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Masterplan Mark Schouten Nicolle Smetsers Katja Nagelkerke Roel Lafeber
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Coaches: Rudolf Juliet & Lieke de Boer
Lisanne Klaessen Kim Schoot Gaby van Brunschot Group 18
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Table of content
#1 Introduction
p. 3
#2 Target group
p. 4
#3 Research methods
p. 8
#4 Internal analysis
p. 9
#5 Market analysis
p. 12
#6 Imago analysis
p. 16
#7 Results & Conclusion #8 Advice #9 Literature
p. 21
p. 23
p. 24
#10 Attachments
p.26
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#1 Introduction
This is the second special program week of the fourth year of International Event, Music and Entertainment Studies. With a group of six communication students and one commercial economic student, the assignment is to develop a movie trailer and a related market and image analysis. Created on Friday is the original client and the briefing for this assignment took place at November the 17th at Fontys Hogescholen in Tilburg. Created on Friday is a new creative crowd sourcing platform where companies can ask the crowd, registered users on the website, to come up with a new concept for an external client. The external client, where Created on Friday asked the Fontys Academy for Creative Industries to deliver a new concept for, is Theaters Tilburg. Theaters Tilburg wants a younger audience to visit the theatre more often. With this master plan, a creative solution to obtain the goal has been accomplished. The goal within this assignment is to let the target group (age 14-‐20) have knowledge about Theaters Tilburg and trigger them to visit the theatre. This goal will be reached by means of the master plan, which contains the following input: • Target group • Research methods • Market analysis • Imago analysis • Conclusion • Advice
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#2 Target group The target group that is supposed to be reached on behalf of Theaters Tilburg is between the age of 14 and 20 years old. This range of age is covered by a certain generation called ‘generation z’. Generation Z, also called the ‘digital natives’, are according to the international generation theory born from 1995 until the year 2010 (Martijn Spek, 2014). They grew up completely digital and were surrounded with PCs, mobile phones, gaming devices, MP3 players and the Internet. They grew up in a world where online has become a primary need and they are comfortable with e-‐mail, texting and computer applications. For generation Z, social media platforms are a way to communicate with the outside world. They are not bothered about privacy and are willing to share intimate details about themselves with complete strangers. Having virtual friends is normal to them and hanging out with friends means talking to them over cell phones, emails and text messages. The oldest members of generation Z are now about 19 years old and the expectation is that this generation will massively enter the labour market around 2020. MAIN CHARACTERISTICS Members of generation Z want to share their experiences with others. However, sharing is for generation Z not as important as previous generations. For members of this generation, own status is more important than the number of followers for example. Upon generation Z there is more thought for themselves, even though they overestimate their own abilities and skills sometimes. Leisure is a thing that still will be done in groups. This generation is very creative and collaborative (Harry Donker, 2012). Generation Z has a narrow attention span. They get bored very quickly and they are surfing through life. Because they can find an overload of information in a short amount of time, they are good at filtering the information, however in a superficial way of processing. Anything they do not care enough about, they will not store in their brains (Harry Donker, 2012). The Internet has, besides a function to search, mainly a social function for generation Z and they cannot imagine life without it. Youngsters that are part of generation Z grew up with a lot of technological devices. This generation never lived without personal computers, mobile phones, gaming system, MP3 players and the Internet. Generation Z is so comfortable with technology that they became multitaskers. They can text, read, watch, talk and eat at the same time. With this preference toward multitasking comes a downside, which mental health experts are calling ‘acquired attention deficit disorder’: while they are able to complete many tasks at once, each task gets divided attention and the generation is losing the ability to focus and analyse more lengthy, complex information. The preferred number of screens while multitasking is five. Unlike the previous generation, this generation likes to communicate with images (emerce, 2014). Members of this generation are also able to grasp and master advances in technology more quickly than previous generations. Unfortunately, technology has also contributed to this generation's lack of interest in playing outdoors and diseases like obesity and diabetes can become a problem for them in the future.
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Nowadays generation Z has a lot of choices. Everything has more variety and anyone can proclaim his opinion online. Generation Z is growing up in a time where the world keeps changing and times are insecure. Here for, this generation is mature, self-‐directed and resourceful (emerce, 2014). The youngsters that belong to this generation also want to make a difference in this world and are concerned about the planet. Members of generation Z do not prefer to live and work in a hierarchal culture but in a network culture: very loose, less boundaries and less obedience. They listen to their own wishes and desires and give preference to an equivalent intercourse. If you want to connect with this generation, it is better to inspire than to motivate them and to communicate in an informal, clear way. When this generation gets to be of working age, they will change the workplace dramatically in terms of style and expectations (Young Works, 2013). Additional information The average amount of spare time for young people between 14 and 19 years old is approximately between 5,5 to 6 hours. In this age group, 7% go to the theatre at least one time a month (2009). About 50% of the school children spend money on the cinema, cabaret or entertainment. This also includes a visit to the theatre. Most of their money is spend on clothes and shoes and about 75% of the youngsters spend money on snacks and candy. In 2013 more than 82.000 pupils in North-‐Brabant received the CJP pass. 15% of the spending used with this pass was for theatre and 12% for theatre companies (CJP, 2013). SPENDING The target group consists of young people from the age of 14 to 20 years old in Tilburg. The main problem is that they do not spend their spare time and money at Theaters Tilburg. The question here is: where does this target group do spend their spare time and money? In this part of the analysis the answers to these questions will be answered. The target group mainly consists of three different groups. This division is made because the 14 till 16-‐years-‐olds spend their time and money differently than the 18 till 20-‐years-‐olds. The 17-‐ years-‐old youngsters are kind of hanging in the middle of these two groups. The youngest part of the group is not allowed to go out to bars, pubs and clubs to party and drink alcohol. However, the oldest part of the group is. There will still be a difference among these groups between girls and boys, but we have not taken this into account.
