Spring 2014 Campaign Book

CTFF Social Media and Public Relations Marketing Plan
Table of Contents
Executive Summary
Measurable
Public Relations Presence
Media Channels
Press Release
Media Pitch
Student Involvement Engagement
Teachers and Courses
Student Organizations at Penn State
Sample E-mail for Teachers
Sample E-mail for Student Organizations
Extra Credit Ticket Stubs
Social Media Presence
Target Market
Overall PR & Social Media Campaign Goals/Business Objectives
SWOT Analysis
Social Media Tools
Implementation
Platform Specific
Facebook
Twitter
Instagram
Pre-Event Survey
Post-Event Survey
Measuring and Evaluating
Calendar of Events
Giveaways
Breakdown of Sample Budget

1. Executive Summary
College Town Film Festival (CTFF) creates a new concept for independent films
to gain a broader audience. Bringing the second annual film festival to State
College allows students, faculty and community members a chance to interact in
educated discussion about films that we may normally shy away from. CTFF
allows students to engage with one another at a filmmaker’s workshop and learn
something new from a short film. CTFF plans to expand to universities around
the country to simply increase communication and collaboration between the
academic, creative and business sectors of independent films.
By joining forces with prestigious universities around the country, students can
finally discover the unique perspective of independent films. These indie films
that are hand selected for this tour encompass passion. Their audience base
measures their success. The hope for CTFF is to be able to spread awareness to
a broad range of audience members and have an interaction with the filmmakers.
Hearing the audience’s viewpoints after watching these indie films propels a
discussion that will go beyond the theatre.
CTFF has a number of supporters and sponsors from the university that will
ultimately help to gain more participants and a larger following. In this report,
CTFF and Happy Valley Communications (HVC) will deliver a public relations
and social media marketing campaign that will increase awareness throughout
the university and the community for the upcoming film festival in April. We plan
to implement public relations tactics to reach community members, as well as
use a variety of different social media platforms to reach a new array of students.
Best regards,
Happy Valley Communications
2. Measureables
In order to make sure CTFF and HVC can watch the film festival this year, we will
be conducting a before and after event survey. Below are the listed
measureables that we want to attain by certain dates. By implementing all of our
ideas, we are certain that these measureables will be acquired.
• Increase Twitter followers by the first event on April 16th
, 2014
• Increase student awareness by 50% by affiliating with organizations,
classes, and brand awareness on campus by the first event on April 16th
,
2014
• Increase community awareness by 50% with our public relations tactics by
reaching out to the media channels around State College by April 16th
,
2014

• Increase Facebook ‘likes’ to 400 by April 16th
, 2014
• Increase Twitter engagement (favoriting, retweeting, replying) 60%
through contests, interesting content, and other relevant engagement
tactics that HVC will be using by April 16th
, 2014
• Increase website traffic 25% through providing CTFF a full program on
website that will drive traffic for more detailed information by April 16th
,
2014
• Have at least 60% of seats full at all CTFF events
• Be covered by at least 3 community and student-run news sources prior to
CTFF to generate positive buzz
• Be covered by at least 6 community and student-run news sources for
events
3. Public Relations Presence
To start off our campaign, we will target traditional media channels such as
newspapers around State College, radio stations on and off campus, and
student-run magazines. This will allow community members in the State College
area to be informed of the events taking place from April 16th
to April 19th
. By
reaching out to some of the student-run newspapers that are either distributed on
a daily or weekly basis, this will increase our student audience. We believe
having a public relations presence is essential to having a bold presence on
social media. While we communicate to the public about CTFF, we will also be
developing and building your reputation.
You will see below the different media we will be contacting on behalf of CTFF
and exactly what we will be sending to each media contact in the form of a press
release and media pitch.
a. Media Channels
Daily Collegian
Paulina Cajigal - Arts Editor
pxc5160@psu.edu
Onward State
Must have everything to them Monday by 4pm for weekly article
Leo Dillinger - Arts & Entertainment Editor
leo@onwardstate.com
Centre Daily Times
Matt Carroll - Centre Region News
mcarroll@centredaily.com

Chris Rosenblum - Good Life & Features
crosenbl@centredaily.com
Centre County Gazette
Brittany Svoboda - Staff Writer
bls5253@psu.edu
StateCollege.com
Charles Dumas - Staff Writer
cxd28@psu.edu (look for a current, non-PSU email)
Holly Swanson - Staff Writer
hollyannswanson@verizon.net
Adam Ligette - Staff Writer
Adam.Lidgett@StateCollege.com
Town & Gown
David Peneck – Editorial Director Town & Gown
dpenc@barashmedia.com
Jenna Spinelle – Staff Writer
jcs5000@psu.edu
Centre County Report (News Show)
Curt Chandler
cwc11@psu.edu
State in the Reel
Eric Poluhovich - President
stateinthereal@yahoo.com
The Lion 90.7 FM
Steve Valenti - Vice President & Program Director
svalenti@thelion.fm
WPSU FM
Patty Satalia - News/Features Director
pss2@psu.edu
Jill Hockenberry - Community Calendar Traffic Director
jdh32@psu.edu
3Wz FM
Katie Baney - General Manager

kbaney@3wz.com
B94.5
PJ Mullen - Program Director
B945LIVE@gmail.com
Stall Stories in the HUB-Robeson Center
Deadlines for submission is Thursday at 5 p.m. the week prior
USAmarketing@psu.edu
Business card size picture with words
b. Press Release
FOR IMMEDIATE RELEASE
Contact: Matthew Jordan
President of College Town Film Festival
(814) 574-5520
mfj3@psu.edu
Penn State Hosts the Second Annual College Town Film Festival
State College, PA (April ___, 2014) - Penn State University and the State College
community are honored to host the second annual College Town Film Festival
(CTFF) from April 16-19, 2014. The CTFF prides itself on showing a variety of
independent films to engage students in communicating with one another
through the art of film.
While at Penn State University this April, the festival will be featuring several
films, engaging community members with panelist discussions, hosting a seminar
and having a script reading. CTFF is free for students with their Penn State ID
and $5 for community members. The CTFF will be kicking off their festival with a
screening of Alberta Legacy 2 on April 16tht
at 3 p.m. at The State Theatre. This
documentary tackles the issue of Iran having the highest brain-drain rate in the
world. Following the screening of the documentary, there will be a discussion in
addition to a scheduled question and answer session.
As part of the festival, a seminar will be held at The State Theater on April 18tht
at
10 a.m., which includes several panelists. James Denton, Cameron Fife, Rane
Jameson, Marta Milans, and Thom Goff will address questions focusing
specifically on the business of acting and versatile approaches actors utilize
when they pursue a professional acting career.

