MARKETING AND MEDIA PLAN FOR THE
C ayuga C hamber O rchestra
SPRING 2013
S a r a h D u c h a no , J e nn B u rg e s s , J a c ly n C h e ri , D ominiqu e B row n , M onifa B rook s , D a r r en M c G e e
MARKET ANALYSIS CCO’s Cross Promotional Mix 1. Lacks collaboration with other schools and community organization. • Whalen • Downtown Ithaca Alliance • Local Venues 2. Website • “cookie-cutter” approach • Lacks adequate multimedia • Lacks significant content
Competitor’s Community Presence 1. Limited Community Involvement 2. RPO Example • Community and family events • Special programs for local schools 3. Hangar Theatre • Events for Children • Open to community volunteers
Competitor’s Unique Marketing Tactics 1. RPO • Collaboration with Eastman School • Website Link • Active Blog • Promotional Magazine 2. Hangar Theatre • Seasonal Programming • Newer Works • High Profile 3. Kitchen Theatre / Albany Symphony • Interviews With Members • Active YouTube channel Competitor’s Websites 1. Dan Smalls Presents Website • Engaging layout • Updated actively • Graphics & MM content 2. Kitchen Theatre / Hangar • Actively Update • Gallery of Images of Performances 3. Pandora & Spotify • Online streams of music • Appeal to younger audience
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AUDIENCE ANALYSIS Current Audience 1. Age 50+ 2. Men and Women 3. White 4. Affluent, College Educated 5. Receptive to CCO’s current media messages Primary Target Audience 1. Millennials 2. Age 18-24 3. Digital natives 4. Lives run by technology 5. Information available at own convenience 6. Work and social life focused 7. Modern Media Consumers • Smartphone • Email • Internet • Social Media 8. Best Reached: Flexible
Secondary Target Audience A. Silent Generation 1. Age 71 + 2. Healthy and Active 3. Direct Media Consumers 4. Face-to-face communication 5. Formal written language 6. Traditional Media Consumers • Radio, Television, Billboards, Magazines, Direct Mail 6. Best Reached: Daytime B. Baby Boomers 1. Age 50-70 2. Modern & Traditional Media Consumers • Social Media, Email, Smartphones, Radio, Television, Billboards, Magazines, Direct Mail 3. Best Reached: Weekends
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MARKETING OBJECTIVES & GOALS There are several problems that the CCO faces. These include: 1. Not enough attendees at events 2. A limited demographic of current attendees The goals of our plan are based on solving the problems that the Cayuga Chamber Orchestra is currently facing: Goal #1: Increase the CCO’s presence within the Ithaca Community Goal #2: Increase attendance at all CCO events • This will increase revenue for CCO Goal #3: Expand demographic diversity of attendees • The current audience is mainly an older demographic • A younger demographic needs to be obtained • The current audience needs to be maintained Goal #4: Hold events throughout the year to stay relevant in audience minds
MEDIA OBJECTIVES & STRATEGIES A. Media Objective: Obtain a younger audience Media Strategy: 1. Engaging and entertaining media 2. Events targeted directly toward them B. Media Objective: Retain an older audience Media Strategy: 1. Traditional media that has a high composition of older audience members 2. Events targeted directly to them
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MEDIA TACTICS: OVERVIEW The CCO should maintain a pulsing media schedule, with a low level of general promotion throughout the year and bursts of activity leading up to major events. General promotions include: 1. Short, engaging Facebook posts at peak hours of the day 2. Tweets multiple times per week 3. Videos of past shows uploaded to the CCO’s YouTube channel 4. A fresher-looking monthly newsletter emailed to subscribers and posted on the CCO’s website 5. Orchestra member “spotlights”
Promoting events: 1. Outdoor silent film at Cornell or Ithaca College • Post on the CCO’s Facebook page • Ads in local movie theaters, including Cinemapolis and Cornell Cinema • Buy airtime on WICB’s Jazz Impression specialty show 2. Performances at the Six Mile Creek Vineyard • Print advertisements around downtown Ithaca • WICB and Cayuga Radio Group
3. Children’s story accompanied by the CCO • Out-of-home (posters in local libraries, museums, and schools) • Direct mail to influential members of school system, including parents
