Theater Outreach Guide
CONSULTATIONS
Cresco Opera House
Social Media Marketing
Community theaters can gain a lot from connecting to the public through social media but there is a lot to consider when you are interested in social media marketing.
How will you measure the success of your accounts? This relates back to your goals. If your goal is to gain engagement with community members, you will need to track how many people have responded and shared your posts. You may also look at the fluctuation in followers as you continue to build your social media presence.
What is your theater’s goal of being on social media? Do you want to keep followers up to date, educate people, or gain community engagement? These goals all result in a different tactic Do not feel like you need to have an while posting on social media. Your account for all forms of social media. content type, frequency It is more important to and information being “Do not feel like you focus on quality over shared will change quantity. Learn how need to have an drastically dependent to effectively use two account for all forms or three platforms and on your goals. Do not feel like you cannot disregard the rest. Down of social media.� dabble in all areas, but the road, you may find make sure you understand why social yourself wiling to learn about a new media is being used in the first place. network that continue to broaden your social connections. Be sure to consider your target audience and which forms of social media they use when deciding which platforms to focus on.
Your theater may find it beneficial to create a content strategy. This involves deciding what kind of content you will share and how often you will post it. When trying to decide on the type of content you will share, you should look back at previous posts. What types of posts were well received by your followers? If you would rather, it is okay to ask your followers what they want to see: volunteer spotlights, playwright stories, how-to’s, etc. Make sure there is a variety in your content. Use pictures, videos and text to connect with your followers. “While every post doesn’t need a link, social media can be a helpful tool for directing people to your website, blog or mailing list” (Johnston). Due to the volunteer nature of community theaters, it is advised that your group devises a social media calendar. It allows everyone to know when content, pictures, and videos
are going to posted; this gives people timelines and deadlines. The Phoenix Stage Company has begun an interesting program that provides real time theater coverage on Twitter. Their idea is called the Tweet Seats. These are seats located in the back of the theater where well-followed Twitter personalities are invited to sit. They are expected to tweet about the show during the performances in the hopes that their followers will become interested and buy a ticket. The group has had great success with this program. Be sure to respond to questions and comment people post on your page. Look for hashtags and other groups that your group can use and align with.
“While every post doesn’t need a link, social media can be a helpful tool for directing people to your website, blog or mailing list”
“We must all do theatre, to find out who we are, & to discover who we could become.� - Augusto Boal
Elkader Opera House
Best Times to Post on Social Media: 2018 Industry Research
Facebook for Nonprofits Best Times to Post: Wednesday and Friday at 2 p.m. High Engagement: Monday at 9 a.m., Tuesday at 6 p.m., Thursday at 10 a.m. & noon & Friday at 9 and 11 a.m. Safest Time: 9 a.m. to 4 p.m. on weekdays. Least Amount of Engagement: Sunday
Instagram for Nonprofits
Best Times: Friday at noon. High Engagement: Tuesday at 3 & 9 p.m., Wednesday 3 to 4 p.m., Thursday 2 to 3 p.m. & Friday at 10 a.m. Safest Time: weekdays from noon to 5 p.m. Least Amount of Engagement: Saturday Twitter for Nonprofits Best Times: Thursday at noon and Friday 11 a.m. to noon. High Engagement: 10 a.m. to 2 p.m. on Tuesday, Thursday & Friday. Safest Time: Monday through Friday 10 a.m. to 4 p.m. Least Amount of Engagement: Sunday
Resources Brass, Kevin. “What It Takes to Keep a Community Theater Running.” The Wall Street Journal, Dow Jones & Company, 3 Nov. 2014, www. wsj.com/articles/what-it-takes-to-keep-a-community-theater-running-1414965272. Johnston, Alicia. “A Strategic Guide to Social Media for Nonprofits.” Sprout Social, Sprout Social, 24 Jul. 2017, sproutsocial.com/insights/ nonprofit-social-media-guide/ York, Alex. “Best Times to Post on Social Media: 2018 Industry Research.” Sprout Social, Sprout Social, 13 Mar. 2018, sproutsocial.com/ insights/best-times-to-post-on-social-media/
Advertising & Marketing Many nonprofits are unaware of the promotional and advertisement advantages of their 501 ( c) (3) classification. Nonprofits are often offered free or discounted advertisements as compared with their for-profit competitors. Some of the biggest social media giants and most well-known internet sites have opportunities for nonprofits to gain coverage: YouTube, Facebook, and Google to name a few. Youtube If your group utilizes a lot of video in advertisements and promotions, consider the YouTube’s Nonprofit Program. Groups can get the following premium features: • Premium branding capabilities • Increased uploading capacity • The option to drive fundraising through a Google Checkout “Donate” button • Listing on Nonprofit channels & video pages • Ability to add a Call-to-action overlay on your videos to drive campaigns” (“Advertising Programs”). “Emotions are ultimately what drive people to act, so spending some time and resources on video production and hosting shouldn’t be put on the back-burner for non-profits” (da Cunha).
