Molly McNeeley

15 May 2017

Elif Toker-Turnalar

PRL 502

InventArte

A close friend of mine grew up in Argentina. At a young age, she had big dreams to be

on Broadway one day, and her parents wanted to help with that in any way they could. During

the school year, she was in acting, dancing, and singing classes, but when the schools were on

holiday, the musical theatre studios were closed too. My friend still wanted to work on her craft

during these times, but no studios in Argentina were open so she had to find other options. To

combat this, her family traveled to New York City during these times. There, they had musical

theatre camps that would run during school holidays so the students could continue their

practice. Unfortunately, going to New York City to go to a musical theatre camp is not an option

for all students in Argentina who wish to sing, dance, and act while schools are on holiday.

However, there are still no studios open during these breaks. That is why we invented

InventArte.

InventArte

In Spanish, the name of the brand means “to invent yourself.” Simply put, it is a

combination of two words: “Inventa” and “Arte”, which means “to invent/create art.” This is the

idea behind InventArte, we want the children to invent themselves through creating art.

Service

InventArte is a weeklong musical theatre camp located in Argentina. The camps will take

place during school holidays: summer, winter, and Easter breaks. The idea behind it is that over

the course of five days, the students will train in all areas of musical theatre- singing, dancing

and acting. The students will work through the week to create an original mini musical, with the
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week culminating in a full performance of this mini musical for their parents. The musical will

be based on a specific theme such as friendship, gratitude, generosity, solidarity, etc. This will

allow for the students to not only learn about musical theatre, but also get a lesson in certain

aspects of life.

The Mission of InventArte is to give children the opportunity of expressing themselves

through art, music and body expression, to play with their imagination and translate it to real life.

The camps will start at 9:30am and will finish at 4:30pm. The students who will

participate will be between the ages of nine to fourteen.

Objective

The objective of our brand is to make 40% of our targeted audience to be interested in the

musical theatre camps within a period of 6 months. The percentage was achieved because aiming

at a goal of 100% of our target audience to be interested is completely unrealistic. Moreover, it is

also unrealistic to think a majority of our audience will be interested in musical theatre in the

first place, let alone want to practice it. Therefore, a modest 40% interest will be efficient for our

campaign, especially for a new brand. The campaign will start in September 2017 (the beginning

of the school year) with the first camp to be Easter Break of 2018.

Target Audience.

We have one main target audience with two smaller target audiences.

Our first target audience is, of course, the students. Students aged 9-14 are the first and

foremost group we will be campaigning to. It is imperative that we gain their interest and

attention. At the end of the day, this camp is for them so we need them to be interested.

The second target audience is the parents of these students. After all, this is the group

who will be paying for the camp, as well as rearranging their schedule to ensure that the students
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can make it to this camp. We want to make sure they are aware of this service and ensure that

they know this will be a beneficial investment for their children.

Next, we will target the musical theatre institutions. These institutions will have the

students who already show interest in musical theatre, so this is where we will most likely find

the majority of our audience. Because of this, we want to ensure that they are fully aware of this

camp and its benefits.

Competitors

We do not have any current direct competitors. Since providing these types of camps is a

new concept to the location of Argentina, there are no current establishments who offer this

service. The current establishments which are similar include year-round comedy ensembles

called Little Stars, Musikshow, Caleidoscopio, Escuela de Hugo Midón, and more. However,

these institutions do not work during the school holidays. InventArte will pick up the slack of

these institutions and be working during these breaks. This gives the students who do not travel

for holiday the opportunity to continue their practice while the comedy ensemble establishments

are closed.

The only other competition for InventArte would be the “summer colonies” which are

recreational camps where students can practice sports. There are two problems with this that

InventArte has the advantage. First, the students who attend these colonies must be members of

these sports clubs. InventArte allows anyone to attend the camp, no membership required.

Second, these students must be interested in sports, which is not the case for all children. Many

are interested in the arts and InventArte gives these children a place to express that artistic

interest.
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Location

The location of the campaign is Buenos Aires, Argentina, which is the capital of

Argentina. Of course our location must be in Argentina, but in the capital we will find our target

audience in large numbers. Only 33% of Argentinians travel during school breaks, so 67% are

often looking for activities to do during these times (Lombardi). This is where InventArte will

find a home.

Concept

We will utilize different communication strategies to inform our various audiences.

