Before jumping into building a Strategic Marketing Plan for the release of a Documentary, or any product or service, the first thing you need to do, or at least what I do, is create an outline of the actionable items that need to be researched and analyzed prior to creating an engaging and actional campaign. Taking this initial step will keep you on task and knowledgeable of the landscape that you will using to reach and engage your target audience. This will also give your team a defined objective and your campaign strategy will be more successful because you will be making data-minded decisions.

1. MARKETING STRATEGY by Sherri Morris for CATMEDIA DOCUMENTARY
CATMEDIA DOCUMENTARY FOCUSING ON DOMESTIC
MINOR SEX TRAFFICKING IN AMERICA
RESEARCH & IDENTIFY
I. Identify Core Audiences
II. Build a Distinctive Brand: Create Brand Identity
a. Brand Name | Brand Colors | Typography | Packaging | Logo
b. Brand Personality | Essence
c. Value Proposition For Target Audience
d. Brand Story
e. Functional & Emotional Value It Creates For People
f. Vision Statement
g. Mission Statement
h. Brand Promise
III. Branding Deliverables Development & Management
a. Website | Blog | Landing Pages (optimized for mobile) | SEO
i. Create an online journey the viewer will want to finish
b. Create compelling messaging the invokes and emotional response
c. Interactive Content Creation
d. Visual Content Creation
e. Fact Sheet
f. Whitepapers
g. Media Kit for Press & Partners
h. Screenings Tool Kit
i. Posters
j. Radio Spot :60s
k. PSA Spot
l. Keywords | Hashtags
IV. Identify Documentary Distribution Channels
V. Community Screening Campaign
a. Identifying & Targeting communities that are underserved by traditional
distribution
VI. GrassrootsScreeningCampaigns

2. MARKETING STRATEGY by Sherri Morris for CATMEDIA DOCUMENTARY
VII. Identify & “Become the Authority” by Engaging established online communities &
platforms. Be the “Authority” and the “Voice”
o Answer questions
o Provide solutions
o Ask for help
VIII. Identify the Appropriate Social Channels & Best Practices for Posting Times
o Blogs: 11am Monday, Friday and Saturday
o Twitter: 1-3pm weekdays
o Facebook: 1-4pm weekdays
o LinkedIn: 7-8:30am and 5-6pm Tuesday, Wednesday, and Thursday
o Tumblr: 7-10pm weekdays and 4pm on Fridays
o Instagram: 5-6pm weekdays and 8pm on Mondays with a sweet spot at 6pm
o Pinterest: 2-4pm and 8-11pm weekdays with weekends being the best
o Google+: 9-11am weekdays
 Victim-centered approach designed to maximize storytelling across all chosen
digital platforms that will drive:
 Engagement
 Understanding
 Involvement
 Storytelling themes:
 Survival: Stories of the Human Spirit
 Stories of Recovery
 Stories of Rebuilding a Future
IX. Video Marketing Distribution Mediums
a. YouTube
b. Facebook Video
c. Vimeo
d. Vine
e. Instagram
f. Podcasts
g. Email
h. Mobile

3. MARKETING STRATEGY by Sherri Morris for CATMEDIA DOCUMENTARY
X. ConductOutreach& AwarenessActivities&Provide ResourcesFor
o BusinessesandEmployees
o HousingProviders
o Medical Community
o PhilanthropicCommunity
o TransportationIndustry
o Youth
o Community-basedchild abuse Centers
I. PR | Media Relations
a. Press Release Calendar
b. Develop Editorial Calendar
c. Pitch Producers
d. PBS
II. Engagements
a. Host a Screening
b. Donor Relations|PartnershipRelations
c. Conferences
d. FilmFestivals
e. Release Party
III. Email Marketing | Drip Campaigns | A/B Testing
IV. Online Paid Advertising
a. Adwords
b. Affiliate
c. SEM
V. Link Building
a. Blogger Outreach
b. Comment on Blogs
c. Directories
d. Screener Reviews
e. Screener Endorsements

4. MARKETING STRATEGY by Sherri Morris for CATMEDIA DOCUMENTARY
VI. Identify & Develop Strategic Partnerships Within the Following Affiliations:
o Faith-based and community based organizations
o Vulnerable populations (Native Americans, refugees, boys, men)
o Education & Training agencies
o Youth-serving agencies
o Non-profit organizations
o Anti-trafficking organizations
o Community safety coalitions
o Local government agencies in high-trafficking areas
o Private Sector for a “match donations program”
o Prevention advocates
o Domestic Violence Organizations
o Sexual Assault Organizations
o National Center for Missing & Exploited Children
o Philanthropic organizations
o Medical professionals
o Social Service Professionals
o Counseling Schools
o Social Work Schools
 Targeted Facebook Ad Campaign
o ‘Build Brand Awareness’ 90 Days Prior to 1st Contact
(i) Identify & Target ‘Decision Makers’ (employees) at target companies,
organizations, agencies, etc.
(ii) Launch Relevant Ads to Target ‘Decision Makers’ (employees) at least 90
days prior to intended 1st contact
VII. Aggressively Campaign States with the Highest Incidence of Sex Trafficking
a. California
b. Texas
c. Florida
d. Ohio
e. New York
f. Georgia