The Integrated Marketing Plan

An integrated marketing plan is a document that details the marketing and promotional objectives,
activities, materials and deadlines associated with the marketing of a specific business, product or
service.

Its important to explain that the inclusion of the word integrated in the term integrated
marketing plan is meant to emphasize a critical point: marketing and promotional activities, brand
messaging and design should remain consistent across all traditional and non-traditional channels
while using different promotional methods to continually reinforce each other. This includes
consistent use of your brand message and unique selling proposition (USP) as well as design
elements including logos, colors, fonts, images, and related materials or considerations.

For independent filmmakers, the use of an integrated marketing plan is as useful for the promotion
and branding of you as a filmmaker as it is for the promotion and branding of any one of your
films. The strategy and tactics we will employ are identical to those you would use to market and
promote a filmmakers career, a production studio or a forthcoming film.


Marketing Plan Content
The following is a list and description of the twelve (12) sections that should be contained within
an integrated marketing plan focused on the promotion and branding of the filmmaker:

(i) Introduction: The introduction should be a brief 1-2 paragraph summary of (i) your
marketing objectives, (ii) focus area within filmmaking; (iii) the state of the market, market
trends and the relative intensity of competition within your genre/segment; (iv) the critical
success factors (CSFs) necessary to compete successfully within your market; and (v) the
marketing and promotional requirements and activities necessary to support /achieve these
CSFs.
Integrated Marketing
Plan



Guidelines and Suggestions for the Creation and
Execution of an Integrated Marketing Plan

