The Wharton Center

1
The Wharton Center

• Presented By
• The Marketing Mix

2
Overview

• The Wharton Center
• Raise Awareness
• Incentivize
• Customer Retention
• Know your competition
• Turtle Island String Quartet
• The 25th Annual Putnam County Spelling Bee
• Royal Philharmonic Orchestra
• Alvin Ailey American Dance Theater

3
The Wharton Center
4
Raise Awareness

• Student Discount Awareness
• Where to Advertise
• Post Cards
• Stand ups in cafeterias
• Book Stores
• Restaurants
• How to Advertise
• Focus on the exceptional existing value
• Show discounted savings through comparison

5
Raise Awareness

• Student Discount Advertising
• Features and Pricing
• Quick and easy order process
• Good quality printing
• Highly competitive pricing
• 5000 4x6 Postcards (95) (Air shipping under
  100)
• Benefits and Suggested Use
• Cheap easy way to issue scheduled dates to
  students
• Residence Halls
• Book store bag stuffers
• Ticket office giveaways

RushFlyers.com
6
Raise Awareness

• Hook Students Early
• Prime time to host student-targeted shows
• By bringing students into the Wharton Center
  early in the year, they will be more likely to
  come back
• Spartan Spirit
• Event at the Breslin Center to show Spartan
  Spirit and teach incoming freshman the fight
  song/MSU Cheers.
• Sparty, MSU Marching Band, student athletes, and
  many more community members attend this event.
• Sparticipation
• 600 student organizations attend to bring
  awareness to any student that may be interested
  in getting involved
• Ufest
• Activities hosted by UAB events at the Student
  Union

7
Raise Awareness

• Discussion Forum
• Forums can enhance the experience while on the
  internet
• Potential show attendees would have the ability
  to view what other people experienced in a
  previous show
• Customers can stay up-to-date and informed on
  current events at the Wharton Center

8
Raise Awareness

• Be Searchable
• Other venues state that their number one source
  of customers is on the internet
• Embrace your website as a means of marketing,
  advertising, information and sales
• When searching for wharton on google.com, you
  are the seventh natural listing
• Consider purchasing wharton as a paid search
  term
• Make your site more Google-friendly (also
  consider using Yahoos tools for Search Engine
  Optimization)
• https//www.google.com/webmasters/tools/docs/en/ab
  out.html
• Utilize TicketMaster for all show ticket-sales
• Other ticket sales sites include
• Tickets.com
• Stubhub.com
• Ticketsnow.com

9
Raise Awareness

• Calendar
• Distribute to local communities
• List dates show times of all performances
• Can distribute for the calendar year (2008) or in
  six month increments
• Keeps the schedule up-to-date

10
DECEMBER 2007
11
Incentivize

• Group Fundraisers
• Student groups and other organizations are always
  interested in fundraisers
• Utilize these organizations to do recruiting for
  your shows
• Offer them a pre-determined dollar amount per
  ticket sold
• Specify that the group must sell a minimum number
  of tickets
• This will benefit both you and the student group
  by bringing in extra business and money

12
Incentivize

• Why Wharton Campaign
• Many students and community members are unaware
  of the prestige of The Wharton Center
• Advertise national rankings of your venue and
  other prestigious statistics
• Create a campaign to compare seeing a Broadway
  show in New York to seeing one at Wharton
• Ticket Price
• Accommodations
• Transportation

13
Customer Retention

• It costs less to retain a customer than to
  acquire a new one
• Track who your customers are and what shows they
  have attended
• You will gain customer loyalty if you can contact
  your customer at a later date and know what show
  they came to see
• Utilize Amazons strategy of offering other
  products that the customer might like
• When a customer views a show online, provide
  links to other shows that they could also
  consider
• This will provide them with options that they may
  have not realized suited their taste

14
Marketability and Efficiency

• Target Markets
• Establish a Target Market for each individual
  show
• Markets will vary substantially between shows
• Cater to patrons on an individual level

• Maximize Potential
• Capitalize on contacts with prior clientele
• Use your internet resources
• Increase the exposure of the Website through
  advertising

