Issuu on Google+

BENEFIT art fair auction concert gala raffle reception tours CLASS free introductory lecture/ demonstration master residency workshop youth DANCE ballet club contemporary jazz social world FESTIVAL community film heritage music neighborhood FILM art documentaries firstrun box office foreign independent local short LITERARY book poetry prose signing MUSEUM EXHIBIT art cultural history science MUSIC acoustic bluegrass choral classical country electronica folk indie jazz metal opera pop r&b (blues) rap rock / alternative world THEATER comedy drama musical repertory youth VISUAL ART art in public places gallery museum exhibits tour

THEATRE

FILM

VISUAL ART

EXHIBITS

FESTIVALS

DANCE

LITERARY

MUSIC WS

Whiteaker Studios


WS Whiteaker Studios © 2014 by “Whiteaker Studios” (Rachel Graham, Jaeyeon Lee, Michael Leeland, Andrew Poecker, & Hannah Zaayer). All rights reserved. No part of this document may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission of the Whiteaker Studios Team. Client and or any other person(s) must consult and attribute works (marketing strategies and design concepts) before implementing ideas into production. © 2014 All persons and media outlets who provided content for this book. All rights reserved. Contributions: Eugene A Go-Go— Logo(s) and artwork from current website // Experience Eugene— Logo // Mix 94.5 FM— Logo // Google Images— Stock photos // LiDona Wagner Studios— Airport Wraps mock-up artwork // Toby Hopp— Group photo credit. The material published within this book is, and will not be sold for commercial purposes and or profit. All persons and/or companies who contributed material to this book are entitled to full © Copyright protection of their statements, pictures, and project works that were submitted. None of their material may be redistributed without the original creator’s written permission.


TABLE OF CONTENTS

About Us.................................................................................3 Situation Analysis............................................................... 4-11

Brand Analysis...................................................................................4

Product............................................................................................5

Price & Place.......................................................................................6

Promotion........................................................................................7 People..............................................................................................8

Direct Competition............................................................................9

Indirect Competition.......................................................................10

SWOT..............................................................................................11

Target Demographic..............................................................12 Research Data...................................................................13-15 Creative Brief....................................................................16-17 Media Mix........................................................................18-31

Media Summary..........................................................................18-19

Traditional Media.......................................................................20-21

Digital Media..............................................................................22-24

Alternative Media......................................................................25-27

Timeline.....................................................................................28-29 Budgets..........................................................................................30 Evaluation......................................................................................31

Meet the Whiteaker Team..................................................32-33

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Whiteaker Studios Inspiration for Whiteaker Studios was drawn from our primary challenge- to establish solidarity within the community through the arts. The Whiteaker district (or locally known as “The Whit�) represents a vibrant cultural hub as the center of community, environmental activism, and home to alternative artists. Located on the fringes of Eugene, Whiteaker has evolved from a dilapidated neighborhood into a thriving new ecosystem of millennial artists and entrepreneurs. We believe Eugene A Go-Go embodies the progressive story of the rejuvenation of the Whiteaker neighborhood.

ABOUT US

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SITUATION ANALYSIS

Ba

Brand Analysis EUGENE A GO-GO’S HISTORY

The Arts and Business Alliance of Eugene (ABAE) was created in 2008 as a non-profit company. The arts are a vital part of the Eugene economy, thus the city saw a need for a partnership between the arts community and businesses.

PARTNERS University Lane of Community Oregon College

City of Eugene

ABAE’S PROJECTS

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­—a free online arts hub ­ works in conjunction — with Travel Lane County and City of Eugene serving as a month long cultural festival with hundreds of workshops.

BRAVA

(Business Recognizing Arts Vision Achievement)

­—a signature event held at the Hult Center with engaging presentations

2008

[FOUNDED]

The vision for Eugene A Go-Go is to be a facilitator, advocate, champion and catalyst for all arts and businesses of Eugene.

Eugene Chamber of Commerce

Travel Eugene

Downtown Lighting Project ­— to revitalize downtown with light inspired art components

­ an annual — networking event


Product ABOUT THE WEBSITE Eugene A Go-Go is an online arts and culture community for residents of Lane County. It is a place where anyone can find out about arts and culture events and/or activities within the community. The Arts and Business Alliance of Eugene created Eugene A Go-Go to serve as a facilitator for the arts community building connections between patrons, artists, producers and supporters. The website was created to make it easier for artists to find exhibit venues, organizations to find volunteers, producers to find artists and supporters to engage in the arts throughout Eugene. The goal of Eugene A Go-Go is to highlight the arts community within a central hub without a cost. There are currently over 5,000 live events posted; however, the current site is not user friendly nor compatible for mobile phones.

