2009
TR3GROUPMTKG
NATHALIE PHAM
[LE CIRQUE PRAVDA - EXPERIENCE TRUTH]
Kantermirov & TR3 Partners PresentLE CIRQUE PRAVDA - правда - "Experience Truth" campaignSponsored by Harrah's Casino
Entertainment-Pravda/truth is a mystical journey into the abyss of time where ancient mysteries of the past engage with the
[ KANTERMIROV & TR3 PARTNERS PRESENT
LE CIRQUE PRAVDA - ПРАВДА - "EXPERIENCE TRUTH" CAMPAIGN
SPONSORED BY HARRAH'S CASINO ENTERTAINMENT ]
PRESS RELEASE DRAFT JULY 2009
Before there were cars, man rode horses, before there were horses, man learned to walk on 2 feet, before learning to walk, man
knew nothing but how to gallop on all fours –
There is a need for a wiser and perhaps a more mystical concept of animals. The universal nature and the living are in constant
motion for existence. Man in civilization surveys the creature through the glass of his knowledge and sees a creature — one that we
patronize for their incompleteness, for their tragic fate for having taken form so far below ourselves. And there we do error that
creature is yet only a feather magnified and in the whole – image in distortion. The creatures holds within the project of people’s
dreams about them elves – strong, powerful, beautiful – and it has the capability of giving us escape from our mundane existence.
The aesthetic connections made between the movement and balance of horse and rider
are breathtaking. From the visual artistic mind of legendary creative producer Kantemiro,
a delicate and sensual world is created. The Pravda/truth behind the stories of mankind
and creatures unfolds. The animal shall not be measured by man. In as world much older,
more complete than ours, the horse moves – finish and complete, gifted with extension of
the senses we have lost or never attained, living by voices we shall never hear. They are
not brethren; they are not underlings; they are other nations, caught with ourselves in the
net of life and time, fellow prisoners of the splendor and travail of the earth.
Pravda/truth is a mystical journey into the abyss of time where ancient mysteries of the
past engage with the innovations of the future. Above all, it is a celebration of life and of man's love for horses demonstrating the
harmony between mankind and nature. While the horses move in a perfectly timed dressage, the infinitely creative mix of artistry,
acrobatics and dance will astonish and spark the imagination. The artists not only defy the laws of gravity, they transcend the laws of
nature as they unveil the secret wisdom of the future and of times past.
Pravda/truth – a Cirque -human-equine burlesque experience that enters your heart and leaves your soul. The magnificent
connections of creature and man unveils. Pravda/truth features 50 acrobats, aerialists, contortionists, tumblers, and 19 of the rarest
Russian thoroughbred horses. An extraordinary blue-eyed Albino horse and an Akhalteke stallion,
whose origins date back to Alexander the Great would be featured on the show.
The glorious Kantermirov family conceived performing with horses a century ago and this culture, till
date is retained in this prominent presentation of their awe-inspiring stunts. Mairbeck Kantermirov,
the Pravda creator is an internationally acclaimed producer who has won numerous international
awards while artistic director, Oleg Kantermirov has performed in many Cirque du Soleil productions,
who has more than 25 years of experience in both performing and directing. The Kantermirov Family
which concerted horses and acrobats in a circus performance, are no strangers to the circus,
theatrical and the film industry. Le Cirque Pravda, a revolution in theatrical entertainment, is making
its first ever USA debut 2009. A visually sensational presentation under the pedagogy of the
Kantermirov dynasty, Pravda has induced impressive performers with some of the planet's scarce
and most ancient horse breeds together. Where else will you witness such intense Cossack riding, attractive daring performances by
Atlantis and stunning acrobatics? Pravda will entertain, exhilarate, explode, edging you on you seat with exhilaration. Certainly, a
magical, mysterious and spellbinding spectacular show not to be missed!!
Performances will be at 5:00 p.m. and
8:00 p.m. daily from September 2009 to
August 2009. Ticket prices are $75, $55 and $35.
Groups may purchase tickets by calling the
Group Sales Box Office at 877-282-2987
acknowledgments -Pam Brown, Henry Beston
[ INTRODUCTION:
LE CIRQUE PRAVDA
KANTERMIOV PRODUCTIONS, TR3 & PARTNERS PRESENT
THEMES
LE CIRQUE PRAVDA - EXPERIENCE TRUTH - Sponsored by Harrh's Entertainment
What is truth? What Ideals do we all
process? What connections are there
between mankind and creature?
truth&realties of today



Address Harrah's New Orleans
228 Poydras Street
New Orleans, LA 70130
Address: BRAND NEW CASINO Harrah's New Orleans
8 Canal Street
New Orleans, LA 70130
Marketing to reach out to Harrah's Biloxi
]
NEW ELEMENTS
In order to revamp the old production we
had to add new elements.
- There are more horse performances in
the first act and it builds anticipation for
the end performance act.
PRAVDA
The music has been re digitalize and
lements have added in order to add
drama to the production
What is the meaning of Pravda?
-Costumes are redesigned to add a sparkle
feel
The word comes from the Russian Language meaning Truth
definition - ideal or fundamental reality apart from and transcending perceived
experienceL the basic truths of life; from the latin root word "to be"
This bold approach combines the fundamentals of the Kantermirov Productions from
past to present. The Cirque has been #1
in Europe, Russia, Niagara, and Canada.
It has won numerous awards and its
produdcer have received Academy
Awards for the show he produced. Now
for the first time ever they are here in
the US. The experience has been a
difficult journey. What motivates this
production is that they came here for
the "American Dream" to one day be #1
here as well.
Gone through (2) marketing/production companies - In order to stay here in the US
longer - put 2 of the prized horses for sale-Communication problems -- though arise
in every situation - they still have trust in the American Ideal.
-Lighting productions have been
revamped and bold changes are in the
works
http://livedesignonline.com/theatre/topst
ory/robe_rejoices_with_avaia/
-Additional performance acts have been
added - stilt walker/fire breather/sword
scene/aerial
-(1) horse solo act added
-(2) dance contortiist routines
-more comical acts addeded
VISUAL IDENTITY
Mysterious - Dark,
Colors: Red, Blue - represents
Heaven/earth - good/evil - life - truth
truth - The Cirque is a rare cirque. Performing with all their heart in every show ticket sell or 100 people in the stands. They all perform, work on the tents, practice,
as a family. There trust in Kantemirov and the show. These dedicated performers
are here for the show -its all or nothing.
Logo? Pie sign circle eye - TP logo
The production has been at the top and experience the bottom - the history cannot
be foreshadow but only to be embraced. This paper will take you through the
production, marketing strategies, and development goals of Le Cirque Pravda.
The production has been redesigned and
the direction is in progress
Imagery
DESIGN
The feel is more dark, mysterious, and
revitalizing
The purpose is to leave the audience
wanting more. It will cater to a mature
demographic
EXAMINE KANTEMIROV PRODUCTIONS
BACKGROUND -HISTORY
Alibek Kantermirov, founder of the distinguished Kantermirov horse riding dynasty from North Ossetia, Russia, began his career as a
circus rider and was the first in the history of Russian circus to create a troupe. The troupe, known as “Alibek,” performed
traditional Ossetia (Cossack Warrior) stunts on horses. In 1947, Alibek and his
three sons, Khasanbek, Irbek and Mukhtarbek, created a system of acrobatic
horse riding stunts for the Soviet cinema, which later became a classic art
form for the Russian cinema. The prestigious stunts and horse dressage of the
Kantemirovs have been featured in more than 50 films.
Following in his footsteps was son Irbek Kantermirov, originator of many of
the equestrian stunts observed in circuses throughout the world. In 1967,
Irbek became the head of “Alibek.” Irbek held various honors including
People’s Artist of the USSR, Master of Sports of the USSR and Champion of the
Armed Forces of the USSR. As a five-time national equestrian champion, Irbek
was considered one of the best trick and stunt riders the world has ever seen.
Since 1994 (when he retired from decades of performing), the creative and
artistic direction of Pravda has fallen into the hands of Mairbek Kantermirov.
