the torch theatre communication program
TRANSCRIPT
4721 - THE FIRST YEARThe Torch Theatre Communication Plan
2011-2012
MISSION & VISION
VISION
MISSION
The Torch Theatre pursues excellence in longform improvisation through performance and education as a voice of an innovative artistic community.
To make Phoenix a global leader in uncompromised quality improvisation and to be the premiere source of longform improvisation within Phoenix.
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 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
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
3A PLATEAU OF PARTICIPATION
WHO IS OUR “AUDIENCE”? WHAT DO WE KNOW ABOUT THEM?
WHO ARE WE TALKING TO? WHO ARE WE MISSING?
THEATRE-GOERS, STUDENTS, DONORS...
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
3A PLATEAU OF PARTICIPATION
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 print and digital assetscolorful, active photography featured prominently in physical space and all communication piecessupport each troupe’s individual voice, making sure the professional level of design and layout are met
VOICEyour voice is The Torchyour voice, spell checked & fact checked of courseyour humor, your perspective, your wordstransparency, authenticityembrace our own language
ACTIONS“How we do what we do is who we are” have fun, be fun be professional, creative artists be collaborative community members
OUR COMMUNITYA 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
unify
WORDPRESScontent managedaccess for multiple content editors and managerscollaborative approach to web contentvisually connected to theatre spacemultiple points of connectionprovide convenient registration, donation and purchasing optionsmake sure necessary information is available for purposes of fundraising and transparency - annual reports, donations, financial documentscontent SEO optimized (“read more” no more)
unify
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 troupe representatives can work together to make sure information is available to all that want it
unify
SOCIAL NETWORKSresponsive and engagedprovide reliable access to information on shows and classesrespond and engage in conversations beyond pushing out our own messagesbe respectful citizens of online networks
2DEMONSTRATE ARTISTRY, HUMOR& EXPERTISE
EDUCATE AT EVERY OPPORTUNITYPROMOTE THE IDEALS OF IMPROVISATION
LISTENSUPPORTRISKACCEPT
unify
TALKING POINTSknow your lineswhen media, new partners or donors ask what we do, we need to be prepared and consistentall regular staff and performers should be encouraged to know about theseprovide tools for media and other partners to understand our workregularly engage with media representatives
demonstrate
EXPERT POSTSknowledge for the worldgive local media plentiful and diverse resources for covering longformconnect with national conversation on the art of improvisationconnect 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
CELEBRATION POSTSour family membersfeature the creativity of our Torch family film, theatre, art, other creative work professional work educational work national improvisation work
demonstrate
VIDEOdistance learningprovide a comprehensive resource for those who want to see whole shows from The Torch - students, troupes, alumni and festivalspromote a exemplar show a week through other channels for fans that can’t make it out to the theatrefeature short clips of pieces that can stand out of context for promotional purposes
demonstrate
FOURSQUAREambassadors of PhoenixThe Torch Theatre Page, a virtual tour with tips from us.
demonstrate
TWITTERinspire creative growthcontests or submission based exercises of creativity - @NYneofuturistslaunch and moderate conversations on improv and creativity
RESOURCESgrants for artistsidentify and apply for grants for the artstake advantage of local resources for nonprofits and artists
demonstrate
3IDENTIFY AND ACTIVATE OUR EXISTING POPULATION
IDENTIFY AND ENGAGE A NEW POPULATIONMAKE THINGS EASY TO FIND, JOIN AND DOCOLLABORATE WITH LOCAL COMMUNITIES
OUR SUCCESSdepends on maintaining and building our network
We need everyone’s voice, on stage and off
engage
THE FORUMinternal communicationinstructors, performers and alum should reach out to new classes on the forummoderated discussions on improv, conversations possibly translated to public blog posts with permissionprovide information and updates on the progress of the theatre and the businessask for help and support when neededoffer ways individuals and groups can help, support and volunteer.