14 -‐ 16-‐YEARS-‐OLD: This group of youngsters do not have a lot of money because most of them do not work or they have their first job. The amount of money they get paid is not much. From your 15th the minimum wage is € 2,88 and when you turn 16 it is a minimum wage of € 3,31(Nibud, nd). Besides the money they earn for themselves, they receive an allowance from their parents. The average amount of money that they spend in a month is € 88,-‐ till € 119,-‐ euro (Anna van der Schors, 2013). In the chart below it is shown where young people spend the most money on.
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(Anna van der Schors, 2013)
17-‐YEARS-‐OLD (HANGING IN THE MIDDLE): The 17-‐years-‐olds are hanging a little bit in the middle of the two other groups: some of them palter with 15 and 16-‐years-‐old youngsters and some of them hang around with 18,19 and 20-‐ years-‐olds. The average amount of money that they spend in a month is € 139,-‐ euro. So there is a big difference in the group of friends they are having. Some of them already go out to bars/pubs and clubs but others just hang out with friends and spend their time other than drinking. You can say a part of this group spend most of their time and money on going out, drinking, food, mobile phones, shopping, going to the movie, playing videogames, cigarettes and some even drugs. The other part of the group spends their money on the same things, but without the alcohol, cigarettes and drugs. As you can see in the table below (table 30) there is some difference in the spending of boys and girls. This is because boys do not spend as much money on clothing and personal care as girls do. In the second table (table 31) you can see where the difference in money spend is bigger than € 10,-‐ between boys and girls.
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18 TILL 20-‐YEARS-‐OLD: This group contains mostly students or working youngsters. This means they have more money to spend than the younger groups. They get a scholarship, earn more money with their jobs and probably do not get an allowance from their parents any more, but there is probably a part of the group that still receives their clothing money. The way of spending money is not that different as the 17-‐years-‐old group. The biggest difference is probably that they have to pay the rent for their room when they do not live at their parents’ anymore. Spending automatically grows because of groceries etc. They also spend more money on concerts, parties and festivals. (Anna van der Schors, 2013) WHERE CAN YOU FIND THE TARGET GROUP IN TILBURG? You can find the target group downtown: playing, hanging, shopping or drinking in bars, clubs and terraces. However they can also be in the cinema or having a day away. Besides that you can find these youngsters on the many schools that Tilburg has for secondary and higher education. (Tilburg)
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#3 Research methods This chapter focuses on the motivation for doing both field research and desk research. The information from field research is gathered by talking to an employee of Theaters Tilburg (Anne Beijer, 2014). She works at the marketing department of the theatre and was willing to share useful information with us. Especially for the internal analysis, this information was of great use. The desk research has been done by gathering a lot of information on the Internet, with the use of other studies. We also received a brochure (Toekomstvisie 2013-‐2016) from Anne Beijer, which provide us more insight in Theaters Tilburg. Two factors influenced the choice for the combination of a small field research and broad desk research. The first is that there was not enough time to do a survey among the target group in Tilburg. The second factor was that recent studies have already been performed on the image of Theaters Tilburg among youngsters.
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#4 Internal analysis THEATERS TILBURG The client of our assignment is Theaters Tilburg. It is important that we know where the organization stands for and how Theaters Tilburg sees the future. AMBITION OF THEATERS TILBURG Theaters Tilburg has a clear ambition; to be the stage of the city. They bring residents and organizations in contact with the creators of performing arts. They select a program that suits the audience and surprises them. The guiding values in everything are hospitality, quality and innovation. VISION Theaters Tilburg and Tilburg have a common story. The theater stands in the heart of cultural living in Tilburg. They have a strong position as a stage of the city and as a culture house where the modern world shows itself. Their program offers a wide and diverse range of tastes; from amusement for a major audience to innovating work that is conquering a new audience. As the city and the residents change, so will the performing arts and thus their progam. MISSION Theaters Tilburg stands for hospitality, quality and innovation and provides residents, creators and organizations with the most interesting cultural place to meet in Midden-‐Brabant. Their mission comes from 4 goals, that form an red line throughout the activities. At Theaters Tilburg the performing arts are the core business. They provide visitors with more than just a show. Theaters Tilburg plays an pro-‐active part: they cause and produce as well. CORE VALUES Hospitality, focus on quality and the drive to continue improvement. The values support our mission and functions. We develop and guarantee these in our organization. (Theaters Tilburg Toekomstvisie, 2013-‐2014) COMMUNICATION On the marketing department at the theatre they work on the execution of the ambition seen above. Of course they also have to sell a single show or concert.
