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.

MAC IN ACTION

Redefining the Harris Theater

Lilliana Esquivel Dana Huestis Liz Sacks Erin Sherwood Bo Wang

Our Mission

Harris asked us to increase subscription and single ticket sales as well as increase awareness.

We chose to accept this Mission

Where are we? Why are we there?

Are we getting there?

Where could we be?

How could we get there?

• 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

Where are we? The Situation

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”

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

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

The Consumer

Primary CompetitorsLyric Opera

ChicagoSymphonyOrchestra

Primary Competitors

Auditorium Theatre

Primary Competitors

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

Key Problems

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).

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.

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

Primary TargetInfrequent 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

Secondary TargetNew Users

How are we going to get

there?

Harris redefines the performing arts in Chicago

How are we going to get

there?Key Idea

True Motivating

Distinct

Redefining the Performing Arts in Chicago

Established with the vision of overcoming the elitist social divisions associated with the Chicago Symphony, Art Institute and Lyric Opera.

- Joan Harris (Founder)

True

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

Motivating

Positioned as a unpretentious and nontraditional performing arts venue.

Distinct

Through this new marketing campaign for Harris Theater, theobjectives 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

Where could we be? Marketing 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.

Communications Objectives

Infrequent Users:

Increase multiple ticket purchases by 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.

Communications Objectives

Convince targets that Harris is not pretentious because it is a nontraditional theater where

everyone will feel comfortable.

Communications Strategy

• Rational Benefit: to be entertained

• Emotional Benefit: feel cultured, yet comfortable

• Self Expressed Benefit: sense of community/feeling a sense of belonging

Communications Rationale

How could we get there?

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”

Media Objectives

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.

Media Strategy

Phase One Main Effort

• Print Advertisement• Ambient• PR release• Direct email campaign• Online banner advertisement• Social Media• Social Media Press Release

July - September

Harris Theater “Step Into the Spotlight”

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”

Screen capture Facebook / Twitter

Contact Information:

Harris Theater; Betsy SheaPhone/Skype#312-334-2459bshea@harristheaterchicago.orghttp://www.harristheaterchicago.org

MAC In Action; Liz SacksPhone/Skype#312-214-2500lsacks@macinaction.comhttp://www.MACinAction.com

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.

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 23 rd, 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 Presents “Step into the Spotlight” RSS Feed

“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

Add us to Del.icio.us

Harris Theater Presents: Step into the SpotlightA search for emerging talent throughout Chicago

Add us to Facebook

Everyone has a little Simon in them

Harris Theater PresentsStep Into The Spotlight

Log on now to Facebook: Harris TheaterFor details

Print

Banner Ad

“Step Into the Spotlight”

It’s your chance to shine! Log on now to Facebook: Harris Theater

For details

Print

Theatergoers Grab This Season By the Horns

Harris Theater Presents “Step Into the Spotlight”Log on now to Facebook for official details

Banner Ads

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.

Radio

Ambient

• Events• Print Advertisement• Out of Home• PR release• Direct Mail• Online banner advertisement• Social Media

Phase Two Build Brand Identity

September- April

EventsCocktails & CulturePrimary 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

Harris TheaterRedefining the Performing Arts

Reality

Harris TheaterRedefining the Performing Arts

Perception

Print

www.harristheaterchicago.org

Perception

Experience Harris Theater As It Redefines the Performing Artswww.harristheaterchicago.org

Perception Reality

Perception Reality

Banner Ads

Who says Cocktails & Culture Don’t Mix? Harris Theater Presents Cocktails & Culture

205 E Randolph DriveChicago, IL

www.harristheaterchicago.org / Facebook: Harris Theater

Print

Banner Ad

EventsBackstage Burgers & BeerSecondary Target “Young Chicago Urbanites”• Friday night Harris performance 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 – directemail campaign, program booklets, Facebook page, posters, direct mail,brochures, and website.

