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1 AAD 310: Marketing for the Arts Fall 2011
AAD 310: Marketing for the Arts Organizational Overview and Background
The first step in your marketing journey is to get to know the organization that you will be researching and analyzing. Thus, the first step in the research process will be to investigate the arts organization that your team has been assigned. Your team will compile the results of the research into an organizational overview. Please remember that even though you are compiling information, it is not appropriate to cut and paste information into your document. You must write your own material. The data does not need to be presented in the order as outlined below – it may be easier to track programming, pricing, audience, and promotional strategies data together. It is listed separately below for explanatory purposes only.
I. Organizational History & Mission a. Provide a history of the organization from conception to present including the current
mission statement
II. Products a. Review product offerings from the past five years (or as far back as you can collect data
– e.g. some organizations may only have 2 or 3 years of data). Include temporary exhibitions, collections on display, performances, screenings, lectures, educational programs, etc.
b. For each product area, create an overview that explains the product, type, purpose, frequency, etc. Provide the current year’s schedule of activity. Additionally, if there are significant historic examples, provide those as well.
III. Pricing a. Examine the current price points of program offerings b. Review as much historical pricing data as can be found. Determine any trends in price
increases, decreases, or price stabilization (price staying the same).
IV. Audience a. Identify the current audience for the organization (who is attending?) b. Identify the demographic characteristics (e.g. gender, age, race, income, educational
level) of the current audience
V. Promotional Strategies a. Compile information on how the products are promoted (advertising, public relations,
sales promotions, personal selling)
Note: The organizational overview summarizes rather than analyzes information. The summary of this data will be utilized in analysis during the marketing audit.
2 AAD 310: Marketing for the Arts Fall 2011
Key Resources • Organization Website
o Collect information on: § Programs § Pricing § Promotions strategies (look for press releases, pdf brochures, etc.)
• Google Alert o Set up a Google Alert that will scan the Internet for you and send you an e-‐mail
with any articles that it was able to find on your key words. You can set up an alert with the name of your organization as well as other relevant key words or competitors.
• Media Coverage o Scan local media site (print and broadcast) to find past coverage on the arts
organization. • Informational Interview
o Arrange an informational interview with a marketing staff member from the arts organization. Be honest with the staff member about your purpose (i.e. “I am a student working on a project for class”).
o Out of respect for their time, you will only be able to ask the staff member to have one conversation with your team that is no more than 30-‐60 minutes. Therefore, plan very carefully about what you need to know from them that you cannot find elsewhere. I strongly suggest you conduct all the background research before scheduling the interview.
o Write your questions in advance. o Ask if you can have print materials mailed to you.
Group Project Time You will have some time to work with your group in class on September 2. By this date, you should have already begun your research. Submission • Please submit your work via Blackboard under Assignments • Save your file in DOC format with the last names of the team members and the assignment name:
o last names assignment name.doc o For example, Melissa Jones, Joe Smith, and Casey Walker would save as: Jones Smith Walker
Org Background.doc • The assignment must be submitted before class begins on the due date to be considered on time.
Consult syllabus for late assignment grading policy. Due Date Blackboard Submission: September 7
AAD 310: Marketing for the Arts Competitive Analysis
There are two types of competition: direct and indirect. Direct competition is a business that offers the same product to the same target market. Indirect competition is a company with the same product but with a different target market or the same target market and different product. For the purposes of your plan, you will look at both direct and indirect arts competitors as well as non-‐arts competitors (which, by definition, would be an indirect competitor). You should consider both direct arts and indirect arts competitors as well as non-‐arts competitors (what else is vying for the time and dollars of your target) in your analysis. For each competitor, you will need to provide the following information:
a. Name of competitor b. Location of competitor (address, phone, website) c. Overview or mission of organization d. Description of the competitor’s products (goods and services) e. Pricing information on the products f. Position of product in the market (how does the company try to “sell” the product to the
market? For example, Burger King says its burgers are “flame broiled” – it is differentiating the product from their competitors.)
