Social Media: Gainesville Community Playhouse

Client: Gainesville Community Playhouse

Task: Social Media Management and video creation (occasional graphics creation)

Duration: June 2009 – April 2012; Occasional projects through August 2012

Sites:

Facebook – Gainesville Community Playhouse
YouTube – TheGCPlayhouse

Synopsis:

Show-centric updating of social media outlets such as Facebook, including interaction with followers. Maintaining Web presence of the organization. Video creation and editing for show promotion. Working with general marketing team to assist marketing efforts.

Portfolio:

GCP Archived Posts

Background:

Gainesville Community Playhouse is the oldest community theatre in North Central Florida, producing quality entertainment since 1927. In an effort to gain an expanded viewer base, reaching into the young audiences involved in social media, I worked along with the other members of the Marketing Committee to plan and execute an effective marketing plan in regards to social media for the organization.

Strategy:

After assisting the initial volunteer in setting up the Facebook page, I took over social media management (along with one other active member) in August of 2009. Concurrent with a website update, our main focus was promotion and outreach. A Twitter account was discussed, but not developed due to limited potential audience. It was determined that our efforts would be better focused on Facebook and YouTube. We worked on a volunteer basis, with no money budgeted for this promotion.
Facebook – We utilized custom landing pages to promote current and upcoming events and season announcements. Switching to the Timeline format, we currently use this space to feature the current or upcoming show, as well as important events in the Playhouse’s history. Plans are in place to upload pictures from past shows to further utilize the Timeline format. Updates are placed one to two every day during show runs (and the week before) and one every other day during down time. Updates were a mix of behind the scenes clips, event creation, blog posts (generally written cast profiles), links to articles about the theatre or local community, video profiles of shows/cast members, and other relevant links.
YouTube – Two to four videos were created per show including shot commercials, overall cast profiles, and individual cast and director profiles. Keywords were chosen for tags according to locality and show content. We also cultivated links to other videos about the theatre and the community.

Results:

Gainesville Community Playhouse was a local leader in video production and promotion of projects and since starting our series, other local arts venues including The Hippodrome Theatre, Acrosstown Repertory Theatre, and University of Florida Performing Arts began doing similar videos.
In the three years since its inception, under my direction, the Like base of the page has grown from under 100 to over 1,000, more than doubling the subscriber base for the theatre. The page continues to steadily grow.
The majority of users are females in the 18-24 year old age bracket, which is a demographic that the theatre greatly encourages. Since its promotion, both the volunteer base and the audience base have grown greatly in the younger demographics, a particularly coveted achievement in the (typically older) arts community.
Facebook Insights indicate that we have a strong viral reach, hovering around 4,000 for the first quarter of 2012. During this same period, we averaged 200 users talking about the page during any given day.
Members of the community also used the page as a resource to connect with past and present volunteers and seek advice about getting involved in the theatre from other members.

Trackbacks