THE MARKETING PLAN
The development of a marketing plan is much like the topic of this documentaryclimbing Mt. Kilimanjaro. Such a feat requires planning and perserverance, but also the patience to take it one step at a time. Mt. Kilimanjaro’s “steps” are broken down into 5 ecological zones, each characterized by a distinct climate that, when put together, provide rare diversity that cannot be seen anywhere else in the world. The five stages of this marketing plan mirror these zones, which build upon each other to create a unique and strong product that could not be completed otherwise. Each stage is distinguished with a color to match the vibrance of Kilimanjaro and the features of each climate.
STAGE 5: SUMMIT
STAGE 4: ALPINE DESERT
STAGE 3: MOORLAND/ HEATH STAGE 2: RAINFOREST
STAGE 1: BUSHLAND 2
TABLE OF CONTENTS 2-3 4-5 6 7 8 9 10-11 12-13 14-15 16-17 18-19 20-21 22-23 24 25 26-27 28-29 30-31 32 33 34-35
Table of Contents Bushland Intro (Foundations) Executive Summary Artistic Direction Plan Objectives Synopsis / Concept Capsule Crew Bios / Production Photos Cast Bios / Key Art Rainforest Intro (Conceptual) Target Audiences Marketable Elements The Big Idea / Tagline Moorland / Heath Intro (Festivals) Festival Overview Festival Selection Festival Kit Materials Festival Execution Alpine Desert Intro (Distribution) Distribution Overview Distribution Selection Distribution Execution
36-37 38 39 40-41 42-43 44-47 48 49 50 51 52 53 54 55 56-57
Summit Intro (Consumer) Consumer Overview Media Strategy Guerilla / Print Ads Media Schedule Partnerships Online Promotions Social Media Public Relations Pitch Schedule Corporate Synergy Premiere Media Budget Thanks Bibliography
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Part 1:
BUSHLAND Like all obtacles to climb, each expedition must start with a
foundation. Cheifly consisting of grasslands and cultivated
areas, the bushland is the first ecological zone on Mt. Kilimanjaro. Much Tanzanian agriculture is found in the bushland’s warm temperatures and rich volcanic soils, serving as the base of any journey towards the Kilimanjaro summit. It is in this section that this marketing plan presents its foundation as well.
4
-executive summary -objectives -synopsis -concept capsule -cast and crew bios -key art5
EXECUTIVE
SUMMARY We all carry things through life. Backpacks, laptops, groceries. Coffee cups, briefcases, boxes. But not all of our weight is tangible. We also carry our family, our friends, our loved ones. You can carry a spirit. Or a hope. Or a dream. We carry grievances, heartbreaks, disappointments. Secrets, loyalties, responsibilities. Pride is carried. Reputations are carried. This book in front of you was carried. We now introduce you to the marketing plan of On Their Shoulders that takes carrying and puts it on a whole new level. 19,344 ft in the air, to be exact. On Their Shoulders is a documentary that examines the unique lifestyle of Tanzanian porters who carry climbers’ luggage up Mt. Kilimanjaro. The following material documents the unique marketing tactics employed for festival circuits, distribution aquisition, and the theatrical campaign of a platform release in September of 2012. Partners such as Delta Airlines and Clif Bar have joined in the effort to share this documentary with audiences looking for a mental, physical, or emotional challenge. With a 25 million dollar media budget, the use of thought provoking promotions, and an attention grabbing implementation of ad vehicles , the plan is designed to connect with consumers and inspire conversation amongst them. 6
We now invite you to pack up your life’s weight and begin your journey with us to the peak of Mt. Kilimanjaro.
ARTISTIC DIRECTION TINGA TINGA
Characterized by bright colors and basic designs, Tinga Tinga is a style of painting widely represented in Tanzania. In fact, Tinga Tinga paintings are commonly sold at Kilimanjaro’s base to tourists. The vibrant patterns of Tinga Tinga is the key artisitic element of this marketing plan.
POLAROIDS & STAMPS Traveling, cultural exploration, and the passion to document life’s adventures are all interests expressed in the film and shared by wide audiences around the world. Polaroid pictures and passport stamps will be used throughout the plan as a symbols of these elements.