Elkader Opera House
Google Google has created grants for nonprofits that choose to use their Adwords technology. It’s possible to receive up to $10,000 worth of free advertisement each month for free. So, you’re probably wondering what Adwords is. Most campaigns target audiences and/or device, but Adwords uses keywords to bring your ads directly to people searching your words. It allows you to assign keywords to text-based Google ads, no images or videos, sorry. If someone searches for your keyword, your ad will display based on where you fall in the bidding system. “The maximum bid you can place on any given keyword will be $2. If the
lead to more money for donations, more volunteers, and higher ticket sales. Adwords can be connected to Google Analytics which allows you to improve your ads based on the data insights. It is important to note that you can add a target for your local community. It does not help your ticket sales to be focusing on people hours away. But even someone hours away may be interested in giving your group a donation if they believe in what you do.
“Adwords uses keywords to bring your ads directly to people searching your words.” minimum bid is higher than that (usually due to its popularity), your ad won’t be shown for that keyword. But when the minimum bid is less than $2, your ads will appear below the paying ads that are included for any particular keyword phrase” (Soucy). Why even bother? More people will get linked to your website. More people on your website should
Am I even eligible? First off, Google has a great relationship with nonprofits as they work with about 20,000 nonprofits in more than 50 countries. To be eligible, you must be considered a nonprofit in your respective country and must have a live website with enough content for Google to run search engine optimization on it.
Facebook If your theater is hoping to raise money through social media, Facebook may have the perfect way to help promote your fundraising efforts. Facebook has the option to display a “Donate Now” button on a nonprofit page, dependent on the results of the application process. “With a lot of these causes it’s all “With a lot of these about being in front of your causes it’s all about audience at the right place, at the right time, with the right being in front of offer, and this button definitely your audience at promotes immediate action” (da Cunha). To be eligible, the right place.” your organization must have a verified U.S. 501(c)(3) status, a verified Facebook page, agree to Facebook’s terms and conditions, and complete an application form. Email Marketing Many studies have been conducted and still conclude that email marketing is the most effective way to market to people. “Email marketing results “To be successful in in an average of $40 of revenue for every $1 spent, email marketing, it making it immensely powerful for budget-limited is important to get people interested non-profits” (da Cunha). To be successful in email from the subject line.” marketing, it is important to get people interested from the subject line. If it is not compelling, they will trash it before reading it. The email should be interesting and concise with a healthy mix of images and videos dispersed throughout. Visuals help people connect to your cause.
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Note This can be a time-consuming process, expect to devote a few hours a month to this. This time may be spent analyzing data, updating ads, or experimenting with keywords. “Researching possible keywords to see if they present any opportunity before adding them to a campaign could make a big difference, but you don’t need to research those words for the campaign to run” (Soucy). There is nothing wrong with doing this by trial and error. Maybe it’s not the best way to utilize your theater’s time.
“This can be a time-consuming process, expect to devote a few hours a month to this.” Resources “Advertising Programs and Partnerships for Nonprofits.” Learn, learn.inn.org/guides/outreach/promotional-tools/advertising-pro grams-and-partnerships-for-nonprofits/. da Cunha, Margot. “Marketing for a Good Cause: 7 Strategies for Nonprofits.” Wordstream, Wordstream, 22 Mar. 2018, www. wordstream.com/blog/ws/2016/02/09/marketing-for-nonprofits. Soucy, Christine. “Free Advertising for Nonprofits: Getting Started with Google Ad Grants.” Wired Impact, Wired Impact, 11 Jan. 2017, wiredimpact.com/blog/free-advertising-for-nonprofitsgoogle-ad-grants/.
Branding In the past, brands were used as a fundraising tool. They were a sign of a successful nonprofit who had enough support to be able to afford branding. It was seen as a luxury. Branding was used to communicate to possible donors and the public that the group’s program was worth giving money to. Executives thought increased visibility and recognition translated to fundraising success. Today, nonprofits are starting to understand that branding can do so much more than increase potential giving. Strategically a brand can help solidify your group’s internal identity, cohesion, and capacity. It is important to understand what we mean by a brand; we are not just referring to the logo, name and overall look of your group. “A brand is a psychological construct held in the minds of all those aware of the branded product, person, organization, or movement” (Stone). In other words, your brand should evoke a feeling and action in those who encounter it.
How to define a brand for your community theater:As previously stated in consultation, creating a mission statement and understanding what you are trying to do is vital to the survival of your community theater. “All the clever positioning and communication in the world will not help a nonprofit that is unclear about its objectives and why they should matter to others” (Frumkin). Simply put, to create a brand, your group must have a deep understanding of what you are trying to accomplish and how you are going to reach your goals. Next, understand who is going to get you there. Who is the audience you want to target? Understand how they communicate and where they look for information: social media, print magazines, etc. Make sure to utilize other nonprofit groups that have similar goals. Your groups could get together to create a campaign or program that would benefit both groups.
