Theatre B

Theatre B engages regional audience through innovative theatrical productions that are culturally and artistically invigorating.

Erin Einarson, Sam Everson, Luke Fitterer, Mary Henning, Hannah Wehlage

Contents
Executive Summary....................................................................................................................................... 4 Mission Statement and Shared Values ......................................................................................................... 5 Mission: ..................................................................................................................................................... 5 Vision......................................................................................................................................................... 5 Company Overview ....................................................................................................................................... 5 Company Description ................................................................................................................................ 5 Current Target Audience Description ....................................................................................................... 5 Marketing Problem ....................................................................................................................................... 5 SWOT Analysis........................................................................................................................................... 6 BCG matrix ............................................................................................................................................... 6 Our Marketing Plan ....................................................................................................................................... 7 SMART objectives ..................................................................................................................................... 7 Internship Job Descriptions....................................................................................................................... 7 Environmental scan................................................................................................................................... 9 Target Market ............................................................................................................................................. 10 Purchase Process and Purchase Criteria ................................................................................................. 10 The Post-Purchase process ..................................................................................................................... 11 Situational Influences.............................................................................................................................. 11 Psychological Influences ......................................................................................................................... 11 Sociocultural Influences .......................................................................................................................... 11 Value Proposition ........................................................................................................................................ 12 Benefit:.................................................................................................................................................... 12 Feature: ................................................................................................................................................... 12 Brand Identity ............................................................................................................................................. 12 Desired Response and Brand Descriptors ............................................................................................... 12 Logo ......................................................................................................................................................... 12 Tagline ..................................................................................................................................................... 13 Provide Imagery that resonates Personality & Benefit: DMEAPS .......................................................... 13 Message Everywhere .............................................................................................................................. 13 Integrated Marketing Campaign ................................................................................................................. 14 A Day in the Life of our Target Market, Interns ...................................................................................... 14 2

Traditional Marketing Vehicles ............................................................................................................... 14 Non-Traditional Media Vehicles ............................................................................................................. 15 The 9 P Model ......................................................................................................................................... 15 Social Media Plan for Our Non-Profit ......................................................................................................... 18 Fundraising .................................................................................................................................................. 19 Our Story ................................................................................................................................................. 19 Fundraising Goal ..................................................................................................................................... 19 Past Fundraising Strategies ..................................................................................................................... 20 Improved strategy ................................................................................................................................... 20 Upgrade strategy .................................................................................................................................... 20 New strategies ........................................................................................................................................ 20 Grants.......................................................................................................................................................... 21 Institutional Support Grant through the North Dakota Council on the Arts .......................................... 21 Crisis Management ..................................................................................................................................... 22 Potential crises ........................................................................................................................................ 22 Strategic Summary ...................................................................................................................................... 24 Measurement Dashboard ........................................................................................................................... 25 Decision ....................................................................................................................................................... 25 The Ask ........................................................................................................................................................ 25

Executive Summary
Theatre B represents an artistic and thought-provoking asset to the Fargo-Moorhead area. However, Theatre B is currently struggling too much under the heavy weight of running a business and the everyday tasks that come with it to properly grow their organization for the future. Our goal is to empower Theatre B to not only manage their day to day business activities, but expand their current operations and create a platform of success and growth with an eye toward the future. Our groups solution to Theatre Bs problem is to hire a team of interns that will assist the theatre in their business operations while minimizing payroll costs and organizational hierarchy. Our challenge is to market Theatre B in a way that will attract interns as well as raise money from donors to support those internships. To meet this challenge will require detailed and selective internship offerings, the establishment of strong donor relationships and a clear focus on the aspects of operations that Theatre B needs most. Our process will revolve around the creation of five internship positions that will facilitate Theatre Bs growth and improve their ability to handle the essentials of business. These internship positions will be in fields ranging from marketing to graphic design. Each position will be targeted toward a specific area that Theatre B requires assistance in. We have strove to create a clear outline of what the internships each will be in order to elucidate exactly how they will be impacting Theatre B. We believe that a team of interns will not only assist Theatre B in reaching their goals, but continue to foster the theatres community engagement objective by becoming more active in the local universities. Ultimately, the goal of our work with Theatre B will be to improve their organization from both an operations and growth standpoint. Our process of creating and marketing internship positions while finding donors to alleviate their costs is what will enable Theatre B to reach their vision of becoming an Established professional theatre. Theatre B already possesses the creative leadership and artistic talent to put a quality act on the stage each night; we will be the force that enables them to have the business support to blossom into a robust and growing theatre company.

