Housed in the Historic Old City Hall and Centennial Appleyard House, the Port Moody Arts Centre (PoMo Arts) offers classes and programs for children, youth, adults, and families willing to explore their creativity in a variety of artistic avenues in all levels of experience.
Douglas College Marketing Students were asked to develop a marketing plan to increase our Client's brand awareness.
The Research
To better design the marketing plan, our students needed to identify the audience they would be addressing. So the main purpose of their research was to find:
Who are PoMo Arts users; and
What is their preferred method of communication;
The Findings
Performing a set of qualitative and quantitative primary and secondary research, our Marketing Practicum Students discovered that our Client's main audience is:
Married;
Female;
Between 36-65 years old;
Living in Port Moody / Coquitlam;
With 1-2 children at the age of 6; and
Prefers digital communications.
The Plan
With the target audience defined, Douglas College Marketing Students designed a social media plan and calendar to increase PoMo Arts' online presence and reach.
Three main tactics were suggested:
Posting 3 to 4 times on Instagram and Facebook;
Making a bi-weekly teaser or "class trailers" videos to showcase classes and exhibitions;
Connecting with local reporters and micro-bloggers to foster earned media.
Conclusion
Integrating these tactics, Douglas College Marketing Students intend to increase our client's Facebook likes by 200% and its Instagram account by 175% until the end of 2020. Achieving their goal of increasing PoMo Arts' online presence and brand awareness.
