MARKETING PLAN
Table of contents 4
The basics
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CHAPTER 1: festival strategy
18
CHAPTER 2: distribution strategy
24
CHAPTER 3: consumer strategy
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CHAPTER 4: PUBLICITY STRATEGY
41 42 43 44
Time line Budget Breakdown Media Plan Thanks
Cast & crew Synopsis Positioning Statement Target Audiences Target Cities Marketing Opportunities & Obstacles Key Creative
Target Festivals Festival Kit Festival Guerilla Corporate Synergy Distribution Materials Research Tactics
Release Overview Wide Release Date Advertising Strategy Creative Executions Print Outdoor & Guerilla Mobile Online Social Media Print Appearances Television Appearances Stunts
Executive summary Duality is life. One the hand we are the people we want to be in life. Carving out a future for ourselves where we can be happy is something everyone can relate to. On the other hand, we are simultaneously connected to our past and our family. Jolly B. Fierce is the story of a young Filipino drag queen with such duality in his life. His free and independent spirit lives in his stage persona named Jolly B. Fierce. However, offstage, Rodel battles with the expectations of his family, and doing what makes him the happiest. Jolly B. Fierce is a film that encompasses the idea that we have the freedom to find happiness in who we really are. This marketing plan for the film details exactly how this big idea will be brought to the American public in a successful way. By following strategic guidelines, Jolly B. Fierce will resonate with the target audiences using a variety of media, publicity, and festival outlets.
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KEY CREW MEMBERS Allison arachea Writer/director
Allison began her career by participating in the Asian American Association Film Festival at UC Davis where she received a dual B.A. in Film Studies & English. Currently, she attends Chapman University where she is receiving an MFA in Film Production with a directing emphasis.
Suzanne Bertrand Rachel gelb Production Designer
Cinematographer
frank martinez
jeff mceachin
Sound Designer
Editor
Angelica Robinson Producer
Angelica, a Los Angeles native, is currently a MFA/MBA student pursuing Film & Television Producing at Chapman University. Having produced and worked on a number of projects, Angelica now also works as a Universal Studio Guide at NBC Universal.
KEY CAST EJ ARRIOLA Rodel Biagan / Jolly B. Fierce
Having trained at the American Musical & Dramatic Academy in New York Ej has performed in Japan Meets California and Blood Brothers. His film credits include short films such as Pacific Island Box and Empanada.
jon jon briones Edward Biagan
Jon Jon has experience in both theatre and music, having starred in productions of Miss Saigon and Les Miserables. He has also starred in General Hospital and Las Vegas television shows.
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Genre: Family Drama
RATING:
SYNOPSIS: On the stage of Club Cha Cha Cha, Rodel Biagan transforms into drag queen superstar and an up-andcoming Filipino television personality, Jolly B. Fierce. One night, he receives a phone call from his sister, Rosalind. She tells him that his mother’s cancer treatment is not working and that her death is inevitable. Despite being estranged from his family for six years, Rodel arrives at his family’s home in Los Angeles. To his surprise, he is welcomed with open arms by both his mother, Imelda and his teenage niece, Christine. However, the same cannot be said for his older brother, Edward, who immediately accuses Rodel of abandoning the family to pursue a superficial and useless career. No matter how much Rodel tries to refer to his success and his talent in making people happy, Edward responds with a cold shoulder. When Edward catches Rodel giving Christine a hands-on makeup lesson, he loses all patience. A fist fight ensues, and Rodel, much to his surprise, delivers a hard blow on his brother’s face. Shocked at his aggression, he leaves the house. Will Rodel gain the courage to face his brother? Or will he run away, just as he did when he was rejected by his father? Will Rodel face the truth of his past not only for the sake of his dying mother, but also for himself? Synopsis provided by Angelica Robinson
Positioning statement: Not only a story about family, and the loving ties that bind us, Jolly B. Fierce is a film about finding your independence despite what other may think about you. We see Rodel wrestle with this while he preforms as Jolly B. Fierce, knowing that his brother disapproves. His struggle will identify most with those who are also working to find themselves after breaking away from the world they were brought up in.
