ugly person with a cause mktg plan

Ug ly PersonW i th

a Cause

A MARKETING PLAN BY:DANIELLE LUCHETTA

FTV 419-01MAY 2014

100% NATURAL UGLY SINCE BIRTH

A MARKETING PLAN BY:DANIELLE LUCHETTA

FTV 419-01MAY 2014

Ug ly Person W i th a Cause

TABLE OF CONTENTS

4

5

6-7

8-9

10

PHASE I: FILM OVERVIEW EXECUTIVE SUMMARY

SYNOPSIS AND POSITIONING STATEMENT

TARGET AUDIENCE

MARKETING OPPORTUNITIES AND OBSTACLES

THE BIG IDEA

PHASE II: FILM FESTIVAL STRATEGY FESTIVAL STRATEGY

FESTIVAL KIT

STILL PHOTOGRAPHY

CAST / CREW BIOS

FESTIVAL MARKETING

PHASE III: B-2-B STRATEGYDISTRIBUTION STRATEGY

DISTRIBUTION MATERIALS

SCREENINGS

RESEARCH

TARGET DISTRIBUTORS

12-13

14-16

17

18

19-20

22

22

23

23

24

26-27

28-31

32-33

34-35

36-37

38-39

40-41

PHASE IV: Consumer StrategyOVERALL STRATEGY

CREATIVE ADVERTISING

MEDIA STRATEGY

MARKET RESEARCH

PUBLICITY STRATEGY

PROMOTIONS STRATEGY

INTERNET MARKETING STRATEGY

PHASE IFILM OVERVIEW

EXECUTIVE SUMMARY

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Every person has the power to make a difference. No matter how small or large an issue may be, it is important to stand up and fight for what you believe in. Ugly Person With a Cause is a dramatic come-dy that inspires and empowers its target audience to take action. This film’s main character, Charlotte, is an everyday woman whose main goal in life is to be heard and she will stop at no one’s expense in order ot achieve this goal.

This empowering storyline calls for an equally uplifting marketing campaign. Throughout the film major themes including women empowerment, the power of the individual, and the mother-daughter rela-tionship are addressed. This campaign is centered on these themes and is incorporated into the overall key message. Ugly Person With a Cause’s marketing acts as a call to action for audience members throughout the nation to not only take a stand on what they believe in but also make a difference in the world. Through interactive events, social media competitions, and inspiring imagery, this campaign directly engages all types of audiences.

SYNOPSIS

POSITIONING STATEMENT

GENRE: DRAMEDYANTICIPATED RATING:PG-13Charlotte Foster, a Hollywood character actress, just

wants to be hated. As an actress who has an…interesting face, she is perfectly content with play-ing the villain in film roles. Actually, she thrives off of playing these dynamic “ugly” roles. However to her dismay, Hollywood is starting to move in a different direction when casting for these roles. Charlotte reaches her breaking point when she finds out her coveted role of the ugly witch is given to a “sexy” actress. Charlotte soon discovers that the only way to be heard in this industry is to take action in her own hands and go on protest.

Written and Directed by Michael Dukas, “Ugly Person with a Cause” is a hilarious comedy following Char-lotte Foster, a character actress who proves to Holly-wood that she has the power to make a difference.

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TAGLINE:“100% NATURAL UGLY SINCE BIRTH”This tagline emphasizes the overall confidence of the campaign and the importance of being confident in your own skin. In addition this tagline stands out amongst the clutter of Hollywood ad-vertisements which center on the typical “pretty” messages.

