The Brief: Marketing & Promotion Caption T he Reclaim The Stage campaign highlights the issues facing performing artists profoundly impacted by the Covid-19 pandemic

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The Brief: Marketing & Promotion Caption T he Reclaim The Stage campaign highlights the issues facing performing artists profoundly impacted by the Covid-19 pandemic. The campaign also presents an opportunity where performers can express the hopes and fears for the future. There are 3 stages within which performers can come together, access practical support and funds to complete projects. The beneficiaries are musicians, actors, spoken word performers, dancers and writers. *See separate campaign flyer The marketing campaign will need to reach and engage 3 specific groups: 1. Performers 2. Consumers 3. Industry Funders and Sponsors Current partner organisations - 1 The Musicians Union The Birmingham Symphony Hall Pizza Express Birmingham College of Music #reclaimthestagecamaign 3 Stage Campaign Stage 1: Raise Awareness-#rejuvenate • Social media campaign using short video from artists reflecting on the Pandemic experience • Create a website and registration landing page • Launching a crowdfund campaign • Setting up a round table webinar event to increase the awareness to issues discussed. • Creating an official launch event with live performance ticketed event and streaming date to be confirmed Stage 2: Empower -#reinvent • Promote workshops and enrol coaches and mentors • Pilot workshop series to support creative performers and artists reimagine projects • Promote Industry organisations and individuals to sponsor equipment, venues and resources to enable project completion. Stage 3: Go Create-#reclaimthestage • Promotion of projects and participating organisations • Allocation of campaign funds to projects • Showcasing the projects via performance or media promotion. T he ASK: We are looking for a fresh edgy marketing approach to a campaign that tackles an unprecedented situation, performers have been prevented from doing what feeds their souls and pays the rent. The uncertainty associated with when they could return to the stage has had a dramatic effect of their wellbeing and creative production. Now is the time for performers to re-evaluate and reconnect with their audiences. The campaign will seek to engage them, listen to them and enable them to return with projects that showcase their talent. The marketing needs to connect with the consumer to show them what it takes to have what we have taken for granted, which until the pandemic was a constant stream of entertainment, music and theatrical performance. The consumer needs to become part of the #reclaimthestage journey and solution by supporting the fundraising and purchase tickets to live events. Consumers also need to recognise that artists can’t just flick the switch and step back onto the stage and deliver an exceptional performance, like any other industry employees need to supported and valued to get the best results. The campaign also needs to connect with industries within the sector to rally them to pool their resources and support emerging talent, enabling them to complete new projects. The biggest challenge is that this should not be a flash in the pan campaign, it’s got to cultivate and create change in a sector industry that is crying out for better inclusivity and diversity. We want funders and sponsors to share the vision as part of their Corporate Social Responsibility and enable the campaign to travel across major UK cities showcasing regional 2 #reclaimthestagecamaign talent and build a platform that enables performers to thrive, take risks, push boundaries and inspire a new generation of performers. We are looking for a marketing professional to create a strategy that connects with consumers and rallies the crowdfund and prompts the industry to support its own talent stream. There are many stories reflecting the issues faced by individuals dependant on a thriving entertainment sector, the campaign needs to make the connection on an emotional level. What is the story of hope and how can performers adapt to a post Covid world of entertainment. The marketing strategy will need to be costed so that the costs can be included in the campaign fund raising figures, this will need to include the cost of a social media consultant and associated promotional costs over various platforms. #Reclaimthestage Proposed dates: Stage 1: April-July 2021 Stage 2: April-September 2021 Stage 3: September 2021-September 2022 3 Designing Engaging Posters Logo Title of the Research Study PEOPLE WHO DID THE STUDY Logo UNIVERSITIES AND OR HOSPITALS THEY ARE APPRIATED WITH Introduction Methods Results Conclusions • Topic • Introduction • Research question/ Business problem • Methods • Results . Conclusion Figure #1 Figure 12 Bibliography CHARTER ? Value Co-creation and Co-destruction: The Influence of Basic ya Newcastle Human Values and Personality Traits on Consumer Choices University Introduction Human Basic Values: Will You Destroy Value? Business School The co-destruction of value like co-creation