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A Marketing Plan for the State Theatre of Ithaca’s 2011-2012 Season

Harlem Gospel Choir, December 2011. A Marketing Plan for the State Theatre of Ithaca’s 2011-2012 Season. Susan Monagan June 29, 2011.

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A Marketing Plan for the State Theatre of Ithaca’s 2011-2012 Season

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  1. Harlem Gospel Choir, December 2011 A Marketing Plan for the State Theatre of Ithaca’s 2011-2012 Season Susan Monagan June 29, 2011

  2. “The State Theatre of Ithaca, Inc.’s mission is to present top-quality entertainment in a variety of formats to enhance the lives of the residents of the Ithaca community and the surrounding Finger Lakes region.“ • Scope of work: • create a marketing plan for the nine 2011-2012 • State-presented shows • Given circumstances: • Series (family, classic and comedy) • Artists • Performance dates • Ticket prices • Ticket sales targets • Location of performances • Most corporate sponsors Galumpha, February 2012

  3. Goal: To develop the relationships that will sustain and grow the programs at the State Theatre and raise the public profile of the organization. The objectives of the plan are to: • Meet the ticket sales targets for the nine State-presented shows of the 2011-2012 season. • Expand and improve the sponsorship program of the State by October 2011 so that each show is identified with a corporate, media, and community sponsor • By July 1,2011 implement the use of internal project management tools that will provide an infrastructure for the State’s marketing activities • By August 1, 2011 present a budget of time and money that will guide the State’s marketing activities for the 2011-2012 season Imago, October 2011

  4. The 4 P’s…sort of… Colbert, F. (2007). Marketing culture and the arts, 3rd ed. Montreal: HEC (p. 14).

  5. Objective #1: Meet the ticket sales targets of the nine State-presented shows of the 2011-2012 season. • Strategies: • Research each show • Identify markets • Analyze each market • Develop messages about show for each market • ID third-party influentials for each market • ID media each market uses • Get messages to market in a timely way using appropriate media • Evaluation: • Use ticketing system to determine sales for each show. Reduced Shakespeare Company, March 2012

  6. Rogers’ Diffusion of Innovation Theory “Product Lifestyle Adoption Process” describes the consumers tolerance for risk. • Innovators 2.5%. • Early Adopters 13.5% • Early Majority 34% • Late Majority 34% • Laggards 13.5% • Non-adopters 2.5% Lesson: Research the habits of Innovators and Early Adopters (Third Party Influentials) and enter into relationships with as many of them as possible

  7. Colbert’s application of Elaboration Likelihood Model to Arts Marketing Context Colbert, F. (2007). Marketing culture and the arts, 3rd ed. Montreal: HEC (p. 236).

  8. High interaction, opportunity for high elaboration

  9. Objective #2: Expand the sponsorship program of the State by October 2011 so that each show is identified with a corporate, media, and community sponsor • Stategies: • Develop relationships with 12 new corporations in or around Ithaca before the end of the 2011-2012 season. • Systematize the State’s sponsorship program including establishing sponsorship levels and contracts • Evaluation: • Conduct a “post-mortem” interview with each sponsor after show to review relationship String Fever, February 2012

  10. Objective #3: By July 1, 2011 implement the use of internal project management tools that will provide a communications infrastructure for the State’s marketing activities • Strategies: • Set up and populate a project management site that is shared by key members of the staff (volunteer and paid) • Set up document and calendar sharing tools with all deadlines for marketing activities • Evaluation: • Meet with staff at the end of the season to evaluate the use of tools and discuss how they can be changed to better serve internal communication needs Second City, October 2011

  11. Objective #4: By August 1, 2011 present a budget of time and money that will guide the State’s marketing activities for the 2011-2012 season Gaelic Storm, March 2012

  12. Sources: • Colbert, F. (2007). Marketing culture and the arts, 3rd ed. Montreal: HEC. • Handel, M. (Ed.) (2003). The sociology of organizations: Classical, contemporary, and critical readings. Thousand Oaks, CA: Sage Publications. • Kolb, B. (2005). Marketing for cultural organisations, 2nd Ed. London: Thomson Learning. • Rogers, E. (1962). Diffusion of Innovations. New York: Free Press of Glencoe.

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