Dr. Matthew Jordan, an associate professor of Film/Video and Media Studies, is
on the Board of Directors as the President of CTFF. Dr. Jordan is helping
students, faculty, and community members understand the importance of film
with the help of CTFF.
Please visit www.collegetownfilmfestival.com to download the official program
guide.
c. Media Pitch
Hello ______,
Considering your involvement in the Penn State community/film scene, I wanted
to bring to your attention some exciting news from the College Town Film
Festival (CTFF). The CTFF will be hosting their second annual festival at the
State Theatre as well as The Carnegie Cinema from April 16th
to April 19th
. Penn
State University has been chosen as the first stop on the CTFF tour. There will
be several independent films shown, short films, a lecture, script reading, and a
seminar.
CTFF is delighted to bring in acclaimed actors such as James Denton, Marta
Milans, Cameron Fife and Rane Jameson. There will be free admission for
students with a Penn State ID and a $5 admission fee for all community
members. Please refer to the attached document for more information. Also,
please let me know if you have any interest in speaking with a board member of
CTFF or covering this story for your readers.
Best,
Vanesa Cardy
(Attach Press Release in PDF Form)
3. Student Involvement
In an effort to increase student attendance at the College Town Film Festival, we
will be targeting specific professors via email. We will request for these
instructors to not only promote the event as a valuable education tool, but to also
offer extra-credit for their course. Grade incentives have proven to be successful
in drawing in student audiences throughout past events. However, in order to
prevent uninterested students from attending, we will be targeting courses that
are relevant to the event’s topics, including; Film, Women’s Studies and Human
Sexuality. This will ultimately benefit the film festival, as it will attract students

who have an interest in the subject matter and who will attend with the intent to
participate.
a. Teachers and Courses
COMM 150- The Art of Cinema
1.) Kevin Hagopian: kxh24@psu.edu
2.) Matthre Jordan: mfj3@psu.edu
Documentary: Alberta Legacy 2, International Short Films
CMLIT: International Cultures: Film and Literature
1.) Henry Morello: hum1@psu.edu
COMM 452: Topics in International Cinema
1.) J Dumas: jad21@psu.edu
CAS 271: Intercultural Communications
1.) Soumia Bardhan: sxb65@psu.edu
2.) Ines A Meyer-Hoess: iah2@psu.edu
CAS 471: Intercultural Communication Theory and Research
1.) Rachel Annette Smith: ras57@psu.edu
COMM 410: International Mass Communications
1.) Dunja Antunovic: dxa214@psu.edu
2.) Janelle Applequist: jra5032@psu.edu
3.) Michelle Baker: mkd155@psu.edu
4.) Keun Yeong Kim: kvk5170@psu.edu
COMM 419: World Media Systems
1.) Xue Dong: xxd112@psu.edu
2.) Lian Ma: lxm947@psu.edu
3.) Cristina Mislan: cum192@psu.edu
The Language of Film with Julian Doyle, Making a Web Series, Making Films
with Monty Python and all short films

COMM 337W: Intermediate Documentary Production
COMM 346: Writing for the Screen
1.) Barbara Bird: bob2@psu.edu
COMM 338: Intermediate Narrative Production
1.) Maura Shea: mshea@psu.edu
COMM 438: Advanced Narrative Production
1.) Rodney Bingamin: rbb11@psu.edu
COMM 439: Advanced Alternative Production
1.) Richard Sherman: ras49@psu.edu
COMM 446: Writing for the Screen II
1.) Gregory Collins: ggc10@psu.edu
Strangers and The Beating, Making Film with Monty Python, Making a Web
Series Everyone is a Filmmaker
COMM 250: Film history and theory
1.) Jeffery A. Masko: jam964@psu.edu
COMM 242:Basic Video/ Film Making
1.) Christopher Hite: ceh135@psu.edu
2.) Thomas Camden: tmc165@psu.edu
3.) Christopher Maurer: cpm114@psu.edu
Seminar: Auditioning in the Electronic Age and the Business of Acting…
THEA 102: Fundamentals of Acting
1.) Allison Jaye: asj132@psu.edu
2.) Erik Carter: ebc136@psu.edu
3.) Heather Ross: hmr140@psu.edu
4.) Tyler Reilly: tjr238@psu.edu
THEA 120: Acting I
THEA 121: Fundamentals of Acting II
THEA 225A: B.F.A. Acting Studio
1.) Wendell Franklin: wbf112@psu.edu

THEA 221: Acting III
1.) Matthew Toronto: mkt132@psu.edu
How to Lose your Virginity
WMNST 008H: Philosophy and Feminism
1.) Paula Droege: pud10@psu.edu
WMNST 083S: 1st
Year Seminar in Women’s Studies
1.) Lise Nelson: lkn907@psu.edu
WMNST 100: Introduction to Women’s and Gender Studies
1.) Erin Heidt-Forsythe: eah28@psu.edu
2.) Vanessa Massaro: vam127@psu.edu
3.) Andrei Israel: ali122@psu.edu
4.) Elif Balin: exb941@psu.edu
5.) Anna Terman: art173@psu.edu
6.) Edith Gnanadass: eng113@psu.edu
7.) Jill Wood: jmw193@psu.edu
WNST 106: Representing Women In Gender and Lit, Art and Pop Culture
1.) Mindy Boffemmyer: mub21@psu.edu
2.) Laura Sapelly: les252@psu.edu
3.) Jennifer Lawlor: jaw55@psu.edu
BBH 146: Intro To Health and Human Sexuality
1.) Patricia Koch: p3k@psu.edu
2.) Julian Haas: jch311@psu.edu
b. Student Organizations at Penn State
Alberta Legacy 2/International Short Films
Iranian Student Association
Farid Tayari
fot5026@psu.edu
Educational Policy Studies Student Association
Renata Horvatek
ruh158@psu.edu
Global Economy Club
Daniel West