TARGET AUDIENCES

PRIMARY FEMALES 15-24, come from middle to upper-class families, college edu-cated, single, live in large cities, actresses, music performers, work in enter-tainment industry, enjoy the “Hollywood” lifestyle, spends large amount of time online, early adopter

FEMALES 35-54, middle to upper-class income levels, mothers of col-lege-age females, college educated, married, enjoy the entertainment industry, supports their children in succeeding in their career, enjoys watching films, late majority

SECONDARY

TERTIARY

MALES/FEMALES 16-35, middle to upper-class, single, college educated, entering into entertainment industry, enjoy films, spends a large amount of time online, early majority

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PRIMARY SECONDARY TERTIARY

TARGET AUDIENCES Continued

MISS INDEPENDENT, 22Miss Independent is a recent female, college graduate from Chap-man University. She was a screen acting major and is currently in the casting process for short films. Similar to Charlotte, Miss Independent is getting frustrated with Hollywood’s horrible casting process. She would be interested in watching Ugly Person With a Cause in the theater with her friends.

HOLLYWOOD ASST., 27Hollywood Asst. is a male, college graduate who now works as an assistant at CAA. He understands how hard it is to get and keep a job in Hollywood. Hollywood assistant is a film lover and enjoys watching a dynamic film on the weekends. He would be interested in watching Ugly Person With a Cause online in the form of video on demand.

STAGE MOM, 49Stage Mom is a mother of an 18-year-old female. Her daughter is an aspir-ing actress whose goal is to make it big time in Hollywood. Stage Mom supports her daughter but since she is not in film her-self, at times she does not understand the ups and downs her daughter goes through. She would be in-terested in watching Ugly Person With a Cause in the theater with her daughter.

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MARKETING Opportunities

STORYLINE

NICHE GENRE

CHARACTER DEVELOPMENT

The storyline follows the common “zero to hero” story but has a twist on the hero aspect. It is easy to explain and audience members will immediately sympathize with Charlotte as almost everyone has faced rejection at one point in their life.

Dramedy is a niche genre with a unique audience fol-lowing who will enjoy the original storyline.

Throughout the film, Charlotte develops as an actress, daughter, an individual. This development is easy to re-late to and will attract both the primary and secondary audiences.

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Young females will be driven to the story because of its comedic feel and women empowerment storyline.

Many people are drawn to the world of Hollywood and anything relating to the industry. Hollywood Appeal

Avid Target Audience

MARKETING OBSTACLES

LANGUAGE

UNRESOLVED ENDING

LENGTHY FILM TITLE

LACK OF MUSIC

UNATTRACTIVE CHARACTER

Besides the beginning when Charlotte sings during her protest, there is virtually no musical elements to the film. This may be a challenge as a marketer because audi-ence members easily relate to music and sound.

Foul language in a film can be hard to overcome as a marketer. This may make certain audiences feel un-comfortable or uneasy.

At the end although Charlotte gets what she ultimately wants, she does not feel fulfilled. The audience may or may not react negatively to this not so picture perfect “happy” ending.

Ugly Person With a Cause is a long film title and may be hard for audiences to remember.

Although the film resolves around an “ugly” person, as a marketer, this makes it harder to market the film to a society that is largely centered around image.

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10

THE BIG IDEA

YOU HAVE THE POWER TO MAKE A DIFFERENCE

PHASE II FILM FESTIVAL STRATEGY

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FESTIVAL STRATEGY

Ugly Person With a Cause is a film that is both hilarious and realistic. Its relatable storyline appeals to audiences of all forms and because of this, the film will thrive in the festival setting. The purpose of submitting Ugly Person With a Cause to film festivals is to build recognition and word of mouth marketing before its release date. Below is an overview of four film festivals that would be ideal for Ugly Person With a Cause to screen at.

SLAMDANCE FILM FESTIVALPark City, Utah | January 17th - 23rd, 2014

Slamdance Film Festival occurs during the weeks of Sundance Film Festival. Originally the festival began by filmmakers who were not accepted into Sundance. Today, this festival is known for showcasing innovative, raw, talented films that get audiences talking. It is known throughout the world and generates large crowds every year. This would be the perfect film festival to kick start Ugly Person With a Cause as it has a very similar target audience as the film. The category that this movie will be submitted to is Narrative Shorts.

