Township Theater Group

By: Daniel Lee Hue

Mission Statement

•The Township Theater Group is a non-profit organization that provides entertainment from play to musicals to Long Island, and Queens residents.

VisionVision•Our vision is to provide people with more interesting and inexpensive workshops plays, and musicals. While at the same time increasing our profits.

• Expanding brand awareness• Increase promotional efforts through new channels• Attract younger crowd• Expand ticket market• Increase revenue• Ticketing solutions• Expand target demographic• Workshops and community outreach

Threats• Off Broadway Shows• Economic crisis • More challenges to our performers• Change in audience attendance

Opportunities

Expanding Demographics

Brand Awareness

Location : Bryant Park

Time : 2:00 P.M.

Theme: Shakespeare's Romeo & Juliet

Spring Fling Drama Workshop

Marketing Plan Overview

Problem: Increase revenue while expanding member base

Plan: Offer packaged membership deals, Expand theatre to schools, Offer drama workshops, Seasonal Promotions

SurveyWho To Survey•Schools•Community Groups

Why•To see if there is interest in new target markets•Determine prices•Determine what shows and workshops would be most popular and effective

Expand Brand Awareness• Schools• Word of Mouth Advertising• Penetration Pricing• Tiered Memberships

Future Goals To Be Achieved With New Marketing Strategies

• Make Township Theatre Premiere Community Theatre Group• Cultivate Local Talent• Make Budget Available To The Public

Current Financial Position • Operating at a significant loss • Decline $52,000 – Under $40,000 per year

• Donations• Gift giving

• Fall in amount of ticket sales• Drop from 400 – 125 per showing

• Current rent

The Marketing Mix Product

• The product is the performance itself

• 3 productions of 6 shows 18 shows in total. • Talent • Presentation• Packaging

• Workshop Package• Seasonal Membership• Access to all shows (9) within that

particular season at one flat fee, at $180 a $5 savings per show.

• Private Package

The Marketing MixPlace

• Venue• Influences target

demographic and also maximum income per show.

• Dix Hills Center for the Performing Arts at Five Towns College• $15,000 to $7500.

• Box Office • Online Purchases• “Ticket Mania• Wanttickets.com,

The Marketing Mix Pricing

• Pricing • Ticket pricing• Adults $35, Kids 12 and under $15, Student, Seniors $25• Penetration marketing• Seasonal pass year round $360• 18 shows for price $20 per show• Offered all of 2011-2012• One year test after which can renew

The Marketing Mix

• Promotions• Change Target Demographic

• Mass Media• Television, print and internet ads• Arts community supporter’s… bulletin boards etc.• Public relations

• Community value added• Sales promotion in short term

• Coupons• Free admission for wearing… for off nights

Evaluation• Success is determined by not showing losses

• new target markets. • break-even point• a 20% increase in revenue within a 12 month implementation of our

new plan.

• We would like to be widely known as an educational group that is carrying out a valuable function with both our community and theater in general.• Increase in our viewership through ticket sales• facebook followers• website Alexa ranking which currently does not rank at all.