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The Big Idea The big idea for this campaign will revolve around independence. Rodel finds his independence through doing what brings him joy and it is only when he comes back to his family that he must reconcile his choices with their expectations. Because of this, Rodel becomes stronger, and a role model for those who are also balancing two sides of themselves.
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PRIMARY TARGET AUDIENCE
The independent segment The independents are a unique demographic in that they are beginning to carve their niche in the world, and are the largest potential demographic for Jolly B. Fierce. Immersed in a world outside of their parent’s house, the Independents appreciate their family, but find excitement and adventure while blazing their own trail. Demographics: 25-35 Urban Single
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Psychographics: College educated Independent Intellectual Somewhat affluent Trend conscious
SECONDARY TARGET AUDIENCE
The Compassionate Segment The compassionates, likely to have children of their own, will primarily identify with the mother of Rodel. This demographic accepts their children and wishes them success in whatever they wish to pursue. Demographics: Women Age: 35-45
Psychographics: Social liberal Has teenage or full grown children Affluent Reformer* - Favoring favoring independent judgment, curious and enquiring, and support growth of new product categories.
TERTIARY TARGET AUDIENCE
The Established Segment This demographic has found their place in the world. Working in a field that gives them happiness, the Established segment has lived away from their family for some time cultivating their own life. This is an important segment to address as they have spent enough time away from their childhood world to see the true value in keeping ties with family. Demographics: Men 25-35
Psychographics: Intellectual Affluent Reformer* - interested in personal growth, social awareness. Select brands for intrinsic quality.
*Profiles taken from Cross Cultural Consumer Characterization by Young & Rubicam
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Target cities Location, location, location is the name of the game when marketing Jolly B. Fierce to a national audience. The cities outlined below are placed primarily on the East and West coasts, which tend to lean to the liberal side of the political spectrum. This affiliation is important considering the LGBT themes present in the film, and therefore more time and energy will be focused on traditionally blue states.
Primary New York City Los Angeles San Francisco
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Secondary Boston San Jose Seattle Denver Miami
MARKETING OPPORTUNITIES Cultural elements
LGBT THEME
As the film is centered around a Filipino and his family, Jolly B. Fierce has a built in community to reach out to.
Rodel is a drag queen, and also openly gay. Therefore, the support of the LGBT community would be a great asset to this film.
Iconic drag queen imagery
Music
The words,”Drag Queen,” conjures images of glitter, make up, and extravagant costumes. These elements can be used to great effect when marketing this film.
With especially licensed tracks from the Philippines, the music in the film is an asset this marketing plan cannot ignore.
Sympathetic characters
MARKETING obstacles
Jolly B. Fierce is a human story with characters sculpted in such as way that our target audience will sympathize relate to their emotions and motivations. Not only that, but the characters specifically relate to different segments in the target audiences.
LGBT THEME Although this element allows us an excellent marketing opportunity, it also presents an obstacle. While the world is becoming more progressive, there are also those who still feel uncomfortable with homosexuality, and transgender persons.
Unknown actors Since Jolly B. Fierce was created in the graduate film program at Chapman University, it is expected that the film has no well-known actors in it. However, this does allow an audience to experience the film with no preconceived notions of the actor’s performance.
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Key creative One sheet The poster for Jolly B. Fierce is illustrated in order to differentiate it from other creative work in the market place. By showing the two sides of Rodel, both his drag queen persona as well as who he is without the makeup, the viewer gets taste of what the film is about. The feather that is featured in the logo, as well as other creative works on the campaign represents the independent nature of Rodel, as well as that of our target audiences, reflecting back on the film’s positioning statement.
Tagline
The tagline, “Own It,” exemplifies the film by expressing the independent spirit of Rodel, and his unwillingness to compromise
Color pALETT
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The colors for Jolly B. Fierce are bright and exciting, mixed with pops of black and white
1 F e s t i v a l s t r a t eg y
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Jolly B. Fierce will be submitted to strategic festivals that run from April to November 2012. By targeting niche festivals such as the Chicago Filipino Film Festival, we will be able to speak directly with the communities represented in the film.
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Target festivals
Newport Beach Film Festival (April 2012) An Orange County film festival located in Newport Beach. Due to Jolly B. Fierce’s affiliation with Chapman University, a prominent university in the heart of Orange, and Orange County being used as a location in the film, the Newport Beach Film Festival is ideal.
