Improv Asylym
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Transcript of Improv Asylym
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Alex Oanono, Molly Wolfberg, Jess Peck, Lauren CortizoIMPROV ASYLUM
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ABOUT
Located in Bostons North End at 216 Hanover Street.
Best described as being like Whose Line is it Anyway meets SNL
Opened in 1998
Performed over 3500 shows for over 500,000 people
180 seat theater
Featured on HBO
Performed in New York City, Chicago, Los Angeles
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OFFERS
Improv & sketch comedy shows every Tuesday-Sunday
Corporate events and group events
Organized groups can attend shows together of have the show come to them in aseparate venue.
Corporate Training Programs
Focuses on individuals, teams and whole companies to work on communicating withone another more effectively
Breaks the ice and gets people to think of their feet
Classes
Improv classes ranging Level 1 (Introduction) to Level 6 (final session in which the classcreates and original comedy)
Sketch Classes ranging from Level 1(Intro to Sketch Writing) to Level 3 (Writing Team)which is roughly an 8 week program
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CURRENTTARGET
AUDIENCE
Ages 17-30
(Must be 17+ to attendshows)
Local Bostonians, tourists,comedy lovers
Earlier shows have younger agegroup
Larger shows enforce 21+crowd (Raunch)
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CURRENT TARGET
ATTITUDES & BELIEFS
Hilarious
Good place to bring friends or a date
Hidden Gem
enjoy the exclusivity of the shows
Enjoy audience interaction
Pricy, but you get what you pay for - a fun, entertaining evening
A lot of out-of-towners looking for a place to watch a comedy show
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CURRENT AUDIENCE
INTERNAL INFLUENCES Personality: open to comedy, outgoing
Learning: educated, can learn visually
Personal Values: success, money, love, self-esteem
Lifestyle: professional, affluent, city-dwellers
Emotional Expressiveness: comfortable enough withthemselves to express emotions
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Reference Groups
Close friends
Family members
Sub-culture: improv and comedy enthusiasts
Social Class: upper-middle class, able to afford an expensive ticket
Situational
Atmospherics: a professional place (performers in suits and ties)
Timing: a night out on the town, potentially intoxicated, prepared to laugh
CURRENT AUDIENCE
EXTERNAL INFLUENCES
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CURRENT AUDIENCE
DECISION MAKING PROCESS1.Need Recognition: self-esteem
2.Research: finding other comedy clubs in Boston (Improv Boston,Comedy Connection Boston etc.) via the internet and talking to referencegroups
3.Evaluation of Alternatives: assessing the class selection, times andreviews (via Yelp and WOM)
4.Exchange: calling or signing up online for class specific to level of skill
5.Post-Evaluations: if value gained from class is worth the price, time,travel costs etc.
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BOSTON
Current estimated population: 757, 435
Broken down by age
5-9 year old: 40,058
10-14 year old: 33,164
15-17 year old: 21,720
Age bracket is roughly 18% of Boston/Suffolk Countys population 148, 635 family households- 49.84% of county
Married-couple Family, own children 23.50%
Roughly 138,600 (46%) people in Boston love to attend live theatre.
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POTENTIAL MARKET:CHILDREN & THEIR MOTHERS
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MOMS & KIDS
ATTITUDES & BELIEFS
Unaware that Improv Asylum has programs for children
It is a high end and professional place to go out to
Located in a nice area of Boston
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KIDSINTERNAL INFLUENCES
Personality: youthful, open-minded, open-
hearted, naive, spontaneous
Learning: still in the process,absorbs
everything around them
Personal Values: reflect those ofparents
Lifestyle: living at home with family,
going to school, partaking in lots of
activities
Emotional Expressiveness: still developing,
react immediatelyto feelings
MOMSINTERNAL INFLUENCES
Personality: protective, loving, helpful,
responsible
Learning: educated and willing to learnfor their children
Personal Values: providing forchildren
Lifestyle: working par t-time or stay at
home mom
Emotional Expressiveness: emotional
regarding family
KIDS
EXTERNAL INFLUENCES Reference Groups Friends from school
Parents and guardians
MOMSEXTERNAL INFLUENCES
Reference Groups
Close friends
Familymembers Sub-culture: social and mobile
mothers
Social Class: upper-middle class, able
to send children to private school
Situational
Timing: always in a rush, affects buyingbehavior
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KIDS
DECISION MAKING PROCESS1. Need Recognition: love and belonging
2.Research: media, parents and guardians, online
3.Evaluation of Alternatives: whatever appeals tothem the most, whatever makes them feel cool
4.Exchange: convincing parents and guardians to purchase
5.Post-Evaluations: if value is greater than the work putin to convince parents and guardians
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MOMS
DECISION MAKING PROCESS1. Need Recognition: love and belonging
2.Research: social websites (Yelp, mommy blogs) andword of mouth from reference groups3.Evaluation of Alternatives: assessing what is the
best for their children
4.Exchange: calling or signing up online for activity5.Post-Evaluations: if value gained from class (childfeeling better about themselves) is worth the price, time,travel costs etc.
