The document provides an overview of developing a marketing plan, including conducting a situation analysis, identifying target customer segments, and creating objectives and strategies. It discusses analyzing the current situation including the mission/vision and SWOT analysis. Key points include identifying customer insights through research, prioritizing target segments, and creating SMARTER objectives and matching marketing strategies and tactics.

1. March 2010 ARE YOU TALKING TO ME? Session II: Developing A Marketing Plan – Analysis and Objectives

2. Marketing Plans Strategic Marketing Plan 1-3 years Organizational focus Marketing the brand, not just a production Learning Circle 2010

3. Marketing Plans Promotional Marketing Plan Short term Outreach, PR, advertising Marketing one season/event Combination Plan Learning Circle 2010

4. Basic Plan Outline Executive Summary Current Situation Objectives/Goals Marketing Financial Long-term vs. short-term Strategies and Tactics Tactics/Timetables Budgets (time and $) Measurement/Controls Learning Circle 2010

5. Learning Circle 2010 Current Situation Mission/vision Marketing SWOT Internal trends and issues Outside trends, e.g., economy Customer insights

6. Learning Circle 2010 Current Situation Mission statement Required for 501(c)(3) What you do Where you do it How you do it Whom you serve

7. Learning Circle 2010 Current Situation Vision statement Not required Projects 3-5 years forward Presents desired future state May include types of programs, geographic reach, types of people served…or not

8. Learning Circle 2010 Situation Analysis Mission/vision − Is is clear? − Is there consensus? − Strategic plan?

9. Learning Circle 2010 Situation Analysis The SWOT (Strengths, Opportunities, Weaknesses, Threats) Participation trends Internal trends and issues Marketing effectiveness Outside trends, e.g., economy The competition

10. The SWOT Purpose: To align marketing strategy with larger goals of the organization Overlaps with strategic planning Learning Circle 2010

11. The Competition Other groups like you Other entertainment and leisure activities Life responsibilities, e.g., family care Snowbirds Learning Circle 2010

12. The Competition What are competitors’ strengths and weaknesses? What can you do better? How does your brand image compare (content and quality)? Learning Circle 2010

13. SWOT Learning Circle 2010 Strengths Weaknesses Opportunities Threats

14. Examples of Strengths Organizational characteristics: Proven high quality(reviews) Consensus on brand Well-known leader/artists Unique offering Fabulous venue Learning Circle 2010

15. Examples of Weaknesses Organizational issues: Lack of consistent venues Brand confusion, outdated collateral Lack of name recognition Lack of marketing time/personnel Learning Circle 2010

16. Examples of Opportunities External issues: Potential target segments Untapped communications channels New venue partnership New funding source Learning Circle 2010

17. Examples of Threats External issues: Venue change New competitor(s) Changing neighborhood Shrinking review opportunities Learning Circle 2010

18. Group Exercise SWOT Learning Circle 2010

19. Learning Circle 2010 Customer Insights Who are your stakeholders? Who could become your stakeholders? What do they need and want? How do you reach them? Are you prepared to meet their needs and wants?

20. Sources of Audience Information National/regional arts studies Internal database and records Audience surveys - stats Observation Informal interviews - the “why” Focus groups - the “ why” Learning Circle 2010

21. Sources of Information Research Sources Rand, Pew, Wallace, NEA, NEH Arts & Business Council of Chicago US Census Local economic development groups Local media www.artsmarketing.org League of Chicago Theaters Learning Circle 2010

22. Your Stakeholders Customer surveys (print/online) Quantitative (numerical) results Uncover attendance patterns, demographics, obstacles, other interests and marketing possibilities Use info to identify current and potential segments Learning Circle 2010

23. Your Stakeholders Customer focus groups Qualitative (verbal) results Explore perceptions of a particular program or marketing collateral Need to include all relevant customer segments Learning Circle 2010

24. Your Stakeholders Tips Collect surveys from other orgs Survey with the end in mind Shorter survey = more responses Steppenwolf 60-second survey Rank options w/words, not # Incentives = more responses Need representative samples Online and in-person Learning Circle 2010

25. Your Stakeholders Tips How will you compile and analyze it? BVAs, Arts Work, AEW resources may be available to assist Learning Circle 2010

26. Who Are Your Customers/Prospects? The Customer Segment Concept Categories of customers Drive decisions to expand current segments or target new ones Understand the wants and needs of each segment Create strategies and tactics for reaching priority segments Learning Circle 2010

27. Who Are Your Customers/Prospects? In the past… Age, income, gender, race, family status Mass marketing Learning Circle 2010

28. Who Are Your Customers/Prospects? The Two Margies Learning Circle 2010 Margy A Margy B Income $$$ Income $$$ White White Likes Shakespeare Likes Shakespeare North Shore North Shore Has kids Has kids

29. Who Are Your Customers/Prospects? The Two Margies Learning Circle 2010 Margy A Margy B Adventurous Prefers known quantity Loves language Desires social prestige Any seat is fine Wants the best