Harris Theater Presents Backstage Burgers & Beer205 E Randolph Drive

Chicago, ILwww.harristheaterchicago.org / Facebook: Harris Theater

Print

An All American Meal at the Theater?

An All American Meal at the Theater?

Banner Ad

Direct Email “Thank You”

Performance Information

DateTime

Get Your Tickets Today!!!

www.harristheaterchicago.org

Harris Theater Presents

Kathleen Battle

Out of Home Advertising

Harris TheaterRedefining the

Performing Arts

Perception

Reality

Harris TheaterRedefining the Performing Arts

Who says Cocktails

& Culture Don’t Mix?

Who says Cocktails & Culture Don’t Mix?

Harris Theater Presents Culture & Cocktails

205 E Randolph Drivewww.harristheaterchicago.org /

Facebook: Harris Theater

Bloggers such as: “Chicago Theatre Blog”, Chicago Reader “The Blog”, ChicagoTribune “Theatre Loop”, “An Angry White Guy in Chicago”, “From the Ledge”,ChicagoNow “Off Broadway in Chicago”

Websites with bloggers/ specialized staff writers: Metromix, Explore Chicago,Centerstage Chicago, Concierge Preferred, Chicagoist

Public Relations

Public RelationsCocktails & Culture Architecture Tour: • ArtSlant• The Chicago Art Blog• Architecture Chicago Plus• The Chicago Architecture Blog

Public RelationsBackstage Burgers and Beer: • ChiTown Beer• Gapers Block• Radio Free Chicago

CHITOWN BEERChicago’s brews news & reviews.

Social MediaFacebook

Added over 100 million users in less than 9 months, if it were a country it would be the World’s 4th largest, more

then 1.5 million pieces of content are shared on Facebook daily. (Social Media Revolution, 2009).

Harris Main Page

Harris - Best in Dance Page

Harris - Best in Music Page

Social MediaTwitter

Social MediaTwitter

$15,000 in Direct mail = 200 new customers$7,500 in Billboard = 300 new customers$0 on Twitter = 1, 800 new customers(Socialnomics09, 20009)

InterestHow interested are

people in Harris Theater

ActionWhat actions that

matter from a business perspective do people take as a result of your

campaign?

AttitudeWhat attitudes do people hold about

Harris Theater

Figure 1.3 Triad of Measurement (Marc van Bree, 2009).

Are we getting there? How to Measure

InterestHow interested are

people in Harris Theater

78% of consumers trust peer recommendations, only 14% trust advertisements (Socialnomics09, 2009).

Interest will be measured by page views, who is in the online community. This is based on both their demographics and psychographics (Marc van Bree, 2009).

Are we getting there? How to Measure

Attitude will be measured by conversation that the online community is engaging in, and how often they are engaging.

We will also pay attention to the focus of the online community.

Are we getting there?

AttitudeWhat attitudes do people hold about

Harris Theater

How to Measure

Are we getting there?

ActionWhat actions that

matter from a business perspective do people take as a

result of your campaign?

Action will be measured through participation in the online community.

Another way to measure action will be in the number of single ticket sales along with subscriptions sold in the 2010/2011 season (Marc van Bree, 2009).

How to Measure

Budget

Events …………………………………………………………………………. $43,340

Metromix.com daily banner ads ………………………………….. $37,000

Bus stops outside Harris Theater ………………………………….. $32,016

Radio For Heavy Up ……………………………………………………….$12,670

Chicago Reader daily print ……………………………………………. $8,480

Chicago Magazine 1/3 print ($4,437) ……………………………. $8,874

Today’s Chicago Woman 1/3 print ($1,975) ………………….. $3,950

Direct mail Holiday campaign ………………………………………. $2,900

Ambient bus poster printout x4 …………………………………… $770

Estimated total: $150,000

MAC in Action would like to thank you for this presentation opportunity. We enjoyed working on this presentation and we hope that our IMC campaign will help you achieve your goals for the 2010/2011 season at the Harris.

Any Questions?