g. Description of the relevant places (for exhibitions, performances as well as ticketing availability) h. Description of the target market i. Description of the promotion methods used (advertising, sales promotions, personal selling,
and public relations) j. Strengths of the competitor k. Weaknesses of the competitor
Organize your competitive analysis into the following categories so that the plan reads from the key competitors (direct arts) to the less important competitors (non-‐arts):
• Direct Arts Competition • Indirect Arts Competition • Non-‐Arts Competition (You may want to lump areas together here – sports viewing options,
golfing, night clubs, tours, etc.) Why do we do a competitive analysis? A competitive analysis is used to answer the following questions in the marketing strategies portion of the plan:
a. To what part of the market are our competitors trying to appeal to? Can our organization appeal to the same market in a better way? Is there an untapped market that our organization could appeal too?
b. What is the competition's current market share (what percent of the total customer base is theirs)? Can you tap into this share or will you need to carve out your own market niche?
c. What methods of promotion does the competition use? Should we utilize similar methods? d. How does the competition price their product? Will we price our product higher or lower than
the competition? Why? These questions are not answered in the competitive analysis portion of the plan; rather this section is utilized to inform the plan later on.
Competitive Analysis Example Below is an example of how you may structure your competitive analysis. Your team does not have to organize the data in this manner but it should be easily readable and quickly dissectible.
Armstrong Atlantic State Masquers 11935 Abercorn St, Savannah 912-‐927-‐5381 Box Office
www.finearts.armstrong.edu
Overview: The Masquers are a college based theatre company whose audience is made up of primarily students and staff from Armstrong University. Tickets range in price from free to $10. Tickets can be purchased by walk-‐up or mail, no credit cards are accepted. It is one of the few performing arts groups on the Southside and considered to be “student quality” work. Product: College based productions Price: Free -‐ $10 Position: Production value is average, generally conservative plays Place: Tickets can be purchased by walk-‐up or mail, no credit cards are accepted. Performances are always conducted on the Armstrong campus Target Market: Armstrong University college community Promotion: Posters on campus, listings in calendar section of local newspapers, website Strengths: One of the few performing arts groups on the Southside Weaknesses: Considered to be student work and not usually attended by general public
Arts Center of Coastal Carolina 14 Shelter Cove Ln, Hilton Head Island
843-‐842-‐2787 Main Office www.artshhi.com
Overview: The Arts Center is a professional performing arts facility offering plays, musicals, concerts and dance programs aimed primarily at the Hilton Head Island community. Prices range from $24-‐$42. Tickets can be purchased either by phone or walk-‐up. Product: Musicals, plays, concerts, lectures, gallery exhibitions, classes and workshops for children and adults Price: $24-‐$42 Position: High quality professional productions Place: Tickets can be purchased either by phone or walk-‐up. Performance conducted at the Arts Center. Target Market: Hilton Head Island community, upper-‐income, Caucasian, college-‐educated Promotion: Direct mail to subscribers, listings in calendar section of local newspapers, advertisements in local papers, billboard, hotel rack cards, public relations activity to promote media coverage, website Strengths: Strong community support on HHI; Productions are considered by community to have a high production value; Only real choice for theatre on HHI; Beautiful, flexible facility. Weaknesses: Limited target market – only reaching HHI community; no online ticketing
AAD 310: Marketing for the Arts Marketing Audit
Before an organization can successfully plan, it must assess its current environment. This is done through the completion of a marketing audit. The audit includes an examination of both internal factors and external or environmental factors. Internally, an assessment is conducted of both the strengths and weakness of the organization. Similarly, the external environment is considered for opportunities and threats. The SWOT analysis (strengths, weaknesses, opportunities, and threats) is performed early on in the planning stages in order to assist the organization in evaluating the internal and environmental factors that could impact the organization or project. In order to complete the SWOT Analysis, you will need to consider everything you have learned thus far from the Organizational Background and History, the Community Profile and the Competitive Analysis. You may also need to consider other factors. Utilize the SWOT Analysis Consideration handouts as you work to compile your SWOT Analysis. The marketing audit should be written in narrative format (using complete sentences and paragraphs) utilizing the four appropriate subheadings plus an introductory paragraph and a concluding summary. Please format your paper according to the following outline (you do not need a subheading for the introduction or conclusion, nor do you need to include the numbering):
I. Introductory Paragraph a. An explanation describing the marketing audit b. A thesis statement for the marketing audit
II. Strengths III. Weaknesses IV. Opportunities V. Threats VI. Concluding Summary
a. Summarize all of the information in the audit without introducing any new information The completed audit should be 3-‐4 single-‐spaced pages. A sample marketing audit has been uploaded to Blackboard. Submission • Please submit your work via Blackboard under Assignments • Save your file in DOC format with the last names of the team members and the assignment name:
o last names assignment name.doc o For example, Melissa Jones, Joe Smith, and Casey Walker would save as: Jones Smith Walker
SWOT.doc • The assignment must be submitted before class begins on the due date to be considered on time.
