Campaign 1

BU Theatre Department
Aaron Morden
Com 320
Creative Brief

Date: 9/18/14
Client: BU Theatre Department
Creative Team: Aaron Morden
Project Deadline: 9/19/14

1. What is our communication objective?

For the Theatre Departments campaign for Proof, there should be four communication
objectives:
Increase brand awareness in the BU community
Increase ticket sales
Inform students and faculty of the upcoming play Proof
Persuade them to purchase a ticket
2. Who is our target audience?
The target audience for this campaign is Bradley University students. The target audience is
mostly likely between the ages of 18-24. The majority of the target audience is female,
considering that 52% of Bradley students are female while 48% are male and that females are
more likely statistically to attend a theatre production. Males should not and cannot be excluded.
74.42% of the student population is White or Caucasian, 6.53% are Black or African American,
3.9% Asian, .54% American Indian or Alaska Native, .1% Native Hawaiian or other Pacific
Islander and 7.81% are of unknown race. As can be seen, the majority of students are Caucasian,
but minorities make up almost 25% of the target audience. The average tuition of a Bradley
student is $29,320 per year, which indicates that most students come from a fairly well off
household, not including scholarships. 30% are involved in Greek life, and almost every student
is involved of some form of activity. A day in the life of an average Bradley student most likely
goes something like this: Wake up 8am, classes at 9am to 11am, then lunch, and the last class at
noon. After this, the student most likely spends some free time and then does homework until
around 5pm. Then dinner, a club meeting at 7pm, and finally they hang out with their friends
until the end of the day and return to their room around 10:30 to 12. This student is probably
White, female, comes from a fairly well off family in the Chicago suburbs, and has probably had
some kind of exposure to theatre in high school. They most likely want to discover who they are,
what they want to do with their lives, and what kind of person they will be. Theyre probably
spiritual, not religious, and are most likely liberal minded. They have an appreciation for things
like theatre, but never really took an interest or got involved. Since coming to college, they have
probably become more reserved to spend money, and would consider $8 for a theatre ticket as an
unnecessary expense.
3. What are the key insights about this target audience in relationship to our communication
objective?
One key insight is that most students at Bradley know of the Theatre Department vaguely, but
few have actually attended a show. An even smaller percentage of students are actively involved
with the Theatre Department. Among students who attend shows, most are either actively
involved or are friends with someone involved with the production. The Theatre Department is
viewed as cliquish and exclusionary even if its not true. Its very difficult to get involved with
the department unless you already perform. To the average Bradley student, the Theatre
Department is another world, completely separate from their own. Young people view the theatre
in general as elitist. As was mentioned earlier, most students dont want to spend $8 of real

money, not Quickcash, on something that they believe isnt a part of their lives. Of the people
who go to the theatre, one researcher said there are essentially three reasons people go. 1). For
cultural awareness and intellectualism which allows that particular viewer a sense of
pretentiousness for being cultured. 2). To genuinely learn and appreciate the craft before them.
3). To be entertained and lose themselves into the plot. These three groups may hold some
weight, but they are not the only reasons why people go. Many students want to find themselves,
as well as learn all they can about the world. They want to know things, have enlightening
experiences and philosophical debates, but they completely ignore the fact that all of this can be
found in the theatre.
4. What is our big idea?
Discovering the world hidden in plain sight.
5. Why do we think this will work?
This idea will work because it is tying into the very nature of coming to college: discovery. A
student wants nothing more out of college than to discover who they are, where theyre going,
and what they believe. Discover a world hidden in plain sight is meant to create the idea that
there is something greater going on which they can discover. Even if they dont come to discover
or be entertained, they learning something new, seeing new ideas, being a part of something
greater than themselves. Based on Erksines research, this approach to the campaign will be
effective because it appeals to all types of people who come to the theatre for a multitude of
reasons. For intellectuals, they are discovering something that no one else has. For those who
come to learn, they are privy to what was once secret knowledge. By informing and inviting a
younger audience, the campaign will make the idea of theatre more accessible to everyone, and it
will leave with them an emotional connection that will encourage them to come again and stay.