The Wharton Center

1. The Wharton Center Presented By The Marketing Mix

2. Overview • The Wharton Center • Raise Awareness • Incentivize • Customer Retention • Know your competition • Turtle Island String Quartet • The 25th Annual Putnam County Spelling Bee • Royal Philharmonic Orchestra • Alvin Ailey American Dance Theater

3. The Wharton Center

4. Raise Awareness • Student Discount Awareness • Where to Advertise • Post Cards • Stand ups in cafeterias • Book Stores • Restaurants • How to Advertise • Focus on the exceptional existing value • Show discounted savings through comparison

5. Raise Awareness • Student Discount Advertising • Features and Pricing • Quick and easy order process • Good quality printing • Highly competitive pricing • 5000 4x6 Postcards ($95) (Air shipping under $100) • Benefits and Suggested Use • Cheap easy way to issue scheduled dates to students • Residence Halls • Book store bag stuffers • Ticket office giveaways RushFlyers.com

6. Raise Awareness • Hook Students Early • Prime time to host student-targeted shows • By bringing students into the Wharton Center early in the year, they will be more likely to come back • Spartan Spirit • Event at the Breslin Center to show Spartan Spirit and teach incoming freshman the fight song/MSU Cheers. • Sparty, MSU Marching Band, student athletes, and many more community members attend this event. • Sparticipation • 600+ student organizations attend to bring awareness to any student that may be interested in getting involved • Ufest • Activities hosted by UAB events at the Student Union

7. Raise Awareness • Discussion Forum • Forums can enhance the experience while on the internet • Potential show attendees would have the ability to view what other people experienced in a previous show • Customers can stay up-to-date and informed on current events at the Wharton Center

8. Raise Awareness • Be Searchable • Other venues state that their number one source of customers is on the internet • Embrace your website as a means of marketing, advertising, information and sales • When searching for “wharton” on google.com, you are the seventh natural listing • Consider purchasing “wharton” as a paid search term • Make your site more Google-friendly (also consider using Yahoo’s tools for Search Engine Optimization) • https://www.google.com/webmasters/tools/docs/en/about.html • Utilize TicketMaster for all show ticket-sales • Other ticket sales sites include • Tickets.com • Stubhub.com • Ticketsnow.com

9. Raise Awareness • Calendar • Distribute to local communities • List dates & show times of all performances • Can distribute for the calendar year (2008) or in six month increments • Keeps the schedule up-to-date

10. DECEMBER 2007

11. Incentivize • Group Fundraisers • Student groups and other organizations are always interested in fundraisers • Utilize these organizations to do recruiting for your shows • Offer them a pre-determined dollar amount per ticket sold • Specify that the group must sell a minimum number of tickets • This will benefit both you and the student group by bringing in extra business and money

12. Incentivize • “Why Wharton” Campaign • Many students and community members are unaware of the prestige of The Wharton Center • Advertise national rankings of your venue and other prestigious statistics • Create a campaign to compare seeing a Broadway show in New York to seeing one at Wharton • Ticket Price • Accommodations • Transportation

13. Customer Retention • “It costs less to retain a customer than to acquire a new one” • Track who your customers are and what shows they have attended • You will gain customer loyalty if you can contact your customer at a later date and know what show they came to see • Utilize Amazon’s strategy of offering other products that the customer might like • When a customer views a show online, provide links to other shows that they could also consider • This will provide them with options that they may have not realized suited their taste

14. Target Markets Establish a Target Market for each individual show Markets will vary substantially between shows Cater to patrons on an individual level Maximize Potential Capitalize on contacts with prior clientele Use your internet resources Increase the exposure of the Website through advertising Marketability and Efficiency

15. The Turtle Island String Quartet

16. Target Market • Jewish Communities • Shabbat • 150+ students attend weekly Shabbat services • operations@msuhillel.org • Kesher • Union for reform Judaism’s college movement • Reform services are on Friday evenings • Ricky Kamil: kamilfre@msu.edu • Keith Schonberger: schonbe5@msu.edu

17. Target Market, cont… • Koach • Conservative movement college program • Current programs: • Sushi in the Sukkah • Passover Chocolate Sedar • Services are also on Friday evenings • Ilana Ostro: ostroila@msu.edu • Jewish Student Union • Ricky Kamil: kamilfre@msu.edu • Abbey Askotzky: askotzky@msu.edu • Jewish Business Association • Ryan Landau: landaury@msu.edu • Jews in Greek Life • Aaron Schare: schareaa@msu.edu

18. Target Market, cont… • Jewish Women’s Forum • Hilary Greenberg: • greenb56@msu.edu • Mishpocha (LBGTA) • Danny Herriges • herriges@msu.edu • Spartans for Israel • Eric Dropkin • dropkiner@msu.edu

19. Target Market, cont… • Other Cultural Groups on Campus • MRULE (Multi-Racial Unity Living Experience) • C-240 Holden Hall • 517-353-9260 • The Multi-Racial Identity Experience • www.msu.edu/~themix • themix@msu.edu • Spartan Soul • www.msu.edu/~soul1997 • soul1997@msu.edu

20. Royal Philharmonic Orchestra

21. Retirement/Nursing Home Volunteer Experience • Volunteer to plan an evening program for a home, serving dinner and playing sample music by the Royal Philharmonic Orchestra • Sell tickets at the event • Designate a group of students to greet them at their arrival and show them to their seats • Interested Residencies: • Delta Retirement Center (517) 323-6976 Ask for Nancy • Brookdale Senior Living (517) 327-5566 Ask for Madeline • Grandhaven Living Center (517) 485-5966 Ask for Paul, Food Director

22. Alvin Ailey American Dance Theater

23. Target Market • Dance • MSU Dance Team: 248 Jenison Field House
 East Lansing, MI 48824 Phone: (517) 432-7499 • Platinum Dance Academy 1770 E. Grand River East Lansing MI 48823 (517) 712-5887 • Ann’s School of Dance 3320 E Lake Lansing Rd East Lansing MI 48823 (517) 333-1899 • Studio De Danse 1306 Michigan Ave East Lansing MI 48823 (517) 333-4430 • High Schools • East Lansing High School Dance Team 509 Burcham Dr East Lansing, MI 48823 (517) 333-7500 • Okemos High School 2800 Jolly Rd Okemos, MI 48864 (517) 351-7900 • Eastern High School 220 N Pennsylvania Ave Lansing, MI (517) 325-6500

24. Target Market • High Schools, cont… • Everett High School 3900 Stabler St Lansing, MI (517) 325-6600 • Lansing Christian Secondary School 3405 Belle Chase Way Lansing, MI (517) 882-5779 • Lansing Catholic High School 501 Marshall Street Lansing, MI 48912 (517) 267-2100 • Sororities • Alpha Chi Omega 243 Burcham Dr • Delta Gamma 360 N Harrison • Kappa Alpha Theta 303 Oakhill • Kappa Kappa Gamma 605 MAC • Sigma Delta Tau 639 MAC • Zeta Tau Alpha 639 MAC • Alpha Omicron Pi 333 Charles St

25. Target Market • Sororities, cont… • Chi Omega 229 Burcham • Gamma Phi Beta 258 Michigan Ave • Kappa Delta 528 MAC • Pi Beta Phi 343 N. Harrison • Sigma Kappa 518 MAC

26. Thank You! The Marketing Mix