Lena- writing for proposal

10Jun09

Nature of Market

 

Festivals have been around for hundreds of years, they have helped celebrate cultural events, relgious views and in today’s society promote talent and entertainment.  Our aim is to create a rural arts festival for  young men and women aged 15-24 who live in rural communities around australia. Through research we have found that there is a lack of simulating and creative social activities in rural communities. The main social activities include going to the local pub or sporting field. Together with ymi magazine and our sponsors we aim to create a three day festival that will encourage and promote creativity through various art forms such as dance, theatre, music, visual arts, mulitmedia and outdoor events.  

 

Target Audience

 

The target audiences are young male and female adults aged 15-24 years who live in the rural communties around Australia. We believe that art is of great importance to the individual, community and society. We feel it is necessary the youth in rural communities are able to access and gain valuable insight to the various art forms of which urban communities are regularly exposed to.

 

Profile

Jack is a 17 year old high school student from lithgow, He enjoy listening to a broad range of music, rather than being a member of the local football club. He is interested in the creative arts world and wishes there were more creative activities at school and in his community in which he could participate.

 

Competition

 

Our competitors would include other festivals and events that promote talent and entetainment. For example Future music, Good vibrations, field day, shore thing and parklife. However we differ from these music festivals because we are creating a rural arts festival that will encourage and promote creativity through various art forms not only music.  

 

Media Distribution Strategy

 

Through research we have found schools inform their students about upcoming events frequently. This  allows the student to pass on the information to their family, friends and so – forth. Usually schools participate in local events such as national youth week utilising this way of involving students’ works and incorporating them into the YMI Rural Arts Festival through the categories of dance, theatre, music, visual arts, multimedia and outdoor events.

 

The four communication items we are going to create will reflect the true tone and discourse of the YMI Rural Arts Festival. 

 

Performing Buskers

We have selected various art forms that are performing at the YMI rural arts festival to perform as buskers a few weeks leading up to the event. Numerous acts will be performing in various rural and urban surroundings. This will entice the audience and promote the festival by giving them a taste of what the festival is all about. Through busking we are also promoting artisitic talent and encouraging creativitiy.  This is an interesting new way to promote our festival that will definantly catch the attention of our selected target audience. While the acts perform there will be a banner advertising the festival.

 

Stop-motion animation

A short stop animation will be created as an additional form of advertising. The effects of television and viral advertisments are seen to be very successfull and persuasive in regards to reaching out to the intended target audience.  The animation will be shown at selected times of the day when our target audience are most likely to be viewing television. It will be aired on commmercial television a month leading up to the festival which allows the target audience to have an inderstanding to what the festival offers. During the air-time of the stop motion animation, parents, friends and families and other general viewers maby be watching as well.  The animation will also be aired on the internet as a viral advertisment.  The viral ad will be aired on you tube and the YMI magazine blog. The style of the animation will be fun, quirky and relaxed but with the emotions of the performers/ exhibitiors. The design is influenced by the acts showing some of their process and performances through stop motion animation. Through producing this stop motion ad we will be able to promote the YMI Rural arts festival that will appeal to the youth of various rural and urban communitites.

 

Advertising Posters

Posters will be created to further promote and provide all the necessary even details to the target audience. Posters are considered to be an effective form of advertising, however it is essential that they are places and distributed in appropriate locations such as schools, sporting grounds, youth centers and small businesses. The same advertisment that will be produced as a magazine advertisment, free post cards and as a banner next to our buskers. The magazine advertisments will be placed in magazines such as YMI magazine, Monster Children, Sydney magazine and Frankie magazine.  The postcards act as a flyer and are places in stores where our target audience shop or are constantly visiting. Stores like General Pants Co, Sportsgirl, McDonalds and Eckersley’s art store. By selecting this form of adveritising, our target audience are engaged visually and physically through picking up the free postcards.

 

Entry Tickets

The final piece of print media we will be creating is the entry tickets. The tickets will reflect the creative and fun atmosphere of the YMI Rural arts festival.  We have found that festivals are memorable amoung the target audience would have loved to keep the ticket to the event for memorabilia. This will allow our target audience to relfect on the festival and rememeber how inspiring and excitiing the festival was.  The ticket will be available to be purchased online or by mail order. 

 

 

BUSKERS

 

To promote the YMI Rural arts festival we have decided to use buskers as a different and exciting approach.

Busking is the practise of performing in public places for tips and gratuities. People engaging in this practise are called buskers.  Buskers make an important contribution to the cultural life of a city by reflecting styles, values and the issues of society at large. We have selected three cities to place the buskers. Sydney, Wollongong and Lithgow. Within the cities there will be buskers as three seperate locations.These are both urban and rural cities that will attract a variety of people especially our target market. 

 

In Sydney we plan to place the 3 buskers in Pitt street mall, the rocks/circular key and martin place. We have 

chosen these areas for the following reasons. They are always full of shoppers. business people, tourists, school children and families. The areas are large, spacious and other buskers commonly use these locations. They always attract large crowds who enjoy being entertained which is what we want.

 

In Wollongong we plan to place the buskers at the University of wollongong. Wollongong is the gateway to the south coast of NSW and is Australia’s most livable regional city. It also is a place that many students from around the country go to study from both urban and rural communitites. It again will attract a variety of people and university students are always up for entertainment.

 

In Lithgow we plan to place the buskers  at the Lithgow train station, Hassans walls lookout and Main street which includes lithgow valley plaza and the main street plaza precinct.  The Ligthgow Train Station is the 

perfect location because it is full of people coming in and out of  lithgow from business people, school children and families. Good place for entertainment while people are waiting to get on the train.

 

Hassans walls lookout is the highest lookout in the blue mountains. It is accessible at all times. This allows for us to have our buskers up at the lookout at different times of the day/night again allowing for a wider audience. This will be a good area and will probably be talked about. Word of mouth will be used and more people will visit the lookout just to see our buskers. The main street which includes lithgow valley plaza and the main street plaza precinct are part of the town centre. Placing buskers around this area will again allow for a wider audience. As lithgow is a rural town most people would travel here everyday to get in and out of lithgow or to get their food and clothing. This area will have school children, business people and families.

 

Costing of the Buskers 

 

 Banners cost $345 per one. We plan to have 3 buskers at each location so thats 3×3= 9.

9 banners x $345= $3105

 

Buskers will cost $200 per gig. They will be performing one time each other the month leading up to the festival. This will mean that $200x 9 different bands/performers = $1800 over the month.

 

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