7th Floor Theatre is a one man operation run by Hayden Burke. He has produced many performances including Australian Open which received glowing reviews and produced other successful plays includingSprout, and Where’s My Money?.

Hayden runs a monthly event at PIP Theatre called PLAYground wherein no-one except the Hayden knows what play will be performed, right up until the actors read the words off a screen and perform them in a process known as cold reading. This is a fun event which fosters local community through showcasing local playwrights and actors and allows everyone to engage with theatre in a relaxed and casual way.

I met the artistic director Hayden Burke at one of these events, when he asked for a volunteer to help grow the 7th Floor social media, with a particular focus on Facebook.

Goal: to grow 7th Floor social media accounts through regular promoting of their monthly PLAYground events in which no one knows anything about the play to be performed until actors perform it and read the lines themselves while performing.

While 7th Floor doesn’t have a website per se, it does have a Linktree where all calls to action is directed to and followers can buy tickets, submit scripts or otherwise learn about 7th Floor as a company through their past productions.

This volunteer arrangement is ongoing and requires me to photograph the events, edit the photos, ideate and write captions, and schedule the posts using the Meta Business platform, with once weekly posts, which increases to 3 the week before a PLAYground event. I really love this this opportunity, as I have enjoyed learning about theatre, watching plays, and learning all about that happens behind the scenes.

I started with Hayden in May of 2025 and in our initial conversations, Hayden expressed his desire to reach 2000 followers on Facebook, and which was achieved in mid March 2026.

My skills in photography, photo editing, and caption writing have improved in this time, in addition to having experienced many great performances by local actors.

I use Lightroom and Photoshop, Meta Suite, and Canva in order to create, edit and schedule content, while relying on the guidance from Sprout Social for posting times that align with 7th Floor scheduling requirements.

Canva Posts typically involve the PLAYground logo and some wordplay involving the word play in line with the event.

I also write every single caption for every post I create, and have the notepad drafts to prove it. Some of my favourite captions to write are the ones recapping an event, as they give the audience a chance to reflect on the fun they had or be envious on what they missed out on. In the examples below, […] is the spot I use to customise the CTA for either Facebook or Instagram. Some examples of these captions include:

From the 6th August, 2026:

What a fun and compelling night we had on Monday! Our playwright this month gave us a warm, likeable psychologist Andy, played by Izzie, who gave us the REAL reason psychologists often have their own psychologists. Calum masterfully puppeteered Wags – an invisible friend who most of us would change ALL of our bad habits for, and the many other actors and characters who brought life to the evening. The next PLAYground is on September 14 at PIP theatre – join the fun with either a reader (acting) ticket, or enjoy the action unfold with an audience ticket. Have a favourite moment from Monday? Pop it in the comments below! Grab your ticket from […]

From the 23th July 26:

ICYMI – Here is some of the dramatic action from Monday night. A play that had been left in a drawer for far too long saw the light of day and made the audience laugh and send the main character to therapy; some great show and tells; and some wonderful monologues that had us all thinking about the world (and our fridges) a bit differently. Want in on the fun? You’re in luck! The next PLAYground is in TWO WEEKS! That’s right! August 3rd, at PIP Theatre. Book a reader ticket and find yourself on the stage, or sit back, relax, and let everyone else do the hard work with an audience ticket. All the same, go to […] and see you there!

From the 9th April 2026:

PLAYing pretend is fun! Are we on spaceship named after an Ancient Greek Goddess? Or are we in a rusty old truck drinking cheap coffee and trading made up tales? What adventures we’ll have on Monday when we go to PLAYground at PIP and PLAY all sorts of pretend! What do you think these 2 actors are pretending to do? Wrong answers only, of course! Want to PLAY pretend? Want to watch people play pretend? Book your tickets for PLAYground this Monday […] – doors open at 6pm for a 6:30 start and let’s all PLAY!

As a baseline, I started tracking reach, likes/reacts and shares in early June, and follower growth in early July.

At the present time, I expect Instagram followers to reach 1000 around October. This is, in some part, due to the majority of actors have profiles there, and tagging them increases engagement on that side.

At the time of joining 7th Floor, I didn’t have a professional camera, and so was limited to using my phone camera. In March of 2026, I bought a secondhand Canon R5100, and there is a significant improvement in photograph quality and editing, which is particularly impressive considering I am just as clueless to the action as everyone else is. This includes needing to learn how to deal with constraints around lighting, action and setting. Shooting with camera raw also allows more nuanced editing in Adobe Lightroom, resulting in only using Photoshop to crop, add logos, and add strategic shadows before exporting and publishing.

Most successful posts are ones featuring the writer of the month. While they weren’t the most stylistically consistent with the 7th Floor brand, they do have the advantage of enticing the writer’s existing audience to come to a PLAYground event and watch the wordsmith’s work in a newer, less polished form, in the same way that you might be able recognise a valuable gem in it’s raw state.