Post on 29-Mar-2016
description
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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Student work starts here…
PR & Communications in a Digital World
Group Communications Plan
Lisa Hammerton
Stephanie Birch
Cara Heasman
Amy Lee
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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Contents
Abstract 4
Introduction 5
Analysis 6
Audience 7
Key Messages 9
Strategy 10
Objectives 11
Tactics 12
Budget 14
Evaluation 15
References 16
Appendix
Appendix 1- Successful Paramount Campaigns 18
Appendix 2- Possible Facebook Posts 21
Appendix 3- Possible Twitter Posts 23
Appendix 4- Possible Blogger’s to Contact 24
Appendix 5- Cinema Questionnaire 25
Appendix 6- Timeline 26
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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Abstract
This communications plan evaluates and amends a previous campaign plan for the cinema
release of movie franchise Mission Impossible- Ghost Protocol. It is evident that
improvements can be made to the previous report that can benefit the success of the
campaign, In particular, the creation of a viral video to be placed on YouTube. Online media
as a communication channel had not been mentioned within the previous report; however,
these are a useful tool for raising awareness with audiences. Implications are that these
things will require more time, and therefore will use more of the budget, however, there is
still some budget left over if required in the future.
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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Introduction
The report aims to identify suitable communication methods to create a “buzz” around the
release of the movie Mission Impossible- Ghost Protocol within a 6-8 week time period and
an estimated budget of £30,000.
Since the report was written, a new team has taken over the campaign. Each
communications platform mentioned in the previous report has been explored and
reviewed to assess which are most useful for communication and engagement with an
audience.
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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Analysis
To develop the previous report, strengths and opportunities have been identified.
Strengths:
In-depth knowledge and identification of publics
Blogger engagement techniques
Relevant and specific audience partnerships (Relentless & Samsung Camera)
Opportunities for development:
SMART objectives & key messages
Build and expand upon the use of online media & YouTube
Create a viral video
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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Audience
As previously suggested, the four primary target audiences are as follows. They have since
been positioned in order of importance:
Action Genre Fans:
Aged 16-34
Interests include the gym and high-speed cars
Virtual Community:
Aged 16-45
Avid user of social networking
Enjoys Gaming
Writes movie reviews on his blog
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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Family:
Two parents
Two teenage boys aged 13 & 15
Have a disposable income
Like to do things as a family
Couples:
Aged 24-36
Go to cinema once a fortnight
(Orange Wednesdays)
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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Key Messages
The ultimate goals of the strategy are to endorse the movie Mission Impossible- Ghost
Protocol. It is important that the communication methods and messages are appropriate for
each individual audience type. Audience specific key messages have now been identified in
order to present how their interests and reasons for watching the film are fulfilled.
Family:
To identify that Mission Impossible is “Exciting family entertainment” and that if they are a
fan of actors such as Tom Cruise, or enjoyed the previous Mission Impossible films, they are
sure to enjoy this one.
Couples:
Females can enjoy watching their favourite hunk Tom Cruise for a few hours, whilst the
male can enjoy the gadgets, girls and action.
Virtual Community:
The movie will be talked about on many blogs, online magazines and reviews therefore they
have the opportunity to share their own opinions.
Action Genre Fans:
The movie has outstanding special FX and high-energy action throughout. They can expect
the action in this instalment to be bigger and better than the previous films.
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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Strategy
The campaign aims to reach a broad audience through a number of pathways such as:
Online media
Social media
Partnerships
Promotions
The campaign strategy is to implement a pro-active campaign using social media and online
components to reach the specified target audience.
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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Objectives
These are the revised objectives:
To generate movie awareness using social media tools and reach 1000 followers
within the first 6 weeks of the campaign.
Drive traffic to the social media platforms throughout the duration of the campaign
using online media including online magazines, websites and blogs presenting access
links on each page.
To have 500 people watch the film having being influenced by social media by the 6
week campaign.
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Tactics
There will be a link on the profile page to the other online platforms and also the official
page in order to direct traffic. The competition will be promoted on Facebook via the
competition tab. The Relentless partnerships will remain the same as in the previous report
as will the Samsung partnership which provides the prize for the Facebook competition. A
new inclusion of a “Notes’ page will be added similar to that of Paranormal Activity (See
Appendix 1).
A daily countdown of days until the movie is in cinemas is a useful tactic as it is a constant
reminder to followers of release. The twitter page should be interactive and make the
followers be proactive with conversations. Regular tweets should be placed with
recognisable connotations to the film, e.g. “Your Mission…Go and see #Mission Impossible”
to increase engagement and create a persona (See Appendix 3). The hash-tag should be
used when relevant to create ‘trends’. The Twitter account will also interact with other
online channels used within the campaign to integrate pathways and increase awareness.
Online Media
As a new inclusion, the release of the film will also be promoted through online media
websites specific to the audiences. This is another tool of directing traffic and creating a
buzz towards the film. Empire online is a forum where bloggers/ virtual community can
review and write opinions. Nuts Online has a film section which can feature Mission
Impossible as a ‘what’s hot’ release. This is suitable for the action genre fans.
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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YouTube
A viral video will be created to promote the film. The video will be uploaded onto YouTube
and later uploaded onto the Facebook and Twitter pages. The video will go viral due to the
childish humour and spoof of the action film genre.
