Project Deliverable 5

Deliverable 4 - Marketing Plan

Target Audience Identification

Our target audience is adults 25-35 years old interested in contemporary dance and the arts. We chose this demographic because contemporary as a genre is mostly enjoyed by the Millenial and Gen Z generations. In contrast, older generations like Gen X or Baby Boomers tend to appreciate a more traditional approach to the arts. While we believe younger audiences will also enjoy the show, we need to consider ticket prices. Our events in Philadelphia, NYC, and New Haven have general audience admissions ranging from $75 to $78 and will cost more for VIP and merchandise purchases. This may make our performance too costly for specific demographics, such as teenagers and college students. 

Promotional Tactics

For BODYTRAFFIC’s promotional tactics, posters and flyers in local universities and downtown shops will be utilized. Email blasts will be used to advertise the show and send out discount codes in the case that a venue is not sold to the desired capacity. Social media will also be utilized to promote, primarily through Instagram and Facebook posts and sponsored posts. During the tour, social media takeovers by company members will occur to give audiences an inside look at the company, sparking their interest in seeing the show.

Budget Allocation

BODYTRAFFIC’s budget varies greatly depending on the size of the theater. Allocated budgets range from $33,000-$67,000. The cost of the tour is offset by educational outreach, beverage sales, merchandise sales, ticket sales, and VIP experience packages. 

Evaluation Metrics:

-Ticket Sales: Track sales weekly to gauge interest and adjust tactics as needed.

- Social Media Engagement: Monitor likes, shares, comments, and video views.

-Email Open and Click-through Rates: Analyze the effectiveness of email campaigns.

-Audience Feedback: Collect feedback through post-performance surveys to assess audience satisfaction and gather insights for future tours.

Analyzing sales numbers of the tickets on a weekly basis, observing social media engagement metrics, monitoring the email campaign effectiveness by monitoring open and click-through rates, and listening to the audience by utilizing the post-performance surveys will be our success measuring tools. These metrics will be our tools for all-time adjustment of our strategies, and they will also allow us to calculate how much we can achieve in creating an excellent experience for the attendees.