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Conquering the Fear Factor:
Creating and Promoting Great A/V
Content on a Shoestring
Karina Mangu-Ward

Eric Winick

Shoshana Fanizza

Director of Activating
Innovation, EmcArts

Director of Marketing
Playwr...
FEAR #1:

I DON’T KNOW
WHERE TO START!
3 Guiding Questions
•  Why am I making A/V content?
•  What type of story might I tell?
•  How will I make my story compel...
Guiding Question #1
WHY AM I MAKING
AUDIO/VISUAL CONTENT?
Reason 1: EVERYONE ELSE IS DOING IT!
Reason 2: I NEED TO SELL TICKETS
Reason 3: I WANT TO CONNECT WITH MY
AUDIENCES IN A NEW WAY
Guiding Question #2
WHAT TYPE OF STORY
MIGHT I TELL?
Story1: MY PRODUCT IS AWESOME
•  Trailers
•  Teasers
Story 2: THE ARTISTIC PROCESS IS FASCINATING
• 
• 
• 

Sit-down interviews
with playwrights,
actors, directors
Video inter...
Option 3: THE FUN IS HAPPENING BEHIND THE
SCENES AND I DIDN’T WANT YOU TO MISS IT
•  Time lapse
photography
•  Making-of d...
Guiding Question #3
HOW WILL I MAKE MY STORY
COMPELLING?
GIVE INTIMATE ACCESS

•  Give backstage access
•  Extend access to characters and actors
OFFER NEW PERSPECTIVES

•  Tap unexpected voices
•  Highlight unusual points-of-view
•  Communicate deeper meaning
BY EXCITING AND DELIGHTING

•  Highlight comedy
•  Be revealing
These 3 Guiding Questions Will
Help You:
•  Clarify your goals
•  Identify your assets
•  Find your hook
FEAR #1:

I DON’T KNOW
WHERE TO START!
FEAR #2:

I’LL FAIL!
A NEW MINDSET
•  START WITH SMALL EXPERIMENTS (WITH
RADICAL INTENT)
•  SEE FAILURE AS LEARNING
•  REDEFINE SUCCESS
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 ...
Audio?
Seriously?
•  “Quick content”: not as time-consuming
•  Portability of media
•  Get something out there sooner
Audio
Four items
you’ll need:
•  Digital recorder
•  Microphone
•  Headphones
•  Editing software
	
  
Recorders	
  
Low-end:
Tascam PCM Recorder:
FREE iPhone app
With IM2 mic: $23
High-end:
Marantz Portable Digital
Audio Rec...
Microphones
Low-end:
Shure PG57-LC Cardioid
Handheld Dynamic Mic: $54
High-end:
Shure SM58-LC Cardioid
Handheld Dynamic
Mi...
Headphones
Low-end:	
  
Sennheiser HD201 Pro
Circumaural Closed Back
Headphones: $24
High-end:	
  
Sennheiser HD518 Open-b...
Software 	
  
Express Scribe
(transcription):
FREE
Audacity (editing):
FREE
Jamendo.com (music):
FREE
Stick it up on Soundcloud!
Audio: final tips 	
  
•  Quiet space
•  Match ambient
•  Edit on paper first!
•  Add time codes
•  Weave in music or ‘fou...
Video: Take that time.
Video
Five items you’ll need:
•  Camera: digital video
or still camera w/
video capability
•  Tripod
•  Light source
•  Wa...
Camera	
  
Low-end:
•  iPhone/FlipCam
•  Canon PowerShot
Elph: $169
High-end:
Canon EOS Rebel T3i:
$800
Tripod	
  
Velbon
Aluminum:
$39-230
Lighting	
  
Low-end:
High-end: Lowel
Tota-Light Trans-Kit
LB35: $700
Sound	
  
Low-end:
Camera mic or sync
sound with
digital recorder
High-end:
Shure SM93
Lavalier Mic:
$135 each
Editing Software	
  
iMovie: FREE (on Mac)
Online Resources	
  
Video: A
couple tips	
  
•  Where will your
video appear?
•  Vary the look
Three Closing Tips	
  
•  Change the game plan
•  Remember attention span
•  Call to action
	
  

Eric Winick
Director of ...
Fear # 5:

Hashtag:
#auddev

I don't know how to distribute
video or audio content.

40	
  
Where should I post a video or audio file?
Your	
  Website	
  

41	
  
Where should I post a video or audio file?
Create and share...

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

Webinars!

43	
  
Where should I post a video or audio file?
Name, Tags, Links

44	
  
Where should I post a video or audio file?
Email Mavens!!!

45	
  
Where should I post a video or audio file?
Embedding
Your	
  Website	
  
	
  Friend's	
  Website	
  

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

47	
  
Are there other places I can use my content?
Calendars & Online Showcases

48	
  
Are there other places I can use my content?
Newspapers

49	
  
Are there other places I can use my content?
Fundraisers

50	
  
Are there other places I can use my content?
Other ideas

! Before or after an event
! During an event?
! At other arts ve...
Fear # 6:
I'm not sure what to do with the content once
it is out there.

52	
  
How can I use my video/audio to build
my audiences and engage with them?

53	
  
How can I use my video/audio to build
my audiences and engage with them?

54	
  
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!
! A...
Fear # 7:
Is it worth the effort?
Can I get my content to go viral?

56	
  
How can I go viral? The better question,
how can I make my content sharable?
Measure to see if
you are doing well!

57	
  
How can I go viral? The better question,
how can I make my content sharable?
When to post?

58	
  
How can I go viral? The better question,
how can I make my content sharable?
Frequency?

59	
  
How can I go viral? The better question,
how can I make my content sharable?
Series vs. Single?

60	
  
How can I go viral? The better question,
how can I make my content sharable?
Remember!

61	
  
How can I go viral? The better question,
how can I make my content sharable?

M!A!E!G!I!C!
Memorable!
Awww!
Emotional!
Goo...
How can I go viral? The better question,
how can I make my content sharable?

Easy to share...

63	
  
Any last thoughts?

64	
  
Questions
Karina Mangu-Ward
Director of Activating
Innovation, EmcArts

@KarinaMW

Eric Winick
Director of Marketing
Playwrights Hor...
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National Arts Marketing Project: Creating great A/V content on a shoestring

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National Arts Marketing Project: Creating great A/V content on a shoestring

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National Arts Marketing Project: Creating great A/V content on a shoestring

