Improv Asylym

7/31/2019 Improv Asylym

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Alex Oanono, Molly Wolfberg, Jess Peck, Lauren CortizoIMPROV ASYLUM


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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


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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 aseparate venue.

Corporate Training Programs

Focuses on individuals, teams and whole companies to work on communicating withone another more effectively

Breaks the ice and gets people to think of their feet

Classes

Improv classes ranging Level 1 (Introduction) to Level 6 (final session in which the classcreates 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


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CURRENTTARGET

AUDIENCE

Ages 17-30

(Must be 17+ to attendshows)

Local Bostonians, tourists,comedy lovers

Earlier shows have younger agegroup

Larger shows enforce 21+crowd (Raunch)


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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


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CURRENT AUDIENCE

INTERNAL INFLUENCES Personality: open to comedy, outgoing

Learning: educated, can learn visually

Personal Values: success, money, love, self-esteem

Lifestyle: professional, affluent, city-dwellers

Emotional Expressiveness: comfortable enough withthemselves to express emotions


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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

EXTERNAL INFLUENCES


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CURRENT AUDIENCE

DECISION MAKING PROCESS1.Need Recognition: self-esteem

2.Research: finding other comedy clubs in Boston (Improv Boston,Comedy Connection Boston etc.) via the internet and talking to referencegroups

3.Evaluation of Alternatives: assessing the class selection, times andreviews (via Yelp and WOM)

4.Exchange: calling or signing up online for class specific to level of skill

5.Post-Evaluations: if value gained from class is worth the price, time,travel costs etc.


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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.


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POTENTIAL MARKET:CHILDREN & THEIR MOTHERS


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MOMS & KIDS

ATTITUDES & BELIEFS

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


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KIDSINTERNAL INFLUENCES

Personality: youthful, open-minded, open-

hearted, naive, spontaneous

Learning: still in the process,absorbs

everything around them

Personal Values: reflect those ofparents

Lifestyle: living at home with family,

going to school, partaking in lots of

activities

Emotional Expressiveness: still developing,

react immediatelyto feelings

MOMSINTERNAL INFLUENCES

Personality: protective, loving, helpful,

responsible

Learning: educated and willing to learnfor their children

Personal Values: providing forchildren

Lifestyle: working par t-time or stay at

home mom

Emotional Expressiveness: emotional

regarding family

KIDS

EXTERNAL INFLUENCES Reference Groups Friends from school

Parents and guardians

MOMSEXTERNAL INFLUENCES

Reference Groups

Close friends

Familymembers 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 buyingbehavior


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KIDS

DECISION MAKING PROCESS1. Need Recognition: love and belonging

2.Research: media, parents and guardians, online

3.Evaluation of Alternatives: whatever appeals tothem 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 putin to convince parents and guardians


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MOMS

DECISION MAKING PROCESS1. Need Recognition: love and belonging

2.Research: social websites (Yelp, mommy blogs) andword of mouth from reference groups3.Evaluation of Alternatives: assessing what is the

best for their children

4.Exchange: calling or signing up online for activity5.Post-Evaluations: if value gained from class (childfeeling better about themselves) is worth the price, time,travel costs etc.


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KIDS

Have a large amount of influence

on purchases that directly affectthem

Ages 9-11 have the most input

on decision making

AS INFLUENCERS


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Those most likely to be influenced

Women

Older adults

Lower-earning households

Unmarried parents/guardians

WHO THEY INFLUENCE

KIDS


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Still make most purchasing decisions in families

Familiar brands guide routine purchases

Friends and family most trusted in new purchases,especially younger mothers

Rely on social websites when making decisions(mommy blogs, LivingSocial, Groupon, Yelp)

PURCHASING BEHAVIOR

MOMS


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Showing love and increasing self-esteem is the reason parents feelspending time with their kids is

important

25% say that electronic devices arehindering their familys face-to-facecommunication

Childrens safety is becoming evenmore of a concern

Becoming more social and mobile craz

WHAT THEY CARE ABOUT

MOMS


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FAMILY ENTERTAINMENT

SPENDING

Growth of live entertainmenthas outpaced most forms ofat-home entertainment

40% spend less than $100 amonth

40% spends over $100 amonth

25-34 year olds are morelikely to spend between

$200-300 per month


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KIDS & TWEENSMEDIA CONSUMPTION

TV is still the primary channel of marketing

Ages 2-17

15,000-18,000 hours of TV/year

TV commercials are still working

25% of children say ads make them buy things

Over 30% say they like to buy things theyveseen on TV


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Most effective commercial themes:

Humor

The Cool Factor

Fantasy

The typical 8-10 year-old spends 46 minutes onlineper day

KIDS & TWEENSMEDIA CONSUMPTION


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WHAT ARE

COMPETITORS DOING?

Gotham Comedy Club,NYC

Stand-up comedy

Monthly workshops (ages 10-17)

Camp Kids N Comedy

Times Square Arts Center,NYC

Improv 4 Kids is the only short formprofession improv troupe and showdesigned exclusively JUST for kids!

Show designed for Kids

Tours

Activities include: improvisation, music,

story telling, dance, pantomime, theatre


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IMPROV BOSTON

40 Prospect St., Cambridge

Youth classes

Teen classes

Family show

Family show birthdayparties


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BENEFITS OF COMEDY

Energy gauge

Humble pie

Increased confidence

Improved public speaking skills

Enhanced acting abilities

Gained comfort in socialsettings

Refined brainstorming abilities

Improved listening andobservation skills

Enhanced creative-thinkingabilities

Improved decision-making skills

Team development skills


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KEY INSIGHTS Children heavily influence parents purchases

Mothers are main purchasers in families

Parents main concern is improving their child's self esteem


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AD CAMPAIGNGEARED TOWARDS KIDS


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COMMERCIAL


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LETS MOVE! 2011

SHAPE UP SOMERVILLE

Improv Asylum comedians will tour throughoutthe greater Boston area to private elementary

schools

Interactive assemblies with students

Encouraging self-esteem & being active

Hand outs:

Goodie bags: flyers for parents, improv-gameidea cards, slinkies, bouncy balls - all productsthat encourage physical activity and imagination.


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AD CAMPAIGNGEARED TOWARDS MOTHERS


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Make memories.

Build confidence.

Quit hiding thecontrollers.They wont want em anymore.

We dont like it either.

Say goodbye to shy.Say hello toself-esteem.

Playing dress upisnt enough.Get into character.

What acharacter.Future SNL host.

She used to be shy.Now shes the star of the class.

Imagination isthe key toconfidence.Let us get the door for you.

What acharacter.His self-esteem is through the

roof.


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MOMS LOVE APPS


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Imagination isthe key toconfidence.Let us get the door for you.

THANK YOU!

Documents

Improv Asylym