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

3. FEAR #1:
I DON’T KNOW
WHERE TO START!

4. 3 Guiding Questions
• Why am I making A/V content?
• What type of story might I tell?
• How will I make my story compelling?

5. Guiding Question #1
WHY AM I MAKING
AUDIO/VISUAL CONTENT?

6. Reason 1: EVERYONE ELSE IS DOING IT!

7. Reason 2: I NEED TO SELL TICKETS

8. Reason 3: I WANT TO CONNECT WITH MY
AUDIENCES IN A NEW WAY

9. Guiding Question #2
WHAT TYPE OF STORY
MIGHT I TELL?

10. Story1: MY PRODUCT IS AWESOME
• Trailers
• Teasers

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

13. Guiding Question #3
HOW WILL I MAKE MY STORY
COMPELLING?

14. GIVE INTIMATE ACCESS
• Give backstage access
• Extend access to characters and actors

15. OFFER NEW PERSPECTIVES
• Tap unexpected voices
• Highlight unusual points-of-view
• Communicate deeper meaning

16. BY EXCITING AND DELIGHTING
• Highlight comedy
• Be revealing

17. These 3 Guiding Questions Will
Help You:
• Clarify your goals
• Identify your assets
• Find your hook

18. FEAR #1:
I DON’T KNOW
WHERE TO START!

19. FEAR #2:
I’LL FAIL!

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

22. Audio?
Seriously?
• “Quick content”: not as time-consuming
• Portability of media
• Get something out there sooner

23. Audio
Four items
you’ll need:
• Digital recorder
• Microphone
• Headphones
• Editing software

24. Recorders
Low-end:
Tascam PCM Recorder:
FREE iPhone app
With IM2 mic: $23
High-end:
Marantz Portable Digital
Audio Recorder:
$338-659

25. Microphones
Low-end:
Shure PG57-LC Cardioid
Handheld Dynamic Mic: $54
High-end:
Shure SM58-LC Cardioid
Handheld Dynamic
Microphone: $99

26. Headphones
Low-end:
Sennheiser HD201 Pro
Circumaural Closed Back
Headphones: $24
High-end:
Sennheiser HD518 Open-back
Around-Ear Stereo
Headphones: $101

27. Software
Express Scribe
(transcription):
FREE
Audacity (editing):
FREE
Jamendo.com (music):
FREE

28. Stick it up on Soundcloud!

29. Audio: final tips
• Quiet space
• Match ambient
• Edit on paper first!
• Add time codes
• Weave in music or ‘found sound’

30. Video: Take that time.

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

32. Camera
Low-end:
• iPhone/FlipCam
• Canon PowerShot
Elph: $169
High-end:
Canon EOS Rebel T3i:
$800

33. Tripod
Velbon
Aluminum:
$39-230

34. Lighting
Low-end:
High-end: Lowel
Tota-Light Trans-Kit
LB35: $700

35. Sound
Low-end:
Camera mic or sync
sound with
digital recorder
High-end:
Shure SM93
Lavalier Mic:
$135 each

36. Editing Software
iMovie: FREE (on Mac)

37. Online Resources

38. Video: A
couple tips
• Where will your
video appear?
• Vary the look

39. Three Closing Tips
• Change the game plan
• Remember attention span
• Call to action
Eric Winick
Director of Marketing
Playwrights Horizons
ewinick@phnyc.org

40. Fear # 5:
Hashtag:
#auddev
I don't know how to distribute
video or audio content.
40

41. Where should I post a video or audio file?
Your
Website
41

42. Where should I post a video or audio file?
Create and share...
42

43. Where should I post a video or audio file?
Live and share...
Webinars!
43

44. Where should I post a video or audio file?
Name, Tags, Links
44

45. Where should I post a video or audio file?
Email Mavens!!!
45

46. Where should I post a video or audio file?
Embedding
Your
Website
Friend's
Website
Other
Website
Using
a
Widget
46

47. Are there other places I can use my content?
Blogs
47

48. Are there other places I can use my content?
Calendars & Online Showcases
48

49. Are there other places I can use my content?
Newspapers
49

50. Are there other places I can use my content?
Fundraisers
50

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

64. Any last thoughts?
64

65. Questions

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