engage
GUEST POSTSmany voicesgive 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
PRINT still interactivefliers, posters and other ephemera should inspire actionask questions, make people thinkmore like art than a normal flier - feature creativity of our community artistsshould include QRC codes or other interactive tools that people can engage with immediately
engage
EMAIL talking to friendsone on one communication - not to a public massexplore options to personalize (add first name to email content)Personal thanks for donations and support
noted
RAZOOprimary fundraising touchpointengage online via twitter, facebook and web - built in toolsindividuals and troupes can build their own fundraisers
engage
engage
TWITTERsilver and gold friendsconsistently provide information for Torch events and classes and Phoenix arts, culture and local businessesengage with like minded projects and individualsengage with vocal Phoenix thought leaders and activistsbuild excitement via ticket giveaways or other possible highlight and feature Torch personalities
engage
FACEBOOKbuild relationshipsprovide reliable information for events and classesengage directly with other like minded individuals and organizationsask for supportsupport other events and organizationsshare select photos and videos of our own events and related eventscelebrate our studentslead conversations on art, culture and improvisation
engage
FOURSQUAREcelebrate loyalty offer specials to those checking in on Foursquarepartner with other local businesses or arts venues.define space for performers, & staff to also check in, separate from audience, offer specials for that too
VIDEOS OF THE HEARTtell our storytestimonials of transformation through improvinterviews with founders and torch bearerstell the world why they should support us, who we are, why we arestories need to be edited, intentional, captivating and brief
engage
OBJECTIVES
1How has the perception of The Torch Theatre shifted over the last year locally? (perception)How consistent is communication from The Torch Theatre? (content)How is The Torch Theatre perceived nationally by peer organizations and improvisors? (perception)What words do people use to find us online? (content)
7%8%
10%
11%
29%
35%
Time Travelling Pie ChartIDENTITY
2How has the media covered improvisation locally in the last year? (content)How is longform improvisation perceived by audiences and students of the Torch? (perception) How many new partnerships have been developed over the last year? (numbers)How have existing partnerships grown or developed? (content)How engaged with the national improvisation/artistic conversation has The Torch Theatre been? (content)
7%8%
10%
11%
29%
35%
Time Travelling Pie ChartIMPROV LOVE
3 7%8%
10%
11%
29%
35%
Time Travelling Pie ChartPARTICIPATIONHave audiences grown in the last year? (numbers)Has the student population grown in the last year? (numbers)Has the number of individual donors grown in the last year? (numbers)How many partnerships have been developed over the last year? (numbers)How has online engagement grown? (numbers)What is the conversion rate of online engagement and audience/student/donors? (numbers)
gather data
implement tactics
measure effects
HAVE A GOOD LUCK!
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
1INCONSISTENT IDENTITY
2INACCURATE PUBLIC PERCEPTION OF
LONGFORM IMPROV
3PLATEAU OF PARTICIPATION
POSITION TORCH AS A RELIABLE SOURCE OF CREATIVITY AND COLLABORATION IN PHOENIX
INCREASE IMPROV LOVE IN PHOENIX, ARIZONA AND THE WORLD
BUILD SUPPORT AND PARTICIPATION FOR THE TORCH THEATRE AND ALL
PHOENIX ARTS AND CULTURE
IDENTIFY AND ACTIVATE OUR EXISTING POPULATION
IDENTIFY AND ENGAGE A NEW POPULATION
MAKE THINGS EASY TO FIND, JOIN AND DO
COLLABORATE WITH LOCAL COMMUNITIES
UNIFY OUR BRAND
THROUGH VISUALS, VOICE AND ACTIONS
IDENTIFY WITH OUR COMMUNITY
DEMONSTRATE ARTISTRY, HUMOR& EXPERTISE
EDUCATE AT EVERY OPPORTUNITY
PROMOTE THE IDEALS OF IMPROVISATION
WORDPRESS
TRAINING TALKING POINTS
SOCIAL NETWORKS
FOURSQUARE
RESOURCES & INFRASTRUCTURE PRINT
THE FORUM
VIDEOS (SHOWS) VIDEOS OF THE HEART
RAZOO
4721 BLOG GUEST POSTSEXPERT & CELEBRATION POSTS
ISSUE ISSUE ISSUE
GOAL GOAL GOAL
STRATEGY STRATEGY STRATEGY
OBJECTIVES OBJECTIVES OBJECTIVES
NUMBERS & PERCEPTION CONTENT & PERCEPTION NUMBERS & CONTENT
TACTICS TACTICS TACTICS
4721 - “The first year” communication plan