dzw5132@psu.edu
International Affairs and Debate Association
Ann Semel
ajs5741@psu.edu
International Education Student Association
Emily Anderson
ewa111@psu.edu
International Student Council
Siri Chamanthi Swayampu
sys5584@psu.edu
The GLOBE
Natalie Nash
njn5062@psu.edu
Ripped!
Second Floor Stand-Up
Andrew Oreskovich
ajo5115@psu.edu
Lunar Lion
Ajeeth Ibrahim
ami5030@psu.edu
ASYLUM
Thomas Scarponi
tjs5646@psu.edu
Blue In the Face
Andrew Adamietz
ama5558@psu.edu
Glee Club
Adam Baker
arb5489@psu.edu
NOTA
Timonthy Lasher
tvl5124@psu.edu
Pennharmonics
Victoria Brahm

veb5023@psu.edu
The Clown Nose Club
Danielle Long
dml5344@psu.edu
Full Ammo Improv Troupe
Eleanor Skrzat
ejs5303@psu.edu
The Language of Film with Julian Doyle
Student Film Organization
Caleb Yoder
cky5019@psu.edu
Star Wars
Nuno Silva
nhs5051@psu.edu
Tardis
Anya Godigamuwe
ayg5152@psu.edu
Strangers/The Beating
PanHellenic Council
Meaghan Demallie
mnd5089@psu.edu
Student Sitcom
Anna Gunderson
axg5191@psu.edu
Interfraternity Council
Daniel Combs
drc5282@psu.edu
Twilight of the Gods
Blue Band
Stephen Payne
sip5229@psu.edu
Clarinet Club
Michelle Brooks

mlb5654@psu.edu
Paranormal Research Society
Rachel Moeser
rem5241@psu.edu
Liszt Society
Kristin Stephenson
kms647@psu.edu
Qiet
Liszt Society
Kristin Stephenson
kms647@psu.edu
Blue Band
Stephen Payne
sip5229@psu.edu
Clarinet Club
Michelle Brooks
mlb5654@psu.edu
Blue in the Face
Andrew Adamietz
ama5558@psu.edu
Glee Club
Adam Baker
arb5489@psu.edu
NOTA
Timonthy Lasher
tvl5124@psu.edu
Pennharmonics
Victoria Brahm
veb5023@psu.edu
Jazz Club
Matthew Flickinger
mpf161@psu.edu
Songwriter’s Club
Christina Letter

ctl5076@psu.edu
How to Lose Your Virginity
Women’s Studies Graduate Organization
Shan-Jan Lui
ssl5094@psu.edu
LGBTA Student Coalition
Tesha Davis
tmd5226@psu.edu
Speak Now
Full Ammo Improv Troupe
Eleanor Skrzat
ejs5303@psu.edu
We will target these groups through emailing the club presidents.
c. Sample E-mail for Teachers
Hello __________,
The College Town Film Festival is coming to the State Theatre and The Carnegie
Cinema on April 16-19 and is giving students the opportunity to view several
independent films and a dozen short programs for free. The four-day event will
also feature filmmakers, actors and writers who will host discussions with the
students who attend. Some movie topics include women’s studies and human
sexuality (will change to gear towards different classes and teachers.) On behalf
of Happy Valley Communications and the College Town Film Festival, I was
hoping that in support of this amazing event you could encourage your students
to attend, perhaps by offering an extra credit incentive. My team and I would be
happy to help implement the process. Please let me know and I would be happy
to provide you with more information pertaining to the festival!
Best Wishes,
College Town Film Festival and Happy Valley Communications
d. Sample E-mail for Student Organizations
Hello __________,

We are excited to announce that the College Town Film Festival is coming to the
State Theatre from April 16th
to April 19th
for the second year in a row! All films
shown at the festival are free with a Penn State ID. Since your club cares
about/specializes in ______________________, we wanted to bring your
attention to _______________________, a movie/documentary/seminar that we
feel you and your members would be interested in.
Summary of movie
Time/place of movie
Attending this movie/documentary/seminar is a fantastic opportunity for your club
to socialize, enjoy the topics you’re interested in, and enrich your film
education—all for free.
Thank you for your time,
Vanessa Cady
www.collegetownfilmfestival.com
@CollegeTownEZ
FB: College Town Film Festival
e. Extra Credit Ticket Stubs
With the help of State Theatre, CTFF staff will be distributing a ticket as students
enter the venue and will be stamping it at the end of the program. For students to
attain extra credit, they will need to have a stamped ticket to present to their
teacher/instructor. We will be contacting Carnegie Cinema and Foster Auditorium
to figure out a solution to who will be there during the events to distribute and
stamp tickets.
5. Social Media Presence
With around 1.23 billion active users on Facebook, an estimated 560 million
active users on Twitter, and an estimated 150 million active users on Instagram
the significance of social media for business is growing reported Anson Alex.
Social Media Today predicts that 2014 is going to be a year of success for Social
Media and Small Businesses. According to Social Media Today, “social media
allows small businesses to leverage technology to even the playing field with
bigger brands and companies...It all comes down to how you communicate with
your customers, how you leverage relationships, and of course how you share
great content.” The main concept about getting people to be aware of your
product is to go where your audience is.

