Cultural Olympiad: Task 2 - Target Audience

The cultural Olympiad is an ongoing four-year event covering all forms of art, music, design, dance etc. It’s targeted demographic is mainly ‘young people’ but also would capture the interest of others interested in the genre of art. I think they have targeted this audience, as they are young and willing to try new things, and often have more spare time.

As it is the cultural Olympiad it’s trying to draw in people from all different cultures, nationalities and all types of people. You will find all sorts of people in universities and colleges as people come from all over the world to study in the UK. The fact that the events aim is to inspire young people, targeting and marketing to colleges and universities is perfect for advertising the event.

There will always be different social groups, especially in educational environments as students are studying a mixture of subject so tend to fall into that subjects social group. The cultural Olympiad offers a range of subjects such as art, libraries, music, film, outdoors and events and so on. So you need to appeal to each category and tailor the marketing/advertising to each cultural group.

The most likely range of people to attend these events will be art and creative students which is what they are interested in.  

The Marketing Plan:

Product Definition: The Product is The Cultural Olympiad, which is an ongoing event running alongside the Olympics in London, it is seen as the creative side of the Olympics for people who are not interested in the sports side.

Situation Analysis: The Cultural Olympiad is still widely unknown due to lack of marketing and advertising. There is a lack of a brand. There is not a good website for The Cultural Olympiad. Not making good use from marketing and advertising.

Competitive Environment: Other activities and events will also be happening around the same time as The Cultural Olympiad, and we will have to prove that our audience should come to the Cultural Olympiad.

Target Market: Aims at a younger audience around the London area, people who have an interest in art and different cultures.

Budget: Our campaign strategy will need to be funded as they will all cost, but hopefully the money would be gained back as the advertising would bring more people to the Cultural Olympiad.  

Action Plan: Our action plan is to promote and advertise on busses, hand out leaflets, giving free samples of things and stationary etc.

We have re designed the logo with more of an independent look to the actual Olympic games logo so people can distinguish between the two. It’s a lot brighter with more colours that stand out to make it more visually appealing than the original, which has a younger look to it as the target audience is students.

We will be using a lot of print based advertising materials. We will place posters/leaflets around colleges/university’s/schools as this is a good way of getting the logo seen in which case people will hopefully see it and start asking/talking about the event.

One of our biggest aims is to successfully viral market the event. Bringing it to social networking sites, banners on websites, mail outs etc. this will hopefully work well in our favor as this demographic use the internet on a regular basis and will more than likely see it.

The Olympiad tour bus will be a real statement piece in this advertising campaign as it will be hard to miss with the colorful logo, freebies, and mega phone. The theory is people love freebies and hype and this is something that has all of that. We’ll place it in major cities like Manchester, London. Birmingham, Portsmouth, Southampton, Cardiff etc. in city centers, the beach where it will be un-missable to crowds.

The Cultural Olympiad: Task 1: Research

The actual concept

This on-going ‘event’ was instigated to be part of the 2012 Olympic Festival and has already been happening across the country in various locations for the past 4 years.  The culmination will take place between 6 June and 29 September and feature up to 800 individual events ranging from dance to art and filmmaking. It is supposed to be the creative more art side of the Olympics so that people who are not so interested in sports have something to relate the Olympics to.

Origins of the idea

The Cultural Olympiad was founded by a French Baron in 1984, and was originated from ancient Greece. It reflects other cultures such as China and First Nations.

Purpose, Aims and Ideas

Spread over four years, it is designed to give everyone in the UK a chance to be part of London 2012 and inspire creativity across all forms of culture, especially among young people.

Evaluate Why the Brand is still largely unknown

The Cultural Olympiad has been around for over 25 years, however is still widely unknown, This could be due to lack of advertising or the event being over shadowed by the sporting Olympics.

The website:

The cultural Olympiad hasn’t actually got its own website. It is a link on the main London 2012 Olympics website. It’s hard to find even on that website as it doesn’t actually have one of the main tabs at the top of the page, you really have to look for it under the ‘get involved’ tab.

So the fact that it hasn’t got an actual website is already a downfall as people cant just search for it to get information.

There are 7 different sectors of the festival on the website:

·      Art

·      Film and digital

·      Literature and libraries

·      Museums and galleries

·      Music

·      Outdoors and events

·      Theater, dance and comedy

The marketing:

Most people have not even heard of the cultural Olympiad. This is because it is not being marketed properly. The people organizing the event said that they are doing this more for young people but they are not showcasing it to them. With all the social networking sites that kids are now on most of the time haven’t covered the event what so ever which is their best window of opportunity to get the event out there to the right audience.

SWOT analysis

Strengths:

It’s a good idea, connecting a creative side to the Olympics as well as worldwide sports.

Promotes Britain as a nation.

Weaknesses:

The event has no true brand identity.

The event has been accused of being too pretentious, as it is an event not everyone can be involved with.

It is difficult to define a marketing audience.

It’s not that interesting unless you actually have an interest in the type of event going on.

Opportunities:

It’s a good idea and if promoted more im sure they would get a big following of people who would really get involved not only to attend but actually want to take part.

Threats:

As the Olympics is over shadowing this event, it could be seen as a threat, however, used wisely could be a useful marketing tool when advertising The Cultural Olympiad.

Creative Brief

Client: Versatile Visions

Context:

The Cultural Olympiad was founded by a French Baron in 1984, and was originated from ancient Greece. It reflects other cultures such as China and First Nations.

Product Profile:

This on-going ‘event’ was instigated to be part of the 2012 Olympic Festival and has already been happening across the country in various locations for the past 4 years.  The culmination will take place between 6 June and 29 September and feature up to 800 individual events ranging from dance to art and filmmaking. It is supposed to be the creative more art side of the Olympics so that people who are not so interested in sports have something to relate the Olympics to.

Target Market:

The cultural Olympiad is an ongoing four-year event covering all forms of art, music, design, dance etc. It’s targeted demographic is mainly ‘young people’ but also would capture the interest of others interested in the genre of art. 

As it is the cultural Olympiad it’s trying to draw in people from all different cultures, nationalities and all types of people. You will find all sorts of people in universities and colleges as people come from all over the world to study in the UK. The fact that the events aim is to inspire young people, targeting and marketing to colleges and universities is perfect for advertising the event.

There will always be different social groups, especially in educational environments as students are studying a mixture of subject so tend to fall into that subjects social group. The cultural Olympiad offers a range of subjects such as art, libraries, music, film, outdoors and events and so on. So you need to appeal to each category and tailor the marketing/advertising to each cultural group.

The most likely range of people to attend these events will be art and creative students which is what they are interested in. 

Creative Requirements:

A well thought through campaign, making specific use of different medias relevant to the target audience.

The overall feel must be stylish, unique, and eye-catching, and designed to make the consumer feel privileged to be involved with such an event.

Budget:

Budget TBC.

·      Museums and galleries·      Music

The cultural Olympiad: Task 1

The actual concept

The idea is an ongoing festival spread over 4 years an ‘Olympiad’ consisting of different genres as shown above. It is suppose to be the creative more art side of the Olympics so that people who are not so interested in sports have something to relate the Olympics to.

The website:

The cultural Olympiad hasn’t actually got its own website. It is a link on the main London 2012 Olympics website. It’s hard to find even on that website as it doesn’t actually have one of the main tabs at the top of the page, you really have to look for it under the ‘get involved’ tab.

So the fact that it hasn’t got an actual website is already a downfall as people cant just search for it to get information.

 There are 7 different sectors of the festival:

·      Art

·      Film and digital

·      Literature and libraries

·      Outdoors and events

·      Theater, dance and comedy

The marketing problem:

Most people have not even heard of the cultural Olympiad. This is because it is not being marketed properly. The people organizing the event said that they are doing this more for young people but they are not showcasing it to them. With all the social networking sites that kids are now on most of the time haven’t covered the event what so ever which is their best window of opportunity to get the event out there to the right audience.

SWOT analysis

Strengths:

It’s a good idea, connecting a creative side to the Olympics as well as worldwide sports.

Weaknesses:

It’s not that interesting unless you actually have an interest in the type of event going on

Opportunities:

It’s a good idea and if promoted more im sure they would get a big following of people who would really get involved not only to attend but actually want to take part

Faults:

The branding and advertising is all wrong and really the way the whole event has been put together.

Blockbuster campaign Justifications

The reason we initially decided on putting a lot of focus on ‘comedy fans’ was because that genre is hugely popular right now among all ages and by strategically placing images of comic actors around would really entice people to scan the codes and look further (QR sticker codes). We thought rather than having something quite boring that has already been done, we’d try something new and brave that we think would work really well as most audiences are intrigued by the un known.

I think we de constructed the main problem that blockbuster have rather well as the real fact of the matter is people now a days wont go to the shops to buy a DVD they will watch it illegally online or use the ‘on demand’ feature on TV’s so this is why we came up with an on demand blockbuster channel. Also now that people are more into games than film we put a huge focus games online, by using social networking to target a younger audience who spend an average of more than 50% of the week online and playing games.

Our advertisements we worked on to be used from start to finish of the campaign were suppose to be iconic and sort of classical conditioning method by using a simple sketchy design of a game controller/tv/food and pairing it with the blockbuster logo so that people begin to associate the brand with big parts of their life, games and tv etc.

Although they did look in a way bland, this was only because it was suppose to be subtle and make you think, opposed to the usual bold in your face advertising.   

The reason for advertising the launch of the on demand channel so late in the campaign was so that it was fresh in your mind on the day its available rather than forgetting about the channel after its initially been advertised so far before you can even access it.