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The Actors Fund “The Hollywood Arts Collective” Campaign: A Community Relations Formal Case Study

Image from The Actors Fund and Thomas Safran & Associates
Break Ground on The Hollywood Arts Collective Press Release

Background

The Actors Fund was established in 1882, 140 years ago next year, to serve all individuals in the entertainment community – including those in television, film, radio, as well as those in music, dance, and all forms of performing arts.1 The campaigns that Actors Fund organizes are spread across the US with offices in the top cities of innovation, Los Angeles, Chicago, and New York, and these projects can vary between community maintenance, preventative efforts, and proactive acts.2 The Actors Fund carries a mission to build a supportive net for entertainment professionals and has a vision to do so through equality in economic security for creativity to truly blossom.3 This can be found in the countless amounts of efforts Actors Fund has made toward occupational assistance, mental and physical health recognition, as well as housing development projects.4

In February of 2021, The Actors Fund announced its newest endeavor to aid creators in Hollywood, California, “The Hollywood Arts Collective” (HAC) campaign, which is a project that has been in the works for over a decade.5 This campaign was announced with a virtual groundbreaking of the HAC that The Actors Fund, Thomas Safran and Associates, and the City of Los Angeles Departments of Cultural Affairs and Transportation have partnered to develop and finish by 2024.6 

The Actors Fund ─ Since 1882, the nonprofit organization Actors Fund has been providing assistance and support to the entertainment community through countless efforts and these efforts have been reciprocated by numerous donations and partnerships from those within the community. The Fund has been made possible from community relations from its inception with incredibly successful fundraising fairs that were able to shape public opinion over both the organization as well as entertainment professions as a whole – included in this support was President Theodore Roosevelt, who opened an Actors Fund Fair in 1907, and President Woodrow Wilson, who opened an Actors Fund Fair in 1917.7 

After the Fund’s first 100 years of service, further plans were developed to help entertainers who are also growing older, productions were planned to be hosted in 1982 and 1984, in coordination with hundreds of artists, to raise money for an Actors Fund nursing facility.8 Later, in 1988, this project gained a new wing as the facility merged with Edwin Forrest Home, who offered an incredible amount of financial resources to the project, from here, The Actors Fund has gained a flood of support in partnerships and in expansions to its services – The Phyllis Newman Women’s Health Initiative, The Free Health Clinic, The Dancers’ Resource, and more, were all created with continued support from the public and various institutions.9

The Actors Fund has realized for over a century how important Los Angeles, California, is to creative individuals and those working in the entertainment industry. And as 67% of creators served by the Fund earn less than $40,000, additional support became apparent with the hit of COVID-19.10 In efforts to provide stability, between March of 2020 to March of 2021, The Actors Fund has been able to distribute nearly $20 million in financial aid to creators across the country and more than half of these creators receiving assistance live in California.11

The Actors Fund can be found as a reliable channel for artists in need due to the coronavirus pandemic. Publications on the Fund within the past year promote its financial relief projects through promotions and reactions of its “Ratatouille: The TikTok Musical” campaign, “The Rosie O’Donnell Show” benefit comeback campaign, and other comebacks and group reunitements to help support the cause.12 Large names that can be found supporting this include Netflix, the actors behind “Melrose Place” and “Smash”; and in the media, this can be read on LA Times, CNN, Deadline, Forbes Magazine, and many more news outlets.13 14 15 16

The Hollywood Arts Collective ─ The HAC was built, designed, and made for those in the entertainment community in Los Angeles, California, and is being constructed on Hollywood Boulevard.17 This project has been in development for the past eleven years but is also a culmination of all of The Actors Fund’s aspirations for the arts community: 

“This simple and powerful idea is to allow entertainment professionals to live, work, and perform, in the center of creativity in Los Angeles. Their presence, their work, will be the engine of the continued arts-based revitalization of Hollywood.” – Vice Chair, Actors Fund, Annette Bening 18