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KIDS
Have a large amount of influence
on purchases that directly affectthem
Ages 9-11 have the most input
on decision making
AS INFLUENCERS
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Those most likely to be influenced
Women
Older adults
Lower-earning households
Unmarried parents/guardians
WHO THEY INFLUENCE
KIDS
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Still make most purchasing decisions in families
Familiar brands guide routine purchases
Friends and family most trusted in new purchases,especially younger mothers
Rely on social websites when making decisions(mommy blogs, LivingSocial, Groupon, Yelp)
PURCHASING BEHAVIOR
MOMS
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Showing love and increasing self-esteem is the reason parents feelspending time with their kids is
important
25% say that electronic devices arehindering their familys face-to-facecommunication
Childrens safety is becoming evenmore of a concern
Becoming more social and mobile craz
WHAT THEY CARE ABOUT
MOMS
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FAMILY ENTERTAINMENT
SPENDING
Growth of live entertainmenthas outpaced most forms ofat-home entertainment
40% spend less than $100 amonth
40% spends over $100 amonth
25-34 year olds are morelikely to spend between
$200-300 per month
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KIDS & TWEENSMEDIA CONSUMPTION
TV is still the primary channel of marketing
Ages 2-17
15,000-18,000 hours of TV/year
TV commercials are still working
25% of children say ads make them buy things
Over 30% say they like to buy things theyveseen on TV
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Most effective commercial themes:
Humor
The Cool Factor
Fantasy
The typical 8-10 year-old spends 46 minutes onlineper day
KIDS & TWEENSMEDIA CONSUMPTION
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WHAT ARE
COMPETITORS DOING?
Gotham Comedy Club,NYC
Stand-up comedy
Monthly workshops (ages 10-17)
Camp Kids N Comedy
Times Square Arts Center,NYC
Improv 4 Kids is the only short formprofession improv troupe and showdesigned exclusively JUST for kids!
Show designed for Kids
Tours
Activities include: improvisation, music,
story telling, dance, pantomime, theatre
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IMPROV BOSTON
40 Prospect St., Cambridge
Youth classes
Teen classes
Family show
Family show birthdayparties
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BENEFITS OF COMEDY
Energy gauge
Humble pie
Increased confidence
Improved public speaking skills
Enhanced acting abilities
Gained comfort in socialsettings
Refined brainstorming abilities
Improved listening andobservation skills
Enhanced creative-thinkingabilities
Improved decision-making skills
Team development skills
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KEY INSIGHTS Children heavily influence parents purchases
Mothers are main purchasers in families
Parents main concern is improving their child's self esteem
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AD CAMPAIGNGEARED TOWARDS KIDS
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COMMERCIAL
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LETS MOVE! 2011
SHAPE UP SOMERVILLE
Improv Asylum comedians will tour throughoutthe greater Boston area to private elementary
schools
Interactive assemblies with students
Encouraging self-esteem & being active
Hand outs:
Goodie bags: flyers for parents, improv-gameidea cards, slinkies, bouncy balls - all productsthat encourage physical activity and imagination.
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AD CAMPAIGNGEARED TOWARDS MOTHERS
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Make memories.
Build confidence.
Quit hiding thecontrollers.They wont want em anymore.
We dont like it either.
Say goodbye to shy.Say hello toself-esteem.
Playing dress upisnt enough.Get into character.
What acharacter.Future SNL host.
She used to be shy.Now shes the star of the class.
Imagination isthe key toconfidence.Let us get the door for you.
What acharacter.His self-esteem is through the
roof.
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MOMS LOVE APPS
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Imagination isthe key toconfidence.Let us get the door for you.
THANK YOU!