STRATEGIC MARKETING PLAN
Scope of Work: Brand Image, Collateral, Advertising, Website, Social Media, Press Releases
At Kent State University's School of Theatre and Dance students are embraced for who they are and surrounded by a community that supports their individual potential. Dedicated to creative excellence, there are abundant opportunities that will challenge them to develop their meaningful purpose. The mission is to foster an environment where passion and opportunity meet, training students to enter the dynamic disciplines of theatre and dance.
Goal: Increase Exposure to Prospective and Current Students, Build Alumni Relations; Increase Interest in Events; Increase Student Involvement
Objective: Increase Enrollment, Retention, and Donations; Increase Event Attendance;
Strategy: The integrated marketing plan highlights the strengths of the Kent State University School of Theatre and Dance while informing and engaging their diverse audience. Brand identity elements along with photography and creative writing align the marketing pieces and showcase what makes them distinct – the people and the programs.
Audience: Prospective Students, Current Students, Alumni, Public, Donors, Guests and Families, Faculty and Staff
Tactics: Advertising: Print and Digital; Print Materials: Flyers, Posters, Playbills; Digital Materials: Digital Screens, Website, Social Media; Public Relations: Press Releases, Articles and Storytelling; Events and Engagement.
Team: Kent State University College of the Arts marketing team
Print Advertising; Promotional Sticker Giveaway
Program Lookbook – Focus on Faculty, Alumni, Performances, Location
Print Collateral
Promotion Material for Theatre Production: Poster, Social Media, Playbill
Promotional Material for Theatre Production: Online Press Release, Social Media, Playbill with cross-College event promotion
Program Promotion: Dual Print and Digital Collateral, Digital Banner Ad Campaign
Online Press release with Social Media Press Release
Successful: Cohesive Design with consistent messaging; MFA Digital campaign gained 150K impressions in one month; Focus on people, programs and events.
Plan Shift: Use additional tactics - email, additional advertising, different approaches to storytelling when appropriate (interviews, video, images); improve evaluations
