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Ebertfest Media Brief

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Ebertfest Media Brief

  1. 1. Brief Details Media Brief Date: April 15, 2017 Prepared by: Laurel Gariti Project Name: CHARGE for Ebertfest Media Brief CHARGE for Ebertfest Executive Summary Founded in 1999 by the late Roger Ebert, University of Illinois Journalism graduate and Pulitzer Prize-winning film critic, Roger Ebert’s Film Festival (Ebertfest) celebrates films that haven’t received the recognition they deserved during their original runs. The festival gives these films and their filmmakers a well-deserved second look. The Festival brings together the films’ producers, writers, actors and directors to help showcase their work. A filmmaker or scholar introduces the films, and screenings are followed by an in depth on-stage Q&A discussion among filmmakers, critics and the audience. Ebertfest is a special event of the College of Media at the University of Illinois, and the festival, in conjunction with the College, hosts several on- campus academic panel discussions each year that feature filmmaker guests, scholars and students. All the festival films screen in the 1,500-seat Virginia Theatre, a restored 1920s movie palace with state-of-the-art 35/70mm and digital projection. A portion of the Festival’s income goes toward on-going renovations at the theatre. Roger’s legacy lives on through his wife, Chaz Ebert and the Festival Committee by keeping Roger Ebert’s Film Festival (Ebertfest) alive by containing to offer praise and viewing opportunities of overlooked films with the help of the College of Media at Illinois. Goals 1. Ebertfest and the Festival Committee wants to increase the attendee from Chicago natives 2. Increase on-campus student recognition and participation Our current consumers are loyal and Ebertfest wants to expand this demographic by bring potential audience from the North who have a passion for the arts and will truly appreciate the craft of Ebertfest. We found that this demographic wants to engage with film in a more thoughtful and interactive way. Target Audience • Audience Analysis Primary Target Market • Individuals who spend money going to museums, classical concerts, plays, and the movies o They are people who care about the cultural experience Demographics ● 30- 45 years of age ● Live in the Chicago-land area ● Their households are usually made up of 1 person and not having any children
  2. 2. Brief Details Media Brief Date: April 15, 2017 Prepared by: Laurel Gariti Project Name: CHARGE for Ebertfest ○ If these people are not going to the movies by themselves they are going with friends who are single, family members, or people that they have met at previous entertainment events ● 25% of households make between $100-$150K Psychographics ● Taste, Style, Personal Preferences: They like buying things at a premium, but also enjoy a nice bargain. For example, they buy an Audi even though they know when and if it breaks down it will be expensive to repair. ● Past Purchasing Behavior: They have purchased items that are fads, but have come to realize that they don’t necessarily have the money to do that anymore. ● Other Brands Consumers Purchase: They shop at Banana Republic and Gap. When they get a bonus or a gift they will shop at a more expensive place such as Bloomingdales. ● Consumed Media: These people watch independent films when they have some extra time and their sport to watch on TV would be tennis. ● Perception & Experience with the brand: Aware of who Roger Ebert is, but unaware of the film festival and what it offers. that being that it is a one of a kind interactive experience. ● Hobbies, Interests, & Priorities: Their hobbies and interests include experiencing various activities around Chicago. They enjoy going to The Art Institute of Chicago, not only for specific exhibits, but to get away from the world and experience something that is culturally stimulating. ● Goals, Hopes, & Desires: Their goals are to be stable with their jobs and families. They know that to have stability they must work hard while also always making time for their family. ● Concerns & Fears: These people are starting to plan for their retirement and know that saving is the best option. Their concern is to want to live comfortably without worrying about their finances. These people are Thinkers. They are always analyzing and processing their surroundings with lots of thought. They aren’t looking for what is in, but something that they can take in and thoroughly enjoy. This is someone who would go to Ebertfest because they want the opportunity to learn more about the films being chosen and get to experience it others. Secondary Target Market ● Individuals who are from the surrounding areas of Champaign-Urbana and/ or students at the University of Illinois Demographics ● Students at the University of Illinois ● Ages 18-26 ● Live in Champaign-Urbana
