STRATEGIC PLAN FOR THE

ALLIANCE THEATRE

PACE CONSULTING GROUP

SADI HOSSAIN, ASTROON ROBINSON, EMMANUEL WHEAGAR, BILL BURKEY, AMELIA PEREZ

• 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

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

New Technology Tools

Attracting Younger Audiences (Ages 18 – 34)

• Create Alliance on-the-go Mobile App (Alley Theatre, Center Stage, Arena Stage, Berkeley Repertory)

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

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)

Attracting Younger Audiences (Ages 18 – 34)

New Technology Tools

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

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

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

Attracting LGBT Audiences

HOST A PRIDE THEATRE FESTIVAL

• Showcase works of local playwrights

• Offer multicultural theater productions that depict the LGBT community

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

Best Practices Outside of Theatre Industry

• Send membership mailers signed by performers

• Business Cards With Free One-Day Passes

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)

• 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

• Distribute Brochures in Hotels and Restaurants

• Strategic Advertising Campaign in Airports

Attracting People from Outside Midtown Area and Tourists

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)

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