THE MALE INTELLECT: AN OXYMORON?

8-WEEK MARKETING PLAN

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THE MALE INTELLECT: AN OXYMORON?
Marketing Plan
Week by Week
Version 2.0

8 Weeks from Date:
1. Send out Group Mail Brochure and direct mail piece-

include quotes on mailer
Target Psychiatrists/Psychologists, Marriage Counselors, Hair Stylists etc.
include a discount (at least $8/ticket) for purchasing 4 or more tickets

2. Begin Public Relations Effort - initiate process of setting up interviews and send out initial press release

Radio
- Phoners to be set up to air only when tickets go on sale
  - FM stations - morning or afternoon drive time
    - Lite-FM, soft rock, mix of the 70's, 80's and 90's, Talk FM
    - Have Robert talk directly to listeners, Call in shows etc.
    - Do not contact early morning Zoos and arrange for Robert to tell jokes for 5 minutes
  - AM Stations
    - Talk Radio - attempt to have Robert co-host the show
      - Shows about relationships
      - Content oriented towards comedy, self-help, or generally female discussions
      - Have Robert talk directly to listeners
  - Newspaper
    - Discuss feature articles with city and suburban newspapers

3. Initiate Corporate Discount and Papering plan - to be used only for the first three show performances.

Begin process of acquiring e-mail lists from corporations
- If you cannot get direct access to employees' e-mail addresses, approach the Human Resources department in large corporations to e-mail a special offer to their employees for the purchase of advance tickets for the first week of the run.
Contact large corporations (gas & electric companies, insurance companies etc.) and determine if you can include a discount coupon (no less than $8) in the employees' paycheck envelopes.

4. Begin discussions with Corporate Sponsors

Contact Beer Distributor (beer must be in a clear bottle) as the show prominently displays empty bottles on the stage. In addition Robert "drinks" several beers during the show.
- Sponsorship should not be cash but rather advertising barter.
- For a sample sponsorship see Appendix A.
Contact phone company, cellular service etc. to act as a sponsor
Put together a newspaper sponsorship to begin eight (8) weeks out
Procure a lead radio presenter (preferably #1 or #2 in women 25-45)

6 Weeks from Date

Begin playing continuous video loop of The Male Intellect: an oxymoron? on a large screen television in the lobby of the theatre with appropriate signage (utilizing quotes from quote sheet enclosed).
Print posters and flyers

4 Weeks from Date

First print ad breaks in sponsoring Newspaper
- Full page ad underwritten by newspaper barter
Single tickets go on sale to the public
Begin telemarketing effort towards corporations, and targeted groups

2 Weeks from Date

Public Relations should be in place procuring newspaper feature stories to break on the Sunday prior to the opening date.
Sunday ads continue in sponsoring newspaper.
Suburban and secondary newspaper ads break and continue on Sundays.
Posters go up.
If possible, fly Robert into town for a one-day press tour.
- Set up as many radio station interviews as possible.
Set up Radio co-sponsorship promotion.
- Sample Radio Promotion - See Appendix B
E-Mail blast to appropriate lists (very important!!)
Begin two week radio promotion
Begin Papering Effort
- It is imperative that every seat is filled for the first 3-5 performances.
  - Target opinion makers
  - Never give out actual hard tickets
    - Always give out vouchers for 4 free tickets
    - Don't be afraid of over-papering - traditionally you will only get a 25-30% redemption rate on papering
Full advertising campaign kicks in

1 Week from Date

Print handout coupons for all ticket buyers as they leave a performance.
- Coupons (for the first week) should be either two-for-one or a substantial discount per ticket for a purchase of up to four tickets.
  - Patrons often see this show 3 or 4 times. Please do not underestimate the importance of word of mouth. These coupons have an average return rate of over 25%!
Advertising campaign should be in full force
Feature story should appear on front page of Sunday Arts and Leisure/Entertainment section.

Opening Night

Papering should be complete, as theatre should be full for first 3-5 performances.

APPENDIX A
Sample Beer Sponsorship
Beer Company would receive:
- Logo on all print advertising (including flyers and posters).
- Full page ad in the Playbill
- Clear view of beer bottles and beer cardboard case on stage during each show.
- Star of The Male Intellect: an oxymoron? "drinks" beer from the bottle on stage
- Free tickets during the first week of shows
- Aftershow party with the star of the show.
Beer Company would provide The Male Intellect: an oxymoron?:

One (1) case of beer per week
Poster printing and distribution in all area bars, liquor stores and nightclubs
Radio ad budget utilizing the show's commercials with "Sponsored by" as a tag on the 60 second commercials
Newspaper ad budget.

APPENDIX B
Sample Radio Promotion

Approach an Adult Contemporary, Soft Rock, Lite FM or Talk Radio Station (should have strong demographics in females 25-45).

Propose a two week promotion entitled:
- "The Do's and Don'ts of Relationships".
  - Week One
  - Mon.-Fri. (3 times/day - morning drive, afternoon drive and midday) the station will play pre-recorded 60 second spots explaining things you shouldn't do regarding dating or relationships (at no cost to the promoter).
    - The station will do live tags after each spot promoting the show.
  - Throughout the week the station will promote the promotion and the show's run.
  - Week Two
  - Continue the pre-recorded spots through Thursday of the second week.
  - Local promoter will run their own paid 60 second show spots.
  - Robert will call in and take live phone calls regarding relationships during the final Friday (of the promotion) morning and/or afternoon drive times.
    - Robert and the local air talent will give away up to 50 pairs of tickets to the persons with the best relationship stories