Leveraging Social Media: Becoming A Networked Arts Organization
Dalesmy_Gonzalez_PickfordFPortfolio2016
1. WINTER 2015 - SPRING 2016
Marketing 480
Dalesmy Gonzalez
2. TABLE OF CONTENTS
Firm Description...........................2
Job Description.............................3
Summary of Skills.........................4
Letters of Evaluation.....................5-6
Winter Projects.............................7-27
Spring Projects.............................28-48
Appendix......................................49-51
3. FIRM DESCRIPTION
The Pickford Film Center is a non-profit movie theater located
in the heart of downtown Bellingham,Washington. Established
in 1998, the Pickford has since been a vital, mission-driven
organization dedicated to its community and the world that
is film. Providing a truly authentic and rich cinematic
experience for all movie lovers, the Pickford offers a plethora
of film genres including; independent, foreign, documentaries,
and performing arts.
In addition to offering moviegoers with a variety of movie
options, the Pickford Film Center organizes and hosts a
number of special events throughout the year. Such events
include the annual Oscar's screening party and a number of
other festivities that aid in funding organizations within the
community, including the Pickford's very own Education fund.
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5. SUMMARY OF SKILLS
Throughout my two quarters as an intern at the Pickford Film Center, I
learned an immense amount about the world of marketing and the film
industry. My position at the PFC allowed me to use the skills and
knowledge I've obtained these last four years at WWU. These skills in
addition to skills I've gained through my time at the PFC can be seen
throughout this portfolio:
Conducting in-depth research to understand audience behavior.
In-depth knowledge in Hootsuite Dashboard.
In-depth knowledge of Twitter, Facebook, MailChimp, and Hootsuites'
analytics.
How to create and implement engaging content on a number of
different online platforms.
How to create and implement marketing campaigns.
How to create and implement email marking campaigns.
How to work alongside other team members to produce a final
product.
How to design promotional material (print & digital).
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9. WORK SAMPLE 1: TWITTER ANALYSIS
Project Overview
The first project I worked on during my internship at PFC was an
analysis of our Twitter account, which up until my joining the
theater, had been pretty inactive. The PFC's Twitter account had a
generous following of 3,104 followers, but very little content was
being distributed on the account and very little interaction with our
followers was taking place.
Familiarize myself with our Twitter account and its functions.
Investigate who our followers are and with who or what they
engage with.
Analyze our Twitter analytics to better understand our
follower's habits and other trends.
Investigate engagement and methods to improve our following
on our Twitter account.
Purpose:
What I Did:
Investigated and manipulated our analytics dashboard in order
to obtain a better understanding of our follower's online
behavior.
Analyzed our presence on the account in order to gauge a better
understanding of our own presence online.
Proposed a number of suggestions that would allow us to build
and obtain a relationship with our followers.
Description:
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10. What I learned:
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In-depth knowledge about our followers' behavior online and
our own behavior as well.
Different tips and techniques to create awareness and interest
in the PFC.
How to interrupt Twitter's analytics platform and tools in order
to interpret our own data.
14. WORK SAMPLE 2: PRESS RELEASES-
CALENDARS
Project Overview
Description:
Throughout the entirety of my internship, I consistently reached out to
a number of media outlets within Bellingham and Whatcom county to
inform locals about our upcoming showings and events.
Purpose:
Increase awareness of our services to the greater Bellingham and
Whatcom county area.
Inform local movie goers about the diverse genres of films showing
at the PFC.
Inform locals about the varying events that take place at the PFC
throughout the year.
What I Did:
Published showtimes and event dates on 5 online media outlets on
a monthly basis.
Communicated with these media outlets to insure content and
material for press releases were up to par and met deadlines.
What I learned:
How to create and distribute press releases.
How to adjust content and material according to the differing media
outlets and their differing audiences.
Organization and management skills in order to distribute material as
accurately and as visually appealing as possible.
Time management skills. 13
18. Work Sample 3: Twitter
Description:
Project Overview
Throughout my entire internship at PFC I continuously managed our
Twitter account, created fun and engaging tweets, in addition to
interacting and building a relationship with our followers.
