1. Times and conditions
change so rapidly that we
must keep our aim
constantly focused on the
future.
-Walt Disney

3. Meet Scottie Dog!

4. What we are talking
about today….
Why you should care!
Current situation…
Competitors…ooh scary!
Consumer analysis – fun!
Campaign objectives and
Recommendations!

5. Why should you care?
1. It’s in our definition

7. Why should you care?
1. It’s in our definition
2. We made an investment

8. Students taking THT 204
0
5
10
15
20
25
30
35
40
45
50
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

9. Why should you care?
1. It’s in our definition
2. We made an investment
3. The theatre department
is growing

10. Main competitors

14. Why should you care?
1. It’s in our definition
2. We made an investment
3. The theatre department
is growing
4. The time is now

15. You just finished your first
section!

16. So what do we
have to offer?

21. • Theatre Studies Major, Theatre
Minor, Teacher Licensure
• Elective Classes
• Two professors
• Two performance spaces

22. You just finished your second
section!

23. Competitor Analysis

24. • Clarence Brown Theatre
• Bachelor of Arts in Theatre
• Acting, Costuming Design, Scenic
Design, Lighting Design
• 20 Resident Professors
• Three Performance Spaces

25. • Two performance spaces
• 12 Faculty Members
• Theatre Major, Theatre Minor, Drama
Major, Speech Minor
• Encourages Liberal Arts Environment

26. • Two Performance Spaces
• 16 Professors
• Bachelor of Science in Theatre
• Teacher Licensure, Minor in Theatre,
Entertainment Arts Design, Dance

27. • Three performance spaces
• 17 Professors
• Bachelor of Arts
• Bachelor of Fine Arts
• Directing, Performance, Production
Design, Theatre Education

28. • 7 Professors
• Two performance venues
• Pat Cronin
• Theatre Major, Theatre Minor, Dance
Minor

29. Key Insights
• Film studies
• Two performance spaces
• Large faculty
• Updated Facebook and Twitter pages
• Audition day at Belmont

30. You just finished another
section!

31. Consumer Analysis
Tennessee Promise
Primary Survey Research
Two Target Markets identified
• “Driven transfers”
• Suggested – “Drama Nerds”

36. Community
“It’s a small and intimate community of talented individuals”

37. Opportunity
“Opportunity and Support”

38. If you could change anything…
• More shows/musicals
• More faculty
• More community bonding

39. You just finished another
section!

40. Campaign objectives
• Raise brand awareness by May 2016
• Increase website/facebook traffic by
50%
• Change theatre curriculum
• Recruit 5 outstanding students each
year (drama nerds and driven
transfers)
• Maintain budget of 0$
• Create partnership with PSTCC

41. Raise Brand Awareness
Change website layout and design
• Include links to the facilities page,
degree programs, CCA page,
facebook, twitter, Instagram, auditions
page, mission statement, APO
• URLs that encourage Sitelinks
• Have running production list
• Update website information

42. Raise Brand Awareness

43. Change Theatre Curriculum

45. Audition Day

46. Theatre Admissions Intern
• Tasked with:
• Updating website
• Attending theatre events
• Coordinating tours
• Post regularly on FB and Twitter
• Speak with PSTCC students

47. Assessment
• Website traffic increase of 50%
• Website update complete by May
2016
• Increase Facebook likes from 400 to
600, and posts 3 times per week in
dead times
• Increase Twitter followers from 76 to
114
• 5 students recruited

48. Strategic Plan
• Short term – Intern hiring,
Curriculum change
• Mid term – Hire Theatre Faculty
member
• Long term – Produce musical
every year

49. What now?

50. You just finished the
presentation!!!

51. If I could do it over…
• Concept testing of “community” and
“opportunity” branding
• Focus group with high school
students
• Access point of theatre website
• Identified potential in current students

52. Thanks for listening!