JUMP
OBJECTIVE
Allied Live has been hired as a full-service marketing, advertising and promotions firm for the U.S. premiere of JUMP, a Korean martial arts comedy show that has toured around the world since 2002. In its role on JUMP, Allied Live has served as the central point-of-contact for all marketing and advertising efforts, including strategy development, media buying, creative strategy, website management, sales training and grassroots & promotional outreach.
ELEMENTS
Advertising and Media
Based on the goals of the production, Allied Live developed comprehensive media strategies for JUMP’s pre- and post-opening advertising, all within the budgets established by the producers. Allied Live created a targeted plan leveraging Print, Online, Outdoor and Electronic channels to address every major audience demographic of the show. All media recommendations are made in context of industry, seasonal and sales trends.
Allied Live placed a significant focus on securing added value promotions as part of all major media buys.
For example:
Allied Live served as the single point-of-contact for all creative strategy and development for JUMP. Allied Live managed the facilitation of all artwork approvals, budgets, and delivery.
Website Management
Allied Live was responsible for maintaining JUMP’s website, ensuring that all materials remained up-to-date and dynamic. Allied Live also managed the requests and approvals for all changes and updates to the website.
Sales Training
Allied Live conducted in-person training sessions for all group and individual sales representatives at TDI/Broadway.com. The training familiarized the reps with the show’s history, content and selling points. Allied Live also coordinated training materials for the Ticketmaster phone operators, located in upstate New York.
Grassroots and Promotional Outreach
Allied Live identified a range of affinity groups to target through grassroots and promotional outreach. These initiatives required little or no cash investment from the show.
For example:
Allied Live has been hired as a full-service marketing, advertising and promotions firm for the U.S. premiere of JUMP, a Korean martial arts comedy show that has toured around the world since 2002. In its role on JUMP, Allied Live has served as the central point-of-contact for all marketing and advertising efforts, including strategy development, media buying, creative strategy, website management, sales training and grassroots & promotional outreach.
ELEMENTS
Advertising and Media
Based on the goals of the production, Allied Live developed comprehensive media strategies for JUMP’s pre- and post-opening advertising, all within the budgets established by the producers. Allied Live created a targeted plan leveraging Print, Online, Outdoor and Electronic channels to address every major audience demographic of the show. All media recommendations are made in context of industry, seasonal and sales trends.
Allied Live placed a significant focus on securing added value promotions as part of all major media buys.
For example:
- Z100 Radio
- Media Investment: 2-week on-air advertising buy
- Added value package consisted of a minimum 21 on-air promotional spots to highlight the show, a 2-week web contest and one Party Patrol appearance at the Union Square Theatre.
- Time Warner Cable
- Media Investment: Ongoing television advertising throughout Q1 & Q2 2008
- Added value package consisted of a custom (:30) promo spot driving viewers to enter an online contest (tickets provided by show). The promo spot ran 50 times over each two-week added value flight on a variety of targeted networks.
- Time Out New York
- Media Investment: Two in-book ads
- Added value package consisted of an in-book and online “Get This” promotion, in which readers were driven to JUMP’s website to answer a trivia question for a chance to win tickets and exclusive show merchandise.
Allied Live served as the single point-of-contact for all creative strategy and development for JUMP. Allied Live managed the facilitation of all artwork approvals, budgets, and delivery.
Website Management
Allied Live was responsible for maintaining JUMP’s website, ensuring that all materials remained up-to-date and dynamic. Allied Live also managed the requests and approvals for all changes and updates to the website.
Sales Training
Allied Live conducted in-person training sessions for all group and individual sales representatives at TDI/Broadway.com. The training familiarized the reps with the show’s history, content and selling points. Allied Live also coordinated training materials for the Ticketmaster phone operators, located in upstate New York.
Grassroots and Promotional Outreach
Allied Live identified a range of affinity groups to target through grassroots and promotional outreach. These initiatives required little or no cash investment from the show.
For example:
- Fitness and Athletics: Crunch Gyms
- Crunch Gyms created a weekly aerobic class based on JUMP, taught by cast members.
- JUMP was included in an email blast announcing new classes (included JUMP logo, copy and link to website).
- JUMP logo and discount were placed on the Events & Special Promotions page on the Crunch website.
- Crunch put marketing and PR muscle behind a press event/launch of the class.
- Crunch conducted in-class raffles for a chance to win tickets and distributed JUMP’s promotional flyers to all class participants.
- Crunch posted promotional signage for JUMP in highly visible/high traffic areas of the gyms.
- Crunch provided street teams to promote the JUMP class outside of the Union Square Theatre.
- Each participating JUMP actor received a complimentary 3-month membership to use at any Crunch location nationwide.
- Family/Parent Outreach
- Google and Yahoo! Online Groups
- Coded ticket discount posted to over 300 online parenting groups in the tri-state area
- Google and Yahoo! Online Groups
- Trade Advertising
- Secured advertising on 100% trade in publications such as NJ Suburban Parents Magazine and Long Island Woman Magazine
- Secured advertising and promotions on 100% trade on radio stations such as LOVE 96.1 (Long Island) and Greater Media Radio (New Jersey)
- Promotional Partnerships
- Secured promotions with partners such as:
- NY Children’s International Film Festival
- Peanut Butter & Company
- Go City Kids
- Woodbury Common Premium Outlet
- Martial Arts Outreach: Kung Fu Magazine
- Secured on online contest beginning in mid-January 2008
- Promotional email blast with ticket discount and click-through to contest page sent to 50,000+ subscribers to Kung Fu Magazine
- Prominent Badge Ad on www.ezine.kungfumagazine.com with a click through to the contest page
- JUMP provided tickets, a backstage meet & greet with the cast, and a t-shirt. Also placed Kung Fu Magazine’s logo and link on partners page of JUMP’s website.
- Cast Appearances & Events: J&R Music World – Broadway Mania Month
- JUMP participated in J&R’s Broadway Mania, with an in-store performance held on October 5, 2007.
- In exchange for the performance, a limited number of tickets & merchandise items and website exposure, JUMP received over $30,000 worth of exposure from J&R:
- Street team flyering (in-store, downtown area, Grey Line Tour buses)
- Tagged advertising in The New York Times, am New York, Village Voice and WOR Radio
- Weekly email blast to J&R mailing list promoting events (750K names)
- Dedicated space on www.JR.com
- Press and media coverage of events handled by Dan Klores Communications
- In-store exposure and event facilitation