Post on 19-Jan-2015
description
Course ProjectSabrina DAHMANE
Stephen EMARINAntoine KRAUZE
Joffrey MEYER
Company : UltraStar Cinema
Name of the company: UltraStar University Village Riverside
Localization: 1201 University Avenue - Riverside, California 92507
Status: Private company
Number of UltraStar theatres: 15 cinemas (California + Arizona)
UltraStar Cinemas is a movie chain with theatres in California and Arizona
It is the first movie chain to have all pure digital movies showings in every theater
In 2009, the UltraStar theatre in Surprise, Arizona with its 22 D-BOX Motion Controlled seats was among the first to present motion-enhanced theatrical films
Only stressed on the Riverside UltraStar theatre in the University Village
Located right in the centre of all the student residences such as the IV or the University Village Towers Student Apartments
The breadth of its strategic domain concerns Riverside, especially UC Riverside. To be more precise, this represents a perimeter of about 2 miles
Attract new customers
Establish customer loyalty for the new and the previous customers
Make them discover and buy derivatives such as food or posters
• Communication • Collaboration • Education • Entertainment
No real communication to customers
Everything has to be done
Effectiveness measured by followers and subscribers
The most effective tool will be Facebook
Creation of a team specialized in social media
Communication with co-workers thanks to an intranet
Effective internal communication to avoid mistakes
Less important pillar in our case
The expertise can’t be shared
Most important pillar in our case !
Use it well because it is our strength
The customers expect to have fun
Articulate our strategy around it
Audience
Concept
Competition
Execution
Social Media
Sales viability
Step 1: Identify the global audience◦ Market: Everyone between 5YO to 99YO◦ Audience: Due to localization, students between
18 YO and 25YO
Step 2: look further into your audience◦ Different groups of students different types of
movies!!!
Different groups imply different:
◦ Attitudes◦ Values◦ Beliefs◦ Needs◦ Preferences
Some example of groups and what they imply:
◦ Jocks: Action movies, thrillers Like to be with other dudes Like to eat during movies
◦ Girls: Chick flicks, romance, comedy, animated movies Like to be with other girls
Some example of groups and what they imply:
◦ Geeks: Sci-fi, horror movies Like to eat popcorn and drink sodas
◦ Skaters: Comedy, real life comedies (like Jackass) Like to eat
Need to make some surveys to know more about the audience to adapt the offer◦ What they like to eat◦ Special prices or coupons for groups◦ Advertise on buying tickets online to reduce waiting time
Very large audience difficulties to choose one concept only
Don’t forget the other persons such as families or couples
Need to adapt!
No special concept because of the large audience
Be as large as possible to touch every archetypes
◦ Create contests to win special prizes such as photo contests or video contests about your favorite movie
◦ Promote the sweets and candy shop inside the theatre
No other theatres around implies no direct competition
Indirect competition: Illegal movie downloading
Social Media Presence Goals:
o Specifico Measurableo Attainableo Relevanto Time Boundo Evaluate
Increase unique visitors to the website
Increase blog/newsletter subscriptions
Increase facebook fans by X members
Increase Twitter mentions
Increase interactions on FB page
To increase notoriety
To keep consumers in touch with every news.
Create a close relationship with consumers
To share directly with the consumers the promotions
To promote movies
To be the platform to all the other websites (Youtube Channel/Twitter/...)
For every updates and news (share informations about movies)
To stay more closer of the consumers
To share links to Facebook, Youtube, and official website
Allow to answer to the consumer questions and concerns quickly
Create a channel to share :
videos, trailers,
programs,
events,
To illustrate the informations on Facebook or Twitter and share links on these websites.
Once the audience is satisfied, they will tell their friends to come back
More people means more chance to sell food or posters
Viability is ensured by:
◦ the discounts and coupons
◦ the fact that it is the only theatre around (auto-viability) if we care about and listen to the advises and comments of customers!
Thank you for your attention. If you have any question, please ask!