continuation of the previous posts about marketing the documentary film, Joffrey: Mavericks of American Dance

Social

Social media accounts were started on nearly the first day (Facebook, Twitter, Youtube, and later Flickr and Pinterest) and daily posts have been made on them ever since. Google alerts were set up at this time so I could monitor keywords and find stories of interest to my audience. Any time the word Joffrey Ballet is mentioned, I get an alert and I have other keywords set up as well. I joined a few Linkedin groups devoted to dance writers and ballet teachers. I have found Joffrey alumni through these groups as well as journalists and those interested in Joffrey history. I also monitor Twitter through columns on Tweetdeck and through a tool called Twilerts and I know when anyone comments on our Facebook page by using Hyper Alerts. We also have  an account on DanceMedia.

The key to building up our following has been consistent posts and watching what people are interacting with. On our Facebook page, old photos of the company always get the thumbs up and the comments rolling in. On Pinterest, I have a mixture of Boards devoted to topics ranging from alumni photos, history of the company, ballets of the Joffrey, ballets commissioned by the Joffrey (choreographed by others), and general ballet related photos. On Twitter, I found getting involved in hashtag conversations has resulted in gaining followers.

Getting it all set up is the easy part, keeping up with it, generating content for these channels, and getting traffic onto the sites is the difficulty and probably the most underestimated aspect of this kind of marketing. I set up a content calendar format to keep track of blog posts, advertising campaigns, promotions we are running with other sites,  screening dates, podcasts I am releasing, digital photobooks I am having designed and releasing, press releases we have sent out or will be sending out, scheduled email newsletters, deadlines for designing/printing/mailing collateral (posters, postcards, flyers) etc. As you can see, there a lot of moving parts to this and we have been generating this kind of effort now for 9 months. I am convinced that it has paid off in the distribution opportunities presented, the amount of screening bookings the film has had and the sales from our website.

Content

Content may be written (blogs and articles), audio (podcasts), photo, video (short clips, more than just a trailer) or links and we utilize all of it. For blog inspiration, I have used a combination of excerpts from Anawalt’s book, interview transcripts from the film, photos we have from the Joffrey archives, and Youtube videos of performances that are already on YT to illustrate the posts when I can. As my guide, I use my own curiosity about this story. What would I want to know more about if I were a fan?  Then I research what we have in assets to put together the stories. Journalistic skills are needed in doing this work. There are some posts that are more housekeeping like highlighting city premieres or the release of the DVD, but mostly I try to expand the story of the Joffrey company through the blog so fans will want to come back and find out more. Too many times filmmakers publish blogs that are one sided (here’s my film, here are photos of my film, here’s my film poster, here’s how we are doing in post) and offer little to no value to the audience. If the conversation is only about YOU, I get bored, so I see no reason to visit again or share your news after a while.

Whenever anyone signs up to our email list, they receive a series of Joffrey Mavericks Moments digital photobooks as a free pdf download. Each installment covers a different theme and showcases rarely seen photos and quotes from Robert Joffrey, Gerald Arpino, company dancers and associates to contextualize the photos and we have released 4 of these. Again, it expands the history of the company and the story of the film while providing an incentive to sign up to our list. List building is highly useful when it comes time to drive traffic to screenings and to your Store page on the website.

Earlier, I said I was trying to find a way to involve those alumni who were not included in the film. I decided that rather than only writing up interviews to run on the blog, I would allow the alumni to tell their own story using their own voices. It is much more impactful and authentic that way. Weekly, I release a podcast audio interview with alumni from all different eras and mostly they aren’t the ones included in the film itself. Some were principal dancers, some were only in the company a short time, some were not principals, but had a good career with the Joffrey, all have stories to tell. I have also gathered stories from choreographers, costume designers and administrative staff. The Joffrey Ballet is 56 years old, it would be impossible to tell the whole story in a 90 minute film. Luckily with the internet, we don’t have to cut out and discard great stories. We just have to find another outlet and, for this, it is the podcast series.  Email list members get a new one delivered to their inbox every week, but anyone can find them on our site and on Soundcloud. I record the telephone interviews and download them to mp3 then I work out the best parts of the interview and write up paper edits, record a voice over for the podcast and work with an audio editor, the incomparable Cameron Ahern, to get them down to around 20 minutes.

Joffrey Maverick Memories podcast series is a living account of the history of the Joffrey Ballet from the people who were there. I took it as a real compliment when one alum said, “You know, our lives as dancers before the internet were so fleeting. Few performances were truly captured, critics reviews only lived for a short time in the newspaper or magazine, photos were taken and put in archives somewhere. There is almost no evidence of what I did when I was young. I’m really glad someone is gathering this together and putting it out there for all of us to see again.” Win win!

Also, when I know an alumni run company or school is having an event or performance, I list those on our social accounts and in our newsletter. We should all benefit by being associated with the film, not treat these people like an unpaid film promotional team. That is what truly partnering with your audience means. Something in it for them, maybe even more than something in it for you. You’ll get something believe me.

Next post: moving from the supercore, to the core within the audience niche of “ballet”

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