columbia college chicago dance center- final marketing presentation

Marketing Principles 28-6100 Professor J. Dennis Rich

“Increase Columbia student attendance for The Presenting Series at The Dance Center”

Ultimate Goal

Situational Analysis(PESTEL, SWOT, Competitive Analysis)

PESTEL (Economic, Social/Environmental, Technological)

Economic

• Existing financial burdens for students but Columbia students are willing to spend money to be entertained

• Leisure spending is largely uninhibited

• Issue may not be the cost of the ticket

Evidence

Columbia College Chicago's average financial aid package for incoming freshmen is $16,038. Approximately 80% of incoming students receive some form of financial assistance, the majority of which is in the form of scholarships and grants. [1] An overall best-case average net price of

attendance is $31,587, putting Columbia College Chicago well above the national average of price $21,302. [2]

[1] “Columbia College Chicago – Financial Aid,” http://www.collegefactual.com/colleges/columbia-college-chicago/paying-for-college/financial-aid/ (accessed September 20, 2014). [2] “Columbia College Chicago – Net Price,” http://www.collegefactual.com/colleges/columbia-college-chicago/paying-for-college/net-price/ (accessed September 20, 2014).


Social / Environmental

• Previous audience exposure The complete lack of exposure to contemporary modern dance is a factor and could affect a significant amount of Columbia’s student population, particularly non-dance students.

• Decision makers in the group Usually female*

• Availability of time 69% of students surveyed in colleges.niche.com rated the manageability of work as above average," which can mean that students have more leisure time to go out and enjoy events like those at the Dance Center.

Evidence: "Columbia College- Statistics." Niche.com. https://colleges.niche.com/columbia-college-chicago/statistics/ (accessed September 25, 2014).


Technological

• Based on our observation of the website, there is a wealth of information provided, the web presence seems to fail to communicate to Columbia students.

A. Lack of mission statement B. Not user friendly C. Not direct or clear access to social media

• Technology may prove to be one of the greatest tools for reaching all of the target audiences identified.

Social Networking Fact Sheet." Pew Research Center's Internet American Life Project RSS.http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/ (accessed September 26, 2014).

Evidence: 74% of online adults use social media with the largest percent of users falling in the 18-29 year old category with 89%.

SWOT Analysis

Strengths

• Recognized nationally and regionally as one of the top dance presenters – (2nd to BAM)

• Dance Center has a student dance organization

Used as an asset to further promote The Presenting Series

• High quality venue and services

Intimate environment

SWOT Analysis

Weaknesses

• It would appear there is a disconnect with engaging student population

• Physical location is understated

• Needs clarification between The Dance Department and The Presenting Series

SWOT Analysis

Opportunities

• Promotion and engagement with other Columbia students and departments

SWOT Analysis

Threats

• Other off campus activities

• Other campus activities

Competitive Analysis

Awareness

• Being on the student radar to then compete for campus-wide awareness

Attention

• Keeping students updated on The Presenting Series activities

• Promotion/branding awareness


• Amount of students on-campus vs. commuters

Students in college housing: about 18% total (68% freshman)

Students living off campus: about 82%

• Student Population: 10,783

• Undergraduate Population: 10,310

Demographic

Source: http://www.forbes.com/colleges/columbia-college-chicago/


Social Media Presence

• Needs a stronger social media engagement

Competition

• Beyond other dance companies, we need to look at other leisure activities

Social Media Presence Competition


Defining StrategiesProduct, Price, Distribution,Promotion

Goal Tree (Goal – Increase Columbia student awareness and attendance)

Objective 1 – Rebranding

• DefinitionThe Dance Center vs. The Presenting SeriesUsing that language consistently

• Vision and missionWeb content

• Social MediaWeb design

Objective 2 – Increase Awareness

• Creative CommunityStudent Street Team (personal selling)Bring-A-Friend CampaignConvocation/Orientation ProgrammingNetwork through R.A’s

