[PAML] Case study: Arena Theatre Company

Marketing issues

Arena focuses on high-calibre work for young audiences. The company's program of products was designed specifically to communicate with the company's strong school audience base as well as with presenters and sponsors. The aim was to draw audiences to theatre from accessible and wide-reaching media such as radio, cinema and television.

PANACEA drew record attendance from the education sector; attained playlist status for its audio CD on three Victorian radio stations, was included in three broadcast pieces on free to air, and was a finalist in the ATOM awards for best multimedia product in the education sector. The video recording of the performance was awarded the 1999 international award for Best Work Produced for Young People in the prestigious ASSETEIJ International Presidents Award.

Marketing narrative

Arena's artistic profile is one of a company producing music theatre for young audiences both in schools and in theatre. The 1998 production of PANACEA targeted the 16-25 age group, and was performed for both schools and the general public. This required separate marketing pitches for the education sector and the general public. The CD ROM, Website and teachers' notes were specifically designed to add value to the performance itself. The teachers' notes were designed to assist in student-teacher discussion about the performance. These materials also helped the company maintain its strong dialogue with teachers and students who form the base of their audience.

The company adopted a different approach in marketing to the general public. Arena's greatest hurdle in this respect is to convince the public that its work differs from traditional theatre. To realise this aim Arena chose to promote PANACEA in cinemas and on radio as a way of demonstrating the cinematic quality of the work and its contemporary soundtrack. The documentary and promotional video were also used to promote this aspect of the work, and in addition they served to advance the company profile to presenters and sponsors, and to advocate high-calibre work for young audiences.

Marketing plan

ARENA THEATRE COMPANY

BRAND

Arena Theatre Company

bold; contemporary; original; young; techno; alternative theatre

POSITION

Producer of contemporary multimedia performances for young adults. Performing in theatre across Victoria, Australia and overseas

COMPETITORS

Video Games; Television; Pubs; Sport; Cinema; Subsidised University Events; Music Concerts

TARGET MARKETS

Audio CD

Primary: young adults aged 16-25; non-mainstream radio listeners
Secondary: Presenters; Producers; Funding Partners

Documentary

Primary: 16-25 attendees of live performance
Secondary: Presenters; Producers; Funding Partners

Cinema Advertisement

Primary: arthouse cinema audiences aged 20-25
Secondary: Presenters

Website

Primary: Australian secondary students

Promotional Video

Primary: Presenters; Producers; Funding Partners

PRODUCT OBJECTIVES

CD ROM

To demonstrate and promote collaborative processes of making work.
To advocate high calibre theatre for young audiences

Documentary

To promote multidisciplined style of work
To promote success of PANACEA.
To advocate high calibre theatre for young audiences
To encourage audiences to attend live performance
To consolidate brand

Promotional Video

To procure future seasons of PANACEA
To procure and secure funding relationships

Audio CD

To inform target audience of contemporary musical style of PANACEA production

Cinema Advertisement

To promote cinematic theatrical production in cinema environment
To glean audiences for alternative theatre from arthouse cinema

Website / Teachers' Notes

To expand application of PANACEA in teaching environments
To foster dialogue between Arena and target audience

DISTRIBUTION MECHANISMS

CD ROM

direct mail through the Web; newsletters and educational conferences

Documentary

broadband delivery (SWIFT Digital Media Services - video on demand, free to air, cable; Web; cinema

Audio CD

radio; direct sales; point of sales - venues ; Web; direct mail

Cinema Advertisement

cinema; free to air; cable; Web

Promotional Video

direct mail; broadband delivery; Web; free to air; cable

Website/Teachers' Notes

direct mail; Web; newsletters; educational conferences