Once you have decided on a brand that shows the marriage between the internal and external goals of the organization, it is important to manage the brand to help curate the way your organization is viewed. “A strong brand allows you to acquire more resources and gives you the authority to have more freedom over how you use them” (Peter Walker, director of the Feinstein International Center at Tufts University). SOCIAL MEDIA
Brand building and recognition takes time and some money. Do not expect an overnight change but keep with it over time. “A strong brand helps bring greater credibility and trust to a project quicker, and acts as a catalyst for people to want to come to the table” (Diane Fusilli, a global brand consultant and former communications director at the Rockefeller Foundation). Resources Frumkin, Peter. “Eight Building Blocks of Strong Nonprofit Brands.” Nonprofit Quarterly, Nonprofit Quarterly, 2 Oct. 2015, nonprofit quarterly.org/2015/10/02/the-eight-building-blocks-of-strong-nonprofit-brands/ Gauss, Allison. “5 Smart Brand Strategies for Nonprofits.” Classy, www.classy.org/blog/5-smart-brand-strategies-nonprofits/. Stone, Christopher, and Nathalie Kylander. “The Role of Brand in the Nonprofit Sector (SSIR).” Stanford Social Innovation Review, 2012, ssir.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector. SOCIAL MEDIA
SOCIAL MEDIA
Community Outreach Theaters across the U.S. have started creative programs that focus on developing relationships between the theater and their community. Hopefully, this list will give your theater some inspiration for future programs. Education One way to reach out to your community is by offering educational opportunities. The Theater Project of Brunswick, Maine has instigated a program that allows for a connection between school topics and the theater. “With sufficient notice, actors from The Theater Project’s professional ensemble will develop a program based on a school’s curriculum” (Outreach). Their performances can also include workshops and study guides. The workshops relate with the class topic or skill they’re trying to develop. “Our theater workshops help develop initiative, cooperation, communication, risk-taking and problem solving, all attributes that are essential in a learning environment” (Outreach). This group also offers opportunities for students to preview regular season shows during matinees.
“The Theater Project of Brunswick, Maine has instigated a program that allows for a connection between school topics and the theater.”
Cresco Opera House
Original Productions Phoenix Stage Company has chosen to no longer do musical stage productions and is focusing on new productions. They call on community members to become directors and playwrights who are interested in putting on an original show. Theater Connection The Aspen Community Theater of Colorado works with area construction companies who are willing to donate time and supplies for set pieces. The group works with other theaters to build stock scenery pieces that can be used in multiple productions. This can help cut cost for both theaters and encourage cross theater relationships and interest in other theater’s production. Importance to Community Bradenton, Florida’s Manatee Players has put a great deal of emphasis on reaching out to business owners and civic leaders in the community. They receive a lot of funding due to their pitches about the theater’s ability to bring people into town and create jobs. Giving Back to Community A group of kids from the Story Theater Company in Ames, Iowa, asked patrons to bring in donations instead of buying tickets for their shows. Doing a program like this is a great way to give back to your community by bringing nonperishable foods to your local food pantry and donating clothing to the area.
Enlist Local Artists The Opera House Players of the Elkader Opera House in Elkader, Iowa have been utilizing the talents of their local artists for decades. They ask artists to get involved in everything from set design to the creation of the promotional posters. Their set pieces are created specifically for their space and the vision of the individual director. The promotional pieces are based off the actors and costumes that will be seen on stage. This personalization gives the audience a completely original experience when they see an Opera House Players production. Artists can also be asked to design pieces as a benefit for high level members. Their pieces can be reflective of the theater’s current season or they can be completely unrelated. The hope is that the artist can get their name and work out into the public. Resources Brass, Kevin. “What It Takes to Keep a Community Theater Running.” The Wall Street Journal, Dow Jones & Company, 3 Nov. 2014, www.wsj.com/articles/what-it-takes-to-keep-acommunity-theater-running-1414965272. “Outreach.” The Theater Project, The Theater Project, www.theaterproject.com/outreach “Theater Kids Give Back: Teens Accept Donations Instead of Ticket Money.” TODAY.com, TODAY.com, 23 Mar. 2018, www.today.com/video/theater-kids-give-back-teens-accept-do nations-instead-of-ticket-money-1193350211521.
Cresco Opera House
Thank You! This project was made possible by the following theater groups who were willing to share information, allow me to photograph their spaces, and help me understand the inner workings of their theaters. New Minowa Players Decorah, Iowa Kathy Schwartzhoff, Board President Rick Scheffert, Vice President Carl Peterson, Treasurer Donalee Bruns, Costumer Past & Present Members & Friends CCT Theatre Productions Cresco, Iowa Joe Wacha, President Jayne Jensen- Vice President CCT Theater Board Cresco Opera House Cresco, Iowa Joe Wacha, President Jayne Jensen- Vice President CCT Theater Board Elkader Opera House Elkader, Iowa Kay Moser
ISU Theater (Iowa State University) Ames, Iowa Liese Vanderbroek, Publicity Ankeny Community Theater Ankeny, Iowa Stacie Bendixen, Board President Ames Community Theater (ACTORS) Ames, Iowa Clayton Johnson, Member Judge Story Theatrical Troupe Story City, Iowa Tammy Dickinson-Ferrell, Member Boone Community Theater Boone, Iowa John Hoffman, Board Secretary
CONSULTATIONS