Media Plan

Juliana Reuter Cynthia Garcia

Stephen Elias
Alyson Ramsey
Melissa Rojas

Table of Contents
Brief Steep Theatre Summary
SWOT Analysis
Strategic Needs
Primary Strategy
Audience Profile
Social Media Recommendations
Media Reporters
Media Outreach Summary
Metrics/Success

Summary
Conceptualized by three friends, average
Joes
First performance in 2001
60-seat theatre

SWOT - Strengths
Strengths
Community and Audience
Reputation
Affordability
Intimate performances within an
intimate theater
Holiday promotions
Top Reviews by Chicago Theatre
Critics

SWOT - Weakness
Weaknesses
UK plays are not as popular in US
Limited venues for purchasing
tickets
Primarily premieres shows without
a proven following
Unfamiliar plays
Social media presence
Photography

SWOT- Opportunities
Opportunities
Tap into college audience
Theatre expansion while maintaining
intimacy
Create a prominent presence on
social media that may appeal to their
targeted audience
Utilize success of their members
Expose new audience to boutique
theatre

SWOT- Threats
Threats
Budget Constraints
Steppenwolf and Red Orchard
Inability to hire from Theatre
Actors Union
Competition with Equity
Theatres
Lack of ability to acquire
new/specific talent

The #SteepDifference
The performances spoke to the
everyday person.
Scripts were about ordinary people
in extraordinary situations.

Strategic Needs
Identify specific groups and individuals interested in
the arts; primarily theatre
Broaden their audience by offering a different type of
theater experience:
Out of the Box Scripts and Performances
Audience Engagement
Promotional Pricing
Word of Mouth Reputation Growth is Essential
Intense plays with intense messages

Primary Strategy
Reach out to college students in
the Chicago area

Key Audience
Chicago college students
Art-minded, have interest in theatre
Neighborhoods:
Andersonville
Edgewater
Wicker Park
Loop
Logan Square
Rogers Park
Lincoln Park

College Students

art-minded
socially conscious
live or go to school near Steep
forward-thinking hipster
seek affordability

College Student User Profile

Juliana is a Columbia College
student and regularly reads the
Columbia Chronicle

Social Media

Create large presence

Theatre community
involvement
Show your personality

Reporters
Promote cutting-edge
work/intimacy
Medium for deal
promotion
Unique playwrights

Current:

New:

Tactics For Social Media

Develop and expand Social Media presence
Twitter, Facebook, Instagram, YouTube
#SteepDifference
#SteepTheatreChicago
#ChicagoTheatre
Specific hashtags for each playwright;
i.e. #Vandal
Promote Social Channels

Steep Social Media Now

Current
Following

Steep Theatre@SteepTheatre

Tune into Chicago PD on NBC tonight at 9pm to see Caroline Neff

once again.
Following

Steep Theatre@SteepTheatre

Steeps own Caroline Neff will make her 3rd

appearance on #ChicagoPD! See her at 9 p.m. on
#NBC! #ChicagoTheatre #SteepDifference

Goal

Create a Social Media Plan

Twitter Daily- 2 Promotional posts per day,
2 engagement post, 2 Retweets
Facebook Daily- 2 Promotional posts per day,
2 engagement post
YouTube Monthly- Behind the scenes
video/promotional clip of your new play
Instagram- 2 Promotional posts per day,
3 behind the scenes clips

Tactics for Marketing to Students

Reach newspaper outlets
popular to students
Expand on Steeps
uniqueness
Promotional Merchandise
Ex: Stickers, key chains,
leave behinds

Using Professional Photography

for Advertisements

Were right next to the Red Line

Traditional Reporters
Hedy Weiss
Chicago Sun-Times Arts Critic
94 Influencer Rating
@HedyWeissCritic @SunTimes

Catey Sullivan
Chicago Theatre Review Examiner & Blogger
77 Influencer Rating
@examinercom, @chitheaterbeat

Nontraditional Reporters
Kris Vire
Time Out Chicago Theatre Editor
78 Influencer Rating
@krisvire, @timeoutchicago

Nancy Bishop
Gapers Block Arts & Culture Editor
@nsbishop, @gapersblock

College Reporters
Matthew McCall
Columbia Chronicle Arts & Culture Features Editor
@MatthewMcCall_ @CCChronicle 2,679

Ari Black
Loyola Phoenix Arts & Entertainment Editor
@ariahnablack @PhoenixLUC

Media Outreach Brainstorm Summary

Pitching tactics

Traditional Reporters

Quality of Steeps shows, mention previous reviews

Nontraditional Reporters

Thought-provoking storylines, intimate space, tight-knit crowd,

performer-audience relationships

College Reporters

Affordable tickets, Columbia College graduate Caroline Neff, Steep

Theatres close proximity to Loyola, ideal plotlines for liberal arts
students

Metrics/Success
Larger social media presence
Greater
Following on Twitter,
Facebook, & Instagram
Presence of hashtags on
social media
Number of ReTweets
Engagement
Ticket sales increase
Larger number of reviews and
features

Questions
or
Comments
?