Consult syllabus for late assignment grading policy.
AAD 310: Marketing for the Arts Final Marketing Research Project
As the final element of your group project, your team will work together to take each research section, revise it and integrate it into one plan. Content Each section of the plan, please complete the following steps for the final project:
q Revise and correct each section according to the comments provided to the group q Each section should include an introduction with a thesis statement and a conclusion q Review grading rubric to revise accordingly
The following elements of the marketing plan should be included in this order:
q Cover (could be compelling image, logo, name of company, etc.) q Credit Page (name of team members, class information, date, etc.) q Table of Contents q Organizational Overview q Community Profile q Competitive Analysis q Marketing Audit q End notes (different than the bibliography – endnote list in numerical order the sources you quoted or
paraphrased. Use Turabian style for citation formatting.) q Bibliography (in alphabetical order. Formatted Turabian style) q Photograph Credits
Layout and Formatting Appearance is crucial to the final project. Your final submission should incorporate visual elements including photographs, tables and/or graphs to highlight information. Your final project should include:
q Be formatted in a way that is easy to read. Utilize white space, color, a consistent amount of text on each page, etc.
q Header pages for each section q Page numbers q Photographs
o Should include captions if necessary to understand inclusion of photography o Must include credits for photographs either with each image or as a final page in the project with
the title “Photograph Credits” q Tables
o Should be titled with the word “Table” followed by a number and then a name. For example: Table 2. Demographic Characteristics of Fayette County by Household Income
o References to tables in the narrative should utilize the Table number (e.g. As illustrated in Table 2…) as opposed to referring to its location (e.g. As illustrated in the table below…).
q Graphs o Should be titled with the word “Figure” then a number and then a name. For example:
Figure 4. Demographic Characteristics of Fayette County by Ethnicity o References to tables in the narrative should utilize the Figure number (e.g. As illustrated in Figure
4…) as opposed to referring to its location (e.g. As illustrated in the figure below…).
Submission Please submit a final bound version of your Marketing Research in class on the due date. The final version should have a front and back cover and be spiral bound. Please submit your work via Blackboard under Assignments
q Save your file in PDF format with your team’s last names and the assignment name:
o last name assignment name.pdf o Peter Brown, Joanna Jones and Ann Smith would save as: brown
jones smith final.pdf q The assignment must be submitted before class begins on the due date to be considered on time. Consult
syllabus for late assignment grading policy.
