Monahan, 2015

Sunday Cinema Capitol Centre

Elysia MonahanMarch/April, 2015

Table of ContentsExecutive Summary……………………………………………………………………3

Situation AnalysisProduct Review…………………………………………………………………

4Product

SWOT ..................................................................................................................…...4

Target Market……………………………………………………………….…..5

Competitors………………………………………………………………......….6

Marketplace Review…………………………………………………………….7

Strategic Message PlanProblems and Marketing

Objectives…………………………………………....8New Target

Market……………………………………………………………...8Desired Outcomes….

…………………………………………………………..10Key Appeals to Students….

……………………………………………………10Positioning

……………………………………………………………………..11

Execution StrategyMedia Objectives…..

……………………………………………………………12Media Strategy…..

………………………………………………………………13Specific Media Selections ….

………………………………………………….....14Appeals and Techniques…….

…………………………………………………..16Concepts and

Suggestions………………………………………….......................16Metrics…………………………………………………………………………....

17Budget ………………………………………………………………………...…

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Creative Mock-UpsGolden Ticket

Coupon…………………………………………………………...19Golden Ticket Facebook Clue….

………………………………………………...19 Interior Bus Cards…………………………………………………………...

……20Transit Shelter Backlit Poster……………….….

………………………………...20Golden Ticket Matinee

Poster…………………………………………………...21Sunday Funday

Matinee……………………………………………………...….21Sunday Funday Matinee Flyer….

………………………………………………..22Loyalty Card….

…………………………………………………………………..22Web Alterations….

………………………………………………………………23

Conclusion………………………………………………………………………………24

Appendix

Executive SummaryIntroduction

The following document is an advertising plan for Capitol Centre’s Sunday Cinema. This service provides North Bay with an affordable cinema option by showing newly released films on the projection screen in the Betty Spears Theatre.

Currently, Sunday Cinema is marketed to accommodate the needs of women aged 50 and older. With the start of the new season, Capitol Centre wants to start to attract a more solid student customer base.

Summary

This document details which media avenues and strategies will assist in targeting the secondary audience of students. A Customer Feedback Survey along with a Marketing Research Survey revealed that female students in college are most likely to become paying customers of Sunday Cinema. These methods of secondary research

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also revealed that the major competitors are Galaxy Cinemas and Netflix because of their variety and price.

This advertising plan focuses on the advantages of using print, online, out-of-home and experiential marketing and also promotional coupons and loyalty cards. The overall budget for this entire plan is $300 maximum.

Key BenefitsThe major student benefits of Sunday Cinema highlighted in this document are:

The unique experience provided by this service The overall affordability The ability to affect the movie selection The ability to have a say The location and convenience of the service

The major benefits of this campaign for Sunday Cinema are: To increase overall awareness To increase brand preference To attract new targets

___________________________ ________________________Elysia Monahan DateMarketing Intern

Product ReviewSunday Cinema is a service provided by Capitol Centre on

specific Sunday evenings throughout each month at 7:00pm. This service provides North Bay and surrounding area with an affordable option for viewing films at a cinema while combining the experience with a grand theatre environment in the Betty Spears Theatre. The cost for one movie ticket is $6.00 and popcorn starts at $3.00.

Capitol Centre is partnered with Cecil’s Restaurant which is located on the same block. Customers are able to receive 10% off of their bill if they tell their server that they are attending Sunday Cinema afterwards. Customers can also use their Cecil’s receipt to receive $1.00 off of their movie ticket price.

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SWOT Analysis

Strengths Screen Size New Releases Unique Atmosphere Centrally Located Affordable Price Unique Experience Theatre Size Customer Loyalty

Weaknesses Small Concession Variety Low ROI Singular Screen Low Customer Awareness Irregular Occurrence Lack of Film Selection Minor Online Presence Movies Mostly for 45+ Demographic

Opportunities Rising Competitor Costs Surrounding Institutions Strategic Partners New Services New Markets

Threats Customer Opinions Growing Free Movie Market Limited Public Transportation Intense Competition Volatile Revenue

Target Market ReviewDemographics

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The current audience for Sunday Cinema consists of mostly

women that are 50 years of age or older and the majority of patrons

are residents of North Bay.

Purchasing Habits

The customers that Sunday Cinema is already attracting appear

to be very brand loyal. According to a customer feedback survey from

March 27th 2015, 94% of guests prefer Capitol Centre as their method

of viewing movies over the competition and 100% said they are likely

to return for another Sunday Cinema film (See Appendix).