STRAP
The main duty of Kilimanjaro porters is to bring the client’s baggage up Mt. Kilimanjaro. This concept of weight and carrying is the center of On Their Shoulders’ campaign and signified with the brand icon of a strap. Straps are designed to withold great weight, keep things together, and support whatever load it may carry. These qualities parallel that of a porter and are metaphorically represented with the strap’s prominent presence in every aspect of the marketing plan. 7
PLAN OBJECTIVES -Launch into the festival circuit in a confident and unique manner that catches attention and intrigue. -Acquire distribution with a studio that fits the film’s goals, is passionate about the film’s message, and will ensure exposure to the film’s target audiences. -Connect with consumers and inspire a dialogue amongst them, thus establishing a networked consumer group that generates buzz and interest about the film. -Attain ticket sales by developing a theatrical campaign that stimulates curiosity and resonates with the consumer. -Present a clear and memorable brand that highlights the film’s unique qualities and can be recalled easily in the consumer’s mind. 8
SYNOPSIS Thousands of people climb Mt. Kilimanjaro each year. However, many of these people would not be able to reach its peak without the help of the Tanzanian porters, guides, and servers that assist them throughout the trip. On Their Shoulders is a glimpse into Kilimanjaro’s tourist industry from the perspective of these individuals. Porters and servers make a living by carrying client’s baggage up the mountain, setting up camp for the climbers, and helping them with any additional accommodations they require. Each seek the financial and educational benefits of becoming a guide. Guides are in charge of the tours and ensuring the climbers reach the peak and return safely. The film depicts what an average day of work entails for each of these positions, as well as the challenges and risks porters face with each trip. Tours are physically grueling for porters, who carry up to 50 lbs of luggage, must buy equipment on their own, and often lack the proper necessities for the weather conditions and altitude. These issues are expanded upon throughout the documentary through interviews with Godlove, the head guide, Abraham, the owner of the company, and Pasco, a server on the trip. They explain how difficult a porter’s work is, but go on to explain how they endure the hardship to support their families and develop relationships with the clients. Each point out the positive influence that American tourism has on the Tanzanian community and encourage audiences to continue visiting Mt. Kilimanjaro because of its direct benefits on their society.
CONCEPT CAPSULE A glance at the lifestyle of Kilimanjaro porters, the hardships they face, and the positive influence of the American tourist industry on Tanzanian communities.
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CREW BIOS Heather Horn DIRECTOR
Heather Horn is currently pursuing cinematography as a graduate student at Chapman University’s Dodge College of Film and Media Arts. Horn went to Nevada for her undergrad and was a participant on their rifling team as well. This trip was particularly special for Heather because she was able to see the Heather plant and forest she was named after.
Elizabeth Hartnett EDITOR
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Elizabeth Hartnett is a junior at Chapman University majoring in TV Broadcast Journalism with a documentary emphasis. Hartnett has completed several documentaries at Chapman’s Dodge College of Film and Media Arts. She is currently looking forward to going to Ghana this summer with the documentary program. As a participant of both the Community Voices and Destination: Africa scholarship programs, Hartnett hopes to give a voice to those who may not be heard otherwise.
Heather and Liz are two of eight students that climbed Mt. Kilimanjaro this past Janary. Each student was given a camera and shot a documentary of their own. Two Chapman professors, Jeff Swimmer and Jurg Walther, led the expedition. 11
CAST BIOS Abraham
COMPANY HEAD Abraham has an executive position at the Nature Discovery tour company and is the “boss� to Godlove and Pasco. His political insight about porters and the Tazanian community was vital to this documentary.
Godlove
HEAD GUIDE As head guide, Godlove is in charge of caring for the clients and making sure they make it up and down to mountain comfortably. He has made over 200 trips up Mt. Kilimanjaro in his 10 years of working and feels lucky to have been able to get out of porter work after about 80 trips.
Pasco
SERVER
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Pasco is a server, which means he provides meals and cleans dishes throughout the trip. He has been working on the mountain for 9 years- this job allows him to support his wife and 7-month daughter, Karen. Someday Pasco dreams of going to school and becoming a chef.
KEY ART
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Part 2:
RAINFOREST The second ecological zone, rainforest, is where Mt.
Kilimanjaro takes root and comes to life. With about six and half feet of rain per year, the rainforest is home to a wide array of flora and fauna including giant camphorwood trees, hanging moss, colombus monkeys, elephants, giraffes, buffalo and leopords. It is here that this marketing plan finds the
conceptual roots for development and growth.