Facebook is constantly advancing their audience members every month. With
over 1.23 billion active users, Facebook is the only site that everyone should be
on and actively be sharing content and engaging their audiences. With the
magnitude of users they have, your odds of your audience being active on
Facebook are exponentially higher than on any other social media site. Facebook
is not only a personal platform but also incorporates small and large businesses.
While the majority of users create their personal pages to connect with loved
ones and friends, small and large businesses owners are creating a Facebook
page for their business to share interesting content, share new advances within
their company, share new products, and industry information to their followers.
Facebook gives you the option to tell a story through the use of video, photos,
quotes, and entertainment with a personal feel to each audience member.
According to Social Media Today, the largest audience at around 40% is the 45-
54 demographic, followed by both 35-44 and 25-34. Social Media Today also
states that Facebook is good for improving SEO, traffic to your site, brand
exposure and customer engagement.
Twitter is another social media site that are advancing beyond everyone’s
expectations. Twitter is a platform that provides the most practical, useful and
direct way of sharing information to the public. With around 450 million users,
businesses and people around the world share their message in 140 characters
or less. Twitter is one of the only social media platforms that you can tweet hourly
updates and posts and not be obnoxious. By continuously appearing in the
streaming news feed, these multiple tweets a day can help you repeat yourself
and create a sense of personality for your page. The secret to attracting more
followers is to create catchy and creative words and short phrases. By following
others and engaging with them on a personal level, it shows not only that you are
interested in their company and personal well being but that you are there to help
them if they have any questions for you. According to Social Media Today,
Twitter’s key audience is 65% female and is evenly split between 25-34, 35-54
and 45-54. While 140 characters of text is concise and appealing to your
followers, think of ways to incorporate photos and videos to engage your
audience members.
The most shocking statistic that was found through our research so far is that
88% of all marketers have indicated that their social media efforts have
generated more exposure for their small businesses. Currently, College Town
Film Festival’s social media presence has a small follower base on Facebook
and Twitter, but has the potential to gain more by sharing more content and
engaging with users more often. Ultimately, this will increase awareness and
discussion on campus leading up to and around the event.
6. Target Market

The College Town Film Festival aims to target Penn State students and State
College community members who take an interest in film and cinema. Penn
State University has 46,184 students and 3,257 faculty members at the
University Park campus. 54% of the student population is male and 46% is
female. There are over 1,200 student-run organizations and classes offered at
Penn State University. A variety of these are centered on cinema such as the
Student Film Organization and Communications 150: The Art of Cinema. The
majority of these organizations, and the students participating in them, have
Facebook and Twitter accounts to connect and interact with. As of 2012, State
College has a population of roughly 41,983 people while Centre County has a
population of 135,758. Out of this population, there are around 22,840 people
between the ages of 20-34 in the State College region.
7. Overall PR & Social Media Campaign Goals/Business Objectives
There is a large opportunity for the College Town Film Festival to reach their
target audience and gain a broader following for various independent films. This
can be achieved with a comprehensive communications campaign. The following
communications goals are designed to reach this idea.
• Build brand visibility and awareness
• Boost audience attendance for each film
• Generate social media traffic and engagement
• Increase audience appreciate for independent films and the filmmaking
process
• Foster a community discussion regarding filmmaking
By incorporating these general goals into a broadened business objective, we
can clarify exactly whom we want to target and how to target them. In order to
accomplish these objectives, there are suggested public relations tactics, social
media platforms to utilize, and advertising material. By setting goals for CTFF
and linking them to the overall business objectives of this event, we can evaluate
our process throughout the campaign as well as after the completion of the
event. This will also keep us on track of the accomplishments we have had.
The objectives for CTFF include:
• Create a public relations campaign and social media campaign that will
increase student knowledge of the second annual event coming to Penn
State University during April 16-19

• Create awareness for independent films on university campus among
students, faculty members and community
• Create a larger social media presence that will increase the film festival’s
image when they decide to tour different universities
• Allow student organizations to become involved in the conversations and
discussions after the film
• Encourage students to voice their opinions after the film or short program
is viewed and in an online discussion via Facebook and Twitter
Objective 1: To create a public relations campaign and social media campaign
that will increase student knowledge of the second annual event coming to Penn
State University during April 16-19th.
Public Relations to achieve this objective:
• Targeting the traditional media channels stated
above will allow CTFF and HVC the opportunity
to gain exposure through newspapers,
magazines, and radio stations
• Articles being published the week prior to CTFF
will create a buzz
Social Media goal to achieve this objective:
• Building brand visibility and brand awareness
• Generating website traffic to the social media
platforms for students and community members
to either engage in conversation or gain more
information
• Answer questions from people who may want to
come but have a conflict or concern
Advertising Campaign to achieve this objective:
• Distributing posters around HUB, populated
student areas around campus, downtown in
Starbucks/Irvings, and in classrooms.
• Chalkboard “Blitz” - Writing on chalkboards
“College Town Film Festival 2014 coming to
The State Theatre from April 16-19th. Free for
PR Channels:
• Student run newspapers
• Community Newspapers
• Radio Stations
• Magazines
• Stall Stories
Social Media
Channels:
• Facebook
• Twitter
Ad Campaign:
• Posters (1,000)
• Chalkboard (50, Sunday,
Monday Tuesday prior)

students with ID! Come grab some popcorn and
watch some great independent films!”
Objective 2: To create awareness for independent films on university campus
among students, faculty members and community.
• Have filmmakers stop by relative classes to
discuss their films and the filmmaking process.
• Target newspapers and website to ensure they
have an accurate list of films being shown on
their print and online calendars
• Share social media content of the featured
filmmakers and encourage audiences to interact
with them
• Generate relative content to the themes in the
films featured (share link to a story on Iran to
relate to film on Iran)
Advertising Campaign to achieve this objective:
• Include a calendar of films being show in the
HUB newsletter and various College student
newsletters
PR Channels:
• Student-run Newspapers
• Community newspapers
• Community websites
Social Media
Channels:
• Twitter
• Facebook
Ad Campaign:
• HUB Stall Stories
• College newsletters
- Communications
- Liberal Arts
- Arts & Architecture
• Schreyers Honors
College
Objective 3: To create a ubiquitous social media presence that will enhance the
film festival’s image when they decide to tour to different universities.
• Include all social media channels on
promotional material
• Raffle off a small gift card to anyone who
follows the Facebook or Twitter account
• Encourage students to tweet along during
movies and events
PR Channels:
• Gift card ($5)
Social Media
Channels:
• Facebook