AAD 310: Marketing for the Arts Peer Review
Please complete one form for each of your team members. Team _______________________________ Your Name___________________________ Team Member________________________ Rating Scale Select the rating that best describes the overall performance. 5 = Excellent (performance regularly exceeds job requirements; exceptional) 4 = Good (performance consistently meets and frequently exceeds job requirements) 3 = Satisfactory (performance regularly meets job requirements) 2 = Fair (performance sometimes meets job requirements; marginal) 1 = Unsatisfactory (performance fails to meet job requirements)
Teamwork 1 2 3 4 5 Works effectively with other committee members □ □ □ □ □ Open to new learning and feedback without becoming defensive □ □ □ □ □ Problem Solving 1 2 3 4 5 Recognizes and analyzes work-‐related problems □ □ □ □ □ Effectively resolves difficult situations and making decisions □ □ □ □ □ when necessary Accountability 1 2 3 4 5 Displays professionalism in approach to work □ □ □ □ □ Accepts responsibility for all areas of the job □ □ □ □ □ Does not make excuses or blame others for mistakes □ □ □ □ □ Attended all meetings and arrived on time □ □ □ □ □ Follows up with members to ensure understanding and timeliness □ □ □ □ □ Motivation 1 2 3 4 5 Displays a positive attitude in completing assignments and interacting □ □ □ □ □ with others Fosters energy and enthusiasm in others □ □ □ □ □ Motivates team members to cooperate and help each other □ □ □ □ □ Easy to talk with even when under pressure □ □ □ □ □
Work Quality 1 2 3 4 5 Produces accurate and thorough work □ □ □ □ □ Uses time effectively □ □ □ □ □
Planning/Organizing 1 2 3 4 5 Effectively sets and balances priorities □ □ □ □ □ Conducts efficient and effective meetings □ □ □ □ □ Communication 1 2 3 4 5 Communicates oral and written thoughts clearly and effectively □ □ □ □ □ Keeps committee members well informed □ □ □ □ □ Seeks out and understands others ideas □ □ □ □ □ Total (add the scores above) ________/100
Please type your responses to the following questions.
1. Describe how the team member contributed to the group.
2. Describe the team member’s role on the team in terms of team work, problem solving, accountability, motivation, and communication.
3. Explain why the team member deserves the grade that you have listed above.
4. What do you think was the best thing the team member contributed to the team project?
5. What could the team member have done differently to be more successful as a team member?
AAD 310: Marketing for the Arts Promotion Plan
Once you have completed the Marketing Research and Analysis, you can now being to make decisions for the future of the organization. This next step is called the Promotion Plan. The Promotion Plan will be completed individually but is based on group research. Audience Development Objective As the next step in your marketing research, you will create a product that will broaden, deepen or diversity participation for your organization.
• Broaden participation: increase the number of people in the community who are participating in the arts. • Deepen participation: encourage those who are attending to participate more frequently and/or in a
broader range of arts experiences • Diversify participation: encourage specific constituencies (such as children or specific cultural groups) to
participate.
Utilizing the SWOT analysis completed by your group, determine the most significant need for your organization in terms of audience development. Remember: you want to leverage the strengths of the organization, offset or improve the stated weaknesses, take advantage of the available opportunities, and minimize the risk of potential threats. Then, you will create an audience development objective.
The objective that you write should be SMART1: specific, measurable, achievable, realistic, and time-‐based.
ü Specific: Objectives should be clearly stated in terms that make their achievement detailed and concrete. If an objective is specific, we should be able to easy know if it was achieved.
ü Measurable: Objectives should provide measurable outcomes with quantifiable methods of assessment. Rather than stating, “The event will attract a significant number of painting majors” and measureable outcome would state, “The event will attract 40 painting majors” or “The event will attract 20% of all painting majors.”
ü Achievable: Objectives must be achievable. This doesn’t mean that objectives should be easy -‐-‐ they should be challenging but not impossible. For example, an objective stating “We will achieve 100% customer satisfaction” isn’t realistically achievable. A better objective would be “Increase customer satisfaction 12% over the next 12 months.”
ü Realistic: Realistic objectives recognizes factors that cannot be controlled. For instance, it wouldn’t be realistic to expect that personnel in charge of building maintenance could increase customer purchases by 12%. This staff maybe able to assist in the meeting of this objective but they themselves do not have the tools necessary to accomplish this objective. Thus, objectives must be realistic for the department and employees to achieve.
ü Time-‐Based: The final factor for a good objective is that it is time-‐based. Objectives should include deadlines for achievement that help make the objective real and tangible.
Sample objective: § Increase attendance to the museum by people residing in the targeted region (e.g. zip codes:
40511, 40516, 40503) by 12 percent in the next 24 months (broadening participation) Audience Development Objective Format Paragraph overview of how and why you determined your objectives based on the SWOT analysis.