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MOTIVACTION A few years ago they started working with target group segmentation, a concept developed by Motivaction. They don’t divide the target group in social-‐economic segments but they focus on common ambitions and values of groups. By using this market segmentation they lifted their marketing to a higher level. This makes it possible for Theaters Tilburg to have crossovers within their own program. They blurred the boundaries of different genre’s. (Anne Beijer, 2014) COLLABORATION By collaborating with different (cultural) projects they are trying to reach more residents of Tilburg. They also use their different partners to promote their performing acts to varieties of people. These different partners or key figures can also function as an advertisement of the program. They found that cultural marketing works better when key figures tell about the activities than the organization itself. INTERNAL AND EXTERNAL MEDIA MAIN MEDIA • Theaters Tilburg season magazine • Website www.theaterstilburg.nl INTERNAL MEDIA • Inside the theatre magazines, flyers, folders and agenda’s are scattered around in different places. • -‐In and around the building are posters of upcoming shows. This is per show but also about the most important monthly offers. (muppie) • Narrowcasting; two screens above the ticketservice EXTERNAL MEDIA • Advertisements on billboards • There is a weekly spread of flyers, small posters and other program information. This is done by volunteers in Tilburg and of the region. • Press: -‐ Press releases to the newspaper -‐ Uitloper (what to do in Tilburg) -‐ Weekpress to local magazines • Social media; -‐ Facebook -‐ Twitter • Service mail (information for guests that will visit the theatre shortly) • Customer Relationship Mailing (messages send to the visitors) The goal of these mailings is to inform and motivate people to go to certain shows. • Narrowcasting; screens around the city • Specific spread to interested visitors • Issuu.com
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SOCIAL MEDIA USE How Theaters Tilburg is using their different social media channels: Facebook: 5.121 likes and 11.809 visits (people checked in at Theater Tilburg) They post regularly but the message is not very informative. They post around 1 to 3 messages in 1 or 2 days, that is perfect. (Theaters Tilburg, 2014) Twitter: 5.266 followers, 1.059 followed, 5.992 tweets, 220 favorites and 8 lists. Those numbers aren't bad for a theatre, they post enough tweets and have enough followers, but there is no such thing as too much. (Theater Tilburg, 2014) Instagram: the use of the Instagram account of Theaters Tilburg is really low, they have 10 followers but they haven’t posted anything so far. The use of the Instagram isn’t where it should be. (Tilburg, 2014)
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#5 Market analysis MACRO ENVIRONMENT In the market analysis of the macro environment of Theaters Tilburg there is a DESTEP-‐analysis and a part about the substitutes of Theaters Tilburg. Furthermore there will be a small concurrent-‐analysis about the bars, cinema, restaurants, cafés and clubs. DESTEP-‐ANALYSIS In this analysis there are different factors discussed that have an influence on the macro environment of Theaters Tilburg. These factors are from the DESTEP-‐model, DESTEP stands for: Demographic, Ecologic, Social-‐cultural, Technological, Economic and Political. Not every factor is as important to Theaters Tilburg, so these factors will not be that mentioned. DEMOGRAPHIC
Ageing has been big trend for a long time. The amount of youth is strongly decreasing in relation to the elderly, this is because of the baby boom. In the graphic you can see that between 1950 and 2010 the amount of elderly people kept rising. From 2010 they expect an even larger increase of the amount of elderly people. The grey pressure of 2013 was 28%, this a big increase related to 1960 and 2000, at this time it was 16,8% and 21,9%. This is because a big part of the baby boomer generation turned 65+. (CBS, 2013) The table below will show how the demographics are divided in Tilburg, the amount of people living in Tilburg are subdivided by age.
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On January the 1st 2014 there were 210.290 inhabitants in Tilburg: (tilburg, 2014) The amount of youngsters are decreasing and they will the next couple of years. In 2013 was 23% of the total population in Holland between 0-‐19-‐years-‐old but this will be 21% in 2025. (bevolking: wat zijn de belangrijkste verwachtingen voor de toekomst?, 2014) SOCIAL-‐CULTURAL
This is an overview about the different cultural activities in Tilburg and their visitors in 2011, 2012 and 2013. (tilburg, tilburg in cijfers 2014, 2014) The theatre visits have decreased with 43% over five years time. 80% is caused by the economic crisis. (Leeuwerink, 2014) Since the competition is very strongly these days, companies have to differentiate themselves from others. Research by Douglas Kelner showed that consumers suffered from a so called choice overkill, which causes the consumer to go back to the products and services that he/she used to be familiar with. These familiar products and services have gained trust by the consumer and will win it from the newer, more innovative brands and goods. (Nagelkerke, 2014) TECHNOLOGICAL
The rise of social media in the last couple of years is a huge technological change in the business world. For some companies this became a problem because they don’t use or don’t know how to use social media. There are also companies that created an advantage by using social media to communicate with their target audience/groups. It’s easy it’s simple and the best of all it’s free to use, so everybody can use it.
