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- 1. Blair Solberg, Dan Remes, Jordan Philippi, Lewis Engel, & Logan Block
- 2. Company Description -Provides a high class local opera -Offers three shows a year -Education through the Young Artist Program
- 3. Situation Analysis Our goal is to increase opera attendees through integration and collaboration with other high class businesses and events in the FM area. The only opera within a 200 mile radius and is the smallest city in the U.S. to host a professional opera.
- 4. SWOT Analysis Strengths -Large geographic area -Recognizable brand name Weaknesses -Low operating budget -Smallest professional opera -Does not have a performance hall Opportunities -Rising wealth in the area -Large local population Threats -Aging audiences -Competitors -Price -Levels of funding
- 5. Trends Opera - Educating the public - Collaboration with other organizations - Broadcasting performances Attendees - Cultural tourism - College Arts degrees Philanthropy - Number of donors - Government support
- 6. Target Markets Primary Attendees- 25-34 years old, with at least a Bachelors Degree Secondary Attendees- 35-44 years old, with at least a Bachelors Degree Primary Donors - 35-44 years old with at least a Bachelors Degree Secondary Donors - 25-34 years old, with at least a Bachelors Degree
- 7. Brand Personality: Greg Tehven
- 8. Culture High Art Intelligent Music Entertainment Variety Social Night life Meet people Conversation Fun Benefits $ocial Currency
- 9. Position Statement “FM Opera is a premier performing arts program that is the key to obtaining a higher caliber of lifestyle, community, and fun in the FM area.” -Fargo Moorhead Opera -Fairly Modern Order
- 10. Competitive Advantages Event Collaboration Unique Entertainment Option Social Gatherings
- 11. Product Strategy
- 12. “The Fairly Modern Order Is a social gathering event group that coincides with the Fargo- Moorhead Opera; Making connections with other FM companies and events”
- 13. Product Strategy
- 15. Promotion Brand Awareness - Banners - Shirts - Business Cards Online Promotion -Adwords -Facebook/Twitter -New Website Printed Promotion -Fargo Forum -Flyers Innovation Marketing -Buzz marketing -FM Order
- 16. Brand Awareness
- 17. Place Productions on stages at Island Park and Reineke Theater Small performances at local dining venues Portable decor
- 18. Implementation -Starts with Opera members -Base organizations -FM Opera -Fargo Brewery -Creatively Uncorked -Member fees
- 19. Events Fargo Brewery 1 Million Cups Corks and Canvas Art Exhibitions FM Opera
- 20. Price Continue non-discounted prices Increase student prices to $10 Annual FM Order membership cost
- 21. Fundraising Fairly Modern Order Events Gain community leader recognition
- 22. Target Market Projections Attendees Total Revenue 2014 - $101,000 Donors Total Revenue 2014 - $52,000
- 23. Thank you
Editor's Notes
- the FM opera is very unique in many ways one is that we are the only opera in the area which gives us a broad area to attract attendees and donors from. however all of our projections today will be focused on the fm area and our target market, we chose our target market based on an idea first popularized by yellow tail wine said we arent focusing on those who already drink wine were looking for those who dont. In the future it would be beneficial to try to expand our marketing. There are some very strong advantages to the FM opera such as being the only one in a 200 mile radius and having lots of college students in the area to provide supporting and lead roles. However, there are some very pressing disadvantages to the FM opera, the opera market itself is a dying market, FM opera does not have its own performance hall, and government funding for the arts has decreased over the years. With our blue ocean strategy and marketing plan we hope to overcome these disadvantages and save an amazing performing art full of talented people providing important social currency from leaving our area. blair unique broad area focus on our target market yellow tail future dis/advantages blue ocean social currency
- what is driving the market for it stay away from strategies larger population
- Jordan-Opera Which opera are reaching out to the public, educating the public in schools By having opera houses having education of the art it allows for subsidies that governments both domestic and global. The Chicago Opera house has its own education programs and experiences. This helps with Audience Development of educating younger audiences as a means to attract them.2 Pairing with the symphony, local colleges, traveling shows, fm community theatre For a fee allow people to watch the opera via live stream The Met was one of the first places to start recording and filming their productions, because they are so established they have a buzz association and set the trends with precedence. Jordan--Attendees cultural tourism college art degree Jordan--Donors 2001 - 2011, “arts” market share of U.S. philanthropy drops from 4.9% to 4.4% Government funding for the arts dropped from 0.4% of Federal (non-military) funding to 0.28% between 2002 and 2011 It’s important to note that philanthropic trends for the arts began to drop before the economic downturn of 20085
- Blair We chose to target persons with at least a bachelors degree between the ages of 25-34 as our primary attendees, and ages 35-44 with bachelors degrees as our secondary market. We chose this segment of the population because we feel people of this age are looking for more things to do in the community for entertainment. the fmopera already has a strong following of the older demographics who the classical opera appeals to. Our goal is to rebrand the FMopera for specifically our target market as a comtempory opera. On top of that, we recognize the fact that there has been and will likely continue to be growth in the FM area in this particular demographic. Fargo is becoming a “younger”, wealthier town. So our goal is to provide an opportunity for persons of this demogrpahic to take part in activities such as the FM opera through integration of high class activities. We chose people of ages 35-44 who have at least a bachelors degree as the primary donors and ages 24-35 with at least a bachelors degree for the secondary. We chose this segment because we feel people in this segment are likely to be settled into their careers and would be more financially stable than someone younger than this age. We decided not to go older than this age because most people over 45 have already decided how they want to spend their donation funds. We also choose this demographic because with our blue ocean strategy they are part of our attendee market and our ideas will provide ample opportunities for donations.
- Jordan greg theven part of a hip group connected to concordia.