Eugene A Go-Go is geared toward bringing awareness to local artists. Each artist is able to create their own profile page to display their work and notify viewers of upcoming events. There are currently 2,042 registered artists on Eugene A Go-Go. The main arts and culture activities that are submitted through Eugene A Go-Go are festivals, performances, exhibits, classes and auditions.

TARGETED DEMOGRAPHIC

SITUATION ANALYSIS

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SITUATION ANALYSIS

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Price & Place

$ $

EUGENE A GO-GO’S MARKETING BUDGET

$ 11,5$00 $ $ $

There is limited funding for this project with $11,500 allotted for Eugene A Go-Go’s marketing strategies per year. Through sponsorships ABAE is able to provide Eugene A Go-Go as a free service for consumers within Lane County.

YEA

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Eugene A Go-Go offers Lane County a free online database to bring awareness of arts and cultural events. Nothing can be purchased directly off of the website, however it works as a catalyst for other ticket purchasing websites.

THE SITE’S MISSION

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Promotion

CURRENT ADVERTISING

Eugene A Go-Go primarily promotes itself through Facebook Ads, which does see a high return rate for postings. Their Facebook ads are currently managed by Bell & Funk, a marketing agency in Eugene. Radio is used for advertising during the summer season to promote Eugene A Go-Go and other ABAE projects. At ABAE events, banners are displayed to bring awareness to the Eugene A Go-Go brand. Eugene A Go-Go relies on participants at events to share their experience with others in hopes that the brand’s awareness will rise.

SOCIAL MEDIA PRESENCE Facebook

550 LIKES

Twitter

163 FOLLOWERS

YouTube

47

AVG VIEWS

ABAE

ROOM FOR IMPROVEMENT

SITUATION ANALYSIS

Pr

Eugene A Go-Go has very little social media presence, only having accounts on Facebook (540 likes) and Twitter (152 followers). The ABAE has a YouTube channel, ABAE Eugene, which promotes Eugene A Go-Go and other projects produced by ABAE. The channel has eleven videos uploaded, which includes interviews with local artists at events and promoting the brand at Eugene’s Saturday Market. The videos have an average of 47 viewers per upload. Currently, Eugene A Go-Go does not use print media as an advertising tactic, nor does the brand solidify a serious presence among social media outlets. Through traditional, digital, and alternative media strategies, awareness and brand loyalty will grow.

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SITUATION ANALYSIS

Pe

People COUNTY DEMOGRAPHICS

Currently there are approximately 351,715 residents of Lane County, with the average income of $42,628. 64.6% of Lane County residents are between the ages of 18 and 65, with 50.9% being female.

COMMUNITY COMPARISON Compared to similar-sized communities, residents of Eugene engage in the arts as volunteers, having high visitor attendance, and embracing the role of an active artist . Overall, 18–34 yearolds were the majority of visitors and artists in Eugene, making this the target audience for the brand.

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There is a mixed reputation for Eugene A Go-Go’s current website. During the past two years, the website received about 6,000 – 7,000 views per month, with 5,000 being unique visitors. However, many users have found the website difficult to navigate, which is expressed in the website’s 63% bounce rate; the average user is only on the site for 2 minutes and 17 seconds.

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CURRENT WEBSITE CHALLENGES

WWW.


Direct Competition

VS.

SITUATION ANALYSIS

Dc

The direct competitor for Eugene A Go-Go is Experience Eugene. Their motto is, “Connecting People to the Community.� Their website is very aesthetically pleasing and user friendly. Visitors are easily able to search through the site for events, which are categorized into eight topics: music, theater, art and film, festivals, community, food and spirits, directories, recreation and literature. However, artists are not able to create their own page on the site and it is a longer process to submit an event or listing.

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SITUATION ANALYSIS WS 1

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Ic

Indirect Competition

Eugene Cascade Coast

Go Entertainment

Eugene Cascade Coast is a travel site for Eugene. The site offers a wide range of activities for visitors to engage in, but it is not exclusive to arts and cultural events.

Go Entertainment is the online event source of Lane County sponsored by The Registered Guard. A list of venues is listed, as well as art events, comedy, dance, film, music, spoken word and theater productions happening in the area.

Eugene Weekly

Eugene Craigslist

Eugene Weekly is an online publication of local news, ranging from columns, blogs and a calendar listing of events. The website is tailored towards the arts and businesses of Eugene. However, no one can directly post an event on the site.

Eugene’s Craigslist is a forum where consumers can post about anything. There are specific categories where events can be posted, as well as volunteers, artists, musicians, classes, and activities.


ARTS & BUSINESS ALLIANCE OF EUGENE

•ABAE has collected basic research statistics and company awareness of what goals need to be accomplished for Eugene A Go-Go’s success

S

NOT USER FRIENDLY

COMMUNITY RESOURCE

•Common place where people can go to get information on arts and cultural events going on in the community •Does not cost money for users to post events to site, service is free • Eugene A Go-Go as the center of clarity for the whole organization

•Current Eugene A Go-Go site is not organized in a user friendly fashion •The website is not mobile friendly

W

TARGET AUDIENCE

•Need to identify and simplify the target audience

LACK OF OUTREACH •Not enough community outreach (in both Eugene and in surrounding rural communities) • No print ads are running to promote the site. This is making the website suffer especially with older generations (people in the 45+ demographic) •Lack of awareness on college campuses

PARTNERSHIP

•Facilitators of synergy/partnership amongst art and business •Partnership with five, high level influence companies in Lane County

LOCAL COMPETITORS

COMMUNITY OUTREACH

•Eugene Cascade Coast, Experience Eugene, Eugene Weekly, Go Entertainment, and Craigslist

T

SITUATION ANALYSIS

Sw SWOT

O

•Outreach to University of Oregon, specifically, the School of Allied Arts & Architecture students/clubs and Lane Community College •Invest more in Eugene culture and history—embrace it as an agent for growth

ECONOMIC INFLUENCE

•The economy can be a factor for families and their spending ability •Minimal budget flexibility from Arts and Business Alliance of Eugene

OVERWHELMING SERVICES

•Inability for ABAE to provide a core service, while focusing on various projects •Capturing the attention of a wide demographic and geographic range

FOCUSED MARKETING OBJECTIVE

•Make the Eugene A Go-Go brand appeal to children (offer more kid-oriented events at Eugene A Go-Go events) •Good Facebook presence, but more advertising needed through Facebook marketing •Making the website mobile friendly •Highlight that Eugene A Go-Go offers FREE events in the community. This will help the site appeal to people with low income

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TARGET DEMOGRAPHIC

Td

Target Demographic

TARGETED AGE 20

10

21

1

2

30

60

45 50

70

THEORETICAL FIGURES Meet Ryan:

Ryan is 21 year old junior at the University of Oregon, who enjoys Eugene’s nightlife on a tight budget. He is always looking forward to the next show at WOW Hall, and occasionally he and his buddies will adventure downtown to Cozmic Pizza for open mic night. Since he was young, Ryan had always shown interest in the arts. When his schedule allows it, he tries to include a ceramics class offered through The Crafts Center. Ryan has always wanted to sell his artworks, but he does not know where to market and sell his pieces outside of campus.

Meet Cynthia:

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Cynthia is married and raises a daughter and son, in the South Hills area of Eugene. She is a stay at home mom, while her husband, Louis, works in the health care industry. Their household income is above Eugene’s average, which is $42,628 a year. She enjoys volunteering at her children’s elementary school and is always looking for extra curricular activities within the community for some family bonding on the weekends. In Louis’ spare time, he enjoys playing drums in a local band. He is continuously looking for new venues and festivals, in which his band can perform and his family can come for support. Since he is very busy, Cynthia makes the financial decisions for the family trying to squeeze in enough fun and culture on a fairly flexible budget.


