TCC Grito Cultural
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Transcript of TCC Grito Cultural
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O MERCADO - Equipamentos de cultura em áreas densamente povoadas - Ascensão da classe C = preocupação com a cultura - Sintonia das gestão municipal e federal - Governo Municipal e Estadual vitrine de ambas gestões - Movimento de apoio à cultura - Incentivo fiscal
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CO
NC
OR
RÊN
CIA
- Direta: Piá e Aldeias - Indireta: Fábrica de Cultura - Secretaria de Cultura do Estado e BID - Direcionado para crianças e jovens que residam em áreas carentes da capital paulista
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A P
ESQ
UIS
A
Problema O público em potencial do Programa Vocacional percebe valor nas atividades oferecidas?
Quem? 100 entrevistados com a faixa etária a partir dos 14 anos Onde? Entorno dos equipamentos e nas comunidades em que estão distribuídos
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O R
ESU
LTA
DO
- 75% percebe valor em atividades culturais - 86% não conhece ou nunca ouviu falar do Programa Vocacional - 35% não pratica nenhum tipo de atividade cultural - 46% tem interesse por oficinas de música
50% 25%
17%
5% 3%
5
4
3
2
1
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SEGMENTAÇÃO
Público alvo
- Jovens adultos (19 a 30 anos) - Moradores das comunidades no entorno dos equipamentos públicos de cultura - Classe B e C - Interessados em cultura
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ANÁLISE
Forças - Distribuição - Boa infra estrutura - Profissionais capacitados
SWOT
Oportunidades - Maior valorização da cultura - Ascensão da classe C - Poucos espaços de lazer e cultura para as comunidades
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ANÁLISE
Fraquezas - Mau direcionamento da segmentação do público alvo - Linguagem inadequada ao público alvo - Falta de conhecimento
SWOT
Ameaças - Mudança das gestões de governo pode afetar o incentivo a cultura - Concorrência
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DE MARKETING
Apesar de uma boa distribuição o programa não atinge sua capacidade total, pois apresenta problemas em sua
divulgação e segmentação de seu público alvo.
PROBLEMA
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DE COMUNICAÇÃO
Esforços concentrados nos meios de pouco alcance junto ao público e linguagem rebuscada e não atrativa, assim como
pouca informação objetiva sobre o programa.
PROBLEMA
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Objetivo: Aumentar a participação do programa em 20% do total em cada região, no período de janeiro de 2014 a dezembro de 2014. Estratégia: Foco na comunidade no entorno dos equipamentos.
DE MARKETING ESTRATÉGIAS
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Objetivo: Posicionar a marca do programa como um serviço que oferece uma experiência cultural na cidade de São Paulo. Estratégia: Utilizar uma comunicação que relacione a troca de experiências culturais urbanas com as brincadeiras de rua.
DE COMUNICAÇÃO ESTRATÉGIAS
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TRÍADE Diferencial: Oferece orientações artísticas por meio de experiências culturais. Afirmação básica: Você troca, vive e cria experiências culturais. Conceito criativo: Brincadeiras de rua.
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PEÇAS
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REVISTA
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MÍDIA
Superinteressante Galileu Educação Página Simples
2x JAN / FEV
$ 180.820,00
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JORNAL
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MÍDIA
Metro Metro Plus+ Primeiramão Plus+ Destak ¼ de página
4x / 2x JAN / FEV
$ 881.062,00
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SPOT
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MÍDIA
Jovem Pan Metropolitana 15 segundos
36x / 108x JAN / FEV / MAR
$ 176.400,00
Spot / Formato: 15” Título: Música TRILHA ABERTURA: Tira. Põe. Deixa ficar...Guerreiros com guerreiros fazem zigue-zigue-zá. FUNDO MUSICAL: Desce LOC: Música é composição, é voz e harmonia. A música toca, embala, contagia. A música é um grito. No programa Grito Cultural, você faz o som em nossa oficina gratuita de Música. FUNDO MUSICAL: Sobe e desce LOC: Participe e mude o modo como você encara a cultura. Inscreva-se no site: www.gritocultural.gov.br FUNDO MUSICAL: Sobe, desce, corta e encerra.
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BANNER
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MÍDIA
Globo.com G1 Pop&Arte DHTML 250x300
24x JAN / FEV / MAR
$ 48.000,00
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MÍDIA
Fanpage Post Patrocinado Opções Curtir Anúncio
CPC ANO TODO
$ 12.000,00
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YOUTUBE
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SITE
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MÍDIA EM ÔNIBUS
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MÍDIA
Ônibus Sanca
40x ABR / MAI
$ 8.040,00
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MÍDIA EM METRÔ
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MÍDIA
Metrô Painel Sequencial Painel de Trem Adesivo de Pilares
40x / 3x ABR / MAI
$ 20.030,00
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MÍDIA OOHD
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MÍDIA
Metrô TV Minuto
47x ABR / MAI
$ 6.439,00
Ônibus BusTV
50x ABR / MAI
$ 46.000,00
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MÍDIA OOH
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MÍDIA
Relógio de Rua
50x AGO / SET
$ 93.750,00
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MÍDIA
Parada de Ônibus
50x AGO / SET
$ 93.750,00
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GRAFITTI
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FLYER
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FOLDER
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DISPLAY TAKE ONE
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MATERIAL DE APOIO
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INV
ESTI
MEN
TO
Investimento em ações de marketing:
$ 62.102,20 Investimento em ações de comunicação:
$ 1.585.534,00 Remuneração da Agência:
$ 247.145,43
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OBRIGADO!