Bill Fennelly — Discovery Call - May 07

VIEW RECORDING - 24 mins (No highlights)

Meeting Purpose

To explore building a website for Bill Fennelly's career transition.

Key Takeaways

• Goal: Build a website to support Bill Fennelly's career shift from academia to full-time freelance directing, leveraging new momentum from an Oregon Shakespeare Festival opportunity and agency representation.

• Brand Focus: The site will highlight a unique value proposition: expertise in developing new theatrical works from concept to stage, using the musical Fly By Night as a key case study.

• Platform Decision: The choice between Squarespace (simpler, lower cost) and Webflow (more powerful, higher cost) hinges on portfolio size and update needs.

• Next Step: A paid "Blueprint" strategy call will define project scope, platform, and cost. The fee is a deposit on the final project.

Topics

Career Transition & Website Goal

• Bill Fennelly is transitioning from a tenured university position to full-time freelance directing.

• Primary Goal: Build a website to tell a compelling career story and attract new work.

• Key Momentum Drivers:

  • Directing the main musical at Oregon Shakespeare Festival next season.

  • New representation with Michael Moore.

• Core Narrative: Position Fennelly as an expert in new work development (director/dramaturg) and reimagining classics, while also showcasing teaching, consulting, and coaching skills.

Brand Strategy & SEO

• Unique Selling Proposition (USP): Expertise in shepherding new theatrical works through development.

• Portfolio Strategy:

  • Principle: "Honor the past, present the present, design the future."

  • Decision Point: Showcase projects as single, narrative pages (e.g., Fly By Night's full development history) or as separate pages for distinct phases.

• SEO & Identity:

  • Challenge: Fennelly shares a name with a famous basketball coach, creating search confusion.

  • Solution: Use SEO and digital PR to establish the new site as the definitive hub for the director.

    • Hub-and-Spoke Model: Link all external profiles (People's Light, Drexel, Playbill) back to the new site to signal its authority to search engines.

Platform Options & Trade-offs

• Squarespace:

  • Pros: User-friendly drag-and-drop builder, lower cost, easy for client self-updates.

  • Cons: Less design flexibility; manual updates required for site-wide content (e.g., adding a book promotion to 200 project pages).

• Webflow:

  • Pros: More powerful, dynamic platform with greater design freedom. Ideal for large portfolios (30+ projects).

  • Cons: Higher cost (often doubles) due to the need for a developer; client updates are form-based, not visual.

• Wix: Not recommended. Perceived as a DIY platform that produces less professional results than Squarespace.

Project Process & Support

• Blueprint Call: A paid strategy session to define project scope and cost. The fee is a deposit on the final project.

• Content Strategy:

  • For large portfolios, launch with a "top 50" projects ready.

  • Other projects can launch with placeholder pages ("Content coming soon") to manage the workload.

• Post-Launch Support:

  • Custom video tutorials for client self-updates.

  • Optional team for updates at $1.50/hour, with no minimums.

Next Steps

• Tony Howell & Co.:

  • Send AI meeting summary.

  • Send link to book the paid "Blueprint" strategy call.

• Bill Fennelly:

  • Consider which projects to feature and how to structure their stories.

  • Book the "Blueprint" call to define project scope and cost.

Action Items

• Draft storyboard/outline for website structure/pages - WATCH (5 secs)

• Compile prioritized show list; note single vs multi-page treatment - WATCH (5 secs)

• Send AI summary to Bill; then send Blueprint call booking link - WATCH (5 secs)

Bill Fennelly — Full Digital Blueprint - June 25

VIEW RECORDING - 103 mins (No highlights)

Meeting Purpose

Define Bill Fennelly's brand strategy and website plan.

Key Takeaways

• Career Shift: Pivot from a 75% teaching/25% directing mix to an 85% directing/15% freelance teaching model, with a focus on Shakespeare, opera, and new work.

• Brand Narrative: Position Fennelly as a "Director" (not "Director & Educator") whose work "wakes up audiences to change the world" by reimagining classics and critiquing American mythology.

• Website Strategy: Build a phased site (Parking Page → Brochure → Full Site) to control the narrative, establish SEO authority, and attract desired projects.

• Platform Decision: Squarespace is the likely choice for its cost-effectiveness, as Fennelly prefers a managed site and Webflow's advanced features would require a developer.

Topics

Career & Revenue Shift

• Current State (2022–2025):

  • Revenue: 75% Teaching (95% Drexel, 5% freelance masterclasses), 25% Directing (mostly musical revivals).

  • Projects: No Shakespeare or opera.

• Ideal State (2037):

  • Revenue: 85% Directing, 15% Teaching (freelance only).

  • Directing Mix: 50% Revivals, 25% Shakespeare, 12.5% New Work, 12.5% Opera.

• Goal: Use the website to attract the desired directing projects and freelance teaching opportunities.

Brand Narrative & USP

• Core Identity: A director who honors the past while designing the future.

• Unique Selling Proposition (USP):

  • Ethos: Theater can change the world for the better.

  • Themes: Critique of American dream mythology, finding light in dark places, and social commentary.

  • Impact: "Wake up audiences and artists" to inspire action.

• Positioning: "Director" is the primary identity. Teaching will be a separate, secondary section.

Website Strategy & Structure

• Phased Rollout:

  1. Parking Page: A single "Coming Soon" page to capture leads and establish SEO authority.

  2. Brochure Site: An expanded page featuring current projects (Hairspray, Shrek) and a basic bio.

  3. Full Site: The complete "Dream Home" with a full portfolio and dedicated pages.

• Homepage: A "concierge" for current projects, featuring banners for Hairspray and Shrek.

• Portfolio: Not a comprehensive database, but a curated showcase.

  • Collections: Organize work by genre (Shakespeare, Opera, New Work) or theme ("New Voices," "Panto").

  • Featured Work: Strategically highlight high-profile projects (Jersey Boys, Lion King) to create a "wow" factor.

  • Project Pages: Each page will include photos, videos, pull quotes, and director's notes.

• About Page: A "dating profile" to build personal connection and explain the "why" behind the work.

• Teaching Page: Detail freelance offerings (dramaturgical support, language coaching, career coaching).

• Contact Page: Direct inquiries to Fennelly's agent while offering a direct message option for new work submissions.

Platform & Timeline

• Platform Decision:

  • Webflow: Offers superior customization and an easy-to-use content management system (CMS) for future updates. Requires a developer, increasing cost.

  • Squarespace: A more cost-effective option for a managed site. Updates are less streamlined but sufficient if Fennelly is not editing the site directly.

• Timeline:

  • Parking Page: Launch within 4 weeks.

  • Full Site: Target completion for Fall 2026.

Digital Presence & Email

• Domain: Secure BillFennelly.com or BillFennellyDirector.com for professional branding and SEO.

• Email: Migrate to a professional domain-based email (bill@billfennelly.com).

  • Aliases: Use addresses like press@... or newworks@... to filter and color-code incoming emails.

  • Signature: Add a consistent signature with a link to the new website.

• Social Media:

  • Strategy: Use social profiles as "spokes" to drive traffic to the website "hub."

  • Consistency: Maintain a consistent name, handle, and headshot across all platforms.

  • Content: Increase production photos on Instagram to better reflect the work.

Next Steps

• Bill Fennelly:

  • Select 15–20 projects for the initial portfolio build, ensuring a diverse representation of work.

  • Complete the "Heart, Brain, and Courage" brand questionnaire.

• Tony Howell:

  • Research domain availability (BillFennelly.com, etc.).

  • Gather quotes for Webflow development.

  • Prepare and send a proposal with platform options and pricing.

Bill Fennelly — Proposal Q&A - July 23

VIEW RECORDING - 19 mins (No highlights)

Meeting Purpose

Finalize the website project timeline and clarify scope details.

Key Takeaways

• Timeline Extended: The project deadline is extended to Nov 14 to accommodate Bill's university show opening. The contract will include a clause for this extension, with hourly billing for any work needed after the new deadline.

• Email Scope Approved: Bill approved the professional email scope (bill@billfennellydirector.com) after Tony clarified the technical process (mail forwarding) and strategic value (professional gravitas, brand consistency).

• YouTube Scope Approved: Bill approved the curated YouTube channel scope, which mirrors the website's video organization to maximize discoverability and drive traffic to the site.

• Hosting & Email Discount: Tony secured a discount on Squarespace hosting, which includes one year of professional email free, saving Bill money.

Topics

Project Timeline & Deadline

• Initial Plan: 3-month project (July–Sept).

• Constraint: Bill's travel schedule (in Philly for 2 weeks, then Bali Aug 23–Sept 6) and a university show opening in late Oct/early Nov.

• Decision: Extend the project deadline to Nov 14.

  • Rationale: This provides flexibility for the show opening while maintaining momentum.

  • Contract Clause: The agreement will formalize the extension and specify that any work needed after Nov 14 will be billed hourly.

    • Rationale: This prevents project stagnation, a common issue with clients who delay launches due to "opening night anxiety."

Email Scope & Strategy

• Initial Concern: Bill questioned the value of a new professional email, preferring his simple chronological workflow.

• Tony's Rationale: A professional email (bill@billfennellydirector.com) is critical for brand gravitas and daily marketing.

  • Technical Process: The transition will be seamless.

    • Mail forwarding from the old Gmail → new inbox.

    • All historical emails will be migrated.

  • Strategic Value: Creates a professional "digital stationery" for all business interactions, reinforcing the brand and driving traffic to the new website.

• Decision: Bill approved the professional email scope.

YouTube Scope & Strategy

• Initial Concern: Bill was unsure about the value of a curated YouTube channel.

