the

Romance
Theater

Table of contents
Executive Summary

Background

Situation Analysis

Audiences

Objectives

Strategies and Tactics

Calendar

13

Budget

14

Evaluation

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Executive Summary
The Romance Theater is run by the City of Rexburg. The theater shows movies
and hosts events on a weekly basis during the fall and winter for residents of
Rexburg. It is also available for rentals throughout the season. The Romance
Theater has great potential. This campaign will give the theater the positive
attention it deserves.
There are two main purposes to this campaign. The first is to increase
awareness of The Romance Theater to the student population and the families
in Rexburg. The second is to increase sales and traffic. These two objectives
will be achieved by implementing four different strategies. These strategies
are to create a cohesive image and brand that is recognizable through multiple
platforms, bring awareness of the Romance Theater through various media, use
different incentives for people to attend and host different events.
This campaign is directed towards students at Brigham Young University- Idaho and families in Rexburg looking for a cheap, fun activity. The funds needed for this campaign will cover printing materials, ads, boosting webpages, a
booth at the farmers market and paint and decorations for the remodeling of the
theater.
The execution of the campaign will put The Romance Theater in the public
eye and will increase awareness as well as increase traffic and sales. In order to
evaluate the success of the campaign, a survey will be sent out before and after
the campaign in order to measure if awareness has grown. Focus groups will
also be conducted to measure attitudes and awareness of The Romance Theater.

Background
The Romance Theater opened in 1917 to area residents. It featured silent
movies and vaudeville acts on a weekly basis. In 1935, the theater began
showing talking pictures and became the entertainment center of the Upper
Snake River Valley.
In June 1976, the Teton Dam caused serious structural damage to the theater.
The Romance Theater lost many of their posters and costumes in the flood.
After the flood, the theater was sold and became the Westwood. The Westwood theater showed movies until 2001, when the City of Rexburg took over.
The City of Rexburg restored the theater back to the Romance Theater and
continued to show movies and hold events.
Today the Romance Theater is still run by the City of Rexburg. The theater
shows movies and holds events during the fall and winter for residents of
Rexburg. It is also available for rentals throughout the season.

Situation Analysis
The Romance Theater features movies and productions on a weekly basis.
The movies are every Wednesday night for 50 cents. The Romance Theater
offers concessions before and during the showing of the movies. They include
popcorn, candy and soda, each for only one dollar. The movies played are
always family friendly and on occasion, the theater will play a classic movie.
The Theater will also host different productions of plays or shows every season. The challenge for The Romance Theater is having to compete with other
forms of entertainment around Rexburg as well as raising awareness of the
movies and events it holds weekly.
They currently use social media and posters to get the word out.

Strengths
1. Good location with high population
2. Unique compared to other venues
3. Affordable to the public

Weaknesses
1. Not well advertised
2. Competes with other events in town
3. Lacking unified brand/No social media cohesion
4. Small budget
5. Short season

Opportunities
1. Create cohesive branding through multiple platforms
2. Raise awareness through multiple means
3. Increase sales and traffic through effective advertising
4. Located in college town

Threats
1. Competition with:

-LDS community

-BYU-Idaho events

-School district (Madison, Sugar-Salem) events

-Movie theaters
2. Venue is outdated

audiences
There are two target audiences for this campaign. The primary audience is
BYU-I students. The secondary audience is families in Rexburg. In order
to create key messages, the Romance Theater will seek out the following
audiences:

Primary Audience: Brigham Young University - Idaho Students

Building and maintaining a relationship with BYU-Idaho students will
benefit the Romance Theater by increasing sales as well as increasing
student attendance. College students make up a significant part of the
Rexburg population and are usually looking for entertainment that will save
money. The proximity of the Romance Theater to BYU-Idaho and multiple
student housing complexes makes it a great place for college students to
hang out.
Key audience messages: The Romance Theater provides fun entertainment for minimal cost.

Secondary Audience: Families in Rexburg

Building a relationship with families in Rexburg will benefit the theater
by getting other families to come through word of mouth advertising and
keeping a consistent clientele.
The Romance Theater is a great place for a family night. The price and
movie selection is ideal for families with young kids. Many of the families
with younger kids are also college students looking to save money.
Key Audience Message: The Romance Theater is a family friendly, money saving entertainment
for the whole family.

objectives
The ultimate goal of this campaign is to bring awareness of The Romance
Theater to the student body and families of Rexburg and to increase traffic and
sales:

- Increase awareness of the Romance Theater by 50%

- Increase awareness of services of the Romance Theater by 60%
- Increase attendance of movies and events hosted by the Romance
Theater by 50%

Strategies and tactics

There are four strategies to this campaign. Each strategy includes its own set of
tactics and is designed to reach the main objectives.

Strategy 1: Create a cohesive image and brand that is recognizable through

multiple platforms.