RESEARCH OVERVIEW An online survey of millennial respondents was undertaken as a means of better understanding the behavioral tendencies of our target demographic, while searching for arts and cultural events in Lane County. Additionally, we conducted six in-depth interviews with two venues— The Hult Center’s Marketing and Public Relations Manager, and WOW Hall’s Publicists, two restaurants— Cozmic Pizza’s Owner, and Sam Bond’s Garage’s Manager, the Erb Memorial Union Craft Center’s Lead Instructor, and the Jordan Schnitzer Museum of Art’s Communications Manager, to better understand current patrons, producers, and supporters’ experience with Eugene A Go-Go. The survey yielded 78 valid responses. Of those who responded, 62 were females and 16 were males. Within our sample, respondents indicated they spent an average of $75 per month on entertainment. The research led to conclude that 77% of our responders use Facebook as their go-to source for events; 85% prefer social media to raise their awareness, in addition, 56% of consumers prefer online outlets instead of a mobile application.

What attracted the Hult Center to Eugene A Go-Go is the importance for all artists and art organizations to have access, share and communicate about events and classes, openings, auditions and opportunities in this market. —Libby Tower, Marketing & PR Manager at The Hult Center

RESEARCH DATA

Rd Research Data

27

Money Spent on Arts & Entertainment Annually 14

13

13

9

$1

5 $2

6$2

0 $5

5 $7 15 $

1 6 $7

0 10 -$

+ 01 $1

$0

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“Go-To Source� for Finding Upcoming Events

2% Experience Eugene 77% Facebook The respondents were able to select from Experience Eugene, Explore Downtown Eugene, Go Entertainment, Eugene Weekly, Eugene Craigslist, Eugene A Go-Go, Facebook, Print Media, or other. Respondents listed Twitter, friends, radio, and Ticketmaster as their other source for finding events. Go Entertainment, Eugene Craigslist and Eugene A Go-Go are not located on the graph because there were no respondents.

57

Raising Consumer Awareness

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The respondents were able to choose all the options contributing to how they raise their awareness of arts and cultural events in Lane County. Perhaps surprisingly, 85% of respondents indicated that they preferred social media, while only 14% indicated they would prefer an events-specific mobile application.

Te l

11% Other

2% Explore Downtown Eugene

di

2% Eugene Weekly 8% Print Media

Ra

RESEARCH DATA

Rd Research Data


RESEARCH DATA

Rd Research Data 38

Problems Consumers have Finding Information on Art & Event Websites 58% of consumers are underwhelmed with accessibility to information of interest regarding upcoming events, concerts gallery, shows, live music, etc. In addition, another cyber-burden appears to be a lack of information exhibited on websites (15%). Concise content is always key, however inadequate details deter audiences who are searching for specific information. 9

11 8

What makes Consumers Stay on a Website? 42

39 32 25

26

2

1 Aesthetically Pleasing Design

The respondents were given the option to select all that apply to their interests. Simple navigability from the homepage through the site’s multifaceted pages is an obvious necessity for our consumers (64%) as well as an aesthetically appealing design (48%).

Communal Art Endeavors

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Navigable Website

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Creative Brief

SINGLE MOST IMPORTANT THOUGHT EUGENE A GO-GO IS THE LOCAL ONLINE CATALYST THAT WILL ENACT EXCITEMENT AND AWARENESS ABOUT ARTS AND CULTURE IN LANE COUNTY.

1

#

THOUGHT

CREATIVE BRIEF

Cb

CURRENT CONSUMER RESPONSE Eugene A Go-Go currently refrains from targeting an exclusive demographic. For this reason, it is hard to obtain information regarding the consumers’ knowledge and experience with the brand. Possessing a 60% bounce rate, Eugene A Go-Go suggests that the website is fairly ineffective when grabbing the consumers’ attention and retaining their interest to explore the dynamics of the site.

DESIRED CONSUMER RESPONSE

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A simplified online solution for consumers, artists, and vendors alike. Eugene A Go-Go conceptualizes consumer needs for accessibility to its archives paralleling its vision to ignite diversity, curiosity, and loyalty throughout their user base.


ADVERTISING OBJECTIVE To intrigue the target demographic into generating consistent web traffic for 5 minutes or more, while they explore all that this multidimensional site has to offer. Cutting in half Eugene A Go-Go’s online consumer bounce rate (to 30%) will increase the target audiences’ understanding and awareness of this brand.