• Connect with student organizations and
colleges to foster an online discussion
• Create official College Town Film Festival hash
tag for audience members to use during the
weekend (#CTFF)
• Twitter
Objective 4: Allow student organizations to become involved in the
conversations and discussions after the film.
• Reaching out to different student organizations
that relate to each film to see if they want to be
featured in a discussion. This will allow the
student org leaders to be involved in a
discussion that pertains to their organization as
well as getting more people to attend.
• For example, the first film (documentary) deals
with Iranian students. Invite an Iranian student
org president up to speak about this, this will
allow that specific org to attend that event and
help with gaining more presence around
campus.
PR Campaign:
• E-mail student orgs,
attach flyer and full
program in e-mail
Objective 5: Encourage students to voice their opinions after the film or short
program is viewed and in an online discussion via Twitter or Facebook.
• Reach out to classes and student organizations
to encourage students to participate in both in-
person and online
• Have classes offer extra credit to those
students participating in or attending
discussions
• Have filmmakers interact with colleges, student
organizations, and audience members via
social media.
• Engage a social media following by constantly
asking questions relevant to the particular films
showing
PR Channels:
• Connecting with faculty
members
Social Media Channels:
• Facebook
• Twitter

! Respond to the comments posted by audience
members to continue the dialog
7. SWOT Analysis
When composing the business objectives, it also important to look at the SWOT
analysis of the business. This is a chart that describes the College Town Film
Festival’s internal strengths and weaknesses, as well as external opportunities
and threats. This can also help drive your communication efforts towards
improvements based on the analysis.
Internal Strengths Internal Weaknesses
• High profile actors and directors
leading discussions
• Variety of films to reach a wide
audience
• Tailored specifically to a college
audience
• Focuses on filmmaking process
and final outcome of independent
films
• Films free for students and cheap
for non-students
• College audiences tend to be more
attracted to mainstream films
• Need increased social media
following and presence
• Target Market - Need to infiltrate an
entirely new college audience
• Targeted more towards students
rather than community members
External Opportunities External Threats
• Promote to your intended target
market
• Connect with students
organizations
• Generate social media following
and engagement
• Word of Mouth
• State College Theatre is a previously
established independent film hub
and has not been extremely
successful
• $5 price may turn off community
members or anyone without a
Student ID
• Other film festivals in the area (Banff
Mountain Film Festival is April 11- 12

• Connect filmmakers, actors, and
directors, with audience members
and allow for an ongoing
discussion
• Press coverage
• Connect with faculty members and
bring the CTFF discussions into
the classroom
9. Social Media Tools
Facebook, Twitter and Instagram will be used for our CTFF Social Media
Campaign. By using all these social media outlets, CTFF will be able to expand
their events to students, faculty and community members before, during, and
after their events. This is also a great way to engage students to share their
views of independent films. CTFF can offer incentives on their social media
platforms that will be beneficial into getting the attendance rate higher. In the
following sections, HVC will outline exactly how we will use each social media
channel to benefit CTFF and what we will be posting. We will also be recording
the number of followers from the start of this campaign until the end to evaluate
our success with the social media marketing
campaign.
10. Implementation
The above goals, strategies, target market, and tools have been outlined and we
have generated the best platforms to use. This section highlights those platforms
and tells how HVC will effectively and efficiently achieve the best results for
CTFF. These platforms have been chosen as the best to fulfill the goals of CTFF
as well as popular among the target market.
11. Platform Specific Tactics and Tools
a. Facebook - College Town Film Festival- 220 likes (as of 3/24/2014)

According to Business Insider, Facebook has over 1 billion users, with 67% of
U.S. Internet users on the social media platform. This creates a great opportunity
for a small business owner to reach a huge audience through a single medium.
Status and post updates foster a connection between a business and its
consumers while advertising options help reach potential consumers. Another
way to use Facebook as a small business owner is to reach out to other
members of the industry and make connections.
Some of the following ways CTFF can grow from Facebook are:
• Interact with the customers who “Like” your status, comment on your
status, and comment on your wall with questions.
• Update statuses to provide information about the festival, upcoming
movies, seminars, giveaways, and trailers
• Status Examples:
o The College Town Film Festival is coming to Penn State on
April 16 - 19! Admission is $5 cash at the door or FREE with a
Penn State student ID. For more information on the event, as
well as information on the films, times and locations, visit
http://collegetownfilmfestival.com.
o In a culture where “Be sexy, but don’t have sex” is the
overwhelming message to young women, “How To Lose Your
Virginity” examines the social construct of virginity and the
world’s understanding of it. Don’t miss this screening and
discussion with the director, Therese Shechter, at The Carnegie
Cinema on April 19th
at 2:30 p.m.
o Calling all Desperate Housewives fans! James Denton,
otherwise known as Mike Delfino, is coming to State College to
host a seminar at ___________ on _________. Visit
www.collegetownfilmfestival.com for more details!
o Recognize any of these actors? They are coming to Penn State
on April 18th
to address questions regarding the business of
acting and versatile approaches used by actors in pursuing a
professional career. Don’t miss your chance to get career
advice from the people who have been through it all! Visit
www.collegetownfilmfestival.com to get more details!
o Are you a film major? Interested in pursuing a career in film or
acting? Make sure to mark your calendars April 16-19. College
Town Film Festival, a travelling film festival, is coming to Penn
State to feature independent films. CTFF will also be hosting

panelist discussions, a seminar, and a script reading. Admission
is free for students with their Penn State ID, so don’t miss your
chance! Get in on the know about filmmaking and acting, right
here at Penn State! Visit www.collegetownfilmfestival.com to get
more details!
• Under the information tab about CTFF, provide the details of this year’s
festival, a link to the website and Twitter, and all of the movies that will be
playing
• Add more photos and videos to the Facebook page. Photos entice
customers more than a paragraph of information. Photos that could easily
be added to your Facebook page include:
o CTFF program (front page)
! Example caption: Grab a friend and some popcorn
between April 16th
to 19th
and watch FREE films at the
College Town Film Festival at State Theatre! Visit
www.collegetownfilmfestival.com for movies and dates!
o Graphics
o Movie posters
o Giveaway items
o Actors/filmmakers coming
• Videos that could easily be added to your Facebook page include:
o Trailer that won trailer competition
o Featured movie trailers
o Testimonials from students after they’ve seen the movies
o Quotes from Community members and students about their
favorite part of the movie during CTFF
o Short videos of seminars/discussions
• Giveaways will be incorporated onto the Facebook page through
announcements and competitions (more details below) to increase likes,
shares and comments
o Example: Attention Penn Staters and State College area
residents: The first 50 people to share this post will win a
Strangers poster signed by Actor James Denton and Director
Eric Howell!
• Ask sponsors to share general posts about the festival and create specific
posts for them about movies that will appeal to their followers (contact
them about content they would like to share), can also ask them to follow
CTFF (Ex. “Like College Town Film Festival’s page for updates throughout
the festival, giveaways, etc.”)

