BCPA

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Company Introduction

• BCPA is Tacomas 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 12

• 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 34

• 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 BCPAs 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 vs. Yahoo

• Google and Yahoo had the top two most reliable
  and cost effective advertising programs.
• Top three most trafficked

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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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Google (Alexa.com)
Table 1 Traffic distribution by country

• 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.

Table 2 Googles 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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Yahoo.com (Alexa.com)
Table 1 Traffic distribution by country

• 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

Table 2 Yahoos traffic ranking by country.


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

• Yahoos 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 Googles 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 BCPAs email registry
  questionnaire
• Objective
• Increase user friendliness of the current email
  registration process.
• Goal Increase Email subscribers

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Redesign

• 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

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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 _at_ 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 Tacomas
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/supp
  ort/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/suppo
  rt/bin/answer.py?answer25148ctxsibling
• 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/stud
  y-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/traff
  ic_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_d
  etails/google.com