LA Shorts Fest is one of the largest short film festivals in the world. This festival recognizes films that take a unique storytelling approach. LA Shorts Fest screens on average about 250 short films throughout the week-long festival. This festival is recognized throughout the world as a top shorts festival and is accredited by the Academy of Mo-tion Picture Arts and Sciences. LA Shorts Fest has a large viewer base and is the perfect festival to get audiences talking about your film.

LA ShORTs FESTlos angeles, Ca | July 24th - 31st, 2014

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FESTIVAL STRATEGY Continued

Holly shorts Film festivalhollywood, Ca | august 14th - 23rd, 2014

Holly Shorts Film Festival is similar to LA Shorts Fest. After gaining rapport at LA Shorts Fest it would be wise to contin-ue gaining momentum and screening at another festival that specializes in short films. As Hollywood is at the center of entertainment, this would be the ideal festival to screen Ugly Person With a Cause during the late summer months. Holly Shorts is well respected throughout the world and influential industry members tend to make appearances at screenings. Overall this would be a great festival to submit the Ugly Person With a Cause to.

This film festival prides itself in finding the best indepen-dent films of the year. Each year independent film makers around the world who are looking to get their foot in the door submit their film to Trindie Film Festival. Nicknamed the “trendy” festival, audiences are generally younger and enjoy comedy films. Ugly Person With a Cause would be the ideal film for this festival and screening it during this time slot would gain the perfect word of mouth buzz before its platform release scheduled for the end of October.

Trindie FILM FESTIVAL TRINIDAD, CO | SEPTEMBER 18TH - 21ST, 2014

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FESTIVAL kit


Ug l y Person

W i t h

a Cause

ONE SHEET / KEY ART

Ug l y Person W i th a Cause

Branded Film Flyer

Ug ly Person W i t h a C a u s e


Trailer dvd Cover


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FESTIVAL kit ContinuedFilmmakers’ Business Card

Marketing Business Card





Jef f Dunant Producer | Ugly Person With a Cause

[email protected]

Cell: 949.552.1872

Dan ie l l e Luche t ta Dir. of MKTG | Ugly Person With a Cause

[email protected]

Cell: 949.246.1873

FESTIVAL kit Continued

Pitch letter Press release

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STILL Photography

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cast / crew bios

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ASHLEY CAIN | Charlotte Foster

SHARON ROSNER| Mrs. Foster

JOHN BADER| Larry Duncan

ASHLEY MORRISON| Erica Walsh

JEFF DUNANT| Producer

MICHAEL DUKAS| Director/Writer

Michael Dukas is a senior at Chapman University. He is currently studying directing and is aspiring to become a Hollywood di-rector in the near future. This film is his senior thesis and he not only directed it but also wrote the original screenplay.

Jeff Dunant is a senior at Chapman Uni-versity. He is currently studying creative producing and has worked on many senior projects. Dunant is aspirign to be a produc-er in Hollywood and is thankful for his overall experiecne as a student. Looking back on the situation, Dunant is exactly where he needs to be to succeed in this industry.

Ashley Morrison is an aspiring actress looking to make it big time in Hollywod. She was born on May 4, 1987 in New Field, Texas. Morrison grew up in a small town and en-joyed theater while she was in school. After moving to Hollywood to pursue her dreams, Morrison is now happy with where she is at career wise.

Ashley Cain was born on October 8, 1986 in Farmington, New Mexico, USA. She is known for her work on The Angle (2009), To the Wonder (2012) and The Gray Man (2007). This film is her first film where is the lead actress. Cain is thankful for this opportunity and is looking forward to more lead roles in the near future.

New York-born Sharon Rosner has been entertaining and helping people her whole life. Now she’s brought her energy and talents to Greece. She is started in a multitude of films and star performances. Rosner is no rookie in this industry and is glad to have such a dynamic role in this film.

John Bader is a New York based actor who is known for playing the tough guy. He does not take any roles that he is not passion-ate about. Bader instantly saw potential in this film and jumped on the opportunity to have a role in it. Bader hopes to retire in the near future and move to a beach town in California.