SUPPORTING POINTS TO SMIT Eugene A Go-Go is working towards defining themselves as an innovative online agent provoking significant change and action within the community. The site strives to accommodate artists, vendors, and consumers’ needs within a single hub. Utilizing the idea of a centralized resource instills unity among the arts culture. Through free access to assorted event and art information, opportunities to connect with other artists, and honest reviews for consumer guidance. Minimal web traffic suggests that Eugene A Go-Go ’s brand awareness is in dire need of rejuvenation. It is necessary to simplify the site’s components, while develop its consumer loyalty to achieve ambitions held for Eugene A Go-Go’s future.

CREATIVE BRIEF

Cb Creative Brief

POINT 1 POINT 2 POINT 3 POINT 4

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MEDIA PLAN

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Ms Media Summary The brand awareness for Eugene A Go-Go is minimal because of the site’s youth. There is a plethora of indirect competitors in Lane County that are much more established, thus overpowering the site and hindering Eugene A Go-Go’s popularity. It is Whiteaker Studios’ goal to position Eugene A Go-Go as the premier arts and entertainment hub of Lane County. As previously stated, the target demographic is Lane County residents 21-45 that are creative and community minded. To intrigue the target demographic and increase brand awareness, Eugene A Go-Go must obtain a high amount of frequency, meaning targeting a specific demographic with a repetitive message. Eugene A Go-Go must convey to their audience that the site fosters creativity and harbors community to create a loyal consumer following. Eugene A Go-Go must use guerrilla marketing strategies to increase brand awareness throughout the community. To accomplish this, Eugene A Go-Go must figuratively and literally “Paint The Town” to increase consumer cognition and curiosity, thus expanding Eugene A-Go-Go’s demographic.

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MEDIA MIX

Tm Traditional Media RADIO SPOTS

Eugene A Go-Go will be able to obtain frequency through radio advertisements because they are inexpensive to buy and inexpensive to produce. By advertising on 94.5 MIX FM, Eugene A Go-Go will have a direct connection with women ages 35-54, which was previously established by the station’s target demographic. These advertisements will be played June and July during high traffic times: Monday-Friday 3pm7pm and 7pm-Midnight all week.

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AIRPORT WRAPS

Exhibiting local art prints and Eugene A Go-Go social media handles, column wraps will grab travelers attention in a unique way. Eugene A Go-Go needs to make an instant impression on out-of-towners and returning citizens emphasizing the growing market-place for Eugene’s arts community. Utilizing the benefits of hard working volunteer interns to keep labor costs minimal, in addition to a $86.36 production fee, this traditional campaign will run in peak travel seasons: May, June, September, October, November, December.

MEDIA MIX

Tm Traditional Media

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MEDIA MIX

Dm Digital Media WEBSITE REDESIGN SeArch

>>

Welcome, Ryan! My Account

eugene’S PreMier ArtS & culturAl hub

RYan’s eugene a go-go eventS cAlendAr maRch 2014 S

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SiTe caTegoRieS

viSual

collAborAting individuAl

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eSSAyiSt PlAyWright Poet Writer

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Actor coMediAn dAncer enSeMble entertAiner Singer Storyteller trouPe

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Buy event Tickets + add a Quick link

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Featured deal

Featured Festival

eventS i’ve creAted: Ryan & Bros Rock concert at Rennie’s Bar

aPR

Ryan & Bros Benefit concert at amazon Park

aPR

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Ryan & Bros Rock concert at Wild duck Restaurant & Bar

may

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eventS i’M regiStered for: cinema Pacific Fringe Festival Party at the JSma Spring exhibition opening Recption

aPR

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The glitch mob

Red Raven FollieS

nia W/ amy & SaRah

11Th iRiSh FeSTival

A performance troupe based in eugene, oregon, we are a unique blend of vaudeville, circus, cabaret, burlesque, and creative sparkle.

When: friday, March 28th @ 11am Where: reach center original Price: $16 deal Price: click below!

come experience multiple facets of irish culture at the 11th Annual irish cultural festival on Saturday, March 23rd starting at 6:30pm.

> Find out more

$ get deal!

> Find out more

may

you dirty Rat comedy murder mystery

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ShAre eventS With otherS:

Our research proves that Eugene A Go-Go is in dire need of a website reconstruction, one that follows responsive design elements. In order to maintain a loyal consumer base, Eugene A Go-Go must cater to individual user’s experience through easy navigation, personalization and content simplicity. A website redesign that delivers these elements will create a more inviting space for consumers and venues to collaborate. BRoughT you By:

eugene a go-go iS PRoudly in PaRTneRShiP WiTh:

eugene a go-go SPonSoRS:

moRe SPonSoRS

contAct Web-MASter

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coPyRighT © 2014 aRTS and BuSineSS alliance oF eugene. all RighTS ReSeRved.

