The Torch Theatre Communication Program

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  • The Torch Theatre Communication Program

    1. 1. 4721 - THE FIRST YEAR The Torch Theatre Communication Plan 2011-2012
    2. 2. MISSION & VISION
    3. 3. VISIONThe Torch Theatre pursues excellence in longformimprovisation through performance and educationas a voice of an innovative artistic community. MISSIONTo make Phoenix a global leader inuncompromised quality improvisation and to bethe premiere source of longform improvisationwithin Phoenix.
    4. 4. ISSUES WE FACE
    5. 5. 1INCONSISTENT IDENTITY
    6. 6. 2INACCURATE PUBLIC PERCEPTION OF LONGFORM IMPROVISATION
    7. 7. Keep in mind that long form at certain points can seem weird, awkward,and nonsensical but the important thing is to have an open mind.– Nate McWhortor, Dry Heat HumorIf youve had bad experiences watching Comedy (not plays that arecomedies, but comedy itself, performed by people referred to ascomedians) -- and who hasnt? -- it may be hard to accept thatimprovisation is a powerful, precise tool in the creation ofperformances youll have good experiences watching. I want to helpyou. My name is Julie P., and I have had huge problems with Comedy.- Julie Peterson, Phoenix New TimesImprov may be a narrow niche in the entertainment world, but it is alsothe starting place for so much more. Performing improvisational "games"is how actors learn to be spontaneous and how comedians learn to readand react to an audience.- Kerry Lengel, azcentral.com
    8. 8. If one were to compile a list of some of the funniest, smartest, and mosttalented folks living and doing their thing in Phoenix, smart money says at least75% of them are either graduates, students, or regular audiencemembers of the Torch Theatre. The fact that they dont get written about moreoften isnt too surprising, unfortunately; improv as an art form is a hard thing todocument.- Ashley Naftule, Phoenix New Times
    9. 9. 3A PLATEAU OFPARTICIPATION
    10. 10. WHO IS OUR “AUDIENCE”? WHAT DO WE KNOW ABOUT THEM? WHO ARE WE TALKING TO? WHO ARE WE MISSING? THEATRE-GOERS, STUDENTS, DONORS...
    11. 11. GOALS
    12. 12. 1INCONSISTENT IDENTITY
    13. 13. 1POSITION TORCH AS A RELIABLE SOURCE OF CREATIVITY ANDCOLLABORATION IN PHOENIX
    14. 14. 2INACCURATE PUBLIC PERCEPTION OF LONGFORM IMPROVISATION
    15. 15. 2INCREASE IMPROV LOVE PHOENIX, ARIZONA AND THE WORLD IN
    16. 16. 3A PLATEAU OFPARTICIPATION
    17. 17. 3BUILD SUPPORT AND PARTICIPATION FOR THE TORCH THEATRE AND ALL PHOENIX ARTS AND CULTURE
    18. 18. STRATEGIES
    19. 19. 1 UNIFY OUR BRANDTHROUGH VISUALS, VOICE AND ACTIONS IDENTIFY WITH OUR COMMUNITY
    20. 20. VISUALconsistent & professionalconnect physical space with all printand digital assetscolorful, active photography featuredprominently in physical space and allcommunication piecessupport each troupe’s individual voice,making sure the professional level ofdesign and layout are met
    21. 21. VOICEyour voice is The Torchyour voice, spell checked & factchecked of courseyour humor, your perspective,your wordstransparency, authenticityembrace our own language
    22. 22. ACTIONS“How we do what we do is who we are”have fun, be funbe professional, creative artistsbe collaborative community members
    23. 23. OUR COMMUNITYA sense of placewe choose Arizonawe choose Phoenixwe choose Central Phoenixwe choose 4721 N Central AveA sense of purposewe choose collaborationwe choose creativitywe choose artwe choose theatrewe choose improvwe choose longform
