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    AWC Presentation

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    John Theodore Gobble III
    The SWOT analysis identifies the August Wilson Center's strengths as its offerings and location, but weaknesses include poor marketing and a tight budget. The target market is identified as women aged 25-34 in Pittsburgh who enjoy the arts. The advertising campaign aims to rebrand and "rediscover" the Center through a new logo, tagline, and emphasis on social media and a dedicated membership page to drive purchases and engagement. The total budget is $58,965 with the goal of increasing memberships by 250% for a return on investment of 29%.

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    AWC Presentation

    Uploaded by

    John Theodore Gobble III
    74 views29 pages
    The SWOT analysis identifies the August Wilson Center's strengths as its offerings and location, but weaknesses include poor marketing and a tight budget. The target market is identified as women aged 25-34 in Pittsburgh who enjoy the arts. The advertising campaign aims to rebrand and "rediscover" the Center through a new logo, tagline, and emphasis on social media and a dedicated membership page to drive purchases and engagement. The total budget is $58,965 with the goal of increasing memberships by 250% for a return on investment of 29%.

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    AWC Presentation (1)

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    The SWOT analysis identifies the August Wilson Center's strengths as its offerings and location, but weaknesses include poor marketing and a tight budget. The target market is identified as women aged 25-34 in Pittsburgh who enjoy the arts. The advertising campaign aims to rebrand and "rediscover" the Center through a new logo, tagline, and emphasis on social media and a dedicated membership page to drive purchases and engagement. The total budget is $58,965 with the goal of increasing memberships by 250% for a return on investment of 29%.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    74 views29 pages

    AWC Presentation

    Uploaded by

    John Theodore Gobble III
    The SWOT analysis identifies the August Wilson Center's strengths as its offerings and location, but weaknesses include poor marketing and a tight budget. The target market is identified as women aged 25-34 in Pittsburgh who enjoy the arts. The advertising campaign aims to rebrand and "rediscover" the Center through a new logo, tagline, and emphasis on social media and a dedicated membership page to drive purchases and engagement. The total budget is $58,965 with the goal of increasing memberships by 250% for a return on investment of 29%.

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    You are on page 1of 29

    The Rediscover Culture Campaign

    John Gobble Ericka Watkins Janine Bonilla Dan Mccarthy

    SWOT Analysis
    Strengths They have a lot to offer (event/catering services, classes, auditions, performances, art exhibits and concerts. Great location in the heart of the city, around the Cultural District and near hotels and busy restaurants. Quality entertainment/activities Dedicated to a very important cause and important figure in Pittsburgh (playwright August Wilson). Reputation Cheap memberships Weaknesses Very little to no marketing for all of their services such as acting/dance classes and venue services. No membership page on their website potential members must call AWC to order a membership. No membership ads. Very tight budgeting for everything. No consistent way of obtaining attendee information therefore no solid relationship with any attendee. Too many types of memberships No mission/lacking relevance Small Staff Negative image of August Wilson Narrow-minded

    SWOT Analysis
    Opportunities Create fun and easy ways for those who attend an event at AWC to provide their contact info and other feedback. To make a membership page on the website where a membership can be purchased anytime, anywhere. To become an effective and involved part of the Pittsburgh Cultural District. Using social media as an interactive and affordable way to reach target. Collect contact information Good Area Pittsburgh is boring/young people dont always want to drink at clubs Advertising Growth Mass transit Threats Other theaters in the Cultural District are competing for attendance. People may already have memberships to other theaters. Not enough followers on social media platforms. Other events happening in the city (especially sports!) Parking Sports Misconception

    Target
    Our target market is 25-34 year old females, who are fans of the arts and are familiar with the cultural district enough to purchase a membership to the August Wilson Center for African American Culture. The Pittsburgh population of women aged 25-34 is 12.87% or 38,030 women.

    Target
    Name: Mara Age: 27 Occupation: AD Sales Associate Resides: Lawrenceville, PA Hobbies: Dance, singing, and theater. Loves Hip-hop and R&B, and enjoys sculpting as well.

