The document discusses the marketing strategy for an independent film called "Unperceived". As an independent company with a low budget, below-the-line marketing such as social media will be used. The target audience is young, digital natives who are active on platforms like Facebook, Twitter, and Instagram. These platforms will be used to promote the film, engage audiences, and spread information. Film festivals are also mentioned as an effective marketing strategy to reach secondary audiences influenced by critics. Examples provided discuss specific Facebook pages and YouTube uploads used to promote other independent films.

1. BRAND
IDENTITY

2. MARKETING CAMPAING
▸As an independent company, we will be using below the line
marketing because we have a low budget and it is the
conventional way of independents companies to market the
film they have produced.
▸We are neither vertical or horizontally integrated, we can
only produce the film without distributing or exhibiting it. A
different distributor (Studio Canal) will be distributing our film.

3. MARKETING
▸The main way we will market our film is going to be on Web 2.0 as our target
audience is young and digital natives, they will be active on social media. They are
the mainstream audience and strivers. We will be making a Facebook and Twitter
page that will be linked together and will also make an Instagram account where we
will be posting photos, videos and information to keep the audience updated and
engage them with our film. Marketing on social media is going to help us reach to
not only our target audience but to reach to a larger audience as most of society use
forms of social media as it is accessible for anyone.
▸A good marketing strategy for an independent film is film festivals as with the two
step flow theory the secondary audience will be influenced by the critics and this will
increase the popularity of the film among a more sophisticated type of people that
will probably follow what the critics have said about our production.

4. EXAMPLES
▸Facebook is going to be a platform
where we would market our own
film. For example, “Ouija”, a horror
film that was produced by an
independent company had its own
page. Over a million people have
liked this pages which means that it
has reached the homepage of more
than a million Facebook users. The
page is used to post videos, trailers
and reviews of the production which
will engage the audience and will
also publicised the film.

5. EXAMPLES
▸We have decided to upload our film
trailer to YouTube. Instead of making
our own account of Unperceived, we
will be uploading it to Studio Canal’s
as it is our main distributor, therefore it
will be more likely for it to be seen by
more people as they are a well known
company for distributing independent
films, which will help us reach to our
secondary audience who will be
looking for more challenging films that
this company distributes. Rather than
creating our own one which will have
less visitors and subscribers, we
believe this is the best option to
market the production.

6. UNPERCEIVED’S FACEBOOK PAGE
▸We created our own Facebook
page in order to inform our
audience who follow the page
about important information
and key dates of the release
of the film “Unperceived”. As
we are not only going to have
a Facebook page, Twitter and
Instagram should also attract
audience of different ages
which will make our product
known to a wider audience.