Client: Hanson Hosein and Independent America – Rising From Ruins
The following contains a proposal, amended for discovery and including useful tools, for a social media strategy to promote the upcoming independent feature film, Rising From Ruins, part of the Independent America documentary series produced by HRHMedia.
The following is a proposal for a social media strategy for promoting the upcoming independent feature film, Rising From Ruins, part of the Independent America documentary series produced by HRHMedia.
Independent America: Rising From Ruins is the 2008 follow-up to 2005′s Independent America: The Two-Lane Search For Mom & Pop. Both feature-length documentaries are directed by Hanson Hosein, former CBC and MSNBC reporter and current director of the Master of Communication in Digital Media at the University of Washington. As a series, Independent America focuses on the struggles and challenges faced by small businesses and business owners, as well as those communities such businesses occupy. 2005′s Mom & Pop took the documentarian road-tripping across the United States, capturing stories of hardship and determination in the face of growing mega-corporate encroachment. Unfortunately, August 2005 brought devastation to one location the filmmakers were unable to visit until much later. 2008′s Rising From Ruins returned to the scenes of post-Katrina New Orleans to document the growing struggles faced by NOLA residents and small business owners as both government and big business attempt to execute a difficult and controversial recovery – one that hardly includes ‘mom and pop’.
About SIFFThe Seattle International Film Festival is a organization dedicated to promoting communication through extraordinary films from around the world. The annual festival brings together filmmakers and film denizens from parts far and wide, including the greater Seattle area, the Pacific Northwest, and the globe. In addition to the festival, SIFF Cinema presents classic Hollywood pictures and other events throughout the year.
The mission of SIFF is simple: to create festival experiences that foster the film community here in Seattle. To generate awareness, SIFF has traditionally utilized basic festival promotional techniques to promote their annual festivities. This includes but is not limited to print advertising, marquee displays, and posters. More recently, SIFF has executed a broad web strategy, consisting primarily of a website promoting the organization and the festival’s entries. In addition to their website, SIFF has established partnerships with other Seattle-oriented organizations’ websites and various local blogs. On top of this, SIFF has begun a foray into social media, creating Myspace, Facebook, and Twitter accounts.
The success of films and film festivals often depends on socially produced word-of-mouth. Positive word-of-mouth, especially that shared on-line, can make or break a movie. Merely establishing a presence within social media, where this word-of-mouth can be generated and spread, does not do enough to promote the festival or its films. Moreover, the impact of SIFF’s participation in social media is yet to be seen. Additionally, SIFF’s biggest fans are not always the most social individuals. How can the SIFF audience participate in a collective experience when being social-able is not always the M.O. of the biggest SIFF filmgoer? And, how can SIFF bolster positive word-of-mouth?
Nerd Acumen by Matthew Stringer is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License. Based on a work at nerdacumen.com.
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