cayuga chamber orchestra
DESCRIPTION
Proejct for Media Planning - Spring 2013TRANSCRIPT
Cayuga C hamber
O rchestra
marKetINg aND meDIa PLaN FOr the
sPrINg 2013
sarah DuchaNO, JeNN burgess, JacLyN cherI, DOmINIque brOwN, mONIFa brOOKs, DarreN mcgee
Page 2
MARKET ANALYSIS
CCO’s Cross Promotional Mix 1.Lackscollaborationwithotherschoolsand communityorganization.
• Whalen• DowntownIthacaAlliance• LocalVenues
2.Website• “cookie-cutter”approach• Lacksadequatemultimedia• Lackssignificantcontent
Competitor’s Unique Marketing Tactics 1. RPO
• CollaborationwithEastmanSchool• WebsiteLink• ActiveBlog• PromotionalMagazine
2.HangarTheatre• SeasonalProgramming• NewerWorks• HighProfile
3.KitchenTheatre/AlbanySymphony• InterviewsWithMembers• ActiveYouTubechannel
Competitor’s Websites 1.DanSmallsPresentsWebsite
• Engaginglayout• Updatedactively• Graphics&MMcontent
2.KitchenTheatre/Hangar• ActivelyUpdate• GalleryofImagesofPerformances
3.Pandora&Spotify• Onlinestreamsofmusic• Appealtoyoungeraudience
Competitor’s Community Presence 1.LimitedCommunityInvolvement 2.RPOExample
• Communityandfamilyevents• Specialprogramsforlocalschools
3.HangarTheatre• EventsforChildren• Opentocommunityvolunteers
Page 3
Current Audience 1.Age50+ 2.MenandWomen 3.White 4.Affluent,CollegeEducated 5.ReceptivetoCCO’scurrentmediamessages
Primary Target Audience 1.Millennials 2.Age18-24 3.Digitalnatives 4.Livesrunbytechnology 5.Informationavailableatownconvenience 6.Workandsociallifefocused 7.ModernMediaConsumers
• Smartphone• Email• Internet• SocialMedia
8.BestReached:Flexible
AUDIENCE ANALYSIS
Secondary Target AudienceA.SilentGeneration 1.Age71+ 2.HealthyandActive 3.DirectMediaConsumers 4.Face-to-facecommunication 5.Formalwrittenlanguage 6.TraditionalMediaConsumers
• Radio,Television,Billboards,Magazines,DirectMail
6.BestReached:DaytimeB.BabyBoomers 1.Age50-70 2.Modern&TraditionalMediaConsumers
• SocialMedia,Email,Smartphones,Radio,Television,Billboards,Magazines,DirectMail
3.BestReached:Weekends
Page 4
MEDIA OBJECTIVES & STRATEGIES
MARKETING OBJECTIVES & GOALS
There are several problems that the CCO faces. These include: 1.Notenoughattendeesatevents 2.Alimiteddemographicofcurrentattendees
The goals of our plan are based on solving the problems that the Cayuga Chamber Orchestra is currently facing: Goal #1: IncreasetheCCO’spresencewithintheIthacaCommunity Goal #2: IncreaseattendanceatallCCOevents
• ThiswillincreaserevenueforCCO Goal #3: Expanddemographicdiversityofattendees
• Thecurrentaudienceismainlyanolderdemographic• Ayoungerdemographicneedstobeobtained• Thecurrentaudienceneedstobemaintained
Goal #4:Holdeventsthroughouttheyeartostayrelevantinaudienceminds
A.MediaObjective:Obtainayoungeraudience MediaStrategy: 1.Engagingandentertainingmedia 2.Eventstargeteddirectlytowardthem
B.MediaObjective:Retainanolderaudience MediaStrategy: 1.Traditionalmediathathasahighcompositionofolderaudiencemembers 2.Eventstargeteddirectlytothem
Page 5
MEDIA TACTICS: OVERVIEW
TheCCOshouldmaintainapulsingmediaschedule,withalowlevelofgeneralpromotionthroughouttheyearandburstsofactivityleadinguptomajorevents.
