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Call for Submissions (National): Audience Recovery and Growth Strategy – GeriActors Theatre

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Call for Submissions (National): Audience Recovery and Growth Strategy – GeriActors Theatre

The Opportunity:

GeriActors ( is an intergenerational theatre company based in Amiskwacîwâskahikan (Edmonton), Alberta. Our mission is to develop high-quality performer-created theatre that fosters positive intergenerational interaction and authentic views of aging. Read our 2023-2026 Strategic Plan here:

Using a playful approach to theatre and emphasizing social interaction, our performance company (GeriActors & Friends) produces original plays based on true stories and issues of aging. Ranging in age from early twenties to nineties, our performers rehearse weekly from September to June.

Prior to COVID-19, GeriActors & Friends hosted an average of 10 performances every spring, engaging 500+ people. We performed throughout Greater Edmonton at seniors’ residences and centres, libraries, schools, and at local events. While our performance company adapted to a virtual setting, produced radio plays (i.e., AudioGeris) and hosted Zoom shows during the pandemic, the nearly 3-year hiatus in live performances has meant a loss of revenue and a disconnect from our audiences.

In preparation for our 2023/2024 performance season, we are soliciting proposals for an Audience Recovery and Growth Strategy to support our return to live performance.


  • Develop and implement a sustainable strategy to increase performance requests, to the maximum the company can accommodate.
  • Develop and implement a sustainable strategy to increase the size and diversity of audiences attending live performances and on-demand performances (i.e., radio plays).

Scope of Work and Timelines:
The successful individual/team will:

  • Design, implement, revise as necessary, and deliver an audience recovery plan and growth strategy, informed by consultation with our community (ensemble and audiences) and customized to suit our unique needs, resources, and capacity for growth.
  • Design and conduct an audience audit (methodology to be determined by contractor(s)) to determine the communities and populations we are currently reaching, that identifies gaps in engagement and reach, and informs effective strategies to grow the size and diversity of audiences.
  • Develop and implement a long-view strategy to enable GeriActors’ staff to successfully conduct and modify communication and growth strategies into the future.
  • Collect and report on metrics demonstrating attainment of project goals.

The deliverables for this year-long project are expected in three phases:

  • Phase 1 (September to December 2023) – Information collection stage, that may include any research and observation deemed necessary (e.g., observing rehearsals, interviewing staff and audience members), and that culminates in an Audience Recovery Plan and Growth Strategy for presentation to the GeriActors Board of Directors.
  • Phase 2 (January to March 2024) – Implementation of the Audience Recovery Plan and Growth Strategy, including any collection of data/metrics and staff training/education to implement the plan into the future. Based on learnings from implementation, deliver a list of revisions (if any) to the plan to the GeriActors Board of Directors.
  • Phase 3 (April to June 2024) – Collect and report metrics to demonstrate attainment of project goals. Revise the plan as necessary and deliver a final version, to be renamed Audience Sustainability Plan, to the GeriActors Board of Directors.

The maximum budget for this project is $65,000. The proposed budget should divide costs within the following categories and cannot exceed the maximum.

  • Contractor Fees for Professional Services (Max $40,000) – Explanation: any fees for service required to develop/implement the plan (e.g., individual/team fee, graphic designer fee, photographer/videographer fee)
  • Project Equipment (Max $25,000) – Explanation: general materials and supplies related to development and implementation of the plan (e.g., printing, material brochures, mailing costs) and specific tools associated with implementation of the project (e.g., print, online and/or radio advertisements)

Proposal Instructions:
The proposal should be a maximum of five (5) pages and as part of your proposal, please provide the following:

  • Brief outline of a plan and how it may be implemented (recognizing that a full plan will likely be more detailed)
  • Project Budget
  • Summary of expertise, credentials and experience of the individual or team to make a plan and implement it
  • Listing of relevant previous client references with contact information

Evaluation Criteria:
Proposals will be evaluated on:

  • (70%) The quality of the plan outline and proposed implementation with quality indexed by: Demonstrated understanding of and fit with GeriActors’ unique needs and resources, Creativity and soundness of the approach, Competitiveness and reasonability of the proposed budget
  • (30%) The background (expertise, credentials, and experience) of the individual/team and fit with the project. Individual/teams may have different backgrounds. The ideal individual/team is envisioned to have experience in arts-based marketing and an understanding of digital, radio, print, and face-to-face communication strategies.

Submission Details:

The deadline for submission of the proposal is 5:00 pm MST, July 31, 2023. Proposals are to be submitted, in entirety, via email to and to the attention of Becca Barrington.

Ahead of the deadline, questions about the project and/or submission of the proposal may be directed to Becca Barrington at, or by telephone (780-248-1556).

Review of proposals submitted by the deadline will occur during the first two weeks of August. Potential contractors may be contacted for a brief interview during this time.

The start of the project is September 1, 2023.

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