Hello, My Name is Abigail Marketing Plan by Molly Hersh

HELLO MY NAME IS

ABIGAIL marketing plan by Molly Hersh FTV-419

May 8, 2012

PHASE ONE:

OVERVIEW

INDEX PHASE ONE 5 PHASE FOUR

EXECUTIVE SUMMARY 7 RELEASE STRATEGY 30 OVERVIEW 8 MEDIA STRATEGY 31 TARGET MARKETS 9 CYCLE ONE 32 OBSTACLES 10 CYLCE TWO 34 OPPURTUNITES 11 CYCLE THREE 36 BIG IDEA 12 PROMOTIONS 38 PUBLICITY 39 PHASE TWO 15 MEDIA PLAN 40 FESTIVAL STRATEGY 16 BUDGET 42 FESTIVAL KIT 18 THANK YOU 43 FESTIVAL MARKETING 20

PHASE THREE 23 DISTRIBUTION STRATEGY 24 TARGET DISTRUBUTORS 25 DISTRIBUTION TACTICS 26

EXECUTIVE SUMMARY Not everyone is cute. Not everyone likes to dance, hula hoop, and sing. But sometimes that’s okay. Hello, My Name is Abigail tells the story of the acerbic 13-yearold orphan who has over time come to believe she will never be adopted by a loving family. Despite the somber subject matter, this film is uplifting, humorous, and quirky. All of this is brought to life through the marketing. Each execution, whether a trailer, fundraiser, or nametag will create a relationship with the consumer. By dividing the strategy into three cycles, each cycle will work to generate positive word of mouth, which serves as the driving force behind the film. But let’s be honest, who wouldn’t fall in love with Hello, My Name is Abigail? You’ll laugh, you’ll cry, and maybe eat a cupcake. Enjoy.

OVERVIEW POSITIONING STATEMENT

Much like getting a new car, a new television, or a new accountant, picking an orphan to adopt can take some shopping around. Set at an adoption party where the atmosphere is as awkward as a middle school dance, Hello, My Name is Abigail explores the bitter disappointment of waiting to be adopted through the eyes and mind of 13 year old Abigail. Once again enduring streamers, cupcakes and karaoke, Abigail can’t seem to impress the window shopping parents, especially with the competition from the cute hula hooping orphans, who Abigial claims will grow up to be strippers. However, at this particular adoption party, Abigail finds that she may be exactly what one parent is looking for, as long as she lets her guard down.

SYNOPSIS

Forced to attend yet another adoption party, jaded orphan, Abigail doesn’t exactly fit the qualifications for most couples’ future child. At 13, and with an extremely sharp tongue, Abigail is convinced she’ll spend the rest of her life as an orphan, rotting like the old cans of pineapple on the back of the shelf at the grocery store. However, at this adoption party, Abigail is approached by Jade, an embalmer, who is unlike the other potential parents. When Jade shows interest in adopting Abigail over the cute, hula hooping children that quickly get scooped up by loving families, Abigail must put her guard down, and admit to Jade that she does in fact want to be part of a family.

genre positioning synopsis tagline rating

GENRE

Quirky Black Comedy

TAGLINE

How long have you been waiting?

ANTICIPATED RATING PG-13

TARGET MARKETS PRIMARY

WOMEN, AGES 25-45 With a nearly all female cast, adult women are most likely to relate to Hello, My Name is Abigail. While the lead character, Abigail, is only 13, the themes are aimed at a more mature audience. The heartwarming end and maternal tones will also help tap into this market.

SECONDARY

WOMEN, AGES 18-24; MEN AND WOMEN, AGES 35-53 While this market doesn’t relate as directly to the themes, the humor and quirkiness of this film will attract women both younger and older. While the younger women are likely to go see it with their friends, older men are also important to reach out to, as many will be accomanying women to the movie.

TERTIARY

PARENTS OF ADOPTED CHILDREN PEOPLE WHO WERE ADOPTED ADULTS LOOKING TO ADOPT “QUIRKY” PEOPLE A large part of the population has had some experience with adoption in their family, and will therefore feel especially connected to this film. In addition, people who have a quirky or dark sense of humor will be attracted to Hello, My Name is Abigail.

OBSTACLES CAST AND CREW

Like with most student films, the cast and crew of the film are unknown. Due to this lack of starpower, the marketing plan will focus on the story, rather than the cast.

ISOLATION OF ADOPTION

While many people have in someway interacted with adoption, there is also a large population who have not. It is even more rare that an audience member has participated in an adoption party, which could isolate many people. Therefore the marketing campaign will focus more on the themes and character development than the adoption aspect.

DARK COMEDY

While a heartwarming story, when it comes down to it, Hello, My Name is Abigail is a comedy about a child who has been waiting and waiting to be adopted, a subject which could be considered controversial. In the marketing plan, this will be introduced tastefully while still keeping true to the film.

OPPORTUNITIES REFUSAL TO CONFORM

Both Abigail and Jade are not exactly what you would expect from neither an orphan nor parent. Abigail isn’t the type to hula hoop or tap dance for attention, which could have hurt her chances of adoption. Jade, on the other hand, also refuses to conform to the traditional family model. She explains to Abigail that even though she’s getting older and doesn’t have a husband, she can still be a parent. The audience will respect and relate to these characters for their choosing to do things their own way.

THE UNDERDOG

Everybody roots for the underdog, and this film features a huge one: Abigail. Af 13 years old, Abigail has been waiting for years to be adopted, forced to believe that her lack of caring parents was somehow her fault. People relate to an underdog, and will be pleased to see that after waiting and becoming bitter, Abigail can shed her rough exterior and spend the rest of her life happy with Jade.

HAPPY ENDING

The heartwarming ending of Hello, My Name is Abigail is one of the strengths of the film. Viewers will walk away from the film feeling good, which can be an important element in generating buzz. No matter if the audience relates to the quirkiness of the film or not, the fact that Jade and Abigail end up happily ever after will resonate with anyone who has a heart.

DO GOOD

Adoption is a very noble and selfless act, especially with older children. This film can draw attention to neglect of older children, as well as promote philanthopic partnerships.

BIG IDEA

MEET YOUR

MATCH 12

BIG IDEA Hello, My Name is Abigail is about two people who refuse to compromise their individual quirks in order to become a family. Whether looking to adopt, find a relationship, or choose an accountant, everyone needs to find a match that fits, and is a concept easy to relate to. The rapport between Abigail and Jade is what drives the marketing for the film. They try to oneup each other over who is more undesirable, only to find that itâ&#x20AC;&#x2122;s their strange qualities that link them together. This marketing plan will encourage the audience to accept the fact that they may be weird, but there are people that will appreciate them for who they are. This will easily tie into the quirky yet heartwarming message of the film.

PHASE TWO: FILM FESTIVAL

STRATEGY

FESTIVAL STRATEGY Hello, My Name is Abigail will strategically enter festivals in order to create buzz, and gain popularity as it moves on to the next festival. In this three prong stragegy, the film will enter genre specific festivals, smaller festivals, and a larger, more prestigious festival. In the first stage the film will enter more specialized festivals, inlcuding Just for Laughs and Moondance International Film Festival. It will also enter the Santa Barbara International Film Festival and the Newport Beach Film Festival in the second stage, and in the third stage, the Kansas City FilmFest.

FESTIVAL STRATEGY JUST FOR LAUGHS

MOONDANCE FILM FESTIVAL

SANTA BARBARA FILM FESTIVAL

NEWPORT BEACH FILM FESTIVAL

The Just For Laughs Festival is held annually in Montreal, and is one of the top festivals for comedy, accepting both feature and short films. As a dark comedy, Hello, My Name is Abigail will stand out from the other slapstick submissions.

Held in Santa Barbara, California, The Santa Barbara International Film Festival accepts all types of films. They have a special Santa Barbara Student Shorts section where Hello, My Name is Abigail would be submitted.

The Moondance International Film Festival, held in Boulder, Colorado, focuses primarily on films that raise awareness and address social issues. Hello, My Name is Abigail will fit in due to the message of adoption it brings up. They even offer the â&#x20AC;&#x153;Starfish Awardâ&#x20AC;? for comedy submissions.

Held in Newport Beach, California, The Newport Beach Film Festival accepts many short films, and even includes a Chapman Showcase within their Collegiate Showcase section. In addition, Community Outreach is an large aspect of this festival, and the film relates to their philanthropic theme.

KANSAS CITY FILM FEST

The Kansas City Film Fest, presented by the Kansas City Filmmakers Jubilee is a prestigous yet reachable film festival for Hello, My Name is Abigail and could potentially lead to being recruited for more festivals.

FESTIVAL KIT The festival kit will feature tangible takeways for the media covering the various festivals. The kit will include a onesheet, cast and crew bios, a pitch letter and press release, a branded DVD case, and blank “Hello My Name is” stickers like the ones featured in the film.

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PRESS RELEASE

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CAST AND CREW BIOS

FESTIVAL KIT DVD AND CASE

ONESHEET

HELLO, MY NAME IS ABIGAIL CUPCAKES For The Cupcakes 3 cups all-purpose flour 1 tablespoon baking powder 1/2 teaspoon salt 8 ounces (2 sticks) unsalted butter 2 cups sugar 4 large eggs Finely grated zest of 1 orange 1 cup milk For The Icing 8 ounces cream cheese 4 tablespoons unsalted butter 3/4 cup confectioners’ sugar 1 tablespoon milk 1 teaspoon pure vanilla extract

“HELLO MY NAME IS” STICKERS

Directions Preheat oven to 350 degrees with racks in top and bottom thirds. Line twenty-four muffin cups (1-cup capacity) with paper or foil liners, and set aside. Whisk together flour, baking powder, and salt in a medium bowl, and set aside. Combine butter and sugar in a large bowl; beat until pale and fluffy, about 2 minutes. Add eggs one at a time, mixing well after each addition. Add orange zest. Beat in flour mixture and milk in three alternating batches, beginning and ending with flour mixture. After each addition, beat until just combined, scraping down sides and bottom of bowl as necessary. Fill prepared muffin cups with about 1/4 cup batter. Bake, rotating pans once, until cupcakes are just golden brown and spring back to the touch, 18 to 20 minutes. Let cupcakes cool in tins, about 5 minutes, then turn them out onto wire racks. Repeat with any remaining batter. Let cool completely. Beat cream cheese, butter, and sugar in a small bowl until just smooth. Add milk and vanilla; beat frosting until combined. Use immediately.

CUPCAKE RECIPE

FESTIVAL MARKETING CUPCAKES AND NAMETAGS

There is no better way to attract attention than free food. A street team will be present at the festival handing out cupcakes that were so hyped at the adoption party in the film. The napkins included will have information about Hello, My Name is Abigail and a link to the film’s website. While enjoying their cupcakes, street team members will have festival guests fill out and wear a “Hello My Name is” name tag. This will be a memorable interaction for the guests, and additionally garner attention from others who will contiually see people walking around with cupcakes and nametags.

LOCAL PRESS

Local newspapers, magazines, and radio stations from the festival cities targeted to cover the film’s debut. The press will be invited to view the screening, experience the guerilla tactics, and interview the cast and crew. They will also be presented with the film’s potential to raise awareness for the many children and teenagers waiting to be adopted or who are in foster care.

FESTIVAL MARKETING WEBSITE

The website promoted during the festivals is HelloMyNameisAbigail.com. This site will serve as the online hub to inform and connect the audience to the film. It will include a trailer, key art and promo photos, cast and crew bios, reviews and media appearences, and links to social media.

