Marketing Plan
1.0 Executive Summary
The consortium of Memphis community theatres including Germantown Community Theatre, Theatre Memphis, Playhouse on the Square, Circuit, TheatreWorks, Harrell, and Arlington Arts Group provide immeasurable value in increasing cultural quality of life in the community. By working together with a strategic marketing plan they can increase the audiences from 60% to 75% of capacity, while building strong support for the years to come.
Memphis corporate leaders support the arts, including the community theatres, to ensure that Memphis is a place the best and the brightest will come to work and live. Young professionals are the audiences of today and the board members and supporters of tomorrow.
We determined to target the young professionals with needs of networking in the artistic world in the greater Memphis area. Our intention is to direct a greater share of the Memphis professionals? entertainment dollars and time towards community theatre.
To fit the needs and wants of our target audiences, the theatres have to position and project themselves at a unique level compared to other commercial forms of live entertainment. Community theatre cannot compete if all it offers to its audience is the stage. A theatre experience has to be much more than watching a play. We need to combine the theatre ambience, audience, actors and directors to create a unique mix of a ?cultured? event. For this revival and recast, Memphis community theatres, as a consortium, need to play a vital role in offering a high value for audiences in enjoyment, culture, and bonding to the community.
We plan to use young professional groups like MPACT as channels to communicate the novel concept of ?Theatre Experience? through presentation and distribution of CDs, flyers with opinion leaders endorsing their experience.
2.0 Situation Analysis
2.1 Overview
Community theatres throughout the Memphis/Shelby county area, from Midtown to Collierville, produce a variety of plays throughout the season. Members make up about 60% of the audiences, who have high level of education and value arts. Theatres compete in the leisure/entertainment industry, with Orpheum Theatre, movie theatres and sports events. Opportunity and issue analysis is followed the current market situation.
2.2 Current Market Situation
True to their name, com...
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... look out for high profile contacts and good image building activities especially due to the on going outsourcing concern. As community theatre boards include executive level staff these consulting companies could get high visibility and a sophisticated image by pairing up with something as ?cultured? as theatre. These companies can be requested by the boards of community theaters to sponsor the building and maintenance of the theatre websites in exchange for good PR and contacts.
Finally if we include miscellaneous expenses of $5000(Including professional Video graphing expenses in case our home Videos don?t measure up) our total marketing budget should not exceed $10,000.
7.0 Implementation Controls
This plan will go into action by December, 2004. We want to see our growth progressing by comparing the month-end ticket sales with November 2004, since the sales in December are different from other months due to the holiday season and the type of shows. For control purposes, the plan also allows for month-by-month comparison of actual versus projected sales and expenses. We will discuss and monitor the growth with monthly reviews of progress throughout the first year.
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