General promotions include: 1.Short,engagingFacebookpostsatpeak hoursoftheday 2.Tweetsmultipletimesperweek 3.VideosofpastshowsuploadedtotheCCO’s YouTubechannel 4.Afresher-lookingmonthlynewsletter emailedtosubscribersandpostedonthe CCO’swebsite 5.Orchestramember“spotlights”
Promoting events: 1.OutdoorsilentfilmatCornellorIthaca College
• PostontheCCO’sFacebookpage• Adsinlocalmovietheaters,includingCinemapolisandCornellCinema• BuyairtimeonWICB’sJazzImpressionspecialtyshow
2.PerformancesattheSixMileCreek Vineyard
• PrintadvertisementsarounddowntownIthaca• WICBandCayugaRadioGroup
3.Children’sstoryaccompaniedbytheCCO• Out-of-home(postersinlocallibraries,museums,andschools)• Directmailtoinfluentialmembersofschoolsystem,includingparents
4.Academy-Awards-themedconcert• PostersanddigitaladsonICcampus• EventreminderonIC’sIntercom• VideopostsontheCCOFacebookpage• Twitterposts
5.Localrestaurantpartnership• Directmailinvitation• Radioadvertising• Facebookpromotions
Page 6
GENERAL PROMOTIONS
Reach Frequency TAI Cost to Produce Units Total CostSocial Media Facebook 2600 260 676000 $0.00 $0.00
Twi1er 160 208 33280 $0.00 $0.00YouTube 160 12 1920 $0.00 $0.00
Trad;onal The Ithacan 8000 3 24000 $55.50 3 $166.50Cornell Daily Sun 16000 4 64000 $87.00 4 $348.00
Online Newsle1er Online 175 4 700 $0.00 $0.00
Direct Mail Newsle1er Direct Mail 375 4 1500 $0.91 1500 $1,365.00TOTAL 801400 TOTAL $1,879.50
• Facebookpostswillbemadeeveryweekfor52weeks,5timesaweek.ThesepostswillbemadeonSunday,Tuesday,Wednesday,ThursdayandSaturdayatnoon.
• Twitterpostsalsooccurfor52weeks,twiceaweekonMondayandFriday.Thesepostswillbemadeatnoonand6pmonthosedays.
• QuirkyYouTubevideosshouldalsobepostedatleastonceamonth.Eachofthesevideoswillalsobesharedonotherformsofsocialmedia.
• TheIthacanandCornellDailySunwillalsorunadsabouttheCCOintheirnewspapers.Throughouttheyear,3adswilloccurintheIthacanand4adswillappearintheCornellDailySun.
• WeplantocontinuetheCCONewsletter,butweplantopublishanissue4timesayear.Thesenewsletterswillbemailedtohouseholdswhorequestit,sentviae-mailandpostedonlinetobesharedthroughsocialmedia.
Allofthesegeneralpromotionswillhelpaidinthepulsingstrategyofthiscampaign.Anypromotionsdoneforeacheventwillbedoneinconjuncitionwiththepromotionsalreadyinplace.
NumbersFacebook:TheCCOhas260FacebooklikesxAveragenumberoffacebookfriendssomeonehasTwitter:RoughestimateofhowmanyTwitterfollowersstheCCOwouldhavewhentheTwitteraccountisfirstcreated.160isbasedonsimilarlysizedorchestra’sTwitterfollowers.Youtube:160isbasedonsimilarlysizedorchestra’sYouTubesubscribers.
TheIthacan:8000asthereadershipwascalcuatedbyfactsgatheredfromIthacanstaffmembers.4,000copiesofeachissueareprintedandabout4,000morepeoplearepassalongreadersofeachissue.$55.50peradisbasedonaquarteradpriceobtainedfromtheirratecard.CornellDailySun:16,000peopleareinthenewspapersreadershipand$87.00isbasedonaquarterad.Bothnumberswereobtainedfromtheirratecard.
NewsletterOnline:TheCCOcurrentlyhas175subscriberstotheire-mailnewsletter.NewsletterDirectMail:TheCCOcurrrentlyhas375subscriberstotheirnewsletterthatwillbesentdirectlytotheirhomes.$0.91iscalcuatedbyaddingtheprintingandpostagecostsofthesenewsletters.
Page 7
WINERY EVENT
• AllCayugaRadioGrouppromotionswillbegin2weeksbeforetheevent.QCountryandLiteRadiospotswillhappenoccuronSaturdayorSundayandZ95.5willplaythespotaround6pmonFridays.
• WICBonlydoesunderwriting,sooureventwillbementionedonFridaysbetween4and6pmduringtheCountdowntotheWeekendandwillrunfor3weeksbeforetheevent.
• 411x17posterswillbehungonbulletinboardsontheCommons.Theseposterswillbeposted12daysbeforetheevent,andapermitshouldbeobtained.
NumbersCayugaRadioGroupStations(QCountry,LiteRadio,Z95.5):Reachwascalculatedbythestationandgiventousoverthetelephone,aswellasthepriceofa30secondspot.
WICB:Giventousbyanexecutiveboardmember,WICBhasroughly1500listenersduringthemostpopularshows.$12wasalsoaroughestimategiventousbythestation.
Posters:1500potentialviewerswascalcuatedbytheDowntownIthacaAlliance.Theytoldusthatroughly1.1millionpeoplevisitIthacaeachyear,dividethatby365daysandthensplitthatnumberinhalfbasedonthepeoplethatareonlyvisitingcollegesgivesus1500uniquepotentialviewersoverthecourseof12days.
ThiseventwillbehappeningatSixMileCreekVineyardonthelastweekendinJune.Theattendeesoftheeventwillreceiveaninvitationinthemailaround3weeksbeforetheeventwillbetakingplacesotheyhavetimetoRSVP.ThiseventwillallowtheCCOtoreachtheirolderaudiencethroughmusicaswellaswine.ListeningtomusicwhiledoingsomethingsociallikeawinetourorwinetastingwillbeacreativewayfortheCCOtogainmoreawarenessinthecommunity.
Reach Frequency TAI Cost to Produce Units Total Cost
Tradi9onal Q Country 7900 2 15800 $35.50 2 $71.00Lite Radio 97.3 7715 2 15430 $35.50 2 $71.00Z95.5 7500 2 15000 $35.50 2 $71.00WICB 1500 6 9000 $12.00 6 $108.00
Out of Home Posters 1500 4 6000 $0.81 4 $3.24TOTAL 61230 TOTAL $324.24
Page 8
SILENT MOVIE
• Additonalpostsonsocialmediawillbemadeeveryotherday2weekspriortotheevent.Thesepostswillbemadearound8pmatnight.
• Oneradiospotwillbeplayedperweekdaystarting2weeksbeforetheeventduringJazzImpressionsonWICB.
• 8.5x11posterswillbeposted2weeksbeforetheeventonallbullitenboardsonbothIthacaCollege’sandCornell’scampususes.
• LargefoamcoreposterswillbepostedinCinemopolis’andCornellCinema’slobbiestwoweekspriortotheevent.
• Duringpre-moiveadvertisments,anadwillplaybeforeallscreeningsatCornellCinema2weeksbeforetheevent.
NumbersFacebook:TheCCOhas260FacebooklikesxAveragenumberoffacebookfriendssomeonehasTwitter:RoughestimateofhowmanyTwitterfollowstheCCOwouldhavewhentheTwitterisfirstcreated.160isbasedonsimilarlysizedorchestra’sTwitterfollowers.
Radio(WICB):Giventousbyanexecutiveboardmember,WICBhasroughly1500listenersduringthemostpopularshows.$12wasalsoaroughestimategiventousbythestation.
Print(OnCampus):27831arethepopulationsofbothIthacaCollegeandCornellUniversity.$0.40isthecosttoproduce8.5x11posters.
MovieTheatrePoster:1080istheaveragenumberofattendeesatfeaturefilmshowingsthatareexpectedoverthetwoweekswewouldbepromotingthisevent.
OnScreenAdveritsing:1080istheaveragenumberofattendeesatfeaturefilmshowingsthatareexpectedoverthetwoweekswewouldbepromotingthisevent.$2.78istheaveragecostperunitforouradvertismenttoplaybeforeeachfeaturefilmfortwoweeks.
