Ian Brown

Francine Gutierrez

Melissa Lloyd

Meagan O’Donnell

1

Table of Contents

Executive Summary 2

Situation Analysis 3

SWOT Analysis 4

Problems and Opportunities 5

Market and Competitive Analysis 6

Target Market Profile 7

Marketing Objective 8

Communication Objectives 9

Key Selling Idea 10

Media Strategies 11

Tactics 12

Media Calendar 13

Budget 14

Conclusion 15

APPENDIX

News Release 16

Radio Ad 17

L Stop Billboard 18

Turnstile Design 19

Twitter 20

Facebook Posts 21

Evaluation 22-24

References 25

2

Executive Summary

The Second City is one of Chicago’s leading live entertainment venues as comedic

entertainment. Their comedic style and brand emphasizes “an ensemble, not the individual

performer; improvisation rather than a written routine; sketches instead of jokes; and intellectual

rather than slapstick humor,” and has created success in both their alumni and ticket sales

(Rohter). Overall, the brand and heritage of Second City has not failed nor have they strayed

from consumers’ minds since their opening over 50 years ago.

Although Second City currently has an excellent capacity of 90-95% (their 40 year-old

and up clientele creating a greater presence) as well as a number of positive reviews, their

problem lies in bringing in more 21-30 year-old Chicago-land consumers and keeping this

audience coming back. We created this campaign in order to improve upon this situation. Our

goal is to reinforce Second City’s brand in the minds of this clientele so it creates a lasting

impression their mind and to continue to reach this target and keep bringing them in for years to

come.

In order to achieve this goal, we created this campaign and have highlighted numerous

methods of reaching this desired target, including communication through social media,

traditional and alternative advertising, and methods of communicating to reinforce their brand as

a unique experience they will want to come back to. This plan book will further discuss different

insights and communication strategies and how they can contribute to Second City’s success

now and in the future.

3

Situation Analysis

Economic Trends: 13% of the population chose a live entertainment show in 2010. 2.6% of the

population attended a show only one time a month that same year ("Table 1240. Adult

Participation in Selected Leisure Activities by Frequency: 2010). The rate of unemployment has

created different spending trends for consumers. 89% of young 20-30 year-olds are impacted

daily by the economy: 51% reduce spending on entertainment, 34% reduce spending on gifts and

groceries (Generation opportunity, 2012).

Growing Market: Currently, the millennial generation exceeds the baby boomer generation 79-

million to 76-million. These millennials are expected to surpass the boomers by 22-million by

the year 2030, at which point they will be economically stable (Millennials: Young, Broke, and

Spending on Luxury, 2012).

Brand Expansion Opportunities: Millennials are purchasing brands based on their authenticity

and how genuine they are. They prefer brands of which they can have “authentic dialog” with,

which in short, gains their trust and their interest (Are retailers reaching consumers, 2012). They

are influenced by the brand name, loyal to brands, and influenced by the immediate pleasure that

comes from spending. This often means that they prefer to make impulse decisions ("Why

Millennials Are Spending More Than They Earn, And Parents Are Footing The Bill, 2012).

Location and Income Trends: Lincoln Park has a median age of 33.98, median income of

$77,100, and 57.03% of the community has a bachelors or higher. Old Town has a median age of

31.84, median house hold income of $85,685, and a 75-80% population that has a bachelor’s

degree or higher. Lake View has a median age of 41.66, median household income of $135,310,

and has a 65-75% of its population holding a bachelor’s degree or higher. Boys town/ North

Halsted has a median age of 32.8, median household income of $65,000, 66.7% of the population

has a bachelor’s degree or higher, and their 3 largest age groups are combined to be ages 20-34.

Wicker Park has a median age of 294, median household income of $65-70k, and 60% of the

population has a bachelor’s degree or higher. Buck town’s median age is 29.24, median

household income is $43,076, and 40% of the population has a bachelor’s degree or higher.

Logan square has a median age of 31, median household income of $37, 298, and 41% of its

population is over the age of 21.

