Round Trip Marketing Plan 2017
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Round Trip
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Marketing Plan - Amelia Easterbrook Director - Richie Debiase Producer - Kristie Lee Entertainment marketing May 2017
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Table of Contents Phase One -5
Phase Three -22
Overview - 6 Target Audience - 7 Opportunities & Obstacles- 8 The Big Idea - 9 Executive Summary - 10 Tagline - 11
Distribution Strategy - 23 Target Distributors - 24 Research - 25
Phase Two - 12
Phase Four -26
Target Festivals - 13 Festival Kit - 14 Pitch Letter & Press Release - 15 Crew Biographies - 16 Cast Biographies - 17 Key Art - 18 Cover Folder & Business Card - 19 DVD Case -20 Festival Marketing - 21
Overall Strategy - 27 Release Timeline - 28 Creative Advertising -29 Media Plan - 30 Market Research - 33 Publicity - 34 Partnerships - 37 Internet Marketing - 38
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Phase One: Overview 5
Positioning Statement Genre Anticipated Rating Synopsis
Unable to find a relationship with someone his own age, a college student dates a man in his 30’s with the hopes of finding something more mature. Comedy/Drama
R Keegan is a 20 year-old film student, unhappy dating people his own age. Matthew is a 33 year-old photographer looking for the fun things in life. After meeting online, the pair decide to go on a date in person. The two awkwardly fumble through the afternoon at Matthew’s indie LA apartment, discussing film, sex, and photography. But the date takes a turn as the two attempt to navigate the 6 taboo of online dating.
Primary: Adults 20-35
Target Audiences
The themes of using technology and dating apps to find a significant other, as well as going on awkward first-dates will resonate with young adults currently struggling to meet a special someone. Approaching the subject using comedy will attract those who have had their own online dating faux-pas.
Secondary: LGBTQ Community This film features two gay male leads, which will attract individuals of the LGBTQ community looking for a film that fits their demographic, and experiences as opposed to the standard romantic comedy featuring a heterosexual couple.
Tertiary: Indie Film Fans Round Trip is an independent film with themes that pay homage to the film and art industry, this film will attract the attention of indie film fans, critics, and festival audiences.
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Opportunities Genre The genre of this film, comedy/ drama, is very appealing to a wide audience base.
Themes The themes of online dating, awkward encounters, with an underlying LGBTQ theme is refreshing and appealing to young audiences.
Characters Matthew and Keegan are both very quirky, yet relatable characters who have characteristics everyone will be able to find similarities with.
Iconography Such as cameras and sunsets are easily recognizable to the audience.
Obstacles Actors These actors are unknown and carry no name recognition.
Themes The themes of online dating, with an underlying LGBTQ theme might also turn away certain audiences.
Rating Movie’s with an R-rating for profanity will narrow the possible audiences.
Title The title is a little confusing and doesn’t give any 8 information about the content of the film.
Big Idea //Love in a modern world 9
Executive Summary Round Trip is a unique indie film that will appeal to a wide audience base. Through film festivals, publicity, creative advertising and partnerships, the debut of Round Trip will be the indie hit of the summer. We will utilize online advertising to reach the millennial generation that this film targets, primarily online TV and music services, as well as social media, publicity appearances on popular talk shows and strategic partnerships and swag giveaways at festivals. Through these tactics we will reach a broad audience and keep their attention up until and after opening weekend 10
Tagline Love has no age, right?
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Phase two: Film Festival Strategy 12
Austin Film Festival The Austin Film Festival has a special emphasis on screenwriting, giving Round Trip a chance to showcase the exceptional writing and young writer.
Target Festivals
Cinequest Located in San Jose, CA, Cinequest is held every year for independent films. Fusing the world of film with Silicon Valley’s innovation and technology is the perfect place to premier Round Trip.
