The document provides details about the Richlier Moving Picture Company's proposed advertising campaign. The campaign's goals are to increase brand recognition for Richlier and promote awareness of its upcoming film productions. The target audience is men and women ages 24-54. The campaign will utilize free digital and social media as well as paid television commercials and unique outdoor advertisements. Success will be evaluated based on ticket sales, website traffic, and social media engagement.

1. Alexia Loukopoulos<br />Richlier Ad Campaign<br />For Jeff Boam, CEO<br />(570) 351-4050<br />jeffboam@aol.com<br />April 2011<br />Founded in 2004 by award-winning filmmaker Jeff Boam, the Richlier Moving Picture Company serves to produce and consult upon quality story-driven motion pictures for the global film marketplace.In 2007, Richlier premiered its first property, the award-winning short comedy Charlie Chaplin’s Body, at the Cannes International Film Festival’s Short Film Corner. Its latest property is STILL, a micro-budget psychological thriller, partially supported by the School of Communication at American University in Washington, DC. The film was shot on hi-def and written/directed by DIY independent filmmaker Kylos Brannon.<br />Richlier has so specific demographic other than people who enjoy movies or entertainment. It is innovative and creative as well as personal and professional. Richlier is unique because it is run by a small number of people who take the time to do a great job. It is constantly hard at work even when everyone else is closed. If anything, Richlier promises to deliver great entertainment via small productions that are successful and fun to watch. Since day one this company has kept these same ideals as it has developed in hopes that one day, it can entertain millions of people. Customer comes first without a doubt because it is the “customer” that is watching the film. The logo itself promotes fun anytime with its neon lights like Las Vegas and the loose font representing how easy it is to get along with the company.<br />The strengths of this company come from behind the scenes where Mr. Boam does all the work. Hours upon hours are out into making these films, and that is one of the biggest things taken for granted with moving picture companies such as Richlier. <br />The weaknesses include not enough knowledge of the existence of the company, and dedicating the time toward it that it needs. It’s amazing how much time Richlier requires to function, and, with this not being the only job for Mr. Boam, things get tough.<br />There are many opportunities, however, for Richlier to become widely known. Upon discovery or maybe even a producer with a lot of money and faith, Richlier could be a famous company that makes films for the big screen.<br />Threats Richlier face are not clear, at least for the moment because the company is not widely known. It is hard to tell what threats pose problems for Richlier at this time.<br />Communications Infrastructure<br />There are only a handful of people working for Richlier, but a small, talented staff is enough to get things done. The CEO, Jeff Boam does most of the work, and gives tasks to other employees when he can’t accomplish them. Jeff pays for most out of his pocket, and would get reimbursed from the company he makes the films for. Budget for advertising is limited to about $2500.<br />Goals<br />Richlier is launching communication efforts because with two productions on the way, word needs to spread faster since the first production received an award and is not widely recognized by the general public. Richlier wants people to recognize the name, and trust it. <br />Target/ Target Audience<br />Our audience has all the power in weather we are popular or not. Brand recognition and familiarity are very important. We can tell them over and over how good we are, but actions speak louder than words and we would rather, and have the capability, of showing rather than telling. <br />Our target audience is men and women, ages 18-49. If we achieve the attention of this demographic, we will easily catch the attention of everyone else. Their like in us would be a huge help in our ad campaign.<br />Research<br />First, we need to know if we can attract an audience without making it to the big screen. We can have free screenings of our finished production to get a feel of what people like, and advertise our upcoming productions along with the company name so they can attach our brand to the movie instead of just enjoying the movie.<br />Message<br />Richlier produces full length films for entertainment.<br />Problem<br />Time and money are an issue, soon to be fixed. Meanwhile the company is not widely known so we want to blow up in advertising before the next production goes viral.<br />Solution <br />This ad campaign.<br />Action<br />By developing a great ad campaign not time-sensitive, we can run it more than once and rate its effectiveness on the popularity of our movies.