Beyond Performance

Laura Tyler - April 8 2010

Company

Co-founded and run by Thomas Gallezot and Lauren Spring in 2008

BRANCHES Extant Jesters Young Jesters Impro a la Carte/Ultimate Improv

Goals

To increase bookings in all markets Generate larger audiences at improv events Increase awareness of company

Accomplished by › increasing internet traffic to main website › Increasing contacts in other Social Media

platforms

Target Audience

Potential Clients/audience members

Members of the theatre community

Resources

Limited Budget

Limited Staffing

ME!

SWOTStrengths

real trend now in business to focus on mental health of employees

- much research of efficacy of laughter/ improv in improving skills= improving bottom line in the long run

creative really interactive Birthday parties- we are the ONLY one doing it corporate- not much competition Bilingual Small, easy to manage troop members Positive word or mouth

SWOTWeaknesses

improv has bad reputation in general/ as being unprofessional.

people can fear improve as unpredictable don’t have enough money to spend up front

in advertizing is spread most through word of mouth fact that contracts are few and far between Our website and on line referencing need

improvement – lack of cohesive branding Limited business and social media knowledge

SWOTOpportunities

Partnering with consulting firm has been really useful as they are taken seriously potential clients trust it more

Corporate entertainment a growth industry

Many contacts in industry after working/living in Toronto for many years

SWOTThreats

poor economy, companies first cut "frivolous" things

Many competitors higher ranked in Google searches

Website

Extant Jesters - About to launch new one› Adding bios of additional company members –

increase click through Ultimate Improv – well maintained Young Jesters - looks old Lacks “follow us on twitter/facebook links” Must be aware of what is the entry page Add a guest book to help extend contact

link

VIDEOS

You Tube› Under thelaurenspring channel› Videos well tagged

Facebook

Extant Jesters - Group Corporate Jesters - Business Impro A La Carte - Friend Impro A La Carte – Fan page

› Broken links› Lacks clarity› Non-business email contact› Regularly updated with › interesting links

Twitter

Lacks updates Limited connection to other platforms Limited followers

Linked In

Each have their own profile

Lauren› 24 connections

Thomas› 93 connections› 5 recommendations

Blog

New Currently updated regularly

IN THE FUTURE Blog entries should be kept short Use other Social Media to announce

new entries See additional contributors

Wikipedia

Listed under “List of improvisational theatre companies”

No page of own

Branding

Inconsistent across

Generate more testimonials.

Increase partnerships

SMS– Communication

Establish strong branding – consistency Launch new website Clean up existing Social Media

› Delete broken links› Add logo

Connect all Social Media

SMS - Communication

New business cards

Connect all Extant Jester Social Media Link with partners and other external

sources and people

SMS - Collaboration

Create a wiki to facilitate communication between troop members

Encourage testimonials from clients› $20 rebate on next booking

Create a new You Tube channel try to make a hub for all Improv groups in Toronto to post videos

SMS - Education

Make sure all Social Media tools are clear and concise in their ability to educate viewers as to the capabilities of the organization

Short ‘educational’ videos on each branch

SMS - Entertainment

New Videos› Regular releases

Expand humorous content to other platforms

Fun blog posting Take pictures at events and encourage

audience to tag themselves on Facebook

Social Media Measurement

To be provided by Google Analytics

Increased bookings

Larger audiences

Google Search – Extant Jesters

Extantjesters.com – main website Hot Frog – Canadian business directory Twitter Facebook Toronto Parents Guide – birthday

parties Video

Search Engine Optimization

Google Webmaster Tools Key word Cross linking between all websites

Join additional directories› Help we’ve got kids.com› Toronto.net

Timeline

Phase one –April 2010› Clean up Facebook pages› Extend presence on Twitter› Create Wikipedia page› Offer links between platforms› Begin search for additional partners

Phase two – May 2010› Launch new website

Install Google analytics Search Engine Optimization

Timeline cont.

Phase 5 – June 2010› Planning of new videos› Follow up on newly made contacts› Creation of wiki for improv troop

Phase 4 – July 2010 and beyond› Monitor analytics and tweak as required› Continue to solicit feedback from clients› Development and release of new videos

Future possibilities

Design specific improv programs with the intention of coordinating an online component› Battle of the Improv Teams

Track progress online Team profiles

Summary

Clean up existing Social Media practices Extend branding initiatives Send time extending online network Ensure links between different sites Create additional videos Print new business cards, take pictures

at shows Employ Google analytics and SEO tactics Create troop wiki

Questions for Class

PLEASE GIVE ME YOUR SUGGESTIONS!