  3. 3. Brief Details Media Brief Date: April 15, 2017 Prepared by: Laurel Gariti Project Name: CHARGE for Ebertfest Psychographics ● Hobbies, Interests: art, maybe have taken art, theater, or film/photography courses ● Frequent music festivals, art exhibits, like street art ● Enjoy different art forms and movie genres ● They value freedom of expression ● They are Experiencers (VALS) ○ Are first in and first out of trend adoption ○ Go against the current mainstream ○ Are spontaneous ○ Have a heightened sense of visual stimulation. Reasoning & Rationale Target those who live in Chicago primarily because it is an untapped market; specifically targeting people who want a cultural experience and enjoy going to and supporting the arts. Best time to target this demographic is when they are participating at the Goodman or the Chicago Art Museum as they are already consuming the arts. These people are unaware of Ebertfest, but are big fans of Roger Ebert himself. Primary Target Audience Interviews Interview 1: Alissa Catlis In talking to Alissa, we could see firsthand why people have hesitations in attending Ebertfest while living in Chicago and what can get them to attend. Alissa goes to the movies once to twice a month because she wants ‘to escape from reality.’Besides going to the movies, she likes attending concerts and museums when she has the time. She thinks of herself as culturally relevant and up to date. She doesn’t write her own reviews about the movies, but really enjoys discussing them with people. She does rely on movie reviews to determine which movies she will see. Though she has never been to a film festival, she would be very interested in attending. An important speculation from her interview is that she doesn’t believe going for all five days is possible due to scheduling. She does think that going for the weekend or a few of the screenings is more of an option. Quotes: “I like how it’s on a big screen, it’s dark, no interruptions, you’re really in the moment of that movie. At the movies, your attention is just on the film.” “I like being able to see how others interact with film, so I can feed off their energy and thoughts.”
  4. 4. Brief Details Media Brief Date: April 15, 2017 Prepared by: Laurel Gariti Project Name: CHARGE for Ebertfest Interview 2: Mike Behren Mike is 33 years old and works for Progressive in Chicago. Recently married, Mike and his wife spend a lot of time together doing different things around the city. Although he hasn’t been to a museum in a very long time, he does frequent concerts, plays and movies. He likes to discuss movies and reviews, but will not participate online. When asked about Ebertfest, Mike knew about Roger Ebert himself, but was unaware of the film festival. He loves the idea of attending the film festival and would be even more likely to attend because it is in Champaign. Quote: “If I were to see more posters or advertising for film festivals (Ebertfest in general) I would be much more likely to not only consider the festival, but also going.” Interview 3: Sue Cohn Sue works in marketing and lives in Chicago. She is fond of films; her fondest memory is going on her first date to the movies with her husband. She loves going to cinemas to experience how big groups react to films, “I love the oohs and ahhs, the gasps in the audience - it makes you feel even more emotions while watching the film.” Cohn’s favorite part of film festivals is hearing from producers and writers in person. Cohn considers movies to be an art form because it expresses someone’s creative thoughts through acting and writing, as well as the set design. She is aware of who Roger Ebert and Ebertfest is. She feels more inclined to see a film if she knows who the actors are and what genre it is. If someone she was available and someone invited her, Cohn would be interested in going to Ebertfest. Besides watching films, Cohn likes to spend time with her family and go hiking. She volunteers at FOCUS on the arts at HP High School, “I like to learn a lot and expand my knowledge.” Quote: “I love the oohs and ahhs, the gasps in the audience - it makes you feel even more emotions while watching the film.” Secondary Target Audience Interview 1: Jada Marriott Jada, 18, is a Freshman at the University of Illinois majoring in Industrial Design. Jada has heard of Roger Ebert but did not know about Ebertfest. She watches movies in her dorm room and has multiple movie nights a week with her friends. She enjoys indie films and her favorite movie is Moonrise Kingdom. She usually watches movies at home and has never been to a film festival. She has frequented the art museum in Chicago, takes art courses, and is in an art club. She is more of a photographer than a film person but appreciates the craftsmanship and artistic point of view that goes into movie making. She can see herself going to Ebertfest because she enjoys movie and has friends who are interested in film.
