Table of ContentsSituation Analysis.............................................................................................................1Target Market...................................................................................................................1Competitive Analysis........................................................................................................3Product Analysis...............................................................................................................5Market Analysis................................................................................................................7Research Plan...................................................................................................................7Problems and Opportunities..........................................................................................10Marketing Objectives......................................................................................................12Advertising Communications Objectives.......................................................................12New Media Strategy.......................................................................................................13Media Plan.....................................................................................................................13Media Placement ...........................................................................................................15Media Budget .................................................................................................................16Creative Executions.......................................................................................................17Communications Tools ...................................................................................................18Public Relations..............................................................................................................18Radio Ads..................................................................................................................19,20Print Ads....................................................................................................................21, 22Banner Ads ................................................................................................................23, 24

Team Members:

Jamie RobisonRhiannon Winkelman

Ally WilsonEmily White

Chelsea StephensThomas Mills

Nafiz Mannan

Situation AnalysisSituation AnalysisArts and culture have received large amounts

of attention in the recent years, as funding has decreased, especially in the schools. It is important for the metro area to understand that there are destinations at which to experience the latest and greatest in the arts, while also experiencing a vast amount of history and culture.

Because of the current economy, hobbyists are purchasing less, and they are less likely to leave their homes in search of art. However, the Paseo still has genuine appeal for die-hard art enthusiasts, educators and collectors. These individuals know what the rest of the state needs to know—that the Paseo is still the top destination for arts and history in Oklahoma.

However, current perceptions of the district include older ideas that are no longer applicable, such as the drug culture that existed in the 60’s and 70’s. There is also the belief that the Paseo is dangerous, and that it isn’t an area for families.

All of these perceptions are incorrect, and Inkslingers Advertising firm knows this. After

all, we’re art enthusiasts and collectors ourselves. This is why we’re able to suggest a variety of new and interesting implementations designed to increase the Paseo’s appeal, and most importantly, its physical traffic to the area. After all, when the traffic increases, the older perceptions can be broken and a new Paseo can emerge.

Target Market:Our evaluation of the potential viable market

segments for the Paseo Artists Association rebranding campaign includes four distinct prospect segments. Each of these groups has a distinct profile and will require specific, specialized advertising attention. The three segments we believe the Paseo Arts Association should focus their marketing toward include:

The Success StoriesBusiness Professionals who live in Oklahoma

City and surrounding areas, who range in age from 21 to 55 and who have an existing interest in art or historic districts, and possess discretionary income that can be used for the purchase of fine

arts. This target market will have money to spend

on arts, and will be a valuable investment because they will develop into other target markets, offering future support for the Paseo Artists Association.

The Golden RulersRetirees who live in Oklahoma City and

surrounding areas, with income to spend on the arts, and who have an interest in the arts or historic districts.

Retirees will have more time unaccounted for, a more developed sense of appreciation for the arts and a greater interest in supporting the arts.

The ExperiencersFamilies from Oklahoma City and

the surrounding areas with some form of discretionary income.

This target market is important because families are composed of other target markets.

Young parents will have in interest in purchasing art for their home, and if the PAA can rebrand as a family-friendly environment, the new demographic will add additional economic support to the district.

The InvestorsTourists in the age bracket of 45-60, who are

traveling from other areas in Oklahoma, or from states directly adjacent to Oklahoma (Kansas, Arkansas, Texas, Missouri, and New Mexico) with an interest in shopping in and/or touring historical districts.

This target market offers a focus on those people who are traveling into the state from other places and may have no preconceptions about the Paseo District, will have income that has been budgeted specifically for shopping and tourism-related expenditures

Competitive Analysis:All of the competitors chosen emphasize their

involvement in the arts, or bill themselves as

arts districts. Those that have historic buildings or are historic districts attempt to make that information a part of their branding.

These areas contain a variety of different entertainment venues and activities. The assortments are large enough to meet the needs of almost any demographic, while appealing heavily to the target demographics we have selected.

DirectNorman Arts Circuit/CouncilNorman, OklahomaThe Norman Arts Council provides an updated

website with current, relevant information. Despite this, they clearly place their emphasis on the performing arts in place of the visual arts. Their branding offers a New-Age design, promising a younger, more “hip” personality that younger demographics will be attracted to.

Additionally, the NAC has the added bonus of advertising community involvement, which they make clearly accessible to those visiting the website.

There is little to no print, broadcast and outdoor advertising, save those that are business

specific.

Plaza District1629 North Marion Ave. Ste. 100.The Plaza District bills itself as the performing

arts district in the Oklahoma City Area. They offer a brand with historic roots, but a quirky personality.