• Department IntegrationDance Ambassadors

Contact professors

• Social MediaConsistency in posting

Creating engagement

Objective 3 – Ticket Sales

• Pricing and PromotionSwag/Incentive Marketing

Partnership

• Distribution ChannelsSocial Media

Online box office, direct marketing

Outside sales

Product Contemporary dance provided by the dance center

Problem One

Majority of target segment are aware of The Dance Center but unaware of The Presenting Series

• Language The Dance Center is using is confusing

• The Dance Center is the place, not the product


Problem One

Majority of target segment are aware of The Dance Center but unaware of The Presenting Series

Solution

Differentiation between The Dance Center and The Presenting Series

• Choose one name and be consistent

Highlighting “The Presenting Series”, title should lead with the product (The Dance Center is the location)

• Create more awareness about The Presenting Series

• The Presenting Series to be positioned as a form of entertainment

• Increase understanding of The Presenting Series


Problem Two

Individual companies are not marketing their show at The Dance Center

• Companies must promote the show on their individual platforms

• Get visual and promotional materials from the companies

• Create consistency in promoting performances in The Presenting Series, no matter the contract type

Solution


Problem Three

Website

• Website design

• Update and clarify the mission statement

• Use consistent vocabulary (The Dance Center vs. The Presenting Series)

• Create the opportunity for students to purchase tickets on the website

Solution

Prices / Ticket Sales

Problem

Student ticket prices are too low

• Since there is no awareness, now may be the time

and the only chance to do this

• Why? Current price lowers the perception of value

• Evidence – price wasn’t a major factor in leisure

activities

Prices / Ticket SalesProblem – Student ticket prices are too low.

Solution 1/3

• Students don’t know the value of the current student ticket price

No previous reference regarding ticket price

Enhances perception of value

Raise student ticket price


Solution 2/3

• Pricing Recommendations: Tiered-Pricing based on the day of the show: Thurs.=$30 for center, $25 for L & R Fri. = $35 for center, $30 for L & R Sat. = $40 for center, $35 for L & R

• Student flat rate: $15 – direct competition of other professional performances in the area, average student price ticket ($15-$25)

Price increase would be beneficial because anything that has costs could be offset by an increase in the price that they’re raising.

• $5 is too low for students because it’s not valued high enough, whereas $15 makes them feel like they’re investing their money and time into something that matches in value. Also many students don’t currently know of the low $5 price as well as the high rank, and therefore both can be increased in its offering.

Tiered pricing


Solution 3/3

• Dance students are a different segment

• Friends must not be in the Dance Department

• All students must have IDs

• Insert Oasis ID list in Tessitura

“Bring a Friend” Campaign

For currently enrolled Dance Department students - $5

Distribution (Of Tickets)

Problem

Ticket Sales

• Students can't buy online, can only buy at box office location during their hours

• Can’t reserve discount tickets online

• Aiming to make it as convenient as possible for students to buy physical tickets

Creating additional locations to purchase tickets (i.e. bookstore). Protocol in place to check student IDs

Possible Solutions

• Increase locations for physical ticket sales (Bookstores, Dorms and Lounges)

Promotion

Problem One

Lack of Visibility

SolutionMinimal

• More posters be hung around campus

• E-mail blasts, The Haps, etc.

• Columbia Radio broadcasting

• Ambassadors

• Table tents in library and local restaurants to promote The Presenting Series at The Dance Center

Promotion

Problem One

Lack of Visibility

SolutionOptimal

• Window displays @ 618 S. Michigan

• TV advertisements (frequency TV)

• Creating a chalk footprint artwork (i.e. ballet shoes) that walk in the direction of the The Dance Center

• Advertise in Publications:

Echo

Chronicle

Promotion

Problem Two

Lack of promotions at Orientation

Solution

• Include campus tour

• Booth

Printed materials

Merchandise

• Ambassadors

• The Dance Center representatives

Promotion

Problem Three

Social Media

Engagement of posts

• Current posts are primarily advertising upcoming performances for The Presenting Series at The Dance Center

Therefore does not engage students in commenting or sharing of posts

Promotion

SolutionMinimal

• Focus on only Facebook and YouTube

• Create a Blog through Tumblr:

Link blog posts to social media Updated by student ambassadors and interns: Include articles, photographs, behind the scenes, artist biography, reviews, etc.

