stand-up summer creative assignment lucas walkowski productions marketing
TRANSCRIPT
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Stand-up SummerCreative AssignmentLucas WalkowskiProductions Marketing
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Agenda
The Idea
Current Situation
Objectives/Plan
Benefits/Summary
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The Idea
• Stand-up Summer Comedy Series
• Bimonthly summer shows (Jun - Aug)
• Friday or Saturday nights (6 total)
• NYC/local comedians
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Current Situation
• Theater at MSG in the summer
• MSG and the comedy scene
• Comedy and NYC
o Comedy clubs
o Comedians themselvesEvent Date Sell-through
Emmanuel & Mijares May 30 49%
Pokemon Symphonic Evolutions
June 6 60%
Lee Seung-Chul June 12 89%
Chayanne August 20 60%
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Objectives
To keep the Theater at MSG consistently engaged during
the summer months
To create an exclusive platform for local comedians
to grow their brand
To establish MSGE in the comedy sector
To grow our brand and increase revenues
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Our Target Market
Male & Female18 - 54
Educated & WorkingNo kids/older kids
“Experiencers”
HardworkingLikes having a night out
Accepting/openConnected/informed
Birthday/bachelor parties
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SWOT Analysis
Opportunities:
-Comedy scene
-Revenue
-Sponsors/Partners
Weaknesses:
-“Theater” space
-Unbooked
-Not relevant in comedy
Strengths:
-Strong MSG brand
-Facilities/production
-Ease of commute
Threats:
-Established comedy scene
-Broadway/baseball
-Fleeing locals
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Competitive Analysis
1. Caroline’s ($63.08)a. Priced higherb. Caliber of comedians
2. Gotham Comedy Club ($57.50)a. Priced lower
3. National Comedy Theater ($50.00)a. “Theater” seating
4. New York Comedy Club ($25.00)a. Priced lowerb. Small name comedians
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PositioningExpensive
Cheap
Am
ateu
rH
igh Caliber
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Market Strategy
November - December
January - February
April - May
June - August
March
Lock in artistsAnnounce the
series
Ticket presaleFinalize
contracts
In-seasonCampaign kicks off
Tickets go on sale
Finalize set/ production
PR stunt
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Budget/Costs
Budget: $1,144,000 (for all 6 shows)
Cost breakdown• Artist expenses: $36,000• Production: $8,000• Venue: $200,000• Marketing: $900,000
o 70% - media
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Pricing• Competitive yet affordable• Package deal
Seat Cost # of seats Gross revenue
VIP 125.00 120 $15,000
Premium 119.00 607 $72,233
Prime 95.00 495 $47,025
Lower Level Ctr 80.00 1132 $90,560
Lower Level 60.00 578 $34,680
Upper Level Ctr 50.00 1340 $67,000
Upper Level 39.00 1018 $39,702
5290 $366,200
$2,197,200
Sell-through Revenue
60% $1,318,320
80% $1,757,760
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ScheduleJune
Sun Mon Tues Wed Thur Fri Sat
1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30
July
Sun Mon Tues Wed Thur Fri Sat
1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30
31
August
Sun Mon Tues Wed Thur Fri Sat
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 31
Key
Show
Full load-in/out
Event prep
Date Act
June 10 Daniel Tosh
June 24 Colin Quinn
July 8 Sabrina Jalees
July 22 Chris Gethard
August 5 Nikki Glaser
August 19 SNL Group
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Marketing Strategy● Media
○ TV (TBS, Comedy Central, NBC)○ OOH (billboards)○ Print - comedian spotlights (Time Out NY)○ Direct (postcards)○ Digital (website takeovers)○ Social
● Branding○ Slogan: “Sit down for a Stand-Up Summer”
● PR○ Contest for opening acts
● Promotions○ Dining partners: Casa Nonna, Desmond’s Steakhouse, etc.
● Sponsorship○ Coca Cola, Anheuser-Bush
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Design of Show
• Simple stage, with seat & mic
• Logo via projector
• Steps (audience interaction)
• Tables in place of first section
• Encourages food/bev
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Comedian Examples
• Big opener• SNL regulars
• Michael Che• Vanessa Bayer• Kate McKinnon
• NYC Locals• Sabrina Jalees• Chris Gethard• Nikki Glaser
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Summary
• Comparatively inexpensive, potentially major ROI• Make up potentially lost revenue• Expanded MSGE brand• Raise awareness about TMSG• Mutually beneficial to MSG and comedy scene
– New audiences/buyers in database
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Questions?