In 1997, Mairbek was recognized as an Honored Artist of Russia and North
Ossetia. He created his own theatrical attraction centered around the legends
of ancient warriors, the Scythians, and it quickly became an incredibly
successful production in Russia and Europe. Mairbek performed in many
international festivals and horse shows and received the Russian National
Academy Award as well as Attraction of the Year Award in Ontario, Canada. In
addition, Mairbek was named the winner of the 20th International Circus
Festival in Rome.
THE HORSES
Many ancient and rare breeds of horses are featured in Pravda, including Akhal-Teke Thoroughbred, Tersk, Ukrainian and Orloff
Trotter. The Akhal-Teke is the most ancient and one of the rarest breeds in the world. One of the Akhal-Tekes featured in Pravda is
a very unusual, cream-albino with blue eyes and bloodline dating back more than 3,000 years to the time of Alexander the Great.
Born in the Asian steppes and deserts, it has almond-shaped eyes and a long back coupled with a flat croup and long, upright neck.
The Akhal-Tekes are lively and alert with a reputation for being a “one-rider” horse.
The Tersks, considered a strong steppe horse used by warriors, were specifically bred for the Russian Army in the 19th century. The
Ukrainian breed is of German descent and most often preferred in sports. Lastly, the Orloff Trotter breed, was selected by the royal
family Orloff and bred in the 19th century. They are very well built with a strong body and long neck, and mainly white in color. This
breed is known as one of the world’s strongest horses and, in 1957, this type of horse won the absolute record of carrying weight in
a cart with 23 tons. The Russian Heavy Horse resembles a Clydesdale, but without the fancy hair around its hooves. Acrobats tumble
across its broad back during the performances of Artania.
CAST
Pravda features 55 acrobats, aerialists, contortionists, tumblers, and 19 of the rarest Russian thoroughbred horses. The big-top
circus tent and 40ft performance ring highlight the legendary Kantermirov Family Cossack warriors and breath-taking horsemanship.
The favorites among consumers are the clown skits. In one skit actually go into the stage and poke fun an audience member. This
allows the audience to feel and be part of the show
PROGRAM CREDITS
Anatoly Lunin, Art Designer
Vasily Ksenin, Composer
Vasily Ushenko, Choreographer
Denis Borodetsky, Choreographer
Producer/Trainer:
Mairbek Kantermirov
Dressage Master/Rider:
Maria Shevchenko
Dressage Master:
Yurii Birukov
Straps Act/Rider/Dancer:
Kazbek Eristov
Rider/ Fast track/Trampoline:
Aliaksei Kazlou
Rider, Dressage:
Alibek Kantermirov
Master Juggler:
Galina Kuzmenko
Clowns:
Alexander Bocharov
Andrei Kozhan
Evgeny Telezhkin
Atlantis Acrobats:
Alexandr Demyanchuk
Sergii Matvienko
Taras Shchygol
Oleksii Sodolinskui
Rider/Dancer:
Georgy Batsazov
Robert Batsazov
Sergey Barnash
Alan Chsiev
Oleg Eristov
Alan Karaev
German Kochiev
Sergey Lazarev
Andrei Lych
Viktor Mikheev
Elbrus Takoev
Tamerlan Tsoraev
Soslan Zaseev
David Gigolaev
Trampoline:
Aliaksandr Auhustsinovich
Dmitry Shostau
Siarhei Klimankou
Fast Track:
Igor Goncharov
Denis Kalnitskiy
Andrei Kazantsau
Vital Muliarou
Alexandr Sugonyako
Artem Kosuchenko
Alikhanovs,Vertical Bars:
Alikhan Alikhanov
Pavel Perushkin
Elena Perushkina
Veraslau Kalinovich
Tatsiana Tur
Dzmitry Barsukou
Kristina Abuladze
Contortionists:
Natalia Metelskaya
Evgenia Menshova
Svetlana Poso
OPPORTUNITY
Cirque Pravda is a cirque act that has already been constructed and revamp to tailor to the expectations of
the Harrah's Casino Entertainment. The company is fully functionable and provides all the elements
necessary to produce a world class show. It assets alone value ------With the new marketing partners and production on the same communication lines - the show is now more
than everything its meant to be. A WORLD RENOUN Performance.
Competitors such as Cirque Du Soleil understands the concept well and it is seen though there net worth. They also know that
Cirque acts with the right marketing strategies and investors the market for Cirque performance could be easily divided.
This opportunity is a great business venture for Harrah's Casino. In order to be at Las Vegas Entertainment industry levels the first
step would be to put more focus on the entertainment. to East Coast Casinos a
How can you incorporate a southern east coast feel to the Cirque performance.
COMPETITION
How do you differentiated the difference between Cirques - What is the set APART Quality?
Cirque Pravda is the symbol of the
triumps and success of the everyday
person. Rather than to to avoid or
disquise the past endeveaors Pravda
accepts
them
and
publically
acknowledges them. The American
News CIRQUE DU SOLEIL PLANS
LONG TERM INVESTMENT AND
PARTNERSHIP
WITH
RUSSIAm
Moscow
December2,2008
CirqueRUSPLANs.pdf
society embrace those who take on defeat. It is
the times when you are at the lowest where
people acknowledge quality and dedication.
Cirque Du Soleil has embark on the Russian Circus Performance this past year.
Acquiring new plans in long term investments and partnerships with Russia.
“We are excited about the Russian market.” said Daniel Lamarre, President and CEO
of Cirque du Soleil. “Russians are some of the world’s most sophisticated cultural
citizens. The opportunities are limitless to create and provide high quality
entertainment throughout Russia. We are seeing a bold cultural renaissance in Russia
and we are committed to helping take this renaissance to the next level. From small
and intimate special events to multi million dollar permanent shows, we are
interested in finding ways to bring world class entertainment to many Russians.”
MOVING TARGET"
Cirque's success has spawned imitators, many of them from the troupe's
own ranks. Former Cirque executive Normand Latourelle is touring the U.S. with an
equestrian-themed show called Cavalia. Longtime Cirque director Franco Dragone
will
open a Cirque-like water show in April at the new Wynn resort down the
strip. Even so, "they're very clever business people," says Paul Binder, founder of the
nonprofit Big Apple Circus, which will put on its show in nine cities next year. "It
makes it very difficult for those of us who have limited budgets to compete."
`
CEO--- publicatly annouced his "no use in animal policy" and still produced the
equestrian cirque performanc
PAST Equestrian Cirque
Addressing the Issue Case 1: Equestrian Art and Animal Rights
There’s much debate about what happened next—in what order. It was originally assumed that the horse was used to pull carts and
chariots before it was ever ridden. The assumption being that it would have been easier to get
a horse in harness than to mount him. But new evidence suggests the reverse. Archaeological
remains from 6000 years ago show a horse that wore a riding bit, and this is 500 years before
the first wheel. And how riding happened is completely open to debate. One quote: “To ride a
horse was surely more an act of daring, bravado, curiosity and yearning than of necessity.”
Certainly, that first rider would have no idea of the changes that would follow this brave
action. Perhaps it was purely accidental. It’s not in the nature of the horse to allow something
on its back. He has a very strong flight response and a survival instinct to throw off anything on
its back—it’s probably a predator. So it’s likely that the first rider earned the horse’s trust over
a period of time and mounted as a natural extension of that companionship. How quickly was
that first rider thrown off? Or did they just gallop off into the sunset?
News: Zippos Circus was represented on the Government working group on the new ANIMAL
WELFARE BILL helping to set new standards for circus animal welfare. Zippo's dedication to circus animal welfare and artistry was
recognized in receiving awards for the Best Equestrian Act, in 1998, 1999, 2000, 2001, 2002, 2004 and in 2006.
