LAKEVIEW THEATRE COMPANY

100 Lakeview Drive, Pittsburgh, PA 15213 www.lakeviewtheatre.com

724-743-9111

March 1, 2014
DANCING WITH LAKEVIEW STARS
Lakeview Theatre Company proposes the first annual Dancing with
Lakeview Stars fundraising event. This event, slated for Friday, Nov. 7,
2014, will be fun and family-friendly, as it will showcase local community
dance talent. Lakeview Theatre believes that community engagement is
important, and with talent from community members, Lakeview Theatre can
continue to attract community members to the theatre. The event will
follow the format of ABCs award-winning hit series," Dancing with the
Stars." Dance routines will be choreographed by Lakeview dancers.
Proceeds from ticket sales for this event will benefit Lakeview Theatre
Company.

ORGANIZATIONAL BACKGROUND:
Lakeview Theatre Company was founded in Pittsburgh, PA in March 2010,
and its focus is to provide quality theatre productions to the immediate
Pittsburgh suburban area. In just under five years, Lakeview Theatre
Company has presented 14 plays and musical productions. The theatres
pristine location along Crooked Creek Lake makes it a visually appealing
sanctuary from the hustle and bustle of the city.
Lakeview Theatre Company provides opportunities to both developing and
established actors. The theatre provides both adult and childrens stages,
and its scripts include many genres such as musicals, mysteries, comedies
and dramas.

In addition to our executive and communication directors, Lakeview Theatre

Company also employs student interns during the summer months. A large
pool of volunteers is essential to the smooth operation of the theatre.
Volunteers help with many activities such as setting up seating, serving light
snacks and beverages, ushering patrons into the theatre, and passing out
brochures about the theatre.
Lakeview Theatre Company strives to provide quality and innovative live
entertainment to a diverse audience in an effort to awaken the spirit, touch
the heart and kindle a passion for theatre.
SITUATION:
Lakeview Theatre Company is a suburban Pittsburgh theatre that recognizes
the importance of community awareness, engagement and participation in
its operations and endeavors. Lakeview Theatre is concerned with the
future of its community and it determined to make a positive contribution
and take its place as a solid community citizen.
PRIMARY OBJECTIVES:
To increase awareness of Lakeview Theatre Company and its
community events by 40%, which will be measured through a pre-post
and post survey of the Dancing with the Lakeview Stars attendees
by March 1, 2015.
To increase visitation to Lakeview Theatre Company productions and
their website by 700 visitors by March 1, 2015.
To raise at least $2,000 in additional funds for Lakeview Theatre
Company by March 1, 2015 through increased ticket sales, fundraising
events and patron donations.
To generate favorable impressions of Lakeview Theatre Company by
March 2015.
To create positive attitudes about Lakeview Theatre Company and the
programs it has to offer through this campaign by March 1, 2015.
PRIMARY GOALS:
Goal: To build brand awareness
Purpose: It is important to make communities aware of Lakeview
Theatre Company and the community programs it has to offer.

Goal: To increase positive sentiment

Purpose: It is important that our publics have positive attitudes about
Lakeview Theatre Company so that they can talk positively about the
theatre to others.

Goal: To manage customer feedback and enquiries

Purpose: Customer feedback is very important to keep a business

running. This will promote customer loyalty and give Lakeview Theatre
Company the necessary feedback to ensure the customers are always
happy.

Goal: To reach all target audiences and get them actively involved in
the theatre.
Purpose: It is Lakeview Theatre Companys purpose to reach its target
audience so it can expand as a theatre and attract actors and
volunteers to the theatre.

Goal: To plan, organize, and run fundraisers for Lakeview Theatre

Company.
Purpose: To promote the theatre, raise awareness, and connect with
the public.

PRIMARY MESSAGES:
Unite to dance at Lakeview Theatre Companys Dancing with Lakeview Stars
event.

Lakeview Theatre believes that community engagement is important,

and with talent from community members, Lakeview Theatre can
continue to attract community members to the theatre. This event,
slated for Friday, Nov. 7, 2014, will be fun and family-friendly, as it will
showcase local community dance talent.

