Guo, Pengfei

English

ValpoScholar

Valparaiso University
ValpoScholar
Graduate Academic Symposium Graduate School
Spring 3-27-2018
Social Media Promotion and Arts Marketing:
Sideways Stories from Wayside School, Chicago
Street Theatre
Pengfei Guo
bruce.guo@valpo.edu
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Recommended Citation
Guo, Pengfei, "Social Media Promotion and Arts Marketing: Sideways Stories from Wayside School, Chicago Street Theatre" (2018).
Graduate Academic Symposium. 51.
https://scholar.valpo.edu/gas/51
 Social Media Promotion and Arts Marketing: Sideways Stories from 
Wayside School, Chicago Street Theatre 
Abstract 
In the AE-615 Marketing, Planning, and Promotion class, I made a promotion 
video for a show called Sideways Stories from Wayside School. The purpose of the 
video is to attract people’s attention, especially people who live in Valpo or other 
nearby cities. Research for this project included Joanne Bernstein’s text Arts 
Marketing Insights, Thomas A. Kelly’s Backstage Guide to Stage Management, and 
Bobby Owsinki’s online course “Social Media Promotion for Musicians, Artists, and 
Engineers.” Using information from these sources, I wrote a marketing plan for 
Chicago Street Theatre’s production of Sideways Stories from Wayside School and 
implemented the video component of social media marketing. My poster presentation 
will include highlights from my marketing plan and a showing of the promotional 
video. 
In implementing my research, I decided to use several types of equipment to 
shoot interview and rehearsal footage. I set up a camera in front of the stage and then I 
also used GoPro or iPhone to shoot the footage of what I thought would be useful for 
this video. Although GoPro and iPhones have less quality image than the camera, I 
still used them to capture the moment. Because when you shoot a documentary type 
video like this, you always don’t have enough time to set up the camera. You would 
miss a lot due to that. Often when you start to think something is interesting, then you 
miss it.  
I shot almost every process of the play’s production, including how the staff and 
cast set up the build and decoration, and how they rehearsed. After filming, I watched 
many videos of the same type to find ways to edi. I focused on elements of production 
that are not often shown to the audience, that is, how the actors and crew make their 
own props and the endless production meetings. 
In addition, I contacted and interviewed the director, the set designer and the 
actress who played the heroine. After adding the interview part to my video, it looks 
more interesting and attractive to draw people’s eyes, which is what this video is 
supposed to do. 
I finished this video before opening night as well as posted this video on the 
Facebook group. I also shared the link to the director, Dr. Innes, who shared the video 
with more people interested in the show. By now, there are 135 people who watched 
the video, 13 likes, and 6 people who shared this video. 
I learned a lot from this research and crafting process, and would welcome the 
opportunity to share my findings about social media promotion and arts marketing 
with the university audience. 


Social Media Promotion and Arts Marketing: Sideways Stories from Wayside School, Chicago Street Theatre

https://scholar.valpo.edu/cgi/viewcontent.cgi?article=1082&context=gas

Social Media Promotion and Arts Marketing: Sideways Stories from Wayside School, Chicago Street Theatre

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