    24. 24. WORDPRESScontent managedaccess for multiple content editors andmanagerscollaborative approach to web contentvisually connected to theatre spacemultiple points of connectionprovide convenient registration,donation and purchasing optionsmake sure necessary information isavailable for purposes of fundraisingand transparency - annual reports,donations, financial documentscontent SEO optimized (“read more” nomore) unify
    25. 25. 4721 BLOGour own voicea place to discuss and define our brand unify
    26. 26. TRAININGworkshopsput tools in the hands of the troupes:visuals, social media, messagingboard members and trouperepresentatives can work together tomake sure information is available to allthat want it unify
    27. 27. SOCIAL NETWORKSresponsive and engagedprovide reliable access to information onshows and classesrespond and engage in conversationsbeyond pushing out our own messagesbe respectful citizens of online networks unify
    28. 28. 2 DEMONSTRATE ARTISTRY, HUMOR & EXPERTISE EDUCATE AT EVERY OPPORTUNITYPROMOTE THE IDEALS OF IMPROVISATION
    29. 29. LISTENSUPPORTRISKACCEPT
    30. 30. TALKING POINTSknow your lineswhen media, new partners or donorsask what we do, we need to beprepared and consistentall regular staff and performers shouldbe encouraged to know about theseprovide tools for media and otherpartners to understand our workregularly engage with mediarepresentatives unify
    31. 31. EXPERT POSTSknowledge for the worldgive local media plentiful and diverseresources for covering longformconnect with national conversation onthe art of improvisationconnect improvisation with other fieldsof knowledge, build a bridge instructors on teaching improv performers on performing improv alumni on improv in the rest of life demonstrate
    32. 32. CELEBRATION POSTSour family membersfeature the creativity of our Torch family film, theatre, art, other creative work professional work educational work national improvisation work demonstrate
    33. 33. VIDEOdistance learningprovide a comprehensive resource forthose who want to see whole showsfrom The Torch - students, troupes,alumni and festivalspromote a exemplar show a weekthrough other channels for fans thatcan’t make it out to the theatrefeature short clips of pieces that canstand out of context for promotionalpurposes demonstrate
    34. 34. FOURSQUAREambassadors of PhoenixThe Torch Theatre Page, a virtual tourwith tips from us. demonstrate
    35. 35. TWITTERinspire creative growthcontests or submission based exercisesof creativity - @NYneofuturistslaunch and moderate conversations onimprov and creativity demonstrate
    36. 36. RESOURCESgrants for artistsidentify and apply for grantsfor the artstake advantage of local resources fornonprofits and artists demonstrate
    37. 37. 3IDENTIFY AND ACTIVATE OUR EXISTING POPULATION IDENTIFY AND ENGAGE A NEW POPULATION MAKE THINGS EASY TO FIND, JOIN AND DO COLLABORATE WITH LOCAL COMMUNITIES
    38. 38. OUR SUCCESSdepends on maintainingand building our networkWe need everyone’svoice, on stage and off
    39. 39. THE FORUMinternal communicationinstructors, performers and alumshould reach out to new classes on theforummoderated discussions on improv,conversations possibly translated topublic blog posts with permissionprovide information and updates on theprogress of the theatre and the businessask for help and support when neededoffer ways individuals and groups canhelp, support and volunteer. engage
    40. 40. GUEST POSTSmany voicesgive multiple Torch members andstudents a way to express and reflecton their work students on the process of learning alumni on what they are doing now improv heroes on anything they want engage
    41. 41. PRINTstill interactivefliers, posters and other ephemerashould inspire actionask questions, make people thinkmore like art than a normal flier -feature creativity of our communityartistsshould include QRC codes or otherinteractive tools that people can engagewith immediately engage
