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IMC Campaign
- 1. IMC Final Presentation IMC CAMPAIGNS – Prof. DeCarlo Nick Souksavat Erik Bose Lia Peralta Diana Krpan
- 2. The Second City: 50 Years of Funny is a Chicago based entertainment company that is known for its improv-based sketch comedy. “A Comedy Empire”. EXECUTIVE SUMMARY “Time Well Spent. Laughs Well Wasted.” Reintroducing and reinforcing Second City as a leader in live entertainment. This campaign is directed to a target of consumers ages 21-30, college-young professional and have an annual income of $10-50k. The campaign boasts new CRM management, an improvement on Social Media Presence through an interactive contest and an all encompassing ad campaign with strategic media placement to maximize budget and deliver top results.
- 3. THE INFORMATION AGE SITUATION ANALYSIS •Consumers rely on technology to help guide their buying decisions: Yelp or Facebook •Refer to social media for brand presence on their various platforms bridging the relationship the consumer has with the brand •Relevant and fresh in the consumer mind has to be active on social media COMPETITION •Variety of different entertainment categories that all target the same audience •Concerts, sporting events, nightlife/clubs, movies and other comedy theaters OPPORTUNITIES FOR GROWTH •Strong reputation for quality •Create a two-way channel of communication with the consumer through active Customer Relations Management (CRM) •Increased Social Media activity to gain attention.
- 4. STRENGTHS SWOT ANALYSIS Accredited entertainment group Original shows that change regularly Competitively low ticket prices Located in historically significant building Offers extra programs (classes/dinner packages, etc) OPPORTUNITIES Reach out tocollege aged clients with existing discount programs Client database for local clientele Host events with minor discounts/deals Collaborate with local businesses Actively engage in social media to bring attention to new shows WEAKNESSES Inconsistent attendance rates One-time attendees Doesn’t fully engage in social media 21+ for shows Location: parking THREATS Other ticketed attractions (concerts, sporting events, movies, other comedy venues) Low attendance nights Sports People losing interest in comedy shows Other media: TV/internet/movies
- 5. YOUR NEW CONSUMER: GEN Y – MILLENNIAL 21-30 10- 50 COLLEGE UNDERGRAD 3% Y/O $ TARGET MARKET 50% 50% $ K ANNUALLY YOUNG PROFESSIONAL WHEN SHOPPING MILLENNIALS SHOP WITH QUALITY AND VALUE IN MIND 3% OF MILLENNIALS THINK ADVERTISING IS BORING 76% of the target feel positive after using Social Media. Keywords used were: CONNECTED & INFORMED THEIR PSYCHOGRAPHICS THEY ARE CONNECTED NOW MORE THAN EVER 86% The percentage of consumers in this target who will return to a brand just because they like it. • Affinity for live entertainment • Social minded • Enjoys going out • More liberal than conservative (based on User Generated Content on review sites) •Innovators & Experiencers
- 6. The ideal execution would… reach your target market effectivelyand effortlessly. MARKETING OBJECTIVES MILLENNIALS are connected more than any other generation through technology. You must speak the language of your consumer if you want them to listen It all comes down to the Who?and How?
- 7. Execution of new strategy after 6 months is expected to: -Increase current brand awareness by 10% -4 nights of the week, SOLD OUT. -Increase number of return clients by 40% and more importantly… - Maintain a 100% sense of brand loyalty and satisfaction. MARKETING Rationale OBJECTIVES + STRATEGY •Surveys conducted on the target market showed low recognition of brand for this specific target. •Small percentage of respondents have never been to a show, and those who have been to a show were one-time attendees. •Create dialogue between the shopper and the brand •Maintaining quality •Ticket sales significant increase, resulting in more frequent nights being sold out and more repeat customers.
- 8. - Increase brand awarenessthrough print advertising and social media efficiently to the right audience (current customers and potential customers) COMMUNICATION OBJECTIVES - Build customer relationshipsto generate returning customers by satisfyingtheir initial needs and then following up with them after their first visit - Use customer insightto build competitive advantage through their valuesand perspectives - Make the brand well known to their target audience (1830) through social media(be intrusive) -Create an environment that is accessibleto their target audience by means of location, transportation, and convenienceand advertise that so the customer is aware of it even before they decide to buy a ticket to a show
- 10. KEY SELLING IDEA The Second City provides timeless entertainment that will leave a lasting impression which will make them come back for more.
- 18. SECOND CITY MEDIA SCHEDULE - FLIGHTING MEDIA JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NEWSPAPER - REDEYE CTA - TRAIN MAGAZINES - CHICAGO SOCIAL SOCIAL MEDIA (CRM DATABASE EMAIL, FB, TWITTER, INSTAGRAM MANAGEMENT) SECOND CITY ADVERTISING BUDGET ALLOCATION TOTAL BUDGET $100,000.00 NEWSPAPER $50,000 CTA $26,000 MAGAZINES SECOND CITY BUDGET ALLOCATION $34,000 SOCIAL MEDIA* $0.00 0% 31% NEWSPAPER 45% CTA MAGAZINES * denotes in-house expenditure via unpaid interns SOCIAL MEDIA* 24% NOV DEC