Presentation made for my Marketing Research class at the John Molson School of Business. (MARK 491/ Winter 2015)

1. PAUL NGUYEN, KAYLA WEIGENSBERG, STEVE LYBEROPOULOS,
GENEVIÈVE MCCORMICK,JESSICA WEATHERALL,AUDREY LEDUCBY

2. SEGAL CENTRE
Theatre Music MontrealJewish

3. • Low sales due to aging customer base
• Lacking of marketing analytics infrastructure
• Jewish brand perception & confusion
MAIN PROBLEMS
The Segal Centre is currently experiencing the following problems:

4. INTERNAL ANALYSIS
Management
Small teams, understaffed, highly efficient
(Marketing: 4 people, Hospitality: 20 people)
Offerings 6-8 shows per year, all in English
Marketing
Grassroots efforts. Dated mediums such as Print, Radio,
TV. Social media neglected.
Finance Overall increase since 2009. Year-to-year drop since 2013.
Production
Custom, quality, homegrown plays from creation to decor.
Quality control on external plays is a concern.
R&D Nonexistent.

5. EXTERNAL ANALYSIS
Demographics
Canadians 55 or older. Correlation between household
income and attendance. More English speakers.
Competitors
Centaur Theatre
Teesri Duniya, Geordie Productions, Repercussion
Theatre
Technological
Large use of digital media especially for marketing and
promotions. The advent of the Internet (ex: live streams)
Economic
1997-2008: 28% growth in performing arts groups.
Increasing trend towards theatre vs live sports.
Legal
Safeguarding personal information with increase in privacy
concerns. Protection of artists.

6. TRADITIONAL MARKETING
CJAD
English-speaking areas
The Gazette
Proximity Ads (Côte Ste-Catherine, Vendôme, etc.)
Cultural partners
Dedicated PR manager

7. THE MARKET SHARE
55%
26%
10%

8. MAIN COMPETITORS
Centaur Theatre Company
Geordie Productions
Teesri Duniya Theatre
Michel Tremblay’s Contemporary English/French productions
English, Animated & Children classics
South-Asian Theatre company
Repercussion Theatre
Touring classically based production in Canada/Us

9. CONSUMER MOTIVATIONS
Leisure
Escapism
Realism
Physical Comfort
Challenging

10. CONSUMER GROUPS
Traditionalists
Well-informed, high standards & frequent attendance.
Enthusiasts
Younger, less experienced, life-blood of future.
Entertainment Seekers
Older, casual, driven by socialization and happiness.
Dispassionate
Youngest, lowest proportion of audience, threat of substitution.

11. COMPANY
OnlineClientele
• Early Afternoon Sundays
& Tuesday Evenings
• Comedies
• 60+ Females
• English Speakers
• Mostly of Jewish descent
• Colourful & Attractive
• Social Media Presence
• Lack of online metrics
• Lack of paid keywords

12. RECOMMENDATIONS
Targeting baby boomers
Shorter subscriptions
Referral program
Videos, Paid Keywords & Analytics
“For Montrealers, by Montrealers”

13. 4PS OF MARKETING
$
Musicals & Comedies “Checkout as Guest”
Discounts &
Traditional Marketing Status Quo Pricing

14. IMPLEMENTATION: SHORT-TERM
1 - 3 months
Develop referral program
0 - $100
Reinvigorate Social Media Platforms
2(20 x $20/h) or reallocation
Implementation of SEO & Analytics
0 - $100

15. IMPLEMENTATION: SHORT-TERM
6 - 16 Months
Conduct traffic/sales study
$0
Introduce shorter subscription plans
~$5000 - $7,500
Create University & Specialty School Partnership
~$1000 - $3000

16. IMPLEMENTATION: LONG-TERM
24 - 36 Months
Conceptualize & Bring identify-defining/statement play to market
• Estimated cost $2,000,000 - $5,500,000
• Ingredients: Cultural relevance & appealing genre
• Montreal = Jewish
• Candidate: “Bon Cop Bad Cop” adaptation (2006 movie)
• Significant investment of capital
• Acquire right/license
• Potential revenue sharing
• Segal Centre high quality + unique projects
• Media blitz
• Substantially raise ticket prices for expected high demand
• Spread R&D and production costs
• Leverage sponsorship and increased donations

17. SHORT-TERM PROJECTIONS
20%
• Increased focus on highest grossing genres
• Targeting baby boomers & university students
• Flex & half-season subscription plans
• Referral program
rebound towards 2013 sales levels

18. EVALUATION & CONTROL
Advertising Cost by Channel Tracking KPI
Channel Efficiency
Number of impressions per
channel
Sales Monitoring
Tracking ticket sales with
Software (Salesforce, Theatre
Manager, etc)

19. Thank you!
Now it’s time for Q & A