South by Southwest In Austin, Texas, South by Southwest is one of the world’s most famous and respected festivals. Because the festival is not limited to films, it gives Round Trip a chance to cross audience boundaries while making a name for itself. I chose this as a ‘reach’ festival. 13
Round Trip 14
Pitch
May 7, 2017 Easterbrook Marketing
To whom it may concern, Using technology to find love, or at least romance, is becoming ever more common in our continually progressing society. Although it might not always be successful, it is becoming the norm. I submit to you the independent drama, comedy Round Trip. Set in the constantly moving Los Angeles, California, this film follows Keegan and Matthew as they embark on the taboo (almost) blind date. Keegan is a 20-year old film student, unhappy dating people his own age. And Matthew is a 33-year old photographer simply looking for the fun in life. After texting constantly, the two decide to meet one day at Matthew’s hip, LA apartment. As Keegan arrives, he is instantly intimidated by the fast-paced life Matthew lives, full of models and clubs. The pair stumble through the typical awkward faux-pas of first dates that we are all familiar with. As marketer of this film, I can provide you with a full-scale marketing plan to bring this film to its audience. Thank you for your consideration. Please notify me for a screenplay. Amelia Easterbrook 206-310-6042 ameliaeasterbrook@roundtripfilm.com
Press Release Independent Drama/Comedy Round Trip to Premiere in Hollywood, Calif. HOLLYWOOD, Calif. -- Indie film Round Trip premiere followed by a Q&A with director Richie Debiase on May 19. Set in the constantly moving Los Angeles, California, this film follows Keegan and Matthew as they embark on the taboo blind date. Keegan is a 20-year old film student, unhappy dating people his own age. And Matthew is a 33-year old photographer simply looking for the fun in life. After meeting online, the two decide to meet one day at Matthew’s hip, LA apartment. As Keegan arrives, he is instantly intimidated by the fast-paced life Matthew lives, full of models and clubs. The pair stumble through the typical awkward faux-pas of first dates that we are all familiar with. For more information email Amelia Easterbrook at ameliaeasterbrook@roundtripmovie.com or visit roundtripmovie.com
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Meet the Filmmakers Director - Richie Debiase Richie is a senior film and TV production major at Chapman University, he has spent the past four years cultivating a passion for film and storytelling. Post-graduation, Richie hopes to move to Los Angeles to invest his talent and time working on other independent films, and to continue both writing and directing.
Producer - Kristie Lee Kristie Lee is a senior creative producing major at Chapman University in Orange, CA. She has over 4 years of experience working on both professional and student productions in roles from production assistant to producer. Most recently she line produced a feature documentary that premiered at the SXSW film festival March 2017.
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Keegan- Ryan Corr In 2011, Ryan was the recipient of the prestigious Australians in Film ‘Heath Ledger Scholarship’ and in 2010 he won the IF ‘Out of the Box’ award. He has also received Logie nominations in the categories of Most Outstanding New Talent and Most Popular New Male Talent.
Matthew- Craig Scott Craig Stott began acting at age 10. In 2006, after playing the role of Fleance in the film adaptation of Macbeth, directed by Geoffrey Wright (Romper Stomper) and starring Sam Worthington, he went on to be cast in the hit Australian ABC Drama East of Everything
Cast
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Key art & Photography
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FOLDER COVER
Richie Debiase // Director
Round Trip
Round Trip Movie 206 310 6042
Festival Kit
Round Trip
Round Trip Festival Kit
Business Card
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DVD Case Love has no age, right? R O U N D Keegan is a 20-year old film student, unhappy dating people his own age. Matthew is a 33-year old photographer simply looking for the fun in life. After meeting online, the two decide to take their virtual relationship to the next level. .
Round Trip
T R I P
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Festival Marketing Social media will be a key component in the festival marketing for Round Trip. The film’s indie and young audiences have a strong presence on social media. Having a Twitter, Facebook, and Instagram presence will allow festival goers to tag the film in their posts, along with a hashtag #roundtrip to make it easy for people to share their opinions in one place. We will be able to post behind the scenes pictures, information about screenings, and links to interviews with the stars to all of the social media accounts
Round Trip
At festivals, we will give out swag such as branded baseball caps and disposable cameras to festival attendees. Items like these will appeal to the Round Trip audience, and plays to the themes of photography. Serving both as advertising and giving viewers a fun way to remember the film.
Round Trip
Guerilla Marketing 21
Phase Three: B-2-B Strategy 22
Distribution Strategy Round Trip will take a Limited Platform Release. Beginning in major US cities, and expanding in the weeks following the release. By targeting well-known independent distributors, this film will gain credibility and have a strong chance of success on opening weekend. By focusing on major cities such as LA and NY the film will gain the attention of critics and indie film fans. Through word of mouth interest and earned media the film will grow in popularity as we increase the number of theaters the film is playing in. 23
These distribution companies have a history with independent dramas whose audiences are very similar to the audience of Round Trip. Various films with themes of coming of age, dating, love and adventure with a creative twist are a theme amongst these distributors. Shown are titles that are comparable to the themes, style, and target audience of Round Trip.
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Research
Research will include positioning studies for effective marketing, & focus groups of participants which demographics and psychographics of the target audience.
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Phase four: Consumer strategy 26
Overall Strategy Friday, May 19th was chosen for it’s limited competition, and optimal time at the beginning of summer. Round Trip will be released on a limited platform, to build interest and anticipation. On this weekend no other film that targets Round Trip’s audience will be premiering. The other big release that weekend is Diary of a Wimpy Kid: A Wimp will Rise, which is a kids comedy. A limited platform release will allow for the film to gain traction in 50 theaters in cities in large metropolitan areas before the number of screens expands to reach a larger audience. May is a prime month to release Round Trip because it will not have to compete with other other dramas during traditional awards seasons, or comedies of the summer. 27
Friday
May 19 2017
Theatrical Release
Teaser trailer release
Oct. 26, 2016 Austin Film Festival
Feb. 28, 2017 Cinequest
March 10, 2017 SXSW Late Feb. begin consumer advertising
May 19, 2017 Theatrical Release
Promotions & Publicity 28
Creative Advertising:
Round Trip
Strategy: Heavy Online, Billboards, Print, Publicity
Billboard, poster & print concept 29
To create awareness we will use social media to engage indie film fans as well as internet marketing. A reach strategy will ensure that our target is aware of Round Trip’s release.
