Web Analytics allows websites to measure digital marketing programs. It is a tool that can be used to effectively gain information on consumer
The goal for this assignment was very broad and open to interpretation. What it whittled down to was take any company, space, product, or service and improve it.
For this project, my team decided to focus on a renovation of a theater space right below the East Village. We became primarily interested in addressing any opportunities this space gave us to connect and become closer with the community. Originally, we decided to explore how we might use the space for different events. What types of communities would use the space, how we might gain funds, and promote the theater? Our main goal was to allow people to really be able to display whatever their cultural background may be through their love of theater and performance arts. Another question we wanted to answer was, are we using this theater privately and run plays we curate ourselves or would we open the theater to the public where we allow other companies to rent the place for their own productions? Along the way, we decided to shift focus from our plans of renovation and instead decided to focus on developing a plan for rebranding.
Our main target for this project became to appeal to millennials. So we decided to focus on rebranding the theater’s online presence by promoting more aesthetic content and a #cooltural environment. We really wanted to bring out an underground and hidden vibe to the theater while also including the concept of connecting cultural backgrounds. We believe that by bringing in a younger generation to a space that has a rich history with the Latin American community, this could help educate those who are interested in the culture. We also wanted to be able to invite anyone so that people of different ethnic backgrounds could feel comfortable in the space. So you might see someone such as an immigrant from Latin America looking to experience theater in their own language. However, someone who is native from Brooklyn who has little experience with the culture would also have no problem mixing in.
In order to obtain our goal, we redesigned the logo, website, and developed a membership service for those who wanted to be more involved with the community. The membership service allowed anyone part of the collective to meet new creatives with varying skill sets and collaborate with each other. Another opportunity we wanted to provide for the community was to give artists as much exposure as possible. We decided to create a way so that artists and photographers could submit their work to the theater to feature on our homepage which we would switch monthly.
In order to conduct our research, each teammate went to the theater in person to evaluate the space and see what we can make of it. We conducted interviews with people in the building who ran the space and other current theater goers. We were also looking at already established theaters and event and how they might work and what works for them, such as Bomba Party and Baby’s All Right.