While their businesses and venues are limited, they keep a busy schedule of events easily accessible via their website. However, their website is outdated, simplistic, and limited in information.

The Plaza district has little to no print, broadcast or outdoor advertising. Advertising is limited to business-specific advertising in small formats, such as small newsprint advertising in the Oklahoman or the Gazette.

Western Ave:23rd and Western Ave.Western Avenue bills itself as a locally-owned

shopping and dining district. It is branded with a

Competitive Analysis

Competitive Analysis“classic” theme, relying heavily on a transitional art deco design.

There are a few entertainment venues, such as the Conservatory and Will Rogers Theater, as well as a broad variety of restaurants, both up and downscale in price. There is plenty of housing in the area, and schools are present, as well, making this a family-friendly environment, with easy ways for a family or young couple to enjoy themselves.

Business-specific advertising is prevalent on basic cable, as well as a number of smaller publications.

City Arts Center:3000 General Pershing BlvdThe City Arts Center is located near downtown

Oklahoma City. They have visual art exhibits from local artists and students.

They have a website offering a very limited selection of art pieces for sale and offer classes in pottery, weaving, painting, photography, and children’s summer camps.

They also offer two events over the course of the year, one being a 5K run fundraiser and the

other being ‘Cafe City Arts’ an annual art show fundraiser.

Arts Districts: Austin, TX; Dallas, TX; Santa Fe, NMAll three are major arts and historic districts

within driving distance of Oklahoma City. Because of their branding campaigns and established allure, they are capable of offering significant competition.

IndirectBricktown Bricktown is a major district in Oklahoma

City. Major renovations have transformed the area from a dilapidated warehouse district into a haven of restaurants and other entertainment venues.

While there is little to no visual arts presence, Bricktown offers a family-friendly environment with a large assortment of activities, both year-round and seasonal.

The advertising campaign has been focused on the area’s historic roots and turn-of-the century charm. This theme is accented by activities

reminiscent of Victorian-era activities, and the familiar pastimes of movie going and baseball are heavily promoted.

Additionally, with the Ford Center, Cox Convention Center, and the introduction of the OKC Thunder NBA team withing walking distance of the district, Bricktown is able to offer a broad variety of appealing forces.

Bricktown has television and print advertising via local newspapers such as the Oklahoman or the Gazette.

Their brand is consistently recognized.

Oklahoma Science Center2100 NE 52nd StThe Oklahoma Science Center was

established in 1958 as the Oklahoma Science and Arts Foundation. Their mission was and is to improve the cultural and educational standards of Oklahoma City. Over the years the museum’s mission has continued to evolve and the focus has sharpened, emphasizing science and technology.

In 2004, at the completion of a community

Competitive Analysiswide strategic planning initiative, the museum’s board of trustees adopted a new mission statement, designed to guide exhibit and program development well into the new century, and grow the museum into one of national prominence.

Oklahoma City Museum of Art 415 Couch DrThis museum houses the Donald W. Reynolds

Visual Arts Center, library resource center, Noble Theater, the museum school, two lobbies featuring grand scale installations of Dale Chihuly sculptures, the museum café and the rooftop terrace. It offers a broad assortment of galleries and arts exposures with easy downtown access.

National Memorial Musuem620 N. Harvey AveThis museum was created to honor those

who were killed in the 1995 bombing. It holds educational programs and workshops to promote their mission: “may all who leave here know the impact of violence.”

Oklahoma Heritage and Cowboy Musuem1700 NE 63rdAs America’s premier institution of western

history, art, and culture, The Oklahoma Heritage and Cowboy Museum was founded in 1955, giving it a high level of time-based awareness.

This museum collects, preserves, and exhibits an internationally renowned collection of western art and also provides educational tours for both adults and children.

The Oklahoma History CenterNE 23rd & LincolnThe Oklahoma History Center is an 18

acre, 215,000 sq ft learning center that offers exploration of Oklahoma’s unique history of geology, transportation, commerce, culture, aviation, heritage, and more.

The museum also has a gift shop and café. It holds tours, guides, and classes to teach children and adults about Oklahoma’s history.

Out of Class

Remington Park

One Remington PlaceRemington Park is a horse racing track and

“racino” located in Oklahoma City, Oklahoma. Built in 1988, it was the first such track in the state’s history. The track made headlines at its opening for two reasons: it was the first legalized gambling venue in Oklahoma, and it was the first track in the United States to use a synthetic surface for its main track. Remington was the first (and only) American track to use Equitrack, which utilized grains of sand coated with wax.

