Download The Who*s Tommy

The Who’s Tommy
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SWOT & Marketing Analysis
By: Sydney Patton, Rhiannon Morse, Megan Thorpe, and
Sami Exler
Specific Client Marketing Goal
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Increase Student Population (not just Point Park students)
Increase range of 30-50 year olds
Build with Millennial generation
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Overall, we want “more butts in seats”
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Top 3 Competitors
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Benedum Center
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Carnegie Mellon University- Purnell Center of the Arts
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Most well-known theater establishment in Pittsburgh
Much bigger than the Playhouse
College students enrolled in similar theater programs
Performances running at the same times
City Theatre
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Smaller theater but markets more towards college-age students
and millenials
Segmentation
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Baby Boomer Generation
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Students
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Grew up listening to the Who and saw the movie, Tommy
Children or grandchildren of the Baby Boomers
Students who appreciate the arts and want to support their
classmates
Disposable Time
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Effects everyone
For example: a student
Target Market
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Primary Target: The Baby Boomers
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Have a bigger name recognition with the Who
Most marketing sources are outside of Point Park anyways
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Ex. Port Authority Buses
SWOT Analysis: Strengths
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Free advertisementperformers promote the
show
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Retro pinball
machines in the café
outside the theater
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Partnered with the
SAEM club
Point Park Shuttle
Port Authority marketingflyers on the buses
SWOT Analysis: Weaknesses
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Didn’t start marketing till
close to opening of the
show
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Markets more towards
COPA students on
campus
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Setup/design of
Playhouse could
confuse consumers
Location and parking
Official PPU social media
pages do not market the
Playhouse too often
SWOT Analysis: Opportunities
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Social Media is stronguse this
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Flyers and hot cards on
Point Park’s campus as
well as others
TV Stations (ex.
KDKA) can do special
features on Playhouse
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Utilize the cast and
crew’s presence on
campus- market
Utilize the Globe, WPPJ,
and U-View
SWOT Analysis: Threats
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Other events taking place
at the same time as The
Who’s Tommy
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Giselle at the Benedum
Center, one weekend
only (Oct. 28-Oct. 30)smaller time frame
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Pittsburgh Symphony
Orchestra on strikecause confusion
2 weeks surrounding
Halloween- other specific
plans
Competition at other
performing arts venues
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Feeding the Dragon at
City Theatre
Strategic Direction
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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.
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Facebook, Twitter, and Instagram posts
TV Station features- KDKA, WTAE, WPXI
Marketing Mix- Product
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Feature stories about the Playhouse on news stations
• Example: Interview performers, explore the Playhouse
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Since Baby Boomers and Millennials watch the news morespecial interests can provide a “hit” and help raise
awareness to the show
Marketing Mix- Price
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Baby Boomers: $20 flat rate at box office
Compared to the Benedum Center where price and
seating fluctuates
Aimed towards students:
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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
Marketing Mix- Placement
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Increase social media presence, make sure shows
are pushed ahead of time
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Utilize or create a street team to place promotional
flyers at locations
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SAEM Club or freshman COPA “crew”
Marketing Mix- Promotion
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Flash Mobs
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Elena LaQuatra- Point Park Alum that works for
KDKA
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Raise outside awareness
Connection, could promote her old school
Performers walk around on campus in their costumes
Giveaway promotion on social media
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Dinner-and-a-show basket
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David Rowell
Pittsburgh Playhouse
City Theatre
Carnegie Mellon University
Benedum Center
Classroom Notes
Works Cited: