student presentation: vancouver opera & blogspot
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TRANSCRIPT
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Vancouver Opera
Reverse Engineer Marketing Plan
Tamara ChiuZaari Jabiri Mohammed
Azaria SabrinaAnna Zhang
Calvin Ng
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Who is Vancouver Opera?
Vancouver Opera is the second largest opera company in Canada committed to providing quality main stage productions. They are committed to providing award winning education programs for youth and the arts community.
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Products and Services:
1.Main stage productions, directed to family and older audience
2.Education programs, mostly directed to children and young adults
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PersonaOperas and other stage productions
are directed to an older audience:1. Average age of 48 years old
2. Married couples, especially married women
3. Holds income of $50,000-70,000/year
4. Appreciator of the arts, holds a job in the arts industry
5. Highly educated and enjoys attending industry related events
6. Spends free time reading mystery and literature books, wine and cheese tasting, attending book clubs
7. Quote: “I have tickets to see La Boheme at the Vancouver Opera tonight. The last time I saw this was five years ago during a trip in New York.”
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Online Marketing Tools and Channels
7,500 followers, 2-5 tweets a day
3,753 likes on , posts closer to the time when they have events
: 143 subscribers, 69,000 views
: Have a pro account and hundreds of pictures, but last updated April 2011
Website: VancouverOpera.com, facilitates event subscription and ticket discounts
: Not active
BlogSpot account
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Selected Online Tool: BlogSpot
How is the company representing itself on this social media platform?
1.As an information provider on the upcoming productions, sneak peeks, plays’ reviews and artists’ interviews
2.Responds to customer feedback and letters
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Audience-reach
Targeting consumers who demand more information about the company and its events and plays: a subset of the audience
Giving targeted audience a main platform where all other social media are integrated
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BlogSpot as the Main Platform
Used to diversify online presence
Conversations are directed more to Facebook and Twitter
Posts on the blog are connected with posts on other social media and websites
Example of BMW contest post
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Goals of BlogSpot
Increase ticket sales
Increase community-based subscribers
Greater engagement with online community on BlogSpot
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Metrics
To determine success:
1.Number of sales(Conversion rate)
2.Number of subscriptions
3.Bounce rate and time spend per page/post