The document is a communication plan for the Torch Theatre in Phoenix, Arizona for 2011-2012. It outlines the theatre's mission, vision, and issues it faces including an inconsistent identity, inaccurate public perception of longform improvisation, and a plateau in participation. The goals are to position the Torch as a reliable source of creativity in Phoenix, increase improv love, and build support for Phoenix arts. Strategies include unifying the brand, demonstrating improv artistry and expertise, and identifying and engaging existing and new audiences through various communication channels.
June 4 | Webinar Session 1
12:00 - 1:30pm
"Building your Website: Goals & Mission"
This session will help you create a map to your career through the web, with an emphasis on personal mission statements and the use of imaginative marketing tools. Defining ones self as an artist is a difficult task. It takes the patience to constantly redefine and edit one's achievements and goals, an understanding of your peers and crititcs, and a keen ability to explain yourself in direct and attractive terms.
June 4 | Webinar Session 1
12:00 - 1:30pm
"Building your Website: Goals & Mission"
This session will help you create a map to your career through the web, with an emphasis on personal mission statements and the use of imaginative marketing tools. Defining ones self as an artist is a difficult task. It takes the patience to constantly redefine and edit one's achievements and goals, an understanding of your peers and crititcs, and a keen ability to explain yourself in direct and attractive terms.
An hour-long presentation about visitor participation in museums, with a focus on history institutions. First presented at the Missouri History Museum on 22 July 2010. Created by Nina Simon, Museum 2.0.
The Participatory Museum - Long PresentationNina Simon
This is a long version of an overview presentation on visitor participation in museums and cultural institutions. First presented in Taichung, Taiwan on August 12, 2010.
The most successful people and the strongest organisations know their own identities through and through. They know what they stand for and can get it across to those around them with full conviction and energy. But what truly makes them strong is that they mean something to those around them. They are part of a community, built out of a two-way relationship of trust with those to whom they seek to matter.
Street-Level Youth Media is a non-profit organization that began in 1993 with a group of artists who wanted one thing: for youth to document their stories. Today Street-Level is home to many free media arts classes for the youth of Chicago.
This is our 2012 Annual Report.
Design for User Participation: A Half Day WorkshopNina Simon
A half-day workshop on designing online and in-gallery platforms for museum user participation. Topics include designing to visitor motivations, developing good feedback questions, creating social object feature sets, and exploring different models for institutional participation. Presented by Nina Simon of Museum 2.0 at the 2010 Museums and the Web conference in Denver, CO.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
An hour-long presentation about visitor participation in museums, with a focus on history institutions. First presented at the Missouri History Museum on 22 July 2010. Created by Nina Simon, Museum 2.0.
The Participatory Museum - Long PresentationNina Simon
This is a long version of an overview presentation on visitor participation in museums and cultural institutions. First presented in Taichung, Taiwan on August 12, 2010.
The most successful people and the strongest organisations know their own identities through and through. They know what they stand for and can get it across to those around them with full conviction and energy. But what truly makes them strong is that they mean something to those around them. They are part of a community, built out of a two-way relationship of trust with those to whom they seek to matter.
Street-Level Youth Media is a non-profit organization that began in 1993 with a group of artists who wanted one thing: for youth to document their stories. Today Street-Level is home to many free media arts classes for the youth of Chicago.
This is our 2012 Annual Report.
Design for User Participation: A Half Day WorkshopNina Simon
A half-day workshop on designing online and in-gallery platforms for museum user participation. Topics include designing to visitor motivations, developing good feedback questions, creating social object feature sets, and exploring different models for institutional participation. Presented by Nina Simon of Museum 2.0 at the 2010 Museums and the Web conference in Denver, CO.
Similar to The Torch Theatre Communication Program (20)
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
Technoblade The Legacy of a Minecraft Legend.Techno Merch
Technoblade, born Alex on June 1, 1999, was a legendary Minecraft YouTuber known for his sharp wit and exceptional PvP skills. Starting his channel in 2013, he gained nearly 11 million subscribers. His private battle with metastatic sarcoma ended in June 2022, but his enduring legacy continues to inspire millions.
Explore the essential graphic design tools and software that can elevate your creative projects. Discover industry favorites and innovative solutions for stunning design results.
