sayre theatre

By: Carly Moore

Overview

• Established in 1914 in Sayre, PA• Operated by BCRAC

– Bradford County Regional Arts Council– Mission: “to promote arts and culture in our

region”• Maintained by 15 employees

– Manager: Marge Ross• Live Shows/Movies

Branding Strategy

• Brand Position– Small theatre– Offers great service– Low prices

• Brand Promise– Values customers– Family

SWOT AnalysisStrengths Weaknesses

Opportunities Threats

•Service•Management

•Customer Loyalty/Relationships•Comfortable atmosphere•Preserving local culture

•Lots of volunteers/help/staff

•Small variety of movies/performances•Few showing times•Lack of Technology

•Technological Advances-Website improvement

-Equipment

•Less business due to larger theatres

•Lack of donations/volunteer help•Prices of food products rising

•Ticket sales may continue to rise

Why the Sayre Theatre?

• Holds a lot of history• Gives back to local community

– Fundraisers• Place for families

Core Problem

• Non-Profit Organization– Not enough advertising for

the Sayre Theatre

• Relies heavily on marquee and website

• People aren’t aware of shows/events– Results in poor ticket sales

Advertising Budget

• Spends $800-$1,000 a month• Can get discounts on local radio & newspaper

ads

Ad Type Media Outlet

Ad Size Cost Per Run

Frequency Campaign Schedule

Total

Newspaper

(print)

The Morning

Times

3 ½” x 2” page ad

$86 (a month)

1 a day (MWF)

1 year (every other

month)

$516

Brochure Direct mail, local

businesses

5 ½“ x 8 ½“

page ad->

Once a Year Once a Year

$150

Radio 102.1 FMThe Choice

:30 single voice

$40 (a

month)

2 x per dayMWF

1 year $480

Total: $1,146

Core Message

• Message– Comfortable atmosphere– Small-town feel – Family Oriented

• Target Customer– Families

• Parents• Children• Extended families

Radio Ad

• Single Voice, :30 radio ad featuring on 102.1 FM- The Choice– Joel Clawson (The Choice radio personality, sounding

excited/happy): Bring your family! Bring your friends! The Sayre Theatre offers the Valley great movies and shows at an affordable price with always-reliable service. Come take a look at local culture and art through the Sayre Theatre. There’s always something to see at the Sayre! Located on South Elmer Ave in Sayre. 570-882-9000, that’s 570-882-9000. The Sayre Theatre, your family’s theatre!

Newspaper Ad

Sayre Theatre

“The home for local arts and culture”

South Elmer AveSayre, PA

(570) 882-9000

Thank you for keeping the Sayre Theatre the Valley’s number one theatre! Enjoy great movies and great service with your friends

and family.

Evaluation

• Ticket Sales– Increase in sales over a year?

• Survey– How did the customer hear about Sayre?

end!