4

SWOT Analysis

Strengths

90-95% capacity

Excellent brand

Reputation

Weaknesses

21-30 year old audience

Interactive social media

Consistent advertising

Threats

Seasonal events

Local theaters

Seasonal sports

Opportunities

Social media awareness

Strengthen brand

Expand target markets

5

Problems and Opportunities Problems

o Weak 21-30 year-old audience attendance

o Few new members attend Second City

o Weak presence through website and social media

o Live comedic entertainment isn’t the first choice of entertainment for target audience

Opportunities

o Increase attendance of 21-30 year-olds

o Expand brand to new consumers through communication outlets

o Create a stronger reflection of the brand through online presence

o Create brand loyalty with Millennial generation

6

Market Analysis

The biggest names in comedic entertainment include Second City, Steppenwolf, iO,

Zanies, Laugh Factory, Underground Theater, and The Playground Theater.

Other sources of comedic entertainment include the internet, television and cinema.

The most reliant audience members include tourists and repeat customers to live

entertainment venues.

Because of the current economy, consumers have budgeted their spending by spending

less or cutting out spending on live comedic entertainment.

It is easier and cheaper to enjoy this kind of entertainment through the internet, television

and cinema.

Competitive Analysis

Other Comedy Clubs

o Steppenwolf

o iO

o Zanies

o Laugh Factory

o Underground Theater

o The Playground Theater

Other Ticketed Events

o Local sports games, playoffs, etc. (Seasonal)

o Broadway shows

o Festivals

The Internet

o Funny or Die, College Humor, and My Damn Channel.

o Second City currently has 59,000,000 views on their YouTube channel whereas

College Humor, for example, has 1,692,795,012 channel views.

Television and Cinema

7

Target Market Profile

Demographics:

Who: Male and Females of ages 21-30- Millennial Generation

Location: Reside in the Chicago land area

Average Income: ($25,000- $45,000) Working and have discretionary income

Status: Single, couples, or families

Psychographics:

Nightlife entertainment

Parents looking to get out

Tired of the bar scene and seeking for another form of entertainment

Looking for new memorable experience

Disposable Income

Part Time comedy classes

Never Attend Second City

Have only attended a Second City show once

8

Marketing Objectives

- To increase the attendance of younger demographic audience members between the ages of 21

and 30 years old by 5%.

- To maintain current customers and build a stronger relationship with them.

- Increase social media interaction by 10%.

Rationale for Marketing Objectives

Our marketing objectives are based on the key problems, opportunities, and insights that Second

City currently obtains. There are a number of people in the Chicago land area that are not well

aware of Second City. In addition, there are people who have neglected to acknowledge this idea

option for entertainment Chicago has to offer. Our objectives can be reached by utilizing various

tactics and by using social media to effectively reach our target audience. We aim to make

Second City the ideal option for entertainment.

As technology is increasing, and the millennial generation grows with it, the use of social media

is at an all-time peak. While many people think that Second City is lacking presence within

social media, we strongly believe that Second City has to give people something to talk about.

By integrating social media, with advertising in transit stops in Chicago, the people of the city,

will help with putting Second City live on the internet. This won’t only create a sense of urgency

with Second City, but will help people recognize Second City. It would be an ideal way to let the

people of Chicago share their knowledge with Second City, and in turn, maintain their lasting

impression.

9

Communication Objectives - Communicate through different transit vehicles throughout the city in order to reach those

consumers who are constantly on the move.

- Different social network avenues because of its impact and significant presence it holds in

today's millennial market.

- Continue building on the strategy of using radio stations to reach new audiences commuting to

and from the city.

- Utilizing street art, out of the box advertising, product placement in surrounding grocery stores,

bars, and other means of alternate advertising in order to reach a widespread audience in

different locations around the city.

Rationale for Communication Objectives

Our communication objectives will help support the marketing effort in a way that will help

Second City’s brand remain consistent, in the eyes of our audience. By positioning Second City

as the ideal form of entertainment, will give the people of Chicago a reminder that it is beyond

the laughter, but an experience. In order to effectively reach our target audience, we aim to keep

our message consistent.

10

Key Selling Idea

Communication:

- Marketing Second City as the ideal option for live entertainment in Chicago, all throughout the

year.

- Second City has created a lasting impression on visitors from all over

- Communication will turn Second City from an option, to a destination.

Advertising:

- Advertising influences younger demographics by providing an alternative means of having a

good night out.

- Various forms of social media, and online websites advertising Second City will have bring

awareness to our target audience.

- Video sharing sites will help advertise to target audience while maintaining brand awareness.

