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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!