Oklahoma City Zoo2101 Northeast 50th StThe Oklahoma City Zoo is a fully accredited

member of the Association of Zoos and Aquariums and the American Association of Museums as both a living museum and a botanical garden. The Zoo participates in numerous cooperative Species Survival Plan projects and is dedicated to the conservation of rare and endangered wildlife.

Product AnalysisAsian DistrictNW 23rd and Classen: This district encompasses a broad cultural

mix of Vietnamese, Chinese, Thai, Korean, Filipino, and Japanese cultures and cuisines. It is centered primarily along Classen Blvd from 22nd street to NW 30th. This district has a multitude of restaurants, Asian-oriented retail, Asian supermarkets, and attractions.

Penn Square Mall 1900 NW ExpresswayPenn Square Mall claims to be one of OKC’s

more upscale shopping establishments. It is spacious and elegant and provides the same stores as Quail Springs Mall but with a higher quality experience.

They have a small food quart, restaurants connected, and a cinema. They are composed of two levels with multiple wings.

Hours: Monday-Saturday 10am-9pm, Sunday 12pm-6pm

Quail Springs Mall: 2501 W. Memorial Rd.

Quails Springs Mall is one of the largest in the state, and one of the busiest. There are 160 stores on 3 levels. They have a large food quart and an AMC 24 movie theatre. Quail Springs also offers the opportunity to browse store inventory online and reserve items for pickup.

Hours: Monday-Saturday 10am-9pm, Sunday 12pm-6pm

Crossroads Mall 1-35 & 1-240 IntersectionCrossroads Mall has been one of the more

popular shopping establishments in the city for over 30 years. By square footage, it is still the largest shopping mall in the metro area. The mall has two levels and an established food quart, as well as a 16 screen Regal Theatre adjacent to the property.

Hours: Monday-Saturday 10am-9pm, Sunday 12pm-6pm

Northpark Mall 12100 North MayNorthpark Mall is home to a unique collection

of shops and boutiques in Oklahoma City. Today,

Northpark Mall has more than 40 upscale specialty stores and restaurants that cater to every age, gender, personality and whim.

Hours: Depends on stores, but open weekly.

Product Analysis: Culture:There is some emphasis on the southwestern

feel of many of the buildings. Other descriptors for the Paseo District include: artistic, independent, free-spirited, informal, open and welcoming, vintage, eclectic, nonjudgmental, diverse, accepting. Members of the marketplace will be enticed by these descriptors because they promise an experience that is aside from the ordinary—an escape from the everyday, and different from other metro area attractions.

Fine Arts:Local artists from Oklahoma are able to

ProductAnalysisoffer unique, original and contemporary works of fine art in a variety of mediums. Ceramics, pottery, sculpture, paintings, sketches, metal works, murals, photography, glassworks and many other types of visual arts can be found at the Paseo District, and the option of layaway to help in the purchasing process will attract purchasers who may be limited by their finances. Further, the educational aspect of the Paseo, found in workshops, classes and various forms of instruction will bring in those who might have a “hands-on” interest in the visual arts.

Another strong facet of the Paseo’s educational facet is the Paseo Edgemere Educational Partnership (PEEPs). Comprised of a partnership between Edgemere School, located at 3200 N. Walker, and the Paseo District, this partnership offers an after school program to help give students an outlet for artistic expression and learning.

Food and drink:Galileo’s, Paseo Grill, Sauced, Red Rooster,

Isis and Prairie Gypsies are all in the Paseo District, offering a dining experience to fit any

palette or any experience. The Paseo Grill and is able to offer an upscale experience with diverse menu selections and a full wine list, as well as a selection of specialty drinks.

At Galileo’s, Sauced, and Red Rooster, patrons will find more relaxed atmospheres, with a twist that is unique to each individual venue. Isis offers a wide selection of beverages, as well as a hookah bar. Prairie Gypsies offers a catering service, as well as a daily selection of entrees. With the Old Trinity Church nearby and open for events and weddings, a catering service is uniquely situated in the Paseo District.

History:Old Trinity Paseo is the oldest church in

Oklahoma, and is still open for a variety of functions, and offers wedding packages within its historic walls.

The American Civil Liberties Union is present in the Paseo District. Their mission statement states that they are “dedicated to preserving the Bill of Rights, including artistic expression.” Positively Paseo (Oklahoma City Housing Services Redevelopment Corporation) is an

organization that is aimed at “revitalizing the historic Paseo neighborhood, which is zoned for artists’ studios and residences.” The Paseo District was the first arts district in Oklahoma City, and was certified as a historic district in 1981. The Red Rooster Bar and Grill is listed as Oklahoma City’s oldest bar and grill.