4. Academy-Awards-themed concert • Posters and digital ads on IC campus • Event reminder on IC’s Intercom • Video posts on the CCO Facebook page • Twitter posts
5. Local restaurant partnership • Direct mail invitation • Radio advertising • Facebook promotions
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GENERAL PROMOTIONS All of these general promotions will help aid in the pulsing strategy of this campaign. Any promotions done for each event will be done in conjuncition with the promotions already in place. Social Media
Facebook Twi1er YouTube
Trad;onal
The Ithacan Cornell Daily Sun
Online Direct Mail
Reach Frequency TAI 2600 260 676000 160 208 33280 160 12 1920
Cost to Produce Units $0.00 $0.00 $0.00
8000 16000
3 4
24000 64000
$55.50 $87.00
Newsle1er Online
175
4
700
$0.00
Newsle1er Direct Mail
375
4 TOTAL
1500 801400
$0.91
Total Cost $0.00 $0.00 $0.00 3 4
$166.50 $348.00 $0.00
1500 TOTAL
$1,365.00 $1,879.50
• Facebook posts will be made every week for 52 weeks, 5 times a week. These posts will be made on Sunday, Tuesday, Wednesday, Thursday and Saturday at noon. • Twitter posts also occur for 52 weeks, twice a week on Monday and Friday. These posts will be made at noon and 6pm on those days. • Quirky YouTube videos should also be posted at least once a month. Each of these videos will also be shared on other forms of social media. • The Ithacan and Cornell Daily Sun will also run ads about the CCO in their newspapers. Throughout the year, 3 ads will occur in the Ithacan and 4 ads will appear in the Cornell Daily Sun. • We plan to continue the CCO Newsletter, but we plan to publish an issue 4 times a year. These newsletters will be mailed to households who request it, sent via e-mail and posted online to be shared through social media.
Numbers Facebook: The CCO has 260 Facebook likes x Average number of facebook friends someone has Twitter: Rough estimate of how many Twitter followerss the CCO would have when the Twitter account is first created. 160 is based on similarly sized orchestra’s Twitter followers. Youtube: 160 is based on similarly sized orchestra’s YouTube subscribers. The Ithacan: 8000 as the readership was calcuated by facts gathered from Ithacan staff members. 4,000 copies of each issue are printed and about 4,000 more people are passalong readers of each issue. $55.50 per ad is based on a quarter ad price obtained from their rate card. Cornell Daily Sun: 16,000 people are in the newspapers readership and $87.00 is based on a quarter ad. Both numbers were obtained from their rate card. Newsletter Online: The CCO currently has 175 subscribers to their e-mail newsletter. Newsletter Direct Mail: The CCO currrently has 375 subscribers to their newsletter that will be sent directly to their homes. $0.91 is calcuated by adding the printing and postage costs of these newsletters.
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WINERY EVENT This event will be happening at Six Mile Creek Vineyard on the last weekend in June. The attendees of the event will receive an invitation in the mail around 3 weeks before the event will be taking place so they have time to RSVP. This event will allow the CCO to reach their older audience through music as well as wine. Listening to music while doing something social like a wine tour or wine tasting will be a creative way for the CCO to gain more awareness in the community. Reach
Frequency
TAI
Cost to Produce
Units
Total Cost
Tradi9onal
Q Country Lite Radio 97.3 Z95.5 WICB
7900 7715 7500 1500
2 2 2 6
15800 15430 15000 9000
$35.50 $35.50 $35.50 $12.00
2 2 2 6
$71.00 $71.00 $71.00 $108.00
Out of Home
Posters
1500
4 TOTAL
6000 61230
$0.81
4 TOTAL
$3.24 $324.24
• All Cayuga Radio Group promotions will begin 2 weeks before the event. Q Country and Lite Radio spots will happen occur on Saturday or Sunday and Z95.5 will play the spot around 6pm on Fridays. • WICB only does underwriting, so our event will be mentioned on Fridays between 4 and 6pm during the Countdown to the Weekend and will run for 3 weeks before the event. • 4 11x17 posters will be hung on bulletin boards on the Commons. These posters will be posted 12 days before the event, and a permit should be obtained.
