The organization aims to increase awareness and attendance of its 50th year celebration through a marketing campaign. The campaign will include print, social media, outdoor, and radio advertisements highlighting the organization's history and programs. Targeting both current and past participants, as well as their families, the campaign looks to convey the organization's role in providing cultural education and promoting the arts. Key executions will take place over 6 months, culminating in an anniversary event planned for April.

2. Objective
• Awareness and attendance for
50th year celebration
• Increase enrollment for the coming season

3. I. Current Company Overview
II. Market Situation
III. Competitive Overview
IV. Brand Positioning
V. Target Audience
VI. Core Strategy
VII. Executions
VIII. Media Locations
IX. Timeline
X. Projected Attendees
XI. Budget
Outline

4. Company Overview

5. Market Situation
0
10
20
30
40
50
60
70
80
90
100
Music
Visual
Arts
Dance
Drama/
Theater
1999-­‐2000
2009-­‐2010
Percentage of Schools with
Art discipline included in curriculum

6. Market Situation
0
10
20
30
40
50
60
70
1982
1992
2002
2008
Percent
of
18
to
24
year-­‐olds
who
reported
receiving
arts
educa;on
in
childhool
White
African
American
Hispanic
Percentage of 18-24 year-olds who reported having
received Arts education in childhood by race

7. Competitive Overview
SingleDisciplined
Multi-Disciplined
Recreational
Professional

8. Brand Positioning

9. Target
“Meet Tessa”
&
“Meet Juliana”

10. Give them the opportunity
Give them HSA
Core Strategy

11. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wide
variety
of
acHviHes
offered
Professional
Approach
All
about
fun
Expands
educaHon
Provides
physical
acHvity
Available
to
everyone
Please rate the following characteristics based on importance
for extracurricular programs (1 being "very important")
TOTAL POPULATION
6
5
4
3
2
1

12. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wide
variety
of
acHviHes
offered
Professional
Approach
All
about
fun
Expands
educaHon
Provides
physical
acHvity
Available
to
everyone
Please rate the following characteristics based on importance for
extracurricular programs (1 being "very important")
PARENTS
6
5
4
3
2
1

13. 0 10 20 30 40 50 60
"Students should explore what interests
them most." (TOTAL POPULATION)
"Students should explore what interests
them most." (PARENTS)
"Students need the opportunity to engage
in cultural enrichment programs (theater,
arts, dance, etc.)." (TOTAL POPULATION)
"Students need the opportunity to engage
in cultural enrichment programs (theater,
arts, dance, etc.)." (PARENTS)
% Selection
How much do you agree with each of the following
statements?
Strongly Agree Agree

14. Executions
Print Campaign/Social Media/Outdoor/Radio

15. Print Campaign

16. Print Campaign

20. Media Locations

21. Social Media
#ibeganwithart
#proudHSAalumni
#HSA50thbirthday
• Photo competition
• Throwback Thursday
• Invitation to event
• Photo competition
• Throwback Thursday
• Invitation to event

22. Outdoor
Wall painting

23. Outdoor
Dance performance

24. Outdoor
Art installation with display

25. Outdoor
Art installation with display

26. Radio
“I want to be…”
In this spot Harlem School of the Arts explains how they can offer public
schools art education courses in a non-traditional way.

27. Partnerships

28. Timeline
• Partner with schools
• Social media will
begin photo contest
• Begin advertisements in Playbills
• No print or radio advertisements
• Partner with related stores
• Heavy on events and guerilla marketing
• Social media will focus on alumni
• Begin announcements of event
• Implement an event (50 years)
• Social media will focus on birthday
• Heavy on print, out of
home, and radio
• Two events to generate
buzz for celebration
• Social media begins 50
birthdays campaign
• Final push of
advertisements
• Partner with bakeries
for cupcake campaign
• Event on April 14th

29. 30% impressions and 1% awareness, 5% conversion
Online 50,000  8
Radio 1,000,000  150
Grand Central/Port Authority 5,000,000 750
Subway Car 3,000,000  450
Taxi Tops 500,000  75
Events/Partnerships 5000  15
Playbills/showbills 30,000  90
One-Day Event Attendees 1500
Projected Attendees
(estimate subjected to change depending on scale of event)

30. Taxi Tops
Grand Central Station/
Port Authority
Inside Subways
Radio
New York Playbills
= $143,000
= $400,000
= $687,500
= $440,000
= $41,311
Total = $2,211,311
Budget

31. Q&A