11

Media Strategies Customer Promotions

o Contest- The winner with the most likes on a Facebook picture wins 2 drinks for both the

contestant and a friend

Radio

o Announce the Second City contest

o Announce the Winners of the contest

Outdoor

o Specific L-stop wraps around CTA pass gates showing how easy it is to get a ticket

Billboards

o Interactive Billboards will be placed on those stops that feature the CTA pass boxes

o QR Code displayed to take user directly to purchase tickets on Second City website

Social Media

o Facebook: Upload pictures and get likes to win the contest

o Twitter: Announcing upcoming shows, comical tweets, quotes from shows, Announcing

past Actor’s accomplishments, Re-tweeting past actors tweets

Direct Marketing

o Coasters displaying upcoming shows

o Coasters held up on Red Carpet for contest

12

Tactics

o Radio advertisements on 103.5 KISS FM announcing the contest and the four winners

throughout the campaign lifetime.

o Simple and consistent posters containing Second City’s logo and campaign name “No

Laugh Minimum”. Poster will also contain a QR code that will take viewer to the ticket

and calendar page of their website.

o L-stop designs at select locations that depict how easy it is for people to get tickets to

Second City. Also a red carpet will go down the stairs and onto the sidewalk of the

Sedgwick stop allowing everyone feel like a star.

o Promotional coasters will be placed a number of Old Town bars featuring a WR code and

the Second City Logo

o Offer a contest on Facebook for four winners to receive two free drinks for themselves

and a friend. The contestants will have to take a picture on the Red Carpet at the

Sedgwick stop OR holding a Second City coaster that can be found in Old Town bars.

Further use of social media will aid in announcing the contest on Facebook and Twitter

as well as showing pictures of all the contestants that have entered.

13

Media Calendar

Weeks Starting week of May 5th- last week of July

Media 1 2 3 4 5 6 7 8 9 10 11 12 13

Facebook Contest W= Winner announced

W W W W

Twitter S= Sponsored

S S

L Stops

Press Release

Facebook Ads

Radio

Coasters

14

Budget

Facebook Contest- Winners drinks

~$100.00

Facebook Ads 2 per day= $200.00

7 days * 6 Weeks

~$8,400.00

L Stops

Posters- 4 posters @$2,400.00 per four weeks

Shelters ( Ticket stations)- 10 L Ticket turn style @ $400.00 per station=

$4,000.00, for 10 ticket stations, per four weeks

One Station total for 4 weeks = $6,400.00

Ones Station, 12 weeks total of advertising = $19,200

19,200 * 3 Stations= $57,600.00

$57,600.00

Sidewalk Ads (Red carpet), Sedgwick 20 Unites of 4 x 3 decals, 90 days each

~$1,920.00

Radio M/ W/ F = $ 356.00 per day

3 days a week for 6 weeks

Total of 18 Week Days

~ $6,408.00

Coasters 10,000 bulk coasters = $ 1,700.00 ( printglobal.com)

5 bars, each with 1,000 coasters per week = 5,000 coasters

5,000 weekly coasters x 13 total weeks= 65,000 total coasters needed

65,000 coasters/ 10,000 coasters = 6.5 bulk bought. ( Come in 10,000)

6.5*$ 1,700.00 costs= 11,050.00 total costs

~$11,050.00

Tweets

two sponsored

~$6,000.00

Spotlight or projection on building ~$4,500.00

Total $95,978.00

15

Conclusion

In order to effectively reach our target audience, we strongly believe that by launching

the ‘No Laugh Minimum’ social media contest, Second City has the opportunity to expand their

potential customers. By utilizing various forms of social media, Second City can achieve a

greater online presence. Our objective is to increase interaction on Facebook and Twitter by 10

percent. The contest will focus on having participants upload pictures of themselves with

Second City’s new drink coasters, or on the Second City red carpet at the Sedgwick L stop. The

coasters can be found at The Poor House, Benchmark, Adobo Grill, Corcoran’s, and O’Briens.

Nevertheless, social media is the core of our new campaign with support from press releases,

radio advertisements, L stop turn style advertisements, billboards and coasters.

Our goal for this campaign is to utilize these methods of communication in order to

expand Second City’s current audience and bring in new 21-30 year old customers. Millennials

find interactive brands trustworthy and appealing. This campaign builds off of Second City’s

strong heritage and has the ability to increase their current audience.