Numbers Cayuga Radio Group Stations (Q Country, Lite Radio, Z95.5): Reach was calculated by the station and given to us over the telephone, as well as the price of a 30 second spot. WICB: Given to us by an executive board member, WICB has roughly 1500 listeners during the most popular shows. $12 was also a rough estimate given to us by the station. Posters: 1500 potential viewers was calcuated by the Downtown Ithaca Alliance. They told us that roughly 1.1 million people visit Ithaca each year, divide that by 365 days and then split that number in half based on the people that are only visiting colleges gives us 1500 unique potential viewers over the course of 12 days.
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SILENT MOVIE The CCO will hold an outdoor concert where they provide a soundtrack to a silent film. This event will take place on an evening in late August / early September to capitalize on good weather and a large potential audience. This timing will allow both families and college students in the area to take part in the event. To hold this outside, the CCO will need to rent an inflatable movie screen, which has been budgeted for in our media plan. The CCO may choose to add vendors or other companies to the event in order to complete the experience. This will allow the CCO to increase awareness among members of both of their target markets. Reach
Frequency
TAI
Cost to Produce
Units
Total Cost
Social Media Facebook Twi3er
2600 160
5 5
13000 800
$0.00 $0.00
5 5
$0.00 $0.00
Radio
1500
5
7500
$12.00
10
$120.00
27831
2
55662
$0.40
160
$64.00
1080 1080
1 1 TOTAL
1080 1080 79122
$30.00 $2.78
4 18 TOTAL
$120.00 $50.04 $354.04
Tradi;onal
Out Of Home
Print: On Campus Movie Theater Poster On Screen AdverJsing
• Additonal posts on social media will be made every other day 2 weeks prior to the event. These posts will be made around 8pm at night. • One radio spot will be played per weekday starting 2 weeks before the event during Jazz Impressions on WICB. • 8.5x11 posters will be posted 2 weeks before the event on all bulliten boards on both Ithaca College’s and Cornell’s campususes. • Large foamcore posters will be posted in Cinemopolis’ and Cornell Cinema’s lobbies two weeks prior to the event. • During pre-moive advertisments, an ad will play before all screenings at Cornell Cinema 2 weeks before the event. Numbers Facebook: The CCO has 260 Facebook likes x Average number of facebook friends someone has Twitter: Rough estimate of how many Twitter follows the CCO would have when the Twitter is first created. 160 is based on similarly sized orchestra’s Twitter followers. Radio (WICB): Given to us by an executive board member, WICB has roughly 1500 listeners during the most popular shows. $12 was also a rough estimate given to us by the station. Print (On Campus): 27831 are the populations of both Ithaca College and Cornell University. $0.40 is the cost to produce 8.5x11 posters. Movie Theatre Poster: 1080 is the average number of attendees at feature film showings that are expected over the two weeks we would be promoting this event. On Screen Adveritsing: 1080 is the average number of attendees at feature film showings that are expected over the two weeks we would be promoting this event. $2.78 is the average cost per unit for our advertisment to play before each feature film for two weeks.
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CHILDREN’S STORY Through discussions with the CCO, and from our own research, we have found the importance of introducing young children to classical music. If children have experience with classical music from a young age, they will continue to appreciate it as they grow older. This is what we hope to achieve with the Children’s Story event, where the orchestra will play pieces that fit along with a story line. The story will be projected onto a screen above the orchestra as they play so that the audience will be able to read along. This event provides an engaging way for a younger audience to attend a classical music concert, and begin to foster an appreciation for the art. Reach Out of Home
Flyers for Schools Library Posters Library Foamboard Sciencenter Posters Musuem of the Earth Posters
Frequency
TAI
Cost to Produce
Units
Total Cost
2596 1333 1333 300
1 3 1 3
2596 3999 1333 900
$389.40 $0.81 $30.00 $0.81
1 3 1 3
$389.40 $2.43 $30.00 $2.43
200
3 TOTAL
600 9428
$0.81
3 TOTAL
$2.43 $426.69
• A week before the event, flyers will be distrubuted to Elementary Schools and Middle Schools in the Ithaca Area. These filers have information about the event and will be given to each student to take home. • All other 11x17 posters will be printed and distributed to the Tompkins County Public Library, Sciencenter and the Museum of the Earth to be posted on their community bulletin boards a month before the event. • At the Tompkins County Public Library, a large foamboard poster will be made and displayed on a stand in the foyer of the library, a month before the event.
