Name: Alexandra Gerard
Hometown: Belchertown, MA
Internship Sponsor: The Hanover Theatre for the Performing Arts
Primary Responsibilities: My internship responsibilities include: fostering positive relationships with local businesses, including restaurant owners and advertisers; setting up and coordinating participation in fairs and festivals; distributing promotional materials; posting press releases and new stories on the theatre’s website; and customizing online marketing and PR for each new show.
Blog entry: My internship at The Hanover Theatre for the Performing arts is an intriguing “hands on” look into the fascinating entertainment industry. The concepts that I have learned in my marketing classes are highly transferable in this internship. Beginning with Marketing 101, when I learned how important it is to choose the right target market for a product or service, I am working to ensure that the process to determine the target market for each show at the Hanover Theater is right.
The Marketing Director uses specific demographics of surrounding towns and cities to analyze the consumers who can both afford subscriptions and consumers who are close enough to the theatre to come to more than one show. It is a tedious process, but because the marketing budget is not unlimited, the Marketing Department needs to choose wisely in determining their mailing lists.
In Marketing Management, I learned the importance of choosing the right promotional materials for products and services. Choosing the right promotional materials is crucial in the entertainment industry because we want to excite consumers with festive language and engaging photographs from past, current and future shows.
To stay within budget, the Hanover Theatre also uses weekly emails and social websites to get our word out to potential consumers who love the arts. I update social websites about upcoming shows. The goal of the theatre is to sell out shows - and this involves extensive marketing knowledge!