TWITTER

PHASE THREE:

B-2-B STRATEGY

DISTRIBUTOR STRATEGY Hello, My Name is Abigail will target three companies to distribute the film: Focus Features, Fox Searchlight, and Lionsgate. All three distributors have experience with smaller budget, independent, and quirkier films. The filmâ&#x20AC;&#x2122;s playability and marketability will be displayed through special screenings, networking, mailers, and online activity. This strategy will primarily focus on promoting the dark humor and heartwarming aspect of the film. All marketing tactics will mirror the filmâ&#x20AC;&#x2122;s tone and incorporate icons in order to bring Hello, My Name is Abigail to life. The film will choose Fox Searchlight as a distributor because they are truly the expert in their genre, and Hello, My Name is Abigail will fit in seamlessly with their other releases.

TARGET DISTRIBUTORS FOCUS FEATURES

Focus Features is the art house divison of NBC Universal, and a subdisary of Universal Pictures. They have previously distributed films with similar tones and messages such as The Kids are All Right, In Bruges, and Burn After Reading.

LIONSGATE

Lionsgate is an independent distribution company with a very sucessful history. While they donâ&#x20AC;&#x2122;t necessarily focus on dark comedies, they have a lot of experience with limited releases.

FOX SEARCHLIGHT

Fox Searchlight is a subsidiary of 20th Century Fox specializing in independent films, specifically those in the drama/comedy genre. Similar titles to Hello, My Name is Abigail they have released include Juno and Little Miss Sunshine.

DISTRIBUTION TACTICS NETWORKING

Crew members of Hello, My Name is Abigail will attend film industry events with the hopes of networking with potential distributors. They will hand out branded business cards, one side printed to look like the “Hello My Name is” nametags worn in the film. This card will be a memorable introduction to the film, and it will connect the film to the business card upon viewing it.

MOLLY HERSH Marketing Director Hello, My Name is Abigail mollyhersh@gmail.com

MAILERS

The Hello, My Name is Abigail signature cupcakes, as seen at the adoption party, will be delivered to potential distributors along with “Hello My Name is” nametags already filled out with the name of the executives recieving the cupcakes. They will once again be reminded of those same nametags from the business cards handed out, but this time with a mouthwatering cupcake as well.

DISTRIBUTION TACTICS SCREENINGS

To give potential distributors a real taste of Hello, My Name is Abigail, select film industry executives will be invited to preview the film. After the screenings viewers will be invited to an after party, of course with nametags and cupcakes, where the cast and crew will be present, allowing the opportunity for distributors to create a relationship with the film.

ONLINE

Potential distributors will be directed to the filmâ&#x20AC;&#x2122;s website for a virtual press kit, like the site used in the film festival strategy. Distributors will be able to ascess all information via this site, which will include key art, photos, cast and crew bios and interviews, and a twitter feed to keep up with any news about the progess of the film.

FESTIVAL MARKETING

PHASE FOUR:

CONSUMER

STRATEGY

RELEASE STRATEGY In order to bring Hello, My Name is Abigail to the consumer in the best way possible, the film will use a platform release. Because of itâ&#x20AC;&#x2122;s quirky and alternative nature, the film will depend strongly on positive buzz and word of mouth to attract an audience. The film will be released on November 22, 2013, the weekend prior to Thanksgiving. Between then and Christmas, the screen count will increase each week. This way, Hello, My Name is Abigail will start off strong with a holiday release. As word of mouth gets around and the screen count increases, the film will become a strong choice for couples and older family members to see together during the winter holidays. While there will be many family themed films released at this time, Hello, My Name is Abigail will be the go-to film for fans of independent film, and those looking for something with more substace than the typical blockbuster.

11/22/13 Week 1: 10 screens

11/29/13 Week 2: 40 screens

New York, Los Angeles

Chicago, San Francisco

12/06/13 Week 3: 100 screens

Seattle, Dallas, Phoenix, Denver, Philadelphia

12/13/13 Week 4: 450 screens

12/20/13 Week 5: 700 screens

12/27/13 Week 6: 1050 screens

NOVEMBER 22, 2013

MEDIA STRATEGY In order maximize the budget and make the best use of word of mouth, the film will utilize a three cycle media strategy. This will introduce, illuminate and expand the knowledge and peak interest of appropriate audiences at strategic times. Cycle 1

Cycle 2

Cycle 3

INTRODUCE

ILLUMINATE

EXPAND

August 19 - November 22, 2013

November 22 - December 13, 2013

December 13 - December 29, 2013

In the Introduce cycle, the consumer will first gain awareness of the film. It is essential to bring early viewers into the theater to begin to generate word of mouth.

