n February 21 and 22, the city of Verona hosted the Kick-off Meeting for the THEATRE IS COOL project. This ambitious initiative aims to modernize theatre organizations by leveraging social and influencer marketing to engage and expand their audiences, particularly among younger generations.
The meeting began with the introduction of the project's network partners:
1. Associazione Atti (Italy)
2. Action Synergy (Greece)
3. Centre of Higher Education in Theatre Studies (Greece)
4. Milenar Media (Portugal)
5. Alytus City Theatre (Lithuania)
Defining Objectives and Guidelines
Central to the discussions were the project's objectives and guidelines. The primary goal was clearly established: to enhance the capacity of theatre organizations in attracting and engaging younger audiences through strategic social media and influencer marketing efforts. The meeting laid a solid foundation for collaboration among the partners, outlining a comprehensive framework for achieving the project’s ambitious goals. Essential next steps were planned, including regular online meetings and a clear division of tasks.
Dissemination Strategy
A comprehensive Dissemination Strategy was also unveiled, structured around three main objectives:
1. Raising Awareness: Promoting the activities organized by the project.
2. Stakeholder Involvement: Engaging stakeholders and beneficiaries in the project activities.
3. Experience Transfer: Sharing expertise and project results with external stakeholders and mainstreaming these outcomes.
Focus on Social and Influencer Marketing
The highlight of the kick-off meeting was a workshop led by Milenar Media. They provided in-depth insights into social media and influencer marketing, crucial for reaching the target audience of Millennials and GenZ.
1. Social Media Marketing: Various strategic approaches were discussed, particularly focusing on Meta’s platforms, Facebook and Instagram. The workshop explored effective content types, the importance of ads, and how to create them.
2. TikTok as a Key Platform: Given its popularity among younger users, TikTok was identified as the primary platform for the project. Participants delved into its workings, algorithm, and content creation strategies. The session also examined the #booktok phenomenon, drawing parallels to how a similar movement (#theatretok or #theatreiscool) could promote theatre to new audiences.
Moving Forward
The THEATRE IS COOL project kick-off meeting successfully set the stage for an exciting journey. With a well-defined strategy and enthusiastic collaboration among partners, the project aims to revitalize theatre engagement, making it cooler and more accessible to the younger generation. The upcoming meeting in Athens promises to further solidify these efforts and propel the project towards its ambitious goals.