Reach Frequency TAI Cost to Produce Units Total CostSocial Media
Facebook 2600 5 13000 $0.00 5 $0.00Twi3er 160 5 800 $0.00 5 $0.00
Tradi;onalRadio 1500 5 7500 $12.00 10 $120.00
Out Of Home Print: On Campus 27831 2 55662 $0.40 160 $64.00
Movie Theater Poster 1080 1 1080 $30.00 4 $120.00On Screen AdverJsing 1080 1 1080 $2.78 18 $50.04
TOTAL 79122 TOTAL $354.04
TheCCOwillholdanoutdoorconcertwheretheyprovideasoundtrack toasilentfilm.Thiseventwill takeplace on an evening in late August / early September to capitalize on goodweather and a large potentialaudience.Thistimingwill allowboth familiesandcollege students in thearea to takepart in theevent.Toholdthisoutside,theCCOwillneedtorentan inflatablemoviescreen,whichhasbeenbudgetedfor inourmediaplan.TheCCOmaychoosetoaddvendorsorothercompaniestotheevent inordertocompletetheexperience.ThiswillallowtheCCOto increaseawarenessamongmembersofbothof their targetmarkets.
Page 9
CHILDREN’S STORY
• Aweekbeforetheevent,flyerswillbedistrubutedtoElementarySchoolsandMiddleSchoolsintheIthacaArea.Thesefilershaveinformationabouttheeventandwillbegiventoeachstudenttotakehome.
• Allother11x17posterswillbeprintedanddistributedtotheTompkinsCountyPublicLibrary,SciencenterandtheMuseumoftheEarthtobepostedontheircommunitybulletinboardsamonthbeforetheevent.
• AttheTompkinsCountyPublicLibrary,alargefoamboardposterwillbemadeanddisplayedonastandinthefoyerofthelibrary,amonthbeforetheevent.
Reach Frequency TAI Cost to Produce Units Total Cost
Out of Home Flyers for Schools 2596 1 2596 $389.40 1 $389.40Library Posters 1333 3 3999 $0.81 3 $2.43Library Foamboard 1333 1 1333 $30.00 1 $30.00Sciencenter Posters 300 3 900 $0.81 3 $2.43Musuem of the Earth Posters 200 3 600 $0.81 3 $2.43
TOTAL 9428 TOTAL $426.69
NumbersFlyersforSchools:2596arethenumberofstudentsenrolledinIthacaareaElementarySchoolsandMiddleSchools.$389.40isthecosttogetenoughfliersprintedforeachstudent.
LibraryPosters&Foamboard:1333isthenumberofpeoplewhowalkintotheTompkinsCountyPublicLibraryonadailybasis.Thepricesfortheseareestimatesofhowmuchitwouldcosttogetthesepostersprinted.
SciencenterPosters:300isthenumberofpeoplewhovisttheSciencenteronadailybasis.Thecosttoproduceisbasedonthecostofprintingtheposters.
MuseumoftheEarthPosters:200isthenumberofpeoplewhovisitthemuseumonadailybasis.Thecosttoproduceisbasedonthecostofprintingtheposters.
ThroughdiscussionswiththeCCO,andfromourownresearch,wehavefoundtheimportanceofintroducingyoungchildrentoclassicalmusic.Ifchildrenhaveexperiencewithclassicalmusicfromayoungage,theywillcontinuetoappreciateitastheygrowolder.ThisiswhatwehopetoachievewiththeChildren’sStoryevent,wheretheorchestrawillplaypiecesthatfitalongwithastoryline.Thestorywillbeprojectedontoascreenabovetheorchestraastheyplaysothattheaudiencewillbeabletoreadalong.Thiseventprovidesanengagingwayforayoungeraudiencetoattendaclassicalmusicconcert,andbegintofosteranappreciationfortheart.
Page 10
THEMED CONCERT
• Therewillbe6mentionsinIthacaCollegeIntercom,ane-mailblastthatgoesdirectlytoallIthacaCollegestudentsandstaff.TheseblastsoccuronMonday,WednesdayandFriday.Thesewillbegintwoweekspriortotheevent.
• Videoswillbepostedonsocialmediaoutletsat3pmeverydaytheweekbeforetheevent.Possiblevideoscouldbeofscenesfromthemovieswhosescoreswillbeshowcasedattheevent.
