Art Theater

The Art TheaterStrategic Plan

Meghan Clinnin, Brittany Deterding,Jennifer Janci, Rose Osial

Outline• Background• People• Strategy• Goals• Objectives• Technology & Implementation• Tracking• Further Recommendations• Overall Evaluation• References

Background• Downtown Champaign

• Locally owned/operated

• Opened in 1916

Why the Art Theater?• Minimal online presence• Getting the offline online

New Owner= New Opportunities

P.O.S.T. Analysis

People • UIUC Undergrads and Grads • Ages 18 – 26

People: Tech. Habits• Approximately 88.3% own laptops• 21.3 hrs/week doing online activities for school, work, recreation• 90.3% use social networking sites (Facebook, MySpace, etc.)

People: Tech. Habits38% of Generation Y has an

iPhone

Strategy• Increase overall brand awareness• Start the conversation• Increase online interaction [talking]• Connect existing customers with potential customer [energizing]

Goal: Talking

Goal: Energizing

Objectives: Current Technology• Increase number of visitors to thecuart.com by 50%• Increase Facebook fans to 1500 in 3 months

Objectives: New Technology

• Increase Twitter fans to 200 in 3 months• Increase YouTube channel views to 100 in 3 months• Increase number of visitors to blog by 50%• Increase amount of video responses to trailers to 2/video

Technology: Blog

• 25% of 18-29 report blogging

• Linked to website to increase

traffic

• Theater will update with

content

• Frequent updates

• Late Night

• Weekly movie schedules

Implementation: Blog

Tracking: Blog

Technology: Twitter

• 22% of the US population 18-24 uses

Twitter

• Many follow companies

• Tweet about movie schedules

• Notify followers of new releases or

special offers

• Energizing

• Talking

Implementation: Twitter

Tracking: Twitter

Technology: YouTube

• 70% from USA

• Half over 20 years old

• Theater will upload trailers of all films: showing &

upcoming

• Video descriptions will provide information about

showings

• Option to like/dislike, comment & share the video

• Encourages word-of-mouth and sharing with friends

Implementation: YouTube

Tracking: YouTube

• Views• Ratings• Comments• Total channel views• Total upload views• Number of subscribers• Where visitors come from to view the video (built-in)

Recommendation: iPhone App

• Similar to Fandango - for The Art

Theater• Current and upcoming films•

View trailers from app (from YouTube)•

Can rate each film after viewing• Full

schedule for all upcoming films• links to

Facebook, Twitter, and YouTube

Recommendation: RSS Feed

• provide a feed with press releases about upcoming films• make post on Sundays about upcoming week’s schedule• press releases about special events• Using Google Reader, user can share feed w/ friends (talking)

Overall Evaluation

• If social media fails: • Local TV spots • Local radio spot • Daily Illini

• Dailyillini.com • Flyers• Partner with RSOs• Partner with Greek life

References

http://www.thecuart.com

http://www.flickr.com

http://www.pakblogger.com/10-interesting-facts-about-youtube

http://net.educause.edu/ir/library/pdf/ers0906/rs/ERS0906w.pdf

http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adu

lts.aspx?r=1

http://www.marketingpilgrim.com/2009/05/99-of-18-24-year-olds-on-s

ocial-media-but-only-22-use-twitter.html

Thanks. Questio

ns?