Site terMS


E-NEWSLETTER

MEDIA MIX

Dm Digital Media March 2014 e-newsletter

whaT’s gOing On?

EugEnE’s PrEmiEr Arts & CulturAl Hub

this newsletter is personalized for ryan

First Friday artwalk // Oslp arts & Culture program // winter Quarter showcase Join us this friday (April 4th) for our quarterly oslP Arts & Culture Program showcase and see amazing artwork from local artists from all around the lane County area.

This MOnTh’s FeaTured evenTs Featured artist red raven FOllies A performance troupe based in Eugene, oregon, we are a unique blend of vaudeville, circus, cabaret, burlesque, and creative sparkle.

> Find Out More

Featured deal

ryan’s evenTs Calendar

sOCial

EvEnts i’vE CrEAtEd:

ConnECt witH EugEnE A go-go:

ryan & Bros rock Concert at rennie’s Bar

apr

ryan & Bros Benefit Concert at amazon park

apr

26

twitter

ryan & Bros rock Concert at wild duck restaurant & Bar

May

instagram

4

2

nia w/ aMy & sarah when: friday, march 28th @ 11am where: reach Center original Price: $16 deal Price: Click the button!

$ get deal!

The glitch Mob

11Th irish FesTival Come experience multiple facets of irish culture at the 11th Annual irish Cultural festival on saturday, march 23rd starting at 6:30pm.

> Find Out More

BrOughT yOu By:

eugene a gO-gO is prOudly in parTnership wiTh:

you dirty rat Comedy Murder Mystery

facebook

sHArE mY EvEnts witH otHErs:

EvEnts i’m rEgistErEd for: Cinema pacific Fringe Festival party at the JsMa spring exhibition Opening recption

Featured Festival

+

more Events

apr

25 May

6

May

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EmAil PrEfErEnCEs: update my subscription Preferences

remove my subscription

eugene a gO-gO spOnsOrs:

MOre spOnsOrs You are receiving this email because you subscribed to our monthly enewsletter via our website.

COpyrighT © 2014 arTs and Business allianCe OF eugene. all righTs reserved.

www.eugeneagogo.com

The digital age provides many opportunities for reinvention, thus proposing the rejuvenation of Eugene A Go-Go’s current e-newsletter template. Extending the newsletter’s content past weekend entertainment and into the upcoming week will expand consumer awareness.

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MEDIA MIX

Dm Digital Media SOCIAL MEDIA

#

Capitalizing on Twitter’s digital presence, Eugene A Go-Go will craft a two month campaign of “Promoted Tweets” enticing new followers to become loyal users of this online hub. Coupled with the hashtag #PaintTheTownEug, consumers are encouraged to share their works of art with the twittersphere community.

To engage consumers with the brand, Eugene A Go-Go will integrate the #PaintTheTownEUG campaign into a newly implement facet of social media. Instagram embraces the beauty of visual art, thus inviting Eugene A Go-Go users to exhibit their aesthetic talents .

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For the past few years local marketing agency Bell + Funk has constructed Eugene A Go-Go’s Facebook page establishing them as a serious brand among avid social media consumers. Organized with detailed information and aesthetically pleasing/ simple navigation, this online hub will develop a greater sense of consumer loyalty, trust, and consistent awareness.


REVERSE GRAFFITI

Reverse graffiti is a clean and sustainable marketing approach, which uses an aluminum stencil and a pressure washer to create a temporary image by removing dirt from an outdoor surface and sealed with a water repellent. Using reverse graffiti throughout downtown Eugene, college campuses and running trails will create an incredible amount of impressions in the months of April, May and June. “Painting the Town� with reverse graffiti, including the #PaintTheTownEUG and EugeneAGoGo.com, Eugene A Go-Go will be able to reach the target demographic with this unique approach.

