Kaya Gordon is undertaking research to inform the marketing campaign for a school production of Grease. The research will involve: 1) Reflecting on successful and unsuccessful marketing campaigns for other media products to learn from their mistakes and successes. 2) Conducting primary research with students at the school on what they want from print marketing, as students are the main target audience. 3) Looking at how a professional theatre marketed their Grease production for ideas. 4) The research will take place at the school using online resources, students, and staff through textual analysis and short questionnaires.

1. Kaya
Gordon
12GR
Unit
7
Media
Enterprise
• What research will you need to do before finalising the brief for the
marketing campaign?
o I will reflect upon the research I’ve done into successful and
unsuccessful marketing campaigns for other media products
o I will do some primary research into what people might want from
print marketing materials for Grease
• Why are you undertaking this research?
o I don’t want to make the obvious mistakes that other campaigns have
made that have made them be less successful
o For example, I don’t want to create an unclear picture of who Grease
might be for, which some of the unsuccessful film marketing did
o I do want to try to use what I’ve learned about successful marketing
campaigns
o For example, I want to create a clear idea of the genre of the product
so that people will recognise that and know that they will like it
• Who should you involve in this research, e.g. members of the target
audience?
o I will do some research with people in the school because they are the
main audience for the school show. Also they are an interesting
audience for my research because most of them haven’t seen Grease
on stage and may not have seen it as a film.
• What research do you need to undertake to help you generate ideas for a
new product (e.g. market research into the popularity of existing products or
to identify potential gaps in the market )?
o I’ve been looking at the kind of marketing and advertising that the
Grand Theatre in Wolverhampton did when they put on a production
of Grease to see what a professional marketing campaign might look
like.
• Where will the research take place and what sources are available to you?
o I will do my research here in school, using the internet and using
other students and perhaps staff as well around the school
• What different forms will your research take?
o I will do some textual analysis and some short focussed
questionnaires