General marketing feedback
In terms of feedback from a Marketing point of view, I just thought I should re-emphasize context. I think it’s worth a reminder that in the real world all the nice creative bits are often generally outsourced to designers. So in the final presentations, we’d like to know about their rationales; a detailed summary describing how they arrived at these creative ideas and a breakdown of the marketing campaign itself. Throughout the process students should be thinking about this overall plan, keeping in mind that we’ll want them to report back on the following issues:
1/What do you want to achieve?
2/Profile of your target group(s):
What are they like?
Where are they based?
What is their experience of the arts/Glyndebourne?
What are your key messages to them?
What do you want them to do – what barriers might stop them?
3/Describe your selected methods of communication:
Why did you decide that this was the best way to communicated with your target group(s)?
Give reasons for the creative design you’ve chosen.
What are the key pieces of information your marketing assets need to convey (NB I know it’s still early stages, but I noticed that quite a few of the examples don’t include the essentials logo, date, creative team, booking information etc. so might be worth a reminder on that!!)
Think:
WHO?
WHAT?
WHERE?
WHEN?
HOW?
It might be a helpful exercise for students to mark out a timeline of how their planning/activities roll out?
4/How will this interact/complement your Press plan?
5/How will you measure the success of your marketing campaign? How will you tell if you have reached your target group?
I look forward to seeing your final pitches in December
Best Wishes
Sarah