MEDIA MIX

Am Alternative Media

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MEDIA MIX WS 2

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Am Alternative Media REUSABLE BAGS

Eugene has banned the use of plastic bags. Eugene A Go-Go has the opportunity to make a continuous impression on our primary audience through three events to receive reusable grocery bags. First, having a canopy outside the Erb Memorial Union during the ASUO Street Fair-distributing 250 bags in both the Fall and Spring. Second, having a canopy at Lane Community College-distributing 250 bags during the Fall and Spring. Third, targeting the Lane County Farmers’ Market in Eugene and Sprout in Springfield-distributing 125 bags per event during July and August. To receive a shopping bag, one must register to become a user on Eugene A Go-Go.


COASTERS

MEDIA MIX

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eAGoGo @EugeneAGoGo @E u@gEeungeeAnG o Go

The bars within Lane County are often the pinnacle of entertainment and are an “untapped” potential to create brand awareness among Eugene A Go-Go’s target demographic. Coasters are a unique way to create frequency, thus creating top of the mind awareness. Coasters are visibly alluring and they are usually taken home by the end of the night creating even more of an impact on our primary audience. The Eugene nightlife offers a vibrant age range that directly fits in our target demographic of 21-45. We have targeted certain bars due to their popularity off local review sites and diverse locations. The bars selected in the University District: Agate Alley, Rennie’s Landing, the Wild Duck, Downtown: Jameson’s, Cozmic Pizza, and Davis, and Midtown: the Vintage, Sam Bonds, the Cooler, Rye, and the Beir Stein. Eugene A Go-Go will distribute 7500 coasters to bars in Eugene 6 months out of the year, creating at least 7500 impressions, with the potential for many more.

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MEDIA MIX

Ti

Timeline JANUARY

(Weeks) TRADITIONAL

1

Radio Spots Airport Wraps

DIGITAL

Website Redesign eNewsletter Facebook Twitter Instagram

ALTERNATIVE

Reverse Graffiti Grocery Bag Promotion

Grocery Bag Promotion Distribution Locations

Farmers Markets (Eug/Springfld.) Lane Community College ASUO Street Fair

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Coasters

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FEBRUARY 4

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MARCH 4

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APRIL 4

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MAY 4

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JUNE 1

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JULY 4

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AUGUST 4

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SEPTEMBER 4

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OCTOBER 1

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NOVEMBER 4

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DECEMBER 1

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MEDIA MIX

Bu Budgets WS Whiteaker Studios

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Evaluation

MEDIA MIX

Ev

WS Whiteaker Studios Eugene A Go-Go’s evaluation of a effective Whiteaker Studios campaign should be rather simple. A progressive campaign would show consistent web traffic for 5 minutes or more on Eugene A Go-Go, while users explore all that this multidimensional site has to offer. In addition, cutting in half Eugene A Go-Go’s online consumer bounce rate to 30% will increase the target audiences’ understanding and awareness of the brand. Exercising new forms of traditional, digital, and alternative marketing strategies will help define Eugene A Go-Go as Lane County’s premier arts and cultural entertainment hub.

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AND

As the Account Manager for Whiteaker Studios, I have learned how to organize and allocate tasks based on individual talents, a liaison between client and group, writer and editor, and team motivator. I believe having the tenacity of a leader balanced with the adaptability of a team player is essential in achieving success.

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R AC H E L G R AM

As the Account Planner for Whiteaker Studios, I implemented the strategic development, constructed primary research and analyzed data. I enjoy working with others to craft creative ideas into reality. A natural problem-solver, I always work hard to discover solutions, which come as a result of thorough planning and research.

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As the Copywriter & Art Director for Whiteaker Studios, I developed the design concepts of the book , created the campaign mockups, and presentation aesthetics. I also helped the group with strategic planning and gathering/processing research data. I am a dedicated worker who always goes the extra mile to make products look both presentable and professional.

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The Whiteaker Team

MI

As the Co-media Planner for Whiteaker Studios, I enjoyed working on the development of media recommendations, as well as, assisting in primary and secondary research. I understand that the value of a dollar can go a long way with strategy and unique frequency tactics.

As the Co-media Planner for Whiteaker Studios, I led research production-conducting personal interviews among local venues, businesses, and museums. Working closely with my counterpart, we built the foundation for a dynamic media mix. I have developed great confidence in my communication skills as I established relationships with our primary resources.

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JA E Y E O N

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Eugene A Go-Go: A Campaign by Whiteaker Studios