MyLine Marketing Campaign
Transcript of MyLine Marketing Campaign
MYLINE REBRANDING PROPOSAL
CURRENT MYLINE PRINCIPLES
MyLine is insider access for those 35 and under who want smart, socially relevant theatre on a budget
(2) $15 tickets to TimeLine performances MyLine Bring-A-Friend discount — $5 OFF regular-priced
tickets to purchase additional tickets or for friends who do not qualify for the MyLine price
Invitations to exclusive MyLine events scheduled during the run of each TimeLine production
PROPOSED MARKETING STRATEGIES
OLD Target Demographic:
35 and under
Ticketing Options: MyLine $15 Tickets “Bring-A-Friend” $5
discount” Student $10 Discount
Invitations to exclusive MyLine events
NEW Target Demographic:
18-35
Streamlining of options Guest of any age + MyLine subscribers
MyLine Ambassadors
TARGET DEMOGRAPHIC:THE MILLENIAL
TARGET DEMOGRAPHIC:THE MILLENIAL
Change “35 & Under” 18-35
Makes millennials feel catered to Specific programming for them Differentiates from baby boomers
PROPOSED MARKETING STRATEGIES
OLD Target Demographic:
35 and under
Ticketing Options: MyLine $15 Tickets “Bring-A-Friend” $5
discount” Student $10 Discount
Invitations to exclusive MyLine events
NEW Target Demographic:
18-35
Streamlining of options Guest of any age + MyLine subscribers
MyLine Ambassadors
STREAMLINING OF OPTIONSRegular Ticket?Student Discount?
MyLine?
Subscription?
Military Discount?
Flexpass?Bring-A-Friend?
STREAMLINING OF OPTIONSRegular Ticket?Student Discount?
MyLine?
Subscription?
Military Discount?
Flexpass?Bring-A-Friend?
MILLENIALOVERLOAD
OLD DISCOUNTS Student Discount
MyLine
Bring-A-Friend
NEW DISCOUNTS MyLine
Eliminate illusion of choice
Simplify purchasing Guest of any age
STREAMLINING OF OPTIONS
PROPOSED MARKETING STRATEGIES
OLD Target Demographic:
35 and under
Ticketing Options: MyLine $15 Tickets “Bring-A-Friend” $5
discount” Student $10 Discount
Invitations to exclusive MyLine events
NEW Target Demographic:
18-35
Streamlining of options Guest of any age + MyLine subscribers
MyLine Ambassadors
MYLINE AMBASSADORS
Promote TimeLine/MyLine Participate in focus groups
Manage Social Media Organize MyLine events
Mass market appeal to all majors (Ex. History/PoliSci) Not JUST Theatre
CURRENT MYLINE PRINCIPLES
MyLine is insider access for those 35 and under who want smart, socially relevant theatre on a budget
(2) $15 tickets to TimeLine performances MyLine Bring-A-Friend discount — $5 OFF regular-priced
tickets to purchase additional tickets or for friends who do not qualify for the MyLine price
Invitations to exclusive MyLine events scheduled during the run of each TimeLine production
PROPOSED MYLINE PRINCIPLES
MyLine is TimeLine’s low-price ticket program for theatregoers 18-35. It’s free to join and gets you exclusive access to $15 tickets for all TimeLine shows, plus invites to great parties. All tickets are $15. You can purchase 2 tickets for
each production with your MyLine membership and your guest can be any age.
We host a MyLine night for each of our productions We save a number of MyLine tickets for each production, but you
should plan ahead and reserve yours in advance. You'll also get insider information about TimeLine productions. There is absolutely no obligation to purchase tickets.
CREATIVE DIRECTION PROPOSAL
CURRENT CREATIVE DIRECTION
Design Key Points Sans-Serif Caps/Lowercase Gradient Color Continuity
CREATIVE DIRECTION 1
CREATIVE DIRECTION 1Design 1 Key Points
DIN Condensed Bold All Caps, Angular Retro, but forward movement Connectivity to TimeLine
Fulfillment of mission Two halves of one whole
CREATIVE DIRECTION 2
CREATIVE DIRECTION 2Design 2 Key Points
Contrasting angular/round One degree of separation Vintage Versatility Connectivity to TimeLine
“Full Circle” Discussion & Impact
CREATIVE DIRECTION 3
CREATIVE DIRECTION 3Design 3 Key Points
No-Frills Title Treatment One degree of separation Removal of timeline motif Connectivity to TimeLine
Audience Mission Maintaining individuality
CREATIVE DIRECTION 4
CREATIVE DIRECTION 4Design 4
Key Points• Reinterpretation of line concept All-Caps, thinner Versatility of use Connectivity to TimeLine
MyLine’s “on board” with TimeLine Collaborative relationship
CREATIVE DIRECTION FINAL DRAFTS
Design 1
Design 4
Design 3Design 2
MYLINE REBRANDING PROPOSAL