    Advertising Objectives
    Selective Demand Direct Action

    Advertising Objectives (Continued) Advertising Pyramid (Continued) Conviction Desire

    Advertising Objectives (Continued) Advertising Pyramid Awareness Comprehension

    Advertising Objectives (Continued) Advertising Pyramid (Continued) Action Purchase Behavior

    Objectives and Strategies


    Objective:
    Use an advertising campaign that is designed to increase membership at AWC

    Strategy:
    Use a combination of low priced media in an effective way to entice our target market to purchase memberships Our group wants to maximize the effect of the advertising to insure that it reaches everybody in the target market that we intend it to

    Budget
    AWCs total revenue for 2010 was $4,860,798 Based on the notes, it seemed that 3.0% (of revenues or sales from 2010) was an appropriate amount to spend on advertising. Therefore, it can be assumed that the AWC should spend approximately $145,900.

    Media
    Dedicated Membership Page
    augustwilsoncenter.org/memberships

    Facebook and Twitter Playbills Direct Email Posters


    FedEx Office

    Media

    Media

    Media

    Media Impressions

    The Big Idea


    Rediscover Culture - The AWC is being rediscovered and rebranded to bring it up-todate for our target and to be more accessible for them. The rebranding campaign means a change in the logo, tagline and most media.

    The Big Idea - Logo


    The logo uses the same A as in the original logo because it has significance to those who are already familiar with AWC. Shortening the logo s name to AWC abbreviates the title making it a more friendly language for the tech-savvy target group. It is the A that is the focal point and that is the essential part of the logo. Not only does is represent the name of the person who the theater is named after but it is also a symbol of the very place itself. Black is used for simplicity and timelessness as well as the font Onyx which best compliments the AWC A.

    BEFORE

    AFTER

    The Big Idea - Tagline


    Rediscover Culture
    - Represents the renovation of AWC - Means it s a fresh new start - Establishes the fact that they are also a part of Pittsburgh culture - Suggests that culture is being somewhat muddled and to rediscover or gain a new perspective of it

    Membership Page
    The new membership page address will be: www.augustwilsoncenter.org/memberships It includes a menu of all the membership levels and the benefits that come with them. The price for each membership. An option provided by PayPal that will allow the viewer to purchase a membership at any time. Special offers having to do with QR codes on the posters. Links to all social media portals. Member spotlight: A short paragraph written about a current member and their experience with AWC, updated on a weekly basis.

    Social Media
    Currently AWC is linked to Facebook, Twitter and YouTube.
    Facebook/Twitter: Will be updated daily and often present questions and discussions to engage viewers and friends to get involved intellectually with AWC. Also there will be special offers and promotions provided through Facebook. YouTube: Presents exciting opportunities to view auditions, monologues, and singing on their own AWC Youtube Channel. There can be contests and giveaways that directly involve the YouTube Platform.

    Direct Mail
    Direct mail will be categorized by two types:
    Members Subscribers It will include updated pamphlets, flyers, coupons, and any other promotional material that caters to the current events at AWC. It will be sent on a monthly basis.

    Playbills

    See Visuals!!

    Posters

    See Visuals!!!

    Cornerstones
    Membership Web Page Landing Page for all other touch points $4000 to design and $325 per month to maintain 8 memberships per month plus survey feedback
    http://www.designquote.net/html/dq_estimate_wizard.cfm http://www.normely.com/

    Pittsburgh Cultural Trust Playbills $23,880 for more than million playbills Embedded QR Code 25 memberships per month
    http://www.culturaldistrict.org/assets/1932/FINAL_Rate_book_11.pdf http://www.culturaldistrict.org/assets/256/RateCard_10-11_Season.pdf

    Other Touch Points


    Social Media: Facebook and Twitter Already have a dedicated employee Social Media Strategy Audit and Coaching Sessions $24,000 budget amount could decrease 26 memberships per month
    http://mackcollier.com/so-how-much-will-a-social-media-strategy-cost/

    Other Touch Points


    Direct Email: ConstantContact.com Existing database 5,001-10,000 emails per month 1 Membership per month is still a value at $52.50 per month cost
    http://www.constantcontact.com/email-marketing/pricing/index.jsp

    Media Flow Chart

    Budget Summary
    Last year AWC did $30,352 in memberships Propose a 250% increase to $76,000 Advertising Budget of $58,965 Return on Investment = ($76,000 - $58,965)/$58,965 = 29%

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