. !
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Reach and Frequency!
Ideally, because of the central location within campus, the point of purchase will reach at least
half of the student population, with high frequency in order to solidify the impression which will
be doable because most students hang out either in their lounges or in the cafeteria multiple
times weekly.!
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Creative Implications!
• Media will be used to encourage students seeking new and exciting experiences to take
advantage of their discounted tickets to live performances !
• Media will be used to highlight the benefits of the arts centre’s features (that they are a
unique, entertaining and discounted option)!
• Media will be used to project a cool and current image by utilizing current trends to
entertaining and engage teens and early 20’s (specifically through the use of technology,
current social media trends such as tinder as well as the use of humour in advertising)!
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Budget Limitation !
Budget goals are save as much money possible but should not exceed $100. In order to do this,
I plan to create advertising that is of low cost (printing only) and carry out any “man power” that
needs to be done, myself. This would include creating the banner and print outs. Rather than
paid advertising channels, it is encourage to speak to other members of the community and
utilize current relationships/ form new ones (continue “trade communication” as they already do
for other initiatives) to ask about placing posters within their property and in the case of the
“Facebook like” receipt attachment, if they would mind requesting their servers to attach the
pieces of paper we will provide them with, to their customers receipts.!
(network with dawns and resident attendants in order to place posters around residence)!
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Flexibility!
Promotional materials can be continued longer than the given time period- tinder point of
purchase (seen in the mock ups section) can be replaced with a new image that doesn't contain
information on the social media incentive, and all other forms of advertising have no date
limitations (as well as very little man power needed to keep them going)!
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Media Strategies!
Media Mix!
• Print (posters)!
• Social Media (tinder adv.)!
• Out- of- home (point of purchase)!
• Direct Mail (receipt attachments, frosh kit)!
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Geographic Coverage!
College/ University - point of purchase inside main entry way (inside, closest doors to the bus
stop)!
College/ University- Posters on various message and community boards !
Canadore College- frosh kits !
Social Media- 50km radius!
Cecil's/ The Moose/ The Wall/ East Side Mario’s - receipt attachments !
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Scheduling!
Print- September- May !
Social Media- Last week of august 25th (when students arrive) - Oct 1st (blitz when students
arrive and use the app to meet people)!
Out- of- home- Frosh Week (Starting September 8th)!
Direct Mail- Frosh Week (Kits) all year around (receipt attachments)!
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Media Selections and Rationale!
Print!
Posters are a cheap and effective means of advertising. The print mockups are engaging and
attention grabbing and communicates effectively who the capitol centre is, a benefit it the
consumer can reap from it, (date night idea) and what they need to bring. (See Mockups
section)!
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Social Media!
Tinder app (see mockups) !
I suggest utilizing the free Tinder app (which is a dating app, very popular among students) to
create a “profile” for the capitol centre as a means of free promotion with a very high reach
among our demographic. Tinder, being a dating app is a non traditional form of advertising that
could be considered, for lack of a better term, slightly risqué, but I think would really speak to,
and entertain students (which is what the Capitol Centre is all about. I believe that being bold
and quirky and out of the ordinary will attract the student demographic. As well as the fact that I
can’t imagine another form of advertising that is free and that will not only reach such a large
amount of our demographic but also be something that they will remember. The following are
reasons why I think creating a company profile as a means of advertising could work to get
student’s attention and get them interested in the Capitol Centre;!
•High Reach!
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•Catered to demographic; lots of students, you can specify age, gender and location!
•Tinder has “flirted with brands before”: The Mindy Project, Domino’s pizza (both with the same
demographics as the Capitol Centre), and the show Suits as well as “social trees animal
rescue” have used tinder as an unpaid means of advertising!
•Effective way of gathering data on our demographics !
•Platform displays photos and descriptions !
•FREE !
•Will be used lots during frosh week which is launch time for the advertising campaign !
•Could give the Capitol Centre a cool and modern brand perception from their desired target
market (students) !
•People often go on Tinder because they are bored or potentially looking for dates, and the
Capitol Centre can cure their boredom and/ or provide them with unique date ideas. “There’s
nothing to do in North Bay” is a commonly heard theme!
•Takes people off guard and will therefore remain in their memory!
•Very popular social media app within desired demographic !
•Paid Advertising said to be coming this year, which indicates a demand for it and proves its
relevance as an effective advertising outlet!
•Any potential communication and business inquiries from “matches” can provide demographic
information !
•A way for lazy students to contact the capitol centre with any questions in a way that is similar
to texting (you don’t have to call or make a special trip to find out movie and show times) !
•Opportunity to advertise the upcoming performances because of photo space!
•Blends with campaign and the “technology” and social media theme!
•Will get people talking about the Capitol Centre and attract them to our social media outlets !
•Upload additional photos of the building and current ongoings to keep matches updated via the
“moments” feature.!
•“Introduces people who otherwise would have never met”- this is not limited to people! Creating
a Tinder account for the Capitol Centre could introduce North Bay’s home for Arts and
Entertainment to people who otherwise would not have been exposed to their advertising and
messaging.!
•Linking the Facebook, website, Instagram and twitter hyperlinks will bring the right
demographics to those pages!
•Tinder puts people who swiped right for you on the top of the deck, so with frequent check- ins
by the social media manager the Capitol Centre can have optimum reach when swiping right
on all profiles.!
•In the midst of swiping left a few hundred times, finding an out-of-the-box profile provides some
entertainment (especially if it’s funny)!
•According to packpoll.com, 36% of students claim to use Tinder- if this is a good representation
of student bodies, I can estimate that there could an impression of around 2,000. (36% of the
total student population of 8,000)!
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http://packpoll.com/most-students-have-heard-of-tinder-but-few-take-it-seriously/!
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Social Media Promotion that goes along with the Point Of Purchase (See P.O.P Mockups)!
On the tinder ad “face in hole” point of purchase display which can be found in the mockups
section, there is a social media promotion that goes along with it. During frosh week, if students
upload a picture of their “face in hole” on Instagram, Facebook and Twitter and tag the Capitol
Centre they get one free ticket when they bring a friend. This will help make the advertisement
effective because it creates word of mouth (followers see their posts and there will be a click
through to the Capitol Centre’ pages on it when they’re tagged), it’s experiential and therefore
more memorable than traditional print advertising, and when people see it, they will see that
they can receive an incentive and will therefore be more likely to participate and for it to make
an impression on them. (the promotion is buy one get one free rather than to enter a draw
because people are more likely to participate if they can receive something directly rather than
maybe get something they know they will have to wait for). The ad is humorous which would
likely be appreciated by our demographic and which will also encourage them to post on social
media because they genuinely enjoy it and they aren’t posting something dry or embarrassing
just to get free goodies; they’ll be more likely to actually want to post it. Including social media !
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with our advertising is also a good way of promoting our social media outlets and will beneﬁt our
new social media manager; social media is popular among teens and they are responsive to it,
so the more of them who know about it, the better, so that they can then be exposed to the
Capitol Centre’s marketing further. !
*Instagram is a quickly growing social media platform for college and university students!
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*53% of young adults ages 18-29 used the service in 2014, compared with 37% who did so in
2013.!
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http://www.pewinternet.org/
2015/01/09/demographics-of-key-
social-networking-platforms-2/

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Out- Of- Home - Point of Purchase!
As seen in the mockups section, I have created a face- in- hole “Point of Purchase” for the
Capitol Centre as an engaging and experiential means to attract our demographic. Not only is it
engaging but it is also humorous and plays off of current trends that students are using, which I
think can help create awareness of the Capitol Centre and the U-Go program, in addition to a
slight alter in brand perception within students and make them realize that the Capitol Centre
really is “cool.” (It is, they just need to hear that in ways that speak their language- which
coincidentally is also my language as I among the demographics). The ad is going to be placed
by the bus stop inside the main foyer which sees large amounts of student trafﬁc and is also
somewhere they will be spending time rather than rushing by- when they’re bored and waiting
for the bus or friends to pick them up, they can take the time to participate in the social media
promotion that goes along with it.!
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Direct Mail- Frosh Kits, Receipt Attachments !