Visual Style and Aesthetics: Basics of Visual Design
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EASY TUTORIAL OF HOW TO USE CAPCUT BY: FEBLESS HERNANEFebless Hernane
CapCut is an easy-to-use video editing app perfect for beginners. To start, download and open CapCut on your phone. Tap "New Project" and select the videos or photos you want to edit. You can trim clips by dragging the edges, add text by tapping "Text," and include music by selecting "Audio." Enhance your video with filters and effects from the "Effects" menu. When you're happy with your video, tap the export button to save and share it. CapCut makes video editing simple and fun for everyone!
3. VISION
The Torch Theatre pursues excellence in longform
improvisation through performance and education
as a voice of an innovative artistic community.
MISSION
To make Phoenix a global leader in uncompromised
quality improvisation and to be the premiere source
of longform improvisation within Phoenix.
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 Humor
If you've had bad experiences watching Comedy (not plays that are
comedies, but comedy itself, performed by people referred to as
comedians) -- and who hasn't? -- it may be hard to accept that
improvisation is a powerful, precise tool in the creation of
performances you'll have good experiences watching. I want to help
you. My name is Julie P., and I have had huge problems with
Comedy.
- Julie Peterson, Phoenix New Times
Improv may be a narrow niche in the entertainment world, but it is also
the starting place for so much more. Performing improvisational "games"
is how actors learn to be spontaneous and how comedians learn to read
and react to an audience.
- Kerry Lengel, azcentral.com
8. If one were to compile a list of some of the funniest, smartest, and most
talented folks living and doing their thing in Phoenix, smart money says at
least 75% of them are either graduates, students, or regular audience
members of the Torch Theatre. The fact that they don't get written about
more often isn't too surprising, unfortunately; improv as an art form is a hard
thing to document.
- Ashley Naftule, Phoenix New Times
20. VISUAL
consistent & professional
connect physical space with all print
and digital assets
colorful, active photography featured
prominently in physical space and all
communication pieces
support each troupe’s individual voice,
making sure the professional level of
design and layout are met
21. VOICE
your voice is The Torch
your voice, spell checked & fact
checked of course
your humor, your perspective,
your words
transparency, authenticity
embrace our own language
22. ACTIONS
“How we do what we do
is who we are”
have fun, be fun
be professional, creative artists
be collaborative community members
23. OUR COMMUNITY
A sense of place
we choose Arizona
we choose Phoenix
we choose Central Phoenix
we choose 4721 N Central Ave
A sense of purpose
we choose collaboration
we choose creativity
we choose art
we choose theatre
we choose improv
we choose longform
24. WORDPRESS
content managed
access for multiple content editors and
managers
collaborative approach to web content
visually connected to theatre space
multiple points of connection
provide convenient registration,
donation and purchasing options
make sure necessary information is
available for purposes of fundraising
and transparency - annual reports,
donations, financial documents
content SEO optimized (“read more”
no more)
unify
25. 4721 BLOG
our own voice
a place to discuss and define our brand
unify
26. TRAINING
workshops
put tools in the hands of the troupes:
visuals, social media, messaging
board members and troupe
representatives can work together to
make sure information is available to all
that want it
unify
27. SOCIAL NETWORKS
responsive and engaged
provide reliable access to information on
shows and classes
respond and engage in conversations
beyond pushing out our own messages
be respectful citizens of online networks
unify
28. 2
DEMONSTRATE ARTISTRY, HUMOR
& EXPERTISE
EDUCATE AT EVERY OPPORTUNITY
PROMOTE THE IDEALS OF IMPROVISATION
30. TALKING POINTS
know your lines
when media, new partners or donors
ask what we do, we need to be
prepared and consistent
all regular staff and performers should
be encouraged to know about these
provide tools for media and other
partners to understand our work
regularly engage with media
representatives
unify
31. EXPERT POSTS
knowledge for the world
give local media plentiful and diverse
resources for covering longform
connect with national conversation on
the art of improvisation
connect improvisation with other fields
of knowledge, build a bridge
instructors on teaching improv
performers on performing improv
alumni on improv in the rest of life
demonstrate
32. CELEBRATION
POSTS
our family members
feature the creativity of our Torch
family
film, theatre, art, other creative work
professional work
educational work
national improvisation work
demonstrate
33. VIDEO
distance learning
provide a comprehensive resource for
those who want to see whole shows
from The Torch - students, troupes,
alumni and festivals
promote a exemplar show a week
through other channels for fans that
can’t make it out to the theatre
feature short clips of pieces that can
stand out of context for promotional
purposes
demonstrate
35. TWITTER
inspire creative growth
contests or submission based exercises
of creativity - @NYneofuturists
launch and moderate conversations on
improv and creativity
demonstrate
37. 3
IDENTIFY AND ACTIVATE OUR EXISTING
POPULATION
IDENTIFY AND ENGAGE A NEW POPULATION
MAKE THINGS EASY TO FIND, JOIN AND DO
COLLABORATE WITH LOCAL COMMUNITIES
38. OUR SUCCESS
depends on maintaining
and building our network
We need everyone’s
voice, on stage and off
39. THE FORUM
internal communication
instructors, performers and alum
should reach out to new classes on the
forum
moderated discussions on improv,
conversations possibly translated to
public blog posts with permission
provide information and updates on
the progress of the theatre and the
business
ask for help and support when needed
offer ways individuals and groups can
help, support and volunteer.