The Illuminate cycle will continue to spread awareness of the film. While still focusing on word of mouth, the marketing will begin to transition into more traditional placements and events, giving consumers a more in-depth knowledge of the film.

The final cycle, Expand, will transition to national media. This will target those who have not already been reached through the first two cycles, as well as reinforce interest in people who already were aware of the film, but may not have seen it yet.

- Premeire - Spot Television - Local Magazines - Radio - Talk show appearances - Exit Surveys (continuation of Cycle 1)

- Guerilla/Stunts - Cable Television - Out of Home (continuation of Cycles 1 & 2)

- Festivals - Social Media - In-theater - Newspaper - Magazine Interviews - Pre-screenings

CYCLE ONE FILM FESTIVALS

Hello, My Name is Abigail will kickoff its marketing by utilizing the buzz and publicity generated from film festivals. The film will enter in the feature length section of the Telluride Film Festival and the Toronto International Film Festival. Beginning with festivals will generate attention from the press and begin word of mouth before the premiere. Both festivals are held in September, giving cinephiles an advance notice about the film.

OFFICIAL SELECTION

TELLURIDE FILM FESTIVAL

2013

NEWSPAPER

Color ads will be purchased in New York and Los Angeles based newspapers a week leading up to the priemere, and a full page ad the weekend of the release.

PRE-SCREENINGS

Before hitting theaters, Hello, My Name is Abigail will be shown in select cities to an audience made up of the primary and secondary audiences. This will research the audienceâ&#x20AC;&#x2122;s reaction to the film, and to which specific parts generates positive audience response.

INTRODUCE IN-THEATER

During this cycle a trailer will be placed during the previews before films shown in theaters. Trailers will be strategically placed before films with a similar tone and that target the same audience. In addition, the Hello, My Name is Abigail movie poster will be placed inside and outside theaters labeled â&#x20AC;&#x153;coming soonâ&#x20AC;? while appropriate. This will target people already interested in seeing movies. The trailers will specifically reach the target audience, while the posters will serve as a reminder.

SOCIAL MEDIA

Hello, My Name is Abigail will have dedicated Facebook, Twitter, and YouTube accounts. Facebook and Twitter will primarily be used to update consumers on any news with the film as well as interact with them by returning any comments or tweets. The YouTube channel will contain trailers, interviews with cast and crew, and exclusive behind the scenes content.

MAGAZINE INTERVIEWS

During this stage the film will begin to reach out to various magazines to pitch stories or interviews related to Hello, My Name is Abigail. Pitches will be strategically placed in local magazines, magazines that reach the primary audience, and magazines known for highlighting films.

CYCLE TWO PREMIERE

Cycle Two, Illuminate, will kickoff with the premiere of Hello, My Name is Abigail. On the red carpet, celebrities will be encouraged to wear the iconic “Hello My Name is” name tags. This way when photographs from the event are viewed in magazines and online the nametags will be seen, piquing interest in the film, and creating a recognizable icon.

SPOT TELEVISION

Local television networks in the cities where the film is playing will begin to show a trailer that features credibile critics’ positive reviews.

LOCAL MAGAZINES

Hello, My Name is Abigail will continue to advertise locally by purchasing ad space in local magazines. These ads will feature the poster, positive critic reviews, and the nearest theater showing the film.

ILLUMINATE RADIO

Radio ads will be placed during hours people are typically commuting, on stations that best reach the target demographic

EXIT SURVEYS

During this time, surveys will be conducted as the audience exits the theater. This will not only test the playability of the film, but will also provide sound bytes and quotes for future advertising.

