4721 - THE FIRST YEAR The Torch Theatre Communication Plan               2011-2012
MISSION & VISION
VISIONThe Torch Theatre pursues excellence in longformimprovisation through performance and educationas a voice of an inno...
ISSUES WE FACE
1INCONSISTENT  IDENTITY
2INACCURATE PUBLIC  PERCEPTION OF    LONGFORM  IMPROVISATION
Keep in mind that long form at certain points can seem weird, awkward,and nonsensical but the important thing is to have a...
If one were to compile a list of some of the funniest, smartest, and mosttalented folks living and doing their thing in Ph...
3 A PLATEAU OFPARTICIPATION
WHO IS OUR “AUDIENCE”?        WHAT DO WE KNOW ABOUT THEM?  WHO ARE WE TALKING TO? WHO ARE WE MISSING?      THEATRE-GOERS, ...
GOALS
1INCONSISTENT  IDENTITY
1POSITION TORCH AS A RELIABLE SOURCE OF  CREATIVITY AND COLLABORATION IN     PHOENIX
2INACCURATE PUBLIC  PERCEPTION OF    LONGFORM  IMPROVISATION
2INCREASE IMPROV LOVE IN PHOENIX, ARIZONA AND THE WORLD
3 A PLATEAU OFPARTICIPATION
3BUILD SUPPORT AND  PARTICIPATION  FOR THE TORCH THEATRE AND ALL PHOENIX ARTS AND CULTURE
STRATEGIES
1UNIFY OUR BRANDTHROUGH VISUALS, VOICE AND ACTIONS   IDENTIFY WITH OUR COMMUNITY
VISUALconsistent & professionalconnect physical space with all printand digital assetscolorful, active photography feature...
VOICEyour voice is The Torchyour voice, spell checked & factchecked of courseyour humor, your perspective,your wordstransp...
ACTIONS“How we do what we do is who we are”have fun, be funbe professional, creative artistsbe collaborative community mem...
OUR COMMUNITYA sense of placewe choose Arizonawe choose Phoenixwe choose Central Phoenixwe choose 4721 N Central AveA sens...
WORDPRESScontent managedaccess for multiple content editors andmanagerscollaborative approach to web contentvisually conne...
4721 BLOGour own voicea place to discuss and define our brand                                          unify
TRAININGworkshopsput tools in the hands of the troupes:visuals, social media, messagingboard members and trouperepresentat...
SOCIAL NETWORKSresponsive and engagedprovide reliable access to information onshows and classesrespond and engage in conve...
2   DEMONSTRATE ARTISTRY, HUMOR            & EXPERTISE   EDUCATE AT EVERY OPPORTUNITYPROMOTE THE IDEALS OF IMPROVISATION
LISTENSUPPORTRISKACCEPT
TALKING POINTSknow your lineswhen media, new partners or donorsask what we do, we need to beprepared and consistentall reg...
EXPERT POSTSknowledge for the worldgive local media plentiful and diverseresources for covering longformconnect with natio...
CELEBRATIONPOSTSour family membersfeature the creativity of our Torchfamily  film, theatre, art, other creative work  prof...
VIDEOdistance learningprovide a comprehensive resource forthose who want to see whole showsfrom The Torch - students, trou...
FOURSQUAREambassadors of PhoenixThe Torch Theatre Page, a virtual tourwith tips from us.                                  ...
TWITTERinspire creative growthcontests or submission based exercisesof creativity - @NYneofuturistslaunch and moderate con...
RESOURCESgrants for artistsidentify and apply for grantsfor the artstake advantage of local resources fornonprofits and ar...
3  IDENTIFY AND ACTIVATE OUR EXISTING              POPULATIONIDENTIFY AND ENGAGE A NEW POPULATION MAKE THINGS EASY TO FIND...
OUR SUCCESSdepends on maintainingand building our networkWe need everyone’svoice, on stage and off
THE FORUMinternal communicationinstructors, performers and alumshould reach out to new classes on theforummoderated discus...
GUEST POSTSmany voicesgive multiple Torch members andstudents a way to express and reflecton their work students on the pr...
PRINTstill interactivefliers, posters and other ephemerashould inspire actionask questions, make people thinkmore like art...
notedEMAILtalking to friendsone on one communication - not to apublic massexplore options to personalize (addfirst name to...
RAZOOprimary fundraisingtouchpointengage online via twitter, facebook andweb - built in toolsindividuals and troupes can b...
TWITTERsilver and gold friendsconsistently provide information forTorch events and classes and Phoenixarts, culture and lo...
FACEBOOKbuild relationshipsprovide reliable information for eventsand classesengage directly with other like mindedindivid...
FOURSQUAREcelebrate loyaltyoffer specials to those checking in onFoursquarepartner with other local businesses orarts venu...
VIDEOS OF THEHEARTtell our storytestimonials of transformationthrough improvinterviews with founders andtorch bearerstell ...
OBJECTIVES
1IDENTITY                                      Time Travelling Pie ChartHow has the perception of The TorchTheatre shifted...
2IMPROV LOVE                               Time Travelling Pie ChartHow has the media coveredimprovisation locally in the ...
3PARTICIPATION                             Time Travelling Pie ChartHave audiences grown in the last year?(numbers)Has the...
gather dataimplement tacticsmeasure effects
HAVE A GOOD LUCK!
Recommended ReadingRise of the Creative Class by Richard FloridaCreative Class websiteCapitalizing on Arizona’s Arts and C...
123            4721 - “The first year” communication plan                  ISSUE                               ISSUE       ...
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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 in uncompromisedquality improvisation and to be the premiere sourceof longform improvisation within 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 withComedy.- 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 atleast 75% of them are either graduates, students, or regular audiencemembers of the Torch Theatre. The fact that they dont get written aboutmore often isnt too surprising, unfortunately; improv as an art form is a hardthing to document.- Ashley Naftule, Phoenix New Times
  9. 9. 3 A 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 AND COLLABORATION IN PHOENIX
  14. 14. 2INACCURATE PUBLIC PERCEPTION OF LONGFORM IMPROVISATION
  15. 15. 2INCREASE IMPROV LOVE IN PHOENIX, ARIZONA AND THE WORLD
  16. 16. 3 A PLATEAU OFPARTICIPATION
  17. 17. 3BUILD SUPPORT AND PARTICIPATION FOR THE TORCH THEATRE AND ALL PHOENIX ARTS AND CULTURE
  18. 18. STRATEGIES
  19. 19. 1UNIFY 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”no more) 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. CELEBRATIONPOSTSour family membersfeature the creativity of our Torchfamily 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. 3 IDENTIFY AND ACTIVATE OUR EXISTING POPULATIONIDENTIFY 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 onthe progress of the theatre and thebusinessask 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 canengage with 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 giveawaysor other 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 coveredimprovisation locally in the last year?(content) 7%How is longform improvisation perceived 8%by audiences and students of the Torch?(perception) 35% 10%How many new partnerships have beendeveloped over the last year? (numbers)How have existing partnerships grown or 11%developed? (content)How engaged with the nationalimprovisation/artistic conversation has 29%The Torch Theatre been? (content)
  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. 123 4721 - “The first year” communication plan ISSUE ISSUE ISSUE INCONSISTENT IDENTITY INACCURATE PUBLIC PERCEPTION OF PLATEAU OF PARTICIPATION LONGFORM IMPROV GOAL GOAL GOAL POSITION TORCH AS A RELIABLE INCREASE IMPROV LOVE IN PHOENIX, BUILD SUPPORT AND PARTICIPATION SOURCE OF CREATIVITY AND ARIZONA AND THE WORLD FOR THE TORCH THEATRE AND ALL COLLABORATION 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 PROMOTE THE IDEALS OF POPULATION 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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