Pace MBA 712: Competitive Business Strategy Project: A Strategic Plan for The Alliance Theatre

2. • Change Programming
• New Technology tools
• New Discount programs
Problem #1: Attracting
Young Audiences
(ages 18 to 34)
• Advertise on local media outlets
• African-American, Hispanic and Lesbian, Gay,
Bisexual, and Transgender (LGBT)
• Strategic Community Alliance
Problem #2: Attracting
Diverse Audiences
• Grassroots Fundraising
• The Corporate Partner Program
• Educate Corporations
Problem #3: Attracting
Potential Donors
(Corporate/Small )
Executive Summary

3. Attracting Younger Audiences (Ages 18 – 34)
Change Programming
• Provide more edgy, daring, contemporary, and
sometimes hilarious productions
• Young adults (25 to 34 years) are concerned with Product
over Price
• In 2012 a survey showed comedy has become
essential to how young men view themselves and
others

4. New Technology Tools
Attracting Younger Audiences (Ages 18 – 34)
• Create Alliance on-the-go Mobile App
(Alley Theatre, Center Stage, Arena Stage, Berkeley Repertory)

5. Create a messaging campaign
• Send promotional texts to current contacts using Eztexting.com
• Eztexting.com allows to sign up for free and offers a free trail for new
companies
- $149/month (3,300 express messages) -
- $94/month (2,000 express messages)
- $49/month (1,000 express messages)
Attracting Younger Audiences (Ages 18 – 34)
New Technology Tools

6. Attracting Younger Audiences (Ages 18 -34)
Pricing Strategy
Pay Your Age Program (Arena Stage)
• Patrons under 30 can get tickets to performances at a discount
rate associated with their age
(i.e. a 22 year old would pay $22 plus fees for their ticket)
Offer $25 tickets to any show for patrons age 25- 35
(Huntington Theatre Company)
Campus night at the Hertz Stage: Tickets are $5, $10, $15, $20
(Berkeley's, Impact Theatre, tickets are $5 and $10)

7. Attracting Younger Audiences (Ages 18 – 34)
New Technology Tools

8. Attracting African-American Audiences
Advertise on local media outlets (Radio & Television)
• Advertise in the African-American
community.
• Newspapers, Magazines,
Radio, Billboards, Social Media
and Television
• Advertise on BET (Black
Entertainment Television)
Source: BET Marketing, 2013

9. Attracting Hispanic Audiences
Community Partnerships
• Major Hispanic groups in Metro Atlanta are Mexicans (65%),
Puerto Ricans (9%), Cubans/Salvadorans (4%), and
Dominicans (3%) *2010 Census
• Host the Annual Compañeros Awards Luncheon
- More than 600 of Atlanta’s most influential community
and business leaders

10. Attracting LGBT Audiences
• Create a “Play after Work” special evening geared to LGBT
community; “Come Out at Alliance ”
• Three nights, offer ticket-holders a pre-show reception to
mix and mingle
• Performance included in package
MIX & MINGLE EVENING

11. Attracting LGBT Audiences
HOST A PRIDE THEATRE FESTIVAL
• Showcase works of local playwrights
• Offer multicultural theater productions that depict the
LGBT community

12. Best Practices Outside Theatrical Industry
• Newseum, Washington D.C.
• Free Admission for Kids
• Field Museum, Chicago, IL
• Offers Membership Cards
• Attract Youth Through Social Network
• Boys & Girls Club of America (BGCA)
• Annual BGCA Week
• Recruitment
• Referrals

13. Best Practices Outside of Theatre Industry
•Send membership mailers signed by performers
•Business Cards With Free One-Day Passes

14. Attracting Board Members
• Recommendations from board members of their friends or
associates in the community (Arena Stage)
• Create a Young Professionals board (Steppenwolf Theatre
Company)
• Promote principles of green energy (Berkeley Repertory
Theatre)

15. • Bring a Friend Program
• Grassroots Fundraising (Starting from $5.00)
– Using Alliance Website
– Using Email Campaign
– Using Text Messaging Campaign
• The Corporate Partner Program (Steppenwolf Theatre)
Individual Patrons and Additional Donors

16. • Distribute Brochures in Hotels and Restaurants
• Strategic Advertising Campaign in Airports
Attracting People from Outside Midtown Area and Tourists

17. Suggestions to Promote Alliance
• Host annual Military Thanksgiving event (Arena
Stage)
• Host annual Distinguished Women in the Arts
Luncheon (Steppenwolf Theatre Company)
• Offer review nights for community agency directors
and leaders (Huntington theatre)

18. Conclusion
• Provide more edgy, daring, contemporary, and sometimes hilarious
productions.
• Create Alliance on-the-go Mobile App
• Pay Your Age Program
• Create a “Play after Work” special evening geared to LGBT community.
“Come Out at Alliance ”
• Host the Annual Compañeros Awards Luncheon
• Social Media Fundraising