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This data shows there 8.759.000 Dutch people were active on Facebook in May, 2013. This is a huge part if you compare it to the total population of 16,8 million people. This means that over 50% of the Dutch population was active on Facebook. Holland is the leader when it comes to the use of social media in Europe. The use of social media is easy to use for companies and it’s cheap marketing. Social media is here to stay in the marketing sector, it’s used more and more often. It can be used on areas like: marketing strategies, customer contact and communication, sales and CRM systems. Companies are starting to use social media in a more efficient way so they can save a money. They would normally spend this on marketing, but now it’s all free via social media. It’s not strange that in times of crisis the use of internet marketing is getting bigger and bigger. Companies recognize the importance of a good internet marketing strategy, especially in times of crisis. Both advertisers (companies) as (internet) marketing agencies say that they expect a growth in the coming year when it comes to SEO-‐ and SEA-‐ budgets. They use SEM as the main channel within their marketing budget to attract new clients.(Nederland koploper social media, 2013) (comscore, 2013) (social media) (Bedrijven geven in 2013 meer geld uit aan SEA en SEO , 2013) ECONOMIC
The effects of the economic crisis are still visible, the economic crisis, a lot of companies went bankrupt or had to cut into their budgets. There were also companies that didn’t suffer from the crisis. Because of the crisis people have started to save their money and spend it less on luxury products and entertainment like theatre. As mentioned before at the cultural factors you can see that the theatre visits decreased with 43% in the past 5-‐years. The reason of this decrease was for 80% an effect of the economic crisis. When people are in insecure financial times, then they rather chose for a cheaper option like cinema, where you can’t see a decrease. But the problem for theatres is that they can’t lower their prices to get more visitors, this is because they are already at their limit. (Leeuwerink, 2014) POLITICAL
The government of Holland decided to change the law of selling alcohol from January the 1st 2014. Before you had to be at least 16 to buy alcoholic drinks, but now you have to be at least 18 to buy alcoholic drinks. The government found alcohol harmful for youngsters. They can get a drinking problem/addiction when they grow older, it’s more easy for them to get an alcohol overdose and it’s harmful for the development of the brains and other organs. Besides all that it has a big part in aggression, violence and traffic accidents. (jongeren en alcohol, 2014) Because the age limit is set till 18 year-‐old, different bars and clubs decided to raise the entry age till 18. This is why it is hard to go out for the people that are under the 18.
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Different local governments are trying to do something about this problem that youngsters under the 18 can’t go out. They have come up with ideas like non-‐alcoholic parties or other activities like theatre. (Stap, nederlands instituut voor alcohol beleid, 2014) Another political factor for theatres is that most of them got subsidized by their community. This means the local government has a bit of influence about what is happening in the theatres and there programming. So when the community is trying to find alternatives for the youngsters to do, they can try to change the program of the theatre so youngsters would be more interested. MESO INVIRONMENT COMPETITOR ANALYSES In this part we will analyse the competitors of Theaters Tilburg in Tilburg. We will split them in 2 different types of competitors, direct and indirect competitors. At first we will start with naming the direct competitors in Tilburg and tell why they are direct competitors. DIRECT COMPETITORS
The direct competitors of Theaters Tilburg are: • Cinemas: Pathé, Europscoop and Cinecitta • Bars,clubs and café’s: korte heuvel street and piers square (this street and the square are full of bars/pubs/clubs and café’s) These are the direct competitors of Theaters Tilburg that are located in Tilburg as well. They are direct competitors because here you can spend your spare time during the evening/night in the weekend but also on weekdays, just like in the theatre. INDIRECT COMPETITORS
The indirect competitors of Theaters Tilburg are: • Museums: Textiel museum, De Pont. • Recreatie: Irene Wüst IJsbaan, Recreatiebad stappegoor, Safaripark Beekse Bergen, De Efteling. These are the indirect competitors of Theaters Tilburg that are located in Tilburg or close by. They aren’t direct competitors because it’s about time spending during the day and Theaters Tilburg is about time spending during the evening/night. But they are still competitors because the target group can spend their spare time and money there, instead of spending it at Theaters Tilburg. So they are not direct competitors but they compete with Theater Tilburg for the money and time of the potential customers.