Customer Perceptions

The current audience feels that their demographic is successfully

being catered to by Sunday Cinema. This includes the movie selection

and genres provided the atmosphere and comfort of the theatre and

undoubtedly, the affordable price for a night out. Customers also enjoy

that there are no previews before the film compared to direct

competitors.

Competitor AnalysisDirect

Galaxy Cinema – Lakeshore Drive, North Bay

Product Strengths Weaknesses/Threats

$9.99 - $12.99- 7 Screens- 4 Real D 3D

Screens

-Wheelchair accessibility

-Hearing Assistance -Established brand

- High price tickets- High price food- Far distance from

central North Bay

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-Variety in films and concession food

-New releases

- Large Crowds

Indirect

Disc Options

Product Strengths/

Opportunities

Weaknesses/Threats

$19.99- DVD- Blu-ray

- Mobility - Ownership- Control over remote- Control over selection

- Smaller screen - Scratched discs- Disappearing market- Customers must

wait for new releases

Netflix

Product Strengths/

Opportunities

Weaknesses/Threats

$8.99- Monthly

subscription - Films and TV Series

- Ability to control- Control over remote- Variety- One time payment- Compatibility variety- Mobility

- Smaller screen- Movie options

become repetitive- Needs internet

connection

Pay-Per-View

Product Strengths/

Opportunities

Weaknesses/Threats

$6.99- Bell- Rogers- Cogeco

- Comfort - Control over remote- Newer releases- One time payment

- Smaller screen- Weather could

disrupt satellite connection

- One time viewing

Online Options

Product Strengths/

Opportunities

Weaknesses/Threats

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$0.00- Downloads- Streaming- Torrents

- Accessible anywhere with WiFi connection - Comfort - Control over remote- Free

- Smaller screen - Takes up data on

CPU- Takes time to

download- Speed depends on

connection- Needs internet

connection

(Figure 1: Market Research Survey results for which movie viewing option specific geographic sections in North Bay choose)

Marketplace Review Capitol Centre’s Current Position in the Market

Problems and Marketing Objectives

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Sunday Cinema is facing two main problems:

1. Potential customers do not know about the service

Marketing Objective #1: Increase Awareness of SC Overall

2. Interested patrons choose competitor options over Capitol Centre

Marketing Objective #2: Increase Brand Preference

3. Patrons that rely on public transit are unable to get home after the film

Marketing Objective #3: Create Convenience for Customers

4. Occurrences are irregularly scheduled

Marketing Objective #4: Increase Awareness of Individual Films

5. Movie selection is limited due to single screen

Marketing Objective #5: Expand Variety of Movie Selection; Allow Patrons to Affect Movie Choice

6. Current customer base is made up of single demographic

Marketing Objective #6: Attract Additional Targets

New Target MarketDemographics

Sunday Cinema is going to appeal to a secondary target

audience as well as the already established primary audience of

women 50+. This new secondary target is made up of the student

population, more specifically females, in North Bay, including Canadore

College students, Nipissing University students and all high school

seniors.

Purchasing Habits

Students in North Bay responded to a marketing research survey

which revealed that the three most important qualities that they look

for when choosing a movie viewing method are; selection, affordability

and convenience.

Current Perceptions

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Students are under the common misconception that there are no

activities in North Bay targeted towards their demographic besides

things that revolve around the party scene and drinking. This means

that there aren’t a lot of options for people that don’t consume alcohol.

There are also many students that are unaware of the Capitol Centre’s

services due to them being new to the area as they start college or

university.

Many people that are aware of the Capitol Centre’s services think

that it is predominantly for senior citizens and children and are

unaware of the price difference compared to the competitors.

Key Insights

Student Type

Personal Centres of Influence

Lifestyle Traits

Connections

University/College(Major Secondary Target)

Sex: Males & FemalesAge: 17 – 25Transportation: Bus, G2/G, ParentsFunds: Self, Family, OSAP/Loans

ColleaguesFriendsFamilyField of StudyTrends

FrugalEntertainment SeekersOpen-MindedMaturingEducatedTrendyHard WorkingSelf-ruledEmployed

FacebookTwitterInstagramYoutubeLinkedInE-mailMobile

High School Seniors(Minor Secondary Target)

Sex: Males & FemalesAge: 17 – 18Transportation: Bus, Parents, G1/G2Funds: Self, Parents/Family

PeersFriendsFamilyTrends

YouthfulFree-SpiritedMalleableExcitableDisposable IncomesApproaching Adulthood

FacebookTwitterInstagramYoutubeMobile

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Desired OutcomesFor Sunday Cinema to:

become a weekend ritual for students

be known as a theatre that provides entertaining films for

multiple age groups

be recognized as the most affordable movie theatre in North Bay

Key Appeals to StudentsSunday Cinema has many benefits for student lifestyles. The

main benefits create features that are desirable for the major secondary target of college and university students.