Purpose:
Build and maintain a relationship with our followers.
Build our online presence with engaging and relevant
content.
Earn new followers.
Interact and engage with our online followers in a fun and
relaxed manner.
What I Did:
Implemented a weekly tweet titled " Film For Thought", which
included an interesting fact about the film industry and an eye-
catching image/video.
Managed our Hootsuite Dashboard to schedule our weekly tweets.
Implemented inbound marketing techniques to drive followers'
awareness and interaction.
Attended a Twitter workshop to learn how to improve our presence
online.
What I learned:
How to create engaging and informative content without creating
an environment flooded with disruptive content.
How to manage our Twitter account using Hootsuite's Dashboard
and analytics tools.
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22. Work Sample 4: Facebook Analysis
Project Overview
Description:
Throughout the months of February and March I conducted an
analysis of our Facebook account using Facebook's analytics
platform to interpret the behavior of our followers and our own
behavior as well.
Purpose:
Familiarize myself with our account and the analytics platform
Facebook provided.
Investigate who our followers are and with who or what they
engage with.
Analyze our Facebook analytics to better understand our
follower's habits and trends.
Investigate methods and provide suggestions for improvement.
Provided an in depth analysis of our own habits and behavior in
order to improve engagement.
What I Did:
Examined our analytics dashboard in order to obtain a better
understanding of our followers' online behavior.
Analyzed our presence on the account in order to gauge a
better understanding of our behavior online.
Sought out different methods and techniques to engage with
current followers and to earn new ones.
Proposed a number of suggestions that would allow us to
increase awareness.
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23. What I learned:
How to promote specific ads to specific segments to current and
potential followers.
How to analyze Facebook's analytics platform in order to interpret
our own data.
In-depth knowledge about our followers' behavior online as well as
our own online behavior.
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30. Work Sample 1:
Bellingham Music Film Festival
Project Overview
Description:
During the months of April and May I assisted in the development and
promotion of the first Bellingham Music Film Festival; a partnership
between the Pickford Film Center and the Make.Shift Art Space.
Together we created a music and film inspired festival drawing in
hundreds of submissions from around the world, ranging from music
videos, shorts, to feature films.
Purpose:
Provide a space for the community, filmmakers and music lovers to
enjoy curated films and music, network, and win awards, all while
supporting local non-profit organizations.
What I Did:
Provided local media outlets with press releases for the event.
Created a Twitter account for the Bellingham Music Film Festival
(BMFF).
Managed Twitter account and created tweets leading up to the
event.
Assisted in managing and producing content on BMFF Facebook
account.
Designed and made event buttons.
Made BMFF passes for the 3-day event.
Gathered materials and donations to make filmmaker gift bags.
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31. What I learned:
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How to develop and organize a festival.
How to create and distribute press releases.
How to adjust content and material according to the
differing media outlets and their differing audiences.
36. Work Sample 2: Performing Arts Series
PROJECT OVERVIEW
Description:
During my last few months at the PFC, myself and another Western
student worked together to create a marketing campaign to promote the
Pickford's Performing Arts Series. The series consisted of showings of the
world's best performances. These performances ranged anywhere from
plays, operas, to ballets, from companies like the Royal Opera House,
Bolshi Ballet, National Theatre Live, and many more.
Purpose:
Introduce Pickford goers to our new Performing Arts Series.
Inform local theaters, dance studios, and schools about reserving
special school screenings.
Introduce the community to the world of performing arts.
Increase Pickford newsletter sign-ups by proving a special newsletter
dedicated to the entire Performing Arts Series.
Provide performing art fans with an affordable alternative to live
performances.
What I Did:
Created and implemented a Performing Arts Series newsletter to be
emailed to PA newsletter members twice a month.
Wrote series and individual show descriptions.
Designed headers and graphics for newsletters
Designed screen and website slides for individual performances.
Designed series posters.
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37. How to create and implement a marketing campaign from
beginning to end.
How to create email campaigns using Mailchimp.
How to create engaging and visually appealing content.
How to create screen and website slides.
How to create series posters in addition to other print material.
How to work collaboratively with other team members.
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What I learned:
