Building Deeper Relationships: How Steppenwolf Theatre Company ...
Steppenwolf On Camera - Cultural Policy Center · Steppenwolf On Camera Video Content Production at...
Transcript of Steppenwolf On Camera - Cultural Policy Center · Steppenwolf On Camera Video Content Production at...
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
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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Shared Demographics/Behavior
• Highly educated
• Highly defined geographically
• Comfortable with direct marketing
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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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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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Step 1: Create a Culture
Change
• Champions, Advocates and Contributors
• Company Organization & Staffing
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Conclusion
• Work Has to be Mission Driven
• Internally Supported
• There Will be Duds
• Don’t be Afraid
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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