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

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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

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