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Lilliana Esquivel  Dana Huestis  Liz Sacks  Erin Sherwood  Bo Wang

Lilliana Esquivel  Dana Huestis  Liz Sacks  Erin Sherwood  Bo Wang . In today’s society everyone is contained within their “own” world…. With our IMC plan, we will focus on bringing these separate worlds into one single community. Redefining the Harris Theater. MAC IN ACTION .

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Lilliana Esquivel  Dana Huestis  Liz Sacks  Erin Sherwood  Bo Wang

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  1. Lilliana Esquivel  Dana Huestis  Liz Sacks  Erin Sherwood  Bo Wang

  2. In today’s society everyone is contained within their “own” world…

  3. With our IMC plan, we will focus on bringing these separate worlds into one single community.

  4. Redefining the Harris Theater MAC IN ACTION Lilliana Esquivel  Dana Huestis  Liz Sacks  Erin Sherwood  Bo Wang

  5. Our Mission Harris asked us to increase subscription and single ticket sales as well as increase awareness. We chose to accept this Mission

  6. Where are we? Why are we there? Are we getting there? Where could we be? How could we get there?

  7. The Situation Where are we? • The Chicago arts market is highly saturated • High interest in the arts – over 60% attended live arts events in 2002 (Dykes & Ives, 2006) • Increase in Chicago ticket sales, decrease in national average • Broadway shows – more highly publicized • Experimental Theater / Improv • Decrease in entertainment news coverage

  8. The Consumer Primary Research • Decisions based more on individual performers/performances, rather than loyalty to the venue itself • Ticket purchase process • Participation barrier Consumer Perception Quotes • “Modern” • “Intimate” • “Eclectic” • “Great Acoustics”

  9. The Consumer Primary Research • 1/3 of survey respondents used social media as a way to search for performances • 1/2 of survey respondents decide on performances based upon family/ friend’s recommendations • 60% of survey respondents would choose to purchase subscriptions based on programming • 45% of survey respondents purchase tickets two-three weeks prior to a specific performance

  10. The Consumer Secondary Research • The average Chicago arts patron is 50 years-old, plus there has been a decline in arts attendance over the years (NEA). In order to build sales, younger patrons, especially those 35-45 can provide an opportunity to establish a new consumer base. • Participation barriers • Motivation • Internal • External

  11. Primary Competitors Lyric Opera

  12. Primary Competitors ChicagoSymphony Orchestra

  13. Primary Competitors Auditorium Theatre

  14. Key Problems Why are we there? • Relatively new performing arts venue does not have the same level of recognition as its established competitors • No clear brand identity • Confusion over Harris Presents versus repertoire companies • Smaller subscription base as compared to other established music and dance theaters • Subscriber benefits are not as extensive as other key competitors

  15. Key Insights • The performing arts are perceived to be elitist and intimidating for younger new users (Scheff Bernstein, 2007). • Barriers for attendees of all types appear to be lack of time, high ticket prices and lack of a spouse/peer interest (Vitale, 2003). • Theater attendees base their decisions on the individual performers/performances rather than loyalty to venue (Primary Research).

  16. Opportunities • Position the performing arts as a form of entertainment for new users. • Build a strong online community allowing infrequent users to connect with one another. • Instead of specific big name performers, encourage infrequent users and young new users to consider the Harris Theater as an option for a night out.

  17. Primary Target Infrequent Users • Meet Roxanne the Savvy Arts Enthusiast • Age: 38 • Address: 365 N. Main Street, Evanston, IL • Relationship Status : Divorced • Education: B.S. in Finance • Employment: Chase Bank/Financial Analyst • Usage: Previous attendee of the Harris Theater, CSO, Lyric, Auditorium • Likes: Cultural Events • Dislikes: Attending social events alone

  18. Secondary Target New Users • Meet Marcus the Young Chicago Urbanite • Age: 33 • Address: 1559 N. Milwaukee , Bucktown, Chicago • Relationship Status : Single • Education: B.A in Graphic Design • Employment: Graphic Designer at BXChicago • Usage: never attended the Harris; exposed to arts as a child • Likes: Galleries, Museums, Live Concerts • Dislikes: Highbrow events

  19. How are we going to get there?

  20. How are we going to get there? Key Idea Harris redefines the performing arts in Chicago

  21. Redefining the Performing Arts in Chicago True Motivating Distinct

  22. True Established with the vision of overcoming the elitist social divisions associated with the Chicago Symphony, Art Institute and Lyric Opera. - Joan Harris (Founder)

  23. Motivating Breaks down participation barriers and allows people to experience the theater.

  24. Distinct Positioned as a unpretentious and nontraditional performing arts venue.

  25. Where could we be? Marketing Objectives Through this new marketing campaign for Harris Theater, the objectives are: • Increase sales by 3% for 2010/2011 Season • Single ticket sales by multiples – 2nd tier events through September & May • Subscriptions by 3% in July & August • Promote trial among new users • Engage previous users to reconnect

  26. Communications Objectives New Users: To spread new news to establish the Harris as non-traditional and welcoming. It’s not your “Grandma’s Opera”.Research shows that there is a participation barrier with the performing arts. For new users, there is the perception that the experience is pretentious.

  27. Communications Objectives Infrequent Users: Increase multiple ticket purchasesby reminding consumers that Harris is a social community, a place where you can feel like you belong. Research shows that performing arts attendees may be intimidated to attend events alone and base their ticket buying decisions on specific performers rather than venues. We will establish Harris as a comfortable and social community environment showcasing a full calendar of emerging talent.

  28. Communications Strategy Convince targets that Harris is not pretentious because it is a nontraditional theater where everyone will feel comfortable.

  29. Communications Rationale • Rational Benefit: to be entertained • Emotional Benefit: feel cultured, yet comfortable • Self Expressed Benefit: sense of community/feeling a sense of belonging

  30. How could we get there? Media Objectives To stand apart – we will host events specifically catered to our primary and secondary target throughout the season. We will continue to use traditional media such as press releases, print advertisements, and radio. The use of direct emails, ambient advertising, and out of home advertising will be used in ways to engage consumers, increase sales as well as increase retention rates. To engage targets where they “live”

  31. Media Strategy Our kick-off event will be used to create excitement and buzz prior to the season, with events throughout the season to add value. Promote through mediums where the city’s 25-54 year-olds, who are culturally and socially active, seek out events taking place. The combination of magazines and web has shown to drive stronger purchase intent. PR campaign to push content through Chicago bloggers, in addition to traditional PR campaign. We will incorporate multiple fronts in social networking.

  32. Phase One Main Effort Harris Theater “Step Into the Spotlight”

  33. Main Event • Kick-off event to redefine the performing arts • Chicago-area musicians & dancers submit audition videos to be posted on Harris Facebook page • Harris Facebook fans step into programming shoes and vote for the top 5 performers to compete live at Harris for a chance to become the opening act of the 1st show of the season “Step Into the Spotlight”

  34. Screen capture Facebook / Twitter

  35. Harris Theater Presents: Step into the Spotlight A search for emerging talent throughout Chicago Harris Theater; Betsy Shea Phone/Skype#312-334-2459 bshea@harristheaterchicago.org http://www.harristheaterchicago.org MAC In Action; Liz Sacks Phone/Skype#312-214-2500 lsacks@macinaction.com http://www.MACinAction.com Add us to Del.icio.us Contact Information: Add us to Facebook • Core News Facts • July 18th – August 21st: Undiscovered Chicago-area dancers and musicians, ages 18 and over, are eligible to submit Harris a 2-minute audition tape highlighting their talent • Video clips will be posted on Harris’ Facebook page where for the week of August 23rd, Harris’ Facebook fans are eligible to vote on their favorite performance • The top five performers will perform at Harris live on September 10th for the Harris Presents: Step into the Spotlight final competition. • Judges will choose a winner to open for one of Harris’ upcoming performances • The show will end with after-party celebration on Harris’ rooftop terrace • For more information, visit: www.harristheaterchicago.org or find Harris on Facebook. “Harris Theater has truly redefined the performing arts. I’m ecstatic to see the talent that emerges to participate in this event”. – Francis Sadac Blogger of From the Ledge Harris Theater Presents “Step into the Spotlight” RSS Feed Opened in 2003, the Harris Theater’s mission is to partner and collaborate with an array of Chicago’s emerging and mid-sized performing arts organizations to help them build the resources and infrastructure necessary to achieve artistic growth and long-term organizational sustainability. The Harris Theater for Music and Dance was the first multi-use performing arts venue to be built in the Chicago downtown area since 1929 and today the Theater continues to host the most diverse offerings of any venue in Chicago, featuring the city’s world-renowned music and dance institutions and the Harris Theater Presents series of acclaimed national and international companies. To learn more about the season at the Harris Theater, visit www.harristheaterchicago.org or call the box office at 312-334-7777 to request a brochure.

  36. Print Everyone has a little Simon in them Harris Theater Presents Step Into The Spotlight Log on now to Facebook: Harris Theater For details

  37. Banner Ad

  38. Print “Step Into the Spotlight” It’s your chance to shine! Log on now to Facebook: Harris Theater For details

  39. Banner Ads Theatergoers Grab This Season By the Horns Harris Theater Presents “Step Into the Spotlight” Log on now to Facebook for official details

  40. Radio Sample radio ad: Chicago, it’s your chance to “Step Into the Spotlight”! Harris Theater, your home for the latest music and dance, is looking for its newest performers. All you need to tryout is a two minute video showcasing your talents. Our Facebook fans will be the judge of who has what it takes to compete live at Harris to win a spot as opening act for our very first show of the season. Visit us on Facebook and find out more.

  41. Ambient

  42. Phase Two Build Brand Identity • Events • Print Advertisement • Out of Home • PR release • Direct Mail • Online banner advertisement • Social Media September- April

  43. Events Cocktails & Culture Primary Target “Savvy Arts Enthusiasts” • Events which will occur a few times during the season • Adds value for subscription holders • Enrich the in-house experience of the Harris Example: Cocktails & Culture Architecture Tour: • Architectural tour of the Harris Theater provided by a volunteer from the Chicago Architecture Foundation (CAF). • Meet and chat with the performers and enjoy some wine/appetizers • Partner with Chicago Wine Club & Park Grill

  44. Print Harris Theater Redefining the Performing Arts Perception Reality Harris Theater Redefining the Performing Arts www.harristheaterchicago.org

  45. Banner Ads Perception Reality Perception Perception Reality Experience Harris Theater As It Redefines the Performing Arts www.harristheaterchicago.org

  46. Print Who says Cocktails & Culture Don’t Mix? Harris Theater Presents Cocktails & Culture 205 E Randolph Drive Chicago, IL www.harristheaterchicago.org / Facebook: Harris Theater

  47. Banner Ad

  48. Events Backstage Burgers & Beer Secondary Target “Young Chicago Urbanites” • Friday night Harrisperformance followed by burgers & beer • Meet & greet with the performers • Video screenings of “Day in the Life” of the performers • Photos from the event will be posted onto the Harris Facebook Harris Theater will offer Park Grill signage on all of the following – direct email campaign, program booklets, Facebook page, posters, direct mail, brochures, and website.

  49. Print An All American Meal at the Theater? Harris Theater Presents Backstage Burgers & Beer 205 E Randolph Drive Chicago, IL www.harristheaterchicago.org / Facebook: Harris Theater

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