The Romance Theater PR Campaign

7/24/2019 The Romance Theater PR Campaign

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RomanceTheater

the


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Executive SummaryThe Romance Theater is run by the City of Rexburg. The theater shows movies

and hosts events on a weekly basis during the fall and winter for residents of

Rexburg. It is also available for rentals throughout the season. The Romance

Theater has great potential. This campaign will give the theater the positive

attention it deserves.

There are two main purposes to this campaign. The rst is to increase

awareness of The Romance Theater to the student population and the families

in Rexburg. The second is to increase sales and trafc. These two objectives

will be achieved by implementing four different strategies. These strategies

are to create a cohesive image and brand that is recognizable through multiple

platforms, bring awareness of the Romance Theater through various media, use

different incentives for people to attend and host different events.

This campaign is directed towards students at Brigham Young University- Ida-

ho and families in Rexburg looking for a cheap, fun activity. The funds need-

ed for this campaign will cover printing materials, ads, boosting webpages, a

booth at the farmers market and paint and decorations for the remodeling of the

theater.

The execution of the campaign will put The Romance Theater in the public

eye and will increase awareness as well as increase trafc and sales. In order to

evaluate the success of the campaign, a survey will be sent out before and after

the campaign in order to measure if awareness has grown. Focus groups will

also be conducted to measure attitudes and awareness of The Romance Theater.


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BackgroundThe Romance Theater opened in 1917 to area residents. It featured silent

movies and vaudeville acts on a weekly basis. In 1935, the theater began

showing talking pictures and became the entertainment center of the Upper

Snake River Valley.

In June 1976, the Teton Dam caused serious structural damage to the theater.

The Romance Theater lost many of their posters and costumes in the ood.

After the ood, the theater was sold and became the Westwood. The West-

wood theater showed movies until 2001, when the City of Rexburg took over.

The City of Rexburg restored the theater back to the Romance Theater and

continued to show movies and hold events.

Today the Romance Theater is still run by the City of Rexburg. The theater

shows movies and holds events during the fall and winter for residents ofRexburg. It is also available for rentals throughout the season.


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Situation AnalysisThe Romance Theater features movies and productions on a weekly basis.

The movies are every Wednesday night for 50 cents. The Romance Theater

offers concessions before and during the showing of the movies. They include

popcorn, candy and soda, each for only one dollar. The movies played are

always family friendly and on occasion, the theater will play a classic movie.

The Theater will also host different productions of plays or shows every sea-

son. The challenge for The Romance Theater is having to compete with other

forms of entertainment around Rexburg as well as raising awareness of the

movies and events it holds weekly.

They currently use social media and posters to get the word out.

Strengths1. Good location with high population

2. Unique compared to other venues

3. Aordable to the public

Weaknesses

1. Not well advertised

2. Competes with other events in town

3. Lacking unied brand/No social media cohesion

4. Small budget

5. Short seasonOpportunities

1. Create cohesive branding through multiple platforms

2. Raise awareness through multiple means

3. Increase sales and trac through eective advertising

4. Located in college town

Threats

1. Competition with:

-LDS community

-BYU-Idaho events -School district (Madison, Sugar-Salem) events

-Movie theaters

2. Venue is outdated


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audiencesThere are two target audiences for this campaign. The primary audience is

BYU-I students. The secondary audience is families in Rexburg. In order

to create key messages, the Romance Theater will seek out the following

audiences:

Primary Audience: Brigham Young University - Idaho Students

Building and maintaining a relationship with BYU-Idaho students will

benet the Romance Theater by increasing sales as well as increasing

student attendance. College students make up a signicant part of the

Rexburg population and are usually looking for entertainment that will save

money. The proximity of the Romance Theater to BYU-Idaho and multiple

student housing complexes makes it a great place for college students to

hang out.

Key audience messages: The Romance Theater provides fun entertainment for minimal cost.

Secondary Audience: Families in Rexburg

Building a relationship with families in Rexburg will benet the theater

by getting other families to come through word of mouth advertising and

keeping a consistent clientele.The Romance Theater is a great place for a family night. The price and

movie selection is ideal for families with young kids. Many of the families

with younger kids are also college students looking to save money.

Key Audience Message: The Romance Theater is a family friendly, money saving entertainment

for the whole family.


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objectivesThe ultimate goal of this campaign is to bring awareness of The Romance

Theater to the student body and families of Rexburg and to increase trafc and

sales:

- Increase awareness of the Romance Theater by 50%

- Increase awareness of services of the Romance Theater by 60%

- Increase attendance of movies and events hosted by the Romance

Theater by 50%


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Strategies and tacticsThere are four strategies to this campaign. Each strategy includes its own set of

tactics and is designed to reach the main objectives.

Strategy 1: Create a cohesive image and brand that is recognizable throughmultiple platforms.

