Assignment Background: Vagabond Players is the oldest community theatre in British Columbia with its origins dating back to 1922. The society
officially formed under the name Vagabond Players in 1937 and, over the past 80 years, has presented over 350
productions.
As with all live theatre companies, the Vagabond Players was hit hard by the COVID-19 pandemic and is now looking to
the future to grow its audience once again. To that end, the executive team of the Vagabond Players has asked you to
conduct an audit of their current marketing communications activities and to provide recommendations for their integrated
marketing communications programs going forward.
Please refer to the files posted on our course Moodle site “Vagabond Players Case Study” and the “Vagabond Players
Responses to 3211 Questionnaire”. Assignment Instructions: Perform extensive research to answer the assignment questions provided below.
Use business style writing (e.g., cover page, use of headings/subheadings, proper use of bullet points, APA
formatted in-text citations, APA formatted bibliography, and supporting appendices/exhibits).
Use 12-point Times New Roman and adhere to a maximum of three single-spaced pages for your responses. The
bibliography, cover page and appendices/exhibits do not count in the 3-page maximum.
Individual Supplementary Exercises must be completed individually. While you are welcome to discuss the supplementary exercises with other students, the submission must be your own work and adhere to the academic honesty statement you agreed to at the start of the term.
Assignment Questions to be addressed: Individually, create a Customer Journey Map for the two primary target markets identified in Supplementary Exercise #3.
This map will visualize your target market’s ticket-purchasing experience for a VP production.
Research your target segment and the organization/industry thoroughly. Conduct primary research (e.g., interviews, surveys, netnography) if needed.
Conduct extensive secondary research, including Vividata, and attach supporting documentation in the appendix.
For primary research, include your methodology, results, key findings, and waivers in the appendix if used.
Create a one-page Customer Journey Map for each target segment (2 pages total).
Identify touchpoints: Before, During, After. Use consumer insights for accuracy. The map should reflect the user’s perspective.
Visually connect touchpoints to illustrate the overall experience.
Base the map on the personas of the target markets to give depth to the journey.
Personalize the map with quotes, commentary, and images.
Identify problem areas and opportunities for innovation.
o Color-code touchpoints with a legend:
▪ Green: Current Actions
▪ Yellow: Opportunitie
▪ Red: Pain Points
On one page, detail problem areas, innovation opportunities, and offer recommendations for the organization’s marketing communications plan.