In February 2001, Tom Roberts was presented with a special award for outstanding animal care.
http://www.zipposcircus.co.uk/code.html
PAST CIRQUE PERFORMANCES IN THE US
CAVALIA - http://www.equestriantimes.com/artman/publish/article_1456.shtml
http://www.equisearch.com/equiwire_news/cavaliatexas_011806/
CHEVAL http://www.metroactive.com/papers/metro/04.25.02/cheval-0217.html
http://www.sfgate.com/cgi-bin/article.cgi?file=/chronicle/archive/2002/05/03/DD220391.DTL
TESTIMONIES
-CoolerMichelle 3 months ago
I'm a full believer in animal rights and I am also an equestrian. Most of us horse people are completely and totally devoted
to our horses' well being and I surely hope that you distinguish between the majority who provide good care and the
minority who do not have any standard of respect or care for their animals. Horses in general like to work and have
'jobs' - work is stimulating and bond-building. As humans we must also have a healthy respect, patience and understanding
for our equine partners. Good riding is not about dominance, its about harmony. A good rider's cues always 'ask' and never
'force'.
-A horse is the projection of peoples' dreams about themselves - strong, powerful, beautiful - and it has the capability of
giving us escape from our mundane existence. ~Pam Brown
-The essential joy of being with horses is that it brings us in contact with the rare elements of grace, beauty, spirit, and fire.
~Sharon Ralls Lemon
Kantemirov Productions and TR3Group ensures the up keep of the horses.
All the horses have legal documents, medical records - accidental injury report - There have not been any documente conflicts with
animal right groups and press/media.
Equestrian is an art. Defined as ----Approach /action plan on animal cruelty
Addressing the issues Case 2- Negative Reviews
Every theatrial performance has there likes and dislikes. Art is in the eye of the beholder. TR3group marketing have conflict
management team in placed to handle negative reviews an issues. They have immediate action plans and once you understand the
consumer base - they just want to be heard. Addressing them will keep with our company ideals http://www.blogto.com/arts/2007/05/cirque_avaia_frightfully_delightful/
http://unrulybehavior.blogspot.com/
http://blogs.houstonpress.com/hairballs/2
009/04/what_if_they_gave_a_horse_show.php
Approach/action plan on negative issues
MARKETING PLAN
LE CIRQUE PRAVDA
EXPERIENCE TRUTH
MARKETING PLAN:
LE CIRQUE PRAVDA - "TRUTH"
1.
EXECUTIVE SUMMARY
Le Cirque Pravda has been known all over the world as an entertainment company that provides quality entertainment and
artistic performances. It is said that the company is operating in different parts of the world. This time, the company wanted to take
on the approach of revamping a world class show and give it a "southern comfort" feel. This time, the company wanted to please .
audiences. This report provides intensive marketing and implementation plan that Cirque can be used to meet the needs and
expectations of Harrah's audiences. To gain management buy-in, the integrated marketing communications plan for launching the Le
Cirque Pravda performances considered marketing approaches. Based on the analysis conducted, with Cirques talented and unique
performances, they can be able to gain competitive advantage in the entertainment industry in the east coast. This paper also
tackles information about the strengths and weaknesses of the company and the marketing approach that should be considered.
TABLE OF CONTENTS
1.
EXECUTIVE SUMMARY
2. INTRODUCTION
3.
BUSINESS OVERVIEW & OVERALL MARKETING PLAN
4. STRATEGIC MARKETING FOCUS:
·
MISSION/VISION
·
GOALS AND OBJECTIVES
·
CORE COMPETENCIES
§
INTERNAL ENVIRONMENT
STRENGTHS
WEAKNESSES
§
EXTERNAL ENVIRONMENT
OPPORTUNITIES
THREATS
5.
THE MARKETING PLAN – AN APPRAISAL AND ANALYSIS
·
TARGET MARKET
·
INTENDED STRATEGIES
·
CONCLUDE WITH A PLAN BASED ON THE ANALYSIS OF ALL THE ABOVE
6.
EVALUATION / RECOMMENDATIONS & WAY FORWARD
7.
IMPLEMENTATION PLANS & BUDGET
·
PROJECT TIMELINE WITH WORK BREAKDOWN ACTIVITIES
·
BUDGET ALLOCATION
·
MONITORING AND CONTROL
8.
SUMMARY / CONCLUSION
2. Introduction
Each company is subject to different elements which influences the performance of the business. To be able to ensure
success, the company must be able to know how to surpass different market challenges in the market environment. In order to do
such, different approaches and strategies must be developed and implemented. In this kind of condition, one of the important
aspects to consider is a marketing plan.
It can be noted that marketing plan enables a company to analyze deeply the situation of the company, its resources, and its
competitive advantage. Furthermore, marketing plan also enables the company to identify their target market and the needs of the
potential clients. It also served as their basis for developing new products and services. Moreover, the marketing plan also facilitates
such significant business approach by outlining the applicable strategies of promotions and sales.
It is said that strategic marketing plan should be noted to know the ability of the company to obtain competitive advantage.
An efficient a marketing plan consists of different factors that determine the objectives of the company as well as the methods on
how such objectives will be achieved. Primarily, the main objective of this paper is to discuss a marketing plan for LE CIRQUE
PRAVDA. This paper will analyse how the company can enter the Harrah's audiences. Herein, a comprehensive marketing plan for
the company follows.
3.
Business Overview & Overall Marketing Plan
Le Cirque Pravda which is also known as Artania and Availa is produced by Kantimerov Productions. Alibek Kantermirov, founder of
the distinguished Kantermirov horse riding dynasty from North Ossetia, Russia, began his career as a circus rider and was the first in
the history of Russian circus to create a troupe. The troupe, known as “Alibek,” performed traditional Ossetian (Cossack Warrior)
stunts on horses. In 1947, Alibek and his three sons, Khasanbek, Irbek and Mukhtarbek, created a system of acrobatic horse riding
stunts for the Soviet cinema, which later became a classic art form for the Russian cinema. The prestigious stunts and horse
dressage of the Kantemirovs have been featured in more than 50 films.
Following in his footsteps was son Irbek Kantermirov, originator of many of the equestrian stunts observed in circuses throughout
the world. In 1967, Irbek became the head of “Alibek.” Irbek held various honors including People’s Artist of the USSR, Master of
Sports of the USSR and Champion of the Armed Forces of the USSR. As a five-time national equestrian champion, Irbek was
considered one of the best trick and stunt riders the world has ever seen.
Since 1994 (when he retired from decades of performing), the creative and artistic direction of Artania has fallen into the hands of
Mairbek Kantermirov. In 1997, Mairbek was recognized as an Honored Artist of Russia and North Ossetia. He created his own
theatrical attraction centered around the legends of ancient warriors, the Scythians, and it quickly became an incredibly successful
production in Russia and Europe. Mairbek performed in many international festivals and horse shows and received the Russian
National Academy Award as well as Attraction of the Year Award in Ontario, Canada. In addition, Mairbek was named the winner of
the 20th International Circus Festival in Rome.
4. Strategic Marketing Focus:
In order for the company to have efficient expansion approach, it is essential that the management of LE CIRQUE PRAVDA
should create first a comprehensive and complete marketing opportunity plan to determine their capabilities of the company in the
marketplace where the company wishes to expand One of the factors to consider is the situational analysis of the marketplace.
·
Mission/Vision
Le Cirque Pravda is an international company which is dedicated to the generation, production, and performance of
entertaining and artistic works, with the mission of invoking the imagination, the senses, and the emotions of the audiences all over
the world. The vision of the company is to produce new shows annually to meet audience expectations.
·
Goals and Objectives
The main goal of the company is to be able to produce high-quality artistic entertainment to audiences on different parts of
the globe with different cultures. Their aim is to be the number one entertainment provider for the Harrah's Casino Entertainment.
Core Competencies
Based on the given case, it ca be said that the core competencies of LE CIRQUE PRAVDA includes the management and their
employees and staffs. Their main competencies are the ability of the management to determine the possible demands of their
target audiences in terms artistic entertainment. Ensuring the quality of their performances shown for their target audiences is
another core competency of the company over their rival companies.
In addition, the ability of the company to efficiently control all its resources from their human, physical, and financial
resources is another core competency that can be attributed to the management of CIRQUE. The employees and staffs who are
highly motivated and devoted to perform well during their performances are other important aspects for assuring the success of the
company to enter . audiences. The highly trained performers are also a leap against their competitors. In this regard, the company
has been able to gain loyal audiences from different parts of the world. In addition, the marketing personnel of the CIRQUE have the
ability to think of the most effective ways to market and promote their shows.