engage
40. GUEST POSTS
many voices
give multiple Torch members and
students a way to express and reflect
on their work
students on the process of learning
alumni on what they are doing now
improv heroes on anything they want
engage
41. PRINT
still interactive
fliers, posters and other ephemera
should inspire action
ask questions, make people think
more like art than a normal flier -
feature creativity of our community
artists
should include QRC codes or other
interactive tools that people can
engage with immediately
engage
42. noted
EMAIL
talking to friends
one on one communication - not to a
public mass
explore options to personalize (add
first name to email content)
Personal thanks for donations and
support
engage
44. TWITTER
silver and gold friends
consistently provide information for
Torch events and classes and Phoenix
arts, culture and local businesses
engage with like minded projects and
individuals
engage with vocal Phoenix thought
leaders and activists
build excitement via ticket giveaways
or other possible
highlight and feature Torch
personalities
engage
45. FACEBOOK
build relationships
provide reliable information for events
and classes
engage directly with other like minded
individuals and organizations
ask for support
support other events and organizations
share select photos and videos of our
own events and related events
celebrate our students
lead conversations on art, culture and
improvisation
engage
46. FOURSQUARE
celebrate loyalty
offer specials to those checking in on
Foursquare
partner with other local businesses or
arts venues.
define space for performers, & staff to
also check in, separate from audience,
offer specials for that too
engage
47. VIDEOS OF THE
HEART
tell our story
testimonials of transformation
through improv
interviews with founders and
torch bearers
tell the world why they should
support us, who we are, why we are
stories need to be edited, intentional,
captivating and brief
engage
49. 1
IDENTITY Time Travelling Pie Chart
How has the perception of The Torch
Theatre 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 and
improvisors? (perception)
What words do people use to find us 11%
online? (content)
29%
50. 2
IMPROV LOVE Time Travelling Pie Chart
How has the media covered
improvisation 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 been
developed over the last year? (numbers)
How have existing partnerships grown or 11%
developed? (content)
How engaged with the national
improvisation/artistic conversation has 29%
The Torch Theatre been? (content)
51. 3
PARTICIPATION Time Travelling Pie Chart
Have 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 been
developed over the last year? (numbers)
How has online engagement grown? 11%
(numbers)
What is the conversion rate of online
engagement and audience/student/ 29%
donors? (numbers)
54. Recommended Reading
Rise of the Creative Class by Richard Florida
Creative Class website
Capitalizing on Arizona’s Arts and Culture:
98th Arizona Town Hall Background Report
Arizona Needs Arts and Culture
More arts and culture reports available from the Virginia G Piper Trust
Scope of the Sector: Understanding Arizona Nonprofits and Private Foundations
ASU Lodestar Center for Philanthropy and Nonprofit Innovation Blog
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
EMAIL
TRAINING TALKING POINTS THE FORUM
WORDPRESS RESOURCES & INFRASTRUCTURE PRINT
4721 BLOG EXPERT & CELEBRATION POSTS GUEST POSTS
FOURSQUARE
TWITTER
VIDEOS (SHOWS) VIDEOS OF THE HEART
FACEBOOK
SOCIAL NETWORKS RAZOO
OBJECTIVES OBJECTIVES OBJECTIVES
NUMBERS & PERCEPTION CONTENT & PERCEPTION NUMBERS & CONTENT