The HAC affordable housing development will be the Fund’s fourth installment of living spaces for those working in the entertainment industry, but at the same time, the HAC is the first development project that will also act as a community arts center for its residents.19 The Hollywood Arts Collective includes two establishments with The Arts Building and The Residential Building, and consists of 151 affordable housing units for creators, as well as an arts center, work spaces, and exhibit areas with the Glorya Kaufman Theater and art galleries.20

This project is being led by The Actors Fund’s President and CEO, Joseph P. Benincasa, Vice Chair, Annette Bening, Chairman, Brian Stokes Mitchell, as well as Western Council of The Actors Fund and Board of Trustees members, all making up the Hollywood Arts Collective Campaign Committee.21 As of March 2021, three actors have also joined the campaign’s committee, including Dakota and Elle Fanning and Mark Ruffalo.22 Partners for the project’s development include Thomas Safran and Associates, the City of Los Angeles, with the Departments of Cultural Affairs and Transportation, as well as the LA Development Fund, the State of California, HGA Los Angeles, Withee Malcolm Architects; and the project’s founding donors, Glorya Kaufman, Monica Horan and Phil Rosenthal, Chandra Wilson, Bonnie Comley and Stewart F. Lane, and many more supportive donors.23

The virtual groundbreaking for the HAC is a recorded video that was included in the announcement and in the video (in order of appearance) are Chandra Wilson, Annette Bening, Glorya Kaufman, Brian Stokes Mitchell, Monica Horan and Phil Rosenthal, Mitch O’Farrell, the 13th District LA City Councilmember, the City of LA Mayor Eric Garcetti, Jordan Pynes, the president of Thomas Safran and Associates, Keith McNutt, the executive director of The Actors Fund Western Region, and then Joseph P. Benincasa, the Fund’s president and CEO.24

The Hollywood Arts Collective was announced on February 11th, 2021, on its website with a press release in addition to the virtual groundbreaking video on YouTube (17 minutes), the Fund also created the ActorsFund.org/HAC web page, which offers a detailed PowerPoint and another video (3 minutes) with Annette Bening, Vice Chair.25 Support for the project can be seen on the Fund’s Twitter page as they shared (“retweeted”) a dozen tweets sharing the press release from news sites, and in these tweets included acknowledgments from various LA-local news sites and entertainers.26

The HAC campaign works to create positive community relations with artists and all of those behind the scenes of the entertainment industry and to provide its services with the philosophy of collaboration, all within the heart of the creative capital of the world.27 28 The construction of the HAC is for the direct benefit of entertainers in need of stability, and in its completion, The Hollywood Arts Collective will be able to enhance the creative abilities of those who live there. 

PR Problem and Opportunity

The Actors Fund is in a very good position as a nonprofit organization as the Fund is an incredibly established foundation, especially in considering that this campaign did not need to first seek fundraising.29 From a public relations perspective, in community relations, working with and for your stakeholders can make outreach less necessary. Throughout its history, the Fund has worked directly and closely with its investors, entertainers, and the public, and in the media, stakeholders have only ever spoken fondly of the organization. For the past 139 years, staple testimonials have been hugely appreciative of The Actors Fund services: 

“I’m forever grateful to The Actors Fund for helping me find a prosperous working life I could never have imagined” – Sharon, an LA-based writer 30

“This organization is truly a blessing to all that it serves. I don’t know where me and my daughter would be without them! I thank God for them daily!” – Erica, an LA-based actor 31

“I was in crisis and they welcomed me with open arms. I took their free classes in Marketing, Social Media and Computer Skills. As time went on my career moved forward like a rocket, and I am thankful for them every day!” – Tony, a wardrobe designer and resident of the first California housing project 32

However, with the movement of the world, one possible critique that may be said against The Actors Fund is that the organization is not modern in its public relations. For the upcoming generations of entertainers, online presence on social media is what will keep the Fund engaged with its newest stakeholders and will ultimately affect the whole organization’s success, effectiveness, and reach in its services and donations received to continue its services. 