• Tony's Rationale: A curated channel is a powerful discoverability tool that drives traffic to the website.

  • Casting Director Behavior: Casting directors often search YouTube directly (e.g., "Hairspray Cape Playhouse"), making a curated channel a key touchpoint.

  • Brand Consistency: The YouTube channel will mirror the website's video organization (e.g., playlists for Musicals, Plays, Opera), creating a cohesive brand experience.

  • Example: Tony showed Chelsea RC's site and channel, which are identical in layout to ensure a consistent first impression.

• Decision: Bill approved the curated YouTube channel scope.

Hosting & Email Logistics

• Clarification: Bill had purchased a 5-year Squarespace domain but not the separate hosting or email services.

• Tony's Solution: Tony will secure Squarespace hosting at a discounted rate, which includes one year of professional email free.

  • Rationale: This saves Bill money and simplifies the setup process.

Next Steps

• Tony:

  • Revise and send the proposal with the Nov 14 deadline and hourly billing clause.

  • Begin sourcing photos/videos upon deposit receipt.

• Bill:

  • Sign the revised proposal and submit the deposit.

  • Schedule the project kickoff call via the link in the proposal.

  • Complete the brand questionnaire provided by Tony.

Bill Fennelly - Kickoff Call - July 30

VIEW RECORDING - 46 mins (No highlights)

Meeting Purpose

Onboard Bill Fennelly, review initial concepts, and launch the website.

Key Takeaways

• Website Live: billfennellydirector.com is now live with a temporary parking page to begin collecting email subscribers.

• Hosting Purchased: Annual Squarespace hosting ($145) was purchased using a pricing workaround (Indonesian IDR) to secure a free year of Google Workspace.

• Email Blocked: The free custom email (bill@...) is blocked because the domain was purchased separately. Tony will contact Squarespace support to resolve this.

• Content Gathering: Bill's primary task is to upload all project media to the shared Google Drive within one month to enable the next design phase.

Topics

Website Launch & Hosting

• Hosting Purchased: Annual Squarespace hosting was purchased to make the website live and unlock the free Google Workspace offer.

  • Cost: $145 for the first year (renews at $168/yr).

  • Method: A pricing workaround using Indonesian IDR was used to secure a rate significantly lower than US pricing ($29/mo).

• Parking Page Live: A temporary parking page is now live at billfennellydirector.com.

  • Function: Collects email subscribers and provides a public link to the Press & Media Kit.

  • Rationale: This page is a placeholder for a maximum of one week to build momentum while the full site is developed.

Google Workspace & Email Setup

• Goal: Set up a professional custom email (bill@billfennellydirector.com) for free via the Google Workspace offer included with hosting.

• Blocker: The free email setup is blocked.

  • Cause: The domain was purchased separately from the hosting plan.

  • Resolution: Tony will contact Squarespace support to connect the domain and activate the offer.

• YouTube Strategy: A new YouTube channel will be created under the new Google Workspace account.

  • Rationale: This ensures the channel is tied to the professional brand, not a personal Gmail.

  • Plan: Olivia (Tony's team) will find and organize video clips into show-specific playlists, which will remain unlisted until approved by Bill.

Content Strategy & Organization

• Brand Questionnaire Analysis: Tony analyzed Bill's questionnaire to define content strategy.

  • Yellow: Current realities (e.g., "highly intellectual, but very base level humor").

  • Green: Future goals (e.g., attract more plays and musicals).

  • Magenta: "Creative shrapnel" for potential reuse (e.g., book content).

• Google Drive Structure: A shared Google Drive is the central repository for all project media.

  • Organization: Folders for each show, with subfolders for specific productions (e.g., Hairspray > Cape Playhouse 2014).

  • Rationale: This structure is critical for informing the final website layout, as content dictates form.

• Press & Media Kit: A public folder within the Drive is live and accessible via a direct link from the parking page.

  • Current Contents: Approved photos and a full CV.

  • Rationale: This provides immediate, self-serve access to press materials, reducing email requests.

Collaboration Tools

• Client Portal: The central hub for all project communication and assets.

  • Access: Link in email headers/footers and on the tonyhowell.co website.

  • Function: Houses the project dashboard, files, scheduling links, and future tasks.

• Documentation Page: A dedicated page (billfennellydirector.com/documentation) will be built to house all project links and video tutorials for long-term site management.

Next Steps

• Bill:

  • Upload all project media (photos, videos) to the shared Google Drive within one month.

  • Organize media into show-specific folders with production details (e.g., Show Title > Theater Name 20XX).

• Tony:

  • Contact Squarespace support to activate the free Google Workspace email offer.

  • Create a visual mood board for brand direction (fonts, colors) based on questionnaire analysis.

  • Record a video update on progress for the documentation page instead of scheduling a new meeting.

• Olivia (Tony's Team):

  • Once email is active, begin finding and organizing video content into unlisted YouTube playlists.