Numbers Flyers for Schools: 2596 are the number of students enrolled in Ithaca area Elementary Schools and Middle Schools. $389.40 is the cost to get enough fliers printed for each student. Library Posters & Foamboard: 1333 is the number of people who walk into the Tompkins County Public Library on a daily basis. The prices for these are estimates of how much it would cost to get these posters printed. Sciencenter Posters: 300 is the number of people who vist the Sciencenter on a daily basis. The cost to produce is based on the cost of printing the posters. Museum of the Earth Posters: 200 is the number of people who visit the museum on a daily basis. The cost to produce is based on the cost of printing the posters.
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THEMED CONCERT This event will be held in one of Ithaca College’s performance halls in the School of Music. The CCO will compile a set list of music from the year’s film nominations, as well as the soundtracks from well-known Oscar winners from the past. In addition to the musicians in the CCO performing, these concerts will also feature Ithaca music students. Reach
Frequency
TAI
Cost to Produce
Units
Total Cost
Intercom email roundup
7449
6
44694
$0.00
$0.00
Social Media
Facebook Twi?er
2600 160
7 7
18200 1120
$0.00 $0.00
$0.00 $0.00
Out of Home
Posters Digital screens
7000 7000
4 1 TOTAL
28000 7000 99014
$0.81 $0.00
Online
100 TOTAL
$81.00 $0.00 $81.00
• There will be 6 mentions in Ithaca College Intercom, an e-mail blast that goes directly to all Ithaca College students and staff. These blasts occur on Monday, Wednesday and Friday. These will begin two weeks prior to the event. • Videos will be posted on social media outlets at 3pm everyday the week before the event. Possible videos could be of scenes from the movies whose scores will be showcased at the event. • 11x17 posters will be posted on the Ithaca College Campus for all students and faculty to see one week prior to the event. Locations include: all residence halls, Campus Center, Park School of Communications, School of Business, School of Music • 2 digital screens (one in the Park School of Communications and one in the School of Music) will advertise the event beginning one week before for all students and faculty to see. There is an adverage of about 10 messages per screen, and each passerby will see the message about 4 times.
Numbers Intercom: 7449 is the amount of students and faculty who recieve the Intercom e-mail blasts. Facebook: The CCO has 260 Facebook likes x Average number of facebook friends someone has Twitter: Rough estimate of how many Twitter followers the CCO would have when the Twitter account is first created. 160 is based on similarly sized orchestra’s Twitter followers. Posters: 7000 is a rough estimate of how many students and faculty are on campus at one given time, this number was derived from the total population, as well as subtracting students who are currently studying abroad. $0.81 is the amount it would cost to produce 11x17 posters. Digital Screens: 7000 is a rough estimate of how many students and faculty are on campus at one given time, this number was derived from the total population, as well as subtracting students who are currently studying abroad.
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RESTAURANT PARTNERSHIP The CCO will partner with a local restaurant to host a wine tasting dinner in late February or early March. Participants will pay in advance to attend the dinner. Live musical selections from the CCO will accompany customers dinners at they sip on wine and enjoy the ambiance. Simeon’s, a local restaurant in The Commons, is a potential venue for this type of partnership due to the old world atmosphere and the owner’s interest in such an event. Reach Direct Mail
Direct Mail Piece
Social Media
Restaurant Facebook Promo=ons
Tradi<onal
Daily Sun Q Country 103.7 Lite Radio 97.3
Frequency
TAI
Cost to Produce
375
1
375
$205.31
3970
14
55580
$0.00
16000 7900 7715
3 2 2 TOTAL
48000 15800 15430 135185
$87.00 $32.50 $32.50
Units
Total Cost 1
$205.31
$0.00 3 2 2 TOTAL
$261.00 $65.00 $65.00 $596.31
• The Direct Mail piece will be sent to everyone who is currently on the CCO’s current mailing list. It will be sent out 6 weeks before the event and contain all the information needed to attend. • Social media advertisments will be posted on the Resturant’s Facebook page starting 3 weeks before the event date. This will broaden the audience of potential sttendees. • 3 advertisments will be placed in the Cornell Daily Sun starting 2 weeks before the event. • Q Country will air 30-second advertisments during the morning communte on Tuesday and Thursday before the event. • Lite Radio will air 30-second advertisments between 4 to 6pm on the Monday and Wednesday prior to the event.
