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Learning Goals Reflection

1. Learn how to use communication strategies and delivery technologies to advance a marketing strategy for a non-profit organization.

I have a much better understanding of a variety of strategies that can be implemented to further a marketing plan. The use of technologies like CRMs and Hootsuite can really help non-profit organizations that may have a low marketing budget or small staff.

2. Learn how to create a marketing plan based on the visual brand I created last quarter.

One of the marketing strategies I am proposing in my plan is based on the rebranding that I completed last year. I have created a marketing plan around rebranding and feel that I have a better understanding of how to implement such a big change in a company.

3. I want to learn the ways to integrate technology into a marketing plan and what limitations might be presented through technology.

Through this class I have had the opportunity to look at examples of how to plan communication strategies using technology. Whether that be through e-mailing, social media or websites. We did discuss some limitations but it seems to really come down to budget and staff.

4. Learn how different marketing plans could be implemented depending on limited or expansive funds allocated for marketing.

Darrell showed a plethora of examples of marketing, some with limited budgets and some with very expansive budgets that were all effective. I would like to become more familiar with marketing budgets and how they can be organized based on priorities.

5. Learn how marketing plans can be implemented with very limited staff members; how to use volunteers and board members.

I don’t feel that we talked about this much in the class but through reviewing the different kinds of marketing it was clear that some were easier to do with less people and money. I would like to learn more about using a working board and volunteers to help implement marketing strategies.

Rome Little Theatre Web/Social Media Draft-January 2016

Rome Little Theatre uses many online and social media services to enhance awareness and visibility of the organization. This plan will be used to help us understand what and how we are currently using web outlets and how we can enhance our online presence through consistent and targeted communication. We must use each outlet as a way to reinforce the goal of all web/social media communication: to help people stay in the ‘know’ and to push them to take action.

Website– https://romelittletheatre.wordpress.com/

The RLT website functions has the main hub of communication with our patrons and audience members. The website is currently being used for announcements, ticket sales, archives and RLT basics/information.

• Benefits of enhancing our communication through the website
  • The website should be on all marketing materials and should push site visitors to take an action: audition, attend a performance, buy tickets, volunteer, donate, become a member
  • The website is mobile friendly, which is how most younger visitors will access the website
  • Great ticket purchasing system, friendly and easy to use
  • It is where people go when they look up/Google the organization and is typically the first point of access for an online visitor
• How to improve this communication channel?
  • The overall organization of the website needs to be reworked, we need to prioritize what we want people to do when visiting the website and make those priorities easier to access. Right now, there are too many options/buttons/tabs for easy access.
  • Restructure to lead visitors to take action, reference above. Some things are more important than others and should be more prevalent on the website, we must prioritize.
• Administration
  • Communication committee can help to prioritize and sustain a website plan for the Executive Director or Office Secretary to execute on a daily basis
• Audience
  • The audience of the website should be all people that are involved or want to be involved in the theatre. People of all ages will access the website to become involved or continue involvement in the theatre. This is a point of access for first time visitors and long time patrons of the theatre.

E-mail

RLT currently uses e-mail to communicate with theatre patrons that have already expressed interest in the theatre, whether that be through ticket sales, donation or requesting to be on the mailing list.

• Benefits of enhancing our communication through the e-mail
  • We already know that the people on our mailing list are interested in the theatre and we must take advantage of that
  • E-mail is a direct line to these people, they can access it immediately through mobile phone or computer.
  • If someone is not on social media, this is a great way to stay in touch and keep them in the loop of what is going on in the theatre
• How to improve this communication channel?
  • We must continue to push people to action through e-mail: audition, buy tickets, volunteer, direct/produce, donate
  • We need to develop a very diligent plan to consistently contact our mailing list with opportunities
• Administration
  • Content should be developed by the communication committee or the Executive Director.
  • This should be easily executed by the Office Manager if plan is developed to make communication consistent.
  • You don’t want to overload people with e-mails or they will stop reading so they must be very deliberate and action oriented.
• Audience
  • While everyone reads their e-mail (or at least skims it), the audience of e-mails should focus on an older audience, people who may not have social media
  • People who have already expressed interest in the theatre

Facebook

RLT takes great advantage of Facebook and our goal now is to be more deliberate with our communications and develop and focused strategy that can be easily executed.

• Benefits of enhancing our communication through Facebook
  • The majority of audience members and patrons are on Facebook. They interact with facebook also, liking, commenting and sharing posts.
  • Facebook events!
  • When people share posts, it hits more than just the RLT followers, encourage sharing-posts and events.
• How to improve this communication channel?
  • Keep profile picture the same, RLT logo, so that people can recognize and know the organization brand.
  • Communicate as close to daily as possible, a simple post that keeps people up to date should be quick and easy with a consistent plan in place.
  • Have directors/producers do quick interviews about the show, talk to the actors and post pictures/quotes about the upcoming shows. Get people excited about the productions.
  • Pictures, pictures, pictures-posts receive more shares and likes with there is a picture associated with the post.
• Administration
  • The Office Secretary and Executive Director should work to make the communication on Facebook consistent. The communication committee can help to come up with new ideas for each show to make them unique.
• Audience
  • Facebook is now used by young children, parents and grandparents, make sure the communication reaches all audiences.

Instagram

Currently, Instagram is the most underused of our social media outlets. One of our main goals needs to be to take advantage of Instagram.

• Benefits of enhancing our communication through Instagram
  • Instagram is one of the most popular social media outlets, reaching people of all ages and especially a younger crowd
  • We have 1013 followers currently and we are not interacting with these people at all (8 posts in over 1.5 years)
  • It’s a quick and easy way to show pictures of productions, the theatre, events, featured directors or actors with links to bios, show volunteers, etc.
  • With a quick photo a day the theatre can be live place that is interactive and exciting to the people that follow RLT
• How to improve this communication channel?
  • Implement a picture a day
  • Follow and like other theatres in the area-locally, regionally, state-wide, nationally.
  • Highlight people that are already involved-board members, volunteers, actors
  • Show off the theatre!-architecture, new additions, etc. (shout out to HDTF for the improvements).
• Administration
  • ED and Office Manager are in charge of daily execution. Ask for pictures from directors, producers, actors during productions to share. Set out a plan of action for each week-at least one specific element each week.
• Audience
  • As mentioned before this would target a younger crowd along with other theatres. Focus on the elements of fun and exciting to reach these audiences and make RLT stand out.

Actions Plan

Meet with communication committee, office manager and executive director:

• Learn more about the current web/social media plans in place
• Assess what is doable for the organization and its’ staff members.
• Develop month long plans that can be executed and sustained
• Talk about looking for a social media intern through one of the colleges in town
• Set top priorities for the year-look at numbers and areas to measure

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