IMC CampaignsFall 2008

Cyndi Jennings, Cecilia Martinez, Daphne Sierra, Ricki Williams,

and Emily Wilson

Our goalTo increase the audience number by 200

people per night of Nights of Broadway reaching their auditorium’s maximum capacity to 530 people by creating an advertising campaign that would create awareness of the production among the community.

ProblemLow attendance to their performances.Needs to implement signing to find the

auditorium.No advertising outside of the high school.Only targeting E.H.S. students, faculty, and

parents.Promotion through word-of-mouth.

Four pillarsResearchPlanningCommunicationEvaluation

ResearchPrimary Research:

E.H.S. website [www.easttheatre.com]First meeting with client

Secondary Research:The New York Times article

“performed better in six categories of literacy and critical thinking skills than did students who were not in the program.”

National Endowment for Arts Gave us the idea for the middle school demographic

ResearchSecondary Research (cont’d)

The Wichita Eagle articles October 20, 2008:

Gave us the idea for the older demographic October 22, 2008:

Showed us the importance of arts in the communityWe sent a survey out to USD 259 Theatre Dept.

teachers. We received two surveys back. Showed us how their successes and failures in

advertising which help us in picking the mediums to use in our campaign.

SWOT analysisStrengths:

Quality of the production is high.Variety of performance: 26 songs from 23

different musicals.Parents and family members of students acting

will always attend the productions.

SWOT analysisWeaknesses

Lack of signing from the parking lot to the auditorium navigating the audience to the theatre.

Lack of any sort of marketing and advertising efforts.

Boundaries to target only specific groups.

SWOT analysisOpportunities

The popularity of Disney's High School Musical can drive attendance to the performance.

The articles about E.H.S. auditorium in The Wichita Eagle and The College Hill Commoner published weeks before the performance spotlighted the theatre.

The bond issue supporting sports and fine arts in Wichita was passed weeks before the opening of the production. This shows that there is interest in the arts in Wichita.

SWOT analysisThreats

The high cost of advertising the show in the mass media.

The lack of interest from high level authorities of middle schools in the area.

The lack of interest from middle school students in arts.

The assumptions from adults who think that high school productions are not of high quality.

PlanningOur client, Derrick Gronewold, wanted to

reach a broader audience.Target Audiences:

Middle School StudentsWichita Artsy AdultsWichita Older AdultsCollege Students

PlanningMiddle School Students:

Particularly those who would be attending E.H.S.

Interested in the International Baccalaureate (I.B.) program

The schools to be reached were: Robinson Middle School Mead Middle School Jardine Middle School. 

PlanningWichita Arsty Adults:

Defined as people that enjoy and appreciate the arts

Easily drawn to watch this theatre production.

PlanningWichita Older Adults:

Defined male and female adults within the age group 35 to 55 years old.

Enjoy watching theatre productions.

PlanningCollege Students:

Students attending Wichita State University, Friends University, and Newman University

Currently enrolled in theatre or musical theatre classes

PlanningStrategy, Tactics,

Messages, and Themes:Middle School

Students: Inspiration from

Disney’s High School Musical

Special Wednesday night performance

Students free with paying adult

PlanningStrategy, Tactics,

Messages, and Themes:Artsy Adult

Mature flyer Final Friday on October

31, 2008 Naked City Article

PlanningStrategy, Tactics,

Messages, and Themes:Older Demographic

B98 Make a Difference Mondays

PlanningStrategy, Tactics, Messages, and Themes:

College Students: Wanted to meet with students enrolled in theatre or

musical theatre classes at WSU, Newman, & Friends Extra Credit Opportunity

BudgetNo higher than $1000No financial problemsHow spent:

500 semi-gloss postcard fliers, four-colors (250 per design) for a total of $76.

The radio package – Make a Difference Monday plus commercials throughout the week of the performance– for a total of $480.

CommunicationMiddle School Students:

Held assembly at Robinson M.S. November 17, 2008

8th graders attendedBrought three acts from Nights of BroadwayPromoted the production

CommunicationWichita Artsy Adults

Attended Final FridayPromoted the showHanded out mature flierWent to Open Mic Nights at art gallery

CommunicationWichita Older Adults:

B98 Make a Difference MondaysDemographic of station 31-54 years oldGronewold and musical director went on air

November 17 at 8:00 a.m.Brought singers from production

CommunicationCollege Students

Sent e-mails out to professorsNo responseWent to campuses and posted the fliers

CommunicationFinal Communication

Two articles in The Wichita Eagle E.H.S. falling apart Allocation of money for the arts

The College Hill Commoner Bond Issue

EvaluationRobert Kendall (Public Relations Campaigns

Strategies, 1992) Evaluations of a campaign strategy are

measurements of: Goal achievements Results Improvements of some kind.

