Integrated Marketing Communications

MECM90035

Assignment 1

Student Name: Xiaowen Wang

Student Number: 784085

Tutorial Time : Thursday 3:15 p.m

Tutor : Eloise Faichney

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Nowadays, with the development of social culture, demands of social psychological
needs are growing. Theatres, as the accumulation of history and cultural, it is not only
a place to appreciate a work of drama or literature in the traditional sense, but also a
platform for the public to enjoy, to feel and to be educated. The Australian
government has introduced a wide range of theatre-related assistances that attempt to
preserve declining art forms (Kelly,1998). However, the present situation is that more
and more theatre companies in Australia faced challenges of the dominant modern
recreation culture and the age gap between audiences, and thus the survival chance in
theatre industry is ever shrinking. Theatre industry is highly unstable and there is a
much greater chance of problems due to its show quality, the characteristics of strong
seasonally, distinctive nationality, and other external uncontrollable factors.
Moreover, differing audiences’ expectation, their abilities to recognize and appreciate,
as well as their income level has jointly determined a high elasticity of demand, which
in return results in a relatively lower brand royalty with theatre companies than other
recreation culture industry such as cinemas. Melbourne Theatre Company (MTC), as
a long-established home theatre leader in Melbourne with a unique geographical
location in Southbank, has developed a very long-term appreciation of the arts groups
loyal audiences. While maintaining its consistent brand personality of professional,
elegance and refined, the issue of how to instill new elements into existing brand
equity and efficiently convey the message to their target audience, especially their
new target group of young audiences under 30, must be addressed in order to attract
more age groups. An effective integrated marketing communication plan by
employing multi-channel synthesis enables marketers to create coordinated and
consistent messages in the mass media as a unified and repeat brand image, aiming at
the recognition of audiences (Sheth & Malhotra, 2011). Therefore, combining the
IMC approach with MTC’s current communication strategy would maximize efforts
and this essay will analyze the current position of MTC and the benefits that
implementing IMC could bring to MTC.

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Implanting an IMC approach refers to combining efforts of using a variety of
communication channels to provide clear and consistent brand message in any context
in a consumer-controlled market rather than focusing on a retailer-dominated market
(Einwiller &Boenigk, 2012). An IMC approach forms a multidimensional and all-
round communication strategy to provide more ways to effectively reach the target
groups at a right time. From marketers’ aspects, IMC facilitates collaboration and
creates synergy with communication mix and help them gain more control over their
brand presence (Zoeller, 2018). Moreover, since each media channel differs in the
message it contains and delivers, utilizing a unified message including brand voice
and brand image could help consumers get an accurate decode of messages. It is
extremely powerful and effective with each communication channel having a
consistent message over time that reinforces the brand identity with their customers
and avoids message confusion(Zoeller, 2018). Meanwhile, IMC could also avoid the
audience’s resistance and positively influence their experience and attitudes towards
brand at every touch point, which directly affect audiences’ interpretations of brand
message across all media channels (Rojas-Méndez, Davies &Madran, 2009). Once the
target groups are repeatedly exposed to the same messages from a variety of channels
over a period of time, brand messages have been pushed into audiences’ subconscious
that actually help build a trust and loyal customer relationship. In the particular case
of MTC, it’s new target group are the people under 30 and its long-term campaign
objective would be turning those non-regular theatre-goers into regular theatre-goers.
Generally speaking, ‘theatre arts’ is often characterized as elegant, taste, deep and is
just for a small minority. It seems to be an exquisite art that is too far away from the
daily life especially for this age group. The misconception and warping of what
theatre art actually means directly lead to the lack of audience interest in theatre. If
MTC can adjust its communication message and apply the message to the integrated
media resources, the company can create a new brand positioning and redefine the
meaning of theatre art to attract younger participants. By employing IMC approach,
MTC can deliver a consistent message in a high level of exposure through those
media channels which are frequently used and are closer to the youth.
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In the entire IMC plan, developing a unique brand personality is the most critical
thing for MTC because it determines the content of information that needs to be
communicated to the targets, as well as the selection of channels used. Brand
personality can be likened to a person’s sparkle, which is used to explore and attract
more potential customers. It is how marketers want customers to recognize the brand
(Aaker, 1997). What does help consumers decide is the look, feel and experience that
the brand offers. MTC has characterized itself as a professional, skillful, diversified
and energetic pioneer. However, as shown by the existing information, MTC is more
likely to be linked with a brand image of elegant, exquisite, professional and old style.
When audiences open up the MTC’s website page in their first attempt, the first thing
they notice would be that MTC uses black as the main color and compliment with
darker shades. Black is always an accent color imparting formality and serious feeling
(Singh,2006). It also uses scripted font and simple linear elements as its logo that may
enable customers to connect the brand image with sophisticated and conservative.
Moreover, the majority of the stage photos on their website are ladies in formal court
uniform that would make consumers feel distant. All of these findings prove that the
message and current brand personality are bizarre and alien to the targets who are
under 30. In order to attract people under 30, MTC should emphasize their interaction
with the audience in a dynamic way such as decorating its website with some bright
colors, designing posters that have a visual impact and producing interesting or
romantic behind-the-scenes footage on social medis to shorten the distance and
approach the youth. What’s more, MTC also lacks a strong brand voice and celebrity
endorsers to personify MTC. Brand voice refers to being consistent with the position
you are creating, and it is the expression and reflection of brand personality. Since
MTC is currently trying to attract this young group, a young and hip tone should be
applied, corresponding to the brand portrait of decent but still has infectious
enthusiasm (Heald, 2015). What’s more, using some young socialite as the brand
ambassador can build brand equity of spunky and help MTC differentiate itself as
diversified and compatible that deliver a consistent brand voice to the targets.

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On the other hand, the fierce market competition in Melbourne has determined that all
of the marketers need to explore their own uniqueness and selling points to
differentiate themselves. The main direct competitor for MTC must be the Malthouse
Theatre, which also located in Southbank and has similar target audiences. The
tagline “what happens next” is so eye-catching. When visiting the Malthouse’s
website, its super modernism posters contain deeper source of stylish, youthful and
energetic. Malthouse has also posted some short music videos, which captures some
memorable moments during rehearsals. All of these actions can help consumer
visually understand Malthouse, build brand trust and eliminate strangeness, especially
for those non-regular theatre goers. More than that, the most successful part of
Malthouse’s communication process is that Malthouse even has its own bar inside the
theatre. Usually, a bar is considered as a relaxing place aiming to chase fun. It is hard
to connect a bar with theatre art. However, this kind of strange mixture turns out to be
the strongest communication weapon that delivers a consistent brand message through
all the channels of casual, comfortable and friendly atmosphere. MTC should learn
the approach and marketing tactics Malthouse uses to communicate with the
audience.

All in all, the IMC approach can create synergy by delivering a consistent brand
message through all media channels, which help build brand image and create loyal
customer relationships. Meanwhile, brand personality and strong brand voice can help
MTC differentiate itself in the fierce competition. The most important rule for MTC’s
marketing strategy should be understanding their target customers’ characteristics and
using IMC plan to approach them.

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