• Post in open Facebook groups (Class of 2014, 2015, etc., College of
Communications, Public Relations, Events and Parties, Schreyer Honors
College, clubs, etc.)
o Example: Hello,
The College Town Film Festival will be visiting Penn State on
April 16 - 19! This film festival is a 3-day event that aims to
spread independent films to larger audiences around the
country. Admission is free with a Penn State student ID or $5
cash at the door. For more information on the event, as well as,
information on the films, times, and locations, visit
http://collegetownfilmfestival.com.
• Send Facebook messages to following sponsors’ pages from CTFF page:
Penn State College of Communications, Liberal Arts Voices, Department
of Philosophy at Penn State, Penn State Institute for Arts and Humanities,
The Center for Global Studies at Penn State, Paterno Liberal Arts
Undergraduate Fellows Program, Penn State Schreyer Honors College,
Presidential Leadership Academy
o Example: Hello,
As the College Town Film Festival is quickly approaching, we
would love if our sponsors would help promote the festival to
their Facebook followers! Your participation in our social media
campaign is integral to the festival’s success and will help
ensure that we fill as many seats as possible this year.
With your permission, we will send you several Facebook posts
every week you can use to notify your followers and/or you can
create your own content. Some will be general posts about the
logistics of the festival and others might be about specific
movies/actors/filmmakers featured at CTFF. We also encourage
you to “share” any of our posts.
We would greatly appreciate any help you could offer us! Let us
know if you would be willing to post our content and help
promote CTFF.
Thanks,
Samantha from CTFF
b. Twitter - @CollegeTownEZ- 24 followers, 14 tweets (3/24/2014)
Twitter is a social media giant that allows users to “tweet” about any topic within
the 140-character limit. Users are given the opportunity to connect to other users,
including his or her friends, family, celebrities, businesses and various

organizations. According to Twitter, it currently has 241 million monthly active
users. Through its unique mix of messaging, social networking, and
microblogging, Twitter averages 500 million tweets per day. Twitter is a
megaphone for branding small business as it allows their content and messages
to be received by a potentially large audience through their follower base.
Target audiences can increase at exponential rates dependent on how engaged
the small business is in conversation. Retweeting and hash tags give the user
the ability to reach those outside of their network who are engaged in similar
topics of interest and discussion.
Twitter is also a great prospecting tool. Using Twitter you can find people who
need what you sell and people you can easily connect with to gain insight. In
addition, Twitter is also the networking tool of today as it is a great way to stay
connected with your customers.
Businesses that have been most successful with Twitter use it to offer exclusive
deals and content to their base. By encouraging customers to follow you on
Twitter through an incentive, you are being given permission to interact with your
customers more often. Also the using the search function on Twitter allows you to
search for specifics of the customers’ demographics.
Some of the following ways CTFF can grow from Twitter are:
• Tweet general information about the festival leading up to it, and then
when it starts, tweet specific movies and their time/location
o Come check out awesome documentaries, short films, lectures
and more! April 16-19 #CTFF14 #PSU
o Only ___ days until #CTFF14! Be sure to check out the lineup of
this years events here:
o Check out this clip from last year’s CTFF! #CTFF14 is only ___
days away!
• Interact with sponsors/moviegoers/clubs and orgs/actors/filmmakers that
may be interested in specific movies
o Are you a Desperate Housewives fan? Come see James
Denton for a Q&A session! 4/18 The State Theatre 10 AM
#CTFF14 #PSU
o Have a passion for film? Check out Monty Python Editor Julian
Doyle’s lecture! 4/17 The State Theatre 11 AM #CTFF14 #PSU
o Looking to fine tune your acting skills? Check out a seminar
from industry professionals! 4/18 The State Theatre #CTFF14
#PSU
o Don’t forget to tweet at us using telling us about your favorite
events! #CTFF14
• Retweet interesting and relevant content and articles, this allows people to
go to your page after reading an interesting article that you tweeted about

• Have sponsors post from their Twitter pages
o Will follow sponsors first and ask for follow backs
o Can ask sponsors to post specific tweets in same message we
send to their Facebook
• Video links of trailer from trailer competition/movie trailers
o Watch this video of Qiet! See them LIVE 4/17 The State Theatre
10 PM http://www.youtube.com/watch?v=wSJK-LKmREk
#CTFF14
• Giveaways will be incorporated into Twitter through competition and
announcements to increase RTs and favorites
o The first 5 people to RT our next tweet will win custom CTFF t-
shirts! Will DM winners with details! #CTFF14
c. Instagram
Instagram is a relatively new visual social media platform that allows its users to
edit and share pictures with their followers. Instagram has recently introduced a
new video sharing capability that lets users to record video clips up to 15
seconds. It currently has 250 million monthly active users and 55 million photos
uploaded every day. Like Twitter, Instagram users utilize hash tags on their photo
captions, making them easily trackable. Studies have proven that visual content
shared on Facebook and Twitter are the most viewed, shared, liked, commented
on, etc. Since Instagram is all visual, the level of engagement is high and it’s an
accessible way to document and share live events with your target audience.
• Pictures of:
o State Theatre
! Example of caption: “Looking for something to do
tonight? Grab a friend and come see _______ at the
State Theatre at _____ p.m.! #CTFF14”
o Movie posters
o Upload pictures of PR mentions in any if the above media
platforms such as Onward State
! Example: "Thanks @OnwardState for the wonderful
article! Who saw the article today? #CTFF" -Paired with
picture of article
o CTFF promo materials, including the program
! Example of caption: “Lover of indie movies? Want to
enrich your film education? Come to the 2nd annual
College Town Film Festival at State Theatre from April
16-19th. Free for students! Movies and times are located
at www.collegetownfilmfestival.com #CTFF14”
o Actors/filmmakers coming
o Giveaway items (XD Replay camera, Coach bags, t-shirts, etc.)
o Memes:

o Students lining up
o Actors/filmmakers during their seminars
! Example of caption: Julian Doyle, editor of Monty Python
and The Holy Grail, giving students a behind-the-scenes
look at the legendary Monty Python movies!
o Movie announcements/times
o Students posing with t-shirts
o Full theaters
• Videos of:
o Movie teasers
o Students talking about CTFF/specific movies
o Clips from seminars
• Contests:
o Ask people to double tap (like) picture of t-shirt and follow us.
Will choose one person at random and notify them through
@mention-win the t-shirt
o Ask people to upload a selfie in front of a movie poster at the
film festival and use a CTFF hash tag and @mention them-
winner(s) get a Visa gift card for $20
o Ask people to share a picture of their favorite “indie” film and tag
it with hash tag and @mention to win a t-shirt
12. Pre-event Survey
1. What standing are you at Penn State University?
a. Freshman

b. Sophomore
c. Junior
d. Senior
e. Masters Program
f. Other
2. What clubs are you apart of at Penn State?
a. (Text box for their answer)
3. What gender are you?
a. Male
b. Female
4. What is your major at Penn State University?
5. Have you heard of College Town Film Festival?
a. Yes
b. No
6. If yes, how did you hear about College Town Film Festival?
7. Did you attend College Town Film Festival last year?
a. Yes
b. No
8. What genre of movies are you most interested in?
9. What would be the most effective platform to reach you?
a. Facebook
b. Twitter
c. Instagram
d. Newspapers
e. Flyers
f. Other
g. (Can check more than one answer)
10.What would grab your attention on the above platforms?
a. Giveaways
b. Program information
c. Movie trailers
d. Photos
e. Other
f. (Can check more than one answer)
11.Would you have more of an incentive to attend if your teacher offered
extra credit?
a. Yes
b. No
12.Are you more likely to go if you knew the tickets were free?
a. Yes
b. No
13.Would you have more of an incentive to attend if your friend told you about
the event?

a. Yes
b. No
14.If your student organization was going to partake in a discussion following
a film, would this be more of an incentive to attend?
a. Yes
b. No
15.Do you plan on attending any of the College Town Film Festival events
from April 16-19 at Penn State?
a. Yes
b. No
16.What part of the College Town Film Festival would you be most interested
in attending?
a. Indie films
b. Short films
c. Lectures/discussions
d. Seminar led by filmmakers, producers, directors, and actors
17.If you would like to be entered in a change to win a $10 Visa gift card,
please provide us with your e-mail so we can contact you if you’ve been
selected.
a. (Text box)
13. Post-event survey
1. What standing are you at Penn State University?
a. Freshman
b. Sophomore
c. Junior
d. Senior
e. Masters Program
2. What clubs are you a part of at Penn State?
3. What gender are you?
a. Male
b. Female
4. What is your major at Penn State University?
5. Have you heard of College Town Film Festival?
a. Yes
b. No
6. If yes, how did you hear about College Town Film Festival?
7. Did you attend College Town Film Festival this year?
a. Yes
b. No

8. If yes, how many events did you attend this year?
a. 1-3 events
b. 4-6 events
c. 7+
9. If yes, why did you attend the events?
a. Extra credit for class
b. Free event
c. Friends influenced me to attend
d. To try and win a giveaway prize
e. Organization was asked to participate in discussion
f. Other
10.What events did you attend?
a. Documentary showing
b. Short program
c. Lecture/discussion
d. Script reading
e. Seminar led by filmmakers, producers, directors, and actors
11.What events did you like the most?
a. Documentary showing
b. Short program
c. Lecture/discussion
d. Script reading
e. Seminar led by filmmakers, producers, directors, and actors
12.Did you follow College Town Film Festival on Facebook, Twitter, or
Instagram?
a. Facebook
b. Twitter
c. Instagram
d. None
e. (Can check more than one answer)
13.If yes, did this help you find out information or peak your interest about
upcoming events?
a. Yes
b. No
14.If yes, what caught your attention on these social media sites?
a. Pictures
b. Videos of movie trailers
c. Program information
d. Updates on the daily events going on that day
e. Giveaway opportunities
f. Status updates

15.If you would like to be entered in a change to win a $10 Visa gift card,
please provide us with your e-mail so we can contact you if you’ve been
selected.
a. (Text box)
14. Measuring and Evaluating
Social media measurement is the determination of the volume of content and
attitude toward a business, brand, product, service, or topic on the social web.
The volume or amount of content is a quantitative measurement. Judging the
attitude or feelings of the content is a qualitative measurement. For example,
quantitative, meaning number, measurement, counts the number of posts,
comments, tweets, retweets, likes and followers. The attitude, feelings,
comments, conversations, mentions, and feedback about your business, brand,
product, service, or topic, is measured by qualitative measurements.
Once all the data from the social media is collected and measured, the
evaluation is critical to see how it is working. Social media data can be monitored
and collected through social media monitoring tools. The evaluating process
consists of comparing the outcomes to the goals. For example, if your goal is to
increase an aspect of a social media channel, such as likes, comments, or
shares, and the outcome is a negative percentage of decrease, it’s vital to listen
and implement our tactics stated above in the social media presence. We will be
able to look at the different social media platforms and evaluate each one and
their growth after the festival has ended. We will be constructing an Excel sheet
that will measure the growth of your different social media platforms after we
implement this social media campaign.
15. Calendar of Events
Wednesday March 26, 2014: Submit Social Media and Public Relations
Marketing Plan to Dr. Jordan
Thursday March 27, 2014: Samantha and her team will create a CTFF Instagram
and will add Penn State students, faculty, and sponsors. Will link the Instagram
account with Facebook and Twitter accounts. Will post a photo on the front page
of the program. Ana and her team will outreach to student organizations about
possibly attending and participating in the discussion after the movies. See
student involvement engagement section.