depends on When confronted with conflicting options, Individuals have to make a choice. This choice is often influenced by interactions between actors in service systems. When the individual's expectations and perceived attractiveness of either alternative. Next are scenarios, read each different actors in a service system interact, co-creation scenario, put yourself in the role of the specified stimulus person in the scenario and respond. Choose one of occurs when the actors have congruent expectations of how the two alternatives. Once you've selected one of the two alternatives, check on the circumplex model below resources should be integrated whilst co-destruction occurs to see if you have created or destroyed value where there is an inappropriate or unexpected use of the available resources (Ple and Caceres, 2010). Work Scenario Purchase Scenario Virtual Community Scenario Community Scenario Vacation Scenario Values and traits have been identified as important one more of a portant to the purchasing device which you intend While part in online product Generation of your family have purchased determinants of consumer behaviour (Myszkowski and your ordering water development for you have been the pole wly made bread from . bodom you up with Storme, 2012, Parks-Leduc et al., 2015) and both tellus dolores the weather we feceran ketenThese modules are created to every coreboten weted and you are not sure terms different things about personality functioning (Caprara et the inters, you dit wat de produits at the you prefer in the hand votumly memben alio ha donat *, 2006).Values are desirable intermediate goals, varying and employee the rate the endlowe ed the probemoed with fing us to in importance which serve as guiding principles in people's mes to the device for Indeson of other members were to techum your desired. What do Crawledge of how to deve the module by holdbad lives Schwartz, 2007). Traits are descriptions of people in preme hobo. You the formative Why noticeable differences. What de po terms of relatively stable patterns of behaviour, thoughts, e combine this will reduce you where with everyone and emotions (McCrae and Costa, 1990). Objectives A B B A B A B Α. B This work focuses on the influence of both human basic values and personality traits on consumer co-creation and are the we Hold on and wait for Adjust the device and Caree working Thach ar direct them with an Wat he is out on me your mantes info come purchasing other side before co destruction behaviour Specifically, looks at how these modules fresh bread and from the more human basic values and personality traits individually and neighboubout jointly affect the choices made by consumers during interactions with firms Theoretical Contributions Personality Traits: Will You Destroy Value ? Understanding how both values and traits influence Read through the five traits below to identify which best describes you. Once consumer choices will 1. Deepen the firms understanding of consumers by done, check the scale below to identify how likely you are to destroy value extending the narrative beyond the current awareness Extraversion: People who score high on extraversion tend to be sociable, within the literature of consumer motives and benefits to talkative, assertive, and active while those who score low tend to be co-create to understanding the driving factors behind cautious, reserved or retiring. their choices and decisions which lead to either Agreeableness: People who score high on Agreeableness tend to be good B B co-creation or co-destruction of value. natured, compliant, cooperative, good-natured and gentle while those who 2. Shed more light on consumer resource integration B score low tend to be ruthless, inflexible, irritable and suspicious. Co-destruction Co-creation beyond the knowledge of which resources are available Conscientiousness: Conscientious people tend to be through, careful, ? to consumers to an understanding of why consumers responsible, scrupulous and organised. People low on conscientiousness are choose to integrate their resources in certain ways while A often disorganised, irresponsible and unscrupulous. interacting with firms. Neuroticism: Individuals high on this dimension tend to be depressed, 3. Help firms understand the likely outcomes of angry, Insecure and anxious while the opposite can be said for people low on interactions with consumers and guide the development neuroticism are calm, and emotionally stable. of touch-points to maximise co-creation and minimise Openness: Individuals who score high on openness tend to be imaginative, co-destruction open-minded and intellectual. Individuals low on openness are down to Methodology earth, conventional and insensitive To test the variables identified from the literature, data was collected using surveys. The impact of traits and Co-Destruction Co-Creation values on co-creation/ co-destruction choice was Neuroticism Openness Agreeableness assessed using hierarchical logistic regression Extraversion Conscientiousness PhD Student labode Ogunbodede Supervisors: Prol Savas Papagiannidis & Dr Eleftherios Alamanos w B