<br />Spokespeople<br />Jeff Boam, CEO of Richlier.<br />The best messengers to reach our target audience are digital media (TV and internet) and our actual target audience themselves. We have an advantage where the social mediums we work with are same mediums we use to promote ourselves.<br />Newshooks<br />The newshooks are teasers for now of new movies. Trailers like commercials that spark interest in the minds of our viewers. Social networking is important (Facebook and blog-heavy website) as is print (film launch postcards, etc.) but there are new creative avenues that we are particularly interested in: experimental multimedia marketing.<br />News Media <br />This part would be focused more on non-traditional media and the Internet, but if time permits, a quick news release explaining a little about the next production wouldn’t hurt.<br />We would pitch an exclusive release of our next production just like it was going to theaters.<br />Deliverables/ Collateral/ Event<br />In making the company more well-known, and keeping our time or lack there of in mind when it comes to reporters, we will have in company meetings about our website and blog. We can also do a news release, and temporarily hired someone to create a moving logo for us. We plan on using another non-traditional media source, in which case reporters can talk about it, not to us.<br />We shall offer personal attention to each reporter in the matter, since only our advertising agent is Alexia Loukopoulos.<br />Additional Deliverables<br />The fact that we will not speak with reporters from news stations or magazines will pique their interest and help make our case because we will keep showing them good things are coming, we will not have to tell them. Any information released also would hopefully be at our discretion. <br />Track Coverage<br />Ticket sales or youtube hits as of right now are the only way to track our media hits. This will remain this way for a very long time, it will only grow in intensity if we do everything right.<br />Evaluation<br />We will evaluate our efforts in company meetings and through sales. Tracking popularity on twitter, facebook and youtube is also simple, so checking in on how we’re doing will only be a click away. The more hits we get and the more times our name is mentioned, the more effective our advertising is paying off.<br />Creative brief Outline<br />Demographic: Men and women 24-54<br />Where are we in the minds of the audience? The back.<br />As a new company, doing advertising for the first time, we want to do a phenomenal job so next time, our audience will identify us quickly.<br />Where are our competitors? Subliminal.<br />They can be large or small, but not threatening to the point of putting Richlier out of business.<br />Where do we want to be? Extremely evident.<br />We want our demographic to look forward to our next production.<br />What is our promise? Entertainment; movies.<br />What is our supporting evidence? One finished product, which won an award, and two on the way.<br />What is the tone of voice for the ad? Lively, busy, fun, loud.<br />I. Goals<br />By conducting outreach to the media, we want Richlier to be extremely evident in the minds of our audience. We want the name of the production company to be as popular as the movies they produce. For example, when a movie comes out from Richlier, the product itself would of course have the name of the company in the credits, but like some other big name companies out there, we want the audience to know who did it before our name even appears on the screen,<br />Out goals are long term, as it is hard to calculate them, but knowing they will get stronger over time. The “deadline” for our goal is indefinable. Measuring success is not really something we can ask for, only something we can observe. Such as posts on popular social media websites, word of mouth, blogs, etc. Then we may estimate our impact on the public. Obviously, sitting back and watching is not what Richlier is going to be doing. While warming up to people, the company will simultaneously stay close with fans through several mediums of the Internet, interacting on almost a daily basis. Richlier’s popularity will grow each year.<br />II. Our Audiences <br />People we currently reach are friends and family of employees, and a small number of fans due to the first movie the company published. In reaching more people, our demographic is males and females, 24 to 54 primarily. We are starting in the hometown of the company itself, northeastern Pennsylvania. In the future, after we are a hot topic in this area, naturally we will expand to the whole east coast, then the rest of the United States, then hopefully the rest of the world. <br />For starters, our audience is pretty broad, but not out of the question considering what we do. <br />We want our product to one day appear in movie theaters, and people in out demographic would want to go see it, and bring friends and family they may even be out of our demographic to see it with them. More than once would be amazing also. But in being more specific, our movies are written and filmed more for the age range we stated before.