Problem Three

Social Media

Engagement of posts

Promotion

SolutionMinimal (continued)

Problem Three

Social Media

Engagement of posts

• Implement a schedule for all social media posting • Increase interaction with posts that:

Creates conversations: Ask questions / Contests / Polls / Survey / Broaden content Fun Facts Links to The Presenting Series calendar/ keep up-to-date

Promotion

SolutionOptimal

Problem Three

Social Media

A) Engagement of posts

• Place ads through Facebook and Google

Promotion

Problem Three

Social Media

Ticket sales through Social Media

• Purchasing process is not streamlined

• Posts mention the performance but not where to purchase tickets

Solution

• Include link to “Click here to purchase tickets” under photographs and videos

Implementation

Implementation

Problem• There is currently no one who consistently updates the social media platforms or create a promotional atmosphere for The Presenting Series at

The Dance Center to connect with students on campus.

• The Dance Center is understaffed for these suggestions to be executed

Solution

• Internship possibility: Students will be able to receive school credit and/or add to resume

• The internship can be yearly, but students will have the option to commit for one semester

• Supervisor:

Managed by a Business and Entrepreneurship graduate student, with a single faculty member that overlooks the Graduate Assistant that is

chosen. The Graduate Assistant would manage the internship as well as the interns, and be charge of the hiring process as well.

A Dance Center Staff member manage interns.

Assemble a team of student workers.

Implementation

Main Goal

• Create opportunities for students, with hands on experience:

This could give students more knowledge about The Dance Center to better spread the word to friends, around campus, etc.

• Promote The Dance Center as a whole, including the product, which is The Presenting Series

The goal is to present a brand ambassador program for The Dance Center to:

Implementation Types of Internships that would be available to students (no matter what department they are from):

Social Media Intern Duties will include:

• Press Releases (coordinate with PR director) • Compile content for advertising placement:

1. The Columbia Chronicle 2. WCRX Radio 3. Frequency TV 4. Echo 5. Department blogs

• Manage all social media platforms for targeting students • Research analytics, and other important information dealing with other departments (for in-class PSA’s and

other collaborations) • Liaison between the professors and students


Film and Video Intern Duties will include:

• Photograph and take video for the different The Presenting Series and The Dance Center happenings

• Making films for social media usage (mini trailers)

• Capture student engagement at different events

• Create visual presentation for Dance Ambassadors to present in classrooms to students

Graphic Design Intern Duties will include:

• Developing digital materials for social media and print design for analog

• Coordinate with social media intern


Dance Ambassador Duties will include:

• Visiting undergraduate classrooms to spread information about The Dance Center

• Cooperating with interns for assignment

Ambassadors

Target Audience:

• Faculty Members

• Resident advisors

• Department Chairs

Preparing for

2015

Timeline of ExecutionSpring 2015 Fall 2015

• Website ContentInclude/edit missionAbility to purchase student tickets onlineCreate blog

• PromotionSocial Media:

Begin engaging students in dialogueCross reference blog

PostersRadio BroadcastingE-mail blasts/ The Haps

• DistributionTransfer Student Orientation:

Have a boothHand out promotional material The Dance Center has on hand

• Personal Selling

1 Intern - focus on social media1- 3 Ambassadors

• TicketsIncrease student prices

Incorporate tiered pricingCreate ability for physical ticket sales across campus

• Distribution/ promotion

Evaluation Methods

1. Surveys on student attendance and awareness conducted once plan is put in motion (2015)

2. Google Analytics to track how a ticket purchase was made

Box office (other ticketing locations) collects data and inputs it into Tessitura

3. Social media engagement, likes and posting

Christina Rodriguez Victoria Salinas

Zanah Thirus Stephanie Toland

Britney Turner Shifra Whiteman

Hongjun Ye Yu Zhang

Michael Anderson Victoria Azzi Emily Backal Vanessa Bell Lamar Brown Bianca Cato

Darrius Covington Santiago Covarrubias

Armond Davis Amanda Gatt Virginia Head Anisa Peraica

Juan Peña Deepa Prasad Adriana Prieto

Betsy Ray