Marketing Paper - 5-6 paper

AR720​ ​Marketing​ ​&​ ​Audience​ ​Development​ ​for​ ​the​ ​Arts​ ​-​ ​Fall​ ​2017 Situation​ ​Analysis​ ​Outline​ ​-​ ​Sketched​ ​Out. You​ ​Fill​ ​In​ ​the​ ​Blanks​ ​and​ ​Flesh​ ​It​ ​Out.

1. Mission 2. Objectives​ ​and​ ​Goals​ ​of​ ​the​ ​Current​ ​Marketing​ ​Program

a. Revenue​ ​Goals​ ​for​ ​different​ ​audience​ ​segments​ ​(subs/members​ ​vs. stb/admissions)

b. Total​ ​Marketing​ ​Budget c. Organizational​ ​Capacity​ ​-​ ​Personnel

3. Internal​ ​Analysis:​ ​Strengths​ ​&​ ​Weaknesses 4. External​ ​Analysis:​ ​Opportunities​ ​&​ ​Threats 5. Competitive​ ​Analysis

a. Who​ ​does​ ​the​ ​organization​ ​see​ ​as​ ​competition? b. Who​ ​are​ ​the​ ​comparable​ ​organizations​ ​(if​ ​not​ ​direct​ ​competitors,​ ​modeled​ ​after)? c. Are​ ​there​ ​non-arts​ ​organization​ ​competitors?

6. Programmatic​ ​Marketing​ ​Inventory. a. Based​ ​on​ ​all​ ​the​ ​specific​ ​things​ ​you​ ​can​ ​do​ ​-​ ​what​ ​are​ ​the​ ​assets:

i. Is​ ​there​ ​a​ ​subscription​ ​or​ ​membership​ ​program?​ ​If​ ​so,​ ​how​ ​many?​ ​How much​ ​of​ ​earned​ ​revenue​ ​(from​ ​ticket​ ​sales​ ​and​ ​membership/subscribers) is​ ​it?

ii. How​ ​large​ ​is​ ​the​ ​email​ ​marketing​ ​list? iii. What​ ​is​ ​the​ ​reach​ ​of​ ​Social​ ​Media:​ ​Facebook,​ ​Twitter,​ ​Instagram? iv. How​ ​frequently​ ​does​ ​the​ ​organization​ ​communicate​ ​on​ ​each​ ​platform?

b. Who​ ​are​ ​the​ ​organization’s​ ​target​ ​audiences: i. Demographics? ii. Subscribers/Members​ ​versus​ ​Single​ ​Ticket​ ​Buyers/Admissions

c. What​ ​is​ ​the​ ​pricing​ ​strategy: i. By​ ​audience​ ​segment? ii. Product​ ​(ticketing,​ ​subscription)​ ​program?

d. What​ ​is​ ​the​ ​current​ ​marketing​ ​plan? i. Media​ ​buys ii. Public​ ​Relations​ ​Strategy iii. Online​ ​Content​ ​Content​ ​Generation/Distribution

7. Institutional​ ​Marketing​ ​Inventory a. What​ ​events​ ​have​ ​you​ ​done​ ​in​ ​the​ ​past​ ​12​ ​months​ ​to​ ​raise​ ​the​ ​visibility​ ​of​ ​the

organization​ ​-​ ​separate​ ​from​ ​your​ ​usual​ ​programs? b. Who​ ​are​ ​the​ ​target​ ​audiences​ ​for​ ​your​ ​institutional​ ​marketing? c. What​ ​do​ ​your​ ​organization’s​ ​staff​ ​members​ ​do​ ​in​ ​the​ ​community?​ ​Do​ ​they​ ​teach

at​ ​colleges​ ​and​ ​universities​ ​in​ ​the​ ​area?​ ​Serve​ ​on​ ​boards,​ ​associations,​ ​or community​ ​committees?