• 11x17posterswillbepostedontheIthacaCollegeCampusforallstudentsandfacultytoseeoneweekpriortotheevent.Locationsinclude:allresidencehalls,CampusCenter,ParkSchoolofCommunications,SchoolofBusiness,SchoolofMusic
• 2digitalscreens(oneintheParkSchoolofCommunicationsandoneintheSchoolofMusic)willadvertisetheeventbeginningoneweekbeforeforallstudentsandfacultytosee.Thereisanadverageofabout10messagesperscreen,andeachpasserbywillseethemessageabout4times.
Reach Frequency TAI Cost to Produce Units Total Cost
OnlineIntercom email roundup 7449 6 44694 $0.00 $0.00
Social Media Facebook 2600 7 18200 $0.00 $0.00Twi?er 160 7 1120 $0.00 $0.00
Out of Home Posters 7000 4 28000 $0.81 100 $81.00Digital screens 7000 1 7000 $0.00 $0.00
TOTAL 99014 TOTAL $81.00
NumbersIntercom:7449istheamountofstudentsandfacultywhorecievetheIntercome-mailblasts.
Facebook:TheCCOhas260FacebooklikesxAveragenumberoffacebookfriendssomeonehasTwitter:RoughestimateofhowmanyTwitterfollowerstheCCOwouldhavewhentheTwitteraccountisfirstcreated.160isbasedonsimilarlysizedorchestra’sTwitterfollowers.
Posters:7000isaroughestimateofhowmanystudentsandfacultyareoncampusatonegiventime,thisnumberwasderivedfromthetotalpopulation,aswellassubtractingstudentswhoarecurrentlystudyingabroad.$0.81istheamountitwouldcosttoproduce11x17posters.
DigitalScreens:7000isaroughestimateofhowmanystudentsandfacultyareoncampusatonegiventime,thisnumberwasderivedfromthetotalpopulation,aswellassubtractingstudentswhoarecurrentlystudyingabroad.
ThiseventwillbeheldinoneofIthacaCollege’sperformancehallsintheSchoolofMusic.TheCCOwillcompileasetlistofmusicfromtheyear’sfilmnominations,aswellasthesoundtracksfromwell-knownOscarwinnersfromthepast.InadditiontothemusiciansintheCCOperforming,theseconcertswillalsofeatureIthacamusicstudents.
Page 11
RESTAURANT PARTNERSHIP
• TheDirectMailpiecewillbesenttoeveryonewhoiscurrentlyontheCCO’scurrentmailinglist.Itwillbesentout6weeksbeforetheeventandcontainalltheinformationneededtoattend.
• SocialmediaadvertismentswillbepostedontheResturant’sFacebookpagestarting3weeksbeforetheeventdate.Thiswillbroadentheaudienceofpotentialsttendees.
• 3advertismentswillbeplacedintheCornellDailySunstarting2weeksbeforetheevent.• QCountrywillair30-secondadvertismentsduringthemorningcommunteonTuesdayand
Thursdaybeforetheevent.• LiteRadiowillair30-secondadvertismentsbetween4to6pmontheMondayandWednesdayprior
totheevent.
NumbersDirectMailInvitation:TheCCOcurrrentlyhas375subscriberstotheirnewsletterthatwillbesentdirectlytotheirhomes.$205.31isthecosttoproduceandmailtheinvitations.
Facebook:Theresturantweplantopartnerwithhas397FacebooklikesxAveragenumberoffacebookfriendssomeonehas.
CornellDailySun:16,000peopleareinthenewspapersreadershipand$87.00isbasedonaquarterad.Bothnumberswereobtainedfromtheirratecard.
CayugaRadioGroupStations(QCountry,LiteRadio):Reachwascalculatedbythestationandgiventousoverthetelephone,aswellasthepriceofa30secondspot.