<br />In reaching this audience, the way we would go about shooting scenes, writing dialogue, and casting members has a lot to do with it also. Whatever genre we produce, we need it to be up to date on the style and lingo of out age range today so that we immediately attract them with movie trailers just like the ones done by major companies in LA and NY.<br />III. Messages <br />The key points we would like to communicate to the media would be that even though there are numerous businesses and agencies doing the same exact thing we are, Richlier is more personal than everyone else. We do the same work, but are on a scale closer to that of the public, so they feel they can communicate with us and give us feedback. We don’t want to seem like the incredibly conceited, untouchable company that is way above everyone. We are friendly and professional. Our audience should know that we work for THEM and any/ all comments are appreciated, weather positive or negative. They should feel a part of our work because in reality, without them we’d have no work.<br />The company’s motto is “Always on the eve of something big” and we want out fans to be there every time.<br /> <br />IV. Media Tactics<br />Internet<br />Richlier will begin advertising over the Internet because it is fast, easy, free and effective. Through sites such as twitter, Fabecook, blog pages, YouTube etc, the company can easily get the word out of upcoming productions, progress, behind the scenes podcasts, etc.<br />STRENGHTS: interaction one on one with our audience, quick updates, easy publication of our work<br />WEAKNESSES: cyber bullies, slow connections, spam<br />TV<br />In addition, using the digital airwaves of television channels will help increase publicity for new products. Just as you would see a movie trailer or commercial for one coming soon, we would do the same thing. Each movie would get anywhere between 1 or 3 different commercials, and would be aired like any other movie, including our contact information at the end in regards to the internet sites we have already/ will set up.<br />STRENGHTS: similar interest, visual aspect, inexpensive production costs<br />WEAKNESSES: TVO, no viewers, wrong channels/times, competition<br />Outdoor Ads<br />A little farther down the road, when our name gets a little more attention, we want to have a unique outdoor ad new to the public, something that stands out and no one has seen before. This way, there will already be hype about Richlier but when they see this, it will be a reminder as well as an attention getter. <br />STRENGHTS: attention getter, unique, newsworthy<br />WEAKNESSES: offensive, destruction via weather<br />V. Budget<br />The budget for this ad campaign is $2500, and because we are using many free sources over the Internet to connect with fans, we are able to use the money on TV ads and more creative outdoor tactics.<br />Ad TypeMedia OutletAd SizeCost Per RunFrequencyCampaign ScheduleTotalInternetFacebookYouTubeTwitterBlogsvaries $0Daily, more when new material is near Strong in the first year, and continuously for as long as possible $0TVComcast30 second spots$24About 2 x per year,5x per week3 weeks per run (6 weeks total throughout year)$1440OutdoorCreativeLife-size$10001x per year6 months$1000<br /> TOTAL SPEND: $2440 <br />Production Costs<br />This is in our favor because we are producers, so production would only cost us anything extra we would need. The time is our, the space/ studio is ours, the cameras and crew is ours, the footage is ours. This will cost a maximum of about $100 per commercial, most of the time less. <br />Finding Out Rates<br />We found out the cost for 30-second commercials for cable TV through Comcast; which is where we would advertise movie trailers. They are listed above and the total cost is estimated. As for the outdoor advertising, it is a rough estimate because there are many factors and different things to consider when deciding how much it will cost.<br />VI. Media List <br />We will dominantly use Facebook and Twitter to get through to our audience, and also use Comcast for movie releases and exclusive trailers. Specifically Bravo and Spike. There we believe the majority of our target demographic will be. Our third tactic will be in downtown Scranton, where most of the population will notice, and so commuters can talk about it to those living outside of the area. <br />Our site is not in Scranton, but by reaching out to the more heavily populated areas near surrounding cities, and us we can achieve word of mouth advertising on levels exceeding our expectations.<br />VII. Evaluation<br />We will easily be able to monitor sales/success by ticket sales and Internet views/clicks. <br />