FESTIVAL Marketing

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Mixer and Q&A Session

Guerrilla Marketing

At each of the film festivals, Ugly Person With a Cause will host a question and answer session directly following the opening screening of the film. At this session, the filmmakers, cast and crew will come onto the stage and talk about their experience in making this film and then it will be open to questions and answers from the audi-ence members.

This will allow the audience to interact with the talent behind the film and learn more about Ugly Person With a Cause. After the Q&A session, a mixer/after-party will then be held for key industry members, distribution com-panies and other festival attendees. This will allow the filmmakers to interact with people who may be interested in buying the rights to distribute the film.

At every screening of Ugly Person With a Cause, the actress who plays Charlotte Foster will be standing outside of the theater acting as if she was “on protest.” This actress will chain herself to that specific theater and will be holding signs up that are used in the actual film. While she is doing this the producer, Jeff Dunant will be hand-ing out the festival postcards to festival attendees. This will gain awareness of the film and will help in getting the attendees to come and view Ugly Person With a Cause.

FESTIVAL Marketing CONTINUED

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Promotional Items

When people attend festivals one of the first thing they do is find out where the free items are. Festivals, espe-cially larger ones like Sundance Film Festival, offer festival attendees a wide arrange of promotional items. For example the badge you receive at Sundance often gets you access to countless free food and swag. Because of this appeal to free items it is important that Ugly Person With a Cause has promotional items that will attract the attention of audience members while also making them talk about the film.

With this being said at every opening night screening of Ugly Person With a Cause there will be goodie bags filled with items that the film has a promotional contract with. These items include mini Dove body washes, Garnier Fructis mini shampoos, mini AXE body sprays, Monster energy drinks and more. These items will also have labels that use the Ugly Person With a Cause logo. When the festival members use these products they will subconsciously be thinking about the film and when they saw it at that specific film festival. The goal of this promotional strategy is to leave a lasting impression on the audience. Below is an example of what the goodie bags will look like.


PHASE III B-2-B STRATEGY

Distribution Strategy

Distribution Materials

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The distribution strategy for any film is crucial to the overall success of the movie. With independent films similar to Ugly Person With a Cause it is important to find a distribution company with a similar feel as the film Before targeting these specific distributors it is important for this project to hire a sales agent with prior knowledge of the industry and of inde-pendent films. It would be beneficial to hire someone who understands dramedies as well as this is a niche genre.

Finding the right distributor is key to the success of Ugly Person With a Cause. By hiring a sales agent, the team finishing the film will be able to collaborate with the agent and find the best possible to sell the film. Overall our teams goal is to market this movie as a hilarious comedy that is relatable to audiences. Find the right distributor that will give Barry the proper debut that it deserves to the greater public.

Flash Drive Press Kit : Press ReleaseCast / Crew BiosWebsite LinkKey Art / One-SheetPromo Materials (Sent separately) Exclusive Newspaper / Online reveiwsAwards Brag Sheet Link to Full Feature Film

Representatives of each distribution company will be con-tacted and set a flash drive press kit as well as a promo-tional goodie bag. In addition to having access to the full length movie, they will also be invited to attend a screening near their home. Distributors want to see that the film is mar-ketable so having all of the graphics and promotional items will help to show them the versatility of the film.


Screenings

Research

In order to see how the film plays in front of an audience, specifical-ly the target audience, it is important to have preview screenings before the official release date. These screenings will occur at major colleges across the nation and special screenings will occur for young actors, actresses and Hollywood industry members.

These individuals can easily relate to Ugly Person With a Cause and their reactions to the film will show the filmmakers and marketing team what areas to focus more heavily on.