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#6 Imago analysis IDENTITY This chapter will focus on the current identity and the current image of Theaters Tilburg. According to (Birkigt & Stadler, 2010) there is an obvious relation between those two. Image is strongly related to identity. A company can only change their image by changing (part of) their identity. Image is the opinion that people have of someone or something. An opinion is a very personal thing and this can change from person to person. The corporate identity can be described according to the three aspects of personality. Those three aspects are: behavior, symbols and communication. In conclusion, image is the result of the shown identity. According to (Van der Grinten, 2010) identity can be subdivided into desired identity, real (current) identity, and physical identity. THE DESIRED IDENTITY The identity of Theaters Tilburg is based on their mission, vision, ambitions, competences and core values. The identity of Theaters Tilburg is all about the residents of Tilburg, the creators of the performing arts and organizations in the region. They want to connect these three by being hospital, innovative, focusing on high-‐quality and keep improving. THE REAL (CURRENT) IDENTITY The real identity can be defined by perceived identity. This is how employees see and feel about Theaters Tilburg. Theaters Tilburg is internally associated with: • Traditional • High quality • Hospitable • Chic • Service oriented • Modern • Top location Score of the core values: • Quality (87%) (Mentioned 54 times) • Hospitality (97%) (Mentioned 60 times) • Innovative (Mentioned 3 times)
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When asked ‘Do you identify yourself with Theaters Tilburg?’ 60% agreed and 40% totally agreed. These results are summarized out of a study (Gijs Hopmans, 2014). PHYSICAL IDENTITY The physical identity can be defined by visible results. Physical identity consists of all touch points that are in contact with the target group. COMMUNICATION
The first touch point who reached the target group is by the use of media. The target group is able to read the different newspapers, flyers, uitlopers or billboards. The second touch point (with the theatre industry) is in their high school, by the teachers. In class they get the assignment to visit a kind of performance art. SURROUNDINGS AND BEHAVIOUR
When the target group is reached by the media or by school, they will visit Theaters Tilburg. Before they arrive at the location they will see a modern but impressive building. When they enter they will be greeted by the doormen and after that by the employees. They are all dressed properly in black blouses and nice fitting jeans. The employees are hired by their ability to be hospital and polite. The building itself is clean, well-‐organized, modern and chic. It has open wide spaces as well as cuddly corners with sofas and chairs. PRODUCT
There are three locations where one can view a performing art. The concertzaal, schouwburg and the studio. In any way the target group is being entertained by an act, whether its dance, music or any other form of art. IMAGE In this chapter we will show the main findings about the image of the theatre branch among youngsters from the age of 14 to 20. The first study we used is about the image of the theatre branch in general and then specific to Theaters Tilburg. IMAGE OF THE THEATRE BRANCH As part of the 50th anniversary of cultural youth organization CJP, a study has been done on the interest for culture of young people between the age of 12 and 24 years old. Based on this research, it has shown that 68% are interested in culture (YoungWorks, 2011). There are however different types of interest among youngsters. Interest in culture and cultural participation is measured on the basis of nine dimensions: intrinsic interest, threshold fear, self-‐expression and creation, performance anxiety, music as a catalyst, social perception, escapism, general education and inquisitiveness. This intrinsic interest and self-‐expression and creation are the main motivations. These motivations also serve as the basis for the model on the next page.
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BASE FIXED CULTURE AVOIDER (32% OF YOUNG PEOPLE)
This group of young people is the least interested in culture and is unlikely to undertake cultural activities. In this group are mainly poorly educated boys with a narrow definition of art and culture. They find themselves not very creative and do not like to be in the spotlight. For them, a cultural activity is equivalent to a social activity, like going to the movies or watch television. Boy (19 years): "When you go to a theater and you have troubles to sit still for an hour, you cannot press stop or run away. " ENTERPRISING CULTURE FAN (22% OF YOUNG PEOPLE)
The Enterprising Culture fan actually stands diametrically opposed to the Base Fixed Culture avoider, as these youngsters cannot imagine a life without culture. The group is mainly characterized by highly educated women and is often non-‐resident students. They participate in culture from their inherent motivation, but culture also has a social purpose for them. Enrich, engage and relax are keywords that fit the Entrepreneurial Culture fan. They also find themselves quite creative and stand happy in the spotlight. Girl (23 years): "I recently went to an exhibition and then I was totally inspired. Look at all the possibilities in working with certain materials. " Enterprising Culture fans see art and culture as something social, so they prefer to take something in a group. CREATIVE ENTERTAINER (25% OF YOUNG PEOPLE) Creative Entertainers are often younger, less educated and still live at home. The inherent need to participate in culture, is not among them, but they are creative, especially with music or photography. It is important that they can express their talent. Like the base fixed culture avoiders they see culture as a social activity. They won’t go visit a theater by themselves very fast, however doing it with friends or with school, they think it’s pretty fun. Boy (15 years): "I sometimes go to concerts. It's just more fun than sitting at home. It's fun to go out with your friends, that's more exciting than sitting at home. " For the Creative Entertainers it is important that the offer is accessible, appealing and popular. INTERESTED SPECTATOR (21% OF YOUNG PEOPLE) The youngsters in this group are often students and highly educated and have an intrinsic interest in art and culture. They participate in culture because of their need for escapism and
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from their general education. Interested Spectators like cultural activities, but do not like to be in the spotlight. They would rather lose themselves in a book. Boy (23 years): "Art and culture gives you peace and satisfaction because you've learned or experienced something. Your life will change a little. " For the Curious Spectator it is important to provide a lot of content so that it is not too childish. IMAGE OF THEATERS TILBURG In 2014 a research was done on the specific image of Theaters Tilburg. This was a thesis of Gijs Hopmans. We will look at digits about the association with Theaters Tilburg, characteristics the most popular genres and the programming. ASSOCIATION WITH AND CHARACTERSTICS OF THEATER TILBURG
When the target group was askes which words they associated with Theaters Tilburg, they responded divers but a few words were mentioned frenquently. Most associated words: Tradition Intimidating Hospitality Chique Fun Expensive Professional Quality The same group was asked which 5 characteristics would fit best with Theaters Tilburg. The 5 most named characteristics were; traditional, stylish/elegant, quality, hospital and reliable/responsible. PROGRAMMING The target group was asked if they feel that the progamming of Theaters Tilburg suits their needs. As seen above 38,22% feels the programming of Theaters Tilburg does not suit their needs and wishes. 32,46% does feel Theaters Tilburg progams in the way they prefer. 4,19% totally disagrees.
