CHUNKY MOVE | management | marketing | production

Marketing issues

Marketing narrative

Marketing plan

Chunky Move was originally based in Sydney and existed as a collaborative team of artists. With its appointment as the Victorian contemporary dance company, the company needed to establish its public image as an ongoing creative entity. Chunky Move creates performance works that challenge existing choreographic forms. The company presents in diverse venues and incorporates a range of media. The company's marketing strategy aims to expand and consolidate its audience base, to establish a strong public identity, to educate, and to promote dialogue within the dance community.

Marketing narrative

Chunky Move formerly existed as a collaborative team of artists. With selection as the Victorian contemporary dance company the organisation needed to consolidate its image and promote the company as an ongoing performance group. The documentary was designed to promote the leadership of Gideon Oberzanek, his style and processes of making performance. The contemporary aesthetic implicitly attracts young audiences. Like all companies the desire to expand audiences was paramount. The CD ROM was developed to educate dancers and teachers in the process of making work. By accessing this market the company could consolidate its audience base and develop dialogue between active participants in the dance industry.

Marketing plan

CHUNKY MOVE
BRAND	funky; contemporary; physical; alternative dance; young
POSITION	Principal contemporary dance company in Victoria performing across Australia and overseas
COMPETITORS	other contemporary dance companies; cinema; clubs; bars; music; fashion
TARGET MARKET	18-35 years old attendees of live performance
PRODUCT OBJECTIVES	To harness and brand the style and reputation of Artistic director's work in an ongoing company. To expand market share in order to consolidate position of the company. To attract a 18-35 audience to Chunky Move live performances. To raise the profile of contemporary dance across the community, particularly in the education sector.
DISTRIBUTION MECHANISMS
Documentary	broadband delivery (SWIFT video on demand); free to air; cable; Web; cinema
CD ROM	direct mail through the Web; newsletters and educational conferences