Muncie Civic Theatre : a strategic media plan

Abstract

Muncie Civic Theatre is entering its 80th season in August, 2011. In the past year, not only has the theatre been making physical changes, but also have its operations. A major transition has been taking place, including changing in business practice, staff and management. However, with all of these great things happening, Civic isn't seeing a strong, consistent increase at the box office. Therefore, they need a way to reveal to the public the "new" Muncie Civic Theatre. This way they can reinvigorate passion in long-time patrons and attract new audiences alike, filling the seats once again. The following strategic marketing plan is to reintroduce the Muncie Civic Theatre to the community and create a renewed relationship with the citizens of Muncie.