Steppenwolf On Camera Video Content Production at

Steppenwolf Theatre Company

Linda Garrison Director of Marketing and

Communications

Thomas Weitz Digital Assets Manager

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The Public Square

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The Public Square

Redefine Steppenwolf’s relationship

with its audience from a retail

transaction to a model based on

conversation, participation and

engagement.

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Strategy

• Expand knowledge of audience behavior

and attitude

• Deepen and individualize a patron’s

experience

• Offer more avenues for interaction and

conversation

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Who’s Our Audience and

What Do They Think of Us?

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Shared Demographics/Behavior

• Highly educated

• Highly defined geographically

• Comfortable with direct marketing

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Shared Values

• Lifelong learners

• Seek intellectual stimulation/critical thinking

• Risk takers

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Shared View of Steppenwolf

• High esteem for artistic judgment

• Bigger agenda: season theme

• Vehicle for personal growth/community

connection

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Role of Technology:

Deliver on the Mission

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Artists Talking to the Audience

About the Work on Stage

• Subject matter

• Cast

• Playwright

• Director

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Support Audiences’ Affinity

for the Theatre

• 24/7 conversation and engagement

• 24/7 Steppenwolf experience

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Strategy into Action

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Step 1: Create a Culture

Change

• Champions, Advocates and Contributors

• Company Organization & Staffing

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Step 2: Make It a Part of Your

Work Day

• Planning

• Production

• Post-Production

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Planning

• Brainstorming

• Proposed Storyline

• Marshaling Resources

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Production:

Capturing the Moment

• Sweat the Details

• Not a One Person Job

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Post: Telling the Right Story

• Editing

• Approval Process

• Distribution

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Step 3: Evaluating the Work

• Internal Review

• Comments

• Analytics

It Takes Time to Learn

Time to Watch Some

Videos!!

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Conclusion

• Work Has to be Mission Driven

• Internally Supported

• There Will be Duds

• Don’t be Afraid

What’s to Come?

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What We’re Thinking About

• Crowd Sourcing

• Trailers

• Online Integration

• Center-Edge Model

Trailers

Jerusalem

http://www.youtube.com/watch?v=Voclsd4mtbc

Joe Turner’s Come and Gone

http://www.youtube.com/watch?v=xkw29dtoe_M

Wet City Productions

http://www.wetcityproductions.com/HideousProgen

y-Trailers.html

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Online Integration

Random Dance

http://www.randomdance.org/

Burberry

http://us.burberry.com/store/

Four Seasons Bora Bora

http://ownborabora.com/

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Center-Edge

Organizational Structure

White Paper:

http://conference.archimuse.com/mw2011/papers/s

ocial_media_and_organizational_change

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Steppenwolf Online

Website:

http://www.steppenwolf.org

Youtube:

http://www.youtube.com/steppenwolftheatre

Facebook:

http://www.facebook.com/SteppenwolfTheatre

Twitter:

http://twitter.com/#!/steppenwolfthtr

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