  5. 5. Brief Details Media Brief Date: April 15, 2017 Prepared by: Laurel Gariti Project Name: CHARGE for Ebertfest Quotes: “I watch movies that I feel like apply to me and that I can relate the most to.” “In movies, I see things that I know, like elements of design, rule of thirds, textures that filmmakers can catch in their videos. I’m thinking of like Little Miss Sunshine, it’s a beautiful movie, and from a photographer's lens there are scenes of that movie that would work great as a piece of artwork.” Product and Brand Audit: Features and Benefits Features Benefits ● Founded by and led by Roger Ebert ● The projector system is one of a kind and takes up a lot of the budget ● Panels of experts that perform Q and A’s ● 12 films are shown within 5 days ● Those who made the films attend the festival ● Community art show and food trucks ● Pre-festival film screening ● The knowledge and wisdom that is passed down by Ebert ● The audience can enjoy a movie experience that is unique to Ebertfest. They view the movies with clarity and ease ● Audience members can learn and takeaway analysis that the filmmakers and or experts are able to share ● Goers don not have to choose which films they want to see. They have the opportunity to see all of them ● Learn first-hand from those who made the movies their thought process and takeaways ● Community events allow for more patrons to get to know each other and explore the Champaign area ● C-U members and students can get a glimpse at the festival without spending money
  6. 6. Brief Details Media Brief Date: April 15, 2017 Prepared by: Laurel Gariti Project Name: CHARGE for Ebertfest Values ● Ebertfest celebrates films that haven’t received the recognition they deserved during their original runs. The festival gives these films and their filmmakers a well-deserved second look to an audience that appreciates film. ● Promotes a strong sense of community among audience members, filmmakers, guests, students and scholars through discussions and non-conflicting movie screening times. ● Festival teaches us how to better read and interpret the movie-going event in all its manifestations and how to apply that new knowledge to a more robust appreciation of the arts in our everyday lives. ● Film competitors retweet tweets from RogerEbert.com, a website and twitter account dedicated to Roger Ebert. Brand Assets Brand identity and design-- name, logo, colors, tagline, graphic style, use of photography, etc. ● The website is a great example of the brand’s identity. They stick with an easy to read theme that is also very easy to access. They stick to red, white, and black on all the sites. Their display of photos is diverse and show many aspects of the festival from past years. The website itself and social media pages do a good job relaying information on what the festival is, but don’t necessarily do a good job about promoting the festival when it is occurring. Most people refer to the festival as Ebertfest, but on all official sites and past marketing it reads Roger Ebert’s Film Festival with the date. Current Marketing and Advertising ● Ebertfest currently has multiple social media accounts, they have room to improve their social media campaigns and gain a larger audience. They post announcements, photos from the event, and use their social platforms for live updates during the festival. These prove to be beneficial during the time, but goers and those thinking about the festival should still be interacted with even when the festival is not occurring. Not only are they promoting the festival on social media, but through other various media outlets.