    42. 42. notedEMAILtalking to friendsone on one communication - not to apublic massexplore options to personalize (addfirst name to email content)Personal thanks for donations andsupport engage
    43. 43. RAZOOprimary fundraisingtouchpointengage online via twitter, facebook andweb - built in toolsindividuals and troupes can build theirown fundraisers engage
    44. 44. TWITTERsilver and gold friendsconsistently provide information forTorch events and classes and Phoenixarts, culture and local businessesengage with like minded projects andindividualsengage with vocal Phoenix thoughtleaders and activistsbuild excitement via ticket giveaways orother possiblehighlight and feature Torchpersonalities engage
    45. 45. FACEBOOKbuild relationshipsprovide reliable information for eventsand classesengage directly with other like mindedindividuals and organizationsask for supportsupport other events and organizationsshare select photos and videos of ourown events and related eventscelebrate our studentslead conversations on art, culture andimprovisation engage
    46. 46. FOURSQUAREcelebrate loyaltyoffer specials to those checking in onFoursquarepartner with other local businesses orarts venues.define space for performers, & staff toalso check in, separate from audience,offer specials for that too engage
    47. 47. VIDEOS OF THEHEARTtell our storytestimonials of transformationthrough improvinterviews with founders andtorch bearerstell the world why they shouldsupport us, who we are, why we arestories need to be edited, intentional,captivating and brief engage
    48. 48. OBJECTIVES
    49. 49. 1IDENTITY Time Travelling Pie ChartHow has the perception of The TorchTheatre shifted over the last year locally?(perception) 7%How consistent is communication from 8%The Torch Theatre? (content) 35%How is The Torch Theatre perceived 10%nationally by peer organizations andimprovisors? (perception)What words do people use to find us 11%online? (content) 29%
    50. 50. 2IMPROV LOVE Time Travelling Pie ChartHow has the media covered improvisationlocally in the last year? (content)How is longform improvisation perceived 7%by audiences and students of the Torch? 8%(perception) 35%How many new partnerships have been 10%developed over the last year? (numbers)How have existing partnerships grown ordeveloped? (content) 11%How engaged with the nationalimprovisation/artistic conversation hasThe Torch Theatre been? (content) 29%
    51. 51. 3PARTICIPATION Time Travelling Pie ChartHave audiences grown in the last year?(numbers)Has the student population grown in the 7%last year? (numbers) 8%Has the number of individual donors 35%grown in the last year? (numbers) 10%How many partnerships have beendeveloped over the last year? (numbers)How has online engagement grown? 11%(numbers)What is the conversion rate of onlineengagement and audience/student/ 29%donors? (numbers)
    52. 52. gather dataimplement tacticsmeasure effects
    53. 53. HAVE A GOOD LUCK!
    54. 54. Recommended ReadingRise of the Creative Class by Richard FloridaCreative Class websiteCapitalizing on Arizona’s Arts and Culture:98th Arizona Town Hall Background ReportArizona Needs Arts and CultureMore arts and culture reports available from the Virginia G Piper TrustScope of the Sector: Understanding Arizona Nonprofits and Private FoundationsASU Lodestar Center for Philanthropy and Nonprofit Innovation Blog