Friday March 28, 2014: Social media accounts will all be active under
Samantha’s name. For Twitter, we hope to follow all Penn State sponsors,
student organizations, and the filmmakers/actors who are coming to Penn State.
Monday March 31, 2014: Ana’s team will e-mail teachers to raise their
awareness about CTFF and ask if they would be willing to give extra credit to
their students who are willing to participate. Send out pre-surveys to sponsors
and list servs.
Vanessa will update CTFF’s Facebook status, which will include new movie
trailer videos. Start to get the buzz going on around campus.
Tuesday April 1, 2014: Samantha and Vanessa will sit down and order the
selected giveaways. We will also be printing out 250 colored flyers. Samantha
will reach out to all the sponsors via Facebook and send them the sample
message about sharing our upcoming social media posts. Samantha will also
post one Facebook status, three tweets, and one Instagram photo. Happy Valley
Communications will also share any and all of the content posted on the CTFF
social media pages.
Wednesday April 2, 2014: Social media posts will continue (1 Facebook status, 3
tweets, 1 Instagram post)
Thursday April 3, 2014: Social media posts will continue (1 Facebook status, 3
tweets, 1 Instagram post)
Friday April 4, 2014: Follow up with teachers about extra credit opportunity. Make
an Excel spreadsheet with all the teachers and classes who are participating.
Talk to State Theater and Carnegie Cinema about how to make sure students
are getting extra credit and the method that we will use.
Monday April 7, 2014: Press releases sent to all of the above contacts. Hopefully
the order of giveaways will be in so we can start contests via social media.
Monday April 7, 2014: This contest will be “the first ten people who share this
picture [first page of the program] will win a t-shirt.” Samantha’s team will also
start posting on social media more frequently to create a ‘social media blitz’ for
CTFF.
Tuesday April 8, 2014: Schedule possible interview with Dr. Jordan. Social media
team will continuously work on social media buzz. Social media will be most
effective if you change up statuses and tweets (photos, video, quotes,
information.)

Thursday April 10, 2014: Must have submission to Stall Stories in the HUB by 5
p.m. in order for it to be printed in the upcoming week’s publication. Make note to
respond to all reporters about any stories they want to cover.
Sunday April 13, 2014: Start a new contest on social media to giveaway free t-
shirts. This will be on Twitter for the first five people who “retweet” this picture.
Chalkboard blitz at night.
Monday April 14, 2014: Start to post flyers up in heavily populated student areas
as well as downtown Starbucks and Irving’s. We will also be laying flyers in
classrooms where we do the “chalkboard blitz.” Chalkboard blitz at night.
Tuesday April 15, 2014: Social media containing relevant information and getting
people excited about the upcoming CTFF starting tomorrow. Instagram a picture
of the State Theatre with the upcoming shows in the next couple of days. HVC
will also be retweeting and sharing our posts so there will be a larger audience.
We will be following up with sponsors to ask them to either share our content for
the upcoming week or to post their own status’s about CTFF. Chalkboard blitz at
night.
16. Giveaways
• Pens
o Vendo Direct: http://www.vendodirect.com/closeouts.html
o 250 pens for $97, 500 for $170
• Drawstring bags
o 4Imprint: http://www.4imprint.com/tag/105/drawstring-
Sportpacks/product/7194/Promotional-Drawstring-Sportpack
o 85 cents to $1.65 (sale ends 3/31)
o 200 would be around $1.25 each
o 150 would be around $1.34 each
• Visa gift card
o $10 – 8 gift cards
• Bumper stickers
o 4Imprint:
http://www.4imprint.com/search/bumper%20stickers/product/11650
1-26/Removable-Euro-Bumper-Sticker-26.2
o 200 would be around $1.48 each, one color imprint included on
front
o Free set-up, ready to ship in 5 business days
• Key chains with movie clapboard with CTFF
o 4Imprint:
http://www.4imprint.com/search/key%20chains/product/106982-
S/On-The-Edge-Key-Chain-Opaque

o 250 would be about .89 cents each
o Shindigz – customized clapboard key tags
o 5 day shipping – 250 customized key tags for $247.50
• Magnets in shape of logo
o Vendo Direct: http://www.vendodirect.com/magnets.html will need
to call about price, but definitely below a dollar each
o VendoDirect, 4Imprint, AnyPromo
17. Breakdown of Total Budget
• 250 pens = $97
• 60 t-shirts (20 S, 20 M, 20 L) = $280
• 1 Coach bag = $90
• 8 $10 Visa gift cards = $80
• 100 key chains = $100
• 30 bumper stickers = $26
• ___ bottle openers = $__
Total = $673.00
We can use the rest of the budget ($1000) on surprise social media customer
service, such as the Tribecca Film Festival did. We will start to generate ideas
about something we can do while the films are being shown to gain more social
media attention as well as community awareness with customer appreciation
campaign.

Penn State Sponsors
College of Communications
Department of Film/Video and Media Studies
College of Liberal Arts
Communication Arts and Sciences
Department of Philosophy
Institute for Arts and Humanities
Center for Global Studies
Paterno Fellows Program
SCHREYER Honors College
Presidential Leadership Academy
Office of the Provost
Social Media Pages for CTFF sponsors:
College of Communications
Facebook: Penn State College of Communications
Twitter: @PSUCollegeofCom
College of Liberal Arts
Facebook: Liberal Arts Voices
Twitter: @PSULAvoices
Department of Philosophy
Facebook: Department of Philosophy at Penn State
Institute for Arts and Humanities
Facebook: Penn State Institute for Arts and Humanities
Twitter: @MichaelBerube1
Center for Global Studies
Facebook: The Center for Global Studies at Penn State
**Paterno Fellows Program
Facebook: Paterno Liberal Arts Undergraduate Fellows Program
**Schreyer Honors College
Facebook: Penn State Schreyer Honors College
Twitter: @PennStateHonors
**Presidential Leadership Academy
Facebook: Presidential Leadership Academy
Twitter: @PennStatePLA

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