Justify the choice of Components (M2)

Advertising Pitch Script

The following is a pitch about the advertising for Umbra Hominis.

The following is an email chain between myself and the client following the pitch.  As I was unable to be a part of the pre-recorded pitch, I took responsibility for client liaison.

The following is the script for our advertising pitch presentation. Each of the paragraphs is for a new slide on the PowerPoint.

Here is a link to the PowerPoint that we used in the presentation

This pitch is for the advertising for Umbra Hominis. We will talk about the process that we went through to work out what we want our advertising to achieve.

We started off with a SWOT analysis. This helped us to identify the strengths and weaknesses of our movie as well as the opportunities and threats that are present as well.

After completing our SWOT analysis, we created a client brief that we can refer to as we work through the planning and production of our advertising as we create it.

We created an advertising schedule that we can use to follow the timings for the advertising as well as the types of advertising that we want to complete. We will be advertising for a whole year so that we have time to have a break from the Twitter advertising so that people who are following may think that something has happened to the owner of the account.

We worked out how much we would be spending on the advertising that by making sure that we maximise the budget that we have. Both Spotify and Twitter charge on a per interaction basis whereas Snapchat charges per 20,000 square feet that you want to have your filter active in.

We worked out the predicted Market reach by researching independent horror movies that have also been funded by the BFI and working on the assumption that people who watched similar movies will watch Umbra Hominis when it is released.

Linking to the predicted market reach we also worked out what our target market is. This is a male majority market, over the age of 18 who are in the B,C or D NRS demographic profiles and who like niche or independent horror movies.

This is the timeline for the delivery of our advertising presented in a clear infographic. More detail can be found on the advertising plan along with other types of advertising that we are going to complete.

These are the three focus areas for our advertising. We have decided to focus on Twitter, Spotify and Reddit so that we can present our movie as a real event in the most efficient way because it is easier to do through these methods by releasing a trailer in cinemas and then telling people that it’s real.

The graph shows the predicted views on streaming platforms for the weeks around the release of Umbra Hominis. These are based on the numbers for similar independent films.

Features of the platforms that we're advertising on and how we’re using/subverting them.

Spotify:

  Sends the user to a website if they click on the screen while the advert is playing.
Is a Music Streaming service

Only plays for users who don't pay for premium

Used by people who like music. No specific age range, however it's likely to be in the 11-40 range.

Our Spotify adverts:

Will only play for non-premium users. This means that we are likely to miss out on advertising to people with a disposable income (however Spotify frequently does 3 months for £0.99 offers so we're likely to catch some people who have used this offer due to each advert being played for 2 months with a 4 month gap in the middle).
The demographic that we want to advertise to is in the age range of people that use Spotify, however there isn't a way to target this advert to a specific age range. It is more likely that the people using it will be in the 18+ age range that we want to reach.

YouTube (trailers):

 Shows what the movie is about without spoiling key plot points or key moments in the movie.
 Creates interest in the movie
 Makes the viewer want more
  May show the villain or may keep them a mystery in order to leave the viewer thinking.

Our trailers:

The first one will present the movie as a typical high school movie, with the end showing that everything is not as it seems.

   The second one will use a lot of the scenes from the first trailer but with differences that present the movie for what it is – a psychological horror.
These will help to spread awareness for our movie and won't cost anything (unless we pay to have them play as adverts on other videos). They are likely to be seen by the demographic that we want to advertise to because they are the people who are more likely to spend a large amount of time on YouTube.

Reddit:

        Text based – Means it’s a bit more open to interpretation because different people have different imaginations.
Will be posted on a Sub-Reddit filled with other horror stories that are presented as real.

Our Reddit posts:

     Will be presented as realistic events that are happening to a person. Will either receive positive or negative feedback from users depending on how it is written.
There is a massive range of people who use Reddit, both in age and location. This means that we will be able to easily (and freely) advertise to a worldwide audience to help and spread awareness of Umbra Hominis in preparation for the worldwide release on streaming services.

Twitter:

  Social Media – means that it can be used to interact with fans, this allows us to create individualised advertising that specifically targets the.

      Usually written in a way that invites a response e.g. Reply to this tweet with your favourite flavour
Generally used by people in the 13 - 30 age range.

Our Twitter advertising:

May interact with fans in a way to try and make them think that the problems described are real.

Will be promoted so that more people see it (although this may give away that it is an advert, it's worth it to spread awareness)

Will be easy to reach our target audience of 18+ due to the majority of users being in that age range.

Snapchat Filter:

    Location Based – Means that people who haven’t heard anything about Umbra Hominis but who use Snapchat (and are in the area the filter is active in) will be able to use the filter and means that they may go and find out about Umbra Hominis.

Our Snapchat advertising:

Will be geography based and will be active within range of as many UK schools as possible. This is because we want to inform people who are our age about the struggles of mental illness. We will need to complete some research when we consult Snapchat to ensure that we are allowed to do this and that we don't need to receive permission from each school that we want to have the filter active around.
Will likely be used by people in the 11-18 age range. This means that it may not reach as much of our target audience as we would like to, however there is the possibility that these people have older siblings that they can tell about the movie.