Tentative screenings:Los Angeles, CA - 20 Dallas, TX - 10New York, NY - 15 San Francisco, CA - 10Denver, CO - 5 Seattle, WA - 5Chicago, IL - 10 Memphis, TN - 5

After each of these screenings an exit survey will occur. This survey will ask for demographic as well as psycho-graphic information of the audience member. In addition there will be specific questions that relate to different elements of the film. For example it will ask how satisfied they were with the beginning, middle and end of the film, the acting in the film, the character development and more. This will help the marketing team see what areas of the film worked and which areas did not work. Conducting research before the release of a film is very important in this industry and can help make the release of Ugly Person With a Cause that more successful. These surveys will also have a comment box where the audience member can write any suggestions they may have for the film. All of the surveys will then be compiled on an MS Excel spreadsheet and will be analyzed by the film’s market research team.

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Target Distributors

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FOX SEARCHLIGHTFox Searchlight is an American distribution company that is an entity of 20th Century Fox. Created in 1994, Fox Searchlight has successfully distributed many indepen-dent films including The Way Way Back and The Spectac-ular Now. Both of these films focus on the realistic ele-ments of the storyline as well as humor. In addition they both did very well premiering at Sundance Film Festival. This would be an ideal distribution company for Ugly Per-son With a Cause as it knows how to get this type of film out in theaters across the United States.

The Weinstein Company The Weinstein Company is an American film studio and distribution company. It was founded by Bob and Harvey Weinstein in 2005. This took place after the two brothers cut ties with their previous employers Miramax Films. This company pride itself in releasing movies that differentiate themselves from the competitive landscape. Because of this The Weinstein Company does not specialize in one particular genre. Ugly Person With a Cause would suc-ceed greatly if a company like The Weinstein Company distributed the film.

PHASE IV CONSUMER STRATEGY

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Overall Strategy Platform Release Strategy Ugly Person With a Cause will be using an six week platform release strategy and will transition to a wide release strategy during week four. Comedies like this film generally do best in large cities with middle class citizens which is why the specific cities were chosen below. The film will begin in four major cities and then will slowly continue to grow as it reaches the end of the platform release schedule. These cities are metropolitan cities where careers in entertainment will generally exist. This will reach the largest portion of the target audience and will help to move along the success of the film.

Week 1September 19

Los Angeles - 2 TheaterNew York - 2 TheaterAustin - 2 TheaterChicago - 2 Theater

Los Angles - 6 TheatersNew York - 6 TheatersAustin - 6 Theaters Chicago - 6 TheatersSan Francisco - 2 TheatersBoston - 2 TheatersDenver - 2 Theaters

Los Angeles - 10 TheatersNew York - 10 TheatersAustin - 10 Theaters Chicago - 10 Theaters San Francisco - 6 TheatersBoston - 6 Theaters Denver - 6 Theaters Seattle - 2 Theaters Portland - 2 Theaters Atlanta - 2 Theaters Philadelphia - 2 Theaters Nashville - 2 Theaters

Week 2September 26

Week 3October 3

Week 4October 10

Week 5October 17

Week 6October 24

WIDE900 Theaters Nationally

WIDE1,500 Theaters Nationally

WIDE2,000 Theaters Nationally

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Overall Strategy Continued

Release Date

Jo in The Movement Oc tober 24 , 2014

WEEK Prior:

Week After:

Dracula Untold - HorrorThe Book Of Life - Romance The Best of Me - Drama Birdman - Comedy Kill the Messenger - Drama

The Friday before Halloween is the perfect release date for Ugly Person With a Cause because it ties in with the Halloween/witch theme with-out being too over the top. Also after looking at the competitive envi-ronment this is the ideal weekend because there are very few come-dies released the week prior, the week of and the week after October 24, 2014.

The week of October 24, Paranormal Activity 5 is also released. This is slightly problematic since the previous four movies have been a suc-cess but it should not be too much of an issue since that movie attracts a different audience than Ugly Person With a Cause. Also released that week is Ouija (adventure), The Secret Service (action), and St. Vincent (drama).