• Identify 1-‐3 objectives based on the SWOT • Put the objectives in bullet format • Make sure that they follow the SMART criteria
1 Peter Drucker. The Practice of Management. 1954.
Target Market Selecting your target market(s) is essential to be able to design solid product and promotional activities. In this section of your plan, you will select the target market(s) that you believe the organization should focus on in order to achieve the objective identified above.
For each target, you should:
• Provide an overview which relate the target to the larger community (use data from your community profile)
• Identify the demographic, geographic, psychographic and/or usage/benefit characteristic • Strengths of the market • Weaknesses of the market • Conclude with a summary that reviews the target recommendations
Target Market Format Paragraph overview of how and why you determined your target markets for the organization. Name of Target (e.g. Young Professionals, Savvy Seniors – feel free to be creative) Paragraph describing how they relate the target to the larger community (use data from your community profile), data from national art attendance research and specific demographic characteristics of the target (gender, age range, family status, race, income and education level) Target Strengths
• Provide a bulleted list of the strengths of the target market (e.g. women are more likely to attend arts events; the age demographic represents 30 percent of the local population; people with college degrees are more likely to attend arts events)
• Typically a target should have 5-‐8 strengths Target Weaknesses
• Provide a bulleted list of the weaknesses of the target market (e.g. there is currently a limited relationship between the target and the organization; current promotional activities are insufficient to reach this potential market; the average income bracket makes them least likely to donate to the organization)
• Typically a target should have 3-‐4 weaknesses Provide a paragraph summation of the target recommendation which describes why this is the best target to pursue for the organization at this time. **Repeat entire sequence if you select more than one target market. You must select at least one but could have up to three. You may also have one Primary Target Market and one or two Secondary Target Markets (secondary markets are important but not where you would put your most resources). Summary After you have completed the above sequence for each target market you wish to pursue, write an overall summary of the recommendations. Product Portfolio In order to achieve the audience development objective and reach the target market described above, you must create a product for your organization. You should describe the good(s) and/or service(s) that will be offered to your customer – it can include a temporary exhibition, a performance series, film screenings, lectures, tours, educational programs, etc. For instance, you may wish to design a performance and then have a lecture, an educational program and a film screening to support the marketing objectives – that is perfectly acceptable.
Your product portfolio should include:
I. Description of the product (be as specific as possible) II. Explanation as to why the product is competitive compared with other products described in
competitive analysis III. Strengths of each product IV. Weaknesses of each product
Product Portfolio Format Write a paragraph overview of how and why you created the following product(s) for the organization. Name of Product Write a paragraph description of each product (be as specific as possible) and an explanation as to why the product is competitive compared with other products described in competitive analysis. Product Strengths
• Provide a bulleted list of the strengths of the product which relate to the SWOT, the competition and the marketplace
• Typically a product should have 5-‐8 strengths Product Weaknesses
• Provide a bulleted list of the weaknesses of the product which relate to the SWOT, the competition and the marketplace
• Typically a product should have 3-‐4 weaknesses
Positioning Positioning is predetermining the perceived value in the eyes of the consumer. Positioning can be accomplished through promotional activities. To be successful, you must decide what your product or service offers that your competitor's product does not and promote it as the unique benefit. Very few items on the market have universal appeal your product or service cannot be all things to all people. However, if you position your product or service properly, prospective purchasers or users will immediately recognize its benefits to them. Positioning Format Write a two-‐paragraph narrative (approx. 250-‐300 words) describing how you will position the product you described in the product portfolio with in the market. Be sure to explain why you have chosen this positioning strategy based on the marketing audit and competitive analysis. Pricing In this section of your plan, you will create a pricing structure for your products from the product portfolio based on market research and financial considerations.
I. Estimate Range Basic marketing strategy is to price within the range between the price ceiling and the price floor. The price ceiling is determined by the market; it is the highest cost a consumer will pay for a product or service and is based on perceived value. In order to determine the price ceiling, you would need to know:
• What is the competition charging? • What is the comparative quality of the product or service you are offering? • What is the nature of the demand? • What is the image you are projecting?
The price floor is the lowest amount at which you can offer a product or service while meeting all the costs. Profitable businesses operate between the price ceiling and the price floor. The difference allows for discounts, bad debt and returns. Nonprofit pricing strategy often take into account contributed income as a subsidy – meaning the product is priced below the price floor with planned contributed income to raise the total income between the price floor and price ceiling.
II. Set Pricing Objective
You should consider what the appropriate pricing objective is for each product: revenue maximization (also called cost recovery) or audience size maximization or price stabilization (status quo).
III. Determine Pricing
Utilizing all the information gathered above select a pricing method, develop the pricing structure, and define relevant discounts.
Pricing Format Write a two-‐paragraph narrative (approx. 250-‐300 words) describing how you will price the product you described in the product portfolio. Be sure to explain why you have chosen this pricing strategy (e.g. audience size maximization) based on the marketing research and the audience development objective. Provide a list or table of the prices outside of the narrative for easy viewing. Make sure to include any discounts you are offering.
AAD 310: Marketing for the Arts Communications Plan
In this final section of the marketing plan, you will work to identify and discuss the communications and promotional strategies that you will utilize to promote your product from the product portfolio. For the purposes of the class, you must create at least one strategy for each type (media buying, database marketing, sales promotion, public relations and personal selling). You may want to use a technique multiple ways (e.g. send four different database marketing pieces) or other techniques.
I. Advertising a. Media Buying
The media buying plan should include a discussion of both print and radio advertising and may also, if appropriate, include television advertising. You need to indicate, specifically, all the publications that you will place print ads in, the size of the ads, the cost, frequency, and timeline. For radio and/or television, indicate what broadcasters you will run spots with, how many seconds are the spots, the cost, frequency, and timeline.
b. Database Marketing Your database marketing plan should consider direct mail and e-‐mail. Your plan should include your company’s transactional and/or customer database as well as marketing databases that you exchange, rent or purchase. Discuss how you will select (and why) transactional recipients (recency of purchase, frequency, amount of dollars, or what was purchased) and how you will select (and why) you will utilize marketing databases. For the databases, decide how many brochures/mail pieces you will send in total, how many times you will contact each person via mail, include a schedule which includes copy deadlines, design deadlines, printing deadlines, mail house deadlines, and dates of customer receipt.
Also, how will you utilize e-‐mail database marketing? Be sure to discuss who will be contacted, how the e-‐mail addresses will be obtained, how you will select recipients (see above), and how frequently you will send e-‐mail.
c. Other Advertising Techniques Consider any other advertising techniques that you will utilize including but not limited to posters, rack cards, billboard, display signs, and point of purchase displays.
II. Sales Promotion
a. For sales promotion, consider any short-‐term incentives that you will offer to encourage purchase. Your discussion must include the target of the promotion, why you want to target them, the objective in reaching out, the communication method for announcing the sales promotion, the specific incentive you will offer to the target, and the timeframe.
III. Public Relations a. Consider how you will integrate public relations techniques into your promotions campaign. This may
include press releases, press kits, calendar reports, interview arrangement, media relations, press conferences, etc. Make sure to discuss who the recipients of these items are and how these outlets relate to your target, how you may tailor your pitch to different media outlets, what the objective is in the contact, and the timeline for distribution/contact.
IV. Personal Selling a. Personal selling should consider any techniques you utilize that is a personal and direct contact with the
target. This may include presentations to specific groups that you believe may be interested in the product, telemarketing, and/or meetings with key decisions makers for purchase. In this part of the plan, be sure to discuss who will be targeted for personal selling (identify specific groups or customers from your transactional database that have specific criteria), discuss why these targets were selected, the objectives for contact, and the timeline for contact, meetings, and presentations.
