NEO|GREGALLEN.COM

What we’ll accomplish

By expanding beyond the Neo-futurists, while still using their popularity to an advantage you’ll… promote past and current works obtain more work as a writer and a

director get more residencies and eventually further expand your

reach beyond Chicago to a national audience

The neo-past

The confines of neo-futurism

The confines of neo-futurism (cont.)

Message shift

From: A member of an ensemble

To: The father of neo-futurism

From: A director on the rise

To: An innovative A-lister

Digital integration will get us there

Website

Social Media

Worksho

ps

The Marketing Plan

Creation Timeline

PlanningBuild

Website

Create Buzz and Beta Test

Go Social

LaunchWebsit

e

4 Months 3 Months 2 Months 1 Month

• Planning• Identify and reach out to bloggers• Reach out to key influencers in the theater

community and give them access to the site to promote conversation

• Build Website• Design and create Greg Allen’s personal website

Planning

• Blogs/Communities• Incent influential theater bloggers to review Greg’s

new play or new event and offer feedback to the community

• Content from blogs will be cross promoted. Blogs will be shared on Greg’s Facebook, Twitter page, & YouTube channels

• Beta test site• Create Greg Allen blog and Twitter feed

Create Buzz

and Beta Test

Go Social

• Continue to work with influencers to promote launch

• Greg will begin using Twitter and Facebook to get excitement going about the launch

• Register a unique Twitter hashtag (http://twubs.com/)

• Promote exceptional event and launch event on social media

• Social Media• E-mail blast to influencers announcing official

launch of the site • Neo-Futurists site should change current link to bio

of Greg to the new website• Participate in buzz created by the launch event,

exceptional event and website launch

Launch Website

Website Launch Event

“A Play in 40 Tweets” Concept involves a complete play being written live on social

media Greg will come up with initial topic, and based on tweets from

participants he will develop the play, concluding in 40 tweets over a certain time period (whatever is necessary)

Event will occur on the day of the official launch of the website Goals

Bring in as many users as possible on the day of the launch Have an event that will get people talking

Promotion Heavy promotion on social media Mention of live Twitter feed on the website to drive traffic back

to neogregallen.com

Playwriting Webinars: Exceptional Event Series of online playwriting classes to begin

shortly after website’s launch Can be based on Greg’s current class, Neo-Futurism

1: Master Class With Founder Greg Allen 5 sessions or a number determined by Greg as

needed Cost of $20 each (other such programs not online

can cost $60 per session) Goal of the class is for each student to produce a 10-

15 minute script Live tweeting functionality will allow students to ask

questions during the webinar Limited to 30 students or as determined by Greg

Playwriting Webinars: Exceptional Event (cont.)

Final Performance Greg will select the top 5 scripts and those students will be given

the opportunity to perform at the Neo-Futurists theater Students will be responsible for casting their plays and any

necessary staging Could potentially record performance and broadcast on website Other arrangements could be made if the student is not local

Promotion Social media Flyer in playbills Neo-Futurists bulletin board

Goal of the exceptional event is to produce more interest in the site and also to have an event that is worth talking about in the media Takes current class model and moves it online, where more people

beyond Chicago can participate Potential to continue with webinars on different or the same topic if

the first is a success

The Website

Home page

Sign-in | Sign-up

Work page

Resume

Sign-in | Sign-up

Workshop page

Sign-in | Sign-up

Sign-Up page Collect the following information from users that register on the

site: First & Last Name Email Address Zip Code Other background information, such as why they are interested in the

site, or maybe a funny quiz This information will downloaded to a database that can be used

to send out email communication to users Sign-up page will explain what users can expect to receive from

Greg, for example: Emails regarding new blogs posts, upcoming classes, and events at the

Neo-Futurists theater All emails should allow users to unsubscribe from the list easily at

anytime Goal of user registration:

Users will be more engaged with the site and will be more likely to come back and see what’s new based on the emails they receive

Will also provide insight into what type of people are using the site

Blog

Topic Ideas for Blog Upcoming classes or webinars Tips on writing or directing General musings on life

Blog can be in written or video format Tips to build traffic

Link to other sites and blogs as much as possible▪ Other sites will take notice and may link back to you

Keep the blog current and post as much as possible (several times a week at a minimum) to avoid losing readers

Tweet or post on Facebook about new blog posts Free Blog Publishing Services:

Wordpress.com: Highly Recommended Blog.com Blogger.com

Web Analytics and SEO

Website Analytics

As the website is constructed, Google Analytics should be put into place. This is very easy for the programmer to include while coding the site.

Allows for an easier understanding of who and how the website is used.

The analytics reports tell us: What parts of the website are viewed most How the website is navigated by users What searches led to landings onto the website

NeoGregAllen.com’s Digital Marketing Measurement

Create Awarene

ssWebsite

Goal: Reinforce existing

WOM

KPI: Branded

traffic

Target: 1,000

visits/Mo

Generate Leads

Website Goal: Capture leads

KPIs: # of workshop/webinar form downloads

Targets: 25/Mo

Highlight Events

Website Goal:

Engage Community

KPI: Visitor loyalty

Target: 25% repeat visits

Key Performance Indicators (KPI’s)

Key numbers to watch: The number of subscribers Time spent on the blog Bounce rate off other pages (especially

landing) Incoming users (new or returning)

These numbers will help drive understanding of success of the website and can be tracked over time with Google Analytics.

Website SEO

As content is uploaded or changed certain words are searched for more often. By including these words it will increase the chance that user will see and select Greg’s site.

While content should not be constructed around certain words, use of these words helps lost souls find the site.

A list of these words can be found through Google: https://adwords.google.com

The neo-future

Gaining Future Residencies

Make sure all previous residency contacts have the link to the new website along with a short description of its purpose and the events

Include link to site when reaching out to new hiring managers

Where appropriate have quotes from former sponsors about event success (possibly on blog)

Report back to team on what is working with managers and what is not one month after launch

Make sure at all speaking opportunities, you make reference to the website as a source to learn more

Thank you

Appendix

Traditional PR

General Strategy Press releases should contain an invitation to interview Greg and

should highlight his all around awesomeness; it’s as much an introduction to him as it is to his work.

During his interviews, Greg should highlight some of the cool stuff he’s doing on the website.

TV Chicago Tonight 190 North (Charlie Connection) Windy City Live

Radio Eight Forty-Eight and Afternoon Shift on WBEZ▪ Potential idea: contribute a story concerning theater education in Chicago

Magazines Time Out/Chicago Magazine Profile in the Reader featuring Greg’s contribution to the Chicago

theater scene.