Frugality

Low costs -ticket: $6.00, small popcorn: $3.00

Discount on Cecil’s meal

Discount on ticket with Cecil’s receipt

Entertainment Seeking

Cecil’s partnership allows for affordable night out

Dinner and show

Experience unique to North Bay

Limited Transportation

Centrally location

Close to transit terminal

Hardworking

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Partnership with Cecil’s and concession stand offers comfort food after a long week

Environment encourages students to relax and recover before the new week begins

Unique way to spend an evening

Positioning Statement #1: “Capitol Centre’s Sunday Cinema provides an

inexpensive film viewing experience inside a performing arts theatre

on the largest screen in North Bay.”

Statement #2: “Capitol Centre’s Sunday Cinema offers an

opportunity to relax and unwind after a long week of working and a

short-lived weekend of playing. Our partnership with Cecil’s Eatery

provides North Bay with a centrally located dinner and movie at an

affordable price.”

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Media ObjectivesOverall Media Objectives Media is to express that student needs are accommodated at

Sunday Cinema Media is to highlight how customers get an experience compared to

other movie viewing options Media is to highlight that Capitol Centre appreciates its current

customer base

Geographic Coverage Use local media to support local sales Place advertising in the downtown area Place advertising on campus’ and residences Place advertising on public transit

Reach/Frequency Increase reach/Optimize frequency

Continuity Scavenger hunt event is to be advertised during the back-to-school

selling season between the end of August, 2015 and into early October, 2015

Matinee is to be advertised throughout the entire academic year between September, 2015 and April, 2016

Voting polls are to be advertised a week ahead of time on a monthly basis

Creative implications All media must display Capitol Centre and Sunday Cinema logos

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All media must include Facebook link, Twitter handle, website address and phone number for box office

All advertising must be full colour

Promotion support Primary media will be supported by student concession combo

discount Primary media will be supported by golden ticket coupon Secondary media will be supported by loyalty card campaign

Trade Communication Provide advertising specifically to reach high school, college and

university students Provide strong communication with patrons in order to understand

which films are most desirable and to allow their opinions on movie selection to be heard

Provide media to specifically reach existing loyal customers

BudgetThe forgoing media objectives are to be accomplished within a working media budget of $300.00 maximum while keeping in mind that this is a service provided by a non-profit organization.

Media Strategy

Primary Media Mix

Target Market Coverage Scheduling

Print

Senior High School students

Canadore College students

Nipissing University students

Downtown North Bay

Online

Campus’

Residences

Frosh Week

September 1st, 2015 – April 17th, 2016

Online Facebook June 1st, 2015

Out-of-Home Residences

Bus Routes

August 25th, 2015 – October 7th, 2015

Experiential Promotion

Canadore/Nipissing campus

September 1st, 2015 – October

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Canadore/Nipissing residences

10th, 2015

Secondary Media Mix

Target Market Coverage Scheduling

Print Promotion Women 50+ Existing customer base

May 1st, 2015 – April 31st, 2016

Provide media support for: Scavenger hunt event in September, 2015 Monthly voting polls Matinee movie occurrences All Sunday Cinema movie showings in 2015 - 2016 Loyalty Card Promotion year-round

Specific Media Selection

Primary Media Mix

Print

PostersWhat: Golden Ticker Scavenger Hunt/Sunday Funday Where: Cecil’s Eatery Dining Room, Canadore/Nipissing residences, lobby of Education Centre, Twitter/Facebook PostsWhen: September 1st, 2015 – April 17th, 2016How Much: Free when printed from Capitol Centre

FlyersWhat: Sunday Funday Matinee Where: Frosh Kits, Twitter/Facebook Posts, Nipissing/Canadore Residences, lobby of Education CentreWhen: September 1st, 2015 – April 17th, 2016How Much: Free when printed from Capitol Centre

Online

Facebook What: Polls to find out which movies patrons would rather seeWhere: Capitol Centre Facebook Profile featuring Poll App https://www.facebook.com/simple.polls?fref=ts

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When: Begins June 1st, 2015How much: Free

Out-Of-Home

North Bay Public Transit AdsWhat: Transit Shelter Backlit Poster (4.5”x5”)Where: Lower Residence Bus Shelter When: August 25th, 2015 – October 7th, 2015How much: $150/month