AAD 310: Marketing Materials Print Advertisement
In the marketing materials section of the plan, you will bring your communications/promotions plan to life. You will create the materials necessary to carry out your promotions plan. The materials should carry a cohesive message throughout and be designed to reach your stated targets and present the stated product position. As the first piece, you will create a print advertisement for a product described in the promotions plan. This should be done in conjunction with the advertising / media-‐buying plan you are writing for your communications plan. The advertisement must be designed to the specifications as indicated by the media-‐buying plan (size, color, etc.). From Communications Plan
a. Media Buying The media buying plan should include a discussion of both print and radio advertising and may also, if appropriate, include television advertising. You need to indicate, specifically, all the publications that you will place print ads in, the size of the ads, the cost, frequency, and timeline. For radio and/or television, indicate what broadcasters you will run spots with, how many seconds are the spots, the cost, frequency, and timeline.
Work on the Advertising section of your communications plan before you design your print ad. Print Advertisement Draft
1. Complete your draft of your print advertisement. 2. Submit your work as a .jpg file to the Discussion Board by Monday, October 31 no later than 10:00 a.m.
EST with: o A 250-‐300 word description of the ad which includes the name of the organization and event and
the identification of your target audiences for the ad. Also, include an explanation of how your design choices appeal to that audience. In this regard, consider the following: Image, Headline, Copy, Layout, Signature, Call to Action, Ad Size, Color(s), and White Space
o A copy of your media buying plan
Peer Review After you have posted your work, review and respond to at least three of your classmate’s postings. In your response, select a minimum of three of the following elements to discuss and respond to the related questions. Your review should be 250-‐300 words for each of your classmate’s postings. Post your review of your classmate’s work no later than Monday, October 31 no later than 11:59 p.m. EST.
1. Image: Is the image effective at capturing the attention of the reader? Why or why not? How does the image relate to the product? 2. Headline: What headline strategy is being used (piquing curiosity, solution to a problem, explaining a benefit)? Is the headline short and snappy? Does it relate to the reader? Is the location of the headline in a place that will draw the reader to read it in relation to the visual? 3. Copy: Does the copy appeal to the “reader’s self” (focused on the benefit to the consumer NOT the benefit to the organization)? Why or why not? 4. Layout: What layout is being utilized (Ogilvy, Z, with Illustrations, Simple Visual, Super-‐Sized, Coupon)? Would a different layout be more effective? 5. Signature: What specific elements are included in the signature of the ad (e.g. company name or logo, phone, website, address, social networking sites)? Where is the signature on the ad? Is the reader naturally drawn to it? 6. Call to Action: Is the ad calling the reader to action? If yes, what action? If no, should it be? 7. Ad Size: Will the ad be effective in its current size considering the other ads/copy surrounding it? Why or why not?
8. Color: Is color being used effectively in the ad? How could the ad incorporate color or reduce color and still be effective? 9. White Space: Is the ad effectively incorporating white space? What could be eliminated to allow for more white space without diminishing the effectiveness of the ad?
Revision Based on the comments from your peers and from seeing the work of your peers, revise your print advertisement. Write a 250-‐word explanation of what you learned from the peer review process and how your work improved. Post the revision response and your revised print advertisement to your original discussion thread. Post your revision no later than Monday, November 7 no later than 11:59 p.m. EST. Final Submission Final submission of your print advertisement will be done with your final promotional plan and marketing campaign on December 9. Print Advertisement Rubric Visual /20 Eye-‐catching/novel /5 High quality image /5 Style of piece fit message /5 Quality of material /5 Text/Typography /20 Effective use of typography (font, spacing, legibility, size) /5 Choice of words/verbiage /5 No spelling or grammar errors /5 Facts correct /5 Layout /20 Overall layout and composition /5
Hierarchy /3 Use of grid /3
Use of space /3 Good flow /3
Effective and complete signature /3 Message /20 Strong and clear message /10
Concise /5 Consistent branding /5 Audience /20 Relevant to target market /10 Call to action /5 Easy for market to respond /5 TOTAL /100
AAD 310: Marketing for the Arts Direct Mail Piece
As the second piece of your promotions portfolio, you will create a direct mail piece for a product described in the promotions plan. This should be done in conjunction with the database marketing plan you are writing for your communications plan. The direct mail piece must be designed to the specifications as indicated by the media-‐buying plan (size, color, etc.). Additionally, the direct mail piece should complement the advertisement that you have already made. From Communications Plan
b. Database Marketing Your database marketing plan should consider direct mail and e-‐mail. Your plan should include your company’s transactional and/or customer database as well as marketing databases that you exchange, rent or purchase. Discuss how you will select (and why) transactional recipients (recency of purchase, frequency, amount of dollars, or what was purchased) and how you will select (and why) you will utilize marketing databases. For the databases, decide how many brochures/mail pieces you will send in total, how many times you will contact each person via mail, include a schedule which includes copy deadlines, design deadlines, printing deadlines, mail house deadlines, and dates of customer receipt. Also, how will you utilize e-‐mail database marketing? Be sure to discuss who will be contacted, how the e-‐mail addresses will be obtained, how you will select recipients (see above), and how frequently you will send e-‐mail. c. Other Advertising Techniques Consider any other advertising techniques that you will utilize including but not limited to posters, rack cards, billboard, display signs, and point of purchase displays.
