"rediscover the paseo"

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Post on 12-May-2015

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This was a re-branding campaign given in my Ad Campaigns course with Sandy Martin.

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  • 1.Table of Contents Situation Analysis.............................................................................................................1 Target Market...................................................................................................................1 Competitive Analysis........................................................................................................3 Product Analysis...............................................................................................................5 Market Analysis................................................................................................................7 Research Plan...................................................................................................................7 Team Members: Problems and Opportunities..........................................................................................10 Marketing Objectives......................................................................................................12 Jamie Robison Advertising Communications Objectives.......................................................................12Rhiannon Winkelman New Media Strategy.......................................................................................................13 All Wilsony Media Plan.....................................................................................................................13 Emil White y Media Placement ...........................................................................................................15Chelsea Stephens Media Budget .................................................................................................................16 Thomas Mills Creative Executions.......................................................................................................17Nafiz Mannan Communications Tools ...................................................................................................18 Public Relations..............................................................................................................18 Radio Ads..................................................................................................................19,20 Print Ads....................................................................................................................21, 22 Banner Ads ................................................................................................................23, 24

2. Situation AnalysisSituation Analysis all, were art enthusiasts and collectors ourselves. This is why were able to suggest a variety of new and interesting implementations designed toarts. Arts and culture have received large amounts increase the Paseos appeal, and most importantly, This target market will have money to spend of attention in the recent years, as funding has its physical traffic to the area. After all, when the on arts, and will be a valuable investment because decreased, especially in the schools. It is important traffic increases, the older perceptions can bethey will develop into other target markets, for the metro area to understand that there are broken and a new Paseo can emerge. offering future support for the Paseo Artists destinations at which to experience the latest and Association. greatest in the arts, while also experiencing a vast amount of history and culture.Target Market:The Golden Rulers Because of the current economy, hobbyists Our evaluation of the potential viable market Retirees who live in Oklahoma City and are purchasing less, and they are less likely to segments for the Paseo Artists Associationsurrounding areas, with income to spend on leave their homes in search of art. However, rebranding campaign includes four distinctthe arts, and who have an interest in the arts or the Paseo still has genuine appeal for die-hard prospect segments. Each of these groups hashistoric districts. art enthusiasts, educators and collectors. These a distinct profile and will require specific, Retirees will have more time unaccounted for, individuals know what the rest of the state needs specialized advertising attention. The threea more developed sense of appreciation for the to knowthat the Paseo is still the top destination segments we believe the Paseo Arts Associationarts and a greater interest in supporting the arts. for arts and history in Oklahoma. should focus their marketing toward include: However, current perceptions of the district include older ideas that are no longer applicable, The Success Stories The Experiencers such as the drug culture that existed in the 60s Families from Oklahoma City and Business Professionals who live in Oklahoma and 70s. There is also the belief that the Paseo is the surrounding areas with some form of City and surrounding areas, who range in age dangerous, and that it isnt an area for families. discretionary income. from 21 to 55 and who have an existing interest in All of these perceptions are incorrect, and This target market is important because art or historic districts, and possess discretionary Inkslingers Advertising firm knows this. After families are composed of other target markets. income that can be used for the purchase of fine 3. Competitive AnalysisYoung parents will have in interest inarts districts. Those that have historic buildings purchasing art for their home, and if the PAA canor are historic districts attempt to make that rebrand as a family-friendly environment, theinformation a part of their branding.specific. new demographic will add additional economic These areas contain a variety of different support to the district. entertainment venues and activities. ThePlaza Districtassortments are large enough to meet the needs of 1629 North Marion Ave. Ste. 100.The Investors almost any demographic, while appealing heavily The Plaza District bills itself as the performingTourists in the age bracket of 45-60, who are to the target demographics we have selected. arts district in the Oklahoma City Area. They traveling from other areas in Oklahoma, or from offer a brand with historic roots, but a quirky states directly adjacent to Oklahoma (Kansas,Direct personality. Arkansas, Texas, Missouri, and New Mexico) Norman Arts Circuit/Council While their businesses and venues are with an interest in shopping in and/or touring Norman, Oklahoma limited, they keep a busy schedule of events historical districts.The Norman Arts Council provides an updated easily accessible via their website. However, theirThis target market offers a focus on those website with current, relevant information. website is outdated, simplistic, and limited in people who are traveling into the state from Despite this, they clearly place their emphasis information. other places and may have no preconceptions on the performing arts in place of the visualThe Plaza district has little to no print, about the Paseo District, will have income that arts. Their branding offers a New-Age design, broadcast or outdoor advertising. Advertising is has been budgeted specifically for shopping and promising a younger, more hip personality that limited to business-specific advertising in small tourism-related expenditures younger demographics will be attracted to. formats, such as small newsprint advertising inAdditionally, the NAC has the added bonus the Oklahoman or the Gazette.of advertising community involvement, whichCompetitive Analysis: they make clearly accessible to those visiting theWestern Ave:23rd and Western Ave.website.All of the competitors chosen emphasize their There is little to no print, broadcast andWestern Avenue bills itself as a locally-owned involvement in the arts, or bill themselves as outdoor advertising, save those that are business shopping and dining district. It is branded with a 4. Competitive Analysis classic theme, relying heavily on a transitional other being Cafe City Arts an annual art show art deco design. fundraiser.There are a few entertainment venues, such reminiscent of Victorian-era activities, and the as the Conservatory and Will Rogers Theater,Arts Districts: familiar pastimes of movie going and baseball as well as a broad variety of restaurants, both Austin, TX; Dallas, TX; Santa Fe, NMare heavily promoted. up and downscale in price. There is plenty of All three are major arts and historic districtsAdditionally, with the Ford Center, Cox housing in the area, and schools are present, as within driving distance of Oklahoma City. Convention Center, and the introduction of well, making this a family-friendly environment, Because of their branding campaigns and the OKC Thunder NBA team withing walking with easy ways for a family or young couple to established allure, they are capable of offering distance of the district, Bricktown is able to offer enjoy themselves.significant competition. a broad variety of appealing forces.Business-specific advertising is prevalentBricktown has television and print advertising on basic cable, as well as a number of smallervia local newspapers such as the Oklahoman or Indirect publications. the Gazette. BricktownTheir brand is consistently recognized. Bricktown is a major district in OklahomaCity Arts Center: City. Major renovations have transformed the3000 General Pershing BlvdOklahoma Science Centerarea from a dilapidated warehouse district intoThe City Arts Center is located near downtown 2100 NE 52nd Sta haven of restaurants and other entertainment Oklahoma City. They have visual art exhibits The Oklahoma Science Center wasvenues. from local artists and students.established in 1958 as the Oklahoma Science and While there is little to no visual arts presence,They have a website offering a very limitedArts Foundation. Their mission was and is toBricktown offers a family-friendly environment selection of art pieces for sale and offer classesimprove the cultural and educational standardswith a lar