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!!!!!!Social Media Marketing Proposal Prepared for: Dr. Atwood Prepared by: Morgan Elkins December 14, 2014 !

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!TABLE OF CONTENTS !Executive Summary ……………………………………………….. 3

Brief Overview…………………………………………………………. 4

Social Media Presence……………………………………………… 5

Competitive Analysis……………………………………………….. 6, 7

SWOT Analysis…………………………………………………………. 8, 9

Goals………………………………………………………………………… 10

Strategies…………………………………………………………………. 10, 11

Target Market…………………………………………………………… 11, 12

Tools & Implementation……………………………………………. 12, 13, 14

Monitoring & Tuning………………………………………………… 15

Budget & ROI……………………………………………………………. 15, 16

Appendix………………………………………………………… 16, 17, 18, 19, 20, 21

Brand Logo Research………………………………………. 16, 17

User Personas………………………………………………….. 18, 19, 20

Wireframe……………………………………………………….. 20

Links……………………………………………………………….. 21

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!EXECUTIVE SUMMARY !The theatrical world is now entering a new stage. This new stage area for theaters is not found in newspapers or magazines, but rather online where so many patrons are now searching to gain access to information. Due to this change it is essential espe-cially for a new and upcoming non-profit organization to have a dominant presence online.

In order to successful and appropriately display StageLife Theatre to the online community this social media plan was designed to help build a foundation in which the organization can grow exponentially from to gain online followers. This plan was developed over a course of several months to ensure that conclusive research could be gain.

Since the organization had no previous social presence this plan researched fundamental parts of StageLife Theatre starting with its name and logo.

Goals for Social Media Presence

- Create a working and updated website for StageLife Theatre

- Create and maintain an updated Facebook page for StageLife Theatre

- Build a following and interest on Facebook

- Create and maintain an updated Twitter page for StageLife Theatre

- Build a following and interest on Twitter

- Improve presence online using Search Engine Optimization (SEO)

- Build a foundation in which StageLife Theatre can grow its presence online

!In order to successful meet the above goals, social media teams will be created to ensure quality and excellence for all social media content.

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!BRIEF OVERVIEW !StageLife Theatre is a non-profit organization that promotes theatrical education and positive experiences in the theatre. The organization was created in order to help those who had a passion for theatre or even a slight interest in theatre have a place to express those passions or interests.

Since StageLife Theatre was created in 2014 it did not have any previous social media presence. This also included that there was no current website for the organization as well. With a growing interests in the theatre it is beneficial for the organization to develop a social media presence now in order to keep the growing interests and increase it even more.

Today’s generation is not one of newspapers or magazines, but rather one of online entertainment. Theatres are now not only competing against movie theaters, but also online entertainment channels such as Netflix and Hulu. These online channels allow audiences to stay in the comfort of their homes while still being entertained at a low cost. With this new competition it is essential to build a social media presence to show the online community that seeing live theatrical performances and taking classes can be done at your comfort as well as with a low budget.

In order to successfully introduce and entice online audiences to fill the seats and classrooms at StageLife Theatre Facebook and Twitter pages will be used. These are very high traffic communities that will enable StageLife Theatre to create a following and interact with the online community. While some theatres may stop the performance or interaction at fall of the curtain StageLife Theatre’s online communities will continue the interaction and performance online. This will not only allow for StageLife Theatre to stand out, but also to interact with patrons outside of the theatre and build and grow a relationship with them.

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SOCIAL MEDIA PRESENCE !At the beginning of this project, StageLife Theatre did not have any social media presence. Due to this the first objective was to create both a Facebook and Twitter account for the organization.

Facebook Page Goals

- Build a fan audience of 25

- Create interactive posts to inspire interactions

- Spread news about theatrical events, both at StageLife Theatre and outside of StageLife Theatre

!The Facebook page created for StageLife Theatre ended up receiving 26 likes. In order to increase the number of likes it is recommended that all staff and volunteers at StageLife Theatre like the page and ask their Facebook friends to also like the page. All promotion materials such as playbills and flyers will also include the Facebook page web address.

!Twitter Page Goals

- Build a fan audience of 25

- Create tweets to be informational and inspire interactions

- Tweet about news at StageLife Theatre as well as other theatre communities

!The Twitter page received one follower. In order to increase the number of followers it is recommended that all staff members and volunteers follow the Twitter page and then retweet tweets. This will help promote the theatre and build its social media presence.

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COMPETITIVE ANALYSIS !In order to successfully create goals for StageLife theatre a competitive analysis

was conducted. This analysis observed theatre similar to StageLife Theatre in the Roanoke Valley.

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Theatre (Possible name: StageLife) American Shakespeare Center

Mill Mountain Theatre

OVERVIEW:

StageLIfe is a non-profit live theatre facility that provides a plethora of productions each season. Productions range from children’s theatre to mature audience theatre productions.

OVERVIEW:

The American Shakespeare Center focuses on bringing Shakespearean theatre to life. The theatre is set up as it would have been in Shakespeare’s time.

OVERVIEW:

Mill Mountain Theatre focuses on bring theatre to the Roanoke Valley. The theatre offers classes to the community to learn more about theatre.

Additional value:

Each show has a chance for audience members to meet actors, actresses, and the production team. During the summer there will be camps that will help children develop passion for theatre both onstage and behind.

Additional value:

The American Shakespeare Center preforms Shakespeare’s finest plays from Hamlet to Edward II. The theatre also has college internship opportunities as well as summer camps.

Additional value:

Shows that Mill Mountain Theatre perform are, “To Kill a Mockingbird” to “Children of Eden”. Classes for adults as well as children are available.

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!!!!COMPETITIVE ANALYSIS CONTINUED ABOVE !

Details:

Each year productions are chosen so that all audiences will have some-thing to enjoy. Each season will host a musical, children’s theatre, and one more show.

Summer camps are held and are for all ages. Specific camps for middle school and high school aged kids will be held. Specific camps for act-ing, lighting, set, sound, and improv will also be held for all ages.

Details:

The plays are performed word for word from Shakespeare’s plays and given at times a modern twist in delivery. Food and drinks are served during intermission as well as a musical performance from the cast.

The theatre offers internships to college students both on-stage and offstage.

The theatre also has a touring company enhancing their abil-ity to reach more audiences.

Details:

Classes include an elemen-tary music theatre, high school acting, and advance tech theatre. Donations are welcomed.

Cost:

Most of the costs associated with StageLife will be done by donors as well as fundraisers. The goal is to ensure that everyone will be able to enjoy theatre. Admission to evening productions will be $5 and matinees will be $2.

Summer Camps will be on a first come first serve basis at no charge.

Cost:

Tickets for shows start at $14 and run up to $37. Students are given a discount when they arrive 60 minutes be a show.

Cost:

Cost for admission range from $20-$37. Tuition for classes differ based upon class.

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SWOT ANALYSIS !In addition to a Competitive Analysis a SWOT analysis was also conducted. This SWOT analysis was used to better understand the strengths and weaknesses of the organization. Also observed in the SWOT analysis was the opportunities for the organization and any known threats.

Strengths What do you do well? What unique resources can you draw on? What do others see as your strengths?

Weaknesses What could you improve? Where do you have fewer resources than others? What are others likely to see as weaknesses?

• Low cost to community • Accommodates different

interests with a variety of shows

• Includes audiences with tours/summer camps

• Makes theatre fun instead of rigid

!• Fundraising/donations for

summer camps • Tight budget for set, lighting

and costume production • Rely on volunteers • May not be as known as bigger

theatres

Opportunities What opportunities are open to you? What trends could you take advantage of? How can you turn your strengths into opportunities?

Threats What threats could harm you? What is your competition doing? What threats do your weaknesses expose you to?

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!!!!!!!SWOT ANALYSIS CONTINUED ABOVE

• Create internships for college students. This can in return help with volunteers and set, light, and costume productions.

• Low cost to community could mean they are more willing to help and be a part of fundraisers.

• Create a relationship with community

• Bring famous actors or well-known playwrights in for camps or special events

!• Being a non-profit theatre

means much of the success is based on fundraising and donations. If competitors get to donors first then the resources are significantly less.

• Competitors charge tuition for classes to ensure profits and funding for productions.

• How do we keep our actors and workers and not to a theatre with better pay?

• How do we stand out enough from competitors?

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GOALS !After reviewing the research obtained from the Competitive Analysis and SWOT Analysis, the following goals were created for StageLife Theatre.

!- Build a strong and interactive Facebook and Twitter page for StageLife Theatre

- Build an audience of 25 Facebook and Twitter fans

- Create a professional and engaging website for StageLife Theatre

- Work with other theatre organizations to promote theatre news

- Create a positive reputation in the online community for StageLife Theatre

!STRATEGIES !In order to successfully complete the above goals for StageLife Theatre, the strategies rely heavily on the creation of a working website, Facebook, and Twitter page.

The website for StageLife Theatre will be used to educate those who are interested in learning more about StageLife Theatre and getting involved or attending a show. In addition to providing information about upcoming performances, the website will also highlight classes that are being offered at the theatre. These classes will change every month and help with engaging the online community. The use of Search Engine Optimization (SEO) will also be used.

SEO will be used with the StageLife Theatre website in order to help those who are interested in the theatre be able to easily find it online. This will also help those who are interested in different aspects of theatre to find the website as well. Keywords such as theatre, non-profit, scrooge, rent, into the woods, and StageLife,were used. In addition to this it is recommended that a Google Adwords campaign be created. This

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STRATEGIES CONTINUED !will help in the SEO campaign and allow for StageLife Theatre be ranked at the top of search pages.

In order to build a strong presence on Facebook and Twitter there will be at least 2 Facebook posts and 2 Twitter posts each week. This will allow for fans and followers to actively see StageLife Theatre’s presence online, but not bombarding their news feeds. By taking the time to find engaging theatre stories or highlighting upcoming events, StageLife Theatre’s Facebook and Twitter page will spark interests with fans and followers.

Posts and tweets will include details about upcoming shows and auditions as well as exciting theatrical news. Questions or polls about different theatrical interests will also be asked to try to get fans and followers to engage and interact with one another; thus building a community through StageLife Theatre.

TARGET MARKET !The target market for StageLife Theatre was based on three unique user personas. Each persona captured a certain age group as well as interest level.

The first user persona was based on the average high school student. High school is a great time for children to explore their interests. While some schools offer theatrical programs after school programs and summer camps at StageLife Theatre could be beneficial. Since StageLife theatre also performs young adult shows it is important to ensure that the young adult audience is reached.

The second user persona explored was that of a working mother. Parents often want their children involved in activities outside of school. StageLife Theatre has summer camps and volunteer opportunities for all ages. With the low cost of attending show it is also a great way to spend an evening out with the family.

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!TARGET MARKET CONTINUED !The last user persona that was researched was the college graduate age demographic. young college graduates are looking for a place to fit in and start a career. StageLife Theatre can help create a stable place for young adults to hangout and meet new people. StageLife Theatre is not just for those who have a passion to act, but also for anyone who has any interests in theatre. Making it clear to the public that StageLife Theatre is a place for everyone is essential to its success.

!TOOLS & IMPLEMENTATION !Based on the above target market it was decided that the best way to engage the desired audience was through Facebook and Twitter. With the rapid increase of smartphone users, it is likely that the target demographics will either have a Facebook and or Twitter account.

Facebook

In order to have the most success in engaging audience members through Facebook it is recommended that posts be short and creative. Facebook is a community in which there is a sense of safety within pages. With this said, creating posts that encourage user interactivity is key.

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TOOLS & IMPLEMENTATION CONTINUED !

The following posts was created and posted on StageLife Theatre’s official Facebook page.

!This post demonstrates how asking for user input can return a positive outcome for the Facebook page. It also shows how user input can help create a community of StageLife Theatre fans who can chat online and discuss theatre openly.

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!TOOLS & IMPLEMENTATION CONTINUED !Twitter

Similar to the StageLife Theatre Facebook page, tweets should be short and engaging to followers. In addition the use of hashtags will be implemented in order to grow a relationship with followers as well as other theatre organizations. This is demonstrated with the tweet below.

By tagging the Twitter page for Elephant Man on a StageLife Theatre tweet, not only do followers of StageLife see the tweet, but also those of Elephant Man. In addition, StageLife Twitter page received a tweet from Elephant Man. This helps build relations with other theatrical communities as well as a positive reputation for StageLife Theatre.

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MONITORING & TUNING !In order to evaluate how effective the social media and website are it is recommended that regular polls are sent out to ensure that posts and tweets are as engaging as they can be. Much of StageLife Theatre’s success is based upon how much the audience feels included in the progress of the theatre. Donations are needed as well as ticket sales to ensure that low cost tickets and classes can be implemented. This means that the feedback from StageLife patrons is essential. These polls will be designated out by the Facebook and Twitter pages as well as by email blasts. This will ensure that everyone is able to give their feedback.

The feedback will then be evaluated and used to tune any aspect of the social media plan that needs to be changed or tweaked. This will also be a validation for what is working from the social media plan. Again, the feedback is important because the theatre is for the community and thus the community should be involved as much as possible.