Housing:The neighborhood has a collection of Spanish

revival stucco and tile clad buildings, many that date back to the 1920s. The historical aspect of the Paseo’s housing is a tremendous opportunity for the district to utilize. Those in our target market who are also in the housing market will find the historical homes of the Paseo district moderately priced, and there are options available via various grants for the restoration of historical homes.

The area is currently experiencing a trend of restoration, which is attracting new and first-time homebuyers to the market. Careful manipulation of the history of the area can provide a launchpad for future development, and thus, a change in the

Market Analysisunderstanding of the environment of the Paseo district.

Few other districts can lay claim to such a diverse sprawl of historical homes and attractions.

Market Analysis:Overview:The Paseo has a unique edge in the marketplace

when it comes to visual arts. Not only is there a wide variety of price,

which can help to appeal to a wider variety of patrons (thus increasing awareness of the district’s price competitiveness), there is also the option of layaway, which other competitors do not yet offer. In rough economic times, this price variation, (along with the layaway option) is an important point to consider, as it may well indicate a decisive edge in the marketplace.

Layaway

Options for layaway provide the Paseo with an opportunity to attract patrons with less disposable income.

It also serves to dissuade the more affluent visitors to the Paseo, who enjoy the feeling of exclusivity in purchasing items that can be found nowhere else. Inkslingers Advertising does not advocate the discontinuation of the layaway program, however, as it offers a large amount of enticement to people who might seek to purchase their art somewhere more affordable.

Geographical Distribution:It would be beneficial for the Paseo to gain a

better understanding of the current demographic statistics in Oklahoma City and surrounding areas.

This information would be used to obtain an understanding of the distribution of our target market, allowing for targeted media buying efforts, and more targeted advertising. Because these cities are within reasonable driving distance, those who are traveling to OKC will offer substantial opportunities for further tourism influx into the Paseo District-therefore, creative

and media would also benefit from a focus on media that can be geared toward tourism, as well as local target markets.

Research PlanResearch Objective 1: Learn more about the current perceptions of

the Paseo.

Strategy 1A:Four focus groups will be put together,

drawing from members of our target market that have already been to the Paseo at least twice. Using the direction of a moderator, they will be encouraged to engage in conversation about the introduced topics.

We hope to answer:1. In one word, describe what you think

about the Paseo.

Research Plan2. How did you learn about the Paseo?3. Why do you visit the Paseo?4. Are you aware of any of the events in the Paseo District?5. Have you been to any of the arts festivals? 6. What was your opinion of the festival?7.What factors would dissuade you from visiting the Paseo again?8. What factors would entice you to visit the

Paseo again?9. Would you visit the Paseo more often

if you were offered coupons, discounts or specials?

10. Would you tell your friends and family about the Paseo?

Methodology 1A: Four focus groups will be composed of

five people from each of our target markets. Participants will be randomly selected, and the group will be conducted between April 13 and April 23, 2009. A moderator will direct conversation.

Strategy 1B:

A series of short questions in survey format, presented to qualified members of our target markets, will help to give us quantifiable data concerning general awareness of the Paseo.

We will ask:1. Have often do you visit the Paseo? -First time visiting -Once per month or less -3-5 times per month -5 times or more per month 2. What do you visit for, primarily? -Art -Food -People -Festivals -Entertainment

3. Are you aware of what businesses are in the Paseo?

-Yes, very aware -Yes, somewhat aware -No, not very much -No, not at all

4. Do you currently receive communication from any of the businesses in the Paseo? -Yes -No

5. If yes, which types of businesses? -Restaraunts -Entertainment -Galleries -Other

Methodology 1B:Five short questions in survey format

will be presented to visitors in the Paseo. We will conduct the survey during the Gallery Walk in April

Research Objective 2: Find out what factors influence the purchasing

of visual arts.

Research PlanStrategy 2A: Focus Groups will be put together, and using

the direction of a moderator, will be encouraged to engage in conversation about the introduced topics.

Methodology 2A: Four focus groups, composed of five people,

randomly selected from each of our target markets. The focus groups will be conducted between April 13 and April 20, 2009 These groups will be independently moderated.

We will ask our participants:1. Why do you buy art?2. How do you usually finance art purchases?3. What kind of visual arts are you interested

in?4. What factors are included in your decision

to purchase?5. What factors would dissuade you from

buying?

Strategy 2B:

We will compile a list of questions in survey format to help us determine the arts-based purchasing habits of those in our target markets.

Methodology 2B:Ask members of our target market, visiting the

Paseo, to take a moment to fill out their responses to the following questions.

