How we saved screen on the green

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How we saved screen on the green

  1. 1. How We Saved Screen on the Green<br />Jesse B Rauch, President<br />FriendsofSOTG@gmail.com<br />@SOTGinDC<br />
  2. 2. What is Screen on the Green?<br />Screen on the Green is an annual summertime outdoor film festival held on the National Mall.<br />The free screenings are held on Monday nights in July and August.<br />In its 13th year, nearly 10,000 people were attending each showing.<br />
  3. 3. The History of “Friends of Screen on the Green”<br />May 2009 – HBO cancelled “Screen on the Green.”<br />May 2009 – “Save Screen on the Green” establishes a Facebook page, amasses 2,000 fans, and initiates a letter-writing campaign.<br />June 2009 – HBO, Comcast & the Trust for the National Mall save SOTG.<br />February 2010 – HBO couldn’t commit to SOTG in 2010 so the “SSOTG” campaign is reborn with new volunteers and partners.<br />March 2010 – “Save Screen on the Green” is labeled "Best Thing to Come From a Facebook Protest” by the Washington City Paper.<br />April 2010 – A website is launched and Facebook and Twitter are used to to communicate to HBO.<br />May 2010 – Screen on the Green is saved again! <br />First Half of 2011 – “Save Screen on the Green” becomes “Friends of Screen on the Green” and begins cementing a relationship with.<br />Summer 2011 – FOSOTG is tasked with notifying the community of the new season and it’s new location.<br />The Future- FOSOTG is reinvents itself as a community building organization.<br />
  4. 4. The Tools We Used<br />Letter Writing<br />Facebook<br />Twitter<br />Newsletters/Email Marketing<br />FourSquare<br />Trivia Contests<br />Video Contests<br />Earned Media<br />Blogosphere<br />Relationships with Local Businesses/Community Members<br />
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  6. 6. Lessons Learned<br />Campaign Styles Must Evolve Over Time<br />Social Media is Critical (duh!)<br />The Democratization of Communication is Powerful<br />The Power of a Strong, Motivated Constituency<br />Collect and Use Data Effectively <br />

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