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Mount Baker Theater Public Relations Campaign

Goals, Objectives, Strategies and Tactics

Goal I: Increase theater membership by raising awareness and understanding of the membership opportunity among current theater patrons and Bellingham residents

Supporting Objectives:
• Raise memberships by 40 percent over the course of nine months
• Raise awareness of the membership opportunity among residents between the ages of 41 to 50 by 25 percent over the course of nine months

Strategy: Build familiarity with the membership opportunity by creating and disseminating accessible information about membership within the community

Tactics:
• Distribute 1,000 informational fliers to current theater patrons who are not currently members of the theater
• Compile suggested Web site updates to create a more user-friendly and accessible Web page about theater membership

Goal II: Increase media coverage of the Mount Baker Theatre and the membership opportunity within the Bellingham community

Supporting Objectives:
• Obtain $1,000 of free media coverage for the Mount Baker Theatre over the course of nine months
• Obtain three published articles about Mount Baker Theatre in local publications over the course of nine months
• Have two Public Service Announcements broadcast locally each month over the course of nine months

Strategy: Establish recognition of, and build interest in, the membership opportunity at the theater

Tactics:
• Create and package media-quality photos and slideshow focused on member related material
• Submit a pitch letter to The Bellingham Herald highlighting members’ experience with the theater and satisfaction with their continued membership.
• Distribute a public service announcement announcing the membership opportunity to The Bellingham Herald, KGMI, and KVOS

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