1. 4721 - THE FIRST YEAR
The Torch Theatre Communication Plan
2011-2012

2. MISSION & VISION

3. 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.

4. ISSUES WE FACE

5. 1
INCONSISTENT IDENTITY

6. 2
INACCURATE PUBLIC
PERCEPTION OF
LONGFORM
IMPROVISATION

7. 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

8. 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

9. 3
A PLATEAU OF
PARTICIPATION

10. WHO IS OUR “AUDIENCE”? WHAT
DO WE KNOW ABOUT THEM?
WHO ARE WE TALKING TO? WHO ARE WE MISSING?
THEATRE-GOERS, STUDENTS, DONORS...

11. GOALS

12. 1
INCONSISTENT IDENTITY

13. 1
POSITION TORCH AS A RELIABLE SOURCE OF
CREATIVITY AND
COLLABORATION IN
PHOENIX

14. 2
INACCURATE PUBLIC
PERCEPTION OF
LONGFORM
IMPROVISATION

15. 2
INCREASE IMPROV LOVE
PHOENIX, ARIZONA AND THE WORLD
IN

16. 3
A PLATEAU OF
PARTICIPATION

17. 3
BUILD SUPPORT AND
PARTICIPATION
FOR THE TORCH THEATRE AND
ALL PHOENIX ARTS AND CULTURE

18. STRATEGIES

19. 1 UNIFY OUR BRAND
THROUGH VISUALS, VOICE AND ACTIONS
IDENTIFY WITH OUR COMMUNITY

20. 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

21. 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

22. ACTIONS
“How we do what we do
is who we are”
have fun, be fun
be professional, creative artists
be collaborative community members

23. 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

24. 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

25. 4721 BLOG
our own voice
a place to discuss and define our brand
unify

26. 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

27. 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

28. 2
DEMONSTRATE ARTISTRY, HUMOR
& EXPERTISE
EDUCATE AT EVERY OPPORTUNITY
PROMOTE THE IDEALS OF IMPROVISATION

29. LISTEN
SUPPORT
RISK
ACCEPT

30. 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

31. 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

32. 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

33. 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

34. FOURSQUARE
ambassadors of Phoenix
The Torch Theatre Page, a virtual tour
with tips from us.
demonstrate

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

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

37. 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

38. OUR SUCCESS
depends on maintaining
and building our network
We need everyone’s
voice, on stage and off

39. 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

40. 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

41. 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

42. 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

43. RAZOO
primary fundraising
touchpoint
engage online via twitter, facebook and
web - built in tools
individuals and troupes can build their
own fundraisers
engage

44. 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

45. 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

46. 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

47. 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

48. OBJECTIVES

49. 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%

50. 2
IMPROV LOVE Time Travelling Pie Chart
How has the media covered improvisation
locally in the last year? (content)
How is longform improvisation perceived 7%
by audiences and students of the Torch? 8%
(perception)
35%
How many new partnerships have been 10%
developed over the last year? (numbers)
How have existing partnerships grown or
developed? (content) 11%
How engaged with the national
improvisation/artistic conversation has
The Torch Theatre been? (content)
29%

51. 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)

52. gather data
implement tactics
measure effects

53. HAVE A GOOD LUCK!

54. 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

55. 4721 - “The first year” communication plan
123
ISSUE ISSUE ISSUE
INCONSISTENT IDENTITY INACCURATE PUBLIC PERCEPTION OF PLATEAU OF PARTICIPATION
LONGFORM IMPROV
GOAL GOAL GOAL
STRATEGY STRATEGY STRATEGY
UNIFY OUR BRAND
DEMONSTRATE ARTISTRY, HUMOR IDENTIFY AND ACTIVATE OUR
THROUGH VISUALS, VOICE & EXPERTISE EXISTING POPULATION
AND ACTIONS
EDUCATE AT EVERY OPPORTUNITY IDENTIFY AND ENGAGE A NEW
IDENTIFY WITH OUR COMMUNITY POPULATION
PROMOTE THE IDEALS OF IMPROVISATION
MAKE THINGS EASY TO FIND,
JOIN AND DO
COLLABORATE WITH LOCAL COMMUNITIES
TACTICS 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