15
The Turtle Island String Quartet
16
Target Market

• Jewish Communities
• Shabbat
• 150 students attend weekly Shabbat services
• operations_at_msuhillel.org
• Kesher
• Union for reform Judaisms college movement
• Reform services are on Friday evenings
• Ricky Kamil kamilfre_at_msu.edu
• Keith Schonberger schonbe5_at_msu.edu

17
Target Market, cont

• Koach
• Conservative movement college program
• Current programs
• Sushi in the Sukkah
• Passover Chocolate Sedar
• Services are also on Friday evenings
• Ilana Ostro ostroila_at_msu.edu
• Jewish Student Union
• Ricky Kamil kamilfre_at_msu.edu
• Abbey Askotzky askotzky_at_msu.edu
• Jewish Business Association
• Ryan Landau landaury_at_msu.edu
• Jews in Greek Life
• Aaron Schare schareaa_at_msu.edu

18
Target Market, cont

• Jewish Womens Forum
• Hilary Greenberg
• greenb56_at_msu.edu
• Mishpocha (LBGTA)
• Danny Herriges
• herriges_at_msu.edu
• Spartans for Israel
• Eric Dropkin
• dropkiner_at_msu.edu

19
Target Market, cont

• Other Cultural Groups on Campus
• MRULE (Multi-Racial Unity Living Experience)
• C-240 Holden Hall
• 517-353-9260
• The Multi-Racial Identity Experience
• www.msu.edu/themix
• themix_at_msu.edu
• Spartan Soul
• www.msu.edu/soul1997
• soul1997_at_msu.edu

20
Royal Philharmonic Orchestra
21
Retirement/Nursing Home Volunteer Experience

• Volunteer to plan an evening program for a home,
  serving dinner and playing sample music by the
  Royal Philharmonic Orchestra
• Sell tickets at the event
• Designate a group of students to greet them at
  their arrival and show them to their seats
• Interested Residencies
• Delta Retirement Center
• [phone]
• Ask for Nancy
• Brookdale Senior Living
• [phone]
• Ask for Madeline
• Grandhaven Living Center
• [phone]
• Ask for Paul, Food Director

22
Alvin Ailey American Dance Theater
23
Target Market

• Dance
• MSU Dance Team
• 248 Jenison Field House?
• East Lansing, MI 48824
• Phone [phone]
• Platinum Dance Academy
• 1770 E. Grand River
• East Lansing MI 48823
• [phone]
• Anns School of Dance
• 3320 E Lake Lansing Rd
• East Lansing MI 48823
• [phone]
• Studio De Danse
• 1306 Michigan Ave
• East Lansing MI 48823
• [phone]

• High Schools
• East Lansing High School
• Dance Team
• 509 Burcham Dr
• East Lansing, MI 48823
• [phone]
• Okemos High School
• 2800 Jolly Rd
• Okemos, MI 48864
• [phone]
• Eastern High School
• 220 N Pennsylvania Ave
• Lansing, MI
• [phone]

24
Target Market

• High Schools, cont
• Everett High School
• 3900 Stabler St
• Lansing, MI
• [phone]
• Lansing Christian Secondary School
• 3405 Belle Chase Way
• Lansing, MI
• [phone]
• Lansing Catholic High School
• 501 Marshall Street
• Lansing, MI 48912
• [phone]

• Sororities
• Alpha Chi Omega
• 243 Burcham Dr
• Delta Gamma
• 360 N Harrison
• Kappa Alpha Theta
• 303 Oakhill
• Kappa Kappa Gamma
• 605 MAC
• Sigma Delta Tau
• 639 MAC
• Zeta Tau Alpha
• 639 MAC
• Alpha Omicron Pi
• 333 Charles St

25
Target Market

• Sororities, cont
• Chi Omega
• 229 Burcham
• Gamma Phi Beta
• 258 Michigan Ave
• Kappa Delta
• 528 MAC
• Pi Beta Phi
• 343 N. Harrison
• Sigma Kappa
• 518 MAC

26
Thank You!
The Marketing Mix