Name of Agency Philadelphia Young Playwrights
Fellow's Job Title Marketing and Communications Coordinator
Proposed Project Goal for the Fellowship
Fellow will strengthen our marketing / communications function thus expanding the impact of our mission by: • Continuing to adapt communications to target younger audiences, increasing the amount of young people who attend our readings and other events. • Expanding the awareness and impact of public performances for student written plays, increasing audience size and diversity. • Assisting Resource Development Associate with promotional materials, helping to improve their quality as well as their segmentation for various funders and donors. • Promoting the Annual Playwriting Festival, increasing the amount of student submissions, especially those from lower income communities. • Maintaining and improving the website in conjunction with other staff, increasing web traffic and interactive “conversations.” • Working to enable the capacity for product sales (plays) on the website, and building a plan to market this new capacity. • Targeting the School District of Philadelphia, increasing their participation via professional development opportunities and number of participating classrooms and schools.
Address 1709 Benjamin Franklin Parkway
Number of Staff 6 full time 2 part time
Agency Mission Philadelphia Young Playwrights taps the potential of youth and inspires learning through playwriting. In executing our mission, Young Playwrights focuses on: *improving students; writing, thinking and interactive skills *enhancing students’ sense of agency, responsibility and self-esteem *reaching students of diverse backgrounds and abilities, and *stimulating awareness of, and building new audiences for theatre with students, their families and communities.
The Fellow’s Duties and Responsibilities
• Web updating, managing of our social networking sites, special events and promotion of productions. • Increasing the capacity of our website to enable the sale of Young Playwrights plays and play anthologies to a general population. • Helping to conceive the overall strategy and content of communications. • Working with our public relations and design firm, serving as a company liaison that can answer inquiries, provide additional materials and monitor deadlines for content and revisions. • Assisting our Resource Development Associate in communicating with funders and donors, publicity of funders and donors and other projects related to integrated marketing of fundraising and program events. • Managing distribution and recording of audience surveys and demonstrating an ability to apply that knowledge to our marketing. • Working some evenings and weekends to attend program events.
The Skills/Qualifications a Fellow Should Have to Succeed in This Position
Skills Include: Interest in theater and arts education, detail oriented, excellent phone manner, professional writing skills, ability to multi-task, strong computer proficiency and creativity. Preferred experience in website content management systems, publishing software and other social networking sites like Facebook, Twitter, Flickr, YouTube and EventBrite. A basic working knowledge or interest in learning Adobe Creative Suite, especially Photoshop and InDesign, has emerged as a vital element to this position. An enthusiasm for our mission and a desire to communicate that to the community at large is required to succeed in this position.
The Community Need the Fellow Will Address
Philadelphia Young Playwrights addresses Philadelphia’s urgent need for arts education, along with providing an alternative creative outlet in which youth can enjoy improving their literacy and writing skills. Increasing literacy is vital in the fight against poverty, and every year Young Playwrights helps guide 1,700 students throughout 50 urban and suburban classrooms towards success. A Philly Fellow would be key in this service to the community by expanding our reach through marketing, thereby increasing the impact of our mission. With improved communications our organization can reach more students, along with inviting the community to readings, special events and professional productions of student written work. With a Philly Fellow, Young Playwrights can impact the lives of more youth, especially those in low-income areas with little arts education and few cultural opportunities. When young people write about their lives, they gain the power to transform them. By investing in our youth today, we are helping to ensure a better tomorrow.
How the Agency Addresses This Need, and How the New Capacity Created by This Fellow Will Help Alleviate the Problem
Currently, Young Playwrights does amazing work with youth and everyday has a new story to tell about the transformative effects of playwriting. Unfortunately, our staff lacks the capacity to share and leverage many of these stories within the community in timely and strategic fashions. Prior to our engagement with 2009-10 Philly Fellow, Yuan Liu, we spread the marketing and communication functions throughout the organization. A full-time Marketing / Communications Coordinator will allow us to consolidate these efforts and integrate programming and development needs into all of our communications with our clients and the general public. A full-time marketing position allows our messaging to be consistent, creating a stronger brand and knowledge about our program. With this improved strength and consistency in storytelling the general public will become aware that our youth all have something important to say worth hearing. The Fellow’s assistance allows us to better serve the needs of our teachers and students via the effects of further outreach: increased community support and advocacy. We are now several months into our second Philly Fellow’s tenure as Marketing/Communications Coordinator, and she has helped increase awareness of our program through the development and marketing functions of this position. Philadelphia Young Playwrights will see some mid-level staff changes during the 2011-12 year, and we look to work with the new Fellow to help align marketing and communication functions associated with these changes. We desire to sustain the impact of this position through a 2011-12 Philly Fellow, which will enable us to broaden our reach to students, audiences, and school communities.
The Level of Community Involvement in the Fellow’s Project
The Fellow cannot properly communicate the impacts of the program and the uniqueness of events without understanding how we serve the community. Participation in program events is vital to the understanding of Young Playwrights. Community involvement is also key in creating meaningful messaging that will reach our constituents. The Fellow will need to learn how to communicate to our audiences and can only do this by knowing who that audience is and the unique strengths of our program. The Fellow will also continue to build and foster our online community in which students can communicate with one another via Facebook, MySpace, Twitter, and other outlets, thereby building relationships across neighborhoods.
The Agency’s Plan for Training and Orientation
Lindsay Mauck, Resource Development Associate will first orient the Fellow in general organizational operations; the fellow will also use a written training manual compiled by Yuan Liu, 2009-10 Philly Fellow and expanded upon by our current fellow. Along with this orientation, Ms. Mauck will familiarize the Fellow with all electronic files, database functions, List Co-Op participation, audience surveys, Constant Contact, EventBrite, Flickr, annual events and introduce him/her into a working relationship with our design firm, Design for Social Impact. Nirvana Rivera, Program and Outreach Associate, will orient the Fellow in our social networking sites such as Facebook and MySpace, along with providing an introduction to our web content management system. She will also provide a detailed orientation on our program and its impacts. General and Program Manager, Genne Murphy, will assist Ms. Mauck in certain web-based, List Co-op, and database trainings for the Philly Fellow.
Name and Title of Fellow’s Immediate Supervisor
Lindsay Mauck, Resource Development Associate
Plans for Supervision of the Fellow
he Resource Development Associate will closely supervise the Fellow, along with sharing an office with him/her. This will ensure that Development and Marketing develop consistent messaging and work together towards positively representing Young Playwrights and enhancing their connection to the community, including their participants, audiences, donors and funders. Our Executive Producing Director, Glen Knapp, will also closely mentor the Fellow and train them in relationship building and communications. Our board-level Marketing Committee will provide opportunities for the Fellow to meet marketing and communications professionals and seek their advice as they move forward.
Will Fellow Be Working at the Same Address Listed Above?
Will the Fellow Have Their Own…
Office? Fellow will share
Desk? Fellow will have their own
Computer? Fellow will have their own
Approximate Percentage of Time the Fellow Will Work….
As a Team Member in a Group Setting 60
As a Team Leader in a Group Setting 10
Will the Fellow Be Expected to Travel for the Position?
If So, How Often and Where?
Yes, for events and professional development opportunities. These should occur no more than 2-3 times per month and will take place within Philadelphia.
Will the Fellow Need the Following…
A Driver’s License? No
Their Own Car? No
1515 Market Street
Philadelphia, PA 19102