The Rediscover Culture Campaign

John Gobble Ericka Watkins Janine Bonilla Dan Mccarthy

SWOT Analysis
Strengths They have a lot to offer (event/catering services, classes, auditions, performances, art exhibits and concerts. Great location in the heart of the city, around the Cultural District and near hotels and busy restaurants. Quality entertainment/activities Dedicated to a very important cause and important figure in Pittsburgh (playwright August Wilson). Reputation Cheap memberships Weaknesses Very little to no marketing for all of their services such as acting/dance classes and venue services. No membership page on their website potential members must call AWC to order a membership. No membership ads. Very tight budgeting for everything. No consistent way of obtaining attendee information therefore no solid relationship with any attendee. Too many types of memberships No mission/lacking relevance Small Staff Negative image of August Wilson Narrow-minded

SWOT Analysis
Opportunities Create fun and easy ways for those who attend an event at AWC to provide their contact info and other feedback. To make a membership page on the website where a membership can be purchased anytime, anywhere. To become an effective and involved part of the Pittsburgh Cultural District. Using social media as an interactive and affordable way to reach target. Collect contact information Good Area Pittsburgh is boring/young people dont always want to drink at clubs Advertising Growth Mass transit Threats Other theaters in the Cultural District are competing for attendance. People may already have memberships to other theaters. Not enough followers on social media platforms. Other events happening in the city (especially sports!) Parking Sports Misconception

Target
Our target market is 25-34 year old females, who are fans of the arts and are familiar with the cultural district enough to purchase a membership to the August Wilson Center for African American Culture. The Pittsburgh population of women aged 25-34 is 12.87% or 38,030 women.

Target
Name: Mara Age: 27 Occupation: AD Sales Associate Resides: Lawrenceville, PA Hobbies: Dance, singing, and theater. Loves Hip-hop and R&B, and enjoys sculpting as well.

Advertising Objectives
Selective Demand Direct Action

Advertising Objectives (Continued) Advertising Pyramid (Continued) Conviction Desire

Advertising Objectives (Continued) Advertising Pyramid Awareness Comprehension

Advertising Objectives (Continued) Advertising Pyramid (Continued) Action Purchase Behavior

Objectives and Strategies

Objective:
Use an advertising campaign that is designed to increase membership at AWC

Strategy:
Use a combination of low priced media in an effective way to entice our target market to purchase memberships Our group wants to maximize the effect of the advertising to insure that it reaches everybody in the target market that we intend it to

Budget
AWCs total revenue for 2010 was $4,860,798 Based on the notes, it seemed that 3.0% (of revenues or sales from 2010) was an appropriate amount to spend on advertising. Therefore, it can be assumed that the AWC should spend approximately $145,900.

Media
Dedicated Membership Page
augustwilsoncenter.org/memberships

Facebook and Twitter Playbills Direct Email Posters

FedEx Office

Media

Media

Media

Media Impressions

The Big Idea

Rediscover Culture - The AWC is being rediscovered and rebranded to bring it up-todate for our target and to be more accessible for them. The rebranding campaign means a change in the logo, tagline and most media.

The Big Idea - Logo

The logo uses the same A as in the original logo because it has significance to those who are already familiar with AWC. Shortening the logo s name to AWC abbreviates the title making it a more friendly language for the tech-savvy target group. It is the A that is the focal point and that is the essential part of the logo. Not only does is represent the name of the person who the theater is named after but it is also a symbol of the very place itself. Black is used for simplicity and timelessness as well as the font Onyx which best compliments the AWC A.

BEFORE

AFTER

The Big Idea - Tagline

Rediscover Culture
- Represents the renovation of AWC - Means it s a fresh new start - Establishes the fact that they are also a part of Pittsburgh culture - Suggests that culture is being somewhat muddled and to rediscover or gain a new perspective of it

Membership Page
The new membership page address will be: www.augustwilsoncenter.org/memberships It includes a menu of all the membership levels and the benefits that come with them. The price for each membership. An option provided by PayPal that will allow the viewer to purchase a membership at any time. Special offers having to do with QR codes on the posters. Links to all social media portals. Member spotlight: A short paragraph written about a current member and their experience with AWC, updated on a weekly basis.

Social Media
Currently AWC is linked to Facebook, Twitter and YouTube.
Facebook/Twitter: Will be updated daily and often present questions and discussions to engage viewers and friends to get involved intellectually with AWC. Also there will be special offers and promotions provided through Facebook. YouTube: Presents exciting opportunities to view auditions, monologues, and singing on their own AWC Youtube Channel. There can be contests and giveaways that directly involve the YouTube Platform.

Direct Mail
Direct mail will be categorized by two types:
Members Subscribers It will include updated pamphlets, flyers, coupons, and any other promotional material that caters to the current events at AWC. It will be sent on a monthly basis.

Playbills

See Visuals!!

Posters

See Visuals!!!

Cornerstones
Membership Web Page Landing Page for all other touch points $4000 to design and $325 per month to maintain 8 memberships per month plus survey feedback
http://www.designquote.net/html/dq_estimate_wizard.cfm http://www.normely.com/

Pittsburgh Cultural Trust Playbills $23,880 for more than million playbills Embedded QR Code 25 memberships per month
http://www.culturaldistrict.org/assets/1932/FINAL_Rate_book_11.pdf http://www.culturaldistrict.org/assets/256/RateCard_10-11_Season.pdf

Other Touch Points

Social Media: Facebook and Twitter Already have a dedicated employee Social Media Strategy Audit and Coaching Sessions $24,000 budget amount could decrease 26 memberships per month
http://mackcollier.com/so-how-much-will-a-social-media-strategy-cost/

Other Touch Points

Direct Email: ConstantContact.com Existing database 5,001-10,000 emails per month 1 Membership per month is still a value at $52.50 per month cost
http://www.constantcontact.com/email-marketing/pricing/index.jsp

Media Flow Chart

Budget Summary
Last year AWC did $30,352 in memberships Propose a 250% increase to $76,000 Advertising Budget of $58,965 Return on Investment = ($76,000 - $58,965)/$58,965 = 29%