Interstellar - Sci FiBig Hero 6 - Action Theory of Everything - Drama

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Creative Advertising

Creative Strategy

Big Idea

Tagline

Materials List 30 Second TV Spot Bus Shelter Ads 15 Second TV Spot In theater Poster 1 Minute Trailer In Theater Standees Newspaper Ads In Theater Popcorn Bags Billboard Ads In Theater Cups Taxi Ads Movie JacketsBuilding Side Ads Radio Spots Bus Side Ads

Every person has the power to make a difference. No matter how small or how large an issue may be, you have the pow-er to make an improvement. This is the underlying theme of the creative materials for Ugly Person With a Cause. There will be traditional TV and Radio spots, as well as a trailer that leaves audience members wanting to make a difference. Each element places a large emphasis on the green fist of the witch. This represents the power to make a difference. Through newspaper ads, in theater placement and ads placed outside in cities throughout the country, Ugly Person With a Cause creative advertising will leave audiences feeling empowered.

You have the power to make a difference.

100% Natural Ugly Since Birth

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Creative Advertising Continued

One-Sheet

BUS SIDE

Ug l y Person

W i t h

a Cause


FOX SEARCHLIGHT PRESENTS UGLY PERSON WITH A CAUSE DIRECTED BY MICHAEL DUKAS PRODUCED BY JEFF DUNANT STARING ASHELY CAIN


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Billboard

Movie Jacket CUP & Popcorn Bags


OCTOBER 24, 2014


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TV Concept

Radio concept

There will be two different types of television ads, a 15 second television spot and a 30 second television spot. Each spot will be a condensed version of the trailer which is a minute long. The trailer starts off with the word UGLY. Af-ter this word there are flashes of stills taken from the film. Then another screen comes up with the word CAUSE. This pattern continues until it reaches the end of the title. The trailer ends with the statement, “Join the Movement” and the films release date. The music that goes along with the trailer is Pretty Hurts by Beyonce. This ties into the tagline of the film and how Hollywood has made a large effort to convince young women that they need to change their appear-ance in order to be accepted in society.

Similar to the television spots, the radio spot will have the background music of Beyonce’s song, Pretty Hurts. In between parts of the song will be voice overs of the main character, Charlotte Foster, saying powerful statements that she said in the film These spots will be played on KISS FM and similar channels that have younger audiences as viewers. They will be played nationwide and more heavily the week leading up to the films release date. Identical to the television spots, the radio spot will end with a voice over saying “Join the Movement, Ugly Person With a Cause comes to a theater near you on October 24, 2014.”

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Media strategy Media OVERVIEW BILLBOARDS - The above billboard design will be placed in major cities throughout the United States starting the last week of August. These cities include Los Angeles, New York, Austin, Seattle, Denver and Chicago. All of these cities are metropolitan cities that have some form of entertainment present. This will help to increase word of mouth marketing throughout high concentrated areas.

TELEVISION -On the following page is a list of all major shows that will air the television spots. These spots will begin during the month of August and will slowly start to increase as it gets closer to October 24, 2014. A larger focus on the female audience will be made with media placement on television.

Video On Demand - The 15 second television spots will also be played as commercials on video on demand outlets. These outlets include Netflix, Hulu, and Youtube.

RADIO - Similar to television ads, radio ads will begin during the month of August. These will be on local and national radio stations throughout the United States.

PRINT - Magazine and newspaper ads will be placed in major trades starting the first week of September. These trades include The New York Times, The Los Angeles Times, Elle Magazine, Cosmopolitan Magazine, Vogue Magazine, GQ and more.

ONLINE - There will be extensive Online media placement. Sites where banner ads will be placed include Google, Facebook, Twitter, Yahoo and more.

MEDIA Budget:Television - 40% Radio - 5%Online - 30% Misc. - 5%Outdoor - 20%

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Media strategy Continued

Media Selection

Broad Female Male

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Market research

Market Research Overview Market research is a crucial part of making any film. Re-gardless of the genre, content or length, market research is necessary and should be conducted both before the film is released and after it is released. In regards to Ugly Person With a Cause, extensive market research will be conducted in the following ways: test screenings, exit surveys, tracking trailer reactions, concept testing and advertising testing.

