Вы находитесь на странице: 1из 6

Upstart Crow Studios || Creative Brief

Ben Pettis

The Big Picture


Upstart Crow Studios
Upstart Crow Studios is a non-profit organization dedicated to providing opportunities to all children. Through its many
programs, talented staff, and dedicated volunteers, Upstart Crow offers children in the community a chance to discover the
artsin the form of theater, music, and dance.
What sets Upstart Crow Studios apart from other similar organizations is how its small, close, and intimate studio and
stage space. This fits well with its members, who truly believe in bringing the community together. It never closes its doors
on children without giving them an opportunity to demonstrate their creativity through the arts. Its a sanctuary where
children and adults can be themselves without having negativity shrouding their minds.

In Lane County, many kids do not have access to


extracurricular performing arts programs, largely
because most schools face budget challenges in
offering music and arts programs for kids. Without
outside organizations such as Upstart Crow Studios,
many kids within Lane County might never have the
opportunity to discover their own talents, as well as
the exciting world of the arts.

Social Media Landscape:

Making the arts more accessible to children provides


many more benefits than just the opportunity to
act and perform. It can also improve self esteem,
communication skills, and is correlated with reduced
dropout rates and higher SAT scores . In effect, Upstart
Crow Studios is not only providing kids the chance to
experience the theatre, but also helping them to grow
up and develop into well-rounded members of society.

(Number of posts in one month and type of content)

14 posts

14 posts

Photos, Links
Production photos, event links, etc.

Photos
Production photos & Event information

0 posts

0 posts

Fun & Informative - Retweets content


from other theater-related accounts

Photos from recent stage productions

3 posts

0 posts

Videos of songs from recent stage


productions

Monthly newsletter
Informational text & photos

Data from social media audit March - April 2016

Social media icons used under a Creative Commons 3.0 license: iconfinder.com | username: Alfredo

Upstart Crow Studios has a limited presence on social media. They have accounts on several social media platforms,
but are not active on all of thesemany have not been updated for several months. The most active platforms
for Upstart Crow Studios are Facebook and Instagram. There are some informational links, but there is very little
social media content that directly promotes upcoming shows, class registration, or donation opportunities
Upstart Crow Studios | G3 Creative Brief 3 | Ben Pettis

Page 2

Strengths & Weaknesses


Upstart Crows primary competitors are other extra-curricular childrens programs in the community. To be
successful, Upstart Crow must convince parents, community members, and potential donors that its program
offers more value than other similar organizations in the area.
Here, several Eugene childrens programs are compared across the categories of both price and total hours of
engagement. Upstart Crow offers a superior program that sets it apart from the competition.

More Engagement

Horizontal axis: actual monetary cost


This is the relative amount of money that parents
must pay in order to enroll their child in each
program.
Vertical axis: hours of engagement
More Affordable

More Expensive

Do not
participate in
extra-curricular
activities

This category measures the total number of


time that a child will spend in each program.
This information is based on each organizations
schedules found online on their respective
websites.

Less Engagement

Strengths:
Inclusiveness - every child is guaranteed a role
Year-round availability of programs. Not seasonal.
Inclusion of adults in productions and as volunteers
Strong community presence

Opportunities:
Expansion of social media presence
Target those already interested in performing arts
Outreach to Eugenes Latino population

Upstart Crow Studios | G3 Creative Brief 3 | Ben Pettis

Weaknesses:
Inconsistent social media presence
General lack of marketing
Limited availability of qualified staff
Limited income sources

Threats:
Other Eugene childrens theaters offer similar
programs
Arts funding is limited for all organizations
Other extracurricular child programs offer lower
prices

Page 3

Audiences
Upstart Crows largest challenge is the issue of funding. Though the organization collects tuition from students
and generates revenue from ticket sales, it still relies heavily upon donations to fund its operations. As a nonprofit organization, Upstart Crow must be constantly targeting as many receptive audiences as possible to
promote donations, while at the same time developing public awareness of the program as well.
Outlined here are potential profiles of the audiences that Upstart Crow should consider targeting.

Grandparents

Theater Teens

Age 50-75, $30,000 annual income

Age 15-19, Low to no residual income

These retired grandparents enjoy a relaxed, but not


monotonous life. They remain active with walks through the
neighborhood and meetings with the local gardening club.

This young generation spends the bulk of its time at school


and passes the time by scrolling through their social media
accounts.

The most pressing issue for these audience is a need to stay


involved with the community. They want to feel like their
lives have a sense of purpose.