Mission Statement and Shared Values

Mission:
Theatre B engages a regional audience through innovative theatrical productions that are culturally and artistically invigorating.

Vision
Theatre B will become an established professional theatre built around a resident ensemble and enmeshed in the fabric of the community.

Company Overview
Company Description
Theatre B is a nonprofit theatre dedicated to theatrical productions that are modern, stimulating and socially relevant to their audience.

Current Target Audience Description

The target audience for Theatre B represents a wide range of people from audience members to donors. The audience is typically made up of forward thinking and responsibly engaged individuals in society who appreciate the arts and can resonate with Theatre Bs mission. Donors are individuals and companies that support the mission of providing thought provoking theatre.

Marketing Problem
Theatre B struggles with time management within the operations of the organization. The executive director, Carrie Wintersteen, is forced to be involved in nearly every aspect of the theatre. Carrie stressed the point that she does not have the time to work on additional projects to further develop the company. She is constantly working on everyday tasks that do not fit her skill set (i.e. accounting) to keep Theatre B running smoothly. If she had the resources and a solid plan for hiring a group of interns, Carrie would be able to focus her energy more directly on other tasks within the organization that will aid in its overall growth, such as donors and sponsorships.

SWOT Analysis
Strengths Theatre B showcases artistic excellence. Theatre Bs values as a company and working relationships indicates a respectful closely knit team. Theatre B provides a fun, creative and encouraging work environment. Theatre B is profitable. Weaknesses Theatre B has limited space and resources. Carrie does not have time to train in new employees. Key people within the company have been or are planning to leave for various reasons such as moving away, thus worsening the strain on remaining employees. Theatre B currently doesnt have enough financial resources for the business to grow. Opportunities Gaining volunteers and interns will give Carrie the opportunity to focus on gaining new donors, such as corporate donors, and building relationships with current donors. More donor support and better donor relationships will allow for financing company growth and expansion. Threats Theatre B relies heavily on very few people, namely Carrie. Without these people the organization would fail. Unexpected rise in costs, such as rent, will negatively affect the way they budget their limited financial resources.

BCG matrix
Cash cow = The uniqueness and relevance of the productions that Theatre B offers brings in a loyal crowd. This ensures reliable revenue from ticket sales. Rising Star = Current subscribing donors are the rising star because they offer consistent donations on a regular basis. Question marks = Corporate donors are the question marks because they havent been the current focus of fundraising but could provide substantial financial support in large donations.

Dogs = The fundraising team at Theatre B needs constant direction. Carrie is spreading herself too thin managing every aspect of the organization. Operational tasks are not being delegated to the right people or are not being delegated at all because they do not have very many employees.

Our Marketing Plan

SMART objectives
Our marketing plan will focus on the specific problem of time management and delegation of tasks within the operations of Theatre B. We will do this by advertising internships in marketing, fundraising, nonprofit management, audience development, and graphic design. Advertisement of these internships will be sent to Concordia, MSUM, NDSU and other technical colleges in the Fargo Moorhead area. Job fairs and online career databases would also be a successful arena for these postings. This plan will be measured by size of candidate pool and filling intern positions. The time frame goal is to have a full staff of interns by the start of the next season.

Internship Job Descriptions

Positions will include working within a team of interns on various projects. This internship pays a stipend of $1000 over the course of the academic year. Interns might also want to seek course credit at their respective college for their work done at Theatre B. Fundraising Internship Theatre B is looking for an intern in Fundraising. During your internship, you will help Theatre B build their donor database, identify grant opportunities, help in writing grant proposals, and help out with any other activities as it is needed. Duties include and are not limited to the following: Research new grants to apply for funding Help with editing and writing of proposals Help in organizing events Assist in pre-event preparation Send out mailings and invitations Help maintain database records
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Nonprofit Management Internship Nonprofit intern will work closely with the Executive Director to: Data management and tracking of fundraising activities and donations, and budgeting responsibilities Conduct research and assessment of organizational resources such as creating job descriptions for each position, create a crisis management plan Manage ticket sales (input, tracking, reports,) Act as executive assistant to the director (calendaring, administrative duties) Assist other interns in planning and organizing fundraising campaigns and other organizational events

Graphic Design Internship The Graphic Design intern responsibilities may include but are not limited to: Make enhancements to Theatre Bs website Create print and/or web graphics (posters, flyers, brochures, etc.) Assist with social media Design promotional materials for events Miscellaneous tasks as they arise Coordinate and organize images, logos and photographs

Audience Development Internship Work closely with our Marketing intern on managing social media and writing press releases Editing and managing the Theatre B blog Creating various written materials including, newsletter, email blasts, programs, brochures, etc. Collecting and analyzing Audience data Constantly brainstorm for new ideas of how to develop and grow Theatre Bs audience regarding size, diversity, etc.

