Power Point Art Theater
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  • Rose
  • Rose
  • Rose
  • RoseOther notes:• recessed economy is driving target market to cheaper alternatives (Beverly & Savoy Theaters)
  • RoseSanford Hess – New Owner
  • Rose• Wants to operate a theater that people will choose to come to regardless of what’s playing• Movies that aren’t blockbusters  challenge viewers and their way of thinking • Energizing? Encouraging people to share their experiences and thoughts of the movie and experience
  • RoseGroundswell inspired Post Analysis…
  • JJPeople• University of Illinois undergraduate and graduate students• Age range: 18 – 26• 31,209 undergraduate students• 10,709 graduate students• 53% Men • 47% Women• 26.5% of the freshman class in 2009 is comprised of the African American, Asian American, Latino/a, and Native American populations• Students from all 50 states and 118 countries• Centrally located between Chicago, Indianapolis, and St. Louis
  • JJPeople: Technology Habits:• laptop ownership has increased from 65.4-88.3%• greater numbers of males (53.8%) than females (25.4%) perceived that they are early adopters or innovators in regard to technology adoption• respondents reported spending 21.3 hrs/week, on average, doing online activities for school, work and recreation• Almost all respondents used the college/university library website (94.6%), presentation software (ppt etc) (93.8%), social networking sites (facebook, myspace, etc) (90.3%) and text messaging (89.8%)• 8 out of 10 students considered themselves very skilled or expert in their ability to search the internet effectively and efficiently • http://net.educause.edu/ir/library/pdf/ers0906/rs/ERS0906w.pdf (pg. 41)• 40.8% of the US 18-24 population have a facebook http://www.istrategylabs.com/2009/01/2009-facebook-demographics-and-statistics-report-276-growth-in-35-54-year-old-users/• 22% use twitter• Of the 22% that do use Twitter: • 85 percent follow friends • 54 percent follow celebrities • 29 percent follow family • 29 percent follow companies – • http://www.marketingpilgrim.com/2009/05/99-of-18-24-year-olds-on-social-media-but-only-22-use-twitter.html• Their current behavior is dead on with their desired behavior. Since college students are constantly meeting new people and using online resources for class work, they frequent sites like google.com, facebook.com, wiki sites and other social mediasource: http://net.educause.edu/ir/library/pdf/ers0906/rs/ERS0906w.pdf ”
  • JJPeople: Technology Habits:• 38% of Generation Y has an iPhone
  • JJSTRATEGY• Increase overall brand awareness• Start the conversation among college students to get them talking about the art theatre• Increase online interaction – talking• Connect existing customers with potential customers by use of WOM/sharing – energize
  • JJ"Use the groundswell to spread messages about your company. Choose this goal if you're ready to extend your current digital marketing initiatives (banner ads, search ads, email) to a more interactive channel."
  • JJEnergizing: "Find your most enthusiastic customers, and use the groundswell to supercharge the power of their word of mouth. This works best for companies that know they have brand enthusiasts to energize."
  • JJCurrent Technology Objectives• Increase number of visitors to thecuart.com by 50%• Increase Facebook fans to 1500 in 3 months
  • JJNew Technology Objectives• Increase Twitter fans to 200 in 3 months• Increase YouTube channel views to 100 in 3 months• Increase number of visitors to blog by 50%•Increase amount of video responses to trailers to 2/video
  • MCTechnology – blog•25% of 18-29 report blogging• Linked to website to increase traffic•Theater will update with content about new movie releases with description and trailer link
•Updates about last movie showings, special offers, and upcoming movies with dates
•Late Night Movies with descriptions, reviews, and prices
•Weekly movie schedules
  • MCScreenshot > Link to Blog
  • MCTracking: Blog•Theater will use Google Analytics to track success of blog
•# of views
•Bounce Rate
•Average time on site
•% of new visits
•Direct Traffic
•Referring sites (Twitter, Facebook) (energizing)
  • MCTechnology: Twitter•22% of the US population 18-24 uses Twitter
• Of those 22%, 29% follow companies
• Theater will tweet about movie schedule for each day
•Notify followers of new releases or special offers
•Employees and loyal customers will re-tweet movie schedules to increase awareness (energizing)
•Encourages word-of-mouth by followers re-tweeting or mentioning Art Theater in plans (talking & energizing)
  • MCTwitter: Screen Shot > link to Twitter Feed
  • MCTracking: Twitter• # of people following Twitter account
• # of lists
• # of re-tweets
• # of times company is mentioned on Twitter
• TweetBeep (http://tweetbeep.com/)
• Keeps track of whose talking about your company, website, or blog
  • BDTechnology: YouTube:•70% of YouTube users are from the USA
•50% of YouTube users are under 20 years old
•Theater will upload trailers of all films: showing & upcoming
•Video descriptions will provide information about showing of the film at The Art Theater
•Users are able to like/dislike, comment & share the video (talking & energizing)
•Encourages word-of-mouth and sharing with friends (talking & energizing)Source: http://www.pakblogger.com/10-interesting-facts-about-youtube