A new, modern, sleek look will be implemented through a new logo and cohesive branding. The new logo will be used on all social media platforms including
Facebook, Instagram, Twitter, as well as the new website that will be designed to
complement the new look. Having a recognizable brand will increase awareness
and customers will become more familiar with the Romance Theater. This new
look will be appealing to the target audience.

Tactics:
Create New Logo
- New, modern look
- Color scheme: black, grey, red and white
- Incorporate the Vintage feel of the projector showcased in the lobby
Social Media
- Change Twitter, Facebook, Instagram to match the new
look of the Romance Theater
Website
- Create clean, modern website for The Romance Theater
Remodel Location
- Paint job with new colors - red, grey , black and white
- Window cling to the front doors
- New movie posters and decorations
- Red, velvet cloth added to the base of the projector in
the lobby

Strategies and tactics

Strategy 2: Bring awareness of the theater through different media
Tactics:
Fliers
- Design new, modern fliers
- Hand out fliers at farmers market
- Send out using Direct Mail
-Put up fliers around town, in local businesses
Farmers Market
- Set up a booth where people can play games and win free tickets
- Hand out fliers with information about the upcoming season and movies
Social Media
- Use all social media accounts to post movies and events happening that week
- Offer deals
- Post frequently to establish social media presence
- Search and follow local residents and BYU-I students
- Use Iconosquare to find when followers are most active and how to optimize reach
- Use Facebooks center page to learn how to have a better presence
- Boost posts on Facebook for 5 dollars
Website
- Post movie schedule and events on website
- Share website link on social media accounts
- Start a blog and feature an article on local artists weekly
- List deals, promotions and movie schedules
- SEO website for movies in Rexburg
Brigham Young University - Idaho Scroll
- Advertise movies and deals
- Pitch interesting stories to the news editor
scrolleditor@byui.edu
scrollnewseditor@byui.edu
Email List
- Use current email list to actively send information and coupons
- Insert option for people to give their emails on the website to grow the email list

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Strategies and tactics

Strategy 3: Give incentives for people to attend
Tactics:
Deals
- Have a date night deal: two movie tickets, large popcorn, two drinks for
$3.50
- Buy One Get One: Buy one large popcorn, get one 50 percent off or buy
one ticket, get one free etc.
- Dress up deal: Dress up like your favorite character from the movie we
are showing tonight, take a picture and post it on social media and get in
free
- Picture deal: take a picture outside the Romance Theater, post it on social
media and you get a free drink
- Like us on Facebook and get a free small popcorn
Punch Card
- Give out punch cards to keep customers coming back. Once they have attended 5 times, they get in for free
or they get a free popcorn and drink.

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Strategies and tactics

Strategy 4: Hold different events at the Romance Theater.
Tactics:
Themed Months
- Have a specific theme for each month (examples: September Back to
School; October Halloween)
- Show movies that support each theme
- Have local artists paint the exterior windows of The Romance Theater to
match the theme for the month
Throwback Thursdays
- Start a throwback Thursday event for movies. Instead of playing a classic movie on
a regular Wednesday, once a month have a throwback Thursday where a classic or old
favorite will be shown.
- Encourage participants to take pictures and use the hashtag:
#throwbackthursdayattheromance
Marathons
- Use movies that have sequels and play them back to back on a Saturday, such as
Harry Potter, for a discounted price. (Superhero movies, Disney movies, etc.)
- For an extra dash of fun, encourage customers to come dressed up as their favorite
character for free concessions.

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calendar
The campaign should be implemented throughout the off season and during the
season of the Romance Theater to meet the objectives.
Strategy 1 This strategy should be implemented as soon as possible. In order
for people to associate the new brand with the Romance Theater, the new brand
needs to be showcased immediately.
Strategy 2 This strategy should begin a few months before the season
begins the middle or end of June. This strategy will be used during summer
to inform the community of events, but will also take place throughout the
whole season.
Strategy 3 and 4 These strategies should be implemented once the season of
the theater begins and throughout the season.

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Budget
The budget for the campaign has been outlined below.
Paint for Interior

$18.99 per gallon*

Movie Posters

$10-20 per poster off Amazon

Red Velvet Cloth Material

Estimated $5 per yard

Window Cling

$60-80 per cling on smartpress.com

Flier Printing

$.08 per flier*

Farmers Market

$10 for walk in booth, $50 for membership, freeif handing fliers

Iconosquare

Free

Boosting Pages

$5

Website

Free

Scroll Advertising

$180 for quarter page ad*

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evaluation
In order to measure the success of this campaign, a simple, random survey will
be sent to the student body and area residents to see if the target audience is
more aware of the Romance Theater.
Various focus groups will also be conducted before and after the campaign to
measure the changes in attitudes of people towards the Romance Theater and to
measure how aware people are of the theater.

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