Shakespeare Santa Cruz: 10 Days & The Internet

A Tale of New Media

Dana Werdmuller, Director of Marketing & PR

Who we are:• Shakespeare Santa Cruz is a professional theatre company in residence at the University of California, Santa Cruz.

• Structured to be a financially self-sustaining independent unit on campus.

What our situation was:• UCSC had been willing to absorb our short-term deficits and work with us on long-term solutions.

• With recent state cuts, UCSC could no longer support any absorption of potential deficit.

• SSC was at risk of being shut down.

What we needed to do:• Reach out to the community and our supporters to see if they were willing to step up and support SSC.

• If we could raise funds in advance of approving our proposed budget, they could confidently green light us for the 2009 season.

• The goal of $300,000 was announced to staff on Friday, December 12, 2008 at 7pm.

• Our deadline was Monday, December 22, 2008 at 12 noon.

We had 10 days.

What we did:• Challenge was expected, preliminary press releases were drafted

• We chose to hold the announcement until the our holiday show closed Sunday evening.

• Preparation was key.

Day 1: Saturday, December 13

• Finalized press release for mass email distribution

• Created list of FAQs and answers

• Drafted letter from Artistic Director

• Created talking points for staff and board

• Advance contact with select media

• Town hall meeting planned

Tally: $0. We had 9 days.

Day 2: Sunday, December 14(part 1)

• Uploaded press release, FAQs , etc. to website (private pages)

• Prepared email communication in Constant Contact

• Prepared email to media with press release

Tally: $0. We had 8-1/2 days.

Email Message

Day 2: Sunday, December 14(part 2, 11:00 pm)

• Switched website postings from private to public pages

• Added a “Give to SSC” button on website announcement

• Sent email to media with press release and links

• Sent email communication via Constant Contact (7700 names)

Tally: $5. We had 8 days.

Tracking Results

Day 3: Monday, December 15• News article runs in local paper

• Website receives record traffic

• Email communication receives record click-throughs

• Media inquiries are received, interviews coordinated

• Create a “ticker” on home page with running total

• Add donor list to web site

• Add message board to web site, invite visitors to “talk to us”

• Hold town-hall style meeting with key stakeholders

• Film remarks by board and Artistic Director

• Independent Facebook groups begin to pop up

Tally: $45,590. We had 7 days.

Day 4: Tuesday, December 16

• Continue to coordinate media inquiries

• Update website tally, donor lists, messages

• Add news articles to online press room

• Post video on YouTube (Artistic Director comments)

• Link video to website: YouTube

Tally: $88,061. We had 6 days.

Day 5: Wednesday, December 17

• Continue to coordinate media inquiries

• Update website tally, donor lists, messages

• Add news articles to online press room

• Send email update via Constant Contact with video link

Tally: $165,605. We had 5 days.

Email Message #2

Day 6: Thursday, December 18

• Continue to coordinate media inquiries

• Update website tally, donor lists, messages

• Add news articles to online press room

Tally: $213,866. We had 4 days.

Day 7: Friday, December 19

• Continue to coordinate media inquiries

• Update website tally, donor lists, messages

• Add news articles to online press room

Tally: $249,651. We had 3 days.

Day 8-9: Sat-Sun, December 20-21

• Update website tally, donor lists, messages

• Add news articles to online press room

• UCSC offices closed

• Tallies could not be updated until Monday, 12/22

• Draft press release with final outcome (various scenarios)

Tally: $249,651. We had 1 day.

Day 10: Monday, December 22• Update website tally, donor lists, messages

• Add news articles to online press room

• Wait for UCSC donor processing office to catch up

• Wait for official final tally from Chancellor’s office

• Post final count to website home page

• Send out email announcement via Constant Contact

• Send out press release to media

Tally: $416,417. We had done it.

Email Message #3

By the numbers…

Tools Used, Lessons Learned:We had minimal experience with social networking tools but were successful because we followed these basic guidelines:

1) Be prepared.

2) Keep it simple.

3) Use the tools you already have.

4) Let others extend your reach.

5) Create content.

6) Engage.

7) Update, Update, Update.

What’s Next?We are now focusing on leveraging these lessons and tools for ongoing marketing and communications:

• Be strategic.

• Being prepared is more important than reacting quickly.

• Even if the message is complex, keep the initial

communication simple and invite the receiver to dig

deeper if they chose.

• Develop your tools well in advance of communications.

• Don’t take on too many new tools at once.

• Create content at every opportunity.

• Commit to activities that are sustainable.

Thank You.For more information on Shakespeare Santa Cruz and its

2008 fundraising challenge, visit:

www.shakespearesantacruz.org