Frameline Film Festival (June 2012) With a mission to, “Strengthen the diverse lesbian, gay, bisexual and transgender community,” the Frameline Film Festival provides an ideal platform to screen Jolly B. Fierce. Also known as the San Francisco International LGBT Film Festival, Frameline attracted an attendance of 60,000 and features as the most prominent LGBT arts program in the Bay Area.
Moondance film festival (September 2012) The Moondance Film Festival’s mission is to celebrate films that examine complex social issues and strengthen relations between international audiences. Also founded as an alternative to the Sundance Film Festival, which featured no women winners in 22 years, The Moondance Film Festival is a perfect fit for Jolly B. Fierce.
Chicago Filipino film festival (November 2012) In order to reach out to the Filipino community, Jolly B. Fierce will be screened in Chicago at the Filipino Film Festival. Presented by the American Filipino Network, the festival will bring the film directly to an audience that will celebrate the story and it’s characters.
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Festival kit (Below) Cast and crew bios, publicity photos, press release, pitch letter.
(Above) DVD and case.
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(Above) Poster
Festival Guerilla
When at festivals we will plaster the area in authentic-looking posters advertising the Karaoke Battle television show that Jolly hosts in the film. These posters will incorporate a QR code leading the viewer directly to screening times of Jolly B. Fierce as well as a trailer for the film.
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2 D i s t r i b u t i o n s t r a t eg y
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Distribution strategy Focus Features has had great successes in the past with distributing films with gay main characters and LGBT themes. Both Milk and Brokeback Mountain were both distributed by Focus Features and were positioned quite differently, though successfully. As a smaller distribution company that has worked with more artistic properties, Jolly B. Fierce would have a partner in it’s distribution strategy.
Although none of the films featured above deal specifically with Filipino characters, or drag queens, it shows that Focus Features is unafraid of “Hot-Button” issues.
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Corporate synergy Television: Universal owns many relevant niche channels that speak directly to the targeted demographics. Bravo, for instance, is known for appealing to young women and young men with shows such as Top Chef and The Real Housewives.
UNIVERSAL STUDIOS City Walk: Located outside Universal Studios Hollywood (Also owned by Universal), City Walk is home to cinemas, restaurants, and the Gibson Amphitheater. With all these amenities, the City Walk provides an all-round entertainment location.
Music: Comcast NBC Universal also own Universal Music which features artists such as Florence + The Machine, Lady Gaga, and own smaller labels such as Interscope Records.
Hulu.com: A central hub for online television, Universal partners with Hulu. Known for providing next day streaming content from networks such as NBC, FOX, CBS among others.
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Materials in order to bring Universal’s attention to Jolly B. Fierce, mailers will be sent to key executives at the company. These mailers will highlight and sell the film, by showing off the potential for success in a consumer marketplace
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Research tactics This film will use research to great effect when implementing the campaign. Using tactics such as focus groups and screenings will ensure that the campaign remains in line with the original positioning statement of the film.
Focus groups: Before, during and after every step in Jolly B. Fierce’s campaign we will continually test the creative materials to ensure that our audience is responding to the positioning of the film. Focus groups provide an ideal way to test our creative materials as most participants will not be familiar with the property, and can be objective.
Other research: Because Jolly B. Fierce is not an adaptation, inspired by any other properties, or have any well-known actors attached, other forms of research (Such as Positioning Studies, or Popularity Polls.) will be used sparingly, if at all.
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Preview screenings Preview screenings provide not only a snapshot of how audiences react to the film, but can also be used as a way to strategically implement word of mouth among relevant audiences.
PRE DISTRIBUTION: In order to convince prospective distributors, such as Focus Features, of the playability and marketability of the film, Jolly B. Fierce will be screened for a selective target audience. By doing this, the film provides solid evidence of being a culturally relevant film that should be presented to a national audience. Such screening audiences will include those who fit the target demographic profiles in San Francisco, Los Angeles, and New York.
CONSUMER RESEARCH: Once distribution is secured, preview screenings will be conducted for another purpose. In this stage, we will present the film to highly niche audiences portrayed in the film. By gaining the approval of the Gay and Filipino communities we can ensure that word of mouth will be initiated by credible sources. Conducted before a consumer marketing plan rolls out, this research allows for all advertising materials to remain on strategy for the duration of the campaign.