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THE MOST POPULAR ART GENRES The most popular genres of art in Theaters Tilburg amongt youngsters are; 1. Cabaret 2. Dance/Stage theatre 3. Pop music 4. Musical/show GAP ANALYSIS In this part of the analysis we look at the differences between the identity of Theaters Tilburg and the image that the target group has. We compared the two and found similarities as well as gaps. These gaps can create opportunities for Theaters Tilburg. SIMILARITIES Two of the core values of Theaters Tilburg are hospitality and quality. The image analysis shows that the target group associates those values with Theaters Tilburg. This tells us that part of the desired identity is pictured perfectly to the audience. GAPS Some parts of the desired identity of Theaters Tilburg are accomplished, however a few core values are not portrayed well. These core values are innovation and improvement. The target group does not think of these values in association with Theaters Tilburg. Values such as traditional, chic, fancy and inaccessible do arise in their minds. This tells that there is a gap between the image Theaters Tilburg wants and the inaccessible image of the theatre that the target group has. The image analysis shows that a big part of the target group feels that the program of Theaters Tilburg does not suit their needs and wishes. While Theaters Tilburg feels that their program is an anticipation on the residents of Tilburg. In conclusion: there is a gap between the current program and the desired program according to the target group. There is also a gap visible between the communication that Theaters Tilburg embodies and the way that the target group wants to be approached. The tone of voice of youngsters is different than the tone of voice of an older target group. They want to be spoken to in an appealing way that fits their needs.
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#7 Results and conclusion We have created this masterplan to get insight in the target group, Theaters Tilburg and the market as well as the theatre branch. We had to have this insight to answer our question. This question was; ‘How do we get youngsters to Theaters Tilburg?’ We mostly used desk research to find the answers to our question. TARGET GROUP The target group, youngsters between the age of 14 and 20, consists of various characteristics. We’ve researched their spending, interests and communication. The conclusion of this research is that our target grew up in an online world, which influenced a part of their identity. Features are the use of different types of media and that they have a narrow attention span, which means they get bored easily. They want to communicate and be communicated to in an informal, clear way. They are social beings, they want to participate in a group, however their own status is even more important. MARKT ANALYSIS THEATERS TILBURG
Theaters Tilburg wants to be the stage of the city. Their focus is on creators, residents of Tilburg and organizations. They collaborate with many organizations, from magazines, festivals and orchestras to music venues. For their marketing communication they use a theory created by motivication. This theory segments groups of people based on interests and values instead of social-‐economic factors. They use several types of media; Facebook, Instagram, newspapers, website etc. The problem is, they do not use the media efficiently. They should put more effort in the types of media the target group uses and the way the target group communicates. DESTEP
A demographic fact is that the Dutch people are aging. A large amount of the society is growing older, these elderly people are a big part of the visitors of Theaters Tilburg. This means that a part of the visitors are shrinking. That is why it is important to encourage the youth to pay a visit as well. An important issue on socially, cultural level in society nowadays is choice overkill. This issue states that there are too many choices, products, services etc. This makes people unable to choose and leads to sticking with the products they know. Social media is rising amongst. The most important political fact is the age raise to drink legal in the Netherlands.
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GAP ANALYSIS By using the gap analysis we came across three gaps. Theaters Tilburg has to make an effort to minimize these gaps. ●
There is a gap between the image Theaters Tilburg wants and the inaccessible image of the theatre that the target group has.
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There is a gap between the current program and the desired program according to the target group.
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There is also a gap visible between the communication that Theaters Tilburg embodies and the way that the target group wants to be approached.