What: 25 cards Interior Cards – (17”x11”) Where: Campus Special, College/University and Graniteville routes,

College/University ResidencesWhen: August 25th, 2015 – October 7th, 2015How much: $200/month

Experiential Promotion

Golden Ticker Scavenger HuntWhat: Golden Ticket CouponWhere: Canadore College campus and residences, Nipissing University campus and residencesWhen: September 1st, 2015 – October 10th, 2015How much: $17.99 for 50 sheets of gold paper (8.5”x11”)

Secondary Media Mix

Print Promotion

Loyalty CardsWhat: Rewards Points CardWhere: Sunday Cinema, Capitol Centre Box Office on purchase of

tickerWhen: Begins April 26th, 2015How Much: Free when printed from Capitol Centre

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Appeals and TechniquesMedia will use the follow appeals:

Comparative – to focus on the major benefits offered by SC compared to the main competitors; Galaxy Cinema and Netflix

Lifestyle – to influence students to incorporate SC into their weekend rituals

Logical and Social – to emphasize the rational decision to choose SC over other options as their method of enjoying the last night of their weekend

Concepts and SuggestionsMinor Web Alterations

Change “Movies” subheading to “Sunday Cinema”

Add Sunday Cinema logo

Display upcoming movies on Cinemaclock.com well in advance

Use key phrase “Sunday Cinema” for SEO purposes

Student Matinée (Sunday Funday)

Provide student geared films

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Play movie at 3:00pm (at the latest) in order to conveniently accommodate students that rely on public transit for transportation to and from Capitol Centre (Public transit ceases between 5:45pm and 6:30pm on Sundays)

Opinion Poll

Poll consumers to see which movie is most desirable

Use Poll App on Facebook

Include age group question to choose if the chosen movie will be shown as the matinée or as the regular 7:00pm showing

Golden Ticket Scavenger Hunt

Hide “Golden Tickets’ around college and university campuses and residences and also at Cecil’s Eatery

Finding a “Golden Ticket” means receiving a free movie ticket to SC (Must be exchanged for real ticket at box office)

Clues to the golden ticket locations are on the advertisements at residence, on campus, on public transit

MetricsMedia MetricsSecondary Research:Customer Feedback SurveysMarket Research Surveys

Measure Arts Alive growth17 new subscribers (March, 29th - April 1st)

Print:PostersFlyersLoyalty Cards

Inquire where each Golden Ticket Coupon is found

Measure the amount of Golden Ticket Coupons that are found at each location to find most effective geographic reach

Measure the amount of loyalty cards are distributed

After the 4th Sunday Cinema following distribution, begin to measure the rate at which patrons cash in their ‘free movie’

Social Media:FacebookTwitter Opinion Poll

Analyze likes, shares and comments on posts advertising Golden Ticket Scavenger Hunt and Sunday Funday

Observe the number of interactions

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on social media about Sunday Cinema, Golden Ticket Scavenger Hunt and Sunday Funday

Observe poll results to choose films that will attract the most customers

Out-of-Home:Transit Advertisements

When 10 are returned, event is over or can be redistributed and redone

Observe and report the amount of tickets claimed with the Golden Ticket Coupon

Experiential:Golden Ticket Scavenger Hunt PromotionOverall Success of Ad Plan Measure growth in Sunday Cinema

sales Measure growth in Sunday Cinema

attendance

Budgeting

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Golden Ticket Coupon

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Golden Ticket Facebook Clue: Cecil’s Eatery Menu

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Interior Bus Cards

Transit Shelter Backlit Poster

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Golden Ticket Poster

Sunday Funday Matinee Poster

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Sunday Funday Matinee Flyer

Loyalty Card

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Web Alterations Website

Before

After

CinemaClock.com

Before

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After

Facebook Poll

Conclusion

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By following this advertising plan, Capitol Centre will begin

attracting a much larger student demographic to Sunday Cinema

services. There has already been a 17 person increase in subscribers

for Arts Alive just from the secondary research efforts, 8 of which are

students. By making a direct connection with students, spreading

awareness of the benefits provided, Sunday Cinema will be able to

become the preferred method of viewing movies in North Bay.

Thank-you to Dee Adrian, General Manager, and Kate Ricci,

Marketing Manager, for giving me the opportunity to work so closely

with the Capitol Centre and gain this experience in the Marketing and

Advertising field. It has been a pleasure working in this environment

which such a cohesive team of departments.

If there are any questions about this advertising plan or if you are interested in working with me in the future, feel free to contact me:

Elysia Monahan

elysiamonahan@hotmail.com

(705) 238-9928

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