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3 Co n s u m e r s t r a t eg y
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In order to successfully bring Jolly B. Fierce to consumers, we must build first influence the appropriate taste makers. By targeting a small market of influencers on the target audiences, we can then broaden creative materials and media reach building up to a wide release date with subsequent success in the following weeks.
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Release overview Three weeks before the wide release, we will begin select screenings in San Francisco, Los Angeles, and New York.
Two weeks out we will begin screenings in our secondary target cities and the surrounding suburban areas, in megaplexes and independent theaters alike.
On December 7th, 2012, Jolly B. Fierce will be released wide with particular emphasis on the East and West Coasts, as well as states that voted Democratic in the last election.
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Phase 1
Phase 2
Phase 3 (Wide release)
Going wide: the release date
By going to a wide release at the beginning of December we are able to capitalize on the themes of family togetherness that are present due to the holidays. Also, we reach our independent target audience who will likely be returning home for the holidays after being away for long periods of time.
The competition: The Week before:
The Week Of:
The Week after:
• Rise of the Guardians
Genre: Animated Christmas comedy Plot: The Easter Bunny and others band together to defeat the Bogeymen
Although The Hobbit would seem to have a male skew to its demographic, and therefore be less of a threat, this film is likely to be a huge cultural event. Therefore opening this weekend would be extremely unwise.
• Parental Guidance
Genre: Comedy Plot: A grandfather must learn to take care of his grandchildren.
And • 47Ronin
• Les Miserables
Genre: Period Action Drama Plot: A band of Samurai avenge the death of their master
• Gravity Genre: Sci Fi Thriller Plot: A lone survivor of a space mission desperately tries to return to Earth.
Genre: Period Musical Drama Plot: Based on the novel by Victor Hugo and starring Ann Hathaway and Hugh Jackman.
However, by opening a week before, we establish ourselves in the marketplace as an alternative and can continue to grow as December progresses.
*2012 release date information as of November 2011
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ADVERTISING STRATEGY:
By positioning Jolly B. Fierce as a story about independence and family, we can advertise Jolly B. Fierce using a three stage system that builds to a successful theater run. By also drawing from our rising distribution strategy, the film will use advertising to first build familiarity, raise interest, and then create desire.
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Because films starring characters in drag queen attire can be off-putting to viewers in some cases, it is necessary to familiarize our audience with the property and drag queen elements before we can convince them to see the film.
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2
3
Once our audience recognizes the human story in Jolly B. Fierce, we can then begin to pique their interest in seeing the film.
Now that the audience is curious about Jolly B. Fierce, we can appeal to the target audience through creative materials and continue to remind them of the film pushing through to the wide release date.
Creative executions: print
In order to fully maximize the print component of this campaign, Jolly B. Fierce will insert ads that features a clear film with drag queen makeup that turns Rodel into the stage performer, thus emphasizing the duality of his life in an eye catching way. These inserts will be placed in magazines that most effectively reach the target audiences such as Rolling Stone, Entertainment Weekly, and Time magazine.
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Creative executions: outdoor & Guerilla
Out of home Media placements such as billboards, bus stops, and building wraps will be utilized to further reach the target demographic. These ads will be placed in our target cities with a focus in Filipino neighborhoods and communities.
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BEFORE
Guerilla marketing: Billboard hijack Jolly B. Fierce will hijack currently standing billboards featuring male models, placing heavy makeup and wigs over them, along with the Jolly B. Fierce logo. By doing this, we express the duality of Rodel’s life in an unusual way that will be distributed in the early stages of the campaign to build intrigue, buzz, and maybe even some press coverage
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Creative executions: mobile
By partnering with Get Glue, users will be able to earn sticker when viewing a trailer, going to a screening, or checking in while the film is in theaters. Get Glue is unique in that once a user unlocks a sticker, they have the opportunity to receive physical copies of the stickers in the mail, thus extending our message well beyond the opening weekend.
SHAZAM On seeing the trailer on television or on a computer, users will be prompted to activate the Shazam app on their smartphone. After identifying the audio, the app will allow users to see local theater times, go to the mobile website, or share the trailer to Facebook or Twitter.
