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Company Introduction. BCPA is Tacoma’s premier performing arts organization Northwest Sinfonietta Puget Sound Revels Tacoma City Ballet Tacoma Concert Band Tacoma Philharmonic Tacoma Opera Tacoma School of the Arts Tacoma Symphony Orchestra Tacoma Youth Symphony

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Company Introduction

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Company Introduction

  • BCPA is Tacoma’s premier performing arts organization

    • Northwest Sinfonietta

    • Puget Sound Revels

    • Tacoma City Ballet

    • Tacoma Concert Band

    • Tacoma Philharmonic

    • Tacoma Opera

    • Tacoma School of the Arts

    • Tacoma Symphony Orchestra

    • Tacoma Youth Symphony

  • Operate out of three theaters

    • Pantages

    • Rialto

    • Theater on the Square

  • Community Dialogues, Cultural Activities, Education, etc.


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Current Situation

  • Current Customer Base:

    • 77% age 65 years or older

    • predominantly caucasion female, middle to upper-class

  • Goal:

    • Diversify their target demographics.

    • Industry Trends

    • Moved from traditional media (bulk mailings, brochures, printed media) to online media and internet marketing.

    • baby boomers & their parents age a younger demographic of consumers is now commanding a great deal of purchasing power within the leisure industry

    • internet is the premier means of connecting with this demographic.

  • This is an opportunity for BCPA to utilize their branding message (‘Calling people to connect in the heart of Tacoma’) and connect with a younger audience through electronic marketing.


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Disclaimer

  • Disclaimer:

    • Not a traditional marketing campaign

    • Compared to the other groups

    • Our tasks were very different


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Project Purpose

  • Overall Goal:

    • Explore electronic media options and determine how the Broadway center can get the best ROI with effective marketing strategies.

  • Gave us so many auxiliary tasks that we had to narrow it down.

  • Wanted us to explore ways to reach new demographics:

    • Young professionals

    • College students


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Strategies 1&2

  • To help achieve our main goal we developed two strategies:

    • Paid Search program

    • UGC


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Marketing Research

  • Other issues we were asked to address

  • These were not treated as official campaigns, but more as marketing research sub-projects.

  • Goal:

    • Provide Information to BCPA

    • Future marketing strategies and other targeted campaigns beyond the scope of this class


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Strategies 3&4

  • Focus on the BCPA website

    • Redesign of email registration process

    • Homepage redesign

  • New customer demographic research

    • College Student Market

      • Conducted a survey

    • Young Professional Market

      • Businesses around downtown Tacoma


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Stragey 1

  • Purchase a Paid-Search program

    • (keyword cost per click (CPC)

    • through highly trafficked search engines

  • Objective:

    • Explore internet marketing options to help improve BCPA’s website ranking on search engines searches by internet users.


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Current Situation

  • BCPA currntly appears as the #1 natural search result when searching with the keyword “Broadway Center”.

  • But does not appear at all when searching for keywords such as “Tacoma shows” or “live performances Tacoma”… when obviously it should


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Google and Yahoo had the top two most reliable and cost effective advertising programs.

‘Top three’ most trafficked

Google vs. Yahoo


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Google.com

  • Focus:

    • Enabling users to search the Web, Usenet, and images.

    • Industry leader in Search technology

  • Main Features Include:

    • Page ranking, caching and translation of results, and an option to find similar pages.

    • Google Images, Maps, Calendar, free email (G-Mail)


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Three month average percentage of global users who visit Google.com is about 26.14%.

Three month average number of unique pages viewed per user per day for Google.com is 6.7

Alexa.com ranking is #2.

Google (Alexa.com)

Table 1: Traffic distribution by country

Table 2: Google’s traffic ranking by country.

Table 3: Represents where the majority of traffic is on Google.com


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Yahoo.com

  • Focus:

    • Personalized content.

      • Searching options are not a main priority

  • Main Features Include:

    • Free email (Mail.yahoo.com), chat-room capabilities, clubs, and pager/mobile alerts and messaging


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Three month average percentage of global users who visit Yahoo.com is about 27.83%.

Three month average number of unique pages viewed per user is 13.6.

Alexa.com ranking is #1

Yahoo.com (Alexa.com)

Table 1: Traffic distribution by country

Table 2: Yahoo’s traffic ranking by country.

Table 3: Represents where the majority of traffic is on Yahoo.com


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Comparison

  • Yahoo’s higher traffic ranking overall = high use of email and social networking capabilities.

    • mail.yahoo.com = 50% of the sites overall traffic

    • search capabilities accounts for only 13%.

  • Searching at Google.com = 60% of total traffic.

    • industry leader in search technology

    • Recommend: Google’s advertising program AdWords.


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AdWords

  • Allows for target reach of a specific demographic.

  • Only appear when someone searches for a keyword relevant to the BCPA site.

  • Ad network: EarthLink, NYTimes.com, Ask.com, and AOL

  • Cost:

    • Adjusted to fit any budget

    • Standard or Starter Edition

    • “a new Starter Edition advertiser can activate their AdWords account with just $5.00, and then choose their monthly budget (AdWords, 2007).”

    • Only pay when people click


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Keyword Choice


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Keyword CPC


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Strategy 2:

  • UGC: User Generated Content

  • Chose to drop this after research

    • Costs outweigh the benefits

    • Loss of Brand Equity

  • Conclusion:

    • Comment drop box would be better


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Strategy 3a:

  • Redesign of the BCPA’s email registry questionnaire

  • Objective:

    • Increase user friendliness of the current email registration process.