As the HAC only has 151 units that will be completed in 2024, The Residential Building will likely fill very quickly and the list of future residents will likely grow very fast. With this, it can be seen that the main focus of this campaign is and will be community relations on a very close level. It will not be difficult to fill the HAC of deserving artists, but keeping energy up for the project’s development and progress may be made difficult with the current trajectory of The Actors Fund‘s online presence. 

The publics involved in this campaign include entertainers in need who live in California; founding donors, such as Glorya Kaufman, Monica Horan and Phil Rosenthal, Chandra Wilson, Bonnie Comley and Stewart F. Lane, and more; government officials such as Mitch O’Farrell, the 13th District LA City Councilmember and the City of LA Mayor Eric Garcetti, along with the City of Los Angeles Departments of Cultural Affairs and Transportation, the LA Development Fund, and the State of California. Within The Hollywood Arts Collective Campaign Committee, all of the mentioned publics have been involved in this including star actors Dakota and Elle Fanning and Mark Ruffalo. 

Unmentioned publics for this campaign may include the growing generations of artists who work predominantly online. The Actors Fund prides itself on working with every individual within the entertainment industry, such as those in television, film, radio, music, dance, and the performing arts, but be that as it may, there are new divisions of entertainment forming with the younger generations of artists. These publics include entertainers known as “Youtubers”, “content creators”, “streamers”, and “influencers” (although, influencers should be thought of with an asterisks that separates those who are entertainers and those who simply promote brands). 

When building and maintaining effective and successful projects, campaigns, or any other type of initiative for those in need, organizations must build and maintain community relations with all publics in order to receive the support it needs. In the case of The Actors Fund, this is the donations and support that allow the Fund to provide its occupational, mental and physical health, and affordable housing services to entertainers, in addition to the projects and campaigns that enhance these services such as the HAC. 

The HAC is the Fund’s first project of this size as it is the first housing development that is also a community arts center. For the next three years, until the HAC is finished in 2024, The Actors Fund has the opportunity to create new platforms for the project’s progress, results, and above all, the community to bring more energy and excitement toward the campaign with all publics. 

Research

This campaign is the finalization of eleven years of research and development, including a survey – together with the Department of Cultural Affairs of the City of Los Angeles in 2012, The Actors Fund conducted a survey to ascertain the housing needs of LA artists and entertainers.33

Resulting from this survey, the Fund found that the largest need for its public is affordable housing spaces in a state where artists are being priced out, the same state that is known as the creative capital of the world, California, in addition to affordable living spaces, the Fund also found an immense need for creative spaces such as those for rehearsing and presenting in.34

The research for the development of this campaign involved the public that will be directly affected by the housing project, the local arts community of LA and the needs of this community. When organizations such as the Fund conduct research for community relations campaigns, these are the two most important points that companies can use to develop insights and effective objectives. Cornering in on a specific public, and their needs, is the foundation of community relations and what differentiates it from general public relations efforts. 

Further research for the HAC campaign could involve multiple surveys with the residents of the HAC over time, together with the arts community online, to ensure that the Fund is meeting the needs that were presented and the insights that were developed from the 2012 survey, further, the needs of the overall community and how these can be met with the HAC if they currently are not. Apart from occupational stability, aid in health, housing, and space for creation, the Fund may also find needs in the community such as governmental and public services, or acceptance and positivity from other communities. These new surveys could start as soon as today and could continue throughout the development of the founding HAC community, and further with yearly resident and community surveys after the completion of the HAC to ensure The Actors Fund is meeting its goals and the needs of its residents and publics. 

Objective

The most important facet of community relations is creating strong objectives that reflect the values of the company, as these are the values of the community it serves. And in doing this, the Fund also has to create key messages that will support the objectives of the campaign as this is how the Fund is able to communicate with its public. In an effort to reach the affected public of this campaign, The Actors Fund should have the following objectives:

  1. Create a direct connection to the future community of the HAC to increase awareness of The Actors Fund services by 30% by August 2021. 
  2. Maintain awareness and excitement around the HAC with current and future publics up to the development’s completion in 2024. 