From the core competence aspects, one of the strengths of the company is their fast and intensive transfer of operational
capabilities across the expanded markets, which allow the company to benefit from learning curve, operational and other cost
reduction benefits. In addition, the company also has the ability to develop new innovative solutions to meet changing demand of
the audiences at different parts of the world. From the portfolio perspective, the core competencies of the company are its
experience of international operations.
·
Internal/External Environment and Competitors analysis
Marketing audit is known as a preliminary tool or process which enables companies to have a glimpse of their ministrations,
patrons, and products in line with its modern and advanced external influences. Accordingly, an efficient marketing audit will not
only help in the assessment of the current operations but it is also helps in furnishing the company a model for continuous decision
making appraisal as well as long term decision (195). To audit the market, SWOT analysis will be used. For analyzing the internal
environment, the strengths and weaknesses of the product will be considered:
§
Internal Environment
Strengths
As compared to the industry competitors of LE CIRQUE PRAVDA, the company has been able to preserve their artistic
tradition and promote their talents and performances to international market. Having talented employees are the major strength of
the company against their competitors. Hence, CIRQUE will have the assurance of gaining customer loyalty and have a good
reputation.
Weaknesses
Entertainment industry today has been able to gain competitive position in the business market. However, the problem
with this kind of business is that the emergence of competitors has immediate effect to the performance.
However, the problem with this is that the emergence of competitors has an effect to the performance of the company. In
line with LE CIRQUE PRAVDA, the company is facing some weaknesses, and one of their weaknesses is in terms of their story.
Accordingly, the intensity as well as the beauty of the performances of the talents of Cirque overshadows any other stories and
some audiences may view this as nonsense This may affect the competitive position of the company in the . audiences or any
international market. In addition, another weakness is their inability to manage and promote their business in any other medium of
advertisements.
§
External Environment
In this part, the external environment will be audited. Herein, the problems and opportunities will be analyzed:
Opportunities
Since LE CIRQUE PRAVDA is not that familiar with the local . audiences, conceptualizations of the value propositions of their
performances and entertainment are highly in synch with the traditional culture and entertainment in the . audiences. In this regard,
marketing approach come relatively easier to LE CIRQUE PRAVDA management to enter . audiences to reach their target market
easily. Such market situation should be taken advantage by the management to gain competitive edge against other entertainment
industries, which are performing in China.
Threats
In terms of the threats, one of the threats facing Cirque is with regards to the expenses and the inability to provide enough
financial resources for each performance to be made within the specific market place. Aside from these, the threat of the exiting
entertainment company may also affect the market entrants of Cirque at . audiences.
5.
The Marketing Plan – an appraisal and analysis
·
Target Market
Of all the elements of the marketing plan, perhaps one of the most overlooked but most critical element is the target
market definition. Accordingly, target market is a homogenous group of individuals or organization in which the company wishes to
appeal to. There are two basic targets for specific products or services, or in this case, entertainment audience: the user and the
non-user segments. Hence, there are also two business and marketing decisions that a firm must considered in light of their basis
targets.
For LE CIRQUE PRAVDA, their market can be segmented into three target populations:



Individuals: people who are a fan of entertainment and artistic shows.
Families: a group of people, either friends or a group of nuclear relatives who are fond of watching entertainment and
artistic shows together.
Tourists: those travelers who wish to see some entertaining and quality shows and performances.
The Cirque's audiences include those individuals who want to be entertained and who want to see some spectacular shows
with excellent artistry. Age is not the most defined demographic for these target audiences; all age groups may enjoy artistic and
entertaining shows. For this company, the most defined client base is their income. Cirque has been very successful in mixed-use
and high rent urban areas. Such areas have a large day and night population which consists of business people and families and also
some tourists. Integrating several key demographic aspects, Cirque arrives at a profile of the primary target market as follows:
Sophisticated families who live nearby.
Professionals who work close to the location.
Tourists who wants to be entertained.
·
Intended Strategies
The main goal of the company is to provide superior quality entertainment and artistic performance for the customers and
communities through their innovation, leadership, as well as partnership. The company exists to attract and retain their target
market. The objectives of the company are to maintain steady, positive, and growth each month in the audiences. In addition, the
company also aims to generate more sales for their performances and experience an increase in new clients who are turned into
long-term clients. In addition, the company’s financial objective is to have a double-digit growth rate for their entertainment and
products show starting in 2008 and continue to decrease variable costs linked with their performances.
It can be noted that the marketing context has been defined as the vital aspects to achieve organizational and company
objectives and it rests on customer orientation, marketing context, coordinated marketing, and profitability. In a company like
Cirque, the firm has to try to attain this level of marketing position as a way of staying and maintaining sustainable competitive
advantage. In this regard, the company must be able to determine an efficient and effective marketing approach to be successful in
the . audiences.
In addition, one of the objectives of the intended strategies of Le Cirque Pravda is to improve their means of promoting
their artistic performances. This strategy will help overcome competition as well as increase profit margins. For this purpose, this
intended strategy attempt to focus on their existing promotional aspects.
Service delivery is an interactive and dynamic process that from the consumer's point of view is much more than a passive
exchange of money for a particular service. Characteristics of services (e.g., intangibility, heterogeneity, simultaneity, and perish
ability) often require customers to be actively involved in helping to create the service value -- either by serving themselves or by
cooperating and often working collaboratively with service personnel. In high-contact systems customers can influence the time of
demand, the exact nature of the service, and the quality of service ( 1998). If consumers somehow become better customers -- that
is, more knowledgeable, participative, or productive -- the quality of the service experience will likely be enhanced for the customer
and the organization ( 1990). In this regard, the company needs to strengthen relationship with their customers and increase market
share. This effort will result to parallel business interests that will contribute to the company as well as their business objectives of
providing high quality performance and entertainment with their clients.
·
Conclude with a plan based on the analysis of all the above
Based on the analysis, the company is in need of a comprehensive marketing strategy to ensure market success in the .
audiences. For this strategic development plan, it is recommended that the management of LE CIRQUE PRAVDA should focus on
managing all their employees and talents of the company. In addition, to be able to maximize their advantage in entering the .
audiences, the management should be able to manage this strategically. In line with the marketing development, the company
should maximize the use of their financial resources in the latest trends in the market environment. They also need financial
resources, to sustain their strategic development in considering employee trainings to ensure that the changes in line with their
interactive media planning sill be successful.
There are various factors that affect the success of the company market entry strategy. One of these is the context of
organizational culture. Accordingly, with an enhanced organizational culture, and change, both the management and the employees
are extremely involved in a constant joint effort to enhance the quality of the firm’s products or services at every level through
strategic renewal. This then involves an impact similar to that of a chain reaction in which, the united goal of the organization to
improve its services will eventually enhance their customers’ satisfaction and minimize the firm’s total costs. Another factor includes
the leadership ability of the management (1998). The role of the leaders for example, is significant in developing organizational
efficiency to successfully implement strategic changes. According to (2002), efficient leaders have the ability to view the future.
They are equipped with compelling abilities to visualize where things will naturally end or lead to. Unlike other people, individuals
with leadership abilities see things that are not noticeable or obvious to others. In addition, leaders have the ability to build and
establish confidence to others (2002).
It can also be said that the resources, capabilities, and business environment of an organisation or industry can all
contribute to the efficacy or success of implementing this strategic changes for Le Cirque Pravda. The company should then design a
project plan for this strategy. Important resources that will serve as the strategy’s framework should be prepared. It is also
suggested that the company develop a monitoring system, which will regularly evaluate the strategy’s progress. This will be helpful
for detecting problems ahead of time as well as in implementing strategy changes or improvements.
In this strategic development, it can be said that the commonness of the two is the initiation of the strategic planning.
Accordingly, strategic Planning is part of the strategic development wherein the management team identifies ways and techniques
to initiate the development or execute their objectives. Strategic planning can be utilized when an organisation intends to instigate
or initiate a certain project, in this case the LE CIRQUE PRAVDA information technology development and interactive media
development and the marketing strategy development that will enhance the competitiveness of the organisation (, 1998).