1. Do you regularly purchase art? -Yes -No

2. Why? -Decoration/Aesthetics -Supporting the Arts -Hobby/Collection -As gift 3. Why not? -Too expensive -No interest -Doesn’t fit my décor -There isn’t anything I like -I create my own

4. Where else do you purchase art? -Hobby Lobby -Sidewalk Art Sales -Other Festivals -Online -Galleries

5. Would you be more willing to buy if there there financing options?

-Yes -No

Research Objective 3:Learn more about the typical sales patterns in

the Paseo.

Strategy 3A: Refer to documentation of sales

Methodology 3A:Obtain sales information concerning trends

in seasonal purchasing habits via available sales

Problems & Opportunitiesregistries and tax information.

Strategy 3B: Personal interviews with gallery owners

Methodology 3B:Interview the owners of Adelante, AKA

Gallery, Artscape, Avalon on Paseo, Carousels and More, Houz’s Studio, At Gallery One, In Your Eye, JRB Art at The Elms, Lovely Day Fine Art and Plants, Matlock Studio, Paseo Art Space, Paseo Pottery, Paseo Studio and Gallery, Mariposa, Studio Six, Theater Upon a Stardanceswan, The Woodchuck Chop Shop, Urbansilk

-What does your business offer? -Do you keep regular business hours?-What does your business sell?-Are there any items that draw high interest?-What months receive the highest sales? -What months receive the lowest sales?-Does your business have any events?-What events draw the largest crowds?-Does your business see increases in sales

during certain times of day?

Problems and OpportunitiesCompetition: Problem-Newer competition around the

metro creates more opportunities for the purchase of art. Consumers may find places closer to home where they will be able to satisfy their artistic needs.

Opportunity- Portray the Paseo as original and unique, with items that cannot be found anywhere else in OKC

Safety:Problem-The Paseo is viewed as an unsafe

area and not a place for familiesOpportunity-Recommend additional or

more visible security, apply for grants to create more lighting.

Parking:Problem-Parking spaces are limited, cramped,

and do not meet demand.Opportunity-Develop shuttle program to

provide transportation. Negotiate parking with area businesses, churches, parks, etc. Negotiate with Oklahoma City to provide additional public transportation routes/stops in the district. Seek grant opportunities to promote a carpooling program, especially during times of high consumer concentrations (ie, festivals, gallery walks).

Hours of Operation:Problem-Galleries are not consistent with

their hours.Opportunity-Negotiate with gallery owners,

create “Featured Galleries” each month that are open during specific, predictable hours. Heighten awareness through radio advertising and possible newsletter.

Purchasing Habits:

Problem- Few people actually purchase art from the artists and their galleries.

Opportunities- Increase awareness of purchasing options such as layaway through newsletters or extensive print and radio advertising. Also, personalize the purchasing process by offering biographies of the galleries or owners through pamphlets or brochures.

Perception:Problem- The area is sometimes seen as a

drug-infested, hippie culture.Opportunities- This can be manipulated to

appear as more of a free-spirited, fun place where various wares are sold that can be found nowhere else. Utilize print and internet venues to promote awareness with emphasis on “free-spirited,” where one can “Rediscover Yourself.” Refer to creative for further clarification.

Venues:Problem-There are a limited number of

venuesOpportunity-Emphasize that venues are

very specialized, can not be found anywhere

else, some are “oldest,” some are “first” in the city. Create “Featured Business,” or “Featured Owner,” section each month for press releases or newsletter inclusion.

Events:Problem- Events do not receive adequate

promotion, are erratic, and too few are family appropriate events

Opportunities-Create internal business calendar of events by year, then redesign to send out with newsletter, print and internet. Create Facebook page for low-cost promotions. Allow for Twitter promotions, website banners, ad placement in event themed magazines such at The Oklahoma Gazette. Consider formulation of microsite tailored more to campaign creative.

Internet Presence:Problem- There is very little awareness of the

website, very little online presenceOpportunity- Facebook page with links

to artists, studios, businesses, and restaurants. Blogspot: Have artists, gallery owners and business owners write content for blog. Link

to individual blogs. Rework website copy to allow for search engine optimization—Words include “art,” “purchase art,” “buy art,” “historic district,” “Oklahoma City Art,” “pottery classes,” “galleries,” “ceramics,” “glassworks,” “blowing glass,” “sculpture,” “photography,” “dining in OKC,” “pizza” “bars in Oklahoma City,” “dinner in OKC,” “Paseo,” “housing,” “shopping,” “festivals,” “events,” “live music,” “hookah bars,” “music,” “tattoo,” “yoga,” “child,” “children,” “family,” “open mic,” “poetry,” “fine dining,” “lunch.”

