Fall 2013
MEDIA PLAN PRESENTED BY
Grace Erickson | Chris Mastrosimone | Ryan McGee | Lauren Quigley | Francesca Toscano
MARKETING OBJECTIVES •
Gain local and regional buzz of the Kitchen Theatre to position it as a regional theatre
•
Entice theatre-goers from around the area to “discover” the Theatre and attend productions
AGENDA •
SWOT Analysis
The Big Idea • Target Market •
•
Media Choices • Email & Direct Mail Business & Regional Theater Partnerships • Special Events •
•
Online - Search & Event Websites
Online - Social Media • Radio •
ROI • Media Flow Chart •
•
Media Expenditures
SWOT ANALYSIS STRENGTHS STRENGTHS
WEAKNESSES WEAKNESSES
- Ticket options - Ticket options - Intimate performances - Intimate performances - Warm atmosphere - Warm atmosphere - Wide range of topics - Wide forrange playsof topics for plays - Equity theatre - Equity theatre
- Lack of knowledge - Lack about of knowledge the Theatreabout the Theatre in community in community - Small staff – maybe - Small not enough staff – maybe handsnot enough hands focused on marketing/advertising focused on marketing/advertising - Relies on grant funding - Reliesand on grant donations funding and donations for roughly 60% offor income roughly 60% of income
OPPORTUNITIES OPPORTUNITIES
THREATSTHREATS
- Funding/advertising - Funding/advertising for other for other companies companies - Increased social-media Increased presence social media presence
- Competitors - Competitors - Local theatre stigma - Local theatre stigma
THE BIG IDEA
Important conversations happen in the Kitchen
JOIN THE CONVERSATION
TARGET MARKET
PRIMARY
SECONDARY
MEDIA CHOICES
EMAIL & DIRECT MAIL
The 2014-2015 season offers
8 diverse plays View the schedule at
kitchentheatre.org Get your tickets now!
BUSINESS PARTNERSHIPS
REGIONAL PARTNERSHIPS
SPECIAL EVENTS
ONLINE MARKETING
SOCIAL MEDIA
SAMPLE RADIO SPOT
RADIO
48,000 listeners 10 times/week 26 weeks CPM: $1
12,000 listeners 10 times/week 26 weeks CPM: $.83
5,000 listeners 2 times/week 52 weeks CPM: $1.40
9
ROI
•
Pre-existing data tracking system
•
Unique phone extensions & URLs
•
Customer surveys
MEDIA FLOW CHART
MEDIA EXPENDITURES 5%
8%
9%
35% 43%
Online Out of Home Radio Direct Mail Comp’d Tickets
THANK YOU! Questions?