Abstract
Team Alliance initial objective is to focus on the key points that would help us gain more knowledge regarding the motivations and decision-making processes of the Alliance Theatre's 18-35 year old target market. Currently, Alliance Theatre's patrons are composed of 35-50 years old, more females than male. The wide age gap made us decide to divide the proposed target market, and they are the 18-25 segments and the 26-35 segment. We gathered quantitative and qualitative information from our surveys to make the research more efficient (see Appendix B). In addition, we compared the males and females because it allowed us to be more specific in our target market's needs, motivations, and other important factors that may affect their decision-making processes on how they spend their free time. According to the data we have gathered from our respondents, 10% of our population has decided not to provide information regarding their sex. However, we realized that the main issue was that the two segments of our target market have little or no awareness of the Alliance Theater.
We have reached to our specific objectives: to increase awareness of the Alliance Theater by 15%, and to increase attendance to the Alliance Theater by 10%, both by the end of the year. We will do this through our promotional message: "The Alliance Theatre provides a fun, affordable, and convenient entertainment experience to young adults and rising professionals." This message will be applicable to any of the future events and shows at the Alliance Theater. In our Integrated Marketing Communications Plan, we are utilizing both inexpensive traditional and nontraditional marketing, such as giveaways including hats, shirts, and cups during promotional events and after each show featuring the company's logo. We will use the media, through print, audio, television, and Web-based, for more detailed information and image presentation of the Alliance Theater. The promotional message will be applied to all forms of marketing for consistency. For immediate response, we will monitor our specific objectives through providing survey questionnaires and comment cards to the audience together with the giveaways to increase participation after each show and events.