The strategic plan for each development, specifically in terms of their resource planning, assures that the company only
utilized a strategic planning approach that will benefit the company to achieve its goal. In this manner, the management of LE
CIRQUE PRAVDA should be able to incorporate strategic planning and implementation in line with its resources for both strategic
developments.
6.
Evaluation / Recommendations & Way Forward
The analysis shows, that although there are some risks to consider by the management of Le Cirque Pravda, it can be said that
they have a potential market in New Orleans. This is because people are entertainment and artistry enthusiasts. In this regard, the
management should be able to consider a comprehensive marketing approach. For this it is recommended that the company should
consider in their marketing approach the four types of resources which the company can use to achieve its objectives: financial,
tangible, human, and technological resources (, 2003).
In addition, the company should also consider the context of integrated marketing communication approach for effective
marketing. All types of communication are involved in marketing communications, including literature, training, advertising, mail,
telephone, product promotions, and other contact relevant to marketing communication. Among the channel members, even
follow-up on complaints as well as customer billing may be included within the communication loop. In order to effectively serve the
marketing channel, correct timing, and accuracy in communications is essential. Moreover, it is important for the company to
recognize that all members of the channel have an obligation or important role in maintaining the efficacy of marketing
communications. The management initiated product development strategies by marketing their existing entertainment and artistic
production.
Due to the notion that the direct or primary market of the LE CIRQUE PRAVDA includes professionals and individuals who
are interested in entertainment and artistic performances, the marketing strategy of the company includes pricing strategy based on
the needs of the . audiences. This is because of the idea that . audiences can be considered as price sensitive. In this regard, the price
of the tickets to be offered in the . audiences can directly affect their buying behaviour. In addition, it is also considered that most of
the . audiences are spending on worthy shows. Hence, the price of the products will be based on the demand, but will meet the
expenses of the target audiences.
As part of the marketing plan, another important factor to consider in the marketing mix is the promotion strategy. The goal
of this promotion strategy is to give emphasis on the entire relationship to be built by the show of LE CIRQUE PRAVDA to the target
market. In this regard, the approach that will be implemented as part of this marketing plan is the integrated marketing
communication approach. The integrated marketing approach is known to be an efficient approach for coordinating the message
and media used by the company to collectively make or generate an impact to its product value (2007).
In addition, it can be used for creating and sustaining close relationship with the target customers by controlling effectively all
the information as well as message sent to them by the objectively encouraging two-way conversation with the audience. Hence,
the aim of the integrated marketing communication is to promote the LE CIRQUE PRAVDA through various promotions tolls and the
marketing approach to communicate or imply the message of promoting the products to the clients who will avail the products.
In this manner, the advertisement will be generated to position LE CIRQUE PRAVDA by different video and visits different
shopping malls for free tasting for audiences and this will happen via direct relationship. In addition, another approach is to use print
advertisements through newspapers and magazines related to food and beverage industries. And lastly, the use of the internet will
be considered as the best way to communicate and reach more . audiences through their website.
7.
Implementation Plans & Budget
This part will provide the implementation plan of the strategic approach of having comprehensive integrated marketing
communication to promote Le Cirque Pravda in . audiences.
·
Project Timeline with Work Breakdown Activities
Recommendations as to how the company will conduct its marketing communications plans is governed by the
assumptions that using the right mix of advertising tools (TV, Internet, print and radio) will allow the company to get the best of
online and offline advertising. Following is the six-month communications plan for the launching of the company.
June – July 2008. This is when initial collaboration with prospective advertising partners should be done. They should be
selected by virtue of their reputation and performance in handling advertising tasks. The company will contact partners that will
cater to its need to be publicized online and offline. Specifically, the company will employ extensive new media, TV, radio, and print
campaign. Each would-be partner will be given the chance to present their marketing plans for the company. There will intensive
negotiations between suppliers, assessment of artworks, and evaluation whether such marketing strategies are designed following
the company’s objective. The activities will include the following:
·
Complete a detailed situation analysis to examine the context of the environment and to determine the need for the project.
·
Involve the stakeholders of the project so as to consider their needs and preferences.
·
Identify alternative options of the organization so as to exhaust the available alternatives.
·
Set the assumptions and objectives of the project to distinguish the direction as well as the standards for project assessment
August – September 2008. Once the right mix and budget communications were decided, it is expected that at this time of
the year, all the advertising outputs will be ready for their launching nationwide. The advertising efforts will be completed by criteria
to measure its effectiveness. Intensive researches will be implemented to determine the success of each campaign tool. Advertising
media could be in the form of brochure, newsletter, printed materials, the Internet, newspapers, radio, and television. The
communications department of the company will be directly responsible on monitoring the content design, layout, dissemination,
and communication training and development for employees and executives. Furthermore, the department is also expected to
supervise all the market and attitudinal research. The activities will include the following:
·
Determine project size in order to limit the concerns of the project, identify the necessary resources, and evaluate its feasibility.
·
Examine the available resources whether material or human that should be acquired to meet the goals of the project.
·
Analyze the risks, benefits, and costs of the project so as to ascertain the project's financial return that will assist to the longterm goals of the organization.
·
Develop a master plan that details the focus and concerns of the project's goals.
October – December 2008. The last period of advertising campaign will focus on the maintenance and management of media
relationships. Research findings must guide the company on appraising its marketing approaches. All the steps that will be taken
must be geared towards the determination, development, and design of the organization image, presence, and reputation. The
activities will include the following:
Document all the development and changes of undertaking the project at all its stages.
Coordinate planning and project efforts between all of the project participants.
Effectively and efficiently manage information, technology, and people.
·
Budget Allocation
Companies employ marketing communications in order to gain several benefits such as increased profits and enhanced
customer relations. The application of strategies directed towards the achievement of these objectives naturally requires the
allocation of financial resources. However, while the company is capable of providing a budget for marketing communications, the
outcomes should be able to recover these allocations. Hence, in order to prevent capital losses, the company should employ
strategies and create objectives that are compatible to the capacity of the company and what it intends to achieve.
The advertisement and promotion strategy of the products focuses on TV, Newspaper ads, flyers as well as the Internet.
Each TV advertisement causes $500 dollars per 30 second ad per station. The newspaper ads cost $500 per advertisement;
furthermore, the flyers cost $100, where in $0.10 each (2008).
This communication and marketing budget will focus on the relationship of the organization towards the . audiences.
·
Monitoring and Control
The art of planning for the future has always been a human trait as humans are thinking individuals. In essence a project
can simply be captured on paper with a few simple elements: a start date, an end date, the tasks that have to be carried out and
when they should be finished, and some idea of the resources (people, machines etc) that will be needed during the course of the
project. When the plan has been able to involve different things happening at various times, some of which are interconnected on
each other, plus resources needed at varying times and in different quantities and perhaps working at different rates; monitoring
and control of the project is required for its successful and timely completion. The following activities will be initiated during the
entire monitoring and control of the marketing campaign:
Detail the activities undertaken to close the project.
Outline outstanding issues, risks, operational matters, and recommendations.
Determine if the objectives of the projects were met.
Deliver all the outputs generated by the project.
Enumerate the significance and benefits to justify the cause and rationale of undertaking the project.
Prepare a report or presentation that will detail the accomplishment of the project.
Monitor and regularly evaluate the development to ensure the timely completion of the project.
Ensure a logical intervention strategy to minimize the unnecessary impact of undertaking the project.
Identify cross-cutting objectives to be able to work on the project based on the assumptions considered.
Prepare back-up plans to supply assist for the possibility of unforeseen difficulty during the course of the project.
Plan for capacity development and sustainability to ensure the continuous implementation, control, and
evaluation of the project.
8.
Summary / Conclusion
The report has been able to show the strengths, weaknesses, opportunities, and threats of the company to enter the market as
part of their expansion and international production. In addition, this report also provide recommendation on the best marketing
approach that Le Cirque Pravda can use to enter the market and provide entertainment among audiences. Based on the analysis, it
can be concluded that Le Cirque Pravda has a great potential in the audiences if the company would be able to have strategic
marketing plan for the product. Analysis have shown that there are many potential clients for the product and through the use of
integrated marketing communication as promotion approach, the product will be able to gain good reputation and marketability in
market.