It is highly in the interest of The Actors Fund to build more awareness within the community in which it serves and will be serving with the HAC as this can allow the Fund to extend itself to the future generations of entertainers and donors. These objectives are largely written to serve the same purpose but differ in timing, as a step-by-step process, it is important for the Fund to first build awareness for the campaign and to then maintain this awareness for the next three years.

These objectives are aimed openly toward the vision of The Actors Fund and fall within the community relations categories of A) creating a positive reputation of the Fund; B) bringing awareness to the services that the Fund offers to the community; C) increasing support for the overall mission of the Fund; and finally, D) expanding the awareness of the Fund as being a reliable resource for the community. In addition to these categories that will directly affect The Actors Fund on an organizational level, these two objectives also allow all publics to gain inspiration from the philosophy of The Actors Fund. 

For example, future donors may contact the Fund in support of the project with funding to open more arts collectives. Or, for inspiration to turn to The Actors Fund into a consultant for creator housing and production spaces that already exist outside of the organization today. Or, somewhere in between where organizations like talent management groups partner with The Actors Fund in looking to better their community relations efforts with the funds to build housing and creative spaces. All of this can be made possible with campaign objectives that bring more awareness to the Fund and its benevolent services. 

The positive light that The Actors Fund already holds with its current publics will empower the Fund to commit to these two objectives as these publics can function as a stepping stone to the newer generations. Meaning, support from current publics will encourage increased support from growing artist communities who may have not heard of The Actors Fund services before, which can, in turn, improve The Actors Fund’s reach and effectiveness with all entertainment publics. 

Strategies and Tactics

In order to support and communicate the objectives suggested above, The Actors Fund should consider public relations strategies that will help evolve its reach. Currently, the communications strategies of The Actors Fund are to utilize press releases for the media, to update its own website, as well as the utilization of social media platforms including Twitter, Facebook, Youtube, and Instagram.35 On average, the Fund gains less than 100 followers per month – this increase spiked after the Fund started its campaigns for its COVID-19 financial aid resources, and after a few months, this has balanced out to roughly 150 new followers per month.36 In reach (as of April, 2021), The Actors Fund has 22.6 thousand followers on Twitter, 38.6 thousand followers on Facebook, 53.5 thousand followers on Youtube, and the Fund has 36.2 thousand followers on Instagram, which makes an average of 37.7 thousand followers.37 38 39 40 

When examining various strategies that will aid in increasing awareness for the Fund, the follower counts of these platforms can lead public relations specialists to conclude that the focus of the campaign may benefit from the use of social media platforms that incorporate both The Actors Fund accounts as well of those who support the campaign. For example, there are HAC committee members who have follower counts with far greater reach than the Fund. 

On Instagram alone, actor Dakota Fanning has 3.3 million followers; actor Elle Fanning has 5.1 million followers; actor Mark Ruffalo has 19.6 million followers; Los Angeles Mayor Eric Garcetti has 287 thousand followers; and campaign donor Chandra Wilson has 79.5 thousand followers on Instagram.41 42 43 44 45 Neither The Actors Fund nor the HAC campaign are mentioned on these social media pages but would greatly benefit from these accounts as these committee members have an enormous amount of impressionable reach toward younger publics. 

Strategies ─ In communicating with the newer generations of entertainers and donors, asking HAC committee members, like those mentioned above, to embrace the campaign online together with The Actors Fund will greatly assist the Fund in supporting the following strategies:

  1. Create a direct connection to the future community of the HAC to increase awareness of The Actors Fund services by 30% by August 2021. 
    1. Strategy 1: Establish social media accounts for future HAC residents to share their resulting experiences of the HAC by first sharing the project’s progress and goals for 2024. 
  2. Maintain awareness and excitement around the HAC with current and future publics up to the development’s completion in 2024. 
    1. Strategy 2: Incorporate committee members in sharing the project’s progress and goals for 2024 by promoting efforts on both the HAC platforms and the platforms of the committee members. 