Marketing Internship Theatre B Marketing Internship Job Functions and Responsibilities: Social Media focus includes: Assist with social media engagement by helping manage Theatre Bs social channels. Monitoring social media web analytics on a weekly basis (e.g. page views, twitter followers), and provide reports of growth and other activity. Marketing/advertising focus includes: Engaging with marketing teams on a regular basis to brainstorm ideas for new and innovative marketing and social media campaigns. Assist with gathering data for marketing reports and supporting a variety of marketing and advertising programs. General responsibilities include, but are not limited to: Researching industry-specific sites (blogs, forums, etc) for product reviews, customer comments, and other relevant marketing information. Maintaining marketing program files.

Environmental scan
a. Economy: These positions are paid on a stipend. It could be a competitive advantage to students seeking paid work and internship opportunities because of the $1000 stipend. b. Competition: Not only is Theatre B competing against other local theatres such as Fargo Moorhead Community Theatre for student interns, but they are also competing with other local businesses such as Sanford, Microsoft, local banks, etc. in a variety of fields. c. Perception: Theatre B is a small, local company. It is not known on a national scale. However, it has a great reputation for excellent relevant productions as well as an established presence in the community that has been obtained in their 13 years as an organization. d. Technology & Availability: Successfully marketing available internships on Theatre Bs website, Facebook and Twitter accounts, as well as other social media websites (LinkedIn, etc.) and obtaining access to local colleges career and internship sites would allow for broader visibility to a large audience.

e. Opinion Leaders/Key Influencers: Opinion Leaders would include advisors and professors in the colleges that could present the opportunities of Theatre B to their students. Loyal customers could spread the word of internship opportunities to family and friends who may be interested.

Target Market
Our target market is college students and recent graduates seeking work experience and internship opportunities in a successful nonprofit company in the areas of marketing, fundraising, nonprofit management, audience development, and graphic design. Ideally we are looking for hard working, self-motivated team players that will strive to accomplish the goals of Theatre B.

Purchase Process and Purchase Criteria

a. Theatre B Internship Applicants will consider five main areas of interest when applying for an internship or work-study position with Theatre B: 1. Types of internships available (i.e. Graphic design vs. nonprofit management) 2. Nonprofit organizations vs. for profit organizations 3. Internship within the Arts 4. More leadership and responsibility opportunities, which lead to more realistic and relevant work situations and experiences 5. Whether or not the applicant can commit to 15-20 hour/week requirement for the internship b. Students will apply to Theatre B if they believe there is a strong work experience opportunity within a local nonprofit to help increase their personal marketability and knowledge for future full-time career endeavors. c. As sources of information, candidates will look to advisors and professors, career websites and databases (i.e. Concordias Career Link), on-campus Career Centers, social media (i.e. Theatre Bs Facebook and Twitter), Theatre Bs website, and general word of mouth.

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The Post-Purchase process

The post purchase process involves contacting potential and interested candidates and encouraging them to apply for internships within the organization. Contacting candidates may also include pitching why Theatre Bs internships will be beneficial to the student over other possible internships, such as their concentration on the emerging artist, large amounts of responsibility, and a well-established nonprofit in the Fargo Moorhead area. Staying up to date throughout the year, even after positions for that years season are filled, such as attending job fairs, continued online advertisement for positions for the following year, and creating a great work experience will allow current interns to encourage future candidates to apply and will create an established, competitive, and positive work opportunity for local students and graduates.

Situational Influences
a. Positive programs such as the B.E.A.T program which gives emerging artists the opportunity to expand their talents by working within a professional theatre company which includes being taught by directing and acting professionals b. Community collaborations such as the Incubator program, which is an effort to expand opportunities to artist and playwrights in the area to showcase their work.

Psychological Influences
a. Brand Identity must remain positive to capture the attention of potential interns. b. The target market needs to have access to information about the opportunities Theatre B offers. Awareness is a key influencer in attaining interest for student. c. The target market is often interested in a work experience in a variety of fields. d. Perceived benefit to applicants for internship includes the hands on work experience that will make them marketable to future employers.