56. 4721 - “The first year” communication plan
123
ISSUE ISSUE ISSUE
INCONSISTENT IDENTITY INACCURATE PUBLIC PERCEPTION OF PLATEAU OF PARTICIPATION
LONGFORM IMPROV
GOAL GOAL GOAL
POSITION TORCH AS A RELIABLE SOURCE
OF CREATIVITY AND COLLABORATION
IN PHOENIX
STRATEGY STRATEGY STRATEGY
UNIFY OUR BRAND
DEMONSTRATE ARTISTRY, HUMOR IDENTIFY AND ACTIVATE OUR
THROUGH VISUALS, VOICE & EXPERTISE EXISTING POPULATION
AND ACTIONS
EDUCATE AT EVERY OPPORTUNITY IDENTIFY AND ENGAGE A NEW
IDENTIFY WITH OUR COMMUNITY POPULATION
PROMOTE THE IDEALS OF IMPROVISATION
MAKE THINGS EASY TO FIND,
JOIN AND DO
COLLABORATE WITH LOCAL COMMUNITIES
TACTICS 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

57. 4721 - “The first year” communication plan
123
ISSUE ISSUE ISSUE
INCONSISTENT IDENTITY INACCURATE PUBLIC PERCEPTION OF PLATEAU OF PARTICIPATION
LONGFORM IMPROV
GOAL GOAL GOAL
POSITION TORCH AS A RELIABLE SOURCE INCREASE IMPROV LOVE IN PHOENIX,
OF CREATIVITY AND COLLABORATION ARIZONA AND THE WORLD
IN PHOENIX
STRATEGY STRATEGY STRATEGY
UNIFY OUR BRAND
DEMONSTRATE ARTISTRY, HUMOR IDENTIFY AND ACTIVATE OUR
THROUGH VISUALS, VOICE & EXPERTISE EXISTING POPULATION
AND ACTIONS
EDUCATE AT EVERY OPPORTUNITY IDENTIFY AND ENGAGE A NEW
IDENTIFY WITH OUR COMMUNITY POPULATION
PROMOTE THE IDEALS OF IMPROVISATION
MAKE THINGS EASY TO FIND,
JOIN AND DO
COLLABORATE WITH LOCAL COMMUNITIES
TACTICS 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

58. 4721 - “The first year” communication plan
123
ISSUE ISSUE ISSUE
INCONSISTENT IDENTITY INACCURATE PUBLIC PERCEPTION OF PLATEAU OF PARTICIPATION
LONGFORM IMPROV
GOAL GOAL GOAL
POSITION TORCH AS A RELIABLE SOURCE INCREASE IMPROV LOVE IN PHOENIX, BUILD SUPPORT AND PARTICIPATION
OF CREATIVITY AND COLLABORATION ARIZONA AND THE WORLD FOR THE TORCH THEATRE AND ALL
IN PHOENIX PHOENIX ARTS AND CULTURE
STRATEGY STRATEGY STRATEGY
UNIFY OUR BRAND
DEMONSTRATE ARTISTRY, HUMOR IDENTIFY AND ACTIVATE OUR
THROUGH VISUALS, VOICE & EXPERTISE EXISTING POPULATION
AND ACTIONS
EDUCATE AT EVERY OPPORTUNITY IDENTIFY AND ENGAGE A NEW
IDENTIFY WITH OUR COMMUNITY POPULATION
PROMOTE THE IDEALS OF IMPROVISATION
MAKE THINGS EASY TO FIND,
JOIN AND DO
COLLABORATE WITH LOCAL COMMUNITIES
TACTICS 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