Work on the database marketing section of your communications plan before you design your direct mail piece. Direct Mail Draft
1. Complete your draft of your direct mail piece. 2. Save your file in JPG or PDF format with your name and the assignment name:
o last name assignment name.pdf o Ann Smith would save as: smith a print ad.pdf
3. Submit your work to the Peer Review Discussion Board by Monday, November 7 no later than 10:00 a.m. EST with:
o A copy of your database marketing plan 4. If your work is not submitted on-‐time, you will be marked absent for the day.
Peer Review After you have posted your work, review and respond to at least two of your classmate’s postings. In your response, discuss each of the eight elements below and respond to the related questions. Use the bold words for each of the elements. Your review should be 300-‐400 words for each of your classmate’s postings. Post your review of your classmate’s work no later than Monday, November 7 no later than 11:59 p.m. EST.
1. Opening: What is on the outside/exterior of the piece? Is it effective at encouraging the recipient to open the piece? Why or why not?
2. Visual Appeal: Are the visuals in the piece effective at capturing the attention of the reader? Why or why not? How does the image/visual elements relate to the product?
3. Target: Based on the information from the piece, what do you believe the target’s wants/needs are? Does the piece effectively address the target’s needs? Why or why not?
4. Headline: What headline strategy is being used (piquing curiosity, solution to a problem, explaining a benefit)? Does it relate to the reader? Is the location of the headline in a place that will draw the reader to read the full piece?
5. Copy: Does the copy appeal to the “reader’s self” (focused on the benefit to the consumer NOT the benefit to the organization)? Why or why not?
6. Offer: What offer is being described? Are all the details of the offer clear? Why or why not? Is the offer relevant to the target market? Why or why not?
7. Signature: What specific elements are included in the signature of the piece (e.g. company name or logo, phone, website, address, social networking sites)? Was the information easy for the reader to locate? How could it be improved?
8. Best: What was the most effective element of the direct mail piece that you will emulate in your own piece?
Revision Based on the comments from your peers and from seeing the work of your peers, revise your print advertisement. Write a 250-‐word explanation of what you learned from the peer review process and how your work improved. Post the revision response and your revised direct mail piece to your original discussion thread. Post your revision no later than Monday, November 14 no later than 11:59 p.m. EST. Final Submission Final submission of your direct mail piece will be done with your final promotional plan and marketing campaign on December 9. Direct Mail Rubric (for final submission) Visual Appeal /20
Eye-‐catching/gets reader to “open” /5 Style of piece fit message/target /5 Image(s)/design relevant to target/message/product /5 Effective use of typography (font, spacing, legibility, size) /5 Copy /20
Copy relevant to reader’s self /5 Choice of words/verbiage /5 No spelling or grammar errors /5 Effective and complete signature /5 Layout /20 Overall layout and composition /10
Hierarchy/Flow /5 Use of grid/space /5
Message /20 Strong and clear message /10
Concise /5 Consistent branding /5 Audience /20 Relevant to target market /10 Call to action /5 Easy for market to respond /5 TOTAL /100