The three steps:in-process evaluationinternal evaluationexternal evaluation. 

EvaluationIn-process Evaluation

Distributed fliers on Final FridayDistributed fliers at RobinsonBoth a success: increased awareness of E.H.S.

EvaluationInternal Evaluation

Each team member worked hardDocumentation of processFeedback: our client was happy!

EvaluationExternal Evaluation

Questionnaires distributed Handed out on Thursday and Saturday Received 75 filled out

Observation Sold out Friday and Saturday night

Pre-ordering tickets assisted in success

Final SuggestionsKeep in contact with Robinson Middle SchoolTry to persuade Jardine and Mead Middle

SchoolsGuerilla Marketing for artsy adultsTicket selling contestContact universitiesBond Issue passing:

Keep musicals in bigger auditoriumFix-up the theatre

Survey results

How did you hear about the performance of ‘Nights of Broadway’?

Survey results

What could East High School

theatre department do to get you to

come back for another

performance?

Survey resultsWhat is your age?0-13: 2 people

14-18: 12 people

19-30: 4 people

31-54: 39 people

55-70: 13 people71 & up: 4 people

Survey ResultsThis is the total number of people who attended each night.Wed: 28 peopleThurs: 160 peopleFri: 530 peopleSat: 530 people

Daily Log: SeptemberDate Description

Tues. 09-23-08 •Discussed plan for the project.

Thurs. 09-25-08•First meeting with client.

•We figured out what the client wanted out of our campaign.

Tues. 9-30-08 •Brainstorming how to incorporate our client’s ideas from meeting into

overall campaign.

Daily Log: OctoberDate DescriptionThurs. 10-02-08 •Brought potential ideas for graphic and copy for flier.

•Also talked about research and planning.

•Meeting with Robinson (our middle school target) to figure out when to meet and talk to their students.

Mon. 10-06-08 •Meeting with B98 radio station to figure out the specifics of the interview and commercials and also finalize.

Tues. 10-07-08 •Talked about The Love of Oranges that we saw over the weekend.

•Brought rough draft copies of flyer design and body copy for middle school demographic and artsy/older demographic.

Thurs. 10-09-08 •Wrote up presentation for our client.

Tues. 10-14-08 •Second meeting with client. Discussed our ideas and goals for the project campaign and sought approval from the client.

Tues. 10-21-08 •We assigned all of the team members’ research components that needed finalization.

Sun. 10-26-08 •Meeting to finalize fliers.

Tues. 10-28-08 •Set goals for the future of this campaign. Presented to the class our progress on the campaign.

Fri. 10-31-08 •Going out to Final Friday to hand out fliers for our “Artsy Adults” target.

Daily Log: NovemberDate Description

Mon. 11-10-08 •Third Meeting with the client. Discussed how Final Friday went as well

as talking about how he fits into the implementation process. Mande

Braden interviewed Gronewold for the Naked City article.

Mon. 11-17-08 •We went to Robinson Middle School. We promoted the show and had

some of the artists from E.H.S. to sing a few songs from N.O.B.

Gronewold spoke on “Make a Difference Monday.”

Wed. 11-19-08 •Last Dress Rehearsal. Middle-school night. 28 people.

Thurs. 11-20-08 •Opening of Nights of Broadway performance. 160 people.

Fri. 11-21-08 •Nights of Broadway performance. 530 people. SOLD OUT!

Sat. 11-22-08 •Nights of Broadway performance. 530 people. SOLD OUT!

PicturesRicki and

Cyndi awaiting surveys at the Friday night

performance.

Our client, Derrick

Gronewold a.k.a ‘G’.

Pictures

Friday night audience. SOLD OUT!

Pictures

Nights of Broadway

Pictures

Bibliography1. Kennedy, Randy. “Guggenheim Study

Suggests Arts Education Benefits Literacy Skills”. The New York Times. Jul. 27, 2006.

2. National Endowment for the Arts. “Effects of Arts Education on Participation in the Arts.” 

3. Tanner, Beccy. “Tough Choices for City of Wichita: Who will get arts funding?” The Wichita Eagle. Oct. 20, 2008.

4. Wistrom, Brent D. “Art Museum Gets Biggest Slice of City Pie.” The Wichita Eagle. Oct. 22, 2008.

THE END!