- Logan
- Blair So now we the most exciting part of our presentation we would like to present to you our positioning strategy and blue ocean ideas --FM Opera is a premier performing arts program that is the key to obtaining a higher caliber of lifestyle, community, and fun in the FM area. Our goal is to combine the fargo moorhead opera with other higher class activities in the FM area with in our ... Fairly Modern Order.
- Lewis/dan
- Jordan/dan analysis of current brand and what it should be Our target market is young. It is the generation Xs, the generation Ys, the millennials. It is a target market that concerns itself current events. It seeks answers for social justice issues and believes in the good of society. It is a target market that greatly values innovation. It thrives on state of the art technology and listening to the most up-to-date music. Why should their taste in performing arts be any different? I trust you’ve all been downtown Fargo. You have your established, classically built, brick building on the outside and your hip, contemporary, modern brushed steel architecture on the inside; exactly where our target market likes to hang out. To our target market, the FM Opera is that established structure and Fairly Modern Order is the doorway to the new and innovative productions the FM Opera has to offer. With that said, the FM Opera would begin by making one of its main productions consistent with the interests or worries of the target market. Consistent with the values of the Fairly Modern Order. Just as our target market is attracted to the innovation and modernism inside downtown Fargo buildings, they will be attracted to the contemporary and relevant productions that FM Opera puts on. For augmented products ...create a more user friendly website, we want it to be appealing to all ages, not just our demographic in the sense that it is clean and simple and easy to navigate. on the more technical side of the website we recommend Utilizing meta tags in the coding of the website -- this is important because it will make your website easier to find online and open to related searches An additional and just as important augmented product is the recognition these member would recieve at FMOrder events, such as the opera, they could have a specific area that members only can sit in and before the show the director if willing/able could come out and speak with them and thank them for their support.
- Logan BLUE OCEAN Is a social gather event group that coincides with the Fargo Moorhead Opera; Making connections with other FM companies and events: Fargo Brewery ,Hodo, Avalon, Creatively Uncorked
- Jordan/dan analysis of current brand and what it should be Our target market is young. It is the generation Xs, the generation Ys, the millennials. It is a target market that concerns itself current events. It seeks answers for social justice issues and believes in the good of society. It is a target market that greatly values innovation. It thrives on state of the art technology and listening to the most up-to-date music. Why should their taste in performing arts be any different? I trust you’ve all been downtown Fargo. You have your established, classically built, brick building on the outside and your hip, contemporary, modern brushed steel architecture on the inside; exactly where our target market likes to hang out. To our target market, the FM Opera is that established structure and Fairly Modern Order is the doorway to the new and innovative productions the FM Opera has to offer. With that said, the FM Opera would begin by making one of its main productions consistent with the interests or worries of the target market. Consistent with the values of the Fairly Modern Order. Just as our target market is attracted to the innovation and modernism inside downtown Fargo buildings, they will be attracted to the contemporary and relevant productions that FM Opera puts on. For augmented products ...create a more user friendly website, we want it to be appealing to all ages, not just our demographic in the sense that it is clean and simple and easy to navigate. on the more technical side of the website we recommend Utilizing meta tags in the coding of the website -- this is important because it will make your website easier to find online and open to related searches ee An additional and just as important augmented product is the recognition these member would recieve at FMOrder events, such as the opera, they could have a specific area that members only can sit in and before the show the director if willing/able could come out and speak with them and thank them for their support.
- Our promotional ideas for the FM opera and the FM order are to for Online promotion Adwords is a cheap and easy to understand advertising system set up by google that can cost less than a dollar a day! Google provides extension help in setting up adwords accounts and in building your ads. Also for online promotion we feel using more frequently the FM opera twitter page and facebook pages will help you better connect with the target market, there is also advertising offered by both of these social media sites which are cheap and simple to use with step by step instructions, even my mother who struggles with texting still was able to set up an advertisement with facebook. For printed promotion were think that this is where most advertising money is wasted, maybe one or two small ads in the fargo forum near show time will be beneficial and hanging up flyers downtown like a lot of other performing art shows in the area do would be a inexpensive way to advertise. However we feel that radio and billboards are not getting the necessary return on investment. our brand awareness for the FM opera will include banners outside and inside of performance halls, one thing we all noted when we attend the events is that it was difficult to locate where the opera was or that it was event separate from the school and the employees should be wearing consists colors or outfits such as personalized button downs with the FMOpera logo. a minor form of guerilla marketing that we think would be beneficial is consistent business cards, etched mugs/pints at the supporting organizations bars. .
- Lewis be more descript in the location ie stage at island park, reineke theater,
- To implement this plan it must first begin with Opera employees. this will not be a simple task. but you must first find your base group of organizations. we recommend groups like the Fargo Brewery, Creatively uncorked, and the Hotel Donaldson, all higher class organizations. from here. it will be important to use the advertising strategies we’ve stated to share this new idea. Start out with a fee for members this could partially go to supporting the FMOpera and the FMOrder advertising. after the base organizations are established and the FM order is catching on; gaining members allow for other organizations to join the group for a fee. By applying our marketing strategy and blue ocean plan we hope that the FMOpera will be able to increase attendees and donors through the integration of other high class organizations and events in the FM area.
- Very nice dan
- Gala-like events at venues that would be frequented by Fairly Modern Order: maintain a similar structure to your typical gala events but apply it to Fairly Modern Order crowd at hip venues.
- Combined primary and secondary markets 71.48% marketshare (25%FMCT rev & FMO rev); 1.1% growth/yr (CensusBureau-Rev); donors~14% of TR & attendees~25% in ‘12 only the demographic (Age and Bachelors degree) not psychographic;