MARKETING PLAN FOR Scorched

Type of document Essay

2 Pages Double Spaced

Subject area Art

Academic Level High School

Style APA

References 1

Order description:

Principles and Practices of Arts Management 1

01-24-275-91

Spring/Summer 2018

Assignment 5

Marketing & Publicity

Grade Value: 10% (Part A = 5% & Part B = 5%)

Method of Submission: Submit both Parts A and B as either MS Word or PDF documents by using the “Add Attachments” option in the Assignment 4 webpage. Once you have attached your document make sure you select “Submit”.

N.B. Please sign off on the honesty statement before you submit in the Assignment area otherwise I won’t be able to see your submission.

This assignment is going to require you to consult the Studio 275 website again in detail for information. While we are using the theatre medium for this exercise, the principles of the methodologies apply equally to the other performing and visual arts. This assignment requires you to apply the materials covered in Lessons 8 & 9 to the information that is available about Studio 275 at: http://cfl-x.uwindsor.ca/24-275/studio/

Spelling and grammar are an important factor in the assessment of Assignment 5.

All submissions are expected to be original.

There are 2 parts to Assignment 5. You must do them both.

PART A: Media Release

Task:

Write a media release for Studio 275’s production of Scorched.

Tips & Rules:

Most of the information you will need to write your media release is on the Studio 275 website. I encourage you to do some research on the web about Scorched to flush out your release.
Imagine that you are the Publicist for Studio 275.
Imagine that I am the editor deciding if your story will be covered or not.
Although your media release needs to be factual, you still need to be creative with how you present the facts in order to get the interest of your readers. This does not mean making up quotations, dates, programming, etc… it means presenting your information in a creative, compelling, perhaps unusual but factual way. If you use text from the Studio 275 website for a quote it must be credited.
Make sure your spelling and grammar are correct; both will be considered when your assignments are marked.
Use the course material to ensure that both the layout and format for your media release are correct. You will be marked for your layout and format as well as your content. You will include a logo and any other visual material you feel is warranted. Also create Social Media contacts and any other social media improvements you feel are necessary to bring the communications information up to date.
Plagiarism will not be tolerated. Use your own words in your media release.

PART B: Marketing Plan (Located at the end of this assignment)

Task:

Creating a marketing plan requires collaboration, so, working together we will create a marketing plan for Studio 275’s production of Scorched. I have established the framework and started the marketing plan; your job is to complete it. I have indicated which sections are to be included. Your task is to complete the sections that I haven’t finished.

Tips & Rules:

Anywhere that you see (TO BE COMPLETED BY STUDENT) you need to jump in and complete that section.
Although the courseware materials state that there are at least ten (10) sections to a marketing plan we are going to simplify things for the purpose of this assignment. We will only do:

Executive Summary
Business Overview / Situational Analysis
Target Market
Goals / Objectives
Strategies / Implementation / Measurement

Make sure you understand the purpose of each of the above sections before you tackle your marketing plan
Remember – your marketing plan is specific to Studio 275’s production of Scorched.
You can use the Studio 275 website as a source of information for your marketing plan.
If you have never studied marketing or would like more guidance as to how to proceed, the Internet has many resources relating to marketing plans; you might want to consider doing a bit of extra research.
You should use the information that you can derive from the sections of the marketing plan that I have started to trigger ideas for the sections of the plan that you must complete.
I suggest a bit of extra research into the play of Scorched will be useful.
You should feel free to use your imagination to complete your marketing plan

JN June 2018

MARKETING PLAN FOR

Scorched

EXECUTIVE SUMMARY

Wajdi Mouawad:

https://www.thecanadianencyclopedia.ca/en/article/wajdi-mouawad/

Scorched written by Mouawad in 2011, is a testament to the fact that a family can be united and strengthened even after death. Mouawad’s tale takes a twin brother (Simon) and sister (Janine) to their mother’s (Nawal) homeland of Lebanon, after her death, in search of a brother – that they did not know they had and their father – who they thought was dead. Nawal has charged her children with the delivery of a letter to each of their long lost family members. The twins’ journey takes them to a country in civil war, where they uncover their mother’s past as a political activist and prisoner of war.

Our target market for Scorched is (TO BE COMPLETED BY STUDENT)

Our marketing goals for Scorched are to:

increase single ticket sales
improve group sales
increase Café revenues for the November/December time slot

Our key marketing strategies and implementation (TO BE COMPLETED BY STUDENT)

BUSINESS OVERVIEW / SITUATIONAL ANALYSIS

Scorched is the last production in a season of Canadian plays that focus primarily on women and their experience either on Canadian soil or abroad. Studio 275’s market place is Metropolitan Toronto, where live theatre is abundant and competitive. Studio 275 has a niche market in that they produce primarily Canadian plays but are in competition with similar sized companies who also focus on Canadian works. Their reputation in the industry is strong although single ticket sales are low. April can be an easier time slot to sell to students, but there is the challenge of not conflicting with end of term schedules and studying time. Tourism in Toronto is also not high in April, presenting them with further challenges.

The following is a SWOT analysis of Studio 275’s production of Scorched:

STRENGTHS	OPPORTUNITIES
(TO BE COMPLETED BY STUDENT I suggest at least 5 items per section)	(TO BE COMPLETED BY STUDENT I suggest at least 5 items per section)
WEAKNESSES	THREATS
(TO BE COMPLETED BY STUDENT I suggest at least 5 items per section)	(TO BE COMPLETED BY STUDENT I suggest at least 5 items per section)

TARGET MARKET

(TO BE COMPLETED BY STUDENT – Here are some questions to get you going: What market segment would be interested in seeing Scorched? Why? What new market segments might this production be able to bring through the doors of Studio 275?)

GOALS / OBJECTIVES

The marketing goals for Scorched are:

increase single ticket sales for our April performance slot by 8% and attract 50 new patrons in doing so
increase our average group sales of 15 groups per production to 20 groups
increase Café revenues for the April period by 15% over last year

STRATEGIES / IMPLEMENTATION / MEASUREMENT

GOAL 1: Increase single ticket sales for our November performance slot by 8% and attract 50 new patrons in doing so
STRATEGY	IMPLEMENTATION	MEASUREMENT
TO BE COMPLETED BY STUDENT please do 3	TO BE COMPLETED BY STUDENT please do 3	TO BE COMPLETED BY STUDENT please do 3

GOAL 2: Increase our average group sales of 15 groups per production to 20 groups

STRATEGY

IMPLEMENTATION

MEASUREMENT

TO BE COMPLETED BY STUDENT please do 3

GOAL 3: increase Café revenues for the November period by 15% over last year
STRATEGY	IMPLEMENTATION	MEASUREMENT
TO BE COMPLETED BY STUDENT please do 3	TO BE COMPLETED BY STUDENT please do 3	TO BE COMPLETED BY STUDENT please do 3