Transcript Stageworks Theatre Production Specialists Media

Stageworks
Theatre Production Specialists
Media Plan
Presented by
Jeremy Pinchuk
Situation
What is Stageworks?
A new startup dedicated to helping
independent theatre thrive in Montreal
Why are we here?
The Need
- Many independent groups devote their energy solely to the
actors’ performances
- “Behind the scenes” aspects often neglected
Our Mission
- Support independent theatre in Montreal
- Promote design, production, and marketing as part of the
storytelling process
- Remove the barriers to quality production values
How we will achieve it
- Advise on design and budgeting/fundraising strategies
- Fully-equipped scene shop and office space available for rent
- Workshops and training sessions
Background
Professional Skills
Copywriting, Graphic design, Desktop publishing, Web design
Marketing and communication for small business
Operations management for small business
Education and Training
BFA Major in Theatre, Concordia University
Diploma in PR, Concordia University Continuing Education
2004
2016
Professional Experience
Freelance Designer / Stage Manager / Consultant
Dora Wasserman Yiddish Theatre, various functions
Production Manager / Designer, Bialik High School
Technical Supervisor, Cazalet Studio (Concordia)
For more information visit www.jeremypinchuk.net
2001 - present
1998 - 2015
2003 - 2008
2003 - 2006
Target Markets
Independent theatre companies
Groups that don’t have a permanent management apparatus
Emerging artists
Looking for opportunities and additional training
Objectives
Build awareness of the company
Social Media “share” rate of 50%
Generate new business inquiries
Appear in online directories and other listings
Bring in clients
Minimum 8 production clients in the first year
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Consulting clients
Shop rentals
Secure repeat business through excellent service
Evaluation
Have we achieved the expected PR visibility?
Parameter
Rate of Social Media content “shares”
Response rate to the direct mail campaign
Traffic at our Expo-Scène booth
Target
50%
20%
20/day
Did it bring in the expected number of clients?
Parameter
Number of new production clients
Rate of repeat clients
Target
8
75%
Evaluation
Have we met our budgetary expectations?
Parameter
Projected expenses
Additional subcontracting
Other metrics
Social media referrals
Unique visitors to our website
Client satisfaction survey
Target
$6000
None
Strategy
Social Media
Targeted Mail
Online Publicity
Traditional Media
Special Events
Tactics
Social Media – Engage the community
Cross-Promotion
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Promote clients’ shows on our social media outlets
Facebook: Build interest and awareness
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Text posts about the company and what we do
Image and video about what goes on
Solicit client testimonials
LinkedIn: Create and post instructional content
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White papers on design principles
Write-ups of ongoing projects, case studies, etc.
YouTube: Promotional and instructional videos
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Professional promotional video
How-to videos
Behind-the-scenes videos
Tactics
Targeted Mail – Outreach to prospective clients
Companies
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Postcards sent to prospective client companies
Rental companies (props, costumes, equipment)
Performance and rehearsal venues
Individuals
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Reach out through schools, institutions
Personal networks
Industry associations
Tactics
Online Publicity
Company website
Regular email updates to client list
Listing on other industry directories and email services:
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QDF
CAEA/UdA
PACT
CITT
APASQ
CALQ
Tactics
Traditional Media – Local & industry publications
Purchase traditional print ad space
Special Interest or Feature stories
Special Events
Information table at EXPO-SCÈNE
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Increase exposure to the technically-minded
Network with suppliers, vendors, designers, producers
Open House launch event
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Invite industry players, opportunity to network
Tour of the facility
Budget – Year 1
Social Media (in-house)
Facebook
LinkedIn
YouTube
Promotional Printing
10 hrs/month
15 hrs/month
1 day/video
Graphic design
Postcards (Qty: 1000)
Business cards (Qty: 1000)
Canada Post
in-house
$ 200
$ 100
$ 100
Website
Domains (per year)
Hosting (per year)
Design
$ 100
$ 100
in-house
Expo-Scène
$3000
in-house
in-house
Miscellaneous
Exhibitor fee
Display banner
Representation (2 days)
$1200
$ 150
staff
Video Production
Promotional video
Behind-the-scenes videos
How-to videos
Organizational memberships
Paid listings/ads
Reserve funds
Launch Event
Refreshments
Décor
$ 150
$ 100
Total Budget: $6000
$ 200
$ 200
$ 400
Timeline
Grand Opening: May 1, 2017
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Companies are planning upcoming season
Students graduating, planning careers
Summer stock, Fringe Festival
Marketing Schedule
Sept ’16 – Feb ’17:
Set up the business
Legal, financial, location, insurance, etc.
February 2017:
Launch online presence
• Company website
• Social media channels
Facebook (daily)
LinkedIn (bi-weekly)
YouTube (as available)
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Register with industry associations/directories
March 2017:
Run print ads
Direct Mail campaign
April 2017:
Media coverage
Open House
May 2017:
Expo-Scène
Stageworks
Theatre Production Specialists
Thank You