Sociocultural Influences
a. Opinion leaders such as college/career advisors and professors b. Loyal audience members c. Friends of Theatre B

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Value Proposition
Potential interns should consider a Theatre B internship over other internship possibilities because they provide an opportunity to emerge as an artist in their desired field. Interns gain real-life experiences while working hand-in-hand with all theatre B associates to ensure both a professional and personal growth.

Benefit: The Benefit of Theatre B to the target market consisting of interns is providing the
opportunity to develop as an emerging artist. This includes excellent resume building experience and obtaining a great amount of work experience, responsibility, and opportunity in a multitude of different functions within an established local nonprofit theatre organization.

Feature: The feature of obtaining an internship with Theatre B is that it provides high level
and real-life theatre management experience, working 15-20 hours per week. Theatre B is a successful local nonprofit organization, specifically one that works within the arts and deals with current, relevant issues while simultaneously developing local emerging artists. At the end of their experience, interns will have had the opportunity to network with the board of directors, associated companies, and even influential audience members. Each intern will also receive valuable letters of reference from the board of directors as well as the founder of the company.

Brand Identity
Desired Response and Brand Descriptors When the target market for the internship at Theatre B hears about this program they will likely think professional, engaging, challenging, innovative, quality, and inspiring.

Logo

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The logo for the internship program will use the current Theatre B logo with a few additions. Their current logo is a stage with a B at the center. We will add a ladder leaning against the B with a person climbing it as he works on developing the company (letter B). The tag line Developing Your Art will be written under the stage. This logo represents the involvement of the intern in the company while at the same time climbing the ladder to personal success.

Tagline
Developing Your Art Theatre B prides themselves on sponsoring emerging artists in the community. This tag line does not limit artistry to just performers. As an intern at Theatre B, students will develop their skill set to become artists and specialists in their own field of study. Our tag line of Developing your Art is connected with Theatre Bs idea of emerging artist training, but beca use it is directed to interns, Your Art is inclusive to all occupational fields while still incorporating the artistic nature of the company.

Provide Imagery that resonates Personality & Benefit: DMEAPS

The benefit is providing the opportunity to develop as an emerging artist. This includes excellent resume building experience and receiving a great amount of work experience, responsibility, and opportunity in a multitude of different fields within an established local nonprofit organization. The logo will represent our benefit as it features an intern getting experience while having great responsibility within the company. Our logo will be distinctive as it incorporates the current logo while gearing it toward interns specifically. It will be memorable as it is a logo that is already recognizable and has a strong brand identity for the last 13 years the company has been established. It has excellent and positive attributes as it demonstrates the progress of development for the interns. The logo displays an air of professionalism as it is clean cut, black and white, and has a sophisticated font. At the same time, the stick figure working on the ladder represents innovation and progress.

Message Everywhere
Posters in class rooms will provide advertisement to students through their academic day. Table tents in cafeterias at all the local colleges will reach the students during their breaks from class Emails by advisors/professors will provide a more personal recommendation from key influencers. Theatre B will send online brochures that represent our brand identity to local professors and advisors to be passed on to students. Advertisements in coffee shops and downtown shops will reach potential students and graduates in areas they hangout or study.
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Facebook ads and other forms of social media are likely to be seen every day as the generation Theatre B is targeting uses social media very frequently. Still life actors or other performances is a way to provide marketing that will capture and intrigue the target market and can be done at the colleges in the area. We will have these performances in high traffic locations of the colleges such as the campus center/student union.

Integrated Marketing Campaign

A Day in the Life of our Target Market, Interns
Our target market, students, typically begins the day by waking up and readying themselves for class. Some may start their day by watching the local or college news channel, reading the newspaper, or checking online news sources. Students will also check their email, Facebook, Twitter and other social media sites, and will continue to check their devices (i.e. phone, laptop. iPad, etc.) for further social media updates throughout the day. Students that drive to class may listen to local radio stations such as Y94, BOB 95, or their college radio channel. On their way to campus, students enjoy stopping for a cup of coffee at shops such as Starbucks, Caribou, Moxie Java, etc. Once on campus, students spend the majority of their time in classrooms, professors offices, the library, the cafeteria or dining center, health centers, in practices, club meetings, rehearsals, and relaxing in various lounges on campus. After a tough day of studying, many college students enjoy relaxing at various locations such as restaurants, movie theaters, other live theaters, bars, and shopping centers, including West Acres and downtown shops. Students often burn off stress at their gym, some being on campus while others are off campus. At the end of a long and stressful day, many college students and potential interns will treat themselves at local dessert places such as Tutti Frutti, Nicoles, Cherry Berry, etc. Also, many students will work on homework at coffee shops or tea shops (i.e. Teaberry). Some students may end their day finishing homework before bed, watching the evening news, chatting with roommates and friends, and checking social media one last time.