In conclusion there are 3 main problems that create the disconnection between the target group and Theaters Tilburg. The image, the program and the communication of Theaters Tilburg does not fit with the target group. This image problem leads to the inaccessibleness that keeps youngsters from going to the theatre. In our advice we will show how we are going to fade this inaccessibleness away. The communication needs to be directed to the target audience in a way they prefer. The tone of voice has to change when directing the message to the youngsters. Also we found an opportunity in the law against under aged drinking.
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#8 Advice Our advice is to minimize the inaccessibility of the theatre and to use the opportunity of the drinking law to Theaters Tilburg advantage. We have created a concept: ‘Thank God It’s Friday!’ In this concept we found the best combination of the market and image analysis. To response to both situations youngsters should perceive how accessible, fun and close by Theaters Tilburg is. With the concept ‘Thank God I’ts Friday’ they will experience this. The concept communicates on the level of the target group. The concept is recognizable and realistic. We have focused on the social level and media use of the target group. Our concept is the first step to reach the target group and to show the accessibility of Theaters Tilburg. This is just a small part of a bigger picture. We have developed a short term and a long term advice to reach the target group. On the short term we recommend Theaters Tilburg to change the tone of voice in the existing communication carriers in order to get the attention of the youngsters. The carriers do fit the target group but the way of communicating is not appropriate. Because of the rapidly changing features of generations we recommend Theaters Tilburg on the long term to integrate trendwatching into their marketing. Because the ways to reach an audience keep on changing. The media this generation uses can differ every month, it’s important to keep an eye on this evolution. The focus now is on the changing program wishes instead of the wishes for communication. Our trailer is an example of a perfect future for Theaters Tilburg and the youngsters.
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#9 Literature
Bedrijven geven in 2013 meer geld uit aan SEA en SEO. (2013). Consulted on 2014, retrieved from www.searchuser.nl: https://www.searchuser.nl/blog/-‐/blogs/bedrijven-‐geven-‐in-‐2013-‐ meer-‐geld-‐uit-‐aan-‐sea-‐en-‐seo Bevolking: wat zijn de belangrijkste verwachtingen voor de toekomst? (2014, juni 23). Consulted on december 2, 2014, retrieved from nationaalkompas: http://www.nationaalkompas.nl/bevolking/toekomst/ CBS, P. W. (2013, december 17). Jongeren, potentieel werkenden en ouderen, 2013. Consulted on 2014, retrieved from www.compendiumvoordeleefomgeving.nl: http://www.compendiumvoordeleefomgeving.nl/indicatoren/nl2104-‐Jongeren,-‐ potentieel-‐werkenden-‐en-‐ouderen.html?i=15-‐12 Comscore. (2013, juni 20). cijfers social media gebruik in Nederland comscore. Consulted on 2014, Retreived from www.socialmediasocialmedia.nl: http://www.socialmediasocialmedia.nl/strategie_nieuws/cijfers-‐social-‐media-‐gebruik-‐ in-‐nederland-‐comscore/ Jongeren en alcohol. (2014, januari 1). Consulted on december 2, 2014, Retrieved from rijksoverheid: http://www.rijksoverheid.nl/onderwerpen/alcohol/jongeren-‐en-‐alcohol Jos Ahlers, R. B. (2014). Generatie Z. Retrieved from elkedagleren.blogspot.nl: http://elkedagleren.blogspot.nl/2012/01/generatie-‐z-‐jos-‐ahlers-‐en-‐rene-‐boender.html Leeuwerink, A. (2014, mei 7). nieuws. Consulted on december 2, 2014, Retrieved from theaterkrant: http://www.theaterkrant.nl/nieuws/theaterbezoek-‐met-‐43-‐procent-‐ afgenomen/ Nagelkerke, K. (2014, november 3). advice rapport. Consulted on december 2, 3014, retrieved from issuu: http://issuu.com/hannekejadach/docs/model_concepting_plus Nederland koploper social media. (2013, juni 19). Consulted on December 2, 2014, retrieved from www.rtlnieuws.nl: http://www.rtlnieuws.nl/nieuws/binnenland/nederland-‐koploper-‐ social-‐media Nibud. (n.d.). Wat verdient het? Retrieved from Nibud: http://www.nibud.nl/scholieren/inkomsten/baantjes/wat-‐verdient-‐het.html Redactie Emerce. (2014, August 30). Infographic: tijd voor generatie Z. Retrieved from www.emerce.nl: http://www.emerce.nl/nieuws/infographic-‐tijd-‐generatie-‐z Schors, A. v. (2013). Nibud Scholierenonderzoek 2013. Retrieved from Youngworks: http://blog.youngworks.nl/facts/nibud-‐scholierenonderzoek-‐2013
