Analysis: PR Plan - Goals, Objectives, Strategies and Tactics

Goal

Our goal is to gain back the 10% of ticket sales we lost over the last year. We will do this without raising ticket prices and getting people re-interested in seeing movies at the theater.

Objectives

Bring in 10% more revenue then last year

Keep ticket and concession prices at current costs or lower

Bring in additional entertainment options (stand up comedy, closed circuit events, live theater)

Strategies

We will advertise these events and goals through local radio advertising and flyers at local community events.

Show the theaters interest in the community by attending and advertising at community events (farmers market, school events, concerts)

Talk with local live entertainment about setting up community nights.

Hold local film festivals and Film making and critiquing classes.

Tactics

Attend local entertainment in the area and bring in acts that will set the mood and feel for the theater.

Create a unique feel for each theater so people are interested in visiting for the theater not just the movie.

Offer short-term childcare for duration of show.

Offer larger variety of healthy and local options at concession stand

Build a community by offering events where people can mingle and talk as opposed to watching a movie in silence and walking away. (Classes, movie discussion time)

Target Audience

List your three primary audiences, those whom you want to impact through this plan.

People interested in getting involved with the community

People who like movies and want to know more about them

People looking for alternative entertainment but like the comfort of the movie theater.

Key Messages

The movie theater and Hollywood are separate.

We are invested in the Community

We have more to offer then Just movies.

Exploration: Situation Analysis

Hi Class,

This campaign will be a little different because it is for the whole industry and not just one company. I might want to scale back later and focus on one company but for now I am looking at the industry as a whole. The public opinion seems to be pretty low right now. The big concern currently is skyrocketing prices, both for tickets and concessions. There also appears to be little disconnecting in the audiences mind between the movie theater industry and Hollywood. With the way we watch movies at home now it is more important for theaters to provide a service that entices the audience out of their homes.

                With most theater charging over $10 per ticket and at least that much for popcorn and a drink, it becomes a pricey date fast and even worse for a family. When you take into consideration the turnaround time for that same movie to be available for $15.99 on DVD is getting to be right around three months or less, the price doesn’t seem worth it. The customer service has gone downhill too. The ticket and concession lines are long and slow, the cahiers are listless and apathetic, and the fellow movie goer is becoming less considerate. It has gotten to the point where we get at least three cell phone reminders and still hear a phone ringing half way through a movie. Why put up with that when you have a 70 in High definition TV in your living room and the latest Blu-Ray for less than two admission tickets.

                The connection between movie theaters and Hollywood is pretty tight. This is another area where the theater companies might want to re-image. When Hollywood is in a lull and putting out films that aren’t interesting the public theaters suffer. This would be a good time to diversify entertainment options. Many theaters do have some live shows and closed circuit events, but the advertisement is shoddy and rarely reaches the right market. Movie marketing is huge and most big budget films create buzz through many outlets: trailers, actor interviews, web sites, magazines and the list goes on. Theaters need to vary their advertising as well, and promote the theater not the movie.

                With some re imaging and some slight re-structuring of the antiquated business model the theater industry can put the audience back in their seats.

               

Week 1 Practice: Research

Hi Class,

Here is the link for My Power Point for Research.

Thanks
Addicus