Lakeview Theatre Company promotes a synthesis of awareness and performance.

Lakeview Theatre Company is a suburban Pittsburgh theatre that

recognizes the importance of community awareness, engagement and
participation in its operations and endeavors. Lakeview Theatre is
concerned with the future of its community and it determined to make
a positive contribution and take its place as a solid community citizen.

PUBLICS:
To reach our publics, Lakeview Theatre Company plans to use a variety of
different media tactics. It wishes to convey the importance of community
engagement in an effort to garner support for its performances by creating
and stimulating interest in the theatre.
PRIMARY PUBLICS:
The primary publics for this campaign are adults, children, and patrons of
the arts. We plan to reach them primarily by publications and through social
media (newsletters, brochures, fact sheets and advisories.)
PLACE AND TIME:
The Dancing with Lakeview Stars event will take place on Friday, Nov. 7,
2014 at 7 p.m. at Lakeview Theatre Company in Pittsburgh.
TACTICS:
Hand out special offers and an informational brochure about
Lakeview Theatre Company at the event for future events and
performances.
Offer newsletter sign-ups during the event to increase
awareness of performances and events at Lakeview Theatre
Company.
Direct attendees to the Lakeview Theatre Company website
through follow up emails and newsletters using the compiled
contact information.
At the event, distribute informational brochures, fact sheets and
flyers about the positive impact Lakeview Theatre has on the
community.

Collect contact information and follow up with emails about

upcoming Lakeview Theatre events and performances to
increase awareness and participation.

MEDIA RELATIONS:
Six months before the event:
Contact local reporters about the upcoming event.

Pittsburgh Post Gazette, Sharon Eberson-News Reporter

Pittsburgh Tribune, Bobby Kerlik-Community Reporter
Pittsburgh Tribune, Natasha Lindstrom- Arts and Entertainment
Reporter

These reporters will receive pitch letters, news releases, feature stories and
an advisory about the upcoming event.
Local bloggers will be invited to the special event.
Pittsburgh Mommy Blog, Nadine Champsi- Pittsburgh event blogger
Pittsburgh Magazine Blog, Virginia Montanez- News blogger

Local

radio stations should be informed about the event.

96.1 KISS FM
Froggy 95.1
Wish 99.7
95.9 BOB FM

We will send out news releases, advertisement commercials and radio

readers to these stations to create buzz about the event.
Three months before the event:

Send video news releases to newspaper reporters to promote

Lakeview Theatre Companys website and their community
engagement events. The videos will feature Lakeview Theatre
Company performers talking about the positive impact of
community engagement on the theatre.

One month before the event:

Send a special invitation to all reporters and influential bloggers

who might be interested in the announcement. The invitation
can be by first class mail or more formal with graphical
elements.

EVENT OUTLINE:
Event Preparation:
Send out press releases, photo newsletters and pitch letters to
local newspapers.
Promote the Dancing with Lakeview Stars Event on Lakeview
Theatres social media pages such as Facebook, Twitter and
Instagram and encourage visitors to follow.
Encourage community members to become theatre patrons and
offer to include patrons names in the 2015 production
programs.
Send out flyers to the local community about the event.
Day of the event:
Provide information regarding auditions, as well as job and
volunteer opportunities at the Lakeview Theatre Company.
Hand out special offers and informational brochures regarding
Lakeview Theatre Companys upcoming performances and
events.
Distribute informational brochures, fact sheets and flyers during
the event about the positive impacts Lakeview Theatre has on
the community.
Collect contact information and follow up with emails regarding
upcoming Lakeview Theatre performances to increase
community awareness and involvement in the theatre
REFERENCES:
Crooked Creek Lake (2014). Retrieved from
http://www.lrp.usace.army.mil/Missions/Recreation/Lakes/Crooke
dCreekLake.aspx
Dancing with the Stars (2014). Retrieved from
http://abc.go.com/shows/dancing-with-the-stars
IMAGES:
Retrieved from hardlinesdesign.com

Retrieved from hdwallpapersinn.com