Studio College Rap

Website:

Purveyors of Information & learning: (information ecology [necessary brand])

Linked far and wide shared

Always current

Design savvy

Functionality: Multidimensional interface

Cause-related; issue-related; reinforce value, vision and mission (loyalty branding)

Search engine presence

Contribute to other sites that share relevant info

Issue Blogging

Youtube Experts

MUST AVOID MYOPISM

More push, less pull

Podcasts

User-friendly

Easy to navigate

Creating an existence well beyond institutional borders

Obstacles: (Real or Perceived)

Financial

Intangible

Perceptions

Quantity

Arts are frivolous/ elitist/ Dispensable

Perceived value of the product

Inflation of value

Brand Commitment:

Brand Centric marketing, etc.

Fulfilling a certain vision.mission, etc.

When consumers are constantly going back to a specific brand

Ex. Johnson and Johnson; Nike; Coca-Cola; Nestle; Herbal Essences; Apple; Kellogg's; Ford; Disney; The MET.

Synonymous with vision/mission

Mass-Scale

Status

Consistency with messaging, merchandising, etc.

Becomes part of the family, tribal feeling

Market Segmentation

Breaking it down into smaller, more manageable parts

Needs and wants

Based on several factors, including demographics and psychographics

This is in order to best understand and act upon anticipated motivating factors with consideration of those that are disincentivizing factors.

Scientific approach.

“Target Market”

The specific group that a product/service is aimed at

Primary market, “largest piece of the pyramid.”

Broadest concentration of likely buyers as defined by multiple factors

Sociographic, psychographic, demographic

“VALS” system

“STEP” system

Concept of market analysis

Within geographic region

Factors:

Population density

Transportation

Demographic Quantifiers (Quantifiable)

Psychographic Quantifiers (Qualifiable)

Geographic Issues

Media Hubs/Outlets within

Traditional and non-traditional

“Niche Market”

Narrow and small market

Can be dangerous because it doesn’t necessarily promote longevity of the company

Live arts are a niche market

Portfolio:

Vision

Mission

Logo, slogan, elevator pitch (artifact)

Case statement/marketing narrative → justify and explain how you define your approach, scientific process- Legitimized marketing approaches (Indicates research to justify who you’re selling to, where you’re selling it, the tactics you’ll employ, how it aligns with vision and mission , etc.)

Branding - how you become a commitment/loyalty brand

Marketing goals - how it’s tied to vision and mission. SMART? (5 goals minimum, 3 objectives each and 3 data specific justifications to contextualize your process

Who, What, When, Where, Why- Justifies the How

S. specific M. measureable A. attainable yet aspirational R. realistic and reportable T. time sensitive

product(s) - describe, placement, pricing

Target region, target audience - research/data fact based → what defines it? How do you go about it?

Tactics, platforms - key approaches, traditional and new

The 4 P’s

Product(s) - what you’re selling in context of human need and feeling that it evokes, how it relates to the brand and tangibles - holistic approach to defining products

Placement - where you advertise (and how) and how a product is accessed. Where the transaction is made (POS); Where the audience interfaces with