Plan of Action. Case: Operadagen

Plan of action Operadagen

Table of content

Introduction

3

Research request

4

Research methods

5

Design methods

6

Professional products

7

Planning

8

Introduction & Project Background

Introduction Welcome! We, Lisa, Sora, Oscar and Raquel are forming team Oparation. We get started to work for Operadagen Rotterdam. Their successful years and growth shows that there is a larger group potentially interested in the festival.

The festival is already internationally orientated. Therefore, Operadagen Rotterdam want to expand their current target group with an international audience who are already interested in cultural events. By doing this they want to keep opera alive amongst younger people. We are going to build a low-cost budget to target this group and convince them not to think about opera as in the old fashioned way but give opera a new and innovative meaning and of course get them to visit the festival for one day, or more.

Operadagen Rotterdam is a festival based in Rotterdam where they perform opera in new innovative ways. The word opera is used for displaying theatre, decor, singing and acting into one performance where all senses are stimulated. By showcasing creative opera performances, they want to develop opera as an art form and keep it alive. The performing artists are mostly new talents who showcase their production for the first time. They want to attract new audience in an informal and friendly way.

3

Research request How can Operadagen Rotterdam reach their international target group in Rotterdam by creating a low-budget campaign which leads to an increase of visitors of the Operadagen festival?

What is the brand platform of Operadagen Rotterdam and what are the differences within opera styles?

In the search for the answer of this subquestion we’ll look into everything that has something to do with Operadagen Rotterdam, such as: what is their mission and vision? What are their core values, characters, strengths and weaknesses? Also we’ll look into the differences in Opera: what is the traditional opera? What is modern opera? Are their more styles of opera? And what are the differences between these styles?

Who are the potential target audience groups? of Opera Dagen Rotterdam?

To answer this question we have to look at the current target group. What are their reasons to visit the festival? After this we can look at the potential target group, what are there demographic statuses? What are their physical statuses like values, interest and lifestyle? What is holding them back or reasons to visit? And when we did all this research, how and where can we target them?

4

Who are the main competitors of Operadagen and how do they distinguish themselves?

To answer this subquestion we have to figure out at first who the competitors of Operadagen Rotterdam are, we have to analyze these competitors and to figure out how Operadagen distinguish itselves from the competitors. What are the main points to compare with the other festivals? What is the standard to decide who the suitable competitors are and what is the best way to search? What should be different values at Operadagen? Should the competitors include opera or is it fine the other kinds of festival? Such as: food, movie, etc, Which cultural- and societal aspects needs to be taken into account when developing concepts for Operadagen?

To get a clear view of the context in which the Operadagen campaign will take place, we need to delve into all aspects connected to the Operadagen brand, opera as an artform and dutch culture as a whole. To do this, we ask questions regarding culture and society, both on an international, national and local level. What current trends are relatable to Operadagen and opera as an art form? How can these trends be capitalised on? What place does opera hold in the cultural world of the Netherlands? What does Rotterdam’s history of culture and performance arts look like? In what way does this connect to Operadagen and the coming campaign?

Research methods

To acquire knowledge about Operadagen, the target group and the background of the case, we will use the following methods.

• Literature- and online desk research

Research methods

The gathering of quantitative data to answer the mentioned research questions.

• In-depth interviews

Qualitative

• In-depth interview

Quantitative

• Desk

By gaining qualitative information about the target audience, we will approach international people l­iving and working in Rotterdam and conduct in-depth interviews. This method is used to get to know the feelings and the attitude towards Operadagen and opera, as well as trying to understand which channels can be used to reach the target group.

5

Design methods Research Personas Target Audience Analysis Competition Analysis Trend Analysis SWOT Analysis

Concept Brainstorming Customer Journey Map Sketching Mind Map

We will use a variety of ­design methods to realise the work put into the project.. For the initial research phase, we will use various analysis methods to create a clear view of the problem at hand and relating aspects to the case.

The conceptualizing phase mostly focuses on coming up with a large number of ideas. This will be done by using several brainstorming techniques, mapping out the concept as a whole and sketching.

In the visualisation phase we will create a moodboard to set the tone of the concept’s visual aspects, and from there there will be a lot of sketch work, which will then turn into high-end visualized products and prototypes.

6

Visualisation Moodboard Sketching High-end Visualising Prototyping

Evaluation Concept Review Design Review Expert Review

When it comes to evaluation, both field experts and members of the target group will be able to voice their opinions - both when it comes to the concepts and the end result.

Professional products Research Personas Plan of Action BMC Research Report SWOT

Concept Strategy Positioning Proposition Brainstorming Report Customer Journey Map Budget Mediaplanning Creative Rationale

Visualisation Moodboard Various Executions (TBA) Concept Visualisation Report Advice Report

Evaluation Concept Review Design Review Expert Review Evaluation Report

The professional products will be the actual deliverables created by the project team. By using various techniques (stated in the ’Design methods’), a wide array of products will be created with the aim to concrete the working process and the concept to the client.

Do note that some of the products stated above are subject to change, seeing as the project is currently in a state of growth.

7

Planning On the following two pages, the first version of the project plan will be presented. Do note that it is a rough draft, created in week 1 to give the team and various related stakeholders. The plan will be updated continuously to cover the professional products linked to each assignment

8

Week

Assignments

Professional products

Notes

- Create a team name - Create a blog

1

2

- Compose individual learning objectives - Prepare meeting with client - Create debriefing with team - Prepare research questions - Business model canvas - Plan of action - Research questions

3

- Finish research - Strategy - Proposition - Positioning - Brainstorm - Work on creating concepts - Hand in debriefing and plan - Hand in learning objectives - Present concepts with Bob based on chosen strategy

4

- Make sketches for visualizing concepts

5 9

Week

Assignments - Present last 3 concepts and evaluate these concepts with expert

6

- Work on visualization

7

- Final concept and evaluate these concepts with expert

8

- Final presentation with client - Hand in project report

9

10

Professional products

Notes

Lisa Schneider - 1588300 Oscar Manfred - 1685299 Raquel Palla Lorden - 1638085 Sora Woo - 1685211