Much like grandparents, teens want to find a purpose in


their life and find a way to apply their skills. However teens
are more exploratory and likely have not truly decided what
to do with their futures.

Grandparents will donate to Upstart Crow as a way to


provide their grandchildren an ongoing opportunity to
experience creativity. Even those without grandchildren in
Eugene may still choose to donate and benefit children even
if they are unrelated.
However they will not donate if they do not understand
Upstart Crows mission and purpose. Primary sources of
information for this audience include local neighborhood
organizations, primetime TV news, and local newspapers
such as The Register Guard.

Upstart Crow can solicit this audience to volunteer as student


instructors or social media managers. Many teens receive
extra-credit in school or fulfill graduation requirements by
performing community service. Upstart Crow can offer then
real-world experience and a sense of purpose.
This audience is best reached through social media and
through schools in the form of in-class announcements, as
well as through counselors and teachers.

Customer Persona:
Walter Sky-Runner Jones

Male, Age 39, $25,000 annual income


Born and raised by his young parents in
the Whiteaker neighborhood.
Walter is a Eugene native. He went
the UO where he studies philosophy,
theology, and environmental sciences.
After hiking the Pacific Coast Trail,
Walter returned to Eugene to contribute
back to the community that raised him.
He cares about the community, and
thrives on being a part of something
larger than himself. Donating either
time or money to Upstart Crow Studios
is a way for Walter take part in the
artistic development of Eugenes next
generation of children.

Upstart Crow Studios | G3 Creative Brief 3 | Ben Pettis

Page 4

Messages
One of Upstart Crows primary goals is to increase community awareness of its programs and encourage
community members to donate either time or money to organizations. By involving as many people as possible,
Upstart Crow will be able to expand its programs and offer further opportunities to even more children in the
Eugene community.
Below are sample messages that could be used in various campaigns and forms of community outreach.
Parents:
Watch your childs self confidence, critical thinking, and teamwork skills blossom through immersion in the performing arts. Enroll
them now in one of Upstart Crow studios numerous theater, dance, or music classes!

Grandparents / Seniors:
Seize an opportunity to support our youths future in the performing arts by donating to Upstart Crow Studios. Or catch one of our
many productions and watch your grandchild shine on stage!

Grassroots / Whiteaker Neighborhood:


Support your communitys local non-profit, Upstart Crow Studios, giving all children a chance to engage in the performing arts, no
matter the challenges they face. Catch one of our productions and spread the word about this great opportunity to enrich the lives of
Eugenes youth!

Teens / Local Arts Community:


Ensure that all kids get to experience the same magic you do while participating in the performing arts. Volunteer today to help teach
young actors and actresses the art of theater at Upstart Crow Studios!

Upstart Crow Studios | G3 Creative Brief 3 | Ben Pettis

Page 5

References:
Eugene Library, Recreation, and Cultural Services. (n.d.). Recreation Programs | Eugene, OR Website.
Retrieved April 19, 2016, from https://www.eugene-or.gov/142/Programs
External.
Eugene YMCA. (2015). Child Care Monthly Tuition. Retrieved April 20, 2016, from http://www.eugeneymca.
org/images/childcare/tuition2015.pdf
External.
Facebook. (n.d.). Retrieved April 21, 2016, from https://www.facebook.com/Rose-Childrens-Theatre115642578495082/?fref=ts
Internal
Harris, S. (2012). Upstart Crow Studio | Eugene Daily News. Retrieved April 20, 2016, from http://
eugenedailynews.com/2012/11/upstart-crow-studio/
Internal
Sielicki, H. (2016, February 26). Community Arts Grant Program Funded by City of Eugene Cultural
Services. Retrieved April 20, 2016, from https://southeastneighbors.org/2016/02/26/community-arts-grantprogram-funded-by-city-of-eugene-cultural-services/
External
Twitter. (n.d.). Retrieved April 21, 2016, from https://twitter.com/upstartcrow
Internal
Twitter. (n.d.). Retrieved April 21, 2-16, from https://twitter.com/rose_childrens
Internal
Rose Childrens Theatre. (n.d.). The Godspell Project. Retrieved April 19, 2016, from http://www.therct.com/
current-season/the-godspell-project-2/
External.
Upstart Crow Studios. (n.d.).
upstartcrowstudios/?fref=ts
Internal

Retrieved

April

21,

2016,

from

https://www.facebook.com/

Upstart Crow Studios. (n.d.). Theatre Productions. Retrieved April 17, 2016, from https://www.
upstartcrowstudios.org/index.php/classes/theatre-productions-menu
Internal.

Page 6

Вам также может понравиться