TALK SHOW APPEARANCES

At this time many people will be aware of Hello, My Name is Abigail, but may not have seen it, or only have a vague idea of what itâ&#x20AC;&#x2122;s about. During the Illuminate cycle, cast and select crew members will appear on various talk shows. This way, viewers will be better educated about the film and have an identifiable person to associate with it.

CYCLE THREE CABLE TELEVISION

During this cycle, the :30 second trailer featuring critic reviews will transition from spot television to cable television. The buys will strategically target top shows and channels among the primary audience, as well as reach the secondary and tertiary markets with reduced saturation.

WILD POSTINGS

Wild postings will be placed in select cities with areas of high foot traffic. This will serve as a visual reminder for the film, as well as pique the interest of those still unfamiliar with Hello, My Name is Abigail.

EXPAND GUERILLA

The Hello, My Name is Abigail street team will head out to high traffic areas in major cities to spread awareness of the film, as well as create a more personal connection between the film and the consumer. The street team will ask people walking by for their names, and fill out a â&#x20AC;&#x153;Hello My Name isâ&#x20AC;? name tag for them. Printed on each name tag will be a promo code and a call to action to visit the website. Upon entering the promo code to the website, consumers will have the chance to win of a variety of prizes, including t-shirts, posters, signed merchandise, and even a meet and greet with the cast. This stunt will be promoted through their social media sites, websites, and be pitched to a variety of media outlets for potential press coverage. This execution will have three levels of reach: those who receive a name tag and enter the promo code, those who receive and name tag and do not enter the promo code, and those who see others with name tag but do not receive one themselves. While those who interact with the film on the street and then back at home create the strongest relationship, consumers who did not directly interact with the stunt still manage to be reached as well.

PROMOTIONS STRATEGY

Due to the subject matter of the film, Hello, My Name is Abigail will focus primarily on a philanthropic partnership with National Council for Adoption, a non-profit for adoption advocacy and education. Through fundraising and community outreach, the partnership will not only create a favorable image for the film, but have a positive impact as well.

COMMUNITY OUTREACH

Hello, My Name is Abigail will co-sponsor a national rollout of movie nights with the National Council for Adoption. Targeting regional orphanages, the film and organization will host screenings of new releases complete with blankets, snacks, and popcorn. Unlike many activites held for children waiting to be adopted, this will be geared for kids ages 13 and older. The press coverage for this event will raise awareness for both the need for families for older children, as well as the film.

HANGTAGS

Hangtags will be placed at the check outs of Fresh & Easy and Trader Joeâ&#x20AC;&#x2122;s grocery stores for purchase. Customers can purchase a $1, $5, $10, or $25 card, all of which will go towards the National Council for Adoption. In addition, customers can choose to round up their total to the nearest dollar, and change collected will be donated. The funds will specifically support the awareness and education for adoption of older children.

PUBLICITY STRATEGY

During Cycles One and Two, various print publications and talk shows will be pitched stories about the film. These outlets will be strategically selected to reach the right audience and the right time. Media

Date

Pitch

Conan O’Brien

November

Cast appearance and promote NCA partnership

The Ellen Degeneres Show

November

Cast appearance and promote NCA partnership

The View

November

Cast appearance and promote NCA partnership

Late Night with Jimmy Fallon

November

Cast appearance

Jimmy Kimmel Live

November

Cast appearance

The New Yorker

November

“Goings on About Town” section

Vanity Fair

October

Film promotes adoption of older children

Entertainment Weekly

August

Film festival review

Adoptive Families Magazine

September

Film promotes adoption of older children

People Magazine

October

Film promotes adoption of older children

Local/Regional Magazines

Novermber

Films playing near you

MEDIA PLAN

BUDGET Online 5%

Production 25%

15%

Outdoor Guerilla

10% 5%

15%

Radio

5% 20%

Print Promotion

TOTAL BUDGET: $25 MILLION

Television

THANK YOU TIM KRESSIN DAWN TAUBIN JUSTIN STATON AMY CHASE NATHALIE CON JAKE TISHLER SASHA PATPATIA MOM AND DAD THE FOSTER FAMILY NEXT DOOR 43