Traditional Marketing Vehicles

College News Channels and possibly a spot on one of the local news channels. Local Newspapers, such as the Fargo Forum and The Metro. Also, college newspapers such as The Concordian at Concordia College, The Advocate at MSUM, and The NDSU Spectrum. Newsletters within various departments on campus, such as Communication, Theatre, Business, Career Center, and any other departments within the areas of our specific internships. Direct mail including advertisements in the PO boxes of college students at each college.

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Radio: Y94, WDAY, and other local stations as well as college radio programs such as Kord Radio at Concordia, Dragon Radio at Moorhead, and Thunder Radio at NDSU Magazines: College magazines and local magazines such as the FMspotlight

Non-Traditional Media Vehicles

Website: Theatre B currently has a website; however there will need to be a specific page on their website dedicated to internship opportunities. This could include available positions and job descriptions as well as stories and testimonials from current interns. Blog: This would be a companion to the website. The blog could include updates on each position and current positions available, videos of a day on the job, and positive stories and details from the interns themselves Email marketing: Theatre B could send position updates to professors in the specific departments they are looking for interns. Theatre B could then send further information about internship opportunities to those that have shown interest or past applicants that did not get the position in order to keep them involved. Onsite: Theatre B could post advertisements at their shows to get the attention of audience member that come to their productions. By doing this audience members could apply themselves or inform friends or relatives who may be interested. Outdoor marketing: This includes windshield flyers, bumper stickers, posters, and stilllife actors.

The 9 P Model
Product The product Theatre B will be advertising will be student experiences in accounting work-study positions and internships as well as internships in marketing, fundraising and fund development, nonprofit management, box office and customer service, stage management, and graphic design. Price The price of will product will be X amount of hours per week of the students time. Promotion Public relations To utilize the public relation method, we will contact the local newspapers as well as college newspapers, including the Concordian at Concordia College, the Advocate at MSUM, and the NDSU Spectrum, and provide them with stories of success from past and present interns. The colleges news channels and radio stations are also options that we will utilize to inform the students about our opportunities. The radio stations at the
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3 main colleges in the area are Kord Radio at Concordia, Dragon Radio at Moorhead, and Thunder Radio at NDSU. In pitching to the Forum we will highlight the angle of developing your art through internship opportunities. Theatre B enhances the learning experience for students in a variety of areas. It also provides an educational and artistic outlet locally so that artists stay in the area and enrich the community. Direct marketing For direct marketing, we will send post cards to campus PO boxes that will intrigue our target market. These post cards will include information as well as an address to our social media sites including Twitter, Facebook, Instagram, and YouTube. The post cards will also include a web address to our internships on the Theatre B website www.theatreb.org/internships (yet to be developed) Advertising As advertising can be expensive it would not be our first step in promotion of internships. However, it could eventually become a method that Theatre B could utilize. Advertisements could include commercials on the local radio stations such as Y94 or BOB as well as the college stations. We could place ads in the Fargo Forum and the Metro as well as the college newspapers. We could also include ads in the FMspotlight, a free monthly magazine that can be picked up in various locations around Fargo.

