2. 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

6. From: To: From: To:
A member The father A director An
of an of neo- on the rise innovative
ensemble futurism A-lister

7. Workshops
Social
Media
Website

9. Create Launch
Build
Planning Buzz and Go Social
Website Website
Beta Test
4 Months 3 Months 2 Months 1 Month

10. Planning
• 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

11. Create
Buzz and
Beta Test
• 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

12. 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

13. Launch
Website
• 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

14.  “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

15.  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

16.  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

18. Sign-in | Sign-up

19. Sign-in | Sign-up
Resume

20. Sign-in | Sign-up

21.  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

22.  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

24.  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

25. Create Highlight
Generate Leads
Awareness Events
Website Goal: Website Goal:
Reinforce Website Goal: Capture leads Engage
existing WOM Community
KPI: Branded KPIs: # of workshop/webinar form downloads KPI: Visitor
traffic loyalty
Target: 1,000 Targets: 25/Mo Target: 25%
visits/Mo repeat visits

26.  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.

27.  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

29.  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

32.  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.