Test Screenings and Exit SurveysTest screenings will occur throughout the United States. At these screenings, surveys will be handed out after the film is done screening. These surveys will touch on topics including how they liked the beginning, middle and end of the film. In addition there will be a focus group session held after the film where audience members are able to voice their opinions to certain filmmakers. Results will be recorded, analyzed and used when releasing the film.

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Market research Continued Tracking Tracking will take place one month before the film is released. This will also occur after the film is released. This will help us gain knowledge on whether or not the target audience is familiar with Ugly Person With a Cause. It is especially important to conduct tracking before a film is re-leased because if the target audience does not have high awareness then the marketing team can increase the media placements.

Advertising testing Advertising tests will be done to see if the target audience is looking at the advertising both Online and outdoor. It is easier to ignore advertise-ments than it is to take the time to actually look at them and soak in the information. One easy way to measure Online advertising is by using Google analytics and Facebook analytics. These programs help to see how many were reached and if they took the time to click on the link.

Trailer Reactions The trailer will be pre-released to a number of people throughout the country. They will then be asked to record their reaction and thoughts after viewing the trailer. This will be beneficial because the filmmakers will learn early on if they need to change any part of the trailer before putting it on air.

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Publicity strategy continued Publicity Strategy Overview

Sample Pitch Letter

Pitch lettertelevision appearancesradio interviewsmagazine articles Online articlespublicity events

Publicity Materials

In order to gain the most exposure as possible press kits will be messen-gered out to major talk shows, radio shows, magazines and newspaper outlets. Furthermore, various publicity stunts will take place throughout the country to increase awareness among the target audience. Public appearances and a press junk will also occur.

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Publicity strategy continued Publicity Activities

Press Junket

Publicity Stunts

Publicity Appearance

Aside from the various social media contests, promotional activities, screening programs and festivals that Ugly Person With a Cause are submitted to, this film will also have comprehensive publicity events (see below).

The lead actress as well as director and producer are planned to make a number of publicity appearances. These appearances range from talk shows like The Ellen Show to Jimmy Kimmel’s show. AT these celebrity appear-ances, the stars will be promoting the movie as well as gaining exposure to the target audience. There will also be appearances on national and local radio stations for example KFROG and KISS FM.

Ugly Person With a Cause has a great cast that is perfect to talk to the press. They are energetic and young which is what press love. A press junket will take place two weeks before the films release. At this junket newspaper outlets, magazine outlets, and broadcasting outlets will be present. The junket will be held at the Four Seasons in Beverly Hills. Refreshments will be provided throughout the day.

The major publicity event that will take place is the protest stunt. This stunt will occur In Hollywood, California where all ac-tors/actresses who have played a villain role are encouraged to participate. These hated characters will go on a march throughout the neighborhood of Hollywood protesting as if they were Charlotte in Ugly Person With a Cause. In addition, fa-mous witches will be in attendance. This stunt’s goal is to gain positive press before the films release. At this protest, the film’s partners will also be there passing out free goodie bags with promotional items inside. These goodie bags will also have the movies information on it as well as an informational packet with the synopsis, tagline and more.

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Promotions strategy Overview of Promotional Strategy

Regional Partners

Field Activities

National Partners

Ugly Person With a Cause is a very simplistic film. It does not have many products in the movie nor does it have references to products. With that being said coming up with the promotional partnerships was a definite challenge. After finding ways to incorporate the color green and empowerment, the below is a summary of the various promotional strategies for the film.

On a regional level, Ugly Person With a Cause is going to team up with local acting class, organizations and guilds. This partnership will allow the film to have access to the core of its target audience. All associates of this partner-ship will be able to have access to screenings of the film.

On a national level, Ugly Person With a Cause is teaming up with brands that embrace the best possible version of yourself. These brands include Axe Body Spray, Garneir Fructis, Dove, and Monster. Neither of these brands make the customer feel like they have to change in order to belong. This is the underlying point of the film and it is cohsive with the lasting message.

