More People in ThiK

Abstract

The Current Situation of the theatre is right as explained in the Kick-Off Meeting. They have steady and stable audience attendance numbers for their shows, and they maintain a good relationship with their audience. Furthermore, a few more shows and collaborations are outstanding until the season end. Last year’s statistical data shows that during the season 121 shows took place in the theatre and 89 were public shows and 32 were school performances. More than 8000 spectators visited shows in the theatre. The average utilization was 60%, and on average every show had 66 spectators.

Besides the fact that the theater has no real pain points now and is in a stable situation, the question arose about how they can attract a broader audience. The central questions that the client would have an answer to were “which target audience they have” and “how efficient their communication channels are, advertisement actions towards their audience.” Therefore, the client has placed for this thesis to the FHNW to get an outside analysis/view from an economic student about their marketing activities.