Reach Frequency TAI Cost to Produce Units Total Cost
Direct Mail Direct Mail Piece 375 1 375 $205.31 1 $205.31
Social MediaRestaurant Facebook Promo=ons 3970 14 55580 $0.00 $0.00
Tradi<onal Daily Sun 16000 3 48000 $87.00 3 $261.00Q Country 103.7 7900 2 15800 $32.50 2 $65.00Lite Radio 97.3 7715 2 15430 $32.50 2 $65.00
TOTAL 135185 TOTAL $596.31
TheCCOwillpartnerwithalocalrestauranttohostawinetastingdinnerinlateFebruaryorearlyMarch.Participantswillpayinadvancetoattendthedinner.LivemusicalselectionsfromtheCCOwillaccompanycustomersdinnersattheysiponwineandenjoytheambiance.Simeon’s,alocalrestaurantinTheCommons,isapotentialvenueforthistypeofpartnershipduetotheoldworldatmosphereandtheowner’sinterestinsuchanevent.
Page 12
CA
MP
AIG
N S
CH
ED
UL
E
May-‐09
Jun-‐09
Jul-‐09
Aug-‐09
Sep-‐09
Oct-‐09
Nov-‐09
Dec-‐09
Jan-‐10
Feb-‐10
Mar-‐09
Apr-‐09
TAI
Cost
Face
book
7627
80$0
.00
Twi2
er35
200
$0.00
Yout
ube
1920
$0.00
TOTAL:
$0.00
WIC
B10
500
$228
.00
Cayu
ga Rad
io G
roup
7746
0$3
43.00
TOTAL:
$571.00
Corn
ell D
aily Sun
5440
0$6
09.00
The Itha
can
2400
0$1
66.50
TOTAL:
$775.50
Poster
s71
190
$574
.93
Mov
ie The
atre
s21
60$1
70.04
TOTAL:
$744
.97
E-‐m
ail
4539
4$0
.00
New
sle2
er70
0$0
.00
TOTAL:
$0.00
Even
t Inv
itaTo
ns37
5$2
05.31
New
sle2
er15
00$1
,365
.00
TOTAL:
$1,570.31
Out of H
ome
Online
Direct M
ail
Social M
edia
Radio
New
spapers
Page 13
TOTAL IMPRESSIONS
BUDGET
9%
19%
68%
4%
Out of Home Impressions
Tradi9onal Impressions
Social Media Impressions
Online Impressions
1,185,379 Total Audience Impressions
9%
19%
68%
4%
Out of Home Impressions
Tradi9onal Impressions
Social Media Impressions
Online Impressions
71%
29%
0% 0%
Out of Home Cost
Tradi7onal Cost
Social Media Cost
Online Cost
71%
29%
0% 0%
Out of Home Cost
Tradi7onal Cost
Social Media Cost
Online Cost
$3,661.78Total Media Cost
$4,461.78Total for Media & Cost of Events
Anextra$800isaddedfortherentalofthejumboscreentobeusedduringthesilentmovie.
Page 14
SOURCES
AmericanFactFinder.UnitedStatesCensusBureau.Retrieved2013,April25fromhttp://factfinder2.census. gov/faces/tableservices/jsf/pages/productview.xhtml?pid=DEC_10_DP_DPDP1
(2012).AdvertisingRates2012/2013.TheIthacan.Retrieved2013,April20fromhttp://theithacan.org/multi media/ads/adrates.pdf
BeverlyJ.MartinElementarySchool.GreatSchools.Retrieved2012,April25fromhttp://www.greatschools. org/new-york/ithaca/1275-Beverly-J-Martin-Elementary-School/
CornellCinema.(2013,April25).Phoneinterview.
TheCornellDailySun.TheCornellDailySun.Retrieved2013,April20fromhttp://cornellsun.com/ files/2012-2013%20Rate%20Booklet_1.pdf
DirectorofMembershipatSciencenter.(2013,April25).Phoneinterview.
Fairfax-Ozmun,Connie.(2013,April25).Phoneinterview.
Grossman,Nancy.(2013,April25).Phoneinterview.
Johnston,Shelagh.(2013,April25).E-mailinterview.
O’Neill,Megan.(2011,June23).TheBestTimestoPosttoTwitterandFacebook.SocialTimes.Retrieved2011, April26fromhttp://socialtimes.com/infographic-reveals-the-best-times-to-post-to-twitter-facebook_ b67570
TompkinsCountyPublicLibraryCirculationDesk.(2013,April25).Phoneinterview.