(ii) Industry & Market: A brief analysis of the industry & market. Including details on the (i)
monetary size of the global and domestic film markets, (ii) the number of global and
domestic film releases, (iii) details on any specific sector of the market begin targeted; (iii)
critical success factors for market participants; and (iv) the most significant industry trends
and associated opportunities and challenges such trends present (to include evolution in
entertainment opportunities and trends for audience members).
(iii) Filmmaker Description: An overview of the filmmaker including a biography/overview
with details on the filmmakers USP, KSAs, CSFs and brand message. Should also detail
filmmakers short, medium and long-term filmmaking goals. Youll also want to identify
your weaknesses and any threats you are likely to face in marketing and promoting your
filmmaking. In addressing these factors, try to identify methods of partially or fully
mitigating these challenges.
(iv) Target Market: The target market for your digital marketing and promotional campaigns
is likely to encompass several broad categories. Particularly at the outset of your
filmmaking career. Your target markets are likely to include:
! Film industry professionals (agents, managers, studios, etc);
! Investors and financiers;
! Potential cast and crew members;
! Distributors and domestic and international film buyers; and
! Fans and audience members. With regard to film audiences, you will likely
have a core target market, secondary market and tertiary markets depending
upon your films genre and subject-matter.
(v) Competitor Profile: This section should include a description of the state of competition in
your target market/segment, the basis of competition (competitive factors) in the market,
and the identification of the critical success factors (CSFs) that differentiate successful
filmmakers and film projects from the unsuccessful. [You may want to create a competitor
persona as discussed within the career management and personal branding project.] Near
the end of this section, you should restate your unique selling proposition, KSAs and brand
message as it relates to the market/segment CSFs. In other words, what are the important
points of differentiation on which you anticipate competing?
(vi) Marketing and Promotional Objectives: Again, at the outset of your post-MFA career,
you will likely have a number of marketing and promotional objectives, including (i)
generating visibility and building credibility for yourself as a filmmaker; (ii) securing
employment on studio-quality feature films; (ii) securing funding and support for film
projects; (iii) securing distribution for completed and forthcoming films; (iv) maximizing
market awareness and interest in forthcoming film releases.
(vii) Performance Metrics & Measures: This section should identify 8-12 key performance
metrics selected for their ability to measure both the filmmakers (i) marketing activity and
(ii) the performance or results derived from that activity. Metrics should include such
measures as:
1. Personal Revenue/Income Trends (monthly, quarterly and/or annually)
2. Film-Related Revenues/Income Trends (monthly, quarterly, and/or annually)
3. Number & Quality of Film Projects Completed
4. Size, Quality & Activity of Your Professional Network (How many people are
in your network? What are their roles and responsibilities? How frequently do
you contact each member? Is your network expanding?)
5. Personal Klout Score (www.klout.com)
6. Hubspot Marketing Grader Score (www.marketing.grader.com)
7. Search Engine Page Rank for Name and Associated Key Words
8. Number of Inbound Contacts (unsolicited emails, contact form inquiries,
telephone calls, etc. from those responding to your marketing and promotional
activity)
9. Number of Outbound Contacts (emails, telephone calls and other forms of
contact initiated by you to other film industry professionals)
10. Monthly Website and Social Media Visits
11. Number of Social Media Fans/Friends/Subscribers
12. Unique Monthly Website Visits
13. Identity of Website Landing & Exit Pages
14. Average Time on Website
15. Average Number of Pages Viewed Per Visit
16. Website Bounce Rate (percentage of visitors who leave your website after
seeing only a single page)
17. Frequency of Social Media Activity (number of times you post, comment or
reply to others comments via your social media accounts)
18. Frequency of Website Activity (new content and/or pages added)
19. Print and Broadcast Media Coverage (interviews, quotes or mentions)
20. Number of Film Industry Events Attended (monthly, quarterly or annual
attendance at various union, guild, association or club meetings, film festivals,
and other film industry events)
(viii) Marketing & Promotional Channels: The marketing and promotional channels you use
will depend upon your ultimate objectives. However, whether promoting a new film or
promoting your own filmmaking career, the following is a list of the most effective inbound
and outbound marketing channels:
! Direct Outreach (emails, telephone calls, postcards, etc.)
! Referrals from Friends & Colleagues
! Existing Relationships/Professional Network
! Film Industry Unions, Guilds, Associations and Clubs
! Film Festivals & Industry Events
! Participation on Film-Related Blogs & Forums
! Personal Website(s)
! Social Media Activity
! IMDb Profile
! Print & Broadcast media
(ix) Marketing & Promotional Activities: Again, the marketing and promotional activities
you select will depend upon your marketing objectives. Here is a short list of some of the
most common and effective:
! Direct Outreach (emails, telephone calls, postcards, etc.)
! Participation within Union, Guild, Association or Club Activities
! Film Industry Blog & Forum Participation
! Website Development (improve website quality and increase number of pages)
! Social Media Activity (frequency and quality of posts/updates)
! Post New Pics & Vids (on all digital media platforms)
! Consistent Participation in New Film Projects
! Film-Related Travel Outside of Your City/Region
(x) Marketing & Promotional Materials: Reflecting the integrated nature of the plan, your
marketing and promotional efforts will leverage several common marketing materials.
These materials will appear across your marketing and promotional channels, including
IMDb profiles, websites, social media accounts, electronic press kits (EPKs), and other
marketing and promotional outlets and materials. Common marketing and promotional
materials will include:
! Logo and tagline (if used)
! Filmmakers professional biography (incorporating above)
! Biography of regular cast and crew members (as appropriate)
! Portraits and BTS Pics (minimum of 10)
! Key Art
! Trailers and film clips (minimum of 4)
! Summaries of past, present and future film projects (minimum of 2)
! Film reel
! Credit list
! Reviews, quotes, testimonials and awards (if any)
! Press release(s)
! FAQ Sheet(s)
! Production notes (particularly with regard to interesting aspects of the
filmmaking process such as special effects, visual effects and makeup effects)
! Links to associated websites and social media accounts
! Contact details
(xi) Conclusion: The conclusion is essentially a restatement of the introduction with an
emphasis on the planned marketing and promotional objectives and activities. ummary with
concluding comments
(xii) Appendices: Appendices with supporting materials including your film resume,
filmmaking biography, credit list, electronic press kit (EPK), press release(s), and other
relevant marketing and promotional materials.


Conclusion
The use of an integrated marketing plan helps you develop a unified strategy coordinated across
multiple marketing and promotional channels, platforms, and activities. The result is a cohesive
identity with consistent messaging that serves to reinforce your brand and unique selling
proposition. And, because brand messages are consistent across channels, platforms and activities,
your integrated marketing activities will be both more effective and efficient.