student presentation: vancouver opera & blogspot

Vancouver Opera

Reverse Engineer Marketing Plan

Tamara ChiuZaari Jabiri Mohammed

Azaria SabrinaAnna Zhang

Calvin Ng

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.

Products and Services:

1.Main stage productions, directed to family and older audience

2.Education programs, mostly directed to children and young adults

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.”

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

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

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

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

Goals of BlogSpot

Increase ticket sales

Increase community-based subscribers

Greater engagement with online community on BlogSpot

Metrics

To determine success:

1.Number of sales(Conversion rate)

2.Number of subscriptions

3.Bounce rate and time spend per page/post