Physical Environment/Place When our target market starts their day by watching local or college news channels or reading the newspaper, Theatre B will have an ad or commercial there. Students that drive to class may hear our commercials on the local radio stations or see a bumper sticker on the car in front of them with a Theatre B slogan such as Become a Bliever. On the way to campus, students enjoying a cup of coffee at Starbucks, Caribou, Moxie Java, etc. will see a flyer in the shop or a still-life performer on the sidewalk advertising. Once on campus, students will see our advertisements in the classrooms, professors offices, the library, the cafeteria or dining center, health centers, and various lounges on campus. Off campus college students may find our ads in the FMSpolight which is available at various locations. These locations include restaurants, movie theaters, other live theaters, bars, and shopping centers, including West Acres and downtown shops. This is in addition to Theatre B flyers and posters as well as advertisements in the bathroom stalls at these locations. Many students will work on homework at coffee shops or teashops (i.e. Teaberry) or enjoy some dessert after a grueling test at a dessert shop such as Nicoles and Tutti Frutti where our posters will also be available. Some students may end their day by checking their email, Facebook, Twitter and other social media sites. Theatre B will play a part in these social media arenas by posting updates and videos about the positions
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as well as posting stories about the success of Theatre B and their productions. Students will have constant exposure to these stories as they check their devices for further social media updates throughout their day. Private Placement Not applicable. Personal Selling We will have Carrie reach out to the target market and career shops, or present in classes about the internships. We will send emails that will create an interest. During shows, we will create an internship mailing/interest list, which will make personal selling more specific, when possible, to interested parties. We will also create an open house at Theatre B where students and possible interns can come and meet members of Theatre B, learn about the theatre, and obtain information about specific internships available. Performance After we have a small group of interns at Theatre B, said interns can make personal calls to friends who may be interested in another internship, or to other interested students (i.e. a student that has been put on an interest list). The already established interns could also provide surveys to possible future interns either at Theatre B, in classes, at the different colleges Career Centers, etc. to obtain information of what the target market for interns is looking for in an internship, their perception of Theatre B, etc. Personal calls and surveys will allow personal relationship building during and after their experience at Theatre B. If customers are raging we can take into account their constructive criticism and work toward making it a better environment for the current interns and for interns in the future. If customers are raving we can use their personal testimonials as advertisement about the internship. The customers will become supporters of Theatre B and hopefully have positive influences on their friends and peers through word of mouth. Partner Marketing Partner marketing with the schools could benefit both parties. By partnering with Theatre B, local colleges have a wider variety of internships that provide credit to offer to their students because there are many different positions available at Theatre B. Theatre B benefits by having interns to help in these various positions. Job shops and career centers are also a possibility for partner marketing as they can market Theatre B intern opportunities. Likewise, Theatre B can market to the interns and influence them utilize the job shops and career centers to find jobs in the real world after their internship is over.

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Social Media Plan for Our Non-Profit

At Theatre B, we are going to be looking for an intern for audience development that will be responsible for social media. A content calendar will be created to guide future updates and what each update will say. Hootsuite will be utilized in managing the social media content calendar. Based on the calendar, the intern will have the responsibility of updating Theatre Bs current social media sites, Facebook page, Twitter account, YouTube channel and Foursquare. The intern will be in charge of making videos about the different intern positions as well as interviewing the interns that are hired in each position. These videos will be posted to the YouTube channel that Theatre B already has started as well as their Facebook page. We would like the intern to build onto Theatre Bs current social media by adding a blog, LinkedIn, Instagram, and Pinterest. The Theatre B blog will include stories, videos, and pictures about productions and behind the scenes work as a way of strengthening the fan base. It will also capture the target markets attention because there will be a special page dedicated specifically to interns. The intern page will be all about their experiences at Theatre B and will include testimonials from each intern. There will be videos that showcase the work that they have accomplished and the experiences they have had. This blog will also benefit the intern, as it is a portfolio that they can show their future employers. The blog will make Theatre B more personal and relatable for potential donors that have a vested interest in supporting the education of students.

The Pinterest account can include boards that promote the productions and all aspects of Theatre B. Example titles and content for these boards include: Current Productions Each production will have its own board. This board could include the playbill, the poster designs, costumes and make up, stage design, a preview of the play, and pictures from the rehearsals. Interns This board will include a short biography of each intern and will showcase projects that the interns have completed. Partners and FM area This board will showcase the partners that Theatre B has and will be a way to partner market these companies. To showcase the FM area our board will
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include highlights on restaurants, shops, and other area attractions. By including these locations we will also be advertising for many of our partners. Before involving the partners in the Pinterest board, Theatre B will always ask for permission. Inspiration This board will artistically provide imagery and videos that promote the mission on Theatre B. It will include articles, imagery, and video that are thought provoking and are socially relevant. By repining and sharing the posts on Facebook, the Pinterest account will be a successful tool for interns, current employees, and fans to share stories and experiences with others and generate excitement for Theatre B. Instagram will be updated frequently to include photos of backstage and work projects, productions, and actors/actresses. The Instagram photos will be connected to our Facebook, Twitter, blog, and Pinterest. LinkedIn will be a professional social media site to endorse the careers of current and past interns. It will be a networking tool for interns to further their careers as well as a way for Theatre B to find both new interns and employees. For example, interns and contacts on the LinkedIn account may know others that will be good candidates for either an internship experience or paid position at Theatre B.

