Initial Overview

Hey guys,

Here is a basic communication plan which we can start with, we can revise it when we meet.

S.W.O.T analysis:

Strengths.

· Already have a large attendance base from older age groups.
· Database currently holds 6000 people.
· Town hall is right next to two of New Zealand’s biggest universities.
· People are aware of what the opera is about
Weaknesses.
· Perception in target age group is that the opera is for older age groups and wouldn’t appeal to them.
· They don’t see it as an option when they are going out for a night.
Opportunities.
· Create understanding that orchestra was the first genre of music which has led to what we hear today.
· Promote during youth events. For example O’week.

Threats.

Target Publics:

We broke the age bracket of 18-35 year olds into three groups. 18-22, 23-27 and 28-35.
18 – 22 age group.
· University students
· Secondary students (parents included)
· Young trades people (have some disposable income)
23 – 27 age group.
· People starting new jobs from university
· People who are just starting to earn good money
28 – 35 age group.
· New parents looking for a nice night out away from the kids
· People looking for new experiences.

Key Media:

· University magazines – Craccum and Debate
· Music magazines targeted at youths – (research)
· O’ week at Universities (event)
· Create publicity through finding newsworthy angles for more mainstream media

Key Messages:

18 – 22 age group.
· That the orchestra is not just for old people, but can be a great night out.
· The orchestra can be an alternative to other activities like the movies for example.
· It can be a romantic opportunity that is special, exiting and new.

23 – 27 age group.
· The Orchestra is a good new experience now you have the funds to live a little.
· A great social activity which can be classy and entertaining.

28 – 35 age group.
· A great way to get out for a night and have fun, you’ve earned it so make the most of your night away from the kids.


During this meeting we discussed the target audiences and key demographics for the organisation (18-35 years).

From this we started to brain storm ideas. Here are a few that we came up with :

Student discounts
Visual experience
Discussions with AU Music dept.
Main focus was to build relationships and obtain and sustain a loyal member ship basis, but in the younger age bracket.
Advertise and write articles in both Debate and Cracum (University magazines).
3rd year majors @ AUT - get together.
Dinner and orchestra evening.
Music samples and collaborations
Use of social networking. - Facebook/Twitter etc.
Make use of the Open Day 28/6/09
Establishing returning audience members.

After these discussions the yMedia student team (Matt, Dafydd, Micaela and Polly) went and had a further discussion about ideas that could be put into action.

We came to the conclusion that the best way to get more ticket sales and greater depth in the audience was to make people aware of the orchestra and their performances. The upcoming Opera/Orchestra production of Madame Butterfly (Flyer Below) could be used as a big draw card.