The Rock and Roll Hall of Fame, our demographic is 18-44 year olds.
The first section is 1.5-2 pages long.
Marketing and communications objectives (Can be written as detailed bullet points) 1.5-2 pages.
· Quantified, measurable standards of performance
· Include communications objectives such as awareness, knowledge, liking, preference, conviction, and purchase.
In the concept summary (I will upload our previous concept summary in the files), be more specific in objectives, and examples in the rest of the marketing plan for format. Driving traffic (marketing one) to museums/exhibits. Objectives are like marketing. There are four objectives in ppts. Write a statement and then who it is, and why you made that choice under it.
Marketing vs. Communications Objectives (review)-
Marketing objectives:
Sales, market share, profit, ROI
Affected by all 4Ps
Communications objectives:
Focused on promotion/communication effects
Awareness
Knowledge
Liking
Preference
Conviction
Purchase/behavior
Communications Effects:
Effects that marketing communications are expected to create, increase, or reinforce in the prospect’s mind
Delineate the steps involved in taking potential purchasers from unawareness of a product to readiness to purchase it
Used as intermediate measures of communication effectiveness
Success is not always based on sales
Definitions of Communications Effects:
Awareness: Recognized, correct brand associations
Knowledge: Announcement, understanding, learning
Liking: Interested, positive feelings toward the brand
Preference: Prefer brand over others
Conviction: Decision to purchase, choice
Purchase/Behavior: Action
Objectives:
•Focus on marketing and communications objectives
▫Result from your situation analysis
▫Quantifiable and measurable if possible
Increase awareness of the Rock Hall CLE VIP program among residents who live within the City of Cleveland from 35% to 55% by December 2025. (Awareness)
To increase social media interactions among 18-44-year-olds so the Rock Hall can begin to develop an ongoing relationship with this younger audience. (liking/behavior)
To generate interest and ultimately increase visitation among Hispanic Americans by promoting culturally relevant exhibits and events during the 1-year campaign. (liking/purchase)
Characteristics of Objectives
•Present concrete and measurable tasks
•Have a well-defined target audience
•Benchmark and degree of change sought
▫Benchmark measures: Determine the target market’s present position regarding the various response stages
•Specify time period
“Increase brand awareness among women 18-24 who are interested in gourmet cooking from 10% to 12% over the next 6 months.”
AFTER Completing the above. Part 2 is this: (1
Measurement of success:
· Explain how effectiveness should be measured
· Measure based on marketing objectives and media efforts identified in this paper, along with any other relevant factors (social media sales, talk about)
· (Optional) Implementation – Any other suggestions or recommendations the client should consider before moving forward?
Section that you have to work on until marketing objectives and media are developed further. You are talking about how they should measure the success of their marketing objectives. So if you have an objective that increases awareness of something, how are you going to measure that success? If you are having an event or something, do you have special wristbands that get scanned so you know how many people came from your promotion? Or something like that’s kind of like the idea for objectives. And then for media efforts, you just need to look at the different types of media and figure out if can they be measured or not, so something like social media is very trackable and measurable. You can talk about that. So if you are driving traffic based on a particular campaign, again is there a way that you are going to have people submit certain tickets or use a special code to track to see if it was successful?
•How to measure effectiveness
▫Refer back to objectives (in the first section)
▫Consider media choices
Here are our media choices:
Promotional Recommendations:
Guitar bench – We think an interesting approach to marketing towards the 18-44 audience would best fit in an unconventional way. Since many individuals in the Gen Z and Millennial generations are highly tech-savvy, those in the age group likely have a high social media usage and moderate presence. If there is something out of the ordinary, they are most likely to post about it and gain exposure to the brand. Using a guitar-shaped park bench will attract visibility, encourage photo-sharing opportunities, and further word-of-mouth advertising.
Elevator door – Putting a wrap of our design on an elevator will be beneficial for those frequently using the elevators to get a sense of what the Rock Hall is promoting in their advertising campaign. Since there is high traffic in elevators, this could be an easy target to implement within a university, workforce, or downtown building. Many people will see it and be able to view the image even if they do not go in the elevator. Additionally, it would also be beneficial for a QR code or website information on the Rock Hall to be added to the advertisement which would enable an individual to visit the website once they view the image.
Mapboard – Utilizing a map board advertising throughout the city could be an easy way to get attraction to the Rock Hall. Since many people frequently walk downtown, it is a good opportunity to increase brand visibility and awareness. It may not be the most common museum that people think to visit, but the map board advertisements can be easily distributed on and around campus, near the sports arenas and stadiums, and in Public Square to gain a further level of attraction. With this technology, it could be implemented to have short artist videos for the passersby to view briefly as to why visit the Rock Hall or give a glimpse into what exhibits are currently on display. This will also help promote upcoming events and bring people into the museum to visit.
Display ad online – A final option for proposed media ideas would be a social media or browser advertisement. It will be useful to promote these advertisements on social media since our generation is primarily on those platforms. Our focus groups also acknowledged they were seeking more opportunities for social media usage from the Rock Hall, which could be a great opportunity for advertising and exposure. This will allow the advertisements to be shared on stories and posts, with the ability for external links leading to the website or ticketing information.
•Optional: Other suggestions or recommendations?
