#marketing evaluation

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Online Marketing Evaluation

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[kellyperformingartsblog-blog]

Marketing - Self Evaluation

           The event we were marketing was the ‘End of Year Awards Ceremony’ to celebrate the second year performing arts students graduating from college. The evening’s entertainment would be provided by the second year’s cabaret style performance and they would also be presented with awards to celebrate their achievements whilst on the course. The target audience for the event would therefore be the friends and family of the second year students.

            My individual item of publicity was a letter that was to be sent to the parents of the second years, inviting them to the event. When composing the letter, I kept my target audience in mind so I focused on describing the event in a manner that highlighted how proud the parents will be of their children when they see them graduate and that it was a chance to see their accomplishments. I tried to get straight to the point of the letter as its aim was to raise the parents awareness of the event (e.g. location, times, ticket prices etc) and used some informal language to make the letter more welcoming. I based the structure on that of a standard letter you would receive from the college to make it look professional so included the college logo, address, contact details and my signature. I think this combination of informal language and formal structure worked well as it would show my target audience that although we are students we have the skills to organise an event. However, I do think I could have made the language more informal in places to show the parents that the students took control and had their say in the event, more so that the college staff.

            When creating the letter to the parents on Word, I used the Arial font at size 12 because it is clear to read and also not to formal in its presentation. I placed the college’s address in the top right corner and the college logo from their website in the top left corner. I organised the letter into three paragraphs: the first stating the purpose of the letter, the second discussing the details of the event and the third was more informal and conclusive as it contains persuasive metaphors and sentences expressing why the target audience wouldn’t want to miss the event. I addressed the letter as ‘dear parent/guardian’ as this indicates to the parents at the start that the topic of the letter concerns their child. I also ended the letter with ‘Kind Regards’ rather than ‘Your Sincerely’ because it makes the letter less formal and I also left a gap above my name so I could include my signature, making the letter genuine.

            If I had more time and resources, I had hoped to send a leaflet with the letter showcasing what the cabaret may include. I think this would give it a more family feel and help persuade the parents to come to the event if they see photographs of their child enjoying their rehearsals. The leaflet would also be able to highlight the Hollywood theme with its decoration (maybe could include an image of an Oscar or the Hollywood sign) and could include a map and photograph of how to get to Real Time Music (the venue). I think the theme was good and very fitting to the awards ceremony as it gives the target audience the chance to dress in their finery and have a nice evening out. Providing directions to the venue would also be a good idea because the friends and family of the second years may not live locally. The leaflet would be more creative than the letter as it could include a variety of fonts, colour and quotes from the students on why their friends and family should attend. If I was able to produce a leaflet to assist the letter, it would broaden my target audience because the letter alone target the parents specifically whereas the leaflet could be passed around other family members, friends and siblings as it would be much more appealing to look at.

           Overall, I think my marketing strategy was good as its professional and organised. However, I think it could be improved if I had more time to make aspects more creative by sending out a leaflet assisting the letter. Also, if I had the resources, the leaflet would be of high quality as the printing would be clear, the photographs of a good standard and it would be laminated to maintain its good condition. It could also be something the students could keep as a souvenir to remind them of their time at college. Also, as a team I think our marketing strategy was good as it contained a broad range of marketing methods such as posters, facebook, email, invitations and letters. We were well organised as a group but I think we could have done more by meeting out of college to monitor our items of publicity more closely as a group. I also think we could've kept focussed more as a group at times, especially when we were pitching our marketing ideas as we kept losing motivation at times.