IMPROV ASYLUM

Alex Oanono, Molly Wolfberg, Jess Peck, Lauren Cortizo

ABOUT

Located in Bostons North End at 216 Hanover Street. Best described as being like Whose Line is it Anyway meets SNL Opened in 1998 Performed over 3500 shows for over 500,000 people 180 seat theater Featured on HBO Performed in New York City, Chicago, Los Angeles

OFFERS

Improv & sketch comedy shows every Tuesday-Sunday Corporate events and group events

Organized groups can attend shows together of have the show come to them in a separate venue.

Corporate Training Programs

Focuses on individuals, teams and whole companies to work on communicating with one another more effectively Breaks the ice and gets people to think of their feet

Classes

Improv classes ranging Level 1 (Introduction) to Level 6 (nal session in which the class creates and original comedy) Sketch Classes ranging from Level 1(Intro to Sketch Writing) to Level 3 (Writing Team) which is roughly an 8 week program

CURRENT TARGET AUDIENCE

Ages 17-30 (Must be 17+ to attend
shows)

Local Bostonians, tourists,

comedy lovers group

Earlier shows have younger age Larger shows enforce 21+

crowd (Raunch)

CURRENT TARGET
ATTITUDES & BELIEFS

Hilarious Good place to bring friends or a date Hidden Gem

enjoy the exclusivity of the shows

Enjoy audience interaction Pricy, but you get what you pay for - a fun, entertaining evening A lot of out-of-towners looking for a place to watch a comedy show

CURRENT AUDIENCE INTERNAL INFLUENCES

Personality: Learning: Personal Lifestyle:

open to comedy, outgoing

educated, can learn visually

Values: success, money, love, self-esteem professional, afuent, city-dwellers

Emotional

Expressiveness: comfortable enough with themselves to express emotions

CURRENT AUDIENCE EXTERNAL INFLUENCES

Reference Groups

Close friends Family members Sub-culture: improv and comedy enthusiasts

Social Class: upper-middle class, able to afford an expensive ticket Situational

Atmospherics: a professional place (performers in suits and ties) Timing: a night out on the town, potentially intoxicated, prepared to laugh

CURRENT AUDIENCE DECISION MAKING PROCESS

1.Need Recognition: self-esteem 2.Research: nding other comedy clubs in Boston (Improv Boston, Comedy Connection Boston etc.) via the internet and talking to reference groups 3.Evaluation of Alternatives: assessing the class selection, times and reviews (via Yelp and WOM) 4.Exchange: calling or signing up online for class specic to level of skill 5.Post-Evaluations: if value gained from class is worth the price, time, travel costs etc.

BOSTON

Current estimated population: 757, 435 Broken down by age 5-9 year old: 40,058 10-14 year old: 33,164 15-17 year old: 21,720 Age bracket is roughly 18% of Boston/Suffolk Countys population 148, 635 family households- 49.84% of county Married-couple Family, own children 23.50% Roughly 138,600 (46%) people in Boston love to attend live theatre.

POTENTIAL MARKET:
CHILDREN & THEIR MOTHERS

ATTITUDES & BELIEFS

MOMS & KIDS

Unaware that Improv Asylum has programs for children It is a high end and professional place to go out to Located in a nice area of Boston

KIDS INTERNAL INFLUENCES

Personality: youthful, open-minded, openhearted, naive, spontaneous Learning: still in the process, absorbs everything around them Personal Values: reect those of parents Lifestyle: living at home with family, going to school, partaking in lots of activities Emotional Expressiveness: still developing, react immediately to feelings

MOMS INTERNAL INFLUENCES

Personality: protective, loving, helpful, responsible Learning: educated and willing to learn for their children Personal Values: providing for children Lifestyle: working part-time or stay at home mom Emotional Expressiveness: emotional regarding family

KIDS EXTERNAL INFLUENCES

Reference Groups Friends from school Parents and guardians

MOMS EXTERNAL INFLUENCES

Reference Groups Close friends Family members Sub-culture: social and mobile mothers Social Class: upper-middle class, able to send children to private school Situational Timing: always in a rush, affects buying behavior

