Unit 6 B Task 2

 

pre-proposal

Proposal:

Campaign Message: 

The theme of this campaign is “Fun and Connection through creativity (ART)”, so the message is about how an event such as the film festival can be fun and helpful in making connections with others, through either creating or consuming art. 

Platforms and Channels: 

The research previously conducted tells us to main things:

1. Our participants didn't focus much on adverts around them, and the overwhelming majority have not seen an advert for film festivals.

2. The most successful media campaigns for our target audience were ones that utilized online adverts and trailers, and ones that utilized print media such as posters.

Based on that we have chosen the following platforms to utilize:

Online/Social Media: we will post on popular social media platforms such as instagram and youtube, making sure to use the right hashtags and keyphrases to spread our campaign to our target audience, and gain their attention.

We will also record and upload podcast interviews with the people involved within the film festival itself.

Print: we will print posters and teaser images for the film festival, to be put up around the school area and given out to people, which ensures that the media campaign will be within the proxy of our target audiences, raising the chance that they engage with it.

Word of Mouth: we will spread the word, which will capture the immediate surrounding demographic in school. 

Exponential marketing: we will have one of our actors go around promoting the film festival while in character, this will also be recorded and uploaded online, tying back to social media channels.

Campaign Timeline, and Sequencing: 

The campaign sequencing plan revolves around a four step process.

The campaign will be built up and sequenced in rising steps to ensure the audience is hooked completely on it by the end of the campaign.

First we set-up the social media accounts and post the basics, from trailers to teasers and information around the event.

Second we roll out the posters and start engaging with our social media posts, then we post the podcasts and link them on our social media.

Third we build up more in word of mouth and on our social media. 

Finally we have our exponential marketing the last two weeks before the event to capture intrigue in the event, and we hand out the last set of posters for the film and post any social media posts we have planned and announce the film festival ticket sale online and in person. 

This way of sequencing works to build up anticipation by first planting the seeds of the event, creating a little curiosity within people, but making sure to only give the most amount of intrigue the time right before the event to ensure the most amount of people are reached. 

Linking across platforms: 

The campaign will be linked through similar design motifs, slogans, and familiar faces being used on different communication channels. This is to keep it coherent but still unique to each individual platform. 

These motifs include:

- The APA School Logo

- The Film Festival name "APA FILM FESTIVAL"

- The actors' faces