Industry:

Arts/Culture; Nonprofit

Services:

Social Media Strategy; Content Creation; Community Management

Background

PUSH Physical Theatre is a genre-bending theatre company that uses movement, dance, acrobatics, mime, comedy, and other artistry to tell deeply moving and often hilarious and thought-provoking stories. This unique nonprofit also teaches underserved populations in the greater Rochester area, working with children with disabilities, youth in the juvenile justice system, and the elderly. 

The PUSHers are incredibly talented performers and wonderful humans, but they had one big challenge: how do you tell such a complex story in a clear and engaging way? 

The Challenge

During their busy performance season, the PUSH team struggled to stay on top of social media, posting infrequently and often forgetting to capture content in the rush of everything else they had to do while traveling for shows. They also lacked a clear strategy to guide their social media marketing efforts. 

PUSH needed a cohesive strategy that could clearly tell their story, bringing their work to life in a way that resonated with viewers. The goal was to increase brand awareness, with the ultimate aim of sparking interest in attending a show, participating in a summer training program, or donating to support their community work. PUSH also needed guidance on what content to capture while on the road and someone to follow trends and social media best practices, create and schedule compelling content, and monitor comments and messages from their followers.

The Solution

Phase 1: The Strategy

To support PUSH’s goals, I crafted a comprehensive social media strategy that included:

  • Benchmarking against four other theatre companies to see what types of content were performing best in their industry and what opportunities we could capitalize on. 

  • Clear definitions of their target audience, key messages, brand voice and tone, and goals.

  • Guidelines on best practices, engagement strategy, follower growth, hashtags, pinned highlights, and more.

  • Content ideas and creative recommendations for investing in TikTok, crafting more interactive content, developing shareable content, and more.

Phase 2: Implementation

Once the strategy was complete, PUSH brought me on to do ongoing social media management from 2022-2025. This included:

  • Crafting 3 posts per week for Facebook, Instagram, and TikTok, tailoring them for each platform. 

  • Attending rehearsals and performances to capture photos and videos, including interviews with performers before and after shows and other candid content.

  • Monthly planning and brainstorming calls.

  • Ongoing community management, responding to comments and messages across all platforms, sharing trends/feedback, and escalating concerns as needed.

  • Regular analytics reports. 

The Creative

Here are a few of my favorite pieces of content I created for PUSH:

 
 



What We Achieved

  • 429% increase in TikTok followers and 85% increase in Instagram followers over a period of four years.

  • Generated hundreds of thousands of video views. 

  • Increased engagement rate by 8%. 

  • Creatively promoted shows at fringe festivals, off Broadway, and venues around the world, successfully increasing butts in seats.

  • Consistently published on-brand, engaging content that their audience enjoyed.

  • Told the story of all their different types of work, from original shows to movement programs for underprivileged kids. 

  • Increased brand awareness and provided education on what physical theatre is. 

  • Humanized the brand by sharing their authentic, goofy personalities. 

Check out PUSH Physical Theatre on Facebook, Instagram, or their website. 

Ready to work together? Let’s talk!