Case Study: Dia Beacon

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Dia Beacon is focused around a few particular target markets; however, it is mainly centered around the hipster millennial. Hipster millenials can be classified demographically under the age range of 25-35 and are gender, race, and religiously neutral. These individuals coexist in the central area of New York City as well as its trending suburbs. The targeted market holds occupations such as university students and/or as small business entrepreneurs. Their occupational goals involve bettering the community in which they inhabit and providing a progressive outlook to the modern day workplace. Hipster millenials mainly exist within middle class societies and are growing in numbers.
Characteristically, the hipster millenials psychographics revolve
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Print layout and copies will revolve around the four seasonal activities. They will be sourced from organic materials and feature the outdoor landscaping of the events that take place on the beautiful property that is Dia Beacon. Radio scripts will be executed by a millennial spokesperson on trending and alternative stations. This individual will be hired by Dia to partake in all radio-activity throughout the seasons. The script will involve very raw material, which provide upfront messaging with trendy and chill termanology. Our target market, the hipster millenials, do not watch a prevalent amount of televisions. Therefore, television storyboards are not applicable to our media execution. Theme lines, art, package designs, illustrations, brochures and catalog layouts will resemble a boho modern vibe, which will feature a colorful backdrop with upfront information. The hipster millennial do not respond to excess wording; therefore, concise and clear information is better received along with a bold layout to draw attention. Promotionally, Dia should pair up with programing councils along the Hudson river such as those at local universities, along with transportation methods such as Metro-North. Offering package deals with discount ticket prices will be both intriguing and affordable for the target market. In order to promote Dia’s creative strategy on the internet, social media sites such as Instagram and Tumblr will be taken advantage of. These media executions will not only provide information to those unaware of Dia Beacon, but also inspire others to attend our up-and-coming

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