  7. 7. Brief Details Media Brief Date: April 15, 2017 Prepared by: Laurel Gariti Project Name: CHARGE for Ebertfest Website ● The website provides an overview of the film festival including the schedule, guest, sponsors, general info, about, and Q & A. ● The are no online sales made on the website but a link to buy tickets through the Virginia Theater’s website. ● Includes a blog of the film festival. Facebook ● 2,955 likes ● Only 4 past Facebook events ● 100 photos posted ● 33 photos shared by attendees ● Posts include recaps, articles written about it by Daily Illini and Smile Politely ● Posts also include live updates during festival, “in case you missed it,” catering, announcements
  8. 8. Brief Details Media Brief Date: April 15, 2017 Prepared by: Laurel Gariti Project Name: CHARGE for Ebertfest Twitter ● One of their most popular social media accounts ● 2,435 tweets ● 972 following ● 3,471 followers ● Posts include pictures with guests, #TBT’s, audience pictures, feedback from attendees ● Aggregation/retweets from RogerEbert.com and Daily Illini ● Primarily active when the festival is occurring but not active for the rest of the year YouTube ● Joined Apr 25, 2010 ● 374 subscribers ● 87,597 total views ● 374 videos but all with a low number of views, ranging from as low as 3 views to 300 views ● Includes videos of films played at the festival and Q & A videos ● Multiple video playlists of Q & A videos
  9. 9. Brief Details Media Brief Date: April 15, 2017 Prepared by: Laurel Gariti Project Name: CHARGE for Ebertfest Pinterest ● Pins include: photos of Ebert, sponsors of the festival, and past films ● Pinterest is linked to to their Facebook and Website ● Provides visuals to audience Competitive Audit Direct The Chicago Critics Film Festival The Chicago Critics Film Festival has several similarities with Ebertfest. They are both non- profits, include a wide range of genres for films, and both occur during the Spring. It will take place a month after Ebertfest on May 20-26, 2016. The film could possibly affect our primary target audience’s choice to travel to Champaign for Ebertfest or stay in Chicago for The Chicago Critics Film Festival because of their similarities with one another. ● The only film festival programmed by the Chicago Film Critics Association ● Founded in 2013 ● Will be held in Chicago’s historic Music Box Theatre ● The film festival is working on expanding their presence in art scene and cinema scene in Chicago ● Chicago Film Critics Association has been presenting films throughout theaters in the state of Illinois, including: Studio Movie Grill in Wheaton, and Muvico Theaters Rosemont 18 in Rosemont, Illinois
  10. 10. Brief Details Media Brief Date: April 15, 2017 Prepared by: Laurel Gariti Project Name: CHARGE for Ebertfest Social Media Facebook ● Moderately active Facebook with more activity when the Festival is occurring and the first two weeks after the Festival has passed ● Post includes several videos and a few photos of the Film Festival ● Several Facebook events for when the Film Festival occurs ● Music Box Theatre advertises for them on Social Media, including Facebook Twitter ● No Twitter for the Film Festival however Chicago Film Critics Association twitter account promotes the Film Festival heavily ● Aggregation/retweets from Music Box Theater, RogerEbert.com, and Chaz Midwest Independent Film Festival The Midwest film festival is similar to Ebertfest as it dedicates itself to showing films in the Midwest. However, both film festivals do have multiple differences. The Midwest Film Festival plays every first Tuesday of the Month year-round, while Ebertfest only happens once in the Spring. People can submit films to the Midwest Independent Film as well, ● Showcases the best films of the Midwest every first Tuesday of the Month, year- round film festival ● It is the only film festival that dedicates itself to showing films by Midwest filmmakers ● Located in Chicago and is eager to help support the Midwest filmmaking community ● People are allowed to submit films, not just chosen ● Founded in 2004 by Chicago actor Mike McNamara and filmmaker Michael Kwielford Social Media Facebook ● 14, 843 likes ● Active Facebook page, includes FB events, photos, and videos ● Shares posts from RogerEbert.com Twitter ● 15K Followers, ● Announcements from sponsors/participants ● Deadlines to submit films ● Newsletter CTA’s ● Begging for followers
  11. 11. Brief Details Media Brief Date: April 15, 2017 Prepared by: Laurel Gariti Project Name: CHARGE for Ebertfest Indirect The Illinois Marathon The Illinois Marathon is occurring the same weekend as Ebertfest. Although they are two completely different events it could affect how easy it is for festival goers to get from one place to another. Some facts about the Illinois Marathon: ● 9th year for the marathon ● Is a Boston Marathon qualifying race ● Draws over 10,000 people for all the five different races ● Prides itself on its volunteers and how helpful they are ● They use Facebook, Twitter and Instagram ○ All channels mirror each other and are fairly active year round Insights ● Our target audience enjoys watching movies with others because hearing others’ reactions heightens their emotional connection to the film. ● Our target audience wants to engage in a more thoughtful way when it comes to entertainment. ● Our target audience doesn’t have enough time for themselves, so they can barely get away for vacation ● Our target audience uses their own artistic backgrounds as a lens to watch and evaluate films.

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