HELLOMY NAME ISABIGAIL

marketing plan by Molly Hersh

May 8, 2012FTV-419

OVERVIEWPHASE ONE:

INDEX

PHASE ONE 5 EXECUTIVE SUMMARY 7 OVERVIEW 8TARGET MARKETS 9 OBSTACLES 10OPPURTUNITES 11BIG IDEA 12

PHASE TWO 15FESTIVAL STRATEGY 16FESTIVAL KIT 18FESTIVAL MARