The marketing plan summarizes primary research conducted with George Mason University students about awareness and perceptions of the Center for the Arts (CFA). The research found that many students were unaware of the CFA's location and programs. To address this, the plan recommends: 1) Increasing on-campus branding of the CFA through stickers, flyers, and impromptu performances to raise awareness. 2) Implementing a student-run blog and social media presence to drive traffic to information about CFA events and build an online community. 3) Developing VIP programs like free parking, food/drink vouchers, and pre-ordering concessions to improve the event experience and encourage repeat attendance

1. Center For
the Arts
Marketing
Plan
Teddy
Murphy
Veronica
Lusetti
Herman
Chan
Chad
Triplett
Josh
Lerman
Molly
Helverson
Moe
Kotb

2. Two phases of primary research
Interviewed and surveyed current George Mason students
Questions focused on overall knowledge of the CFA
Location, student tickets, and program of events
Gained knowledge on the current position of the CFA among student body
Data gathered was the driving force behind our strategic recommendations
Introduction

3. ● 58% had orientation in JC and 42% had it in the CFA
● 77% of respondents are involved with on-campus organizations
● 79% of respondents enjoy watching movies with at least one other person (49% said two or
more people)
● 71% of respondents would rather pre-order their food and drink items at check-in rather
than waiting in line
● ¼ of total respondents did not know where the CFA is
● 37% of respondents didn’t know whether the CFA offers free students tickets or not
○ An additional 10% assumed that they did not
● When asked how important free parking is in their decision on attending an event be, the
average response was that it is very important
○ 91% of respondents would rather park for free in lot K than pay $8 to park in Mason
Pond
● Only 6% of respondents attended a theatrical performance in the past 6 months
○ A majority (39%) attended one in the past year
○ Second biggest group (35%) it had been over a year
○ 10% had NEVER attended one
Qualtrics Survey - 113 Responses

4. 1 student had never heard of the CFA
2 participants didn’t know how to get free student tickets
Overall lack of interest in theatrical performances
Students prefer flyers over e-mails
“I kind of hate e-mail advertisements. I go for the flyer. I always pick the flyer.”
4 of the 5 students check social media everyday
Willing to follow CFA accounts but avoid cluttering
Showed interest in a VIP experience with their family during orientation
Focus Group

5. Suggested Solutions
Create marketing campaign based on campus wide awareness
- Stickers, Flyers, impromptu shows, banners in JC
Implement Blog to drive SEO traffic and qualified lead
- Students can conduct interviews, work experience/resume building
Voucher window added to optimize concession experience
- Allow purchase of prearranged concession packages

6. ● 33,000 students at George Mason University
● Diverse range of ages, ethnicities and backgrounds
● Common ground is access to internet via mobile and desktop
● 88% of undergraduate students own laptops; sticker campaign
● Impact of friend recommendation
● Effectiveness of blogging - student writers, integrated experience
CFA Awareness Strategy - The Segment

7. ● Start with the Freshman
○ Point out benefits
○ Apply Social Proof
● Direct messages
○ Bi-weekly email updates
○ Text message notifications
● Storytelling
○ Word-of-mouth advertising
○ Positive effects of narratives
CFA Awareness Strategy - Raising Awareness
● Location Recognition
○ Branding the CFA
○ Logo stickers
○ Posters & flyers
● Blogs
○ SEO

8. ● Raising awareness
● Branding the CFA
○ Logo Design
○ Differentiation
○ #Benefits
● Organic Experiences
○ Strategic Placement
○ Laptops
● Creating the Conversation
CFA Awareness Strategy - Stickers

9. Raising Awareness on campus
Searching for information
Students show a preference towards flyers:
“ ...If I see a picture of the show then I’ll
be more interested in it.”
Placement
Standing out amongst the crowd
PDA’s (Public Display of
Advertisements!)
CFA Awareness Strategy - Flyers/Posters

10. Johnson Center
- Largest concentration of traffic
- Banners, impromptu performances
- Tickets and sticker booth
- High sharing rate on social media
- Attraction activity
CFA Awareness Strategy - Flash Mobs (aka Flash Performances)

11. Reactionary action towards competition
- The Clarice (UMD), Lincoln Theater, Kennedy
Center
- Improves Search Engine Optimization
- Organic material to be linked in direct email
campaign
- Student writers I.E Communication,
Journalism, Marketing, Arts, etc
CFA Awareness Strategy - Blogging

12. Free parking is “very important” when determining whether or not to attend an
event
91% would prefer free parking in Lot K than paying for Mason Pond
Facilitate access to the Mason Parking website
Provide a quicker route to obtaining a parking permit
Internal Marketing Strategy - FREE Parking

13. Step 1: Follow this link to create your guest account
https://gmu.t2hosted.com/cmn/newuser.aspx
Your password must be at least six characters and contain at least one uppercase letter, one
lowercase letter and one special character.
Step 2: Once your account has been successfully made, you will be
brought to the Purchase A Permit page, click the “Next” button
Step 3: Fill out your address information and hit next
Step 4: Scroll down to the section that says “Weekend Lot K Permit” and
select the permit that corresponds with the date of your performance.
(Permits may be purchased 2-3 weeks in advance of the performance)
Internal Marketing Strategy - FREE Parking Process

14. Step 5: Click the box that says “I
have read and understand the rules
& regulations associated with the
chosen permit.”
Step 6: Add your vehicle
information
Step 7: Select your vehicle
Step 8: Receipt Confirmation
Step 9: Print Permit
Internal Marketing Strategy - FREE Parking Process

15. Internal Marketing Strategy - VIP Programs

16. Survey results showed that over 75% of students would
prefer a light snack and a drink while attending an
event
71% of students thought it would be more convenient to
pay for food and beverages before the show started
At intermission there would be a separate table and line
for voucher holders
Free vouchers can be offered as a loyalty reward for first
time subscription purchasers and those who renew their
subscription
Internal Marketing Strategy - Food/Drink
Vouchers

17. CFA Value Chain Diagram

18. Cost/Benefit Analysis