Beyond Performance Laura Tyler - April 8 2010

1. Beyond Performance Laura Tyler - April 8 2010

2. Company • Co-founded and run by Thomas Gallezot and Lauren Spring in 2008 BRANCHES • Extant Jesters • Young Jesters • Impro a la Carte/Ultimate Improv

3. 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

4. Target Audience • Potential Clients/audience members • Members of the theatre community

5. Resources • Limited Budget • Limited Staffing • ME!

6. 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

7. SWOTWeaknesses • improvhas 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

8. 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

9. SWOTThreats • poor economy, companies first cut "frivolous" things • Many competitors higher ranked in Google searches

10. 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

11. VIDEOS • You Tube • Under thelaurenspring channel • Videos well tagged

12. 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

13. Twitter • Lacks updates • Limited connection to other platforms • Limited followers

14. Linked In • Each have their own profile • Lauren • 24 connections • Thomas • 93 connections • 5 recommendations

15. 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

16. Wikipedia • Listed under “List of improvisational theatre companies” • No page of own

17. Branding • Inconsistent across • Generate more testimonials. • Increase partnerships

18. SMS– Communication • Establish strong branding – consistency • Launch new website • Clean up existing Social Media • Delete broken links • Add logo • Connect all Social Media

19. SMS - Communication • New business cards • Connect all Extant Jester Social Media • Link with partners and other external sources and people

20. 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 Improvgroups in Toronto to post videos

21. 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

22. 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

23. Social Media Measurement • To be provided by Google Analytics • Increased bookings • Larger audiences

24. Google Search – Extant Jesters • Extantjesters.com – main website • Hot Frog – Canadian business directory • Twitter • Facebook • Toronto Parents Guide – birthday parties • Video

25. Search Engine Optimization • Google Webmaster Tools • Key word • Cross linking between all websites • Join additional directories • Help we’ve got kids.com • Toronto.net

26. 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

27. 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

28. Future possibilities • Design specific improv programs with the intention of coordinating an online component • Battle of the Improv Teams • Track progress online • Team profiles

29. 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

30. Questions for Class • PLEASE GIVE ME YOUR SUGGESTIONS!