BUSINESS PLAN END
INVESTMENT 2.4 Million plan - Part 4 Cities Casino Tour ($600,000/show production costs)
JULY 2009
1.
(2) Marketing Teams
A. One team comprises with people from Harrah's and Cirque - work on a marketing programming, which involves
determining what the core messaging will be, selecting the target audience and markets, budgeting and media and pr
strategy
B. Second Creative team -tasks is to work on creating a name and aesthetic for the show, as well as the communication
materials ,media budget is set at X - if sales hit targets are hit - revenues are close to
2. Show rehearsals have take place and parts of the costumes are seen/changes to the production are made by the
marketing teams to help them come up with the "visual evocation" for the brand" - Ensure that both client/agency are on
the same page
-ideas/changes
-New name of the show will be
Le Cirque Pravda - completely new and revamped show
In Russian Pravda - Means "truth" - Show Concept - Le Cirque Pravda is a mystical journey into the abyss of time where
ancient mysteries of the past engage with the innovations of the future. Above all, it is a celebration of life and of man's
love for horses demonstrating the harmony between mankind and nature. While the horses move in a perfectly time
dressage, the infinitely creative mix of artistry, acrobatics and dance will astonish and spark the imagination. The artist not
only defy the laws of gravity, they transcend the laws of nature at they unveil the secret wisdom of the future and of times
past.
Why were you born? Why are we here in this world? What does the future hold?
La Cirque Pravda takes the audience on a walk through self discovery/. Through the relationship artistry of horse and rider,
the emotions experience is none like any other. "A horse is the projection of peoples' dreams about themselves - strong,
powerful, beautiful - and it has the capability of giving us escape from our mundane existence". Our horses, are there as
our partners, actors in the show much like any other performer, rider or cirque artist.
A story in the Greater Houston Weekly described the act and its rare Russian thoroughbreds this way:
The animals perform a mix of classical dressage – a form of horse ballet – and daredevil gallops as riders
stand, leap and contort on top of them.
The show combines the theatrical styling of the popular Le Cirque Pravda performances with lights,
music and costumes but does it on the hoof, so to speak.
CAMPAIGN - LA CIRQUE PRAVDA (notes)
1) - LE CIRQUE PRAVDA - "EXPERIENCE TRUTH"
2)KANTERMIROV & TR3 PARTNERS PRESENT
LE CIRQUE PRAVDA - ПРАВДА - "EXPERIENCE TRUTH" CAMPAIGN
SPONSORED BY HARRAH'S CASINO ENTERTAINMENT
PREVIEW TEASER WWW.LECIRQUEPRAVDA.COM (active)
3)-WHAT IS TRUTH? HUMAN-EQUINE PERFORMANCE? PRAVDA - EXPERIENCE TRUTH
4) HARRAH'S ENTERTAINMENT PRESENTS
LE CIRQUE PRAVDA - "MOMENTS OF TRUTH" A CIRQUE -HUMAN-EQUINE BURLESQUE EXPERIENCE
5)" LAS VEGAS ISN'T THE ONLY THAT CITY KEEP SECRETS" HARRAH'S PRAVDA WEEKEND GETAWAY PACKAGE - TO TRUTH OR
NOT
6)PRESS: THE DAY&LIFE OF THE STARS OF LA CIRQUE PRAVDA - THE HORSES OF COURSE?
7) PRESS: THE TRUTH BEHIND THE LE CIRQUE AMERICAN DREAM
Co-Op marketing plan and budget summary: Details co-op mtkg plan
Creative and Internet upgrades, mgmt. $6,000
Magazine 10,000
Magazine 7,000
Regional ads 20,000
Web/Email/Search marketing 50,000
Truth.com**/Travelocity/russian.ru $25,000
Press visits and media mgmt PR Agency. 15,000
On-site promotional materials 20,000
Promo management/expenses 25,000
TV Advertising Slots $30,000
Radio Broadcast $13,000
Signage $10,000
Total co-op plan :
ONLINE Marketing Platforms
Phase I:
1.www.lecirquepravda.com
Pravda is released - teaser preview page
The website : www.lecirquepravda.com RELEASED July 4, 2009 ]Placeholder/Registration Visitors Contacts for tickets/
Email Subscribe list
ZEEPMOBILE.COM SMS SIGN UP --- SMS Text zeepmobile.com activated
Search Engines Yahoo, Ask, Google, MSN
Yahoo listing
Google Ads (activated)
Bloggers- le cirque pravda - experience truth :the makings of a cirque - day, life experience
Google Groups Created
http://groups.google.com/group/lecirque-pravda-
Wordpress: is the marketing campaign process of the production
Http://lecirquepravda.wordpress.com/
Reviews
Discussian Boards
2.prior to approval small scale print media initiatives Experience TRUTH Flyers/Rackcards - design in process
PR MEDIA/FIRM
3.Harrah's website and press released
Phase2: Full Integrated site - store/fan/information
Creative direction Art DirectionCombined with a rousing orchestral score, the site features animation using Picasso-like visuals done in a style that evokes
constant movement. The site is packed with all sorts of goodies for fans and the curious alike, from soundtracks to various
Cirque shows to a boutique where consumers can buy various Cirque-related merchandise.
OPPORTUNITY: Merchandise Store/Memorabilia - Harrahs Partnership?
Examples:
Posters
Shirts
EMAIL MASS MAIL-target markets/surrounding cities
Promoted the email list development as Join Our Fan Club, not Sign Up for Our Email List,
Created a buzz for the Cirque fan club.

Members were invited to participate in a drawing for upgraded seats.

Those with upgrades entered via a highly-prominent Upgrade gate.

Offered lots of options, email wise, to members.
Shaped some high-impact rules for each and every email. Every email:
Comes from a named staff member, rather than from info@cirque or members@cirque.
Is only 3-4 paragraphs long, sans graphics or photos, and in a personal voice.
Uses an online version of the Cirque letterhead.
Is personalized for each city or geographic area
SPONSORSHIP PARTNERS - Packages
-www.truth.com - partnership campaign -- **
-www.pravda.ru.com - popular russian news feed
AUGUST
Press ReleasePress Conference date? AUGUST
Opening performance night: SEPTEMBER XXX 2009
Marketing Firm/PR -
Marketing Program A.
Media buys Focus- Primarily New Orleans - Feeder: Biloxi , Florida Key* getting visitors to New Orleans
aware of and interested in the show
B.
NEED Support from the LOCAL people
-local commute: cab drivers/transportation/CASINO BUSES
-Involve Equestrian Community

WEB

PRINT

TV

BUILDING WRAPS

BILLBOARDS

MARQUEES

CINEMA ADS

SEPTEMBER
FOLLOWING PERFORMANCE LAUNCH
1.
National/Local PR push driven by TR3GROUP MTKG and Harrah's Communication-
Up and Coming International Sensation - Cirque competition - generates interests
"The hardship story of coming to America" #1 in Europe, Russia, Canada"
US.. determination, hardships, lost and success
2.
IN market and web advertising begins. Media buying is handled by Harrah's Media personal and TR3
3.
CLUB APPEARANCES
4.
Library READINGS of the program book
5.
COMMUNITY INVOLVEMENT
COMMUNICATION CHANNELS
ADVERTISING
TELEVISION
INTERNET
NEWSPAPER
RADIO
TRADE MAGAZINES
NEWSLETTERS
GENERAL MAGAZINES
BILLBOARDS
BUS SIGNS
THEATER
ADS
SALES PROMOTIONS.