Blogger Outreach & Tumblr
The use of Tumblr will remain the same as in the previous report. However an added
technique of blogger engagement will be implemented by giving high ranked bloggers
access to images and exclusives for them to share. (See Appendix 4).
Guerilla Marketing
The ‘Top Secret’ idea will remain the same as the original report.
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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Budget
As the campaign is digital, the budget is extremely value for money due to social media
being free.
With £11,700 left over from the previous report, the budget will be revised so that more
money goes into YouTube outreach due to the creation of the viral video. An extra 10 hours
@£100 per hour should be sufficient.
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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Evaluation
Amended ways that the campaign can be evaluated include:
Likes/Comments on Social media platforms
Google Analytics – hits on website
Tone of coverage – Positive vs. negative coverage from bloggers
Survey in selected cinemas – watch film as a result of social media (See Appendix 5)
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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References:
THE TELEGRAPH, 2011. 045440-generic-family [online image]. Available:
http://resources0.news.com.au/images/2011/12/06/1226215/045440-generic-family.jpg [accessed
14th March 2012)
ZASTAVKI, 2011. Love_Happy_Couple [online image]. Available:
http://www.zastavki.com/pictures/1152x864/2011/Love_Happy_couple_027948_.jpg [accessed
14th March 2012]
FAST COMPANY, 2011. Movie Geek [online image]. Available:
http://images.fastcompany.com/upload/Movie%20Geek.jpg [accessed 14th March 2012]
GLAMOUR, 2011. Man watching tv [online image]. Available:
http://www.glamour.com/sex-love-
life/blogs/smitten/1215_dating_men_watching_tv_with_remote_sm.jpg [accessed 14th March
2012]
TREMBATH, B. 2011. Professor's new theory explains viral video success [online]. Available:
http://www.abc.net.au/pm/content/2011/s3373366.htm [accessed 20th March 2012]
Lisa Hammerton(Q79728537)Stephanie Birch(Q79858287)Cara Heasman (Q79833390)Amy Lee (Q79761992) UNIT CODE: CCA506
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Appendix
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APPENDIX 1- Successful Paramount Campaigns
Tin Tin has 803,000 likes on Facebook. Recent statuses include: promoting the
release of the film on DVD, images of characters and uploads relating to other
subjects such as film awards. They have written in different languages for a global
out reach. They try to appeal to other niche audiences e.g. Nail art.
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The official Footloose movie twitter page is immediately recognisable because of
the pictures in the background and the word “Footloose”. The twitter page is
very interactive with its 21,570 followers and responds to most tweets. The
persona is very friendly and energetic which is consistent with the style of the
movie.
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Paranormal Activity 3 is by far one of the most successful campaigns Paramount has done
due to it having 12.5 million likes. The way in which the page gained so many likes are: the
amount of media images they use, a notes section with all important information in one
place and video uploads. One particular tactic (found in the image below) is that if the
image is liked, it will unlock a video clip. This is very intriguing and would make the user
want to like it for pure curiosity. The theme of the page fits with the feel of the film,
therefore having spooky images throughout.
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APPENDIX 2- Possible Facebook Posts
Fun Fact Friday: Tom Cruise performed the sequence where Ethan Hunt scales the
outside of the Burj Khalifa tower WITHOUT the use of a stunt double.
What's the craziest thing you've dared to try?
If you could ask the stars of Mission: Impossible Ghost Protocol a question on the red
carpet...what would it be?
Which Mission: Impossible Ghost Protocol character said this line: "That's it. Next
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time, I get to seduce the rich guy!"
The first 100 comments unlock an image of this famous face!
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APPENDIX 3- Possible Twitter Posts
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APPENDIX 4- Possible Blogger’s to Contact
2 Sentence Movie Reviews - http://eddiebearmovies.tumblr.com/
http://abbylovesfilm.tumblr.com/
http://jimmybrunner.tumblr.com/
http://wellthatsyouropinionman.tumblr.com/
http://smellslikehollywood.tumblr.com/
http://thegoodfilms.tumblr.com/
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APPENDIX 5- Cinema Questionnaire
Question 1
How old are you?
1. Under 16
2. 17-25
3. 25-35
4. 35 and above
Question 2
What gender are you
1. Male
2. Female
Question 3
Circle all the Social networking sites that you have noticed Mission Impossible on
1. Facebook
2. Twitter
3. Tumblr
4. YouTube
Question 4
Have you noticed Mission Impossible on any of these online magazines? Circle as many as
appropriate
1. Empire
2. Nuts
3. Heat online
Question 5
Who have you come to see the movie with today?
1. Alone
2. Family
3. Friend
4. Partner
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APPENDIX 6- Timeline
These new points are to be added to the previous timeline to include
the new tools and ideas being used.
Week 1
• Contact Bloggers & release Tumblr images.
• Create viral video
• Add "Notes" page to Facebook
Week 2
• Upload viral video to YouTube
• Post viral link to Facebook & Twitter pages
Week 3
• Contact selected cinemas about handing out the questionnaire
• Create questionnaire
End of Campaign
• Analyse questionnaire results to evaluate how successful social media has been within the campaign. (Measurement & Evaluation).