Phase III Strand

Phase III
Group 1: Juliana Dushaj, Elizabeth Clermont, Elle Mullen, Taylor Sackett, Taylor Richardson
Secondary Research
● We asked Karen questions about the Strand’s history, their services. The same day we took a tour,
learned about the center’s most recent renovations and their various membership options.
● Scholarly articles were accessed via SUNY Plattsburgh’s Feinberg Library. The articles provided insights
into the after school and extracurricular activities of United States students.
○ Children’s Extracurricular Activities revealed that 70 percent of families surveyed involved their
children in an extracurricular activity. While athletics were the first pick across the board, music
and art were also in the lead. The study also found how family’s income affects a child’s access to
extracurricular activities.
○ The Average Amount Americans Spend on Entertainment revealed that 6 percent, or $2,827, of what
is spent by the average family a year is spent on entertainment. This seemed indicative that
American homeowners, for example Plattsburgh residences, have entertainment budgeted into
their annual expense.
○ In, the Importance of Art Education in Child Development, Dr. Kerry Freedman, promotes the
popular theory that art boost creativity in children.
Primary Research
● Conducted interviews with parents about the Strand, its services, and their interest in
extracurricular activities (Qualitative).
○ SWOT Analysis:
■ Strength: Many knew about the Strand.
■ Weakness: Not many knew about the services offered, membership levels are
lower than the competitor (YMCA).
■ Opportunity: Raise awareness for services and products offered for the
Strand, and offer membership promotions.
■ Threats: Competitors, lack of interest in the arts. Sports preference.

● Developed and sent out surveys to Plattsburgh Moms Facebook page and professors with
kids as well as their friends (Quantitative).
Survey Findings
● Most respondents are from Plattsburgh/Clinton County
● Most families who responded had kids within the 10-16 age range followed by the 6-10
age range
● Families with two kids were more popular
● Enjoy spending time outdoors or visiting family
● Most kids partake in extracurricular activities, however they are mainly sports
● Not many people have memberships elsewhere, but all of them were aware of the Strand
● Most people heard of the Strand through word of mouth
● Art classes and shows are most popular/well known
Limitations
● Difficulty reaching target audience

● Small sample size
● Families responding that did not meet our criteria
Target Audience and Key Message
Target Audience:
Families (children ages 10-16)
Key Message:
An affordable way to spend time with your family that offers classes, shows and
personalized lessons.
Challenges and Opportunities
Challenges:
● Getting people to take the survey/ participate in interviews

● Little to no budget
● Hours of operation (not open on Sunday)
Opportunities:
● Gaining more memberships for the Strand Center for the Arts
● Gaining revenue for the Strand
● Promote attendance at Strand classes and events
● Creating new social media and posting more frequently
Goals and Objectives
Goal 1: The Strand Center for the Arts will see an increase in its number of new and returning memberships.
Objective: Increase the awareness of the Strand's family memberships by 200 people by the end of
April 2018.
Strategy: Advertising the Strand and membership promotions.
Tactics:
● Send out emails encouraging members to invite a friend to sign up for a membership, once they
do the current member will receive a discounted rate for a class or show.
● Create an Instagram to continue to promote and advertise for the Strand.
● Hand out pins to the Strand attendees.
● Pay for Facebook ads and ad space in a local publication. Ex: The Sun, Press Republican.
Measurement: Use Google and Facebook analytics to calculate the number of traffic brought to the
Strand’s website and Facebook page.
Invite
Membership a
Promotion friend
Goals and Objectives
Goal 2: The Strand Center for the Arts will see an increase in class and show attendance.
Objective: Increase the number of attendees regularly visiting the Strand Center by 15 percent, by
the end of April 2018.
Strategy: Construct and advertise creative monthly classes and events to attract attendees.
Tactic:
● Post flyers, graphics and ads on all media platforms.

● Monthly Events: Father-daughter dance, Easter-egg painting class and Pet pawprint
impressions class (prints or clay molds).
● Collaborating with a local restaurant to encourage a Dinner-and-Show voucher.
Measurement: Comparing 2017 class attendance and profit with the beginning of 2018 after the
implementation of the campaign.
Flyers for
Upcoming Events...
January
Daddy-Daughter
Dance
February
March
April
Dinner and Show
Facebook banner
Calendaring and Budgeting
Goal 1: The Strand Center for the Arts will see an increase in its number of new and returning
memberships.
Objective: Increase the awareness of the Strand's family memberships by 200

people by the end of April 2018.
Goal 2: The Strand Center for the Arts will see an increase in class and show
attendance.
Objective: Increase the number of attendees regularly visiting the Strand Center by
15 percent, by the end of April 2018.
Projected cost $571

Calendar
Budget
Audience: Current Strand Members and Plattsburgh residents
Audience: Current Strand Members and Plattsburgh residents

Budget
Audience: Plattsburgh residents and SUNY Plattsburgh students

Potential Issues and Concerns for
Implementation
Possible implementation costs. At $571 our tactics are all cheaper than 10 dollars each but could
ultimately prove costly when we currently have $0 sponsorship credit.
As students we’ve found we lack a certain connection to the community and small businesses
compared to year-round residents. The Strand center could continue to face middling
attendance at events despite our efforts. There could be an unwillingness or collaborate with the
Strand on vouchers.
The email referral tactic could be affected by poort email response rate from members. When
we approach local publications, Press Republican and The Sun, there’s the chance they are not
welcoming.
Required Preparation before the Implementation
Events the social media intern for the Strand Center would need to create 9 weeks of flyers
ahead of time. A small events committee would need to be in charge of promoting it on the
new Instagram page and Facebook and catering for the event would be an option. Pins to
be distributed would need to be purchased beforehand.To know how many members the
Strand currently has we would need the definitive number of current members, as well as
their email or mailing address.
Theme - We’ll need a concrete language and distinguished look that will be used
throughout the implementation phase.
Advertisements - The Sun and Press Republican will need to approve our ad beforehand.
Budget - Establish an accurate budget that will cover all expenses throughout
implementation
Questions!
How does the Strand Center for the Arts typically pitch services to new families in the area?
Can we have the number of current Strand members?
Is there any local sponsor’s who’d contribute to the budget in exchange for advertising at the
Strand’s events?
Would the Strand be willing to collaborate with a local business for a standard “dinner and
show” package?
Would pets be allowed at the Strand for a special class?

Thank You
for Listening
Any questions?

Phase III Strand

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Phase III

■ Threats: Competitors, lack of interest in the arts. Sports preference.

● Difficulty reaching target audience

Families (children ages 10-16)

● Getting people to take the survey/ participate in interviews

● Post flyers, graphics and ads on all media platforms.

Objective: Increase the awareness of the Strand's family memberships by 200

Projected cost $571

Audience: Current Strand Members and Plattsburgh residents

Audience: Current Strand Members and Plattsburgh residents

Audience: Plattsburgh residents and SUNY Plattsburgh students

Can we have the number of current Strand members?

Would pets be allowed at the Strand for a special class?

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