LandscapingProblem- Landscaping is sparse, unattractiveOpportunity- Small amounts of inexpensive

landscaping would significantly increase appeal. Consider bids from OKC and surrounding areas, as well as from Tulsa. Create volunteer event that will accomplish this goal while connecting the Paseo with the “Go Green” movement, creating community awareness of the area, and promoting the idea of beautifying a historical district. Promotion of this event would be most

Problems & Opportunities

Communications Objectiveseffective on college campuses.

Housing:Problem- Buildings are older, some are not

aesthetically pleasingOpportunity- Brand as historic, small amounts

of cleanup would improve the area. Consult with area artists for artistic representation of more interesting or historic (those with a “history”) to improve awareness. Create volunteer-led tours of empty or restored buildings, and recruit tour leaders from area colleges. Consult with colleges for leadership, course-based, or volunteer credit.

Marketing Objectives: -Increase traffic flow throughout the

Paseo district by 30 per cent during and after the campaign effort.

The success of this goal can be measured by:

-Pressure hose sensors placed on the roads in the district to determine vehicle traffic

-Traffic counters placed inside doorways to monitor foot traffic.

-New mobile alert subscriptions-Physical guestbook signings within galleries

-Increase sales by a minimum of 10 per cent within four months of the campaign launch.

The success of this goal can be measured by:-Working with business owners to obtain

quantifiable data on past and current sales

Advertising Communications Objective:-To obtain a 30% traffic increase within

the Paseo District among members of our target markets.

Success of this goal can be measured via:-Foot traffic counters at the doorways of

various galleries. -Sales increases, as evidenced by sales data-Observational data

-To convince members of those markets that the Paseo is a place where they can rediscover feelings or experiences they cannot find elsewhere.

Success of this goal can be measured by:

-Personal interviews-Increases in repeat visits, as measures by

focus groups that will be conducted after the campaign has concluded.

-Increases in mobile subscriptions

New Media StrategyNew Media Strategy-Utilize non-traditional media channels

such as e-mail databases and social networking sites to increase awareness of the Paseo by approximately 40%.

Get the word out via strategic ad/information placement in areas such as:

-Hotel Lobbies-Tourist Welcome Centers-Rest Stops-Restaurants

-Utilize social networking sites such as Facebook, MySpace, Linkedin, and Twitter to create efficient advertising for the Paseo.

All of the above are accounts that can be created and updated to reflect on upcoming events and other information at little to no cost, while still offering advertising opportunities that are highly targeted for specified demographics.

-Update the Paseo website to become one that is current and aesthetically pleasing to viewers, while still aligning with this campaign.

Continuity between the website and all other adveritising formats will provide visitors to the site with the understanding that the Paseo has stability and understands themselves as well as their patrons. This continuity will translate into an integrated marketing campaign that is stable and reliable across all media channels. The redesign of the website is one of the biggest goals for this campaign. Currently, it is a noticeable weak spot for the Paseo. Navigation is unintuitive and tends to mislead visitors. These visitors should be able to go and find what they are looking for within a matter of seconds.

-Create and maintain a website section containing all featured events, businesses and galleries would need consistent updating to keep information consistent

and updated.

-Create a digital “guestbook” for the Paseo’s benefit.

Guests would visit the site and receive

immediate prompting to “Sign the Guestbook” before proceeding. This guestbook would then be used, pending approval by those choosing to sign, to send out notices, invites, and the new newsletter that this campaign has advocated.

Media Plan Media Problem:Specified target markets vary significantly

from group to group. The limited budget does not provide for

traditional media approaches, so a more creative approach will need to be undertaken in order

Media Planto effectively meet our reach and frequency objectives.

Media Objective:-Concentrate message delivery to business

professionals ad retirees, ages 21 to 60, who consider themselves to be “art collectors” or “enthusiasts,” and who tend to have pride in or emotional attachment to the artistic pieces in their homes, as opposed to “art owners,” who simply own art.

Creative Objectives-Seek media which offer maximum reach as

well as the opportunity to effectively portray the benefits of the arts and of visiting the Paseo.

-Seek media that can reach broad numbers with minimal cost.

-Seek media with instant or trend appeal, such as social media outlets like Facebook or Twitter, which can provide for large reach and frequency through options such as instant status updates or “Become a Fan” pages.

Reach and Frequency:-Achieve a minimum level of 70% reach

against the target audience within the campaign period.

-Achieve a minimum frequency of 3.0 against the target audience over the campaign period.

-Utilize Google analytics to obtain an understanding of current “hot spots” on the Paseo site, which can then be translated to the suggested improvement of the site, or topics that will be of interest to viewers on Facebook or Twitter sites.

