Marketing Plan
Table of Contents
Page
1.0 Executive Summary 3
2.0 Situation Analysis 3
2.1 Overview 3
2.2 Current Market Situation 4
2.3 SWOT analysis 5
2.3.1 Strengths 5
2.3.2 Weaknesses 6
2.3.3 Opportunities 7
2.3.4 Threats 7
2.3.5 Keys to success 8
3.0 Objectives 8
4.0 Marketing Strategy 9
4.1 Overview 9
4.2 Mission 9
4.3 Target segment 9
4.4 Positioning 10
4.5 Communication Program 10
5.0 Action Program 11
6.0 Expenses Forecast 12
7.0 Implementation Controls 13
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
Page
1.0 Executive Summary 3
2.0 Situation Analysis 3
2.1 Overview 3
2.2 Current Market Situation 4
2.3 SWOT analysis 5
2.3.1 Strengths 5
2.3.2 Weaknesses 6
2.3.3 Opportunities 7
2.3.4 Threats 7
2.3.5 Keys to success 8
3.0 Objectives 8
4.0 Marketing Strategy 9
4.1 Overview 9
4.2 Mission 9
4.3 Target segment 9
4.4 Positioning 10
4.5 Communication Program 10
5.0 Action Program 11
6.0 Expenses Forecast 12
7.0 Implementation Controls 13
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