Arizona Theatre Company

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Promotional Campaign

TARGET AUDIENCE

MEDIA SELECTION

• College Students (18-26 years old)
• Individuals that are interested in experiencing the theatre
• Theatre lovers

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• TikTok
• Instagram
• Facebook
• HULU
• ATC Website

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TARGET MARKET: PERSONA #1 Mikayla

Hobbies/ Interest:

Mikayla has a very busy schedule but enjoys going out with friends, networking events, attending concerts/plays, shopping and pottery.

• Female
• Age 26
• Masters in Communications ASU
• HR manager at Zara
• Earns $60,000 a year
• Single
• Lives in Tempe, Arizona.

Demographics:

TARGET MARKET: PERSONA #2 Luke

Hobbies/ Interest:

Luke is very laid back when he is not studying. He loves to go out with his significant other trying new things for date nights.

• Male
• Age 20
• 2nd year at ASU, studying mechanical engineering
• A server at a local restaurant on Mill Ave and makes around $25,000/ a year
• In a long term relationship and lives on campus.

Demographics:

CAMPAIGN THEME

COLLEGE NIGHT OUT

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A night out where college students can experience the theatre and enjoy a meal with local restaurants around the Arizona Theatre Company

PRODUCT POSITIONING

Arizona Theatre Company provides a source of entertainment that students can enjoy and create new memories.

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• Memories through experiences
• Affordability and accessibility

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CREATIVE CONCEPT: APPEAL

Theater can be AFFORDABLE

Theater can be an experience COLLEGE STUDENTS can enjoy

An Experience OUTSIDE of just going to the theater

UGC- Publishing content on how to enjoy the experience of the theatre and that it is more than just attending a show

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Popularity appeal - Shows that other college students are attending theatre productions and how it can be enjoyable

UGC- Using college students as content

News appeal - ATC currently offers discounted tickets for students

CREATIVE CONCEPT: EXECUTION

Offer DISCOUNTED tickets for college students

Create a COLLEGE NIGHT OUT campaign

Create a night-long EXPERIENCE

Straight sell -When you buy a ticket, you will receive a 25% off coupon at a local restaurant

Imagery - A one night event for college students to attract them to the theater

Straight sell - College students can come to this event for a discounted price

BUDGET

• INSTAGRAM ADS:
• CPM (Cost Per Impression): $6.70/1000 impressions
• $1000 budget- 149,250 impressions
• FACEBOOK ADS:
• CPC (Cost Per Click): $0.94
• $1000 budget- 1,063 clicks
• HULU ADS:
• CPM: $30/1000 Impressions
• $500 budget-16,665 Impressions
• TIKTOK ADS:
• CPM: $10/1000 Views
• $500 budget- 50,000
• WEBSITE ADS:
• Google Search Ads: $1/Click
• Google Display Ads: $0.67/Click
• $1000 budget- 1,670 Clicks

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Total Estimated Budget: $4,000

AD: TIKTOK

GRWM to go to ATC ad

This video will be of a college student getting ready to go to ATC with his/her friends.

• User generated content is extremely effective among Gen Z and millennials, and having a college students going to the theatre and sharing their positive experience of it will be extremely influential to the audience.
• 41% of TikTok users range from 16-26 years olds and spends 3-4 hours on the platform daily, so a TikTok ad will be very effective in reaching the desired college audience.

AD: TIKTOK

Example TikTok ad links:

The video will be posted on ATC’s TikTok, but will also be a paid ad that gets shown to 18-26 year olds in the Greater Phoenix area.

https://www.tiktok.com/t/ZTRvo9SdY/

https://www.tiktok.com/t/ZTRvojRPY/

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Example Captions:

GRWM for @arizonatheatrecompany ‘College Night Out’ with friends! #arizonatheatrecompany #ATC #GRWM #College

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AD: INSTAGRAM

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• This specific ad will be a sponsored in feed post. The intended audience this ad will be between the age range of 18-26 in the greater Phoenix area
• The image used for the ad is a mockup of the ticket that will be needed in order to access College night
• We want the intended audience to feel this event is exclusive and inviting

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AD: FACEBOOK

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• This is a simple ad that aims to catch the audience’s attention with moving elements, yet be a very simple and straightforward way to showcase the event.
• The ad is very similar to the website landing page so it ensures brand recognition and consistency across the board
• This ad will be shown to the target audience of 18-26 year olds on the platform in a location range of the greater Phoenix area
• Arizona Theater Company’s Facebook page is their most followed platform, so this ad will lead people directly to the Facebook page where people will see that it is a highly followed page.

AD: HULU

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• This Hulu advertisement will be displayed as a 25 second commercial in between episodes with a short and direct message
• We want the audience to see this commercial and catch their interest with the headline ‘College Night Out’ to encourage them to learn more about what this promotion holds with the website shown at the end of the commercial

* HULU Ad Thumbnail

The commercial will show various images and videos of previous ATC shows and have a voice over saying: “Experience a college night out with Arizona Theatre Company and enjoy a 25% off meal at Culinary Dropout with a purchase of a ticket to any show currently playing. ATC offers world-class productions that students can enjoy and create new memories through high quality experiences”

AD: WEBSITE LANDING PAGE

Benefits of landing page advertisements:

• Increase conversions
• Provide additional insight into target audience
• Measure metrics directly tied to business goals
• Grow email subscriber list
• Grow brand recognition

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Ad aims to

• Grab attention of the target market (college students)
• Present a consistent message across all platforms
• Promote student ticket sales through a call to action (“click here to purchase tickets”)

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All social media ads will be linked to this landing page to purchase tickets.

Questions?

Thank You For Your Time!

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• Morgan Glenn, Selena Wolcott, Abbie Gage, Charlene Garingo, Grant Ulibarri, Ariel Vagotis