  1. 1. Conquering the Fear Factor: Creating and Promoting Great A/V Content on a Shoestring
  2. 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. 3. FEAR #1: I DON’T KNOW WHERE TO START!
  4. 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. 5. Guiding Question #1 WHY AM I MAKING AUDIO/VISUAL CONTENT?
  6. 6. Reason 1: EVERYONE ELSE IS DOING IT!
  7. 7. Reason 2: I NEED TO SELL TICKETS
  8. 8. Reason 3: I WANT TO CONNECT WITH MY AUDIENCES IN A NEW WAY
  9. 9. Guiding Question #2 WHAT TYPE OF STORY MIGHT I TELL?
  10. 10. Story1: MY PRODUCT IS AWESOME •  Trailers •  Teasers
  11. 11. Story 2: THE ARTISTIC PROCESS IS FASCINATING •  •  •  Sit-down interviews with playwrights, actors, directors Video interviews on location Audio Podcasts
  12. 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. 13. Guiding Question #3 HOW WILL I MAKE MY STORY COMPELLING?
  14. 14. GIVE INTIMATE ACCESS •  Give backstage access •  Extend access to characters and actors
  15. 15. OFFER NEW PERSPECTIVES •  Tap unexpected voices •  Highlight unusual points-of-view •  Communicate deeper meaning
  16. 16. BY EXCITING AND DELIGHTING •  Highlight comedy •  Be revealing
  17. 17. These 3 Guiding Questions Will Help You: •  Clarify your goals •  Identify your assets •  Find your hook
  18. 18. FEAR #1: I DON’T KNOW WHERE TO START!
  19. 19. FEAR #2: I’LL FAIL!
  20. 20. A NEW MINDSET •  START WITH SMALL EXPERIMENTS (WITH RADICAL INTENT) •  SEE FAILURE AS LEARNING •  REDEFINE SUCCESS
  21. 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. 22. Audio? Seriously? •  “Quick content”: not as time-consuming •  Portability of media •  Get something out there sooner
  23. 23. Audio Four items you’ll need: •  Digital recorder •  Microphone •  Headphones •  Editing software  
  24. 24. Recorders   Low-end: Tascam PCM Recorder: FREE iPhone app With IM2 mic: $23 High-end: Marantz Portable Digital Audio Recorder: $338-659  
  25. 25. Microphones Low-end: Shure PG57-LC Cardioid Handheld Dynamic Mic: $54 High-end: Shure SM58-LC Cardioid Handheld Dynamic Microphone: $99
  26. 26. Headphones Low-end:   Sennheiser HD201 Pro Circumaural Closed Back Headphones: $24 High-end:   Sennheiser HD518 Open-back Around-Ear Stereo Headphones: $101
  27. 27. Software   Express Scribe (transcription): FREE Audacity (editing): FREE Jamendo.com (music): FREE
  28. 28. Stick it up on Soundcloud!
  29. 29. Audio: final tips   •  Quiet space •  Match ambient •  Edit on paper first! •  Add time codes •  Weave in music or ‘found sound’
  30. 30. Video: Take that time.
  31. 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. 32. Camera   Low-end: •  iPhone/FlipCam •  Canon PowerShot Elph: $169 High-end: Canon EOS Rebel T3i: $800
  33. 33. Tripod   Velbon Aluminum: $39-230
  34. 34. Lighting   Low-end: High-end: Lowel Tota-Light Trans-Kit LB35: $700
  35. 35. Sound   Low-end: Camera mic or sync sound with digital recorder High-end: Shure SM93 Lavalier Mic: $135 each
  36. 36. Editing Software   iMovie: FREE (on Mac)
  37. 37. Online Resources  
  38. 38. Video: A couple tips   •  Where will your video appear? •  Vary the look
  39. 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. 40. Fear # 5: Hashtag: #auddev I don't know how to distribute video or audio content. 40  
  41. 41. Where should I post a video or audio file? Your  Website   41  
  42. 42. Where should I post a video or audio file? Create and share... 42  
  43. 43. Where should I post a video or audio file? Live and share... Webinars! 43  
  44. 44. Where should I post a video or audio file? Name, Tags, Links 44  
  45. 45. Where should I post a video or audio file? Email Mavens!!! 45  
  46. 46. Where should I post a video or audio file? Embedding Your  Website    Friend's  Website   Other  Website   Using  a  Widget   46  
  47. 47. Are there other places I can use my content? Blogs 47  
  48. 48. Are there other places I can use my content? Calendars & Online Showcases 48  
  49. 49. Are there other places I can use my content? Newspapers 49  
  50. 50. Are there other places I can use my content? Fundraisers 50  
  51. 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. 52. Fear # 6: I'm not sure what to do with the content once it is out there. 52  
  53. 53. How can I use my video/audio to build my audiences and engage with them? 53  
  54. 54. How can I use my video/audio to build my audiences and engage with them? 54  
  55. 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. 56. Fear # 7: Is it worth the effort? Can I get my content to go viral? 56  
  57. 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. 58. How can I go viral? The better question, how can I make my content sharable? When to post? 58  
  59. 59. How can I go viral? The better question, how can I make my content sharable? Frequency? 59  
  60. 60. How can I go viral? The better question, how can I make my content sharable? Series vs. Single? 60  
  61. 61. How can I go viral? The better question, how can I make my content sharable? Remember! 61  
  62. 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. 63. How can I go viral? The better question, how can I make my content sharable? Easy to share... 63  
  64. 64. Any last thoughts? 64  
  65. 65. Questions
  66. 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

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