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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

RomeLittleTheatre Graphic Standards

When I first thought about my Personal Learning Environment I thought about the physical environment. There are many places I learn but the environment I learn best in and feel most comfortable in is in my home. On my PLE the boarder is filled with pictures of our dog, Belle, because she is always by my side as I do homework, surf the Internet, watch television or just chat with friends. In the center of my PLE I have placed a picture of my living room window because it is the place I typically work and learn. I love that I have a chance to watch people, families and pets walk by while spending time in that room. There are other physical environments represented on my PLE including the University of Oregon, classes in the AAD program, and Eugene in general.

The next things I thought about were the devices that I use to learn. Those include my MacBook Pro, iPhone, television, and people. I use each device to learn different things and use a variety of methods, depending on the device.

I have never been a person that spends much time on my computer and in fact I only use my computer for professional and school projects or assignments. You will rarely find me just browsing websites, blogging or look around the Internet on my computer. Applications I use on my computer include Google Chrome, Safari, and the Microsoft Office Suite.

On the other hand I do spend a good amount of time using my iPhone as part of my personal learning environment. I use my phone for everything and my “best friend” is the Google App, I love Google! I use my phone for social media including Facebook, Instagram and SnapChat. My phone is where I shop through Amazon, learn about the weather, and constantly ask Google for answers. Each morning I get a quick update on the news through The Daily Skimm e-mails. Also, I use my phone as a connection to people, both near and far. Through pictures, texts and phone calls I can keep connected with the people important in my life.

Through the television I learn by watching countless television shows, a few movies and lots of Netflix!

Most importantly I learn through people and communication. Through friends, mentors, family, professors, cohort members, and strangers. I learn best through listening and talking either in person or using technology-iPhone, Skype, coffee shop, etc.

Lastly, I thought about how I organize my learning. Most of my work and school is managed through my Franklin Covey planner and my iCalendar on my phone. I have learned to organize and prioritize my life with my planner and would be lost without it.

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1. What is your organization or company. Give background history including who, when and why it was founded.

I have chosen to do my project on a community theatre that I was an active part of in Georgia, Rome Little Theatre (RLT). The theatre functions as an amateur community theatre that was founded in 1933. The theatre took a hiatus during World War II but began productions again in 1956. The location of the theatre productions has moved since its beginning but remains on Broad Street in the downtown area of Rome. I would imagine that the reason the theatre was founded is because of the lack of theatres in the Rome area. There are no professional theatre companies, performing art centers or resident theatres in town.

2. Why do they do or make – describe the products or services and what makes them unique.

RLT puts on a full theatrical season, each year complete with 8 season shows, 6 regular adult shows and 2 RLT Jr. shows for kids only. In addition to the 8 regular season shows there are sometimes additional summer stock shows. In my own experience and after talking with another very active member, we would say the theatre is unique because of its ability to have performers, volunteers and directors back again and again. I can’t point to one unique feature of the performances but the overall energy within the theatre ‘family’ is what make RLT unique.

3. Describe the culture of the organization or company. What is the work environment like – the atmosphere? What is the building like – exterior/interior, architecture, fittings and furniture? How to the employees work together? What are the jobs and roles of individuals? How are they treated by management?

The organization employs only two full time positions, an office secretary and an executive director. All tasks are performed by these two positions, board members and/or volunteers. As you could guess, lots of volunteers are involved in every aspect of running this theatre.   This organization takes a ‘working board’ to a whole new level. Every member of the board is extremely active in the theatre productions.

The building is part of what makes RLT unique. The company performs in one of Georgia’s first movie theatres (Historic Desoto Theatre). There have been tons of renovations since they have started using this space, especially in the last 5 years. The space is not ideal for a theatre as there isn’t much space in the wings for dressings rooms, props, etc. That being said, it is a beautiful space inside and out and they make it work. The exterior of the building has the original marquee for the old movie theatre, which adds to the charm and makes it stand out on the main street of town. The interior has recently been renovated, repainted, carpeted, new seats, new concession area, etc.

4. Who is the targeted audience? What are their demographics?

Based on the history and mission statement I would say their targeted audience is any community member that has an interest in the arts. That includes all age ranges and people from all backgrounds. Recently RLT has been focusing on recruiting children for junior shows, workshops, and classes. They do have plans to start a RLT Senior program in the future.

5. What is the organization or company mission statement?

The purpose of Rome Little Theatre is to present amateur theatrical productions, encourage interest in drama, and contribute to the cultural and educational life of the community. RLT is an active supporter of the arts in Rome and Floyd County.

For my brand awareness activity I have chosen 3 brands that have always stood out in my mind as successful logos.

1.  American Horror Story

American Horror Story premiered as a television show created by Ryan Murphy in 2011. Since the first season I have been intrigued by the branding and marketing of this show. To provide a little background, each season follows a completely different story line of a horror story: Murder House, Asylum, Coven, Freakshow and Hotel. Simply put the brand looks scary! The simplicity and contrast of a black background and white text with no additional color adds to the spooky feel of the brand and provides a canvas for many different stories. It looks like a modern version of some sort of gothic font because of the double lines on the H. After some research I found that the creators used a mix of fonts, ITC Willow and Charles Rennie Mackintosh. The o is raised above all other letters with a dot below and I think that’s what draws my eye to design. It works nicely because the dots create a triangle, perhaps that was an accident but it works well visually.

American Horror Story uses mostly social media and television commercials for their marketing. Each season the video clips/commercials they release are extremely graphic and scary. The simple black and white logo is a much needed contrast to the video advertisements because they are so intense and colorful.

2. Firehouse Subs

Ever since moving to Oregon in mid-July I have missed Firehouse Subs SO much! I absolutely love a sandwich and Firehouse Subs is the best I’ve ever had.  As you can tell from the name and logo it is a company founded by firemen and all of the marketing mimics a fire department seal/vector.

They used the white capital bold typography but added a small serif on the letters. It mimics the red badge as the background of the logo and I think that makes it memorable. When any person sees the Firehouse Subs logo they will think of firemen and I believe because of that it makes the logo memorable. The Subs part of the logo has the two gold dots on the edge of the oval like a seal on the front of a fireman’s hat. It seems strategic to put ‘Founded By Firemen’ at the bottom of the logo because a fireman is a very respectable job that serves the community. It could make people feel good about eating at an establishment because it was founded by people that serve the community in such a commendable way. Another way Firehouse Subs uses their history to market is through the dalmatian print. Their tables are topped with dalmatian print and they use it as a background for a lot of their in print material.

3. Lucky Brand

Lucky Brand is one of my favorite clothing/jewelry/shoe companies and their brand has always been very appealing to me.  I noticed that their brand has very recently changed so I wanted to show both and talk about possibly why they changed.

The first of the logos is their old brand and the second is their new brand.  I am really drawn to the new design because of its simplicity.  They made the font all capitalized, no serifs, with spacing between the letters,  and they added the four leaf clover, which has always been a constant symbol in their designs.   I would guess they wanted to rebrand to create a more modern and simple design and they wanted to add in the four leaf clover to reinforce that symbol with their brand.