IN-STORE DEMONSTRATIONS,
DISPLAYS,
CONTESTS
PRICE INCENTIVES
CONSUMER PROMOTIONS: WHEN THE USER IS THE
TARGET MARKET - GAME/CARD PLAYERS
VIP TREATMENT
FREE TICKETS
POINT OF PURCHASE
DISPLAYS
SWEEPSTAKES
FREQUENT USER INCENTIVES
PREMIUMS
CONTESTS & GAMES
TRADE PROMOTIONS: WHEN THE RESELLER IS THE
TARGET MARKET
BUY BACK ALLOWANCE
BUYING ALLOWANCE
FREE MERCHANDISE
COUNT & RECOUNT
MERCHANDISE ALLOWANCE
PUSH MONEY
DEALER LISTINGS
COOPERATIVE ADVERTISING
SALES CONTESTS
DEALER LOADER
PUBLIC RELATIONS
CORPORATE IDENTITY: LOGOS/BUSINESS
CARDS/STATIONARY/SIGNS/BRANDING
ORGANIZED EVENTS: OPEN HOUSES/GRAND
OPENINGS/PUBLIC LIBRARY
EVENT SPONSORSHIP
NEWSLETTERS
NETWORKING: BROCHURES/COMPANY
MAGAZINES/SPEECHES/SEMINARS/TRAININGS
PUBLICITY
MORE POWERFUL THAN PUBLIC RELATIONS. GET
SOMEONE ELSE TO DO A STORY ON YOU.
PRESS RELEASES FEATURE ARTICLE CAPTIONED PHOTOS
PRESS CONFERENCE LETTERS TO THE EDITOR
EDITORIALS
COMMUNITY ACTIVITIES VIDEOS & AUDIO TO
BROADCAST STATIONS
DIRECT MARKETING.
CATALOGS
COUPON
MAILERS
LETTERS ARE COMMON FORMS OF DIRECT
MARKETING.
PUBLIC DATA LISTS
CUSTOMER LISTS
REFERRAL LISTS
MAILED LETTERS
CATALOGS
COUPONS
FLYERS
EMAIL LISTS OPT IN PROMOTIONS
PERSONAL CALLS
MAILED BROCHURES
MOVING NOTIFICATIONS
ANNOUNCEMENTS _________________
_________________
_ PERSONAL SELLING.
FACE-TO-FACE COMMUNICATION BETWEEN BUYER
AND SELLER.
SALES REPRESENTATIVES RETAIL SALESMEN
TELEMARKETING ORDER GETTERS ORDER TAKERS
Draft Co-Op Marketing Plan:
Media: Website www.lecirquepravda.com
Reach: Global Community - New Orleans &
Surrounds
The Le Cirque Pravda website is the ultimate
goal of all promotions, search optimization,
publicity, press releases, direct mail, events,
promotions, and Internet and print advertising.
The website
features activities and points of interest
(Partners), calendars of events, special offers,
request for
information, etc., and internal landing pages for
the partners. From the landing pages, each
Partner has a link to their respective websites
for further information and/or booking.
The 2009 updated website will go live no later
than August 2009, followed by a press
announcement.
Budget for upgrades to print ad, website,
banner and email newsletter creative: $15,000
Media: _______ Magazine
Reach: __________ national publication
Print Advertising:
o Aug: Full page 4C
o Sept: Full page 4C
o May: 2-Page Spread 4C
o June: Full page 4C
Online Advertising:
o Inclusion in 2 Instinct “E-Blasts” (from August
and Sept 2009.); reaching 40,000/blast
o Inclusion in 2 GTN “E-Blasts” (from May 2009
and June 2009)
o Web-Banner ad posting on ________.com
and _______com during the promotion
Value added:
1. Event Promotions
Instinct Magazine embarks on multi-city tour
each year, and will include various forms of
promotion
including a raffle for a winner to attend Pravda.
Cities TBA.
Budget:20,000
Media:_______ Magazine
Reach: _________, national publication
Print Advertising:
o Aug: Full page 4C
o Sept: Full page 4C
o June: 2-Page Spread 4C
Added Value:
o One (1) FREE UPGRADE to a 2-Page-Spread in
the June issue.
Online Advertising:
Online Advertising: 468 x 60 banner impression
to run on the home page and throughout
as follows: (Added Value $ 2,000)
Aug 25,000 Home Page + ROS
Sept 25,000 Home Page + ROS
Sune 25,000 Home Page + ROS
E-mail Sponsorship & Database Initiative
______________ email newsletter blasts 40word text announcement plus hotlink to the
LeCirquePravda.com website
e. (Added Value $1,500)
the Truth of not the Truth Weekend @ Harrah's
Resort ****
- Standing Cirque La Pravda Poster
- Distribution material such as product
postcards - approximately 500- 700
- Photo opportunities
Additional added value will be announced once
the agreement firms up.
Budget: $18,000
Additional Media Ads
Reach: Travel and Regional Consumers
The following international, national and
regional publications will be running full page
or fractional ads
depending on final budget allocation and plan.
Call to action will be the website:
o airlines
o local guides
o tour
o
o
o
o
o
o
o
Approximate budget $20,000
Media: Web/Email Marketing and Search
Optimization
Reach: Targeted Origin and Demographic
Markets
Search optimization helps bring Pravda up in
organic searches. In past
campaigns, our Pravda search on Google
brought us to the #1 position on the paid ads.
Over time our natural search will continue to
climb as well. A dedicated email newsletter
template has been built, and email
subscriptions are continuing to come in. Web
ads, links and promotions will also be run on
.com .com. .com .com
LeCirquePravda.com other leading sites with
goodsearchresults.
have presented very powerful e-marketing
plans with
bannerplacementon their numerous sites
,including etc. Blog advertising is a powerful
and increasingly important vehicle for driving
awareness and calls to action. Promotional
budget for targeted web ads and promotions,
email newsletters, search optimization, and
google ads:
Budget $50,000
Media: Travelocity.com
Reach:
Internet Marketing:
Prominent placement on Travelocity.com/
(“Travelocity ”) and email broadcasts
o Skyscraper ad on Travelocity GAL Store
o Proud Partner spot on Travelocity GAL Store
o Skyscraper ad on Travelocity GAL Store
o Inclusion in GAL email, 20,000 impressions
o Skyscraper ad on Travelocity GAL Store
o ROS ads targeting the following 5 origin
markets:
LAX, SFO, NYC, MIA and DFW, 1,000,000
impressions
o Proud Partner on Travelocity GAL Store
o Skyscraper ad on Travelocity G&L Store
Budget:$48,000
Media Relations and Press Visits
Reach: magazines, newspapers and websites
Central to the Le Cirque Pravda campaign is
press relations and outreach. Agency Partners
of TR3 and
media relationships, together with Partners’
contacts and
outreach channels, our goal is to attain story
coverage about both the full campaign and the
special
promotion in July. Press releases feature the
upcoming events and activities available to Las
Vegas
visitors, and stories will feature leading
Partners’ events and offers.
Organized press trips are being scheduled for
August and July 2009, and other individual
journalist
visits may be scheduled later in the promotion
with partners’ support.
Budget for press trip and media
relations January-July 2008: $15,000
Onsite Promotional Materials
Reach: LGBT visitors
Tee shirts, dog tags, posters, banners,
handouts, party decorations, volunteer
appreciation, etc. posters
Budget: $20,000
Value add/Promotions
Reach:
In addition to the media, marketing and
advertising initiatives listed above, the
following are integrated
into the overall Summer Cirque promotional
season:
DRAFT 2009 Co-Op Marketing Plan 8/20/08
Strictly Confidential: for Partners Only
Co-Op marketing plan and budget summary:
Creative and Internet upgrades, mgmt. $6,000
Magazine 10,000
Magazine 7,000
Regional ads 20,000
Web/Email/Search marketing 50,000
Truth.com**/Travelocity/russian.ru $25,000
Press visits and media mgmt PR Agency. 15,000
On-site promotional materials 20,000
Promo management/expenses 25,000
TV Advertising Slots $30,000
Radio Broadcast $13,000
Signage $10,000
Total co-op plan
Co-Op Partner Funding Options:
Per partner estimated # partners Total
Ace Partners $75,000 1 $75,000
King Partners 48,000 2 96,000
Queen Partners 24,000 2 48,000
Jack Partners 12,000 2 24,000
Total co-op plan $243,000
Partner Registration:
In order for the local theme committees to obtain a clear picture of the number of Le Cirque Pravda
promotional participants, and the mix of partners, please complete the form,
check the boxes, and return this registration form by fax to 832-204-3364
We need these registrations to finalize the marketing plan and budget, and to present a complete
proposal and agreement. In that document, each partner level will be outlined with corresponding
specific benefits.
