Interview with Jenny Lawton

Producer at Studio 360

This interview is the first in a series in which I talk to people who are currently working on user engagement.

Jenny Lawton is a producer at Studio 360, and she produced many of their Extra Credit projects. At Studio 360, an Extra Credit is a challenge given to readers to engage in some way. The thing that’s special here is that they can get readers to do a lot: produce a video, make a remix of bird sounds, or adapt a blues song to their own style.

• Think about your audience. The broadcast and online audience of Studio 360 is very different. And so the expectations are different, the writing is different (it’s more magazine-y).
• Create a repeatable cycle. Each Studio 360 Credit project has a 6-week cycle that’s repeatable, but can be altered if the prompt requires it.
• Use already submitted examples as prompts for more participants. This approach serves a dual purpose: it makes people want to be used as examples and want to submit, and also reminds people that the challenge is happening.
• Pick your words wisely. Always a “challenge”—never a “contest.” “The reason we don’t use “contest” is because there is generally no prize of monetary value, and because the term can have legal implications.”
• Remember your medium. Studio 360 is first and foremost a radio show, so they think about how every project they do will work on air.
• Set a deadline. People work well with deadlines, not so much when given forever. Midnight works well.
• Always give a “prize.” The prize doesn’t have to have a monetary value, but it needs to be desirable. Feedback from an expert is good. And because they broadcast the feedback, it becomes advice for everyone.
• Declare a winner. But also have a list of honorable mentions, so that many people feel successful (this could be audience picks, or staff favorites, or just the three the judge liked also but didn’t win).
• Create content around the challenge. A blog detailing feedback. Multiple lists for multiple sets of winners. Can be used for social media, or the website.
• Guest judges serve many purposes. Big names bring big followings. Judges on social media bring have wider reach. Also, a guest judge takes the responsibility away from Studio 360 for not having chosen a certain person. E.g. Wes Craven might not have chosen you, but we still think you’re great! They don’t pay judges.
• Stick to prompts. Or people get pissed.
• Set a list of criteria that make a good Extra Credit. You don’t have to follow it exactly, but it helps keep all the important elements in mind.
• Partnerships are great. They increases resources, reach, and budget.
• Online is cheap, but events are not. And the reach usually isn’t that different though the cost is. “Events don’t necessarily give it a boost much beyond our online efforts.”
• Always be encouraging. Tell people you just want to make sure their cool stuff is seen, you want to share their talents and/or story with the world.
• Think about how to get back the website. The goal is to get more people on the website. So hosting the material is best, second is using platforms that embed, third is things that exist totally off the website.