Need to edit the exec summary and come up with appropriate images to demonstrate it.
SURVEY Need stats on survey
Those surveyed after viewing the movie trailer were asked:In what ways could the messages portrayed in this movie possibly benefit others in the 18-25 age group?
0% knew of the movie or Brooks story pre-interview90% are regular church goers60% go to large churches- over 3000 members100% would see Heaven’s Rain if it was free100% would be more likely to see Heaven’s Rain in a church setting 90% would be more willing to see Heaven’s Rain if Brooks attended 80% would participate in social media campaign if they liked the film90% would give a “love offering” if they liked Brooks and the film50% would likely purchase a DVD if they liked the movie
We plan to have a tour set up, titled “choices tour” where brooks will travel around showing his film and speaking.
We want a sponsor that has history with sponsoring Christian events to pay for Brooks and staff room and board. Instead of Charging for tickets, Chick-fil-A will provide sponsorship money in exchange for placing its logo on DVD’s, t-shirts, and all promotional materials. Instead of charging, we will ask for “love offerings” to help Brooks with his cause.
Instead of waiting for churches to contact us, we are going to go after,
Mega-churches in the Bible belt. These are churches with over 10,000 members that have a venue able to provide space for this type of function as well as equipment able to show the film to a large audience. We will reach out to these churches and set up everything with them, but in addition we will contact all the churches within a 30-50 mile radius and invite them to attend as well. Examples of these mega churches include lakewood church in Houston, North Point comm church in Alpharetta, GA, Thomas Road Baptist church in Lynchburg, VA and Hickory Grove Baptist church in Charlotte NC. We would schedule 10 in all. We are still trying to get into contact with a few of these churches to get a comprehensive list of everything that would be required by us to make this work at these locations.
To get people to attend, we will ask the host churches to help post flyers and inform their members of the tour. We will create a page on the heaven’s rain website where people can go in and “reserve” tickets so that we don’t go over the maximum attendance. In addition, Brooks will speak plug his tour when he goes on Oprah. The dates on the tour are TBA. Along with social media ideas**
Executive Summary <br />Heaven’s Rain is a Christian-inspired film based on true events experienced by producer, Brooks Douglass and his sister, Leslie Douglass. Although the film did not have a nationwide theatrical release, Brooks and his colleagues have had some success marketing the film to different organizations. However, from our research we realized that Heaven’s Rain lacked a clearly defined model for promotion. <br />While searching for a new plan to market Heaven’s Rain, we discovered various hindrances that would need to be overcome in order to be successful. One main one is the common misconceptions perceived by consumers when it comes to “faith-based” types of films. Another is the overall lack of awareness the film held. This led us to developing an advertising campaign that would address the concerns of consumers, while also offering them a model for future entertainment endeavors. <br />In coming up with a plan, we defined the target market as regular church attendees, ages 18-45, that enjoy Christian entertainment. We also determined that the key benefit these consumers would gain from seeing the film would be the lessons they learn and the inspiration they get from it. Therefore, our big idea is “One person’s truth can inspire another person’s choices.”<br />We have created a plan to kick off a movie tour that delivers Heaven’s Rain directly to those consumers who would most benefit from the Douglass’s story. The “Choices Tour” will connect directly with the audience most likely to benefit from the film and most interested in hearing Brooks speak. Our goal is to inspire audiences to make choices that will lead them in the right direction in life. <br />
Research<br />`<br />1. Operational: No set goals/Make it up as you go <br />2. Experience: Lack of knowledge<br />3. Distribution: minimal<br />4. Financial: limited budget<br />1. Stereotype: Christian movie<br />2. Market: Large production companies/blockbusters <br />3. Other forms of entertainment<br />Strengths<br />Opportunities<br />1. True story/Personal Experience<br />2. Management: Dedicated/Hardworking<br />3.Communication: Connections from past<br />4. Pricing: inexpensive<br />1. Demographic: reach new people<br />2. Management: increase business and implement plans<br />3. Experience: Hire/consult others to gain knowledge<br />4. Financial: gain sponsorship<br />5. Distribution: increase market and outlets<br />Threats<br />Weaknesses<br />
“Annoying”<br />“Movies meant to deliver a message rather than entertain”<br />”boring”<br />?<br />“Old”<br />When you think of faith-based movies, what comes to mind?<br />“Corny”<br />“Cheesy”<br />
Competition<br />Blockbusters: take away from sales<br />Stereotypes: hinder sales and desire to view movie<br />Strong presence and distribution<br />Financially stable<br />Strong experience<br />
Sherwood Pictures<br />Consumer<br /><ul><li>Trends: use church members as actors
How Consumers See It<br />Avoid heavily promoting “faith-based” aspect <br /> Poor reputation in the 18-25 age group<br /> Emphasize the distinct differences from the stereotype of faith-based movies<br />Focus on:<br /> Better quality<br /> Reputable actors<br /> Story line more dramatic and real, not cheesy, not overly religious<br />
Consumers Motivation<br /> Many students claimed that going to see Heaven’s Rain would be like going to see any other movie in theaters <br /> Thought the movie to be thought provoking, intense, and an emotional experience<br /> Going to see its movie for its content rather than its action<br /> Watching an inspirational story<br />
Consumers Insight<br />“People in the 18-25 age group are constantly learning, experiencing new things, and are influenced by other people’s past and present experiences”<br />“Coming to terms with your past, murder, love, and heartbreak”<br />“Teaching, giving life lessons”<br />“Encouragement”<br /><ul><li>“Fight for what you believe in”
“Inspirational”</li></ul>“It could help by showing that even in times of unrest, faith prevails”<br />“Could empower to forgive others and practice love”<br />