16

APPENDIX

News Release

FOR IMMEDIATE RELEASE For more information contact:

May 5, 2013

The Second City

Robin Hammond

312-664-4032

Second City Launches Social Media Contest

Chicago, Illinois- The Second City will be launching their new ‘No Laugh Minimum’ social

media contest starting May 5, 2013 and will continue through August 3, 2013. Winners will

receive two free drinks for themselves and two free drinks for a friend when attending the Main

Stage show at Second City.

To participate, find a Second City drink coaster and upload a picture with the coaster to the

Second City’s Facebook page. Coasters can be found at one of the following Old Town bars:

Poor House, Benchmark, Adobo Grill, Corcoran’s and O’Briens. If they prefer, participants

could instead upload a picture of themselves on Second City’s new red carpet found at the

Sedgwick Brown Line and Purple Line stop.

Four winners will be announced throughout the contest, each winning two drinks for themselves

and two drinks for a friend. Winners will be determined by the number of ‘likes’ they have on

their uploaded Facebook picture on the Second City page.

###

Second City is an improv and sketch comedy theater in Chicago, Los Angeles and Toronto. They

have over 50 years of experiences and are the leading comedic theater in Chicago. For more

information visit SecondCity.com

17

Radio Ad

Title: No Laugh Minimum 1

Client: Second City

Length: 20 seconds

Air Dates: May-June

ANNOUNCER:

SFX: Cheering

ANNOUNCER:

SFX: Applause

ANNOUNCER:

(Fade, out at :19)

Second City, the home of Chicago comedy

would like you to be their next star!

Its time to roll out the red carpet for the no

laugh minimum contest!

Find the Second City coaster in select Old

Town bars or take a picture on our red

carpet at the Sedgwick stop and upload it to

our Facebook page. See Facebook for more

details.

Contest winners must be 21 or over for this

limited time offer.

###

18

L Stop Billboard

19

Turnstile Design

20

Twitter

- Hashtags:

- #SecondCityChicago

- #NoLaughMinimum

- #RedCarpetStatus

- Sponsored Tweets:

- “Keep an eye out for our red carpet contest & win 2 free drinks! #SecondCityChicago

#NoLaughMinimum”

- “A drink for you and a drink for a pal? #RedCarpetStatus #NoLaughMinimum”

21

Facebook Posts

“Win a chance to be the Second City star of the week! Take a picture on our red

carpet at the Sedgwick stop or with a coaster at O’Briens or other Old Town Bars.

The picture with the most ‘likes’ wins!! Four winners will be announced!”

22

Evaluation- survey results

23

24

25

References

1. "Generation Opportunity." Generation Opportunity.org. N.p., n.d. Web. 20 Jan. 2013.

2. Hale, Mike. "Second City’s Testing Ground in Cyberspace." Lexisnexis Academy. The

New York Times, 22 May 2011. Web. 20 Jan 2013.

3. Keeter, Scott, and Paul Taylor. "The Millennials." Pew Research Center RSS. N.p., 10

Dec. 2009. Web. 23 Jan. 2013.

4. Krigman, Eliza. "Millennials Defined By Technology Use." NationalJournal.com. N.p.,

25 Feb. 2005. Web. 23 Jan. 2013.

5. "Mashable: Why People Follow Brands." Mashable. N.p., n.d. Web. 20 Jan. 2013.

6. "Millennials: Young, Broke, and Spending on Luxury." The Fiscal Times N.p., 15 May

2012. Web. 20 Jan. 2013.

7. Petro, Greg. "Are Retailers Reaching Consumers Of The New Millennium?" Forbes.

Forbes Magazine, 24 Aug. 2012. Web. 20 Jan. 2013.

8. Rohter, Larry. "Second City Looks Back In Laughter." Lexisnexis Academy. The New

York Times, 16 December 2009. Web. 20 Jan 2013.

9. "Table 1240. Adult Participation in Selected Leisure Activities by Frequency: 2010."

www.census.gov. N.p., n.d. Web.

10. "Why Millennials Are Spending More Than They Earn, And Parents Are Footing The

Bill." Forbes. Forbes Magazine, 18 May 2012. Web. 20 Jan. 2013.