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Social media. (sd). Consulted on 2014, retrieved from www.managementsite.nl: http://www.managementsite.nl/kennisbank/social-‐media Spek, M. (2014). Bent u al klaar voor Generatie Z. Retrieved from talentblu.com: http://www.talentblu.com/bent-‐u-‐al-‐klaar-‐voor-‐generatie-‐z/ Stap, nederlands instituut voor alcohol beleid. (2014). gemeentelijke uitvoering van de drank en horeca wet, analyse stand van zaken 2014. Consulted on december 2, 2014, retrieved from Stap nederlands instituut voor alcohol beleid. Theater Tilburg. (2014). Consulted on december 4, 2014, retrieved from twitter: https://twitter.com/theaterstilburg Theaters Tilburg. (2014). Consulted on december 4, 2014, retrieved from Facebook: https://www.facebook.com/theaterstilburg?fref=ts Tilburg, T. (2014). Instagram Theaters Tilburg. Tilburg, Noord-‐brabant, Nederland. Tilburg, g. (2014, januari 1). statische gegevens Tilburg. Consulted on december 2, 2014, retrieved from tilburg: http://www.tilburg.nl/stad-‐bestuur/stad/statistische-‐gegevens/ Tilburg, g. (2014, mei). tilburg in cijfers 2014. Consulted on december 2, 2014, retrieved from tilburg: http://www.tilburg.nl/fileadmin/files/stad-‐bestuur/stad/tilburg-‐in-‐cijfers-‐ 2014.pdf YongWorks. (2011). tweederde jongeren geinteresseerd in cultuur. Retrieved from Youngworks: http://blog.youngworks.nl/facts/tweederde-‐jongeren-‐geinteresseerd-‐in-‐cultuur YoungWorks. (2013). Jongerentrends 2014 -‐ de nieuwe status. Retrieved from youngworks.nl: http://blog.youngworks.nl/trends/jongerentrends-‐2014-‐de-‐nieuwe-‐status
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#10 Attachments Beeld 1 Begin Nodig: Zwart beeld Ringtones Trillingen
Beeld 2 Telefoon in beeld (tafel/bank) Berichtjes komen binnen Nodig: Woonkamersetting Smartphone Persoon Berichten Whatsappgroep # Camera
Beeld 3 Zijaanzicht persoon pakt telefoon op. Nodig: Woonkamersetting Smartphone Persoon Berichten Whatsappgroep # Camera
Beeld 4 > persoon klikt op groepsgesprek > persoon leest berichten > persoon klikt op filmpje Nodig: Woonkamersetting Smartphone Persoon Berichten Whatsappgroep # Camera
Beeld 5 Teaser filmpje over theater Overgang: Fade in/out van whatsappbericht naar filmpje Nodig: Beeld incl. geluid
Beeld 6 Reacties op filmpje
Beeld 7 Overgang dag/nacht Eten, drinken, douchen, tandenpoetsen, omkleden, trap, deur. Nodig: Beelden en geluiden Huis Persoon Eten/drinken Borden/bestek/etc. Tandenborstel/tandpasta Douche/gordijn/kraan Trap, Deur # Camera
Beeld 8 Aankomst/binnenkomst Theaters Tilburg Filmen: ingang trap op foyer in inchecken*** zaal in gordijnen open fadeout.
Beeld 9 *** Inchecken in Theaters Tilburg Foyer op facebook. Nodig: Smartphone Facebook Inchecken Persoon Foyer
# Camera
#Camera
Beeld 10 Snapchats samenvatting van de avond. Aantal snapchats van theater avond komen groot in beeld langs. # Telefoon foto’s + PC
Beeld 11 alle snapchat’s samen vormen een groot geheel. TGIF
Beeld 12 Einde Logo Theaters Tilburg Zo Dichtbij! # PC
# PC
# PC
# PC
Nodig: Woonkamersetting Smartphone Persoon Berichten Groepswhatsapp Reactie van hoofdpersoon # Camera
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Groepswhatsapp gesprekken Persoon1: Nicolle Persoon 2: Kim Persoon 3: Roel Persoon 4: Gaby Lisanne Persoon 6: Mark Persoon 7: Katja Nicolle: Guys ik verveel me… iemand plannen? Kim: Nope, nog niks op de planning Roel: Vanavond ergens meeten? Gaby: Wat wil je doen dan? Lisanne: Check dit filmpje! Lisanne: Video uploaded Lisanne: Misschien iets voor vanavond? Vervolg Roel: Wow vet! Is zeker in Amsterdam dit? Nicolle: Gaaf! maar wat wat is het plan nu? Lisanne: Nee joh, het is gewoon in Tilburg. Vanavond ook, wie gaat er mee? Kim: Ik ga mee Nicolle: Cool, ik ook! Roel: Jow, ben erbij Katja: Gezellig Gaby: aight, doen we! Mark: Ik ben er ook bij, Tot vanavond! Te maken Snapchats • Gebouw TT • Foyer (omgeving, drankjes doen, zaaldeuren) • Zaal (groeps selfie) • Tickets • Eind apploas (geluiden internet) • Gesloten gordijnen • Leeg podium • Jongeren zelf in stoelen
Persoon 5:
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