WHERE WOULD OUR CAMPAIGN BE PLACED IN THE MARKET AND

HOW EFFECTIVE WOULD IT BE?

PRODUCTION-MOSAIC FILMSWhy have we chosen them?-They are based in the London, this is good as we were filming here, for example in the West End, making it more cost effective for us.

-They have a focus on storytelling which suits the fact that we wanted to show a journey of persevering with the hardships to experience the rewards. This may also suit the fact that we want an enigma for our sophisticated audience to try to solve. An example of where Mosaic Films have focused on storytelling is in there animated series, ‘Tales From Around The World’.

Tales from around the world

-Mosaic Films have created work based on the creative industry before. An example of this is the Mosaic Films production, ‘The Big Push’ which was an animation created through several paintings on glass. It is about Herbert James Gunn’s painting ‘The Eve of the Battle of the Somme’ and John Glenday’s poem about the painting, ‘The Big Push’.

Mosaic Films have co-produced before.

Mosaic also are very experienced in producing documentaries. Some of the documentaries that they have produced are:- -Autism’s very Musical Children

-Hackney Life

-Undermining Justice

-Dekay’s Guide to Estates

They distribute to both cinemas and television which we found appealing as we wanted to distribute our film to an independent cinema, which we alter decided would be The Phoenix in London. The fact that they distribute to television as well however ensured we could keep our options open and maybe distribute our film to television at a later point, depending on several factors, the most crucial being the success of the film.

DISTRIBUTION-JOURNEYMAN PICTURES- They are independent

-They only have co-produced before 3 departments, one of them entirely dedicated to documentaries showing that they are experienced in creating them.

We also chose Journeyman Pictures as our distributer as they, like Mosaic Films, are based in London.

-They distribute factual content and are fighting against the fact that factual content is becoming less popular, meaning our product is likely to appeal to them as a documentary. This is even though our documentary is informative, through the words of the industry professionals, as oppose to factual, as we haven't incorperated statistics.

FUNDINGAfter considering getting funding from both the BFI and NESTA we decided that NESTA would be a better choice.

We decided upon NESTA, based on the fact that they are passionate about the arts, making them appeal to us. Due to our location and organisation we would be legible for NESTA to fund us, they would fund us any amount between £150,000 and £600,000.

The money that we received through funding would have been spent securing aspects in our research and planning and in our marketing.

I feel that one of the areas in research and planning which would have particularly benefitted from the funding would be locations.

This is due to the difficulty we had in arranging where we would interview Genesis. This is because we initially wanted to interview Genesis in the veranda area at King’s Cross, which is a public space which is under cover. Due to there being a live event in this location on the day of filming however, we had to film her interview in the outside seating area of Waitrose, nearby. We were very fortunate in having good weather and in Waitrose allowing us permission to film here, very last minute, when we spoke to the manger before the interview. Filming Genesis here however made the day run slightly less consistently and as planned we had the stressful situation of finding a new location to interview her very quickly. We also risked looking less professional to her. We also had to be extremely careful that the Waitrose logo wasn’t in any of our shots. Funding from NESTA could have helped us with solving the issues that we had with Genesis’ location through hiring another location in which we could film her interview.

The funding from NESTA would have also generally enhanced our research and planning process due to the fact that it would enable us to have more time with organising. This would have meant that there wasn’t so much pressure to get the music compositions by James Waymont altered so quickly. I also would have helped aspects such as arranging dates to film due to the fact that we would've had more opportunities in a longer timeframe.

The funding that we get from NESTA could also be used in our marketing as it will enable us to promote our products on a larger scale, for example through having film posters in more public places and having more of them.

PRIMARY AUDIENCE We will use below the line marketing to market to our

young digital native audience who are 18-25. Web 2.0 will be the main part of our marketing campaign, we will create social media pages for our product ‘Backstage’. We will update these with progress of the construction of the film to promote our product. We upload our ancillaries onto our social media sites to help to promote our product and we will use the poster for our profile, or display pictures on the social media sites. We would ask our interviewees if they could post on their social media accounts about our production, to promote our product further. This would therefore widen our audience as people who follow the interviewees are obviously a fan of them so therefore they will want to see a production with them in.

POSTER We would market using Web 2.0 and posting our

poster on social media to appeal to our primary audience who are in the low income bracket of E. For our pages on social network sites to initially gain recognition we would ensure every member of the production team and as many friends or family members of the team shared and posted about it.