Geography:-Reach those in the Oklahoma City

Metropolitan area and surrounding cities, such as Norman, Stillwater, Midwest City, Edmond, Moore and Yukon with the interest and means to both visit the Paseo and purchase art.

-Develop a secondary campaign to generate interest in the Tulsa area.

-Utilize local media such as broadcast and/or cable television, radio and popular internet venues, such as networks centered in the targeted

geographical areas.

Continuity/Timing:-Successfully take a pulsing approach in

broadcast/cable and radio-Successgfully utilize a pulsing and/or

flighting for internet advertising. If cost effective, utilize continuous advertising in certain internet venues, allowing for unbroken communication.

-Concentrate our media approach during important time frames, including the last half, or end of the month (with Gallery Walks on the first Friday and Saturday of the following month), avoiding seasonal lows, such as late summer months and mid winter months. Feedback indicates that sales are almost nonexistent during that time.

-Focus additional advertising during from mid-April to Late May in preparation for the arts festival that the Paseo District hosts. Sales peak during that time.

Media Placement

Media Placement

Budget Allocation

13%

20%

25%

10%

19%

8%

5%

0%

Look @ OKCThe GazetteFridayText AlertsRadio Station AdsOnline StreamingGoogle BannerUnallocated

Creative ExecutionsBudget:-Efficiently allocate the $20,000 budget through

various media in the advertising campaign.-Concentrate expenditures in print

advertising.-Focus secondary concentration on radio-Allow some cost for internet venues

Special Marketing Problems:-Deliver an effective message while staying

within the allocated budget.-Create a campaign that can effectively target

a significant percentage of our target markets, which vary significantly.

-Create a campaign that can significantly alter perception of the Paseo. As of this time, perceptions of the area remain predominantly negative, especially in older age groups.

Creative Executions: The Big Idea:

All advertising execution will focus on the Paseo as a place where feelings and emotions can come together to form a unique experience that can be found in no other place, no matter the claims.

Visitors can “Rediscover the Paseo,” while rediscovering themselves through a variety of descriptors such as passion, education, creativity, and diversity.

Selected after extensive research, this also stems from creative solutions withing the problems and opportunities section.

This approach is effective on a number of levels. It appeals to our target markets on emotional and rational levels by combining images and copy to evoke a level of curiositiy that will both increase foot traffic, and provide for future increases in sales and brand loyalty.

Inkslingers Advertising believes that this tagline has the flexibility to be applied across a variety of media. Execution will include the Paseo Colors, logo and tagline, accompanied by type and imagery specific to each target market. Newsprint designs utilize a dynamic and colorful display, and radio ads appeal to predominantly

emotional responses with imagery-related descriptors.

Creative Tactics:All advertisement will emphasize the need

for rediscovery via emphasis of facets of life that might be missing.

Copy Tone:All creative will be light, warm and friendly,

with a twist of humor, emphasizing the idea that only the Paseo can truly let one “rediscover.”

Art Direction: All creative will utilize the color scheme and

Paseo logo in a new and vibrant way in order to communicate the idea that the Paseo can embody ideas and feelings such as “fun” and “free-spirited,” which appeals to our younger target markets. At the same time, specialized creative will appeal toward a more affluent target market

Communications Toolsthat has extreme potential to heavily influence the Paseo’s current traffic and purchasing patterns in a drastically positive fashion.

Creative Brief:Summary of Brand Positioning: The Paseo Arts District should be seen as

the premier place for visual arts exposure and purchasing in the Oklahoma City Metro area. Additionally, they should be seen as an area with definitive historical value.

Creative Copywriting:Project Overview:We will be creating a campaign that will help

to create awareness and promote traffic and purchasing in the Paseo District. Ads will include print, internet and a limited amount of radio.

Specifications:-Radio ads will include two 30 second spots-Print ads will include six different ads to be

placed in three different media -Internet ads will include three different

banner ads to run on websites affiliated with print placement (such as the Oklahoma Gazette’s website) and Oklahoma City events websites.

Suggestions & Recommendations:-Campaign hinges on the idea of rediscovery,

and should successfully communicate that concept.

-Campaign requires to use the logo, a spcific color scheme, and must include the catch phrase.

-A dynamic layout that utilizes an angled grid system might provide the approach the Paseo needs for the identified target markets.

Required content: -Paseo Logo-Paseo Color Scheme-Paseo tagline : Where arts and history come

alive

Communications ToolsPublic RelationsInkslingers has developed a public relations

campaign that supports the application of the creative in new and unique ways to improve the perception of the Paseo across employee, consumer, owner and community perspectives.