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Creative executions: online Jollybfierce.com This website will serve as a hub for all information pertaining to the film such as character bios, set photos and blogs, festival news, and downloads like wallpapers and ringtones. From here, users will also be able to buy tickets and locate screenings of the film in their area.
pandora internet radio
spotify
Pandora.com is an online radio site that combines songs of similar elements and places them together on one station. Due to information gathered when users sign up, this platform offers a highly segmented advertising opportunity to reach our target demographics.
Spotify is an application for online music streaming. Recently new to the United States, Spotify allows users to access a wide range of tracks on demand sponsored by advertising messages. Jolly B. Fierce will advertise on this platform featuring exclusive playlists and links to the trailer and website.
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Social media
Using Facebook is a necessary way to connect with our audience. After “Liking” the Jolly B. Fierce page, user then gain information on local preview screenings before the wide release. Updated content will include videos from the cast and crew, as well video diaries from Festivals and premieres.
Twitter is another necessary avenue for Jolly B. Fierce to reach it’s potential audience. By providing up to the minute news updates, this account can update it’s followers on news related to the film as it happens in real time. Other content will include links to partnership, screenings, and recipes on how to make the traditional Filipino cuisine featured in the film.
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4 Publicity
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PUBLICITY strategy When publicizing Jolly B. Fierce we will use media channels that will best reach our target demographics. In order to correctly utilize the media our objective will be to reach out to various gay media outlets (Such as Advocate and Out magazine.) As well as Filipino outlets. By doing this we establish credibility and help influence the opinion makers for these two demographics. Other outlets targeted through publicity will include media vehicles most commonly used by the target audiences.
(Left) Along with other publicity materials, this press kit will also include a fabulous pink flask, similar to the one used by Rodel in the film.
(Above) Example pitch letter to Tim Teeman of Vogue
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(Above) Electronic Press Kit contained on branded thumb drive with real lipstick and key chain.
Publicity appearances: Print Print publicity Going beyond simply advertising in print media, we will pitch to magazines that are relevant to the women detailed in our target audiences. The print publicity is aimed primarily at women as they tend to read more magazines than men. In Vogue, we will suggest a story and interview with the costume designer of Jolly B. Fierce. This will help promote the film in an unique way that appeals to the readers of the magazine. Harper’s Bazaar often runs features on strong women role models, therefore giving Jolly B. Fierce to be featured along with an interview with the director of the film. By being featured in Harper’s Bazaar, the film will reach the affluent, trend conscious women in the target demographics. We will also pitch to Metro magazine, an arts and lifestyle magazine published by Filipino company ABS-CBN. By offering an interview with the filmmakers and cast, Jolly B. Fierce will reach an audience that can relate to the cultural themes of the film.
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Publicity appearances: television Television publicity By utilizing television publicity, we can continue to reach each demographic segment to build interest in Jolly B. Fierce. Instead of a simple Q&A style interview, the cast will have unique opportunities to help publicize the film in an intriguing, memorable way.
Jolly B. Fierce’s cast will also have the opportunity to appear on The Ellen Degeneres Show. Known for her fun shows, Ellen will call up members of the audience to participate in a Karaoke competition with the film’s cast.
(Left) Ellen learns a Bollywood Dance on her daytime talk show
The today show Jolly B. Fierce’s main cast will appear on the Today Show on NBC in the morning. Along with a traditional interview they will both learn to make Lumpia, a traditional Filipino dish, as food is a cultural element present in the film.
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Stunts
Beach Blanket Babylon, San Francisco‘s longest and best known musical revue will feature a segment starring Filipino music from the film, “Jolly B. Fierce.” leading up to the premier. By partnering with Beach Blanket Babylon, Jolly B. Fierce will reach those who are familiar with the drag queen scene in a non-obstrusive way that will not detract from the show.
Premiere The premiere of Jolly B. Fierce will take place the week that it is released wide and will feature a parade from the Filipino district of Los Angeles right up to the doorstep of Grauman’s Chinese Theater.