For our secondary audience who are older and are in income bracket B we will advertise in a creative magazine. This also appeals to the fact that they are sophisticated. An example of a sophisticated creative magazine that our poster could appear in is ‘Lagom’ . Lagom centres around people making a living from their passions which will appeal to our secondary audience as this is what they have done. The fact that they are seeking self actualization in Maslow’s hierarchy of needs for our product also indicates that this magazine will appeal to them, as they are at a point in their life's where they are looking for conformation from products that they are in the right industry and have the right career.

Due to the fact that not all of our primary audience will be on Wed 2.0 and as it will be relatively hard or our pages on Web 2.0 to gain significant recognition, I feel it would be effective to have some posters in areas in which our primary audience will see them. I feel that the best places for this would be in art schools and creative universities around London, this is due to the fact that they are studying creative degrees.

RADIO Radio X, a radio station based in London

and Manchester which plays alternative music appealing to a niche audience, who our niche production is likely to appeal to.

Absolute Radio, this will appeal to our older secondary audience. It is Nationwide, our audience could potentially be widened due to this.

Practically, in the real world we wouldn’t market our short documentary using a radio advert. This is because its hard to portray visual medium through the medium of sound.

MOSAIC FILMS AND JOURNEYMAN PICTURES Our producers, Mosaic films, and our

distributers, Journeyman Pictures, haven't worked together before. I don’t feel like this would be an issue however due to the fact that they will both be doing roles they usually do, with Mosaic Films usually producing productions and Journeyman Pictures distributing them.

EXHIBITION PHOENIX CINEMA -Small independent cinema, show niche content like ours, appealing to a niche audience, also like ours.

- Have a ‘art live’ feature and show cinematic content so people who go there our product is likely to appeal to.

THEATRES-We thought screening in traditional looking theatres could appeal to our sophisticated audience, our secondary audience in particular due to the fact that they may find it nostalgic and as it may satisfy the fact that they seek self actualisation in Maslow's hierarchy of needs, as it will remind them of how far they have progressed in the industry.

FILM FESTIVALS Sundance film festival-high acclaimed festival, this is an important factor as because we are an independent we are heavily reliant on awards and festivals.

London Independent Film Festival-Based in the UK in London so the audience may be able to attend. It is likely to get a better response in London due to big theatre and creative industry and due to shots of London within our production.

AIDA Awareness IntrestDesireAction

AWARENESS We will create awareness of our product for

our audience through them hearing our radio advert on Absolute Radio and on Radio X. Our poster will also be seen, most likely by our secondary audience, in sophisticated creative magazines , for example LAGOM.

Our poster will also be used on Web 2.0 and social media and we will use these methods in general as they are free and as they will be the main way in which our product is made aware to our primary audience.

INTERESTAs I previously stated, we will update our social media sites, for example Twitter ,Facebook, Instagram and Snapchat with images and videos of the construction of our film and I feel this will be the main way in which our audience will be kept interested. I feel that we could have improved our poster by adding the web addresses or names of our pages. We could maybe even put a digital barcode linking to these pages, if possible, on our poster, this would mainly appeal to our primary audience of digital natives. I feel that this would increase the likelihood of people following or viewing the sites as it makes them far easier to find, it also means that we have incorporated interaction in our marketing, both on social media and to an even further extent through the barcode.

DESIRE I feel like desire is the main part in which we would

need to change. This is due to the fact that although our audience know where our production is being screened, at the Phoenix cinema in London, from our radio advert, they don’t know when. This is we say ‘now’ but this isn't very specific. I therefore feel that with not including a release date on our poster we have prohibited our success to a relatively large degree, this is especially as the poster would be our icon or profile picture on social media. I feel that as well as putting the release date on the poster we should frequently put it at the end of posts on social media and maybe even incorporate it in a hashtag. This is as I feel ,once again, repetition would lead to it being memorable.

ACTIONThe audience taking action would be them knowing when and where they can access our product. I feel that this is why it is especially important that on social media and on our poster there is a clear release date of our production. Having a release date as oppose to just saying ‘now’ also can create a sense of anticipation, creating a build up, making our audience want to see our production more when it is released. This means that when the production actually is released out audience may feel a sense of urgency to see it.

CERTIFICATE

Although our primary audience are the youngest within our target audience and they are aged 18-25, I feel that our decision to make our production of the U certification was correct. I feel that this was the right decision due to the fact that in our production there is no strong language and as our subject matter is not hard hitting.