  • BDYouTube Screen Shot > Link to website
  • BDTracking: YouTube•views of each video
• ratings (likes/dislikes) of each video
•number of comments for each video•total channel views
•total upload views
•# of subscribers to channel
•where visitors come from to view the video (built-in)
  • BDTechnology Habits:•38% of gen Y has an iPhone/iPod touch
•need app similar to Fandago just for The Art Theater
•features current and upcoming film descriptions
•can watch movie trailers directly from app (playing from YouTube account)
•option to rate each film after viewing
•full schedule for all films in upcoming weeks
•links to Facebook, Twitter, and YouTube account
  • BDRecommendation: RSS Feed•provide a feed with press releases about upcoming films
•make post on Sundays about upcoming week’s schedule
•press releases about special events
•if using Google Reader, when user shares feed with friends – can spread message about The Art Theater (talking)
  • BDOverall Evaluation•if after several months we find that these social media outlets are not growing as much as we had hoped…
•suggest running local TV spot in Champaign/Urbana
•local radio spot
•ads in the Daily Illini and dailyillini.com
•post flyers around campus in high-traffic areas
•partners with RSOs or Greek life for special events at the theater

Power Point Art Theater Presentation Transcript

  • 1. Art Theater
    The Art Theater
    Strategic Plan
    Meghan Clinnin, BrittanyDeterding,
    Jennifer Janci, Rose Osial
  • 2. Outline
    • Background
    • 3. People
    • 4. Strategy
    • 5. Goals
    • 6. Objectives
    • 7. Technology & Implementation
    • 8. Tracking
    • 9. Further Recommendations
    • 10. Overall Evaluation
    • 11. References
  • Background
    • Downtown Champaign
    • 12. Locally owned/operated
    • 13. Opened in 1916
  • Why the Art Theater?
    • Minimal online presence
    • 14. Getting the offline  online
  • New Owner
    = New Opportunities
  • 15.
  • 16. P.O.S.T. Analysis
  • 17. People
    • UIUC Undergrads and Grads
    • Ages 18 – 26
  • 18. People: Tech. Habits
    • Approximately 88.3% own laptops
    • 19. 21.3 hrs/week doing online activities for school, work, recreation
    • 20. 90.3% use social networking sites (Facebook, MySpace, etc.)
  • People: Tech. Habits
    38% of Generation Y has an iPhone
  • 21. Strategy
    • Increase overall brand awareness
    • 22. Start the conversation
    • 23. Increase online interaction [talking]
    • 24. Connect existing customers with potential customer [energizing]
  • Goal: Talking
  • 25. Goal: Energizing
  • 26. Objectives: Current Technology
    • Increase number of visitors to thecuart.com by 50%
    • Increase Facebook fans to 1500 in 3 months
  • 27. Objectives: New Technology
    • Increase Twitter fans to 200 in 3 months
    • Increase YouTube channel views to 100 in 3 months
    • Increase number of visitors to blog by 50%
    • Increase amount of video responses to trailers to 2/video
  • 28. Technology: Blog
    • 25% of 18-29 report blogging
    • 29. Linked to website to increase traffic
    • 30. Theater will update with content
    • 31. Frequent updates
    • 32. Late Night
    • 33. Weekly movie schedules
  • Implementation: Blog
  • 34. Tracking: Blog
  • 35. Technology: Twitter
    • 22% of the US population 18-24 uses Twitter
    • 36. Many follow companies
    • 37. Tweet about movie schedules
    • 38. Notify followers of new releases or special offers
    • 39. Energizing
    • 40. Talking
  • Implementation: Twitter
  • 41. Tracking: Twitter
  • 42. Technology: YouTube
    • 70% from USA
    • 43. Half over 20 years old
    • 44. Theater will upload trailers of all films: showing & upcoming
    • 45. Video descriptions will provide information about showings
    • 46. Option to like/dislike, comment & share the video
    • 47. Encourages word-of-mouth and sharing with friends
  • Implementation: YouTube
  • 48. Tracking: YouTube
    • Views
    • 49. Ratings
    • 50. Comments
    • 51. Total channel views
    • 52. Total upload views
    • 53. Number of subscribers
    • 54. Where visitors come from to view the video (built-in)
  • Recommendation: iPhone App
    • Similar to Fandango - for The Art Theater
• Current and upcoming films
• View trailers from app (from YouTube)
• Can rate each film after viewing
• Full schedule for all upcoming films
• links to Facebook, Twitter, and YouTube
  • 55. Recommendation: RSS Feed
    • provide a feed with press releases about upcoming films
• make post on Sundays about upcoming week’s schedule
• press releases about special events
• Using Google Reader, user can share feedw/ friends (talking)
  • 56. Overall Evaluation
    • If social media fails:
 • Local TV spots
 • Local radio spot
 • Daily Illini
    • Dailyillini.com
 • Flyers
 • Partner with RSOs
    • Partner with Greek life
  • 57. References
    http://www.thecuart.com
    http://www.flickr.com
    http://www.pakblogger.com/10-interesting-facts-about-youtube
    http://net.educause.edu/ir/library/pdf/ers0906/rs/ERS0906w.pdf
    http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx?r=1
    http://www.marketingpilgrim.com/2009/05/99-of-18-24-year-olds-on-social-media-but-only-22-use-twitter.html
  • 58. Thanks.
    Questions?