Team Alliance initial objective is to focus on the key points that would help us gain more knowledge regarding the motivations and decision-making processes of the Alliance Theatre's 18-35 year old target market. Currently, Alliance Theatre's patrons are composed of 35-50 years old, more females than male. The wide age gap made us decide to divide the proposed target market, and they are the 18-25 segments and the 26-35 segment. We gathered quantitative and qualitative information from our surveys to make the research more efficient (see Appendix B). In addition, we compared the males and females because it allowed us to be more specific in our target market's needs, motivations, and other important factors that may affect their decision-making processes on how they spend their free time. According to the data we have gathered from our respondents, 10% of our population has decided not to provide information regarding their sex. However, we realized that the main issue was that the two segments of our target market have little or no awareness of the Alliance Theater.
We have reached to our specific objectives: to increase awareness of the Alliance Theater by 15%, and to increase attendance to the Alliance Theater by 10%, both by the end of the year. We will do this through our promotional message: The Alliance Theatre provides a fun, affordable, and convenient entertainment experience to young adults and rising professionals. This message will be applicable to any of the future events and shows at the Alliance Theater. In our Integrated Marketing Communications Plan, we are utilizing both inexpensive traditional and nontraditional marketing, such as giveaways including hats, shirts, and cups during promotional events and after each show featuring the company's logo. We will use the media, through print, audio, television, and Web-based, for more detailed information and image presentation of the Alliance Theater. The promotional message will be applied to all forms of marketing for consistency. For immediate response, we will monitor our specific objectives through providing survey questionnaires and comment cards to the audience together with the giveaways to increase participation after each show and events.
[...] do this through our promotional message: Alliance Theater provides a fun, affordable, and convenient entertainment experience to young adults and rising professionals.” This message will be applicable to any of the future events and shows at the Alliance Theater. In our Integrated Marketing Communications Plan, we are utilizing both inexpensive traditional and nontraditional marketing, such as giveaways including hats, shirts, and cups during promotional events and after each show featuring the company's logo. We will use the media, through print, audio, television, and Web- based, for more detailed information and image presentation of the Alliance Theater. [...]
[...] The League of Resident Theaters (LORT) The Alliance Theater is a regional Theater. The term regional Theater is most often used to refer to members of the League of Resident Theaters (LORT). LORT Theaters are non-profit organizations and agree to use special contracts made in agreement with the Actors' Equity Association, the professional organization and labor union for actors working in the United States. Many of these Theaters hold auditions in New York City, in order to tap into the vast number of AEA members living there. [...]
[...] This will prevent the Alliance Theater from having to work with a marketing consulting company that can be very expensive. Banners Voytech.com creates electronic banners to post on your webpage and use as advertising on other web pages. o Here is a basic price list for standard advertising banners on a website and the banners have the ability to hold pictures. Static banner (no animation) $ 35.00 Two frames animation (little movement) $ 55.00 Up to four frames animation (extreme movement and changing) $ 85.00 Partnerships Add links to other websites that are affiliated with the Alliance Theater and ask the other organizations to do the same. [...]
[...] The questions could be the following: o Is it the first time you watch a play at the Alliance Theater? o Will you come back? o Did you like the play? o Is there a particular theme you would like to watch? o What did you like the best? o What are your suggestions? Volunteers will stand again at the end of the play to collect the completed surveys while they usher the clients out of the Theater. The same students from KSU could analyze the results and give the Alliance Theater feedback on demographics, possible quality improvements or the Alliance could compare the new surveys to the results previously given. [...]
[...] Ethnic Background Mainly African-American White Hispanic/Latino Asian Professional Situation Student Young professionals/ looking for a job Few non-traditional students/Changing careers Educational Background Currently in College Bachelor's/Master's degree (Undergraduates/ holders, Some have taking Master's) Doctorate Attitudes Optimistic Pessimistic Housing Rent a House or Own a House or Apartment Apartment Some rent Sharing with roommates Location Atlanta Alpharetta Marietta Kennesaw Woodstock Canton Car SUVs Trucks Mid-Size cars Food Fast-food Home cooked meals On Campus cafeteria Health-conscious Take-out and deliveries Some take-out and Frozen meals deliveries Some are Some frozen meals health-conscious Some fast-food Free Time Period Weeknights Weekends Weekends National holidays School holidays Shopping Use coupons/discounts/sales (pretty much equally often) On-line Catalogs Out-shoppers (Malls, outlets) Communication Cell Phones (text messaging/MMS for 18-25) E-mails PDA's Myspace/Facebook pages Chat a lot (Messenger) Music Concert events Pop Pop R&B Jazz Download Music (computer, R&B iPod, cell phones) Very few downloads Movies Comedy Action Animation Romance (Some) Actual movie theaters for most of the 25-35 year olds Some downloads from the computer (18-25 year olds) Free movies on campus (18-25) HBO's Rentals TV Video clips (MTV, Educational programs Reality shows Animations (if they have Sports channels children) HBO's HBO's Series Sports channels Educational Series Entertainment Reality shows Documentaries News (Internet as well) News (more on Internet) Documentaries Radio Newspapers/Magazines Newspapers available on Local and National Campus Classifieds Fashion Magazines Health and Fitness Sports magazines Sports magazines Home/Design Magazines Business Magazines Art Free/Less Expensive Museums Museums Stand up comedies Stand-up comedies Theater if not too Few watches theatrical expensive plays Leisure Private parties with Out-of-town travels peers (on and off campus) International vacations Concerts Happy hours Family gatherings Children's school/sporting events Private parties with friends/co-workers Extra-Curricular Members of association On or Off-Campus Activities Health and Fitness clubs Sporting Teams School projects Job Hunting Job-hunting Company From its humble beginnings in 1968, The Alliance has become the leading professional resident Theater of the southeast. [...]
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