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.