Fundraising
Our Story
Theatre B provides socially relevant theatre in the Fargo Moorhead area. In other words, it provides theater that presents societal issues that are relevant within the community, for example their latest production Red focused on the importance of artists in society. Without Theatre B, the community would lose access to thought provoking performances and students would be without an outlet to gain hands-on non-profit management experience with diverse internship opportunities that truly prepare them to run a non-profit.

Fundraising Goal
The overall specific goal of our fundraising campaign is to raise $5000 in funds to create five stipends for Theatre B internship positions of $1000 each. This will provide Theatre B with a more competitive edge for students attempting to find an internship in their field. The five

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year-long internships include marketing, fundraising, nonprofit management, audience development, and graphic design.

Past Fundraising Strategies

Theatre B has found success in the past with postcard mailers to members. To be a member at Theatre B simply requires a donation of any amount. This is a successful strategy when it is implemented along with a follow-up. Follow-ups include a phone call or meeting over coffee with donors that give $50 or more. However, this strategy does not always get accomplished as there is limited time and help at Theatre B.

Improved strategy
Our improved strategy will include postcards specifically about interns. Our low-level ask will be $5 or more because our goal is to have at least five paid internship positions. We will send these postcards out to members and current donors. We will also place these postcards on the audience seats at each performance.

Upgrade strategy
We do not currently have donors supporting this specific cause because it is a developing program at Theatre B. At this time we are looking for any amount to be donated to our program. In years to come, we will present the success of this program to the donors that have already shown support. In the presentation we will show specifically how their contribution has impacted the interns, by exhibiting the work they have accomplished. After the presentation Theatre B will show how the donors could fund even more growth for the students and the company itself by creating more internship positions in either the same fields or in different areas of the organization.

New strategies
Crowd sourcing Theatre B plans to use crowdsourcing as a means for funding stipends or a portion of the stipends for our interns. Theatre B plans to use both indiegogo.com and booster.com to do so. We plan to set a goal of reaching at least $1,000 using indiegogo.com, which will go toward our intern stipends. With booster.com, the t-shirts we would sell would have slogans such as Keep Calm and B-lieve! Dont Stop Blievin, To B or not to B, etc. They would be any t -shirt that would promote Theatre B to the public and excite our Blievers.

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Rewards Program This program would consist of differing rewards based on the amount of money donated. This could range anywhere from a thank you card from an intern to a ticket to a production to a poster or prop from the set. The highest level will be reserved for our matching donor; they will be honored by being featured in the set such as a framed picture in a living room scene, etc. Matching strategy From our new post cards, crowd sourcing, and rewards program our goal is to receive $2,500 in donations. We would like to ask a larger company (such as Sanford or Microsoft) or generous donor if they would be willing to match what we have fundraised up to $2,500. Because there is an up-and-coming generational shift of wealth, Theatre B could influence those individuals that are more likely to donate during this time. They could reach out to the individuals that are more affiliated in the arts community as they are more likely to give to programs that are strengthening the arts community. To help further influence potential donors, Theatre B could make a personal connection by describing the impact our programs have on students as many of these donors are managers and understand the value of hands-on experience.

Grants
Institutional Support Grant through the North Dakota Council on the Arts
This grant provides general support for qualifying arts and cultural organizations that have quality artistic programming and services, and are an important part of the arts infrastructure in their communities. This grant offers a minimum of $2,000 per fiscal year. Application requirements include:

Organizations must submit one 10 minute edited or DVD of excerpts from an actual performance given during the current season that represents your current work. This must be labeled with the following information: - Name of organization - Title of work and composers/choreographers/playwright - Date and location of performance - Any featured artist Also include copies of one program from a recent performance

This information was obtained from the North Dakota Council of the Arts website.

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Crisis Management
Here is our crisis management plan for potential crises that have been discussed with Theatre B. While Theatre B has no specific crisis management plan for any of these situations, they are aware of the risks and issues that could occur if any of these crises were to take effect.

Potential crises
Key member leaves (i.e. Carrie) Why is this a problem? For instance, Carrie is involved in every aspect of the theater. Some of the major aspects include productions, management, and fundraising. She is the only one trained in many of the tasks because she has knowledge about the companys daily functions that most others do not. How this can be prevented Board of directors should have an idea of who would be in succession of each position. There should be someone there that knows the ins and outs of each job, especially Carries. They will be able to move up the ranks and hire a new position at the lowest level. The internship team will work to develop job descriptions for each position, and will document their work and role in the organization. This will create a stronger team so that can execute the day to day functions of the company. How to recover In the events of Carries departure, intentional or not, Theatre B would contact the members to let them know what happened. They would need to explain that they lost a very important member of the company and describe how it affects the daily activity of Theatre B. They would also need to explain how they are taking time to look for someone to step up to fill her role either permanently or temporarily until they find a good match. Theatre B will work to instill confidence in the members that you have a pool of candidates in mind, the process for interviewing and encourage their participation in finding a viable candidate.

