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TCG Proposal

By Bill Keller, V.P. Fine Art Development Theatre Communications Group

TCG hopes to compete more successfully by making dramatic literature a more elemental part of American culture. To this end, TCG will develop and test a number of marketing and promotional strategies targeted to our major market areas. Key components by market segment include:

Foreign Market TCG will work with McGraw Books and Playwrights Union of Canada to make a series of print ads on mutually identified titles that will appear in specialty publications in England, Scotland, and Canada to enhance visibility and sales of TCG authors. Neither McGraw Books nor Playwrights Union of Canada has a schedule of ads at this time.

Playwrights Voice Reading Series Develop a playwright reading and discussion series on the radio hosted by playwrights that will foster a greater appreciation for dramatic literature.

Contacting Independent and Chain Bookstores TCG will launch a national campaign in independent and chain bookstores entitled "Put a Little Drama in Your Life". The campaign will include in-store displays; cooperative advertising in the print media and in-house sales as well as author readings and signings.

Library market TCG will engage the services of a library consultant to research/identify 75-100 libraries/systems in each discipline (public and academic) that have major or growing holdings in drama, or funding available to develop new collections. The consultant will also help develop an effective marketing strategy targeted to the library sector. TCG will also test the effects of exhibiting at the American Library Association Conference.

Working with Academic Markets TCG will exhibit at the regional theatre and academic/professional conferences. Mailings of book catalogs will be increased by TCG by 15,000 over the next 3 years.

On-line bookstore TCG will develop a bookstore as part of our new website and TCG will include over 700 titles with descriptions and cover art. Additionally, TCG will work closely with on-line bookstores to develop an expanded presence of our books.

In summary, the principal purpose of this very worthwhile project is to enable TCG to compete more successfully by making dramatic literature a more elemental part of American culture. To this end, TCG will develop and test a number of marketing and promotional strategies targeted to our major market areas. Once approved by the fine art committee, the plan will move forwards. If a sufficient number are available, the next group meeting will take place on Monday with the accountant. PLEASE send out your response in overnight mail in order to ensure timely delivery.