Because we have a wide range of audiences, we will need to target them in different ways with

our information. The first step is simply getting people informed. Because this is a new concept

to the location, we want our audience to understand what our service is offering and the benefits

it provides.

Strategies

The first strategy will target our main audience: the students. We will start by making

partnerships with the musical theatre institutions already in effect and we will ask to use some of

their current students to help us with our marketing campaign. We will use these students to

perform a short musical that explains what InventArte is and what our camps provide. We will

then go around to the schools and perform this short musical for all the students. This way, we

can inform our target audience through a fun, interactive musical performance that will both

inform and entertain them.

This will inherently market to another of our target audience: the students of the musical

theatre institutions. With them already participating in the campaign, they will be more interested

in participating in the camps.

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Finally, we must campaign to the parents. To do this, we will start by organizing formal

presentations for them. Towards the beginning of the year, schools have a day where the parents

go into the school to see all of the possible extra-curricular activities their child could participate

in that year. Here we will provide formal presentations for the parents to inform them of the

service InventArte provides and the benefits their child would receive from participating in it.

Through this method, we interact directly with the parents and vice versa. This way, they can ask

us any and all questions they have and we will be as informative and convincing as possible.

Next, we will post flyers (see appendix) in the school newsletter to remind them of our service

and reinforce what the parents and students learned in their respective presentations.

Issues

Preparation for issues to arise is always imperative with any marketing campaign. The

main issue that could arise for InventArte is that no one, or very few students sign up. If this

should happen, we have two potential solutions.

The first is that we could offer the camp as an extra-curricular. It is possible that a camp

during school breaks just does not fit into the family’s schedule. To overcome this problem, we

could offer the camp as an after-school program rather than during school breaks as intended.

This would allow students to still create an original musical with a meaning, and sing, dance and

act. However, they would just stay after school and their parents could pick them up a few hours

later. This would give an opportunity to those students who do not enjoy playing sports, but still

want something fun to do with their friends after school.

The other potential problem that could arise for these families that would result in this

issue is financial. The camp could be too expensive for them. If this is the case, we would offer

the camp at a discount for the first few sessions. Then, maybe the students could attend and after
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a few sessions it would become more popular, allowing us to raise the price back to its original

intention.

In order to prevent these issues before they can become reality, we will do market

research prior to our establishment to ensure that this will be of interest to the students. This will

be done by survey. We will distribute a survey to two different groups: the students in musical

theatre institutions and all other students in the schools. This survey will ask simple questions

such as: “are you interested in singing, dancing, and acting?” “are you looking for something to

do during your breaks from school?” and so on. We can also survey the parents via the school

newsletter asking questions such as “are you looking for your student to participate in an activity

that is not sports-related?” “are you looking for a school holiday activity for your student which

you do not need to be a member of to participate it in?” and so on. Provided that these survey

responses are positive, we will go ahead with our campaigning.

Conclusion

Luckily for my friend, she was able to travel abroad during her school holidays to attend

a musical theatre camp. Unfortunately, this is not a possibility for all Argentinian students.

InventArte will allow students to practice their singing, dancing, and acting as well as learn

lessons about life during school holidays. Through musical performances, formal presentations,

and colourful flyers, we will market to our various target audiences to inform them of this

beneficial program. Through InventArte, students of Argentina will be able to invent themselves

through creating art.

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Appendix
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Works Cited

Hisrich, Robert, Peters, Michael & Shepherd, Dean (2013) Entrepreneurship, 9th edition,

McGraw-Hill Higher Education, International Edition.

Lombardi: “En la Argentina, 33% de la población se toma vacaciones, menos que en Uruguay,

Francia o EE.UU.” - Chequeado. 2017. Lombardi: “En la Argentina, 33% de la población

se toma vacaciones, menos que en Uruguay, Francia o EE.UU.” - Chequeado. [ONLINE]

Available at: http://chequeado.com/ultimas-noticias/isolo-un-tercio-de-los-argentinos-se-

toma-vacaciones-menos-que-en-estados-unidos-francia-y-uruguay/

TADA! Youth Theatre. 2017. TADA! Youth Theatre-Original musicals for family audiences,

musical theatre classes, camps and more!. [ONLINE] Available at:

http://www.tadatheatre.com/

Trevor Morris, 2015. PR Today: The Authoritative Guide to Public Relations. 2nd ed. 2015

Edition. Palgrave.