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How we saved screen on the green
How we saved screen on the green
How we saved screen on the green
How we saved screen on the green
How we saved screen on the green
How we saved screen on the green
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How we saved screen on the green

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  • 1. How We Saved Screen on the Green<br />Jesse B Rauch, President<br />FriendsofSOTG@gmail.com<br />@SOTGinDC<br />
  • 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. 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 &amp; 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 &quot;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. 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 />
  • 5.
  • 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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