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Sample essay topic, essay writing: Marketing Plan - 1647 words
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Table of ContentsPage1.0 Executive Summary 32.0 Situation Analysis 32.1 Overview 32.2 Current Market Situation 42.3 SWOT analysis 52.3.1 Strengths 52.3.2 Weaknesses 62.3.3 Opportunities 72.3.4 Threats 72.3.5 Keys to success 83.0 Objectives 84.0 Marketing Strategy 94.1 Overview 94.2 Mission 94.3 Target segment 94.4 Positioning 104.5 Communication Program 105.0 Action Program 116.0 Expenses Forecast 127.0 Implementation Controls 131.0 Executive SummaryThe 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 Analysis2.1 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, community theatres in the Memphis area cater to the needs of their immediate communities. An interesting aspect is the high opinion of the theatres their respective audiences have, in spite of the fact that they vary a lot in physical and psychological ambience and the plays they stage. Thus we have both audiences and theatres supporting each other while consuming very diverse offering
Very often the community theatres are imbibed with the characteristics of the community they live in. Community theatres throughout the Memphis area, from Midtown to Collierville, produce a variety of plays throughout the season. It is an amazing blend of artistic expressions that reflect the cultural dynamics of the city's heritage. Some are family oriented and some are for a more mature audience. The memberships make up about 60% of the total attendance. Those that value the arts are typically people with a high level of education, a background in exposure to the arts, and/or an education in the arts.The theatres cover some of Memphis Metropolitan Statistical Area (MSA).With a population of 1.2 million, Memphis MSA includes 8 counties touching three states, which is showed in the Exhibit.
Population in the Memphis MSA is project to grow 3.6% in the next 5 years. The direct competition comes from Orpheum Theatre, which is an upscale and for-profit theatre whose ticket prices are sometimes twice as expensive. Movie theatres, sporting events and other arts activities also intensely compete with community theatres.Theatre communication group survey result indicates that overall attendance rose 4.2% from 1999 to 2003 country wise. Memphis economy in the first eight months was particularly strong in the Professional and Business Services sector and the Leisure & Hospitality sector. Hino Motors (major supplier to Toyota) broke ground recently on its new auto parts plant in Marion, Arkansas. The location of Hino near Memphis could result in economic benefits in the Memphis area.With the positive trend of approximately one-third of adults attending live performances in the arts each year , we would expect Memphis community theatres will experience growth.2.3 SWOT analysisBased on the SWOT analysis, we will use the strategy that use strengths to take advantage of opportunities, minimize weakness and avoid threats, to enhance the cultured value of the theatres by offering quality plays.
2.3.1 Strengths Community theatres have excellent awareness, as most of Memphians knew the theatres are out there. The perceived value of theatrical arts by well educated people is actually commercial. Richard Florida in his book, The Rise of the Creative Class, stated "a rich arts and culture scene is essential for luring the country's most educate professionals who need high-end cultural stimulation. Businesses follow the talent." Memphis has a significant number of community theatres, spread all over the county, playing a variety of shows. This diversity helps community theatre appeal to a wide range of audiences from young midtown residents to the families in the suburbs.
There is a vexing trend in TV shows and movies towards catering to a majority audience who prefer slang, sex and violence. Community theatres could be the one place people could go often to feel nurtured and engaged in a cultural quality of life. Community theatre could be the medium where the audience feels that they are interacting with the actors, directors and players. Very often, especially in children's plays, the actors are drawn from the local neighborhood. This intricate association with locals could be leveraged to get the acquaintances of the participants to promote community theatre.The University of Memphis, Rhodes College, & Christian Brothers University have strong theatre programs that produce a continuous supply of ardent advocates and actors for community theatres.
The boards of various community theatres are full of influential people and opinion leaders whose contacts could amplify marketing efforts. The economy of Memphis depends more on a growing service sector and less on dying manufacturing and agriculture. Thus the existing workforce of Memphis has not seen a debilitating effect on their wages and there are new opportunities for younger workers too. These two factors keep the community of greater Memphis vibrant, which helps the community theatres garner new audiences, actors and volunteers. 2.3.2 WeaknessesThe theatres are not clearly positioned compared with Orpheum ("Symbolic") and movie theatres ("Fun/Relaxation").
There is lack of marketing sense of the artsy people in the community theatres, thus it is not atypical that the marketing of Memphis area community theatres leaves a lot to be desired. Though the bottom line for community theaters is as vital as it is for a corporation, being non-profits they do not speak, think or act using traditional corporate financial jargons like return on investment, profit margins etc. Marketing for community theatres has to be discussed emphasizing how to increase audience experience, retain attendance etc. The theatres physical environment is not as appealing as movie theatres or FedEx forum in town, which in turn is difficult to attract young people. The ticket is priced higher than other leisure/entertainment, such as movies, which has impact on our box office sales.The assortment of activities/plays that community theatres promote cannot necessarily follow the general culture/fashion trends, while other competition like movies can.
Just because reality shows are popular, it might not be prudent to stage the "spouse exchange show". Community theatres will also be painted with a shade of elitism. They will tend to use refined and polished language which may not appeal to the sitcom addicted audience. 2.3.3 OpportunitiesMost sectors (except the manufacturing sector) of the Memphis MSA's economy grew during the first eight months of 2004 , which indicates a good economic environmental condition for the theatres. For the past 20 months, the Greater Memphis Arts Council has been at work on the Memphis for the Arts (MFTA) campaign, the largest arts fundraising initiative ever launched in this region, which was led by Steve Odland, Chairman, President and CEO of AutoZone, Inc.Community theatres will benefit from this when fully funded.
There are quite a few excellent stories which are not suitable for a mass market like television or movies. At the same time these stories could be very relevant to Memphis and the South. Plays depicting such stories will be intriguing to community theatre audiences. There is a strong latent need for locals to understand other cultures. Community theatre could be used as an exclusive medium through which locals get a glimpse of other cultures and geo-political issues.
Memphis Speakers Bureau takes arts into the community, and the idea is to keep the Memphis area informed about the arts and arts-related issues by providing speakers for local civic groups and organizations. 2.3.4 ThreatsWith the rapid expansion of the conservative movement especially in the South, places of worship like churches have taken center stage as activity centers with activities for the family, singles, and children. Thus it becomes very difficult to promote community theatre as a "Cultural" rendezvous point. Also, a conservative audience restricts the gamut of plays that can be staged in community theatres. From generation to generation the paucity of time has increased exponentially and the trend shows no signs of reversing or even pausing. As audiences have less time and are a lot more stressed, convenience and relaxation have become paramount.
Instead of going to the movie theatre they now watch movies at home. In fact, pay per view and the internet make trips to the Video/DVD store redundant. We have seen audiences changing their preference from lengthy soaps to sitcoms to the latest reality shows (very soon we might have few for kids). Theatre, by and large, requires and is produced, written, and directed ...
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