The Hollywood protest that was conducted at the film festivals and publicity stunt is going to be reinacted across college campuses throughout the United States. After these protests occur special screenings will then take place for college students. After the screening oc-curs, exit surveys will take place and the students are then encouraged to tweet, Facebok, etc. about it.

USC UCLA Berkley StanfordHarvard Yale UT Penn StateASU Brown Oregon State Chapman

Select Colleges

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Promotions strategy continued AXE Body Spray

Dove Body WAsh

Garnier Fructis shampoo and Conditioner

Monster Original

Axe Body Spray will attract the male audiences to the film. Also with its green packaging it follows Ugly Person With a Cause’s overall color scheme.

Similar to Dove, Fructis stands for natural and healthy. This brand not only follows the same color scheme but also reaches out to the same target au-dience as the film does.

Dove is all about natural beauty. Although this film focuses on “ugly” natural beauty is fighting the same fight. It would wise for both companies to team up and create a partnership.

The last partnership is with Monster. This drink is all about releasing your wild-est thoughts and pursuing them. This drink is exaclty what protesters will need during the publicity stunt.

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Internet Marketing strategy

Overview of Internet Strategy

Online advertising



OCTOBER 24, 2014

The banner ads to the left are the main forms of Online advertise-ments for Ugly Person With a Cause. These ads will be strategically placed on the below websites. This will help to gain awareness and recognition among target audiences. The websites below were chosen because they are the sites that young adults visit on a daily basis.

facebook.com elitedaily.com youtube.comtwitter.com buzzfeed.com people.comgmail.com netflix.com pandora.comyahoo.com hulu.comgoogle.com linkedin.comapple.com tumblr.com

With a target audience that is technologically savvy, it is important to have a strong Internet marketing strategy. Each and every day more and more users join the world wide web. With this fast past, growing industry social media can now be used for many different reasons and on many different platforms. This strategy focuses heavily on the Online advertising options available as well as the social media component.

The platforms that Ugly Person With a Causes is currently on include: Facebook, Instagram, Twitter, and Pinterest. In addition the film has its own website where potential distributors can visit the page and learn more about the film.

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Social Media Marketing

Internet Marketing strategy Continued

In addition to Ugly Person With a Cause actively participating on social media, it is also important for the film to engage its fans. Social media is a powerful tool and if used correctly can be the binding factor between a storyline and the audience members. In order to establish this trusting relationship early on, Ugly Person With a Cause is hosting a multi-platform social media competition.

Starting the month of August, audiences are encourage to share their story of standing up for what they believe in. These stores can be submitted through Twitter, Facebook or Instagram. Creativity is the deciding factor of the winner. With that being said anywhere from a picture to a poem to a song flies. The entry with the most likes, retweets, or shares receives a weekend get-a-way trip to Hollywood. The top 100 winners receive free promotional goodie bags from Ugly Person With a Cause’s partners. This competition is a great way to get people excited about the film and wanting to go to the theater and see it.

Online Publicity The last component of Ugly Person With a Cause’s Internet marketing strategy is Online publicity. This includes interviews with cast, crew and filmmakers, questionnaires, and Online articles. The below is a list of sites that would best fit the target audience of the film. These sites will be pitched to and will hopefully have articles, teasers, and photos about the film Online. This is strategically done and does not cost money.

wired.com maxim.com losangelestimes.com mensfitness.com esquire.com usweekly.comwomensfitness.com vogue.com youtube.comwomenshealth.com menshealth.com instyle.comelle.com reddit.com marieclaire.com cosmopolitan.com newyorktimes.com gq.com

A SPECIAL THANK YOU TO:JIM FREDRICKDAVID KO

JEFF DUNANT MY MOM & DAD

WITHOUT YOU, THIS PLAN WOULD NOT HAVE BEEN POSSIBLE!

A MARKETING PLAY BY: DANIELLE LUCHETTA

ugly person with a cause mktg plan

Documents

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