ehs presentation
DESCRIPTION
TRANSCRIPT
IMC CampaignsFall 2008
Cyndi Jennings, Cecilia Martinez, Daphne Sierra, Ricki Williams,
and Emily Wilson
Our goalTo increase the audience number by 200
people per night of Nights of Broadway reaching their auditorium’s maximum capacity to 530 people by creating an advertising campaign that would create awareness of the production among the community.
ProblemLow attendance to their performances.Needs to implement signing to find the
auditorium.No advertising outside of the high school.Only targeting E.H.S. students, faculty, and
parents.Promotion through word-of-mouth.
Four pillarsResearchPlanningCommunicationEvaluation
ResearchPrimary Research:
E.H.S. website [www.easttheatre.com]First meeting with client
Secondary Research:The New York Times article
“performed better in six categories of literacy and critical thinking skills than did students who were not in the program.”
National Endowment for Arts Gave us the idea for the middle school demographic
ResearchSecondary Research (cont’d)
The Wichita Eagle articles October 20, 2008:
Gave us the idea for the older demographic October 22, 2008:
Showed us the importance of arts in the communityWe sent a survey out to USD 259 Theatre Dept.
teachers. We received two surveys back. Showed us how their successes and failures in
advertising which help us in picking the mediums to use in our campaign.
SWOT analysisStrengths:
Quality of the production is high.Variety of performance: 26 songs from 23
different musicals.Parents and family members of students acting
will always attend the productions.
SWOT analysisWeaknesses
Lack of signing from the parking lot to the auditorium navigating the audience to the theatre.
Lack of any sort of marketing and advertising efforts.
Boundaries to target only specific groups.
SWOT analysisOpportunities
The popularity of Disney's High School Musical can drive attendance to the performance.
The articles about E.H.S. auditorium in The Wichita Eagle and The College Hill Commoner published weeks before the performance spotlighted the theatre.
The bond issue supporting sports and fine arts in Wichita was passed weeks before the opening of the production. This shows that there is interest in the arts in Wichita.
SWOT analysisThreats
The high cost of advertising the show in the mass media.
The lack of interest from high level authorities of middle schools in the area.
The lack of interest from middle school students in arts.
The assumptions from adults who think that high school productions are not of high quality.
PlanningOur client, Derrick Gronewold, wanted to
reach a broader audience.Target Audiences:
Middle School StudentsWichita Artsy AdultsWichita Older AdultsCollege Students
PlanningMiddle School Students:
Particularly those who would be attending E.H.S.
Interested in the International Baccalaureate (I.B.) program
The schools to be reached were: Robinson Middle School Mead Middle School Jardine Middle School.
PlanningWichita Arsty Adults:
Defined as people that enjoy and appreciate the arts
Easily drawn to watch this theatre production.
PlanningWichita Older Adults:
Defined male and female adults within the age group 35 to 55 years old.
Enjoy watching theatre productions.
PlanningCollege Students:
Students attending Wichita State University, Friends University, and Newman University
Currently enrolled in theatre or musical theatre classes
PlanningStrategy, Tactics,
Messages, and Themes:Middle School
Students: Inspiration from
Disney’s High School Musical
Special Wednesday night performance
Students free with paying adult
PlanningStrategy, Tactics,
Messages, and Themes:Artsy Adult
Mature flyer Final Friday on October
31, 2008 Naked City Article
PlanningStrategy, Tactics,
Messages, and Themes:Older Demographic
B98 Make a Difference Mondays
PlanningStrategy, Tactics, Messages, and Themes:
College Students: Wanted to meet with students enrolled in theatre or
musical theatre classes at WSU, Newman, & Friends Extra Credit Opportunity
BudgetNo higher than $1000No financial problemsHow spent:
500 semi-gloss postcard fliers, four-colors (250 per design) for a total of $76.
The radio package – Make a Difference Monday plus commercials throughout the week of the performance– for a total of $480.
CommunicationMiddle School Students:
Held assembly at Robinson M.S. November 17, 2008
8th graders attendedBrought three acts from Nights of BroadwayPromoted the production
CommunicationWichita Artsy Adults
Attended Final FridayPromoted the showHanded out mature flierWent to Open Mic Nights at art gallery
CommunicationWichita Older Adults:
B98 Make a Difference MondaysDemographic of station 31-54 years oldGronewold and musical director went on air
November 17 at 8:00 a.m.Brought singers from production
CommunicationCollege Students
Sent e-mails out to professorsNo responseWent to campuses and posted the fliers
CommunicationFinal Communication
Two articles in The Wichita Eagle E.H.S. falling apart Allocation of money for the arts
The College Hill Commoner Bond Issue
EvaluationRobert Kendall (Public Relations Campaigns
Strategies, 1992) Evaluations of a campaign strategy are
measurements of: Goal achievements Results Improvements of some kind.