Media Plan
As the release date grows closer, we will switch to a frequency strategy. During March, online ads will run through services like Hulu, Netflix, and Spotify. This will be a mix of short 30-second trailers communicating more detail about the film, and banner ads. As well as outdoor and print media. The saturation across multiple media platforms will ensure that Round Trip is on the top of our audience’s mind. Once the movie is released, we will continue the frequency strategy to remind those who are interested in the film that Round Trip is in theaters. By forgoing traditional TV ads, for the simple reason that millennials are watching less TV, we will be able to use our budget more efficiently.
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Online By focusing on partnerships with online providers such as Netflix, Hulu and Spotify we will be able to more effectively reach our target audience.
Round Trip
Round Trip
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Budget Allocation Online- 30% Print - 25% Outdoor - 10% Social Media- 10% Partnerships - 20%
The most money will be spent on online, because we will be doing ads on many online services, the next will be print, then partnerships and then outdoor and social media. 32
Market Research Concept Testing
During pre-production to provide insight into how receptive our target audience is to Round Trip. When I asked 10 people what genre they thought the title was, 6 of them said ‘comedy; 4 were unsure.
Positioning studies
To help specifically target groups of people and help them and help see if the marketing is effective.
Test Screenings Tracking & Exit Study
Before the film premiers at festivals and in theaters to aid in finalizing the theatrical cut. Tracking will aid in evaluating the effectiveness of the marketing activities, and exit studies will provide audience insight on the film’s playability. 33
Publicity
Publicity for Round Trip will help strengthen the film’s bond with its target audiences. Publicity will run from the beginning of the festival season with a reach approach and will become more saturated in the month leading up to the film’s theatrical release, at which point a frequency strategy will cement Round Trip in consumers minds.
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Talk Shows The stars of Round Trip will be sent to do interviews on television talk shows and radio stations in cities where the film is premiering.
We will have the lead actors do magazine interviews and covers, in publications that are popular among our target audience, such as GQ magazine.
Interviews
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Sample Pitch
April 24, 2017 Easterbrook Marketing To whom it may concern, Using technology to find love, or at least romance, is becoming ever more common in our continually progressing society. Although it might not always be successful. I submit to you the independent drama, comedy Round Trip. Set in the constantly moving Los Angeles, California, this film follows Keegan and Matthew as they embark on the taboo blind date. Keegan is a 20-year old film student, unhappy dating people his own age. And Matthew is a 33-year old photographer simply looking for the fun in life. After meeting online, the two decide to meet one day at Matthew’s hip, LA apartment. As Keegan arrives, he is instantly intimidated by the fast-paced life Matthew lives, full of models and clubs. The pair stumble through the typical awkward faux-pas of first dates that we are all familiar with. As marketer of this film, I can provide you with a full-scale marketing plan to bring this film to its audience. Thank you for your consideration. Please notify me for a screenplay. Amelia Easterbrook 206-310-6042 ameliaeasterbrook@roundtripfilm.com 36
Partnerships To stay true to the indie nature of the film, we will be straying away from most corporate sponsors and promotions. However, because there is a theme of photography in the film we will be doing a partnership with Fuji Film. The makers of polaroid cameras which have become very popular in the past 5 years. We will do a limited edition, red polaroid camera to promote Round Trip in the months leading up to the release. If users Instagram their polaroids with the #roundtrip and tagging Round Trip they will be entered to win tickets to the premiere as well as a meet & greet with the stars.
#roundtrip
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Stunts We will have the two main actors do appearances at screenings across the country shortly after the initial release. They will be able to meet fans, and connect with them.
Internet Marketing As mentioned before, online banner advertisements and social media will combine to bring the film to its target audience. Millennials and indie film fans spend much of their time on the internet, we will also run ads on internet music services such as Spotify, as well as internet TV services like Hulu and Netflix.
Social Media To give Round Trip a complete social media presence, we will use Facebook to provide information about the film. Twitter will be used as a way for the audience to directly interact with the film and ask questions. And Instagram will have more aesthetically based content, including behind the scenes and movie stills
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Online Ads Banner advertisements will display the film’s creative advertising and click through to the film’s various social media sites. These banners will be placed on popular websites amongst the target audience.
Blogger Outreach To generate credibility the film will be screened by prominent indie film bloggers who will then review the film, to create interest among the audience.
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Marketing Plan Amelia Easterbrook May 2017 40