KIDS DECISION MAKING PROCESS

1. Need Recognition: love and belonging 2.Research: media, parents and guardians, online 3.Evaluation of Alternatives: whatever appeals to them the most, whatever makes them feel cool 4.Exchange: convincing parents and guardians to purchase 5.Post-Evaluations: if value is greater than the work put in to convince parents and guardians

MOMS DECISION MAKING PROCESS

1. Need Recognition: love and belonging 2.Research: social websites (Yelp, mommy blogs) and word of mouth from reference groups 3.Evaluation of Alternatives: assessing what is the best for their children 4.Exchange: calling or signing up online for activity 5.Post-Evaluations: if value gained from class (child feeling better about themselves) is worth the price, time, travel costs etc.

KIDS AS INFLUENCERS
Have

a large amount of inuence on purchases that directly affect them 9-11 have the most input on decision making

Ages

WHO THEY INFLUENCE

Those

KIDS

most likely to be inuenced

Women Older

adults households

Lower-earning Unmarried

parents/guardians

PURCHASING BEHAVIOR
Still

MOMS

make most purchasing decisions in families brands guide routine purchases

Familiar Friends

and family most trusted in new purchases, especially younger mothers on social websites when making decisions (mommy blogs, LivingSocial, Groupon, Yelp)

Rely

WHAT THEY CARE ABOUT

MOMS

Showing love and increasing selfesteem is the reason parents feel spending time with their kids is important 25% say that electronic devices are hindering their familys face-to-face communication Childrens safety is becoming even more of a concern

Becoming more social and mobile crazy

FAMILY ENTERTAINMENT SPENDING

Growth

of live entertainment has outpaced most forms of at-home entertainment spend less than $100 a month spends over $100 a month year olds are more likely to spend between $200-300 per month

40%

40%

25-34

MEDIA CONSUMPTION
TV

KIDS & TWEENS

is still the primary channel of marketing 2-17 hours of TV/year

Ages

15,000-18,000 TV

commercials are still working of children say ads make them buy things

25%

Over

30% say they like to buy things theyve seen on TV

MEDIA CONSUMPTION
Most

KIDS & TWEENS

effective commercial themes:

Humor The Cool Factor Fantasy The

typical 8-10 year-old spends 46 minutes online per day

WHAT ARE COMPETITORS DOING?

Gotham Comedy Club, NYC

Times Square Arts Center, NYC Improv 4 Kids is the only short form profession improv troupe and show designed exclusively JUST for kids! Show designed for Kids Tours Activities include: improvisation, music, story telling, dance, pantomime, theatre

Stand-up comedy Monthly workshops (ages 10-17) Camp Kids N Comedy

IMPROV BOSTON
40

Prospect St., Cambridge classes

Youth Teen

classes show show birthday

Family Family

parties

BENEFITS OF COMEDY

Energy gauge Humble pie Increased condence Improved public speaking skills Enhanced acting abilities Gained comfort in social settings

Rened brainstorming abilities Improved listening and observation skills Enhanced creative-thinking abilities Improved decision-making skills Team development skills

KEY INSIGHTS
Children Mothers Parents

heavily inuence parents purchases are main purchasers in families

main concern is improving their child's self esteem

AD CAMPAIGN
GEARED TOWARDS KIDS

COMMERCIAL

LETS MOVE! 2011 SHAPE UP SOMERVILLE

Improv Asylum comedians will tour throughout the greater Boston area to private elementary schools

Interactive assemblies with students Encouraging self-esteem & being active

Hand outs:

Goodie bags: yers for parents, improv-game idea cards, slinkies, bouncy balls - all products that encourage physical activity and imagination.

AD CAMPAIGN
GEARED TOWARDS MOTHERS

What a character.

His self-esteem is through the roof.

Imagination is the key to condence.

Let us get the door for you.

She used to be shy.

Now shes the star of the class.

Playing dress up isnt enough. Get into character.

Say goodbye to shy.

Say hello to self-esteem.

What a character.
Future SNL host.

We dont like it either.

Quit hiding the controllers. They wont want em anymore.

Make memories. Build condence.

MOMS LOVE APPS

Imagination is the key to condence.

Let us get the door for you.

THANK YOU!