As another free means of advertising I have mocked up a direct mail piece that is to be placed
in student’s Frosh Kits (frosh is right before the launch of our new season and it also has a
pretty high student reach). Continuing with the campaign’s theme of technology and social
media, the item looks like a little phone case, and when you open it there is a phone with a
conversation that talks about the Capitol Centre and provides information on the U-Go program
and shows an example of how it is a unique date option as well as contact information and a
show list in the form of a “To Do” list that is going to be placed in a little “pocket”. 99% of the 500
students asked in the survey previously mentioned are spending money on restaurants each
month- so exposing them to our advertising in places that they are likely going to be deﬁnitely
includes popular student restaurant choices such as Cecil’s, The Moose (if possible), East Side
Mario’s and Boston Pizza, etc. !
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Budget!
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U-Go Advertising Campaign - Budget
Medium Price Per Unit Number of Units Total Price
Print
Posters $0.08 20 $1.60
Out Of Home
Point Of Purchase $0.08x 6 sheets per
P.O.P= $0.32
1 $0.32
Direct Mail- Receipt
attachments
$0.8/4 per page= $0.02 100 per restaurant= 600
(more if necessary);
Cecil’s, The Moose, BP,
East Side Marios,
Milano’s Wings, St.
Louis Wings (offer free
tickets to the owners in
return?)
$12.00
Direct Mail- Frosh Kit $0.8/2 per page= $0.04!
*free to place them in
the kits
350 (previous year sold
out at 350)
$14.00
Online
Instagram $0.00 $0.00
Tinder App $0.00 $0.00
Total Budget $27.92
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U-Go Advertising Campaign - Budget
Medium Price Per Unit Number of Units Total Price
Print
Posters $0.08 20 $1.60
Out Of Home
Point Of Purchase!
*Note: Banner stands
can be re used for
different events and are
a very professional
looking way to promote
upcoming or current
events, for giving
directions, etc!
Replacement Banners
cost Approx. $80.00 -
They are retractable
and easily movable.!
Turn around time is
about a week and to call
the people I’ve got an
estimate from the # is
705 495 1990
$120.00 2 $240.00
Direct Mail- Receipt
attachments
$0.8/4 per page= $0.02 100 per restaurant= 600
(more if necessary);
Cecil’s, The Moose, BP,
East Side Marios,
Milano’s Wings, St.
Louis Wings (offer free
tickets to the owners in
return?)
$12.00
Direct Mail- Frosh Kit $0.8/2 per page= $0.04!
*free to place them in
the kits
350 (previous year sold
out at 350)
$14.00
Online
Instagram $0.00 $0.00
Tinder App $0.00 $0.00
Total Budget $267.92
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Creative Elements - Mockups!
Logo Creation !
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Poster Mockup!
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P.O.P Mockup!
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Receipt Attachments Mockup!
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Frosh Kit Direct Mail Mockup!
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TO DO’S
See Howie Mandel Oct.4th
Jully Black & Garvis Church
Oct. 24th
ProArteDanza Nov. 13th
The Once Nov. 18th
Jesse Cook Dec. 6th
Ralph& Lina Dec.10th
Bowser& Blue Dec. 10th
The Evasons Mar. 3rd
Tom Green Mar. 5th
Celtic Nights Mar. 9th
Tom Green Mar. 5th
Devin Cuddy April. 6th
Valdy March. 18th

Online- Instagram share Mockup!
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Online- Facebook Share Mockup!
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Online- Twitter Share Mockup !
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Tinder App Account Mock Up!
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Measuring Campaign Success- Box Ofﬁce Survey for every U-Go participant !
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Additional Suggestions!
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Tinder social media implementation tips:!
Use photos from Instagram!
Copywriting - “Looking for something fun to do?”!
Keep records of any and all communications with “matches”!
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Provide “matches” with exclusive sneak peaks of performances or performers and events !
• Linking the Facebook, website, Instagram and twitter hyperlinks will bring the right demographics to
those pages!
• Tinder puts people who swiped right for you on the top of the deck, so with frequent check- ins by the
social media manager the Capitol Centre can have optimum reach when swiping right on all proﬁles.!
• Having your best photos in the front will increase your likelihood of getting matched (people are lazy
and don’t always scroll all the way through)!
• Use good quality photos!
• Take advantage of the “interests” section to gather data on our demographic !
• Use the account as an interactive means of communication with students- if they have questions on
who the Capitol Centre is, what we do, about shows and show times etc -it’s easier for them to text
through the app than it is for them to call or drop in !
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Final Ad Plan U-Go PDF

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