Because so many shoppers are taking more and more information into account when making high-involvement purchases, it is very important for the Paseo (and the Paseo Arts Association) to be perceived as community-based, grassroots type of place/organization.

ExternalCommunity:Promotion of “green” events (as part of solution

Communications Toolsfor landscaping) will both fit with the Paseo’s image and promote the area as environmentally conscious.

Internal

Business Owners:Running a business alone can be difficult,

but the diversity of stores in the Paseo can offer a degree of togetherness that cannot be found anywhere else in the state.

In order to make the public relations section of this campaign successful, owners will need to set consistent business hours and provide reliable contact information so that consumers will know that visiting the Paseo IS worth the time, because the businesses they want to support will be open.

Visiting Artists:Visiting artists are in a position to contribute

to the Paseo’s image. By promoting their arrival with “Rediscover” collaterals, they can further strengthen the Paseo’s image and diverse, varied

and educational.

Public Relations Objectives:-Improve business owners’ continuity in

availability.-Build positive relationships among affluent

members of society for the purposes of financial support.

-Build relationships with families that will encourage familiy participation in Paseo events

-Offer the community press releases acquainting them with the histories of various buildings, businesses, and owners.

-Make known the Paseo’s business owners’ various community involvements

-Create positive and mutually beneficial partnerships with area schools and their students.

External Public Relations

Public Relations Tactic I:Day at the PaseoThe Paseo will partnership with area schools

within driving distance of the Metro to provide both day trips and camps, and daily workshops to provide education and experience in the arts.

Inkslingers Advertising’s goal was to make the Paseo’s largest scale community partnership one that is based in families. By creating awareness of the Paseo as a place that can provide safety and education even to children, it sends a powerful message about the Paseo’s level of safety and value to the community.

Public Relations Tactic II:“Paint it Green” FesitvalA fesival capitalizing on the Paseo’s capability to

“Go Green” will offer another facet of community relations that is currently very popular, while also fufilling the campaign recommendation for another, more minor arts festival in the fall.

Artists and visiting artists can provide works

Communications Toolsthat have been created with recycled or discarded materials. Other alternatives are pieces created with environmentally friendly materials, or to help further an environmentally conscious message.

Further possibilities include the participation of other businesses and restaurants with items or services that follow this theme.

Public Relations Tactic III:Edgemere GalleryThe Paseo has gallery space for visiting artists,

but what if one of those gallery offered to conate time once per year for presentation of deserving students’ works of art?

By promoting its wilingness to support the future of the arts, the Paseo opens itself up to increaed traffic and awareness, as well as press coverage that doesn’t need to be openly solicited.

An alternative is the donation of gallery space twice per year, if possible.

Internal Public Relations

Public Relations Tactic I:Featured Gallery ProgramGalleries participating in improved availability

and more stable hours, and meeting a standard agreed upon by the Paseo Art Association, will be eligible for Featured sponsorship. This gallery would be featured on the website, in collaterals, in print advertising, and in radio spots.

Public Relations Tactic IIFeatured Business Program:Businesses will be eligible via drawing for

Featured Business Promotion, to include all of the promotional materials as Featured Galleries.

Public Relations Tactic III:Paseo Internship ProgramThe Paseo can further its image as educational

by providing internships to college students (also members of one of the target markets) in various areas of operations. Suggestions include Advertising, Public Relations, Design, Business Management and Restaurant Management.

Media Relations:

Press Releases:Edgemere Gallery, as well as the “Paint

it Green” Fesitval can provide opportunities for coverage by Oklahoma City publications interested in providing information about events and occurrences within the city.

Further coverage can result from press releases provided to small town news sources within driving distance.

PASEO ARTS ASSOCIATION

30-SEC RADIO

YOUNG WOMAN 1: Imagine…rediscovering creativity

YOUNG MAN 1: Rediscovering diversity YOUNG WOMAN 2: Rediscovering inspiration

YOUNG WOMAN 1: Imagine…

YOUNG MAN 1: Rediscovering it all…at the Paseo

YOUNG WOMAN 2: Where arts and history come alive

Radio Ads

PASEO ARTS ASSOCIATION

30-SEC RADIO

YOUNG WOMAN: There’s a place in Oklahoma where you can rediscover your inspiration

YOUNG MAN: Your passion… YOUNG WOMAN: Your creativity….

YOUNG MAN: At Northwest Twenty-eighth and Walker

YOUNG WOMAN: You can rediscover a historic arts district known for its eclectic spirit and colorful character

YOUNG MAN So come visit us….rediscover yourself….at the Pah-say-o

BOTH: Where arts and history come alive!

Radio Ads

Print Ads

Print Ads

Still Banner Ads

Animated Banner Ad