Strategies such as these examples are known routes for organizations to improve relations with publics as these strategies will aid in integrating the Fund into the community it serves. Opinion leaders of today, like those within The Hollywood Arts Collective Campaign Committee, can act as extremely advantageous resources in supporting this campaign as those willing will be able to provide positive assurance to future generations with their already-established networks of supporters. Entertainers with a large reach who have been helped by the Fund can also be involved in these strategies. 

Artists who have lived in Fund housing developments, have gone through Fund educational programs, have found jobs through the Fund services, and/or have made use of the Fund’s mental and physical health services, can be made into figureheads of The Actors Fund’s services and philosophy and this can illustrate what can be made possible from the completion of the HAC in 2024. 

Tactics ─ Owing to the fact that the objectives for this suggested community relations campaign only differ in their timeliness, the tactics for the example strategies are written in order of operation rather than being separated by objective. Tactics for these strategies that will provide a foundation for this campaign may include, but are not limited to, the following examples:

  • Strategy 2: Create social media accounts for The Hollywood Arts Collective for the campaign committee to start sharing the progress and goals of the HAC (Twitter, Facebook, Youtube, Instagram, Pinterest, TikTok, Twitch, Discord).
  • Strategy 1: Redesign the ActorsFund.org/HAC web page to feature the HAC social media accounts and to showcase models of the HAC’s possibilities with testimonials of success from those who have utilized multiple Fund services. 
  • Strategy 1 & 2: For reposting artists, initiate a hashtag that HAC residents can use when sharing their experiences through the platforms of both the HAC and campaign’s committee members.
  • Strategy 1: Create and promote a scheduled calendar for Glorya Kaufman Theater performances to be broadcasted online (or, “live streamed”) to all publics live on Facebook, Youtube, and/or Twitch. 
  • Strategy 1 & 2: Between now and the HAC’s completion in 2024, schedule construction updates for the HAC development to be shared by both the HAC platform and the committee members’ platforms every three months. 

Active engagement online has been found to be the most modern form of public relations as all publics heavily use the internet, especially those in the growing generations. And this is also the only point in which The Actors Fund is currently hindered in its communication strategies and tactics.  The  tactics above are all communicated via a web page and social media in hopes to engage the growing entertainment and arts community online. 

These public relations tactics can also double as advertisements for the growing public of the campaign as social media websites allow for posts to be promoted. In this case, it would be suggested to create video posts to promote on platforms like Youtube and Twitch, as these are the websites that the newer entertainers predominantly use. 

Key Messages ─ The language of this suggested campaign, across The Actors Fund, the HAC, and the committee members’ platforms, has been made easy with the virtual groundbreaking of the HAC development and the public relations writers of The Actors Fund already. 

Both the 17-minute video and the 3-minute video for the HAC virtual groundbreaking offer a wide variety of key messages that can be used to share the philosophy of the campaign and the philosophy of The Actors Fund. These messages have also been used in The Hollywood Arts Collective press release and the “About Us” page of The Actors Fund. 

  • “For 139 years, The Actors Fund has been helping people in the arts in need. My passion has been theater and dance and helping causes that help people in these professions. Therefore, The Actors Fund has been the crown jewel in my philanthropic life. I’m so excited about being part of this new project for the performing artists who will receive shelter, support and care in LA.” – Actors Fund founding donor and philanthropist Glorya Kaufman 46
  • “Entertainers in The Hollywood Arts Collective will be the engine of the continued arts-based revitalization of Hollywood.” – Vice Chair, Actors Fund, Annette Bening 47
  • “Live, work, and perform, in the center of creativity in Los Angeles.” – Vice Chair, Actors Fund, Annette Bening 48
  • “We encourage and celebrate curiosity, creativity and innovation.” 49
  • #HollywoodArtsCollective

More key messages can be found through the ActorsFund.org/HAC web page and The Actors Fund’s “About Us” page.