Partner Company name ________________________________________________________________
Agency (if above company is your client) _________________________________________________
Contact person’s name ________________________________________________________________
Address ____________________________________________________________________________
City___________________________________________ State_______ Zip______________________
Tel _____________________ Fax__________________ Email ________________________________
Which “themes” best match your product or service? (check one or more as applicable)
Art, Architecture & Culture
Resort Entertainment, Gaming & Spa
Culinary, Wine & Cuisine
Fashion & Shopping
Regional Touring & Adventure
New Orleans Community & Nightlife
Intended level of partnership (please check one):
JACK $12,000/year: Small independent hotels, restaurants, spa, excursions, community
theatre, concerts and museums
QUEEN $24,000/year: Major attractions, tour operators, citywide events, real estate
and time share
KING $48,000/year: Major casino hotels, major entertainment, travel suppliers (airlines,
rental car, etc.)
ACE $75,000: Corporate “presenting sponsor” level
Newspapers – $1,300 per week for 2” x 2” ad
Television – $200,000 for one 30-second commercial (during prime-time)
Direct Mail - $1,500 for 1,000 4x6 postcards (includes postage)
Radio - $90 to $120 per week on a rotator (prices higher if time slots for ad are selective)
Magazines - $1,200 to $5,000 per month or per issue (depends on ad size and demographics)
Outdoor (billboard) - $3,000 to do artwork and install media on billboard; rates depend on impress level, ranges from $5,000 to $500,000 (the higher the qualify of
the artwork and the larger the demographic group, the higher the price); minimum contract is 16 weeks
Online - $0.60 pay-per-click or $1,200 - $1,800 a month for aggressive campaigns (does not include search engine optimization) or $200 to $1,200 per year per banner
ad on websites
EVENT TIMELINE CHECKLIST
(AUG-JUNE)SIX MONTHS TO A YEAR AHEAD
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Determine the purpose, format, and feasibility of the event
Create an estimated budget and get approval
Select the date, but before confirming it clear the date with important
participants and double-check for conflicts with other major functions
Recruit event team
Draw up preliminary guest list categories. Begin collecting addresses for
save-the-date mailing
Select the theme
Select and reserve a facility
Develop a rain plan if the event is to be held outdoors
Reserve a block of hotel rooms, if necessary
Choose a caterer
Select an event designer, who may aid with décor/, flowers, etc.
Select and order recognition items (award, honor, citation)
Order favors, souvenirs, printed folders, and other give-away items
Reserve rental equipment such as vans, buses, tables, chairs, tents,
podiums, etc.
Confirm a master of ceremonies and the program speakers
Plan audio-visual presentations
Make preliminary security arrangements
Contact the Office of Insurance and Risk Management to discuss insurance
coverage
Get all necessary administrative approvals
Plan promotion and publicity
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ceremonial scissors
Inspect the facility and request repairs to hazards, such as loose edges on
stairs and upturned edges on carpeting
Continue publicity on schedule
Recruit volunteers to staff registration or assist as escorts and greeters, etc.
(SEPTEMBER) TWO TO FOUR WEEKS AHEAD
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Record and acknowledge RSVPs as they are received
Mail out confirmations tickets, parking permits, if necessary
Ask Facilities Management to schedule a crew to mow and trim the
grounds of the venue the day before your event. If outdoors, request the
sprinklers be turned off
Prepare registration packets
Double-check publicity progress with Media Relations. Revise and update
plans if necessary.
Send detailed instructions to all program participants with tickets, parking
permits, and maps
Finalize details with caterer, rental company, and all vendors
Write speeches and introductions, and get them approved
Take delivery on favors, mementos, novelty items and double-check for
correct amount
Get table numbers made
Enlarge a diagram of the room to be used as seating chart
Create a production schedule outlining all deliveries, cues, and timing for
the event
(SEPTEMBER) ONE WEEK AHEAD
(JULY) THREE TO SIX MONTHS AHEAD
 Write copy, design and get approval of printed invitations and all other
printed materials
 Finalize and get approval of the guest list
 Prepare mailing labels
 Contact Mail and Document Services to coordinate the printed materials
mailing
 Send save-the-date announcements to guests (3-5 months prior to the
event)
 Select menus and submit them for approval
 Make contact with program participants and
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Supply suggestions for their remarks
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Gather their biographical information
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Request a black and white glossy photo of each participant for
publicity and programs
 Keep campus officials, deans, and administrative officers informed of your
plans, and ask for their support
 Meet with a Special Events Parking coordinator to discuss parking/shuttle
needs
 Decide on music, book entertainers and talent
 Prepare and get all necessary signatures on performance agreements
 Finalize the audiovisual presentations
 Plan the decorations and color scheme
 Order props, novelties, foods, or other special needs
 Choose and meet with the florist
 Update security on your plans. Advise Special Events and Protocol if
dignitaries will be invited.
 Begin publicity
 Hire a photographer and videographer
 Begin creating a logistical outline to document all arrangements as they are
decided on and confirmed.
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(JULY)TWO MONTHS AHEAD
 Prepare mailing labels for invitation mailing
 Send out invitations 4 – 6 weeks prior to event
 Finalize decor and facility arrangements
 Make hotel and transportation arrangements for out-of-town dignitaries
and guests
 Mail an itinerary to dignitaries
 Secure other university representatives to assist
 Double-check the extra help that will be needed including valets,
checkroom attendants, and greeters
 Make direction and welcome signs
 Write and print the program and menu cards
 Order any ceremonial items needed such as flags, the university seal,
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Ascertain the intentions of anyone who has not sent an RSVP
Print out the guest list in alphabetical order
Finish place cards, table cards, and/or name tags
Create the seating chart
Brief the greeters, escorts and volunteers on their duties
Gather all presentation items such as gifts, plaques, trophies. Collect
ceremonial items. Designate one person to be in charge of transporting
them to the event site
Plan an arrival briefing for VIPs if necessary
Prepare the briefing packet and send along with the guest list (with full
names, titles, business and professional affiliations, and other specific
interests), biographies, and the final schedule of events to the academic or
administrative leadership or official host
Call security and double-check all arrangements. Provide them with final
itineraries and VIP information.
Deliver prepared introductions, citations, and speeches to those who will
read them
Make catering guarantees
Prepare your event box with any supplies, such as tape, string, zip ties,
staplers, clip boards, baskets, etc. you may need
(DATE:
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)THE BIG DAY
Arrive early
Bring the logistical outline, production schedule, instructions, directions,
phone numbers, banquet orders, seating charts, name tags, table
assignments, guest lists, and the event supply box with you
Check all facilities and grounds
Set up event venue with place cards, signs, favors, awards, etc.
Conduct sound and equipment checks
Set up registration. Be sure it is ready no later than 30 minutes prior to the
start of your event.
Follow your production schedule
Relax and smile
AFTER THE EVENT
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Send thank you notes to staff, volunteers and vendors
Finalize billing and prepare final budget
Conduct event debriefing to determine success or ways to improve in the
future
Survey attendees, if appropriate.
STRATEGIC MARKETING PLAN AGENCY REVIEW WORKSHEET
GOALS
OUR GOAL FOR THE FOLLOWING __________MONTHS IS:
1. _______________________________________________________________________
OBJECTIVES
TO REACH THIS GOAL, WE MUST:
1. _______________________________________________________________________
2. _______________________________________________________________________
STRATEGIES
TO ACHIEVE OBJECTIVE #1 WE WILL IMPLEMENT THE FOLLOWING STRATEGIES
STRATEGY EXPECTATION
A1.
A2.
A3.
TO ACHIEVE OBJECTIVE #2 WE WILL IMPLEMENT THE FOLLOWING STRATEGIES
STRATEGY EXPECTATION
B1.
B2.
B3.
TACTICS
TO IMPLEMENT STRATEGY A1, WE MUST DO THE FOLLOWING:
STRATEGY A1:
ACTION PERSON
RESPONSIBLE
DEADLINE
DATE
EXPECTED
COST