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-target audiences -marketable elements -the big idea -tagline~
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TARGET AUDIENCES Why do more than 25,00 people climb Mt. Kilimanjaro each year? It’s the thrill of pushing themselves. And whether this push is physical, mental, or emotional- On Their Shoulders is targeted for audiences who are up for a
challenge.
PRIMARY: CHALLENGING THE BODY Male/ Female, ages 18-30
Whether they are health nuts or rock climbing enthusiasts, marathon runners or yoga instructors, the Body Challengers are physical adventurers. They are passionate about how they use their bodies and love to experiment with how far they can push themselves. Body Challengers are independent, young adults, often times students or recent college graduates entering the workplace. They have low income but take environmental sensitivity into their buying purchases. Body Challengers are also tech savvy, using online media to receive information and entertainment. MEDIA PREFERENCES: 127 Hours, ESPN, XTreme Sports
POSITIONING STATEMENT: 16
19,344 feet. 5 different climates. 1 of the 7 summits. And if you’re gonna reach the top... you’re gonna need these guys.
PRIMARY: CHALLENGING THE MIND Male/ Female, ages 30-60
The Mind Challengers are intellectual adventurers who, above all, share a passion for travel. They are tourists who educate themselves by experiencing new things, crave cultural investigation, and strive to become well-rounded citizens of the world. Mind Challengers have the wealth to support frequent travels, are highly educated, and use media as a way to further this education. MEDIA PREFERENCES: Travel Channel, Discovery Channel, Planet Earth
POSITIONING STATEMENT:
No 5 star hotels. No spas. Just you and the culture that gets you there.
SECONDARY: CHALLENGING THE HEART Females, age 25-55
The Heart Challengers are emotional adventurers that explore the soul rather than the mind or body. Their interests are people based, thriving on stories of heroism, survival, and the strength of the human spirit. Heart Challengers have a strong maternal instinct, a steady income, and take responsibility for their children and husband. They frequently turn to media as a way to reward themselves after a long day. MEDIA PREFERENCES: The Blind Side, Extreme Home Makeover
POSITIONING STATEMENT: Every life has a weight limit.
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MARKETABLE ELEMENTS RELATIONSHIPS
First and foremost, this is a character-driven story about relationships. This includes relationships between: -porters and their families -porters and their fellow porters -clients and porters -porters and the companies they work for
CULTURAL INVESTIGATION On Their Shoulders exposes audiences to the unique lifestyle of Kilimanjaro porters as well as the Tanzanian communities they come from. This concept of culural investigation is a crucial element to the film that will appeal to many niche audiences wanting to educate themselves about the world.
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KILIMANJARO SCENARY Shooting on Mt. Kilimanjaro provides for some absolutely breathtaking scenary. This incredible cinematography of natural beauty is a unique element that other documentaries may not be able to bring to the table.
STRENGTH OF THE HUMAN SPIRIT The endurance and perserverance of porters, despite the hardships of their daily duties, is an uplifting aspect to the documentary. This “route for the underdog� feel will resonate with many audiences and motivate them to support the film.
WEIGHT & CARRYING Since porters are in charge of carrying luggage up the mountain, the concepts of weight and carrying are essential to the film and the campaign. By taking this element and giving it a metaphorical subtext, we can open the story up to universal audiences.
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THE BIG IDEA
On the most basic level, this film is about porters who carry baggage up Mt. Kilimanjaro. The challenge is that a foreign subject like this one may not resonate with American audiences that have no connection to this line of work. However, as we introduced earlier, we all carry things through life, and these things do not always come in a physical form. These porters are not just carrying luggage- they are carrying their family financially, carrying their dream to be a guide, and carrying educational and societal limitations that dampen these aspirations. For us, these elements may be overdue bills, heartbreaks, or corporate responsibilities. But regardless of the origin, these burdens build to compose your “life is the marketing plan’s big idea.
LIMITATIONS CHILDREN
FRIENDS FINANCES EXPECTATIONS HOPES 20
weight” and it is
this concept that
RELATIONSHIPS FAMILY WORK EDUCATION GRIEVANCES DREAMS
LIFE WEIGHT
So...
HOW MUCH DO YOU CARRY? This is the question that drives the marketing plan and thus serves as the TAGLINE for the campaign.
It takes a foreign, niche topic and places it on a level of
relatability and intrigue for audiences of wide interest and background. It provokes
self investigation while still keeping focus on the documentary’s themes of carrying, hardship and weight. It sparks curiousity and conversation. It challenges audiences to compare themselves to the film’s subject, thus
establishing a connection with the film itself.
Put simply, asking the consumer how much they carry invites them to become an active participant in the campaign. 21
Part 3:
MOORLAND/HEATH The Moorland / Heath is where Kilimanjaro really kicks into an athletic, uphill expedition. The fogginess of the rainforest vanishes to reveal a clear and cool landscape that this zone is known for. Now that a conceptual base has been developed, On Their Shoulders now can enter festival circuits with the same clarity that this zone signifies. This section demonstates how On Their Shoulders will introduce themselves as a valuable asset and potential moneymaker in this festival market.
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-FESTIVAL: objectives -selection -materials -execution-
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FESTIVAL OVERVIEW OBJECTIVE:
To launch into the festival circuit in a confident and unique manner
that catches attention and intrigue.
STRATEGY:
Three different approaches will be executed during the festival phase of this marketing plan.
1) Select a pallet of festivals that complement the film’s strengths. 2) Network and impress with a strategically branded press kit that creates awareness about the film and highlights its potential for distributors.
3) Use guerilla marketing and free giveaways to introduce the
brand, lure in audiences, and generate buzz amongst influential players in the film industry.
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FESTIVAL SELECTION SILVER DOCS (June 2012): Silverdocs is ranked as one of the best festivals for documentaries in the world and has heavy influence on US buyers in particular. The Discovery Channel’s partnership with Silverdocs also works well with the cultural, educational, and adventurous aspects of the film. DENVER FILM FESTIVAL (November 2011): Denver has a great blend of rural and urban vibes that fits perfectly for this film. The Mile High city is a great platform for a documentary that involves climbing Mt. Kilimanjaro! However, the event still has enough weight in the festival circuit to create buzz and be taken seriously. LOS ANGELES FILM FESTIVAL (June 2012): The location of the Los Angeles Film Festival ensures that many influential Hollywood distributors will be nearby. However, the festival also offers $50,000 for the winner of the Best Documentary- the highest prize in the documentary festival circuit. Success at this festival would stir up some great publicity about the film. TRUE FALSE (March 2012): The True False Film Festival shares our campaign’s enthusiasm for creativity and innovative presentation. They also are one of the few US festivals that pay for everything. Known for kind, enthusiastic audiences and a fabulous time, this festival has a good vibe that should be associated with the film. AFRICAN WORLD (May): The African World Documentary Film Festival is designed to promote the life, knowledge, and culture of African countries. This is the perfect vehicle to introduce a documentary about Kilimanjaro porters! Success and publicity at this festival will highglight the unique cultural investigation that this film offers. 25
FESTIVAL KIT one-sheet
pitch letter
press release 26
key art
fact sheet
MATERIALS business cards
packaged DVD
cast & crew bios
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FESTIVAL CARE PACKAGES With tons of films all fighting for attention at festivals, these events can be crazy and stressful. Need help with the load? On Their Shoulders care packages will be available for free at the entrance of each festival and passed out by marketing staff throughout the event. These packages are designed to help participants “climb” throughout their busy day while introducing them to the film’s brand at the same time. Having festival attendees walk around with the totes and use the care package products will increase exposure and awareness about the film. To ensure that the On Their Shoulders journey does not end there, the film’s website will be present on all these takeaway products.
Each package includes:
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-a caribiner keychain -a stainless steel water bottle -a Clif Bar sample -a reusable tote bag -a brochure on Kilimanjaro
EXECUTION LANYARDS In addition to the care packages, On Their Shoulders lanyards will be handed out throughout the festival in an effort to involve and connect consumers to the film. The lanyards can be used to hold festival passes and business cards collected throughout the event. However, the plastic “I Carry” ID sleeve is customizable to each individual. When given a lanyard, each person writes something important to them that they “carry” throughout their lives. This sparks conversation and interest as the lanyards travel around the festival with their owners.
SCALES Scales will be placed in the bathrooms at all festival venues in On Their Shoulders’ guerilla marketing campaign. These scales will be embelished with symbols that measure your “life weight” instead of your physical weight. These scales are meant to introduce the concept of life weight to audiences and connect them to the film in this manner.
I carry...
the dre am to premier e!
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Part4:
ALPINE DESERT The stakes are heightened as we enter the harsh and unpredictable climate of the Alpine Desert. Little can withstand these cruel conditions, so there is scarce flora and fauna to witness as climbers continue their journey to the peak of Mt. Kilimanjaro.
Distributors are as ruthless and unforgiving as Alpine Desert
weather when it comes to putting their faith in a student documentary. In this section of the marketing plan, we introduce our strategy to capture the attention and support of distributors so On Their Shoulders can be reach a theatrical scale.
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-B2B: -objectives -selection -materials -execution-
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DISTRIBUTION OVERVIEW OBJECTIVE:
Acquire distribution with a studio that fits the film’s goals, is passionate about the film’s message, and will ensure exposure to the film’s target audiences.
STRATEGY:
Like the festival strategy, landing distribution will be broken down into three seperate tactics.
1) Select distributors whose brand image and niche market align with what our film has to offer
2) Put a new spin on traditional snail mail marketing with a series of Kilimanajro postcards that create suspense and intrigue
3) Break into the digital world through social media outlets that bring us close to distributors on a personal level and earns their trust as a solid investment
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DISTRIBUTION SELECTION: Paramount Vantage- After recently releasing successful documentaries such as Never Say Never and Waiting For Superman, Paramount has built its value as a vehicle for documentaries. Plus, many of its films (both fiction and non-fiction) display the “route for the underdog� quality this campaign is wishing to convey.
Disney Nature- Disney Nature is responsible for many heart-touching and educational documentaries. Their most recent film, African Cats, also dealt with the African culture in a similar manner. These elements, mixed with the wholesome Disney brand, would be a graeat distribution outlet for the film.
Focus Features- Focus Features has the quirky, indie vibe that would work well for this student documentary. Focus World has also recently launched the Africa First Short Film program that spotlights the work of African filmmakers. Although our film does not fit for this program, the vision and potential that Focus has expressed for the African culture is what we are looking for to support this documentary.
Fox Searchlight- Fox Searchlight specializes in inspirational human interest stories such as Secret Life of Bees, Crazy Heart, and Slumdog Millionare. They also have recieved much critical acclaim with recent Oscar nominees like 127 Hours and Black Swan. With these successes underneath their belt, Fox Searchlight would serve well to convery the emotional tone of the film.
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ATTACK OF THE SNAILS To add a new element to traditional snail mailing, On Their Shoulders will be using a series of postcards organized according to Kilimanjaro’s five ecological zones. Each postcard will be designed around a particular climate, tell the distributor a little bit more about the film on the back, and have a little goodie attached such as a caribiner or gift card. The last postcard about the summit zone will be sent with a Press Kit, similar to the festival kit, that shows the film in full and highlights its strength with that studio. This tactic sets up a situation in which the distributor is expecting something from us rather than us obnoxiously pushing the film at them.
We will call up each studio after the end of the series to make sure the postcards were recieved and to hopefully organize a meeting to discuss the film’s future with the company. 34
MAKING A DIGITAL CONNECTION Since social media has become such an influential marketing tool, it is important that we become part of the conversation. On Their Shoulders will expand on their twitter, facebook, youtube, and website during this phase to cater to individual distributors. Photography albums, behind the scenes youtube clips and thought provoking wall prompts will ensure that the sites are used to their fullest potential and drive user traffic. However, the digital road goes both ways. We will also become active participants on our distributor’s twitter and facebook pages. This is a great opportunity to network and express interest in the studio’s company efforts. Tactics used in this phase will include:
-twitter hashtag participation -retweeting relevant distributor posts -facebook partication -contact through website outlets -traffic through distributor youtube channel -linking to online blog sites
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Part 5:
THE SUMMIT
The summit of Mt. Kilimanjaro is where all efforts thus far come to a peak. With arctic temperatures at an altitude of 18,700ft, this is the most extensive, challenging, and rewarding hurdle on the mountain. Reaching the summit is the ultimate aspiration of any climber and the point of any journey in the first place. In this case, reaching the summit is achieving success at the box office on opening weekend. This section expands on the steps involved in the creation of On Their Shoulders’ theatrical
campaign.
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CONSUMER: -objectives -strategy -advertising -media -promotions -partnership -online -PR -pitch schedule -budget-37
CONSUMER OVERVIEW
OBJECTIVE:
Attain ticket sales by developing a theatrical campaign that stimulates curiosity and resonates with the consumer.
STRATEGY: 1) Utilize advertising and media vehicles in a unique way that generates buzz
2) Partner with companies that complement the film’s strengths 3) Develop online promotions that get consumers involved 4) Exercise public relations that target each demographic individually and connect with fans
5) Premiere in a fitting and creative manner that is consistant with the brand image
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We will assume for the remainder of this campaign that On Their Shoulders has been picked up by Focus Features and will undergo a platform release that begins its premiere on Sept. 14, 2012. Since the best months to climb Kilimanjaro are January, February, and September, the theatrial campaign and premiere gives interested climbers time to plan a trip of their own for the following Jan-Feb.
MEDIA STATEGY The concept of weight and carrying continues to dictate this campaign’s creative strategy and will be seen in major cities such as LA, New York, Denver, Chicago, and Dallas. The following media vehicles will be used to reach our audience:
TRAILERS
Three trailers will be released during On Their Shoulders’ theatrical campaign. The first will be a short teaser focusing on the athleticism involved in climbing in Kilimanjaro. The second will be a full length trailer that emphasizes the sentimental aspects of the film. Finally, a second trailer will be released on network TV that highlights the traveling, adventure, and cultural connotations.
TV & INTERNET
Cable TV, network TV, and internet sites have been chosen according to its relevance to our target demographics and will feature On Their Shoulders’ ads 1-3 months premiere.
Print ads will be featured in target-specific newspapers and magazines 2-3 months before the first platform release. In addition, guerilla print advertising will be utilized on buses, bike racks, and in airports. These ad locations give maximum exposure to a travel-saavy audience.
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GUERILLA & PRINT
BAGGAGE CLAIM
BUS SHELTERS 40
BUS HANDLES
ADVERTISEMENTS BAGGAGE CHECK-IN BAGGAGE CARTS
BATHROOM HOOKS
BIKE RACKS
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MEDIA SCHEDULE
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PARTNERSHIPS-
DELTA AIRLINES To reach the traveling audience and emphasize the importance of carrying in everyday life, On Their Shoulders will undergo an extensive partnership with Delta Airlines and their international branch KLM. Delta serves more than 160 million customers a year, thus providing the perfect platform for maximum exposure to our target demographic.
LUGGAGE TAGS We will supply Delta with free dispoable luggage tags for three months prior to the film’s premiere. These tags will be available to consumers at baggage check in and all flight gates. Since these tags will be circling on baggage carousels and hauled around airports, brand exposure will increase to non-Delta travelers as well. 44
SCREENINGS On Their Shoulders will have free screenings on international flights to Africa during the same three months prior to its platform premiere. This entertainment will encourage consumer word of mouth.
DELTA SKY During this three month time period, Delta’s magazine, Delta Sky, will release an article highlighting the Kilimanjaro porters and the On Their Shoulders film. This cover story, “Climbing 19,344ft in their Shoes,” will expose readers to lifestyle of Tanzanian porters and give travel tips on how to climb the mountain yourself.
NAPKINS In-flight drinks will be served on special “On Their Shoulders” napkins that prompt the consumer to read the Delta Sky article, screen the film, or fan the facebook page. QR codes will be included on the back that link L ook in D to the official website for a special travel trailer. elt
a Sk
y fo
rm
ore
info
!
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PARTNERSHIPS CLIF BAR Clif Bar will release a specialty flavor, Kilimanjaro Crunch, to promote their all-natural “Crunch” granola line. Mini Kilimanjaro Crunch Bars will be provided as a free in-flight snack on all Delta flights. Each bar will come in a special wrapper promotig On Their Shoulders. This tactic encourages trial for Clif, increase consumer contact with the film, and give Delta free bites for their hungry passengers.
KILIMANJARO NATIONAL PARK Kilimanjaro National Park is in charge of preserving the wildlife on Kilimanjaro, but also monitors porter policies in an effort to ensure their safety. Every opening weekend in On Their Shoulders’ platform release will support Kilimanjaro National Park, with a half of each ticket sale being donated to the organization.
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PARTNERSHIPS CATALINA MARATHON To fully reach our Body Challengers, On Their Shoulders will be sponsoring the Catalina Marathon in March of 2012. Each ruuner will receive a care package similar to those seen in the festival stage, but adjusted for the theatrical release campaign.
Included in these packages are:
-Stainless Steel Water Bottle -Clip-On Pedometer -Clif Bar Sample -Caribiner Keychain -Kilimanjaro brochure
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ONLINE PROMOTIONS SHARE YOUR WEIGHT SWEEPSTAKES On Their Shoulders will be launching the “Share Your Weight� Sweepstakes to get audiences involved in the campaign emotionally through social media. Contestants will send in a video explaining the things that weigh them down, and the incredible ways that they carry it throughout their life . These videos will all be placed on the On Their Shoulders website, facebook and youtube channel for public viewing. O Magazine will also feature an article on the promotion. Viewers vote on the most insirational entry to determine who wins the grand prize- a free roundtrip flight to their dream destination, complements of Delta Airlines.
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SOCIAL MEDIA TWITTER
#icarry
Twitter will be used to promote the Share Your Weight Sweepstakes and start a conversation about what people carry through their lives. A promoted hashtag “#icarry” will release the week of the film premiere. This hashtag gives audiences a chance to think about what they carry in their lives and spread this discussion to their peers.
#icarry
#ica
PHONE APP-
rry
HOW MUCH DO YOU CARRY? The average porter carries up to 50 lbs of luggage on each trip, so let’s assume we carry 50 lbs of metaphorical luggage around every day. In what category would the majority of your baggage lie? With the “How Much Do You Carry” Calculator App, you can find out! To begin with, the app asks each user to take a magazine-like quiz about their life. Depending on the answers, the app calculates what categories are most important to the user and what weight that puts on their lives. From here the user is linked to the On Their Shoulders website and facebook page, where they can learn more about life weight and how that pertains to this documentary.
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PUBLIC RELATIONS Public relations give us the opportunity to target the Body Challengers, Mind Challengers, and Heart Challengers seperately. This publicity will be distributed through four vehicles: magazines, newspaper, television, and internet.
Outlets similar to Oprah will be used to highlight the sentimental value in this documentary, while travel magazines like Backpacker can stress the adventurous aspects. Entertainment-based vehicles can show the uniqueness of this campaign, while news-based vehicles can expose cultural controversy. All will work together to get people excited about the film and what it has to offer. In addition, On Their Shoulders will have an extremely active twitter and facebook to communicate and develop a relationship with fans.
MA 50
GAZ
INE
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ER PAP
TEL
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SIO
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RN NTE
PITCH SCHEDULE
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CORPORATE SYNERGY Since Focus is the independent subset of NBC Universal, the company will implement a synergy strategy two months before the film’s first platform release to ensure maximum exposure and increase awareness about the film.
UNIVERSAL CITYWALK On Their Shoulders will provide live Tanzanian music and dancing for any hungry shoppers or concert goers that may be passing by Universal Citywalk in Hollywood. This effort will establish the African culture that is embedded in this film. Brochures about Kilimanjaro porters and the On Their Shoulders film will be passed out to those watching the performance. Tickets to a special screening of the film at Citywalk will be given to anyone who participates in learning Tanzanian chant about Kilimanjaro.
DATELINE NBC Two weeks before the first platform release,
Dateline NBC will air an “Every Life Has A Limit” special about porter laws in Kilimanjaro
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and the fight to make sure they are regulated in Tanzania. The show will investigate the tough labor of this line of work and highlight On Their Shoulders as a way to educate yourself further on the subject though the eyes of actual Kilimanjaro porters.
PREMIERE ON MT. HOLLYWOOD GRE
GREEK THEATRE
EK
Since we can’t pack up the red carpet and premiere on Mt. Kilimanjaro, we’re heading to Mt. Hollywood instead. On Their shoulders will be premiering at the Greek Theatre in the heart of LA on Sept 7, one week before it’s first platform release. This venue gives guests an exciting sense of Hollywood glamour, but its outside location and surrounding hiking paths maintain the rural vibe of Kilimanjaro trails. Stars, filmmakers, press, and active participants on the On Their Shoulders’ social media vehicles are all welcome at this event. MT
. HO
GRIFFITH PARK OBSERVATORY Following the screening, all guests are invited to keep climbing up to an after party at the Griffith Park Observatory. In order to attend, everyone must make a short but beautiful hike up Mt. Hollywood to reach the observatory venue. Hired performers will be strategically placed along the edges of this trail, clapping and dancing to Tanzanian chants as attendants make their way up the path. Once reaching the summit, guests can take pictures of Mt. Hollywood’s brilliant view, receive care packages similar to those in the festival execution and listen to live Tanzanian music.
OBSE
R
RY VATO
LLY
THE
ATR
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WO
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AI R T K
AR
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P TH I F F I
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MEDIA BUDGET VEHICLE Trailers TV Spots Newspaper Magazine Internet Guerilla NBC Special Promotions Other
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AMOUNT
PERCENTAGE
5,000,000 5,000,000 1,750,000 3,250,000 2,000,000 750,000 1,250,000 6,250,000 500,000
20% 20% 7% 13% 10% 3% 5% 25% 2%
ON THEIR SHOULDERS MEDIA BUDGET TOTAL: 25,000,000
Trailers TV Spots Newspaper Magazine Internet Guerilla NBC Special Promotions Other
THANKS PROFESSORS: Cory O’Connor Scott Arundale
CLASSMATES:
Alyssa Aoki Allen Baclig Whitney Bechert Sarah Booher Gavin Burns Christina Corbin Travis Culver Danielle Davis Candice DeForest Erin Duffy Emily Esposito Nicole Fait Rachel Farrell Taylor Fountain Noelle Freeman Robert Furrer
Colin Glenn Jeremy Graham Thania Guardino Jennifer Helak Kristin Hinkley Jesse Knaack Evangeline Lyu Natalie Midlock Laura Myers Nicole Neumann Morgan Pace Chase Parlee Maddison Paton Russell Powell Brittany Rausch Kathryn Reynolds Michaela Robles Kara Rutkin Nicole Santo Natasha Shahani Courtney Shepard
Emily Sopo Aimee Sewnson Nicholas Tossey Sarah Van Zanten Eric Willcockson
PARENTS:
Hal Anderson Darlene Anderson
FILMMAKERS:
Elizabeth Hartnett Heather Horn
CHAPMAN EXECUTIVES: Bob Bassett Janell Shearer Dr. James L Doti
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BIBLIOGRAPHY LA TIMES ARTICLES “Skinnygirl Deal” by Emily York Netflix: Original Programming” by Fritz / Flint “Get Out of Dodge’s Way” by Reed Johnson “Oscar Economy” by Verrier / Donnelly “Hollywood Upbeat About Movies” by “A Come From Behind” by Horn / Sperling Richard Verrier “MPAA Hires Dodd” by Richard Verrier “Trying to Rock the Box Office” by John Horn “Two Men and One Ugly Brawl” by Scott Collins “Chapman U Plans Movie Studio” by Reed “Now Sheens Gone Too Far” by McNamara Johnson “Warner Bros. Airs Dirty Laundry” by Joe Flint “An Heir Apparent at News Corp” by James/ Flint “Charlie Sheen Axed From 2.5 Men” by Joe Flint “Showbiz Successions are Messy” by Julie “Sheen Enabler: Mark Cuban” by Goldstein Makinen “Sheen Retained by SM Agency” by WSJ “New Theme at Disney: Hardship” by Julie “Bold Crazy World of Adult Swim” by Fennessey Makinen “Quality Films Prove Profitable” by Goldstein “Movie Theater Advertising” by Richard Verrier “Keeping the Spinoffs True” by Ben Fritz “Warner Bros to Aquire Flixter” by Ben Fritz “Netflix and Redbox” by Chmielewski “Movie Studio Boss” by Ben Fritz “Getting Time Warner To Repent” by Lazarus “Advisory Firm Questions” by Chimielewski “Weekend Box Office Wrap-Up” by Kaufman “Disney Shareholders...” by Chmielewski “Fox Seeks A Share” by Joe Flint “Dodd Makes First Speech” by Richard Verrier “Disney Channel Preschool” by Villarreal “Ex-FCC Chief will Lead” by Puzzanghera “Selling Romance and Jiggle” by John Horn “Fee Set of NYT Online” by Olivarez-Giles “Disney Reports 54% Jump in Profit” by Ben Fritz “Pepsi hopes Crowell can put...” Meg James “AMC and Regal Forming New Venture” y Ben Fritz “ “News Corp Sued Over Shine” by Meg James “MPAA Focuses on Dodd” by Richard Verrier “MGM, Sony Pictures” by Ben Fritz 56
ADDITIONAL RESOURCES Weekend Box Office- Box Office Mojo The Wrap NY Times Wallstreet Journal Huffington Post Variety Without A Box Hollywood Reporter Daily Beast Delta Airlines Clif Bar Focus Features
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THE END