Georgia Presenters

Brand Strategy and Consulting

Get More Seats Filledwith New Patrons


Best Image Building Campaign in Georgia as presented by the Georgia Downtown Association and the Georgia Department of Community Affairs

Best of Show - Economic Development / Awareness Campaign presented by the Southern Economic Development Council

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Founded in 2004

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Brand Analysis

http://youtube.com/v/cT7ata0Q7jU


AS A PRESENTER, you may be expected to

entertaininfluenceinspireeducate

and make MONEY!


Brand Analysis● Audience remains consistent

● Good programming

● Your theatre is well known

● People have experienced your theatre

● The community knows what to expect

B

= BRAND


Do you want to fill more seats?Do you want new patrons?


Patterns are GOOD.

Systems are GOOD.

Expected Results are GOOD.

HOWEVER, breaking repetition will yield

GREATER variety

Opportunity for GROWTH (a larger audience)

Ability to ADD new (different) patrons

STRONGER theatre


HOW?STEP 1: Brand Analysis

Look at your brand and who “you” areMake adjustments • Update • Enhance • Progress • Grow

YOU set the intent


WHAT YOU WEREMAY NOT BE

WHAT YOU AREOR

WANT TO BE

Brand Strategy and ConsultingWHERE DO I COME FROM

The origins, history, and ‘anchorage’ of the brand.

Brand Strategy and ConsultingWHAT DO I DO

The brand’s field of competence? What does it make or do? What are its skills?

REMEMBER: This is what you want to be known for. If it is different than what you’ve done in the past, your advertising, press releases and marketing will require special consideration

of how to tell this as a part of your brand story.

Best music venue?

Outstanding customer service and experienced Presenter? Greatest variety of shows?

The place for college students to watch live music?

Offer diverse performing arts series at reasonable prices?

Offer a historic and beautiful environment to enjoy the arts?

Brand Strategy and ConsultingWHAT MAKES ME DIFFERENT?

Point of Differentiation

Brand Strategy and ConsultingWHO AM I FOR

How can we define the target user or need state that the brand addresses?What do we know about them?

1. General and Secondary Targets

2. Profile these TargetsEducated?Work?Age Range?Male / Female?Married? Single?What do they do for fun?

3. Define Overall Need StatementWant to have fun?Looking for something to do?Busy? Philanthropic?


If the brand were a person it would be:

WHAT AM I LIKE AS A PERSON

Brand Strategy and ConsultingWHAT DO I FIGHT FOR

What is the brand’s unique, driving purpose in the world?

Should be a single statement that defines your top goal and purpose for presenting.


List all the qualities and offerings, your vision, and purpose that describe what your theatre values.

WHAT DO I VALUE

What does this brand stand for?

Brand Strategy and ConsultingMARS THEATRE CASE STUDY

What do I do? What are my skills? What makes me unique?Accessible, Technology & Equipment, Offer an Intimate Experience, Diverse & Eclectic,Convenience, Leadership

General Target & Overall Need Statement Arts and music fans and people looking for fun, artistic individuals who are strong

supporters of community, passionate about the arts and appreciative of historic icons .What is the brand’s unique, driving purpose in the world?

The Mars Theatre values quality and diversity in the performing arts to ensure a culturally-rich, happy and vibrant community to support and enhance growth in the community while continuing the legacy of the past.Brand Vision StatementThe Mars Theatre will once again become a community destination, promoting musical arts to residents in Effingham and surrounding counties in the Southeast through engaging the community with educational and diverse programming in a fun, inspiring and historic environment.

Brand Strategy and ConsultingSTRATEGIC CONCEPT

Brand Vision Statement

Review your answers, notes, words and descriptions to describe your Brand Vision in a single statement.

The answers and Statement should be reviewed often and each time you make a decision about promoting your theatre.

Is the programming on target?Are you describing the environment in the way you wish it to be known? Are you placing the ads in the right publications to reach your target?Does your message sound and feel like you described the personality of the theatre?

Using this Analysis in your decision making process will allow your theatre to obtain its goals for attracting the audience you wish to have in your seats.


Now What? I have built it. Will they come?


HOW?STEP 2: Marketing

Now that you know…WHO to market to – find them!

WHAT to say - tell them!

Brand Strategy and ConsultingMarketing

Strategic AlliancesWebsiteSocial MediaInteractivePrint

OnlinePress ReleasesPosters / FlyersRack Cards Radio / TV


Define Other Industries

What other industries, services, churches, universities, organizations, businesses have thesame target audience?

What if you partnered with them?

Sold tickets / offered group rates?

Advertised at their office, advertised near their building or in their newsletter?

Get your message out to your desired audience. Outreach and form partnerships

Strategic Alliances


Technology & Equipment

Website

• Fun and inspiring

• Educational and

diverse programming

Appreciative of

historic icons


Social Media

ENGAGE with your audience. If your theatre is all about the community, maybe highlight a Patron of the Week to grow interaction on your page. The more people engage with your page, the more Facebook will show your page to their friends as a recommendation to LIKE.

Promote what makes you UNIQUE and what you STAND for.If your theatre is about music, start a series of “Music Monday” posts.

ATTRACT the right audience.Reach them through targeted ads on Facebook. Choose zip codes, age brackets, interests and more through Facebook ads for as low as $5 per campaign.


Social Media

POST relevant industry content.Inform your audience that you are well-versed and educated with what’s happening in your industry outside of your own theatre. For fans of your page, they’ll have something to connect with the theatre on and feel like they aren’t always being sold a ticket.


Interactive

Would your target audience respond to contests?Create one and promote on social media or your website.

Do they listen to Spotify or Pandora?Place a ‘radio ad’ or a digital ad on a station’s screen browser. Inexpensive reach!

Are there particular restaurants in your community that specifically attract your demographic? Consider offering a discount to your patrons when purchasing tickets at the box office if they show their meal receipt. Work out a kick back / promotion with the restaurant or offer the restaurant advertising in exchange. Advertise at this location’s entrance or tabletop. Dinner and Movie. Theatre and Drinks promotion.

Use mobile device to browse your website? Consider advertising on a weekly paper’s mobile site that promotes upcoming events and activities in your town.


Every touch point of your business is your brand.


SUMMARY1. Identify and analyze needs and set goals for your brand.

2. Create a Positioning Statement Build your Brand Roadmap – your strategy for outreach.

This Brand Strategy is the cornerstone to building a strong tagline, talking points and even the creative direction of your marketing.


Set intentions.Seek out specific patron types.

Learn about them.Market directly.

Georgia Presenters

Marketing

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