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Rent Increases Why is this a problem? If rent increases, it could cause Theatre B to lose their space. Without a space Theatre B does not have a home to put on productions. The budget at Theatre B is very specific and does not have room for flexibility. When the cost of rent doubled this year they had to redistribute funds that could have been used to bring in new playwrights. How this can be prevented Make arrangements with the landlord so that he has to notify Theatre B 60-90 days in advance so that Theatre B would be able to plan for a budget change. Theatre B could also start to research and make connections with other theatre companies or spaces that could serve as temporary locations if they were to lose their building. This gives them more time to find a space that could work for them more permanently. How to recover If our budget does not allow for increased cost and we can no longer afford rent Theatre B can continue putting on productions at other local venues such as the area high schools and colleges or other theatres in the area. Outdoors shows in the summer would be another option until a new building is found.

Losing Donors Why is this a Problem? This would be a crisis because we would lose money. These funds are strictly allocated to specific aspects of the theatre that require a reliable amount of donations. We would lose our positive image from our community and other donors if donors are pulling out funds. How this can be prevented Theatre B needs to continue a positive relationship with donors. They can show donor appreciation by sending thank you cards or meeting with them personally as well as continuing their donor appreciation events. They can also ask for feedback from the donors regarding satisfaction with Theatre B, to make sure they feel more involved in the company. In giving feedback, donors will have more impact on the decisions being made at Theatre B based off of the level of their donations. The feedback will also indicate any negative feelings the donors may have. With this information, we can start working on mending our relationships and their feelings towards Theatre B.
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How to recover Our first step would be to have a discussion with the donor to understand why they stopped donating. We will want to see if there is a way to mend the relationship with the donor and if there isnt a solution to the problem; Theatre B will continue living out the mission of the company and look for other donors who will do the same. We understand issues like this will arise and are inevitable; therefore Theatre B needs to constantly be searching for new donors.

Strategic Summary
Product Theatre B will offer five year-long internship positions in the fields of marketing, fundraising, nonprofit management, audience development, and graphic design. People Our target audience includes college students and recent graduates seeking work experience and internship opportunities in a successful nonprofit company. We are looking for hard working, self-motivated team players that will strive to accomplish the goals of Theatre B. Public/ key influencers Key Influencers include advisors and professors in the colleges and loyal customers could spread the word of internship opportunities to family and friends who may be interested. Personality The personality of the internship program is represented by the logo which shows a figure assisting in the development of the company. The Tag Line of Developing Your Art illustrates the programs emphasis in expanding the skills and experiences of the interns. Promotion/Position Advertisement about this internship will primarily be located at college campuses in the area. We will utilize the colleges career centers to post listings. We will post advertisements in campus newspapers, radio stations, and high traffic areas of the schools. Price This internship offers a $1,000 dollar stipend. Pleasantries Theatre B will develop surveys for the interns assess the program and improve it if needed. If interns are unhappy we can take into account their constructive criticism and work toward making it a better environment for the current interns and for interns in the future. If
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interns give positive reviews we can use their personal testimonials as advertisement about the internship. Performance The performance of the interns will be measured in the assignments and project they accomplish. The interns will also assist in developing procedures in the event of a crisis to prevent losses to the company.

Measurement Dashboard
Success of internship marketing will be measured by the number of general inquiries about internships, size of candidate pool, and the total amount of filled positions. Applications will be reviewed weekly for quality and quantity of applicants. Because of the high student demographic in the Fargo Moorhead area and the broad range of internships available in the company, we expect to receive three strong candidates for each internship area by the time interviews proceed in late spring for the following years season.

Decision
Fundraising will start this season and continue on into the summer until the goal is met. Interns will receive their stipend upon completion of the internship. Interviews for internship candidates will take place in the spring and selection for the position will be determined by early summer. Internship positions will open in the fall and run through the school year.

The Ask
Theatre B is asking for $5,000 to create stipends for five internship positions. By donating, you will be supporting the growth of the company and the students. This will help keep the arts alive in the Fargo-Moorhead community.

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