30. Who Are Your Customers/Prospects? Can segment by… Demographics Frequency of attendance Related interests Psychographics (ideology, values, beliefs, attitudes) Motivations and preferences Race Geography Family status Learning Circle 2010

31. Who Are Your Customers/Prospects? Common segments: Connoisseurs Curious Loyalists Locals Urban/Suburban All Arts, All the Time Occasionals Learning Circle 2010

32. Who Are Your Customers/Prospects? Level of cultural consumption: Heavy users (18+ events annually) Medium users (12 events annually) Light users (3-5 events annually) Non-users Learning Circle 2010

33. Who Are Your Customers/Prospects? Loyalty level: One-time attendees Multiple/repeat attendees Subscribers/members Group attendees Future attendees Leaning Circle 2110

34. Who Are Your Customers/Prospects? Psychographics Ideology, values, beliefs, attitudes Behaviors Motivation for participation Factors that drive arts attendance/participation Learning Circle 2010

35. Why Attend? Examples of Benefits Love the artist/work Prestigious venue/org Convenience – parking, transportation, accessibility Convenience – near home, near restaurants and coffee shops Price is right Tickets available at last minute Invited by friends/invited my friends Date night Learning Circle 2010

36. Why Not? Barriers The particular work is too unfamiliar The work is a chestnut The art/artist/activity is unfamiliar Inconvenient – lack of train or parking Inconvenient – lack of babysitter Fear of being the only one “like me” Venue/neighborhood is scary Venue/neighborhood is too institutional I hate Ticketmaster Competing interests Learning Circle 2010

37. Prioritizing the Segments Potential size Potential value Ease of overcoming barriers Ease of communication – how will you reach them? Learning Circle 2010

38. Prioritizing the Segments Pursue more of the segment you have? Target additional segments? Learning Circle 2010

39. Exercise Segments Brainstorm Learning Circle 2010

40. Creating Your Plan Current Situation Objectives/Goals Marketing Financial Long-term vs short-term Strategies and Tactics Action Items/Timetables Budgets Measurement/Controls Arts & Business Council 2004

41. Movement Foundation Thoughts? Learning Circle 2010

42. SMARTER Marketing Objectives Learning Circle 2010 S pecific: Be precise about what you are going to achieve. M easurable: Quantify your objectives A chievable: Are you attempting too much? R ealistic: Do you have the resources to make it happen? T imely: State when you will achieve the objective. E xtending: Will this drive the organization into the future? R ewarding: Make them meaningful to staff and volunteers

43. Learning Circle 2010 Tips Plan should suit your needs + time and resources available Focus on clarity Include elements useful to you Complexity is optional BUT – action items and timeline make it effective

44. Learning Circle 2010 Goals vs Objectives Can use one or the other or both Must use consistently Objectives – may be broad Goals – may be specific and include a measurement OR, use objectives that include a measure Plan should have 4-7 goals/objectives

45. Learning Circle 2010 Example Objectives Increase single ticket sales by x% Strengthen loyalty/engagement of current audience Create and sustain awareness of new program X Reinvigorate our brand and brand image

46. Learning Circle 2010 Strategies & Tactics Strategies: How you plan to accomplish your objectives The overall design or program for achieving goals/objectives Tactics: Specific actions to implement the strategies

47. Learning Circle 2010 Exercise What are your objectives?

48. Learning Circle 2010 Marketing Mix The P’s and/or the C’s P’s: Product Price Place Promotion Physical Evidence Persistence People And possibly Process

49. Learning Circle 2010 But You’re Different Product defined by mission Price subsidized Place is problematic Physical evidence is problematic Promotion, Persistence, People, Process are same for any org

50. Learning Circle Marketing Mix C’s: Customer Solution Convenience Cost-Effectiveness Communications

51. Learning Circle 2010 Marketing Mix Marketing Actions: Programming choices Venues Add-on activities New/different benefits Partnerships and Collaborations

52. Learning Circle 2010 Marketing Communications Awareness Trial Repeat Subscription Enticing Sticky Tactics for example only Web Online Search Posters Newspaper Viral Objective Listings/reviews E-mail Facebook/Twitter Promotions In-theater E-mail Facebook/Twitter Promotions Listings/reviews E-mail Facebook/Twitter Promotions In-venue

53. Learning Circle 2010 Example FY11 Marketing Objectives Objective Increase ticket sales by X percent Segment Adult amateur classical musicians Strategy Partner with amateur adult music groups and schools Tactic/Action Solicit list exchanges Solicit program ad exchanges Solicit group sales/exclusive offer for specific group (add social aspect?) Create promo flyer PDF tailored per group Solicit contact info from participants

54. Learning Circle 2010 Marketing is Investment Expense = costs $$ Investment = generates $$ Marketing is an investment Return = tickets sold, funds raised, # of new participants How much revenue does your postcard need to generate to break even? How much to produce a positive return?

55. Learning Circle 2010 Homework