The Who’s Tommy SWOT & Marketing Analysis By: Sydney Patton, Rhiannon Morse, Megan Thorpe, and Sami Exler Everyone

Specific Client Marketing Goal Increase Student Population (not just Point Park students) Increase range of 30-50 year olds Build with Millennial generation Overall, we want “more butts in seats” Sydney

Top 3 Competitors Benedum Center Most well-known theater establishment in Pittsburgh Much bigger than the Playhouse Carnegie Mellon University- Purnell Center of the Arts College students enrolled in similar theater programs Performances running at the same times City Theatre Smaller theater but markets more towards college-age students and millenials Megan

Segmentation Baby Boomer Generation Students Disposable Time Grew up listening to the Who and saw the movie, Tommy Students Children or grandchildren of the Baby Boomers Students who appreciate the arts and want to support their classmates Disposable Time Effects everyone For example: a student Rhiannon

Target Market Primary Target: The Baby Boomers Have a bigger name recognition with the Who Most marketing sources are outside of Point Park anyways Ex. Port Authority Buses Sami

SWOT Analysis: Strengths Free advertisement- performers promote the show Point Park Shuttle Port Authority marketing- flyers on the buses Retro pinball machines in the café outside the theater Partnered with the SAEM club Sydney

SWOT Analysis: Weaknesses Didn’t start marketing till close to opening of the show Location and parking Official PPU social media pages do not market the Playhouse too often Markets more towards COPA students on campus Setup/design of Playhouse could confuse consumers Megan

SWOT Analysis: Opportunities Social Media is strong- use this Flyers and hot cards on Point Park’s campus as well as others Utilize the Globe, WPPJ, and U-View TV Stations (ex. KDKA) can do special features on Playhouse Utilize the cast and crew’s presence on campus- market Rhiannon

SWOT Analysis: Threats Other events taking place at the same time as The Who’s Tommy 2 weeks surrounding Halloween- other specific plans Competition at other performing arts venues Feeding the Dragon at City Theatre Giselle at the Benedum Center, one weekend only (Oct. 28-Oct. 30)- smaller time frame Pittsburgh Symphony Orchestra on strike- cause confusion Sami

Strategic Direction To gain a larger college and millennial (ages 30-50) audience attendance for eight performances, we will strongly push social media and media presence as a whole. Facebook, Twitter, and Instagram posts TV Station features- KDKA, WTAE, WPXI Sydney

Marketing Mix- Product Feature stories about the Playhouse on news stations Example: Interview performers, explore the Playhouse Since Baby Boomers and Millennials watch the news more- special interests can provide a “hit” and help raise awareness to the show Megan

Marketing Mix- Price Baby Boomers: $20 flat rate at box office Compared to the Benedum Center where price and seating fluctuates Aimed towards students: PPU Student Rush tickets are free Regular student tickets are $10 at box office To get students from other universities- propose a 50% off Student Rush ticket for them Rhiannon

Marketing Mix- Placement Increase social media presence, make sure shows are pushed ahead of time Utilize or create a street team to place promotional flyers at locations SAEM Club or freshman COPA “crew” Sami

Marketing Mix- Promotion Flash Mobs Raise outside awareness Elena LaQuatra- Point Park Alum that works for KDKA Connection, could promote her old school Performers walk around on campus in their costumes Giveaway promotion on social media Dinner-and-a-show basket Sydney

Works Cited: David Rowell Pittsburgh Playhouse City Theatre Carnegie Mellon University Benedum Center Classroom Notes Works Cited: