MARKETING PLAN FOR

MANIPULUS

Table of Contents
1. Analysis of Target Audience ........................................................... 3
2. Marketing Strategy ........................................................................... 3
3. Marketing Plan.................................................................................. 4
4. Budget .............................................................................................. 5
5. Criteria for Evaluation ...................................................................... 5

Annexes ....................................................................................................
i.

Number of Audiences ...................................................................... 6

ii. Marketing Schedule ......................................................................... 8

iii. Survey on Audience Profile ........................................................... 11
iv. Social Media Platform (Followers, Followings etc.)..................... 14
v. Marketing Collaterals ..................................................................... 15
vi. Contact List of Members ......................Error! Bookmark not defined.

1. Analysis of Target Audience

Primary Audience: Diploma Arts and Theatre Students
Secondary Audience: Students from other diplomas

Primary Audience

Secondary Audience:

Demographic:

Demographic:

Age: 16 - 21 years old

Age: 16 - 21 years old

Gender: Male and female

Gender: Male and female

Occupation: Students, undergraduate or

Occupation: Students, undergraduate or

working part time.

working part time.

Education: Secondary, Diploma in arts

Education: Secondary, Diploma

and theatre management

Income: Allowance or part time jobs

Income: Allowance or part time jobs

Behavioural:

Behavioural:

Knowledge on theatre: Adequate

Knowledge on theatre: None or minimal

Attitudes: Adventurous towards new

Attitudes: Hesitant towards the arts

events

2. Marketing Strategy
To raise awareness about our showcase.
To ensure 80% attendance rate on

the

day

of

the

showcase.

3. Marketing Plan
a. Promoting through social media.
Social networking sites such as Twitter, Instagram and Facebook have been created to
raise awareness for our showcase. This is also a way to source for new audiences to
attend the event. As our primary audience are youths, they spend most of their time on
these social media platforms. Hence, promoting through these sites would help to reach
out to them on a larger scale within a short period of time.

b. Putting up posters at school block entrances

Posters will be put up at areas such as the coloured walls at E2, level 1, TRCC level 1,
etc. These locations were chosen as students would have to pass through them daily,
hence increasing the chances of them noticing the collaterals. It is a good way to raise
awareness and at the same time get our audience informed about the showcase by
providing them with some important details such as date, time and venue.

c. Class to class promotion

Sweet packets including slips of paper with our production details will be handled out to
the four Arts and Theatre Management Year 1 classrooms. Our marketing team members
went around during their breaks and promote the show to the students. As well as getting
those who are interested to sign up for our production on the spot through our website
link. This method was used to do personal selling to our target audience and getting them
to sign up on the spot helps us to ensure that our ticket sales are being met, hence
securing a portion of our seats beforehand.

4.

Budget
Item

Amount Spent

Remarks

Advertising
4 x $0.60 = $2.40

Posters

School Printing Service

Personal Selling
Printed by the teams own members

Flyers

100 pieces = $0

Sweets

2 packets = $0

Brought from home

Program Booklets

60 pieces = $0

Printed by the teams own printer

Tickets (Stickers)

60 pieces = $8

Used as entrance ticket and alternative sticker

Others

Total $10.40

5. Criteria for Evaluation

A. Social Media
Facebook: Reach 50 likes on the page of any content posted
Twitter: Reach 50 retweets/likes when tweets are posted
Instagram: Reach 50 likes when photos or videos are posted

B. Performances
80% attendance on the day of the showcase
Increase in the diversity of audience (i.e audiences from different schools)
Reach out to target audience of Arts and Theatre Management students (DATM).

Annexes
i. Number of Audiences
No

Name

Tay Joey

Mun Yee Chia

Student ID

School

No

Name

Student ID

School

NYP

21

Celine Ng

14006097

STA

14041472

RP

22

Tiffany Claire

14006317

STA

Hui Xuan Tai

14018993

SOH

23

Michelle Alison
Fonseca

15028993

STA

Rachel Chew

14041492

STA

24

Lavon Tay Yun

Ting

15032548

STA

Victoria Chan

14006524

STA

25

Bhavisha
Methani

15028961

STA

Carissa

14005874

STA

26

Nurfatini Dayana 15024367

STA

Bobby Tan

SP

27

Jerick Pay

14004825

STA

Jaci

15042987

SOI

28

Darren Tan

14000691

STA

Roselyn

15015404

SEG

29

Joshua Lau

14010101

STA

10

Elsen Wong

14056038

SHL

30

Tan Wei Jie

14012391

STA

11

Yuan Lin Tan

14006275

STA

31

Fatehah

14006538

STA

12

Wong Wei Ling

14005981

STA

32

Seri Munirah

14005977

STA

13

Chai Hui Xin

14006588

STA

33

Muhd Jaafar

14006435

STA

14

Syarif

14006154

STA

34

Claudia

14005945

STA

15

Dinah

14006467

STA

35

Ameerul

14005945

STA

16

Sabrina

14006403

STA

36

Kryshan

14006725

STA

17

Vimi

14005860

STA

37

Eya

14037580

STA

18

Afrina

14006172

STA

38

Anisah

14006047

STA

19

Hilda

14006051

STA

39

Nurul Faezah

14005191

STA

20

Danish

14006033

STA

40

Shasha

14006065

STA

S.P.E.A.K Production Attendees

No.

Name

Student ID

Ely Nasrin Kamil Jenaton

14006560

Izyanti Iffazira Bte Mohd F

14006083

Kairunnisa Binte Amran

14005888

Lo Jian Wei Bryan

14006631

Mohashini

14005173

Muhammad Naufalraid Bin Rosli

14058921

Nur Arzilla Binte Shariff

14046340

Nur Hazleena Bye Roslee

14006190

Ruth Lo Weng See

14006122

10

Sim Hui Ling

14006239

11

Teri Koh Xuening

14041399

12

Tina Chua Pei Shan

14037558

13

Isabelle

14005913

14

Ho Yeni

14006118

15

Kelvin Lim

14002198

16

Kelwen Liew

14006136

17

Nur Syahidah Bte Abdul Rahim

14005656

18

Nurul Ainnie Bte Mohamed Sidek

14005909

19

Safwan B Mahmud

14046354

ii. Marketing Schedule

DATE

WEEK 1
(22 Oct)

WEEK 2
(29 Oct)

WEEK 3
(Nov 5)

WEEK 4
(Nov 12)

THINGS TO BE DONE

DEAD
LINE

DESCRIPTION

-Class coming up with synopsis

-Brainstorming of fundraising and
sourcing for sponsorships

Oct 29

-Researching on different types of

goodie bags
-Looking for shops that sells snacks at a
cheaper rate
-Visiting hardware stores and daisos to
look for packing price
-Brainstorm ideas for our fundraising
event.
-Drafting out of fundraising event
powerpoint to be presented.

-Presenting of fundraising ideas

to PM team and ask for approval
-Emailing of Soy Fifty-five
-Changing of marketing
strategies
-Rough planning of budget and
listing down the things that we
need to spend on

Nov 5

-Apologise to our sponsor that we will

not be able to work with them
-Thinking of ideas to reach out to
audience that does not cost money,
besides through social media.

-Setting up and promoting on

social media
-Ask approval for team
photoshoot

Nov
13

-Setting up of emails. Twitter, Instagram

and Facebook
-First stage of brainstorming for
marketing strategies.
-Site recce for photoshoot venues.
-Arrange for the photoshoot

-Photoshoot for poster to be

taken
-Presentation for Ms Joyce and
Ms Corinne.
-Present to PM team our budget
list and ask if we could get
money for printing

19th
Nov
2015

-Finalised the number of programme

booklet and poster needed

-Personal consultation with Ms

Joyce
(Nov 13)

-Presenting our marketing plan to Ms

Joyce - seek clarification

WEEK 5
(Nov 19 25)

WEEK 6
(Nov 26)

WEEK 7
(Nov 26 Dec 3)

-Poster design to be done

Get approval from Artistic
Director, Director and Production
Manager
-Social Media to be constantly
updated

25th
Nov
2015

-Photoshoot taken at TRCC.

-Finalizing of poster design.
-Presentation to the class about our
poster.
-Presentation to Ms Joyce and Ms
Corinne on our Marketing Plan. Ask for
advice.

-Final draft of poster should be

presented
-Taking of individual photos
(actors & director)
-First draft of programme booklet

26th
Nov
2015

-Individual shots to be taken for updating

of social media
-Collating biography of the actors to be
included in the program booklet.
-Update social media sites with photos
from rehearsals, photos of each
department.

-Finalise Poster design

-Present to Artistic Director &
Production Manager for approval
-Social Media to be constantly
updated

3rd
Dece
mber
2015

-Poster design to be presented to the

PM team and Ms Corinne.

December 1
*Survey
(30 Nov)

-Create a survey for our target

audience

-Drafting of questions

Dec 2

-Going around E2 block to get

get survey response

-Going around and finding year 1

students to do our survey which allows
us to come up with ideas to attract our
target audience.

Dec 3

-Email lecturer for approval on

putting up poster on 7th January
-Seek permission to email
students regarding our
production

3rd
Dece
mber
2015

-Sending a copy of our poster to Ms

Corinne to seek approval as well as
seeking permission

-Present our updated marketing

plan to Miss Joyce and guest
8 December
3 Jan
*Study
break/MSA/
Holiday

-Continue updating twitter,

instagram and fb
-Doing up the programme
booklet
-Finalise poster
-Updating of social media
platforms

3 Jan
2016

-Social media sites to be constantly

updated with photo previews of each
department.
-Doing up of programme booklet.

WEEK 8
(January 8)

-Set up Peatix for ticketing

-Prepare promotional items to
promote class to class
-Social media constant update
-Emailing ticket peatix link to
students
-Send poster.jpg to Mr Gavin for
poster printing

11
Janua
ry
2016

-Update details of the showcase on

peatix and create the event on peatix for
people to book their tickets
-Prepare mini goodie bags for our class
to class promotion. (Promotion slips to
be printed out and cut. Sweets to be
added into the packages)
-Based on the student's interest, peatix
link was sent out by email so that they
can book their tickets. (Based on
previous survey responses)
-Poster was sent to Mr Gavin for printing.

WEEK 9
(January
14)

-Site recce of the venue

-Finalize FOH details (voiceover
& seating)
-Class to Class promotion for our
production (Thursday)
-Finalize Program Booklet
-Drafting of voiceover script
-Send draft to Ms Corinne
regarding lecturers invitations.

Week
11

-Site recce of the venue

-Plan for FOH team and our roles.
Seating arrangement for our patrons.
(Planning of VIP seats)
-Went to DATM Year 1s classes and
promote our showcase. interested
students have to fill up a form with their
name and student ID
-Test printing of program booklets and
finalizing it.
-Email Ms Corinne regarding our
invitation for lecturers.
-Posters printed out and pasted on
coloured walls around the school.
-Opening of peatix for ticket sales.
-Sending of VIP invitation once details is
confirmed and approval was given.

WEEK 10

-Doing up FOH slides

-Taking of full-dress photo for
booklet
-Finalise programme booklet
printing of patron name list
-Recording of open house
announcement
-Filling in details for marketing
documentation

WEEK
11

-Putting what we have planned in the

previous week in slides to document it
down.

-Set up front-of-house counter

-Printing of VIP booklets
Day of performance

WEEK
11

(January
21)

WEEK 11
*DAY OF
EVENT
January 28

-Full-dress rehearsal photo taken and

included in the programme booklet.
-Patron list printed for registration on the
performance day.
-Open house announcement recorded
and given to sound designer.

-Front-of house counter to set up and

patron list.
-Set up chairs.
-Print poster for the event.

iii . Survey on Audience Profile

Question 1
Objective: Through this question we are able to find out that our potential audience are
the Year 1 students. We are able to come up with a marketing mix that fits our potential
audience to motivate them to attend our show.

Question 2
Objective: Question 2 allows us to find out which school our potential audience is from.
Through this question, we are able to come up with assumptions about their interests and
awareness on theatre performances.

Question 3
Objective: Question 3 allows us to find out if the students had watched any arts
performances done by school productions prior to this, which could determine whether
they will be interested in watching our showcase.

Question 4
Objective: As a follow up from question 3, we wish to know what motivates them to
attend an arts performance done by the school. Through this question, we are able to
come up with incentives to attract our audience and motivate them to watch our
showcase.

Question 5
Objective: Question 5 allows us to find out and select which platform should we focus
on in reaching out to our target audience. 86.8% respondents gets their information
mainly from School E-Mail.

Question 6
Objective: Through this question, we are able to determine their interest in watching a
theatre performance done by our production. The question received a positive response
from our potential audience as 84.9% of them responded that they are interested to
watch a theatre performance.

iv. Social Media Platform (Followers, Followings etc.)

Twitter: @bl_nkcanvasprod (https://twitter.com/bl_nkcanvasprod)

Followers: 76 (as of 18/2/2016)

Instagram: @bl_nkcanvasprod (https://www.instagram.com/bl_nkcanvasprod/)

Followers: 175 (as of 18/2/2016)

Facebook: https://www.facebook.com/blnkcanvasprod
Likes: 21 (as of 18/2/2016)

v. Marketing Collaterals

Poster Design

Page 1 of Program Booklet

Page 2 of Program Booklet

Mini Flyers Design (for class to class promo)

Sticker (used as ticket)