    55. 55. 4721 - “The first year” communication plan123 ISSUE ISSUE ISSUE INCONSISTENT IDENTITY INACCURATE PUBLIC PERCEPTION OF PLATEAU OF PARTICIPATION LONGFORM IMPROV GOAL GOAL GOAL STRATEGY STRATEGY STRATEGY UNIFY OUR BRAND DEMONSTRATE ARTISTRY, HUMOR IDENTIFY AND ACTIVATE OUR THROUGH VISUALS, VOICE & EXPERTISE EXISTING POPULATION AND ACTIONS EDUCATE AT EVERY OPPORTUNITY IDENTIFY AND ENGAGE A NEW IDENTIFY WITH OUR COMMUNITY POPULATION PROMOTE THE IDEALS OF IMPROVISATION MAKE THINGS EASY TO FIND, JOIN AND DO COLLABORATE WITH LOCAL COMMUNITIES TACTICS TACTICS TACTICS EMAILTRAINING TALKING POINTS THE FORUMWORDPRESS RESOURCES & INFRASTRUCTURE PRINT4721 BLOG EXPERT & CELEBRATION POSTS GUEST POSTS FOURSQUARE TWITTER VIDEOS (SHOWS) VIDEOS OF THE HEART FACEBOOKSOCIAL NETWORKS RAZOO OBJECTIVES OBJECTIVES OBJECTIVES NUMBERS & PERCEPTION CONTENT & PERCEPTION NUMBERS & CONTENT
    56. 56. 4721 - “The first year” communication plan123 ISSUE ISSUE ISSUE INCONSISTENT IDENTITY INACCURATE PUBLIC PERCEPTION OF PLATEAU OF PARTICIPATION LONGFORM IMPROV GOAL GOAL GOAL POSITION TORCH AS A RELIABLE SOURCE OF CREATIVITY AND COLLABORATION IN PHOENIX STRATEGY STRATEGY STRATEGY UNIFY OUR BRAND DEMONSTRATE ARTISTRY, HUMOR IDENTIFY AND ACTIVATE OUR THROUGH VISUALS, VOICE & EXPERTISE EXISTING POPULATION AND ACTIONS EDUCATE AT EVERY OPPORTUNITY IDENTIFY AND ENGAGE A NEW IDENTIFY WITH OUR COMMUNITY POPULATION PROMOTE THE IDEALS OF IMPROVISATION MAKE THINGS EASY TO FIND, JOIN AND DO COLLABORATE WITH LOCAL COMMUNITIES TACTICS TACTICS TACTICS EMAILTRAINING TALKING POINTS THE FORUMWORDPRESS RESOURCES & INFRASTRUCTURE PRINT4721 BLOG EXPERT & CELEBRATION POSTS GUEST POSTS FOURSQUARE TWITTER VIDEOS (SHOWS) VIDEOS OF THE HEART FACEBOOKSOCIAL NETWORKS RAZOO OBJECTIVES OBJECTIVES OBJECTIVES NUMBERS & PERCEPTION CONTENT & PERCEPTION NUMBERS & CONTENT
    57. 57. 4721 - “The first year” communication plan123 ISSUE ISSUE ISSUE INCONSISTENT IDENTITY INACCURATE PUBLIC PERCEPTION OF PLATEAU OF PARTICIPATION LONGFORM IMPROV GOAL GOAL GOAL POSITION TORCH AS A RELIABLE SOURCE INCREASE IMPROV LOVE IN PHOENIX, OF CREATIVITY AND COLLABORATION ARIZONA AND THE WORLD IN PHOENIX STRATEGY STRATEGY STRATEGY UNIFY OUR BRAND DEMONSTRATE ARTISTRY, HUMOR IDENTIFY AND ACTIVATE OUR THROUGH VISUALS, VOICE & EXPERTISE EXISTING POPULATION AND ACTIONS EDUCATE AT EVERY OPPORTUNITY IDENTIFY AND ENGAGE A NEW IDENTIFY WITH OUR COMMUNITY POPULATION PROMOTE THE IDEALS OF IMPROVISATION MAKE THINGS EASY TO FIND, JOIN AND DO COLLABORATE WITH LOCAL COMMUNITIES TACTICS TACTICS TACTICS EMAILTRAINING TALKING POINTS THE FORUMWORDPRESS RESOURCES & INFRASTRUCTURE PRINT4721 BLOG EXPERT & CELEBRATION POSTS GUEST POSTS FOURSQUARE TWITTER VIDEOS (SHOWS) VIDEOS OF THE HEART FACEBOOKSOCIAL NETWORKS RAZOO OBJECTIVES OBJECTIVES OBJECTIVES NUMBERS & PERCEPTION CONTENT & PERCEPTION NUMBERS & CONTENT
    58. 58. 4721 - “The first year” communication plan123 ISSUE ISSUE ISSUE INCONSISTENT IDENTITY INACCURATE PUBLIC PERCEPTION OF PLATEAU OF PARTICIPATION LONGFORM IMPROV GOAL GOAL GOAL POSITION TORCH AS A RELIABLE SOURCE INCREASE IMPROV LOVE IN PHOENIX, BUILD SUPPORT AND PARTICIPATION OF CREATIVITY AND COLLABORATION ARIZONA AND THE WORLD FOR THE TORCH THEATRE AND ALL IN PHOENIX PHOENIX ARTS AND CULTURE STRATEGY STRATEGY STRATEGY UNIFY OUR BRAND DEMONSTRATE ARTISTRY, HUMOR IDENTIFY AND ACTIVATE OUR THROUGH VISUALS, VOICE & EXPERTISE EXISTING POPULATION AND ACTIONS EDUCATE AT EVERY OPPORTUNITY IDENTIFY AND ENGAGE A NEW IDENTIFY WITH OUR COMMUNITY POPULATION PROMOTE THE IDEALS OF IMPROVISATION MAKE THINGS EASY TO FIND, JOIN AND DO COLLABORATE WITH LOCAL COMMUNITIES TACTICS TACTICS TACTICS EMAILTRAINING TALKING POINTS THE FORUMWORDPRESS RESOURCES & INFRASTRUCTURE PRINT4721 BLOG EXPERT & CELEBRATION POSTS GUEST POSTS FOURSQUARE TWITTER VIDEOS (SHOWS) VIDEOS OF THE HEART FACEBOOKSOCIAL NETWORKS RAZOO OBJECTIVES OBJECTIVES OBJECTIVES NUMBERS & PERCEPTION CONTENT & PERCEPTION NUMBERS & CONTENT

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