Lewis Street Playhouse-Presentation
description
Transcript of Lewis Street Playhouse-Presentation
Lewis Street Playhouse-External Marketing-
Kyle Daugherty
Eric Thomas
Charlie Pedersen
Introduction
• Wanted to take a Research, Planning, Action, and Evaluation method
• Current strategy focus
• Culver-Stockton College students
• Our main goal
Research
• Purpose of phase is to take what we know and research if there is a better way to accomplish our goals
• We need to meet with management to find out if our goals for the project are in line with theirs
• We need to meet with our consumers to find out what they want
Management Meeting
• We met with Erin Wessely, Brent Hickenbottom, and Dr. Dell Ann Janney to find out what our focus should be
• Find three main goals:
-Permanent identifiable placement
-Focusing on Culver market
-What do students want?
Research
• Diverse Focus Groups
-Find participants that represent as many students as possible
-Needed variety of opinions and ideas
-Needed to find best way to communicate with student body
Focus Group Findings
• Short-term:
-Keep “College Night” on Thursday
-Keep fliers simple
-Focus on E-mail
-Develop new header
Focus Group Findings
• Long term:
-Develop movie schedule for Megaphone
-Develop movie schedule for dorm room door knob hangers
-Develop rewards program for theatre
Focus Group Findings
• Mediums
-Fliers
-E-Mails
-Newspaper
-Radio
-Light Box
-Press Releases
Focus Group Findings
• Final Evaluation:
-Students need the direct connection or they will not be interested
-Students believed the simpler ads that require the least amount of time to see and know what they were saying was ultimately the best way to go
Planning
• The purpose of this phase is to take what we learned from management and students and apply it to better marketing the Lewis Street Playhouse
• We need to apply findings to as many mediums as possible
• We also need to make findings as detailed so that our action phase is easily carried out
Fliers
• Fliers needed to be changed– Simpler– New heading– Better disbursement to students – Still wanted to catch the students eye, yet
with less clutter
Press Releases
• Press releases keep the students in the know with what’s happening– More information for students who want to
know more information– A little more planning needed, but still a
good source for information
• E-mail– Ultimate source of information
• Free!!!• Can reach the highest number of students• Once initial template is composed, easy to recreate and
send– Heading– Movie poster– Time and Date– Pricing– Website
Bulletin Board
• Bulletin board is virtually unnoticed by student body– Poorly located– Students are not there to read about
current events on or around campus– To be noticed by students, a facsimile light
box could be created and placed in a more standard location
Current Bulletin Board
Culver Media
• Megaphone– $5.00 per column inch– Very flexible pricing
• C-SCtv– Free– Maintained by Residence Life – Updated frequently
• KCSW-LP FM– Only radio station in Canton– Fairly competitive pricing
Action
• The third phase of our approach- Execution upon the research and the
planning- This requires the greatest amount of
creative ability and manpower
• This tends to be the most visible phase of the R,P,A,E method
Advertisements
• Streamline the ads• Reduce noise• Use the most
important information
• Make it easy to use for future staff
Weekly E-mail
• Continue to send out the E-mail to the student body– Send out one
specifically for “College Night”
– Send out a second one with the rest of the showings
• The current header is a good artistic piece
• It becomes too busy for the casual e-mail reader
• This new header is simplified and gives more information
Light Box
Light Box
• This would help to create a definitive advertising element for the theatre
• It would continue to demonstrate the relationship between the Playhouse and Culver-Stockton College
• This does not have to be an all-weather system, just one that emulates the effect
Megaphone
• The Megaphone is a highly accessible form of media at Culver
• Since it is a student publication, this would give the Playhouse great flexibility and creativity in ads
KCSW
• Radio remains a low-cost alternative to other media outlets at the college
• It offers flexibility and reach that print ads are unable to provide
Evaluation
• This is the process that reviews the work that has been executed
• Evaluations direct changes that should be made to make the product better
• With our simplification processes in place, this will make changes easier to accomplish with future professionals
Conclusion
• Lewis Street Playhouse is a viable asset to the Canton and Culver-Stockton Communities
• The current marketing direction is good, but Culver is a market that has to be handled differently
• We believe that these processes of simplification will be an effective tool in marketing to the College