The three steps:in-process evaluationinternal evaluationexternal evaluation.
EvaluationIn-process Evaluation
Distributed fliers on Final FridayDistributed fliers at RobinsonBoth a success: increased awareness of E.H.S.
EvaluationInternal Evaluation
Each team member worked hardDocumentation of processFeedback: our client was happy!
EvaluationExternal Evaluation
Questionnaires distributed Handed out on Thursday and Saturday Received 75 filled out
Observation Sold out Friday and Saturday night
Pre-ordering tickets assisted in success
Final SuggestionsKeep in contact with Robinson Middle SchoolTry to persuade Jardine and Mead Middle
SchoolsGuerilla Marketing for artsy adultsTicket selling contestContact universitiesBond Issue passing:
Keep musicals in bigger auditoriumFix-up the theatre
Survey results
How did you hear about the performance of ‘Nights of Broadway’?
Survey results
What could East High School
theatre department do to get you to
come back for another
performance?
Survey resultsWhat is your age?0-13: 2 people
14-18: 12 people
19-30: 4 people
31-54: 39 people
55-70: 13 people71 & up: 4 people
Survey ResultsThis is the total number of people who attended each night.Wed: 28 peopleThurs: 160 peopleFri: 530 peopleSat: 530 people
Daily Log: SeptemberDate Description
Tues. 09-23-08 •Discussed plan for the project.
Thurs. 09-25-08•First meeting with client.
•We figured out what the client wanted out of our campaign.
Tues. 9-30-08 •Brainstorming how to incorporate our client’s ideas from meeting into
overall campaign.
Daily Log: OctoberDate DescriptionThurs. 10-02-08 •Brought potential ideas for graphic and copy for flier.
•Also talked about research and planning.
•Meeting with Robinson (our middle school target) to figure out when to meet and talk to their students.
Mon. 10-06-08 •Meeting with B98 radio station to figure out the specifics of the interview and commercials and also finalize.
Tues. 10-07-08 •Talked about The Love of Oranges that we saw over the weekend.
•Brought rough draft copies of flyer design and body copy for middle school demographic and artsy/older demographic.
Thurs. 10-09-08 •Wrote up presentation for our client.
Tues. 10-14-08 •Second meeting with client. Discussed our ideas and goals for the project campaign and sought approval from the client.
Tues. 10-21-08 •We assigned all of the team members’ research components that needed finalization.
Sun. 10-26-08 •Meeting to finalize fliers.
Tues. 10-28-08 •Set goals for the future of this campaign. Presented to the class our progress on the campaign.
Fri. 10-31-08 •Going out to Final Friday to hand out fliers for our “Artsy Adults” target.
Daily Log: NovemberDate Description
Mon. 11-10-08 •Third Meeting with the client. Discussed how Final Friday went as well
as talking about how he fits into the implementation process. Mande
Braden interviewed Gronewold for the Naked City article.
Mon. 11-17-08 •We went to Robinson Middle School. We promoted the show and had
some of the artists from E.H.S. to sing a few songs from N.O.B.
Gronewold spoke on “Make a Difference Monday.”
Wed. 11-19-08 •Last Dress Rehearsal. Middle-school night. 28 people.
Thurs. 11-20-08 •Opening of Nights of Broadway performance. 160 people.
Fri. 11-21-08 •Nights of Broadway performance. 530 people. SOLD OUT!
Sat. 11-22-08 •Nights of Broadway performance. 530 people. SOLD OUT!
PicturesRicki and
Cyndi awaiting surveys at the Friday night
performance.
Our client, Derrick
Gronewold a.k.a ‘G’.
Pictures
Friday night audience. SOLD OUT!
Pictures
Nights of Broadway
Pictures
Bibliography1. Kennedy, Randy. “Guggenheim Study
Suggests Arts Education Benefits Literacy Skills”. The New York Times. Jul. 27, 2006.
2. National Endowment for the Arts. “Effects of Arts Education on Participation in the Arts.”
3. Tanner, Beccy. “Tough Choices for City of Wichita: Who will get arts funding?” The Wichita Eagle. Oct. 20, 2008.
4. Wistrom, Brent D. “Art Museum Gets Biggest Slice of City Pie.” The Wichita Eagle. Oct. 22, 2008.
THE END!