  • Goal: Increase Email subscribers


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Reduce Redundancy

Ticket purchase

The current number of emails registered with BCPA was not given to our team by our client.

These changes have not been implemented, but it has been suggested that the implementation could take place as soon as January 1, 2008

Redesign


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Strategy 3b

  • Suggested Changes to the BCPA Homepage

  • suggest small changes to the homepage that could help BCPA prioritize its page content. There is only so much available space on the BCPA site thus it is important to dedicate the prime ‘above the fold’ space to the important graphics, copy, and promotions

  • Mailing list sign up icon

  • Survey Ad Bubble

  • overall usage of space

  • Resident Arts Organizations list


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Side By side comparison


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Above the Fold


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Strategy 4a:

  • Research incentive opportunities for employees in the downtown Tacoma waterfront area to entice young professionals to go to BCPA.

  • Objective: Research incentives to entice a younger demographic with incentives and capitalize on the established community of the ‘workplace’.


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Issue

  • BCPA does not have a “buzz factor”

  • local senior officials at the Tacoma Merrill Lynch and within the professional community of downtown Tacoma.

    • many managers were not aware that Tacoma had a Performing Arts organization.

    • “If no one is talking about it, no one wants to go”.


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Incentive Research Results

  • Marketing media provided in-house to employees

    • Ad brochures distributed as a partner effort with the Human Resources departments of the various companies.

    • Performance rewards for employees that include BCPA ticket discounts, general employee discounts, gift with online registration (GWR), gift with online ticket Purchase (GWP), and/or a call-to-action brochure.

  • Target Senior Executives

    • Russell Investment Group, Merrill Lynch

    • Establish “buzz factor

    • Drive managers as “trend setters” in the company to take a greater interest in performing arts

  • Direct advertising to young professionals

    • paper advertising to offices around the local area.

    • Call to action brochures @ employee lounge or at the front desk

    • upcoming shows or simply promoting the BCPA brand with posters and traditional print advertising around the downtown Tacoma

    • Community boards and the Wells Fargo building.

  • Exclusive incentives to local companies:

    • Office membership tickets

    • Company exclusive discounts/incentives

    • free concessions for employees or a meet and greet with the cast/performers of a show

    • BCPA donated ticket for employees rewards or gifts to clients


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Strategy 4b

  • Research incentives for attracting a college age demographic

  • Objective: Help BCPA to understand the fickle college student demographic.

  • Method:

    • Survey Research

      • Conduct research on what college students value in an entertainment experience and their monthly entertainment budget.


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1.) Rate the IMPORTANCE of each when considering an entertainment option:


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Question 2: RANK each of the following Live Performance options in order from LEAST ENTERTAINING = 1 to MOST ENTERTAINING = 9.

Question 3: What are your top THREE preferred entertainment experiences?


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Question 4: What is your monthly budget for entertainment expenses?


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Question 6: Have you ever heard of Tacoma’s Broadway Center for the Performing Arts (BCPA)?

Question 5: Do you know of any performing arts venues in the area… if YES, list which ones?

Question 7: If YES, have you attended a performance?

Question 8: What performance did you attend (or what type of performance was it)?


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Question 10: What would be the best method of advertising events to you as a perspective customer?

Question 9: What would compel you to attend a performing arts performance?


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Question 11: What incentives or discounts would entice you to attend a performance?


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Concluding Remarks

Thank you.


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Questions?


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  • References

  • AdWords, (2007). AdWords help center . Retrieved December 4, 2007, from Google

  • AdWords Web site: https://adwords.google.com/support/bin/answer

  • Alexa, (2007). Movers & shakers traffic graph. Retrieved December 4, 2007, from Alexa:

  • The Web Information Company Web site: http://www.alexa.com/ Alexa, (2007). Movers & Shakers Traffic Graph. Retrieved December 4, 2007, from Alexa: The Web Information Company Web site: http://www.alexa.com/

  • BCPA, (2007). BCPA: Tacoma website. Retrieved December 4, 2007, from Broadway

  • Center for the Performing Arts Web site: http://www.broadwaycenter.org/about/about.asp

  • Keyword Statistics , (2007). What statistics can I see for my keyword tool results?

  • Retrieved December 4, 2007, from AdWords Help Center Web site: https://adwords.google.com/support/bin/answer.py?answer=25148&ctx=sibling

  • Lewis, Joe (2007, March 29). Eye tracking your attention span. Retrieved December 4,

  • 2007, from Webpro News Web site: http://www.webpronews.com/topnews/2007/03/29/study-readers-pay-more-attention-online

  • Sci/Tech , (2002, February 22). Turning into digital goldfish. Retrieved December 4,

  • 2007, from BBC News Web site: http://news.bbc.co.uk/2/hi/science/nature/1834682.stm

  • (Sci/Tech , 2002)

  • Traffic History, (2007). Traffic history graph for Yahoo.com. Retrieved December 4,

  • 2007, from Alexa: The Web Information Company Web site: http://www.alexa.com/data/details/traffic_details/yahoo.com

  • Traffic Rank, (2007). Traffic history graph for Google.com. Retrieved December 4, 2007,

  • from Alexa: The Web Information Company Web site: http://www.alexa.com/data/details/traffic_details/google.com


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