A new, modern, sleek look will be implemented through a new logo and cohe-

sive branding. The new logo will be used on all social media platforms including

Facebook, Instagram, Twitter, as well as the new website that will be designed to

complement the new look. Having a recognizable brand will increase awareness

and customers will become more familiar with the Romance Theater. This new

look will be appealing to the target audience.

Tactics:

Create New Logo

- New, modern look

- Color scheme: black, grey, red and white

- Incorporate the Vintage feel of the projector showcased in the lobby

Social Media

- Change Twitter, Facebook, Instagram to match the new

look of the Romance Theater

Website

- Create clean, modern website for The Romance Theater

Remodel Location

- Paint job with new colors - red, grey , black and white

- Window cling to the front doors

- New movie posters and decorations

- Red, velvet cloth added to the base of the projector in

the lobby


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Strategies and tacticsStrategy 2:Bring awareness of the theater through different media

Tactics:

Fliers

- Design new, modern iers

- Hand out iers at farmers market

- Send out using Direct Mail

-Put up iers around town, in local businesses

Farmers Market

- Set up a booth where people can play games and win free tickets

- Hand out iers with information about the upcoming season and movies

Social Media

- Use all social media accounts to post movies and events happening that week

- Offer deals

- Post frequently to establish social media presence

- Search and follow local residents and BYU-I students

- Use Iconosquare to nd when followers are most active and how to optimize reach

- Use Facebooks center page to learn how to have a better presence

- Boost posts on Facebook for 5 dollars

Website

- Post movie schedule and events on website

- Share website link on social media accounts

- Start a blog and feature an article on local artists weekly

- List deals, promotions and movie schedules

- SEO website for movies in Rexburg

Brigham Young University - Idaho Scroll

- Advertise movies and deals

- Pitch interesting stories to the news editor [email protected]

[email protected]

Email List

- Use current email list to actively send information and coupons

- Insert option for people to give their emails on the website to grow the email list


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Strategies and tacticsStrategy 3:Give incentives for people to attend

Tactics:

Deals

- Have a date night deal: two movie tickets, large popcorn, two drinks for

$3.50

- Buy One Get One: Buy one large popcorn, get one 50 percent off or buy

one ticket, get one free etc.

- Dress up deal: Dress up like your favorite character from the movie we

are showing tonight, take a picture and post it on social media and get in

free

- Picture deal: take a picture outside the Romance Theater, post it on social

media and you get a free drink- Like us on Facebook and get a free small popcorn

Punch Card

- Give out punch cards to keep customers coming back. Once they have attended 5 times, they get in for

or they get a free popcorn and drink.


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Strategies and tacticsStrategy 4:Hold different events at the Romance Theater.

Tactics:

Themed Months

- Have a specic theme for each month (examples: September Back to

School; October Halloween)

- Show movies that support each theme

- Have local artists paint the exterior windows of The Romance Theater to

match the theme for the month

Throwback Thursdays

- Start a throwback Thursday event for movies. Instead of playing a classic movie ona regular Wednesday, once a month have a throwback Thursday where a classic or old

favorite will be shown.

- Encourage participants to take pictures and use the hashtag:

#throwbackthursdayattheromance

Marathons

- Use movies that have sequels and play them back to back on a Saturday, such as

Harry Potter, for a discounted price. (Superhero movies, Disney movies, etc.)

- For an extra dash of fun, encourage customers to come dressed up as their favorite

character for free concessions.


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calendarThe campaign should be implemented throughout the off season and during the

season of the Romance Theater to meet the objectives.

Strategy 1 This strategy should be implemented as soon as possible. In order

for people to associate the new brand with the Romance Theater, the new brand

needs to be showcased immediately.

Strategy 2 This strategy should begin a few months before the season

begins the middle or end of June. This strategy will be used during summer

to inform the community of events, but will also take place throughout the

whole season.

Strategy 3 and 4 These strategies should be implemented once the season ofthe theater begins and throughout the season.


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Budget

The budget for the campaign has been outlined below.

Window Cling

Movie Posters

Red Velvet Cloth Material

Flier Printing

Paint for Interior

Boosting Pages

Website

$18.99 per gallon*

$10-20 per poster o Amazon

Estimated $5 per yard

$60-80 per cling on smartpress.com

$.08 per ier*

$10 for walk in booth, $50 for membership, freeif handing ier

FreeIconosquare

Farmers Market

$5

Free

Scroll Advertising $180 for quarter page ad*


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evaluationIn order to measure the success of this campaign, a simple, random survey will

be sent to the student body and area residents to see if the target audience is

more aware of the Romance Theater.

Various focus groups will also be conducted before and after the campaign to

measure the changes in attitudes of people towards the Romance Theater and to

measure how aware people are of the theater.

Documents

The Romance Theater PR Campaign