DEVELOPING AN AUDIENCE THROUGH USER- GENERATED VIDEO Presented in Partial Fulfillment of the Requirements for The Master of Science in Television Management Drexel University By Nnamdi Chidiebere Nnedu * * * * * Drexel University 2010 Approved by _______________________________ Albert S. Tedesco, BA, MA, MAC Director, Paul F. Harron Graduate Program in Television Management Copyright by Nnamdi Nnedu 2010 ii ABSTRACT This project is designed to aid the Historical Society of Pennsylvania (HSP)1, in their ongoing efforts to attract college students. Research shows user- generated videos are popular with college students, and this popularity is not lost on the HSP. The difficulties of attracting and retaining collegiate audiences are not unique to the HSP alone. Representatives from other historical societies in the United States of America reported similar struggles attracting this audience. In response to those struggles, some historical societies implemented film festivals. Those film festivals have had positive results. In fact college students ages 18-24, HSP’s desired demographic, have been receptive to film festivals. This is illustrated by the success of three other historical societies, and the Campus MovieFest, a touring collegiate student film festival. The HSP is evaluating the possibility of designing an event that employs user-generated videos, as a means of attracting college students ages 18-24. While traditional film festivals have been executed successfully by other historical societies, this thesis project created a television-based promotional plan that embeds user-generated videos in a hybrid film festival format. This film festival is a hybrid, in the sense that “hybrid refers to an event containing both ‘live’ and ‘virtual’ components working together” (McCurry, 2009, p. 1). Freedom Fest, the proposed hybrid film festival, will originate online. The online or virtual component will be the application of user-generated video in place of DVD, film, and VHS, coupled with an online campaign that utilizes a variety of social media/networking websites. The top 10 video submissions, as determined by online voting, will then be shown at a one night event to be held on the campus of Drexel University. From those 10 submissions screened at Freedom Fest, a panel of judges from the HSP will decide the winner. 1 The Historical Society of Pennsylvania will herein be referred to as The HSP iii DEDICATION This Thesis is dedicated to the members of the Nnedu family (Cordelia, Eusebius, Ngozi, Ike, Obinna, and Chika Nnedu). iv ACKNOWLEDGMENTS I would like to acknowledge the many members of my family. These individuals have always been there for me no matter what, and I am grateful. • To my mother Cordelia: You have exemplified ambition, determination, patience, and have always shown me unconditional and unshakeable love. • To my father Eusebius: Thank you for the little lessons like teaching me to spell my middle name and cook, and for the bigger lessons of life. • To my oldest sister Ngozi: You have always gone above and beyond to take care of me, your baby brother. I owe you so much, and am lucky to have you as my sister. • To my oldest brother Ike: I have learned a lot from you, and it has made me stronger. Your wit has gotten me through a lot, and I have to also thank you for a certain nickname that has lasted in this family for many- many years. • To my other brother Obinna: You have always gotten it and understood a lot of where I was coming from. Thank you for that calm and steadiness. • To my sister Chika: We were born in the same month and you have always been there looking out for me, whether I was sick with the chicken pox, or just needing someone to listen to me. Thank you. Secondly, I would also like to acknowledge members of Drexel University’s Department of Cinema and Television. • Albert Tedesco: As my advisor, professor, and program director, my amazing graduate experience was shaped by your vision and assistance. I am grateful for getting to serve your Graduate Assistant, and am thankful for the experience that I had as a student in Television Management program. • Johni Crossland and Sharon Walker: The both of you contributed so much to my time at Drexel University. You guys introduced me to the university and to the city, and were there every step of the way with humor, encouragement, and advice. Thirdly, I would like to recognize the Historical Society of Pennsylvania, for all of their assistance with this thesis project. • Specifically, I would like to thank Kim Sajet, the President and CEO, and Laura Proctor, Administrative Assistant and Coordinator of Board Materials, for all of their help with this thesis. Lastly, this acknowledgement would not be complete if I did not close by thanking God, my heavenly father. It is because of him that all my achievements have been possible. v TABLE OF CONTENTS Copyright by ........................................................................................................... ii ABSTRACT........................................................................................................... iii DEDICATION....................................................................................................... iv ACKNOWLEDGMENTS ...................................................................................... v TABLE OF CONTENTS....................................................................................... vi LIST OF FIGURES .............................................................................................. vii INTRODUCTION .................................................................................................. 1 THE PROBLEM................................................................................................. 3 Section One: A Shared Problem ......................................................................... 3 Section Two: Campus MovieFest Consultation ................................................. 8 Section Three: Synthesis and Statement of Assumption .................................... 9 RESEARCH METHODS ................................................................................. 10 CHAPTER ONE: LITERATURE REVIEW........................................................ 12 Section One: The User...................................................................................... 12 Section Two: User-Generated Video Content .................................................. 14 Section Three: User-Generated Video and College Students (Ages 18-24)..... 15 Section Four: Historical Societies and User-Generated Video......................... 17 Section Five: Summary..................................................................................... 19 CHAPTER TWO: A PROPOSAL INTRODUCED............................................. 20 CHAPTER THREE: FREEDOM FEST PROPOSAL ......................................... 22 Introduction....................................................................................................... 22 Section One: The Event .................................................................................... 22 Section Two: Promotion And Strategy............................................................. 24 Social Media/Networking ............................................................................. 24 Direct Mailing: Three Largest Institutions Approach................................... 26 Guerrilla Marketing ...................................................................................... 27 Section Three: Event Implementation .............................................................. 28 Staffing.......................................................................................................... 28 Resources ...................................................................................................... 30 Timeline ........................................................................................................ 31 Section Four: Evaluation and Metrics of Success ............................................ 33 Section Five: Financial Break Down ................................................................ 35 CHAPTER FOUR: DISCUSSION AND CONCLUSION .................................. 36 REFERENCES ..................................................................................................... 39 APPENDICES ...................................................................................................... 45 1. APPENDIX A: HSP EXPECTATIONS................................................... 45 2. APPENDIX B: EMAIL RESTATING THE HSP’S PROBLEM ............ 47 3. APPENDIX C: EVIDENCE OF FORMAL PRESENTATION .............. 48 4. APPENDIX D: MINNESOTA HISTORICAL SOCIETY INTERVIEW 49 5. APPENDIX E: KANSAS HISTORICAL SOCIETY INTERVIEW ....... 50 6. APPENDIX F: BROOKLYN HISTORICAL SOCIETY INTERVIEW . 52 7. APPENDIX G: CAMPUS MOVIEFEST INTERVIEW.......................... 54 8. APPENDIX H: HSP MAY 3, 2010 FEEDBACK.................................... 56 INDEX.................................................................................................................. 57 vi LIST OF FIGURES FIGURE 1: HISTORICAL SOCIETIES WITH FILM FESTIVALS....................... 4 FIGURE 2: COLLEGE STUDENT ATTENDANCE .............................................. 5 FIGURE 3: FILM FESTIVAL BENEFITS .............................................................. 6 FIGURE 4: FAMILIARITY ....................................................................................