Meeting: 16/02/17 Present: Shelly, Sophie, Erin
All looked at the results from the questionnaire: Most people who answered the questions were aged between 15-25 Nearly 90% of people who answered were female Majority of people who answered were students 58% people had never been to the ballet but 42% had - not too far from half and half People who go: 80% went to the ballet rarely, 20% went occasionally - visits to the ballet are never frequent People who don’t go: most people said they don’t have the opportunity, both economically and in terms of proximity to a theatre Most common perceptions of the ballet were that is was formal, traditional and expensive The most interesting aspect of ballet for people who answered was the choreography, followed by costumes then atmosphere and music - narrative had the least appeal When asked about ticket prices most answered with an average of £50 When asked which social media people used the most 100% of people said facebook, 95% said instagram and 87% said snapchat
Analysing these results we all concluded that cost, accessibility and opportunity were the most important aspects that our campaign should focus on, as well as making ballet feel more contemporary.
We all generated a range of ideas from these results: • •
Creating a map campaign that would show people their proximity to landmarks in their cities, including the closest theatre/ballet studio Creating a campaign based around the cost of tickets, showing equivalent items that could be purchased for the same price as a cheap ballet ticket (£3 - sandwich, coffee, pin badge, ballet ticket) (£15 - dinner, train ticket, t-shirt, make up, ballet ticket)
We all defined what mediums and aesthetics we wanted to use within the campaign: A campaign that utilises illustration and text as apposed to photography ‘On trend’ design - more minimal, fresh, brightly coloured Possibly including traditional print methods/textures to represent the traditional elements of ballet