The Alliance Theater : A case study

Résumé du document

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.

Extraits

[...] For more than 25 years, the Alliance Theatre's Acting Program has developed a broad curriculum in stage, film and television. The Acting Program is one of the most successful and respected programs in the country. It offers students of all ages a chance to work with theatre professionals and film educators in one of America's most renowned theatres. Some of the programs offered by the Alliance Theatre are; acting classes, summer camps and education programs for teachers. In addition, the Institute provides teachers with strategies for relating the artistic work of the theatre to the school curriculum. [...]

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[...] Jones - Director Institute for Educators Michele Mummert - Program manager - Insitute for Educators - Administrative Director of Theatre For Youth Christopher Moses - Admissions Counselor/Registrar Nicole Lorenzetti - Administrative Assistant Jennifer Morris - Administrative Assistant, Acting Program Intern Ashley Athey - Theatre for Youth/ Education Intern Kim Bowers-Rheay - Insitute Project Assistant & teaching Artist Finance Mark Peoples - Director of Finance Chuck Walker Controller Davia Weatherill - Finance Assistant Jim Hubbert - Database Administrator Production Management Rixon Hammond - Production Manager Stage Management Pat Flora, lark hackshaw, Kate McDoniel- Stage Managers Rodney Williams - Assistant Stage Manager Elizabeth Campbell - Apprentice Stage Manager Emily Stewart - Hertz Stage Management Production Assistant Colleen Janich - Children's Theatre Stage Manager Ronnie Campbell- Stage Manager Apprentice Stage Operations - Stage Operations Manager Sharon Myers Crew Chief Deb Maberry Children's Theatre Crew Chief Courtney O'Neill- Properties Stagehand Willie Palmer Parks Stagehands Electrics Pete Shinn Electrics Manager Darin Carlton, Sean Hamilton, Steve Jordan Staff Electricians Sound Clay Benning Resident Sound Designer Holly Blakely, Walter Tillman- Sound Engineers/Board Ops Scenery Victor Smith Technical Director Benjamin Zimmer- ATD Paul Flint Shop Foreman Marc David Stalmer Welder/Carpenter Luis Hernandez Buyer/Bookkeeper Manual Abreo, Eric Van Arsdale, John Pruner- Carpenters Kat Conley Charge Scenic Artist Derek Kinsler Scenic Artist Properties Michael Benedict Properties Manager Dana Hylton Calabro Soft Goods Artisan Emily Pape General Artisan Laura Halad Props Lead/ Buyer Costumes Carol Hammond Costume Manager Cindy Lou Who Draper Star Rabinowitz Draper Diana L. Thomas Craftsmaster English Benning Design Assistant Dusti Meeks Wigmaster Mila Fesenko and Maegan Robinson Sticher/First Hand Niki Traxler, Kate McNeely, Melanie Roberts Wardobe Teleservicing Orlando Andrews Teleservicing Manager Appendix B Survey 1. How old are you? a & under b. 19-25 c. 26-35 d & over 2. What is your zip code? 3. Are you male or female? (circle one) 4. What is your ethnicity? a. [...]