NYID | management | marketing | production

Marketing issues

Marketing narrative

Marketing plan

NYID produced a 52-minute satirical docu-drama called UnMaking Of, based on the acclaimed theatrical performance The Austral/Asian Post-Cartoon: Sports Edition, devised and performed by NYID. The company aimed to promote their unique performance style in accessible media such as television. Success in this field would enable the company to move from street theatre, to in-theatre, to broadcast media depending on the subject matter of the performance.

Marketing narrative

The primary aim of NYID's docudrama lay in exploring the processes of making work. The philosophy behind NYID's work involves the presentation of the performers as the subject sites of investigation. The form of the presentations has been likened to theatrical interviews, or a kind of live docudrama. The performance in The UnMaking of provides television audiences with the experience of NYID's working process. Rather than the standard recording of performance the documentary seeks to explore theatre in a visual environment receptive to the codes of television.

Marketing plan

NYID
BRAND	alternative; physical; satirical; hip; performance theatre
POSITION	Leading Australian performance theatre group, performing in-theatre multidisciplined productions and street theatre across Australia.
COMPETITORS	street theatre, fringe theatre, bars, clubs, cinema
TARGET MARKET	18-35 yr olds attendees of live performance
PRODUCT OBJECTIVES	To gain greater exposure for NYID To achieve mainstream recognition for work by utilising accessible mediums such as broadcast. To increase levels of funding and audience attendences for live and broadcast performances.
DISTRIBUTION MECHANISMS	Web; broadband (SWIFT video on demand); free to air; cable