!BUDGET & ROI !The budget for this plan is considerably lower than most marketing plans. This is due to the fact that the organization is a non-profit organization and its staff members are volunteers. The budget is solely based on the number of ticket sales that are produced as well as donations that are received throughout the year. In order to ensure that enough money is available for the budget in future years it is recommended that fundraisers be held yearly.

At this time it is recommended that $100 a month go towards Google Adwords. At the end of 6 months this will be evaluated again. This 6 month period will allow us to calculate how effective the Google Adwords are and project at ROI.

For the return on investment (ROI) summary it is hard to project an investment at this time. After the 6 month period there will be more data available to be analyzed. It is recommended that a quantitative study be used to see if the Google Adwords and

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rise in ticket sales are correlated together. This will help ensure that an accurate ROI is made.

!APPENDIX !BRAND LOGO RESEARCH !The following survey was given out through Facebook. A total of 6 responses came back. Since the number or responses were fairly low the decision for which brand name and logo had to be determined by both responses as well as the marketing team’s own input. The responses showed a favor towards the name StageFamily, however, the logo design for StageLife was also favored. It was decided that StageLife would be used due to its design.

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!!BRAND LOGO RESEARCH CONTINUED !

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!USER PERSONAS !

Jenny is your typical honor roll high school student. She loves to work with her hands and has a very creative imag-ination. She spends much of her free time reading plays. She is not one for acting, but loves the idea of creating cos-tumes.

Jenny wants to major in theatre and costume design. How-ever, to get into the program that she wants she needs ex-perience. Interning with StageLife can give her the ability to gain experience in costume making as well as learn more about the work that is done backstage.

Being a straight A student she needs to make sure she will have enough time to both go to school and intern. Internship is not paid. She wonders if getting a job that pays would be a better use of her time. She also wonders if interning with Mill

Mountain Theatre or American Shakespeare Center would be better sense they are better known.

Jenny’s ideal experience would include making costumes for this upcoming season to begin her portfolio. She would also like to be able to learn more about other aspects of the the-

atre so her application can stand out from others.

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“StageLife gave me the

experience I needed to get

into a great theatrical col-lege program and I was able to gain many friends

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!USER PERSONA CONTINUED !

Patty is the mother of two twin girls, Katie and Kelly. The children are 10 years old and love being the center of attention. Patty works at her local middle school as a math teacher. She loves children and know how impor-tant it is for them to experience sports as well as fine arts.

During the summer Patty wants her kids to experience both cheerleading camp as well as an acting camp to get

her kids involved. Patty knows her twin girls love to act as they play dress up almost every day. Being on a limited budget she loves the fact that StageLife is so affordable. She also did theatre while she was a kid and loves to see the shows with her husband.

While Patty loves the affordable price she is afraid that she will not be far enough on the list to get one of the few spots in the summer camps. She also loves the children’s theatre shows, but wants to be able to go see the show for mature audiences as well.

Patty’s ideal experience would be that her girls get into the summer camp and that her girls learn not just about acting, but learn about projecting and being comfortable in font of larger crowds. She would also love to see a program where audience mem-bers who do have children can leave their children in a “daycare” area for when they

watch the show. Perhaps a children’s theatre performance at the same time as the adult show.

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“After the summer camp

my twin girls were able to gain the confidence of be-ing in front of large crowds. I will definitely be signing them up for next

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!!USER PERSONA CONTINUED !

Jason is a recent college graduate. He is currently working as a marketing manager for a local company. Jason heard about StageLife from a friend and is in-terested in seeing some shows. While Jason does have a job and a degree his college loans are creating a tight budget.

Jason is looking for ways to spend his weekends on a tight budget. He enjoyed watching shows at his college and would like to continue. With the prices of movie tickets being close to $15 he sees StageLife as a very affordable alternative.

Jason is worried about what kinds of shows will be shown at the theatre. He also wonders how often new productions open.

Jason’s ideal experience would be to see a variety of

different shows at StageLife. He would also love to see some nights used at comedy nights or improv nights. This would add to the variety of shows and give the week-ends a bit of fun.

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“After working a long 40

hour week, I love going to StageLife with friends and just enjoying a show while keeping money in my pocket.

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!!WIREFRAME

!LINKS http://morganelkins.wix.com/stagelifetheatre

https://www.facebook.com/StageLifeTheatre

https://twitter.com/StageLifeTheatr

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