RUNNING HEAD: Social Media Brief

Social Media Brief

Tanya Pattullo
Student ID: 1792843
MacEwan University
April 15, 2015
AGAD 122 - Assignment #4
Instructor: Marianne Bouthillier

Social Media Brief

ORGANIZATION INFORMATION
Organization: Jeanne & Peter Lougheed Performing Arts Centre
Address: 4501 50th Street, Camrose, AB T4V 4V7 Phone: 780-608-2922
Email: boxoffice@camroselive.ca

Website: www.camroselive.ca

ICONS FOR ORGANIZATION

Bio of organization: The Lougheed Centre offers the
citizens of Camrose opportunities to attend & present quality
presentations in a state of the art facility!

DEMOGRAPHIC PROFILE

Camrose and area residents who are committed to the support of arts & culture
University of Alberta, Augustana Campus students aged 17 and 25
Middle aged (particularly women) using social media to connect in the community
45% of patrons chose social media as their information source (Survey Monkey, 2015)
Social media is a valuable medium from a targeting perspective because all age groups are
engaged in some form of social media (Tuckwell, 2015 p.367)

SWOT ANALYSIS
1. STRENGTHS:
The community support was the motivating factor behind building the centre
Supporters are passionate about the theatre and are following the activities and progress
Followers are liking and sharing posts to remain supportive of the centre
2. WEAKNESSES:
Staff is limited and the centre is dependent on the help and support of volunteers
Hard to dedicate the necessary hours to a successful social media campaign
Difficult to develop consistent voice if multiple people are posting to the social media
sites
3. OPPORTUNITIES:
The Lougheed Centre is new which gives the centre the opportunity to brand
themselves correctly

Social Media Brief

Being patient and taking the time to plan and strategize content properly will be

essential to the success of the social media campaign

The opportunity to use social media to reach potential audiences for free is a huge

opportunity for the centre

Social media is a great tool to help coordinator volunteers who are essential to the

operation of the theatre

4. THREATS:
Skeptics and criticizers are ready to create negative information about the centre
including posting negative comments on social media

SOCIAL MEDIA TOOLS

1. FACEBOOK - Why: this is the most common form of social media and is relevant across a
wide variety of demographics. An older generation of computer users are now on Facebook.
It is an excellent opportunity for the Lougheed Centre to reach these patrons and promote
upcoming events. Facebook is also a great tool to communicate to volunteers of the centre.
How: Posting upcoming events and information about the artists who are performing at the
theatre. Starting conversations about events. Posting upcoming volunteer opportunities on
Facebook helps the Volunteer Coordinator communicate the needs of the theatre.
Qualitative measurement: Tracking conversations will help develop content.
a. Quantitative measurement: Facebook analytics to track how many likes and
shares.
2. TWITTER - Why: this social media tool is great for the Lougheed Centre to send quick,
specific messages about upcoming shows and events. Twitter can offer a wide searchable
component with the hashtag option.
How: the Lougheed Centre can develop their own hashtags eg: #LougheedCentre or
#Camroselive and incorporate them into everyday tweets.
a. Qualitative measurement: Increase awareness of the centre and upcoming events.
b. Quantitative measurement: Following use of hashtags.
3. INSTAGRAM - Why: The younger generation is using Instagram, offering the ability to
load photos from mobile devices instantly. The Lougheed Centre can use this to their
advantage when performers are setting up on stage and just before events are to take place.
How: Snapping interesting and fun pictures around the centre of artists and audiences.
a. Qualitative measurement: Word of mouth to share things with friends.
b. Quantitative measurement: Number of followers.
4. YOUTUBE CHANNEL - Why: To share video and music clips for upcoming events.

Social Media Brief

How: Posting videos sent in by artists to promote their shows, and shooting videos around
the facility will be an engaging way to reach our patrons.
a. Qualitative measurement: Enjoyment from watching videos.
b. Quantitative measurement: Track subscribers.
5. VINE - Why: Videos are best shared on Vine. Go to social media site for video sharing.
How: The Lougheed Centre can use Vine to post videos of performers during a dress
rehearsal or sound check to encourage people to see the show.
a. Qualitative measurement: Sharing videos with friends.
b. Quantitative measurement: Encourage the staff at the Lougheed Centre on what
types of videos appeal to audiences.

RELATED ORGANIZATIONS
1. CITY OF CAMROSE
Major supporter of the Jeanne & Peter Lougheed Performing Arts Centre
It is important for the Lougheed Centre to know what is going on around the city
everything from sporting events to city council meetings can have an impact on ticket
sales.
2. UNIVERSITY OF ALBERTA, AUGUSTANA CAMPUS
Coordinating events because of parking and other related issues
3. CAMROSE ARTS SOCIETY
Support the other arts and cultural organizations in the city
The Camrose Arts Society features a calendar of events that showcases all the events
4.

5.
6.
7.

in Camrose
THE BAILEY THEATRE
Show support for smaller venue
Monitor events at the Bailey to avoid scheduling conflicts
THE BATTLE RIVER SCHOOL BOARD
Relationship with the school board for collaboration
COMMUNITY ARTS ORGANIZATIONS
Supporting the organizations that use our facility
THEATRE ALBERTA
Huge supporter of arts and culture in Alberta keeps positive relationship
Follow updates to upcoming show opportunities that could potentially be presented in

Camrose
8. ALBERTA FOUNDATION FOR THE ARTS
Watch for funding opportunities that the Lougheed Centre can take advantage of
9. SPIRIT OF ALBERTA ALBERTA CULTURE
Sharing information with other cultural events
Posting information about upcoming events

Social Media Brief

10. LOCAL BUSINESSES AND THEATRE SUPPORTERS

Share and support local business and patrons of the theatre

CONTENT PROVIDERS
1. PATRON SERVICES MANAGER: Responsible for marketing this person will use social
media to continually inform patron of upcoming shows and events. Can share video clips
and media articles.
2. FRONT OF HOUSE MANAGER / VOLUNTEER COORDINATOR: A powerful tool
for this staff person. Getting information out quickly is necessary to ensure proper casual
staff and volunteers are scheduled. A fun place for volunteers to engage in conversation.
3. BOX OFFICE STAFF: Can provide up to date information regarding ticket availability.

References
Survey Monkey (2015). Jeanne and Peter Lougheed Performing Arts Centre. Retrieved from:
https://www.surveymonkey.com/s/LougheedCentre
Tuckwell, K.J. (2015). Canadian advertising in action. (10th ed.). Toronto, ON: Pearson Prentice
Hall.