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Partnerships Because of the drama elements of the film, Jolly B. Fierce will refrain from partnering with a multitude of companies to avoid being accused of selling out the major themes of the film. Therefore, partnerships will be limited to a strategic few, such as It Gets Better and Starbucks, which will do much to help promote the film without attaching the name of the film to every product on the shelf.
IT gets better project Jolly B. Fierce will partner with the It Gets Better Project, a non-profit that reaches out to LGBT youth in order to reduce teen suicide due to bullying and hate crimes. Our cast and crew will create videos of support, and the project will become the exclusive philanthropy partner of Jolly B. Fierce.
Starbucks partnership Consumers will be able to download a free song from the Jolly B. Fierce soundtrack after being featured on Starbuck’s Pick of the Week. These cards are placed in every store location nationwide and direct users to iTunes to redeem the download code. The download is also highlighted on the homepage of Starbuck’s free Wifi.
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PUTTING IT ALL TOGETHER
Overall time line To the left is a complete time line of all marketing strategies including festival dates and the advertising strategy. This shows how the campaign evolves and builds up to a successful release date.
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BUDGET breakdown
Print: $6,250,000 Online & Mobile: $2,500,000 Television (Cable & Network): $7,500,000 Outdoor: $1,750,000 Radio: $750,000 Publicity & Promotions: $3,750,000 Production: $2,500,000
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Total Budget: $25,000,000
Media plan PRINT
Rolling Stone Time Magazine Entertainment Weekly New York Magazine W Magazine Harper’s Bazaar Vogue
MOBILE
Shazaam App Get Glue
ONLINE
RollingStone.com Facebook.com IMDB.com iVillage.com NyTimes.com NBC.com USAToday.com Spotify Yelp.com Yahoo.com VH1.com JollyBFierce.com
ONLINE: STREAMING VIDEO
TV: CABLE
Two Page Insert Two Page Insert Two Page Insert 4 Color Bleed Full 4 Color Bleed Full 4 Color Bleed Full 4 Color Bleed Full
Hulu.com NBC.com ABC.com CBS.com VH1.com
30: 30: 30: 30: 30:
Trailer Trailer Trailer Trailer Trailer
Bravo: Top Chef
30: 30: 30: 30: 30: 30: 30:
Trailer Trailer Trailer Trailer Trailer Trailer Trailer
30: 30: 30: 30: 30: 30: 30:
Trailer Trailer Trailer Trailer Trailer Trailer Trailer
Bravo: Work of Art Travel Channel: FX: How I Met your Mother
E!: Scouted E!: Chelsea Lately FOX: Raising Hope FOX: House NBC: The Sing Off NBC: Fashion Star CBS: The Amazing Race
ABC: Modern Family ABC: Extreme Home Makeover
OUTDOOR
RADIO
Pg Pg Pg Pg
10
17
24
1
8
15
22
NOVEMBER 29
5
12
19
26
DECEBMBER 3
10
COST
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$6,250,000
Skyscraper/Leaderboard Target Ad Leaderboard/Expandable Full Takeover Full Takeover Full Takeover Full Takeover Sponsored Advertising Expandable Banner Expandable Banner Skyscraper/Leaderboard Official Film Website
Bravo: Inside the Actor’s Studio
TV: NETWORK
OCTOBER
SEPTEMBER 3
$2,500,000
$7,500,000
Guerilla Billboards Bus Stops Urban Billboards
Billboard Takeover
LA Market NYC Market SF Market
15: Commerical 15: Commerical 15: Commerical
Distribution Phase 1
$1,750,000 $750,000
Total Media Budget: $18,750,000
Distribution Phase 2 Wide Release Week
*Media vehicles chosen based on MRI Reporter information accessed November 2011
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Dawn Taubin for sharing her vast knowledge of the industry and helping us every step of the way. Cory O’Connor for the knowledge I have learned these past four years on NSAC and in class. Everyone who I have met while working NSAC during my time at Chapman University. This book would certainly not have been possible without you. Angelica Robinson and Crew for accommodating me on set and creating what is sure to be a fantastic film. Entertainment Marketing Section 401, we learned so much from each other, and now we finally did it!
Photos and images belong to their respective owners. All creative work is copyright of Kate Eglen and may not be used or reproduced without permission.
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Kate Eglen KateEglen@gmail.com KateEglen.com