You are a Senior Consultant who works for the highly successful integrated marketing consultancy Floyd, Boyd and Lloyd. The Barn Theatre has engaged you to formulate an integrated marketing communications strategy that will achieve the overall aim of maximising seat occupancy whilst taking into account the challenges faced by the organisation and the sector. Below you will find an outline of the key characteristics of the organisation and the sector. In response you are asked to provide an outline strategic proposal and some suggestions for a creative strategy. This proposal should be presented in the form of a formal business report.