The purpose of creating key messages is to reflect a uniform perception of the campaign toward the public that can be applied throughout all tactics. In the examples above, messages can be seen as humble to allow room for others to promote the services of the Fund more directly. This communications strategy has been found to be the most effective for all publics and can also be performed with a combination of the Fund’s key messages with promotions from outside forces through positive testimonials tied to messages. Social media platforms allow for a unique standpoint with the application of comments and engagement. In the case of strong support, like the Fund already has with its current public, future publics can see the humility of the Fund and the boastfulness of its support as a point of true authenticity in The Actors Fund’s benevolent mission and values. 

As a starting point, the suggested The Hollywood Arts Collective social media platforms could start by posting the virtual groundbreaking videos as these currently have very few views online due to the Fund’s low social media presence. Additionally, another example strategy that is not listed above would be to directly reach out to Youtubers and streamers and to ask them to join the HAC campaign committee in hopes to have a better reach for both awareness and for future surveys to determine the needs of the growing generation within the arts community. These creators, then active committee members, would then be involved in above strategies and tactics.  

Evaluation

For the suggested future of The Actors Fund’s Hollywood Arts Collective campaign, community relations effectiveness and increases in awareness can be measured with an analysis of the survey conducted in 2012 and the suggested resident and community needs surveys. The suggested surveys for contemporary arts community-needs should be conducted starting June 1st or sooner, and the first residents-needs survey should be conducted as soon as the list of the first 151 residents has been completed for their move-in date in 2024. And as suggested above, the residents-needs survey should be conducted yearly. All of which is to ensure that the HAC campaign is meeting the initial objective of the project, providing a stable space for creators to create, found by the insights in the 2012 arts community survey.

In evaluating the suggested objectives, The Actors Fund should consider collecting the followers and engagement rates with social media posts from the initial announcement on the HAC campaign to then compare to followers and engagement rates in August of 2021, the completion of the project in 2024, and then in the future after the HAC community has been formed. These posts also include the view count on the 17-min virtual groundbreaking video. 

The first objective suggested for the future of this campaign has a goal to increase awareness of The Actors Fund services by 30% to create a direct connection to the future community of the HAC and the second objective’s goal is to maintain this gained awareness up to the development’s completion in 2024. In addition to social media followers and engagement, the Fund can also look to see if it is reaching the growing generation by looking at the age range of its followers on social media. For other possible objectives in meeting new generations, the Fund can also purposely select younger audiences for promoted posts in order to make certain that it is reaching newer generations of entertainers, and then follower age can be another point of comparison to analyze for the effectiveness of this campaign. 

The future is already looking bright for The Actors Fund with its glorious amount of support backing The Hollywood Arts Collective, but this is also an exciting time for the Fund to look into new areas of community relations as it is looking to actively meet the needs of the arts community. This venture comes at a time in which The Actors Fund is already found to be thriving and supported, most recently with its monumental COVID-19 financial aid relief campaigns. 

As a community-based nonprofit organization, The Actors Fund can employ its massively positive public perception and its supercentenarian reputation of strong values in stability and equality for the arts community to generate an influential amount of awareness toward The Hollywood Arts Collective campaign, which can then be used as a launching pad for future arts collective projects in other creative cities and other creative countries.

References:

1. Actors Fund. (2020, June 10). About Us. Actors Fund. https://actorsfund.org/about-us.
2. Actors Fund. (2020, June 10). About Us. Actors Fund. https://actorsfund.org/about-us.
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14. Garvey, M. (2020, April 27). ‘Melrose Place’ cast to reunite for a special to support The Actors Fund. CNN. https://www.cnn.com/2020/04/27/entertainment/melrose-place-reunion/index.html. 
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