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National Arts Marketing Project: Creating great A/V content on a shoestring
1. Conquering the Fear Factor:
Creating and Promoting Great A/V
Content on a Shoestring
2. Karina Mangu-Ward
Eric Winick
Shoshana Fanizza
Director of Activating
Innovation, EmcArts
Director of Marketing
Playwrights Horizons
Founder
Audience Development
Specialists
Planning
Production
Distribution Strategy
11. Story 2: THE ARTISTIC PROCESS IS FASCINATING
•
•
•
Sit-down interviews
with playwrights,
actors, directors
Video interviews on
location
Audio Podcasts
12. Option 3: THE FUN IS HAPPENING BEHIND THE
SCENES AND I DIDN’T WANT YOU TO MISS IT
• Time lapse
photography
• Making-of docs
• Process reflection
20. A NEW MINDSET
• START WITH SMALL EXPERIMENTS (WITH
RADICAL INTENT)
• SEE FAILURE AS LEARNING
• REDEFINE SUCCESS
21. Two More Fears
3. A/V content is too expensive and timeconsuming to produce!
4. I don’t have the tools! I don’t know
how to use them!
Eric Winick
Director of Marketing
Playwrights Horizons
ewinick@phnyc.org
31. Video
Five items you’ll need:
• Camera: digital video
or still camera w/
video capability
• Tripod
• Light source
• Way to capture sound
• Editing software
39. Three Closing Tips
• Change the game plan
• Remember attention span
• Call to action
Eric Winick
Director of Marketing
Playwrights Horizons
ewinick@phnyc.org
51. Are there other places I can use my content?
Other ideas
! Before or after an event
! During an event?
! At other arts venues
! Create a live Hangout on Google+
! Live radio shows
! Other people's podcasts and radio shows
! For television publicity
! Local programming shows
! Surveys and polls
! Wacky places that make sense
51
52. Fear # 6:
I'm not sure what to do with the content once
it is out there.
52
53. How can I use my video/audio to build
my audiences and engage with them?
53
54. How can I use my video/audio to build
my audiences and engage with them?
54
55. How can I use my video/audio to build
my audiences and engage with them?
! If doing a live show, ask them to chime in!
! Action: Post links to buy tickets or get other info.
! Offer to answer their questions and concerns.
! Ask them to provide video/audio in response.
55
56. Fear # 7:
Is it worth the effort?
Can I get my content to go viral?
56
57. How can I go viral? The better question,
how can I make my content sharable?
Measure to see if
you are doing well!
57
58. How can I go viral? The better question,
how can I make my content sharable?
When to post?
58
59. How can I go viral? The better question,
how can I make my content sharable?
Frequency?
59
60. How can I go viral? The better question,
how can I make my content sharable?
Series vs. Single?
60
61. How can I go viral? The better question,
how can I make my content sharable?
Remember!
61
62. How can I go viral? The better question,
how can I make my content sharable?
M!A!E!G!I!C!
Memorable!
Awww!
Emotional!
Good Information!
Creative!
62
63. How can I go viral? The better question,
how can I make my content sharable?
Easy to share...
63
66. Karina Mangu-Ward
Director of Activating
Innovation, EmcArts
@KarinaMW
Eric Winick
Director of Marketing
Playwrights Horizons
Shoshana Fanizza
Founder
Audience Development
Specialists
@AudienceDevSpec
Caleb Custer
Founder,
Grey Ship
@Calebcuster