PAUL NGUYEN, KAYLA WEIGENSBERG, STEVE LYBEROPOULOS,

GENEVIÈVE MCCORMICK,JESSICA WEATHERALL,AUDREY LEDUCBY

SEGAL CENTRE

Theatre Music MontrealJewish

• Low sales due to aging customer base

• Lacking of marketing analytics infrastructure

• Jewish brand perception & confusion

MAIN PROBLEMS

The Segal Centre is currently experiencing the following problems:

INTERNAL ANALYSIS

ManagementSmall teams, understaffed, highly efficient

(Marketing: 4 people, Hospitality: 20 people)

Offerings 6-8 shows per year, all in English

MarketingGrassroots efforts. Dated mediums such as Print, Radio,

TV. Social media neglected.

Finance Overall increase since 2009. Year-to-year drop since 2013.

ProductionCustom, quality, homegrown plays from creation to decor.

Quality control on external plays is a concern.

R&D Nonexistent.

EXTERNAL ANALYSIS

DemographicsCanadians 55 or older. Correlation between household

income and attendance. More English speakers.

CompetitorsCentaur Theatre

Teesri Duniya, Geordie Productions, Repercussion

Theatre

TechnologicalLarge use of digital media especially for marketing and

promotions. The advent of the Internet (ex: live streams)

Economic1997-2008: 28% growth in performing arts groups.

Increasing trend towards theatre vs live sports.

LegalSafeguarding personal information with increase in privacy

concerns. Protection of artists.

TRADITIONAL MARKETING

CJAD

English-speaking areas

The Gazette

Proximity Ads (Côte Ste-Catherine, Vendôme, etc.)

Cultural partnersDedicated PR manager

THE MARKET SHARE

55%26%

10%

MAIN COMPETITORS

Centaur Theatre Company

Geordie Productions

Teesri Duniya Theatre

Michel Tremblay’s Contemporary English/French productions

English, Animated & Children classics

South-Asian Theatre company

Repercussion Theatre

Touring classically based production in Canada/Us

CONSUMER MOTIVATIONS

Leisure

Escapism

Realism

Physical Comfort

Challenging

CONSUMER GROUPS

Traditionalists

Well-informed, high standards & frequent attendance.

Enthusiasts

Younger, less experienced, life-blood of future.

Entertainment Seekers

Older, casual, driven by socialization and happiness.

DispassionateYoungest, lowest proportion of audience, threat of substitution.

COMPANY

OnlineClientele

• Early Afternoon Sundays

& Tuesday Evenings

• Comedies

• 60+ Females

• English Speakers

• Mostly of Jewish descent

• Colourful & Attractive

• Social Media Presence

• Lack of online metrics

• Lack of paid keywords

RECOMMENDATIONS

Targeting baby boomers

Shorter subscriptions

Referral program

Videos, Paid Keywords & Analytics

“For Montrealers, by Montrealers”

4PS OF MARKETING

$

Musicals & Comedies “Checkout as Guest”

Discounts &

Traditional Marketing Status Quo Pricing

IMPLEMENTATION: SHORT-TERM

1 - 3 months

Develop referral program

0 - $100

Reinvigorate Social Media Platforms

2(20 x $20/h) or reallocation

Implementation of SEO & Analytics

0 - $100

IMPLEMENTATION: SHORT-TERM

6 - 16 Months

Conduct traffic/sales study

$0

Introduce shorter subscription plans

~$5000 - $7,500

Create University & Specialty School Partnership

~$1000 - $3000

IMPLEMENTATION: LONG-TERM

24 - 36 Months

Conceptualize & Bring identify-defining/statement play to market

• Estimated cost $2,000,000 - $5,500,000

• Ingredients: Cultural relevance & appealing genre

• Montreal = Jewish

• Candidate: “Bon Cop Bad Cop” adaptation (2006 movie)

• Significant investment of capital

• Acquire right/license

• Potential revenue sharing

• Segal Centre high quality + unique projects

• Media blitz

• Substantially raise ticket prices for expected high demand

• Spread R&D and production costs

• Leverage sponsorship and increased donations

SHORT-TERM PROJECTIONS

20%

• Increased focus on highest grossing genres

• Targeting baby boomers & university students

• Flex & half-season subscription plans

• Referral program

rebound towards 2013 sales levels

EVALUATION & CONTROL

Advertising Cost by Channel Tracking KPI

Channel EfficiencyNumber of impressions per

channel

Sales Monitoring

Tracking ticket sales with

Software (Salesforce, Theatre

Manager, etc)

Thank you!

Now it’s time for Q & A