Numbers Direct Mail Invitation: The CCO currrently has 375 subscribers to their newsletter that will be sent directly to their homes. $205.31 is the cost to produce and mail the invitations. Facebook: The resturant we plan to partner with has 397 Facebook likes x Average number of facebook friends someone has. Cornell Daily Sun: 16,000 people are in the newspapers readership and $87.00 is based on a quarter ad. Both numbers were obtained from their rate card. Cayuga Radio Group Stations (Q Country, Lite Radio): Reach was calculated by the station and given to us over the telephone, as well as the price of a 30 second spot.
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Event InvitaTons Newsle2er
E-‐mail Newsle2er
Posters Movie Theatres
Cornell Daily Sun The Ithacan
WICB Cayuga Radio Group
Facebook Twi2er Youtube
May-‐09
Jun-‐09
Jul-‐09
Aug-‐09
Sep-‐09
Oct-‐09
Direct Mail
Online
Out of Home
Newspapers
Radio
Social Media
Nov-‐09
Dec-‐09
Jan-‐10
CAMPAIGN SCHEDULE Feb-‐10
Mar-‐09
Apr-‐09
375 1500 TOTAL:
45394 700 TOTAL:
71190 2160 TOTAL:
54400 24000 TOTAL:
10500 77460 TOTAL:
762780 35200 1920 TOTAL:
TAI
$205.31 $1,365.00 $1,570.31
$0.00 $0.00 $0.00
$574.93 $170.04 $744.97
$609.00 $166.50 $775.50
$228.00 $343.00 $571.00
$0.00 $0.00 $0.00 $0.00
Cost
TOTAL IMPRESSIONS 4% 4%
9%
1,185,379
9% 19% 19%
68%
of Home Impressions TotalOut Audience Impressions Tradi9onal Impressions Out of Home Impressions Social Media Impressions Tradi9onal Impressions Online Impressions Social Media Impressions Online Impressions
68%
BUDGET 0% 0% 0% 0%
$3,661.78
29%
Out of Home Cost Total Media Cost Tradi7onal Cost
29%
Out of Social Home MCedia ost Cost Tradi7onal Cost Online Cost 71%
Social Media Cost Online Cost
71%
$4,461.78
Total for Media & Cost of Events An extra $800 is added for the rental of the jumbo screen to be used during the silent movie.
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SOURCES American FactFinder. United States Census Bureau. Retrieved 2013, April 25 from http://factfinder2.census. gov/faces/tableservices/jsf/pages/productview.xhtml?pid=DEC_10_DP_DPDP1 (2012). Advertising Rates 2012/2013. The Ithacan. Retrieved 2013, April 20 from http://theithacan.org/multi media/ads/adrates.pdf Beverly J. Martin Elementary School. Great Schools. Retrieved 2012, April 25 from http://www.greatschools. org/new-york/ithaca/1275-Beverly-J-Martin-Elementary-School/ Cornell Cinema. (2013, April 25). Phone interview. The Cornell Daily Sun. The Cornell Daily Sun. Retrieved 2013, April 20 from http://cornellsun.com/ files/2012-2013%20Rate%20Booklet_1.pdf Director of Membership at Sciencenter. (2013, April 25). Phone interview. Fairfax-Ozmun, Connie. (2013, April 25). Phone interview. Grossman, Nancy. (2013, April 25). Phone interview. Johnston, Shelagh. (2013, April 25). E-mail interview. Oâ&#x20AC;&#x2122;Neill, Megan. (2011, June 23). The Best Times to Post to Twitter and Facebook. SocialTimes. Retrieved 2011, April 26 from http://socialtimes.com/infographic-reveals-the-best-times-to-post-to-twitter-facebook_ b67570 Tompkins County Public Library Circulation Desk. (2013, April 25). Phone interview.
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