Professional Documents
Culture Documents
Festival
Season
2015-
2016
Table
of
Contents
I. Summary
of
Purpose
Pg.3
II. Situational
Analysis
Pg.
4
III. Our
Main
Goal
Pg.
7
IV. Objectives
Pg.
8
V. Target
Audience
Pg.
10
VI. Target
Media
Pg.
11
VII. Key
Message
Pg.
12
VIII. Strategies
&
Tactics
Pg.
13
IX. Timeline
Pg.
17
X. Resource
Appendix
&
Other
Materials
Pg.
21
I.
Summary
of
Purpose
Treehouse
Mafia
Productions
film,
The
Adventure
of
Jojo
(And
his
Annoying
Little
Sister
Avila),
having
requested
public
relations
assistance
from
Nicholas
Cottrell
15,
of
Carthage
College,
will
be
entitled
to
the
following:
a
proposal
to
successfully
promote
and
maintain
a
specialized
public
relations
strategy
&
campaign
for
any/all
film
screenings
of
The
Adventure
of
Jojo
(And
his
Annoying
Little
Sister
Avila)
for
the
festivals
and
screenings
during
the
2015-
2016
film
festival
calendar.
II.
III.
If
Jojo
and
Avila
can
survive
their
adventure,
you
can
survive
anything
with
a
strong
PR
&
Marketing
Plan!
(Photo
Credit:
Brian
Schmidt,
Treehouse
Mafia
Productions)
IV.
Objectives
1. To
use
the
voice,
and
the
message
of
the
film
to
promote
the
appeal
to
the
target
audience
through
consistent
branding
and
story
promotion.
a. Benefits:
Creating
a
simple,
yet
cohesive
message
of
the
film
resonates
better
and
creates
a
longer-lasting
impressions
on
the
audiences
and
interested
parties
such
as
entertainment
media.
b. This
includes
items
such
as
fonts,
logos,
public
statements,
boilerplates,
title,
and
contact
information,
among
a
variety
of
other
things
like
promotional
items.
2. Properly
use
and
manage
social
media
platforms
like,
Facebook,
Instagram,
Twitter
and
YouTube
to
promote
the
film
on
the
Internet
for
free,
especially
when
there
is
a
limited
budget.
a. Benefits:
Utilizes
already
active
and
highly
trafficked
websites
for
free,
which
means
there
is
not
obligation
to
any
form
of
payment
(which
keeps
any
unwanted
costs
out
of
a
budget),
but
gives
the
production
team
the
opportunity
to
promote
the
film
via
sponsored
media
for
a
low
cost
if
so
desired.
b.
Most
social
media
platforms
already
have
in-app
analytics
that
can
track
fans
following
of
the
film
and
V.
Target
Audience
o The
Incredible
Adventure
of
Jojo
was
created
to
be
a
family
friendly
movie
about
adventure
and
facing
ones
fears.
This
audience
will
include
publics
such
as,
parents,
grandparents,
guardians
and
kids
of
all
ages.
However,
this
PR
campaign
proposal
is
ideally
created
to
pass
information
towards
parents,
guardians,
grandparents,
etc.,
so
that
they
can
obtain
information
about
the
film,
the
story
of
the
production
company,
and
where
they
can
see
screenings
of
the
film
and
in
turn,
bring
their
familys
children
to
the
events/screenings.
Other
publics
may
include
(but
are
not
limited
to),
staff
of
Treehouse
Mafia
Productions
(and
any
current
or
future
staff),
film
festival
promoters,
film
production
sponsors,
film
critics,
and
media
that
are
not
typically
considered
an
interested
party
in
the
specific
subject
matter
of
cinema/
independent
filmmaking.
10
VI.
Target
Media
The
films
target
media
includes
the
following:
a. The
media
outlets
local
to
each
event/festivals
specific
locations.
i. Newspapers,
Radio
Stations,
Local
Magazines.
ii. The
Grocery
Store
Tactic
-
simply
flyers/posters
are
placed
in
high
trafficked
family
areas.
b. Social
Media.
i. Facebook
1. The
Incredible
Adventures
of
Jojo
(and
his
annoying
little
sister
Avila)
(recommended
title
change
for
consistency
to,
The
Incredible
Adventure
of
Jojo
(and
his
Annoying
Little
Sister
Avila))
page
provides
free
audience
outreach
via
shared
information,
upcoming
events/screenings
where
the
film
will
be
located,
or
where
the
production
company
and
its
actors
could
be
present.
ii. Instagram
1. Pictures
posted
from
either
events,
or
from
the
real-world
viewpoint
of
one
of
the
characters.
11
VII.
Key
Message
This
film
promotes
the
idea
that
children
can
be
independent,
insightful,
and
can
react
fast
in
emergency
situations,
when
the
time
comes,
especially
with
adult
help
in
understanding
various
situations.
Oh
and
we
must
remember;
this
movie
is
not
for
the
over
protective
parent!
12
VIII.
13
14
15
16
17
18
19
1.
Select/
Enter
Film
Festival
2.
Contact
Media
(Press
Releases)
3.
Get
Social!
(Social
Media)
5.
Wrap
up
&
Analyze
4.
Get
into
action
at
the
event.
20
21
cases.
1. Radio
stations,
local
news
stations/affiliates
can
have
their
own
master
list
or
could
be
added
to
one,
like
this
example.
ii. Some
of
these
media
outlets
(constant
listing
providers)
have
additional
cities
with
offices,
which
means
that
they
can
remain
in
the
list,
however,
each
event
should
ideally
have
its
own
spreadsheet
of
media
outlets.
2. Logo,
color
palate,
&
acceptable
fonts
(for
promotional
material
and
communications)
a. Header/Footer/Title
Holder/Font
Logo
i. This
logo
will
be
able
to
serve
a
few
marketing
a
communication
purposes:
1. The
key
message
is
both
a
sarcastic
yet
truthful
way
audiences
should
view
the
film.
In
addition
to
the
target
audiences
containing
children,
its
necessary
that
the
typeface
and
wording
that
22
i. The
color
palette
represented
was
selected
because
these
colors
frankly
can
represent
a
number
of
things
while
making
sure
there
is
a
consistent
image.
1. Grey-Blue/Teal:
Stereotypically,
these
blue
colors
can
represent
a
little
boy;
in
this
film
they
can
represent
Jojo.
This
part
of
the
palette
also
can
stand
for
the
river
scene,
where
Jojo
really
puts
his
big
boy
pants
on
and
protects
his
sister
from
the
being
stranded
in
the
river.
23
24
Options
Calibri
Chalkboard
Cambria
1. This
list
may
change
from
time
to
time,
but
these
basic
level
fonts
will
be
acceptable
for
communication
from
production,
and
publicity,
to
media
outlets.
25
Lunch Pail
Thermos
USB Whistle
Nicholas
Cottrell
Publicist
Cell
Phone:
630-962-2636
Email:
ncottrell@carthage.edu
4. Business Cards
26
27