Marketing Paper - 5-6 paper

Executive Summary

The value of live theatre is immeasurable. The Players Theatre Company offers self-growth and

education to all of its audiences. Our classes for students are focused on building self-confidence

through theatre games and performance. Our classes for educators offer new and interesting

ways in how to approach traditional academic subjects, such as math and social studies. We also

teach new ways in how to relate to students and how to optimize the learning time in the

classroom. Moreover, The Players rework traditional pieces and create new pieces to fit in with

the fast-paced times of the end at the 20th century. Our performances are always a new

experience for audiences even if it is a new rendition of Romeo and Juliet. We try to relate as

performers to our contemporary audience and offer new insights on our society.

Situation Analysis

The Players Theatre Company has just emerged in the press as a reputable, quality theatre

company. There has been an increased interest in the community in our classes and productions.

Currently, traditional theatre is available to the public, but there has been a call for educational

performances. We want to take advantage of this current popularity to grow in funding and in

audience (both quantitatively and geographically).

Market Summary

We are experiencing growth in interest in theatre from the community and the current trend in

education and entertainment. Also our demographics are widening, encompassing more and

more people from different walks of life. There is definitely an opportunity here to be seized.

Market Demographics & Geographics

As a theatre company (as opposed to an established theatre), we have the flexibility to move

from region to region giving us greater access to a wider audience. Currently we are restricted to

our county because of our limited contacts, but we are focusing on growing to eventually

encompass the entire West Coast and possibly the rest of the country.

Market Demographics

Most people who go to the theatre go to see live theatre. Since movies, home video rentals and

TV are prevalent, a theatregoer is not a hard sell. They want to be there. They have made a

conscious choice about how they wish to be entertained. These people can be of any age, any

nationality, and any gender. We have low ticket prices so we can include all levels of economic

status, but most theatregoers are of middle economic status since most theatres tend to have high

ticket prices ($15-$20). The common factors, however, are the following:

• Value the arts.

• Usually a high level of education.

• Background of exposure to the arts, or even an education in the arts.

• Ages vary from young adults to the elderly.

Market Behaviors

Theatregoers are loyal consumers. If they like a show, they will come back for other

performances. However, the frequency with which the average audience member goes to a show

is most likely once a month, oftentimes less. Teachers and students, however, want more and

more live performances to energize their curriculum and the call for theatre is frequent.

Market Needs

The value of live theatre is immeasurable. The Players Theatre Company offers self-growth and

education to all of its audiences. Our classes for students are focused on building self-confidence

through theatre games and performance. Our classes for educators offer new and interesting

ways on how to approach traditional academic subjects such as math and social studies. We also

teach new ways on how to relate to students and how to optimize the learning time in the

classroom. Moreover, The Players rework traditional pieces and create new pieces to fit in with

the fast-paced times of the end at the 20th century. Our performances are always a new

experience for audiences even if it is a new rendition of Romeo and Juliet. We try to relate as

performers to our contemporary audience and offer new insights on our society.

Market Trends

The trend in education is towards breaking traditions and discovering new ways in how to teach

and how to relate to students. For example, teachers are going to seminars about the different

ways people learn: visual, aural, etc. The call for something new is where our theatre company

steps in. Not only do we offer classes but also performances that draw from history, social issues,

and literature, and we present them in a new non-traditional format.

As theatre becomes more and more commercial, and with the burst of touring Broadway shows,

more and more people are becoming interested and aware of the value that live theatre has for

our communities. Even non-traditional shows are selling out to audiences who just five years ago

would have never stepped inside a theatre.

Market Growth

The market trends discussed in the previous topic point toward a market growth currently

estimated at 30% for the next two years. We would like to take advantage of this and try to create

growth in our audience by at least 50% by expanding our tours beyond our home county and

then outside of the state, and so on.

SWOT Analysis

The following is an outline of The Players Theatre Company's strengths, weaknesses,

opportunities, and threats. Currently our strengths and opportunities outweigh our weaknesses;

however, our weaknesses punctuate our need for more of the following resources: time,

employees, and funding.

Strengths

• Dedication of volunteers and management.

• Creative company members.

• A cooperative work environment.

• Members are well-educated in areas of expertise.

• Efficient in use of materials.

• Low overhead and designed to adapt to the market's needs.

• Offering an affordable theatre experience.

Weaknesses

• Limited employees.

• Limited time because of employees.

• Limited financial resources.

Opportunities

• Excellent reviews of current productions.

• Letter of recommendation from local school district head.

• Possible interview with American Theatre magazine.

• Need for live theatre in our market.

• Diminishing experiences offered through schools and other publicly supported

performance activities.

Threats

• Loss of government grants.

• Bad reviews.

• Change in audience attendance (most hurtful).

• Competitive experiences, including dinner theatre.

• Challenges securing performance facilities.

Competitors

Other local theatre companies offer performances of lesser quality compared to ours, which has

been stated repeatedly in newspaper and theatre magazine reviews. Also, our tickets are priced

from $3-$8 less than other companies, making us more accessible to a wider audience. Two

companies: the Shakespearean, and the Downtown, have opened classes to students at, however,

a higher price, and in a limited venue. We take our classes to the schools and offer a sliding fee

scale, so that any student can attend. What is most unique about The Players, is that we take our

performances on tour to regional school districts and will sometimes, depending on our financial

situation, offer these free to poorer communities.

Also we must keep in mind, that there are other forms of entertainment, such as movie theaters,

video rentals, and the option of theatregoers travelling to other markets with live theatre, i.e..

New York. However, we are focusing on offering services that none of these provide, such as

educational seminars. Film entertainment is very different from a live theatre experience so just

in that aspect, we offer something unique. Travelling to view live theatre is often not an option

for many people, and our tours fill this gap in the market.

Institutional Marketing Events

Over the past twelve months Players Theatre has hosted five events which had a total of 800

people between them.

September No event

October Gala Press Opening

November No Event

December Family Holiday Party

January No Event

February Valentine’s Day Family Party

March Gala Press Opening

April No event

May No event

June Summer Family Party

July No event

August No event

Critical Issues

Our major issue to face is lack of audience. We have a solid foundation of dedicated, creative

workers that make things happen, but our business depends on there being an audience--a good-

sized audience at that. If our following decreases even to 500, that is not enough for us to grow

or even sustain our business. However, with the combined experience, education, dedication, and

innovation of our company, we can implement plans and strategies that will not only guarantee a

growth in audience but in our business as well.

Based on the budget size of the organization, there should be more insituttional marketing

events. Instead of looking to create new events, the Players Theatre should look at their current

schedule and see if they can raise the profile of the following events: First Day of School

(Theatre Classes), Holiday Production (for Families), Family Vacation Parties, 4th of July Parties.