4721 - THE FIRST YEAR

The Torch Theatre Communication Plan

2011-2012
MISSION & VISION
 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.
ISSUES WE FACE
 1
INCONSISTENT
IDENTITY
 2
INACCURATE 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
 3
A 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
 1
INCONSISTENT
IDENTITY
 1
POSITION TORCH AS A RELIABLE SOURCE OF

CREATIVITY AND
COLLABORATION IN
PHOENIX
 2
INACCURATE PUBLIC
PERCEPTION OF
LONGFORM
IMPROVISATION
 2
INCREASE IMPROV LOVE
IN PHOENIX, ARIZONA AND THE WORLD
 3
A PLATEAU OF
PARTICIPATION
 3
BUILD SUPPORT AND
PARTICIPATION
FOR THE TORCH THEATRE AND
ALL PHOENIX ARTS AND CULTURE
STRATEGIES
 1UNIFY OUR BRAND
THROUGH VISUALS, VOICE AND ACTIONS
IDENTIFY WITH OUR COMMUNITY
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
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
ACTIONS
“How we do what we do
is who we are”
have fun, be fun
be professional, creative artists
be collaborative community members
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
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
4721 BLOG
our own voice
a place to discuss and define our brand

unify
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
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
 2
DEMONSTRATE ARTISTRY, HUMOR
& EXPERTISE
EDUCATE AT EVERY OPPORTUNITY
PROMOTE THE IDEALS OF IMPROVISATION
LISTEN
SUPPORT
RISK
ACCEPT
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
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
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
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
FOURSQUARE
ambassadors of Phoenix
The Torch Theatre Page, a virtual tour
with tips from us.

demonstrate
TWITTER
inspire creative growth
contests or submission based exercises
of creativity - @NYneofuturists
launch and moderate conversations on
improv and creativity

demonstrate
RESOURCES
grants for artists
identify and apply for grants
for the arts
take advantage of local resources for
nonprofits and artists

demonstrate
 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
OUR SUCCESS
depends on maintaining
and building our network

We need everyone’s
voice, on stage and off
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
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
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
 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
RAZOO
primary fundraising
touchpoint
engage online via twitter, facebook and
web - built in tools
individuals and troupes can build their
own fundraisers

engage
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
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
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
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
OBJECTIVES
 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%
 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)
 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)
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
123
4721 - “The first year” communication plan
ISSUE ISSUE ISSUE

INCONSISTENT IDENTITY INACCURATE PUBLIC PERCEPTION OF PLATEAU OF PARTICIPATION

GOAL
POSITION TORCH AS A RELIABLE
SOURCE OF CREATIVITY AND
COLLABORATION IN PHOENIX
STRATEGY
UNIFY OUR BRAND
THROUGH VISUALS, VOICE
AND ACTIONS
IDENTIFY WITH OUR COMMUNITY
TACTICS
LONGFORM IMPROV
GOAL GOAL
INCREASE IMPROV LOVE IN PHOENIX, BUILD SUPPORT AND PARTICIPATION
ARIZONA AND THE WORLD FOR THE TORCH THEATRE AND ALL
PHOENIX ARTS AND CULTURE
STRATEGY STRATEGY
DEMONSTRATE ARTISTRY, HUMOR IDENTIFY AND ACTIVATE OUR
& EXPERTISE EXISTING POPULATION
EDUCATE AT EVERY OPPORTUNITY IDENTIFY AND ENGAGE A NEW
PROMOTE THE IDEALS OF POPULATION
IMPROVISATION MAKE THINGS EASY TO FIND,
JOIN AND DO
COLLABORATE WITH LOCAL
COMMUNITIES
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