Multimedia Applications for Communication Campaigns
Instructor: Dr. Iro Laskari
Students: Eirini Chazapi, Erato Zouroufidou
Project Analysis
Background Research – Field Research
Dance as an art form, which can be studied, on a higher-level equal to a University is not very popular in Greece. This situation stems from prejudice of the public who cannot understand dance as an art and also from a very old and dysfunctional system of examination and admission of students into professional dance training programs. On top of that the financial crisis of the later years has seen a reduction, or better stop to any funding by state agencies.
In 2012 the “Dance School of Vasiliki Marouli” became a higher-level educational institution, offering students the opportunity to attend a 3-year course in dance studies approved by the Greek Ministry of Culture and earn a Degree as a dancer or dance teacher. The school needs a PR plan to deal with student enrolment since there is fear, on behalf of the public, to trust a new school.
The amateur program of the school has a very good reputation in the greater Neo Iraklio area.
The professional program on the other hand due to being new and not very highly visible is naturally suffering as far as reputation goes. This is an important factor, which should be dealt with in order to achieve the mission of both the organization and the plan, since a good and string reputation will reduce the hesitance of students to attend the school.
So far there is a small number of people who have said positive things about the work done in the school on the Facebook page of the school and also in person to the team when it conducted the small survey.
It is important to note at this point that the field of dance in Greece is occupied by relatively very few people in comparison to other countries abroad. Therefore, having a good reputation among a small group of influential individuals will be highly effective in building a strong reputation in the wider public.
Competition
Until 2012 there were 7 Dance schools in Athens offering this dance degree, two of which are run by the state. Therefore all students pursuing this degree, approximately 200 every year, were split between them. In the past 18 months one more school, apart from Vasiliki Marouli, opened.
Due to the small number of schools offering the same program on a national scale all schools offering the program are considered competitors. The main competitors of the school are the following:
National Opera of Greece
National School of Dance
Anna Petrova School of Dance
Rallou Manou School of Dance
Tzarou School of Dance
Kontaksaki School of Dance
Morianova School of Dance
Gregoriadou School of Dance
Target Audience Definition
Considering that nowadays everyone is familiarized with the new technology and most of the people have access to the internet, it is challenging to reach a significant amount of people by creating a website for the school.
The key audience is people that may want to attend the programs of the school and get a higher degree. We target to each people mostly in Athens, but also we want the school to be known in as many people as possible in all over Greece. They are potential customers of the school and also people that already attend the school’s programs. More specific, the audiences of the school are:
Current customers:
-Parents of children age 4-17 who attend the amateur program
-Adults age 18-50 who attend amateur classes
-Adults age 18-30 who attend the professional program
Potential customers:
-Adults age 18-30 who are interested in professional dance courses for ballet and contemporary dance
-Students of amateur dance schools who want to further their studies
-Parents with children age 4-17 who want their children to attend dance classes
-Adults of any age interested in ballet and contemporary dance on an amateur level
Communication Goals Definition
The main target of this project is to increase the popularity of the school and to distinguish it from its competitors. By creating the logo, posters and constructing the website of the school, we want to reach as many people as possible and to make the school known in all over Greece, and, considering the great extent of the internet, the school can be renown in counties in all over the world. We want to present the status and also the distinctiveness of this organization. We want it to be seen and known by everyone as a highly respected and prestigious school of dance, hailed as the leader in professional dance studies in Greece.
The overall positioning goal is to be established in the minds of the publics as an organization, which follows high standards and values. It is a highly respected school, which also respects its students and we will try to make people identify it.
We want the brand of this organization to be recognized not only by its targeted audience, but also by almost every citizen in the country. It will be broadly known school of dance and held in high regard by everyone. The main purpose is to increase the popularity of the school and strengthen its reputation and to attract more customers.
In order to attract more people to the school, it is crucial to make them appreciate the art of dance, that’s why our concern is to raise public awareness about it and make people appreciate it. This is the first step in constructing a strong relationship with all kinds of publics and subsequently we will focus on the key publics.