A Marketing Plan for "Wollongong Pub"

Paper Summary:

The paper explains that this pub is not like a comedy club because it is also a coffee house. The author believes that this marketing position is appropriate because the personalities of artists tend to be more gregarious, and arts and drama majors enjoy sitting in on a discussion of their performances, thoughts, and ideas. The paper relates that one of the strongest arguments for approaching the market through a brand strategy is that the result benefits both the company and its customers by reducing the number of decisions consumers they feel they need to make.

Table of Contents
Executive Summary
History of the Arts in terms of an Evaluation of the Marketing Strategy.
The Plan
Weekly Events
Monthly Events
Branding and Identity
Support Services

From the Paper:

"The arts have long been a part of cultural expression in Australia. Despite its geographical remoteness, Australia is anything but a late- bloomer in the theater arts and has been a vital and enterprising center for dancing since 1835. In that year, the ballet "The Fair Maid of Perth" was mounted with local dancers at Sydney's Theatre Royal. After World War II, state education departments began to set up and fund arts councils focusing on decentralizing the arts to country centers and schools. The Elizabethan Theatre Trust was set up to commemorate Queen Elizabeth's first visit to Australia, and state symphony orchestras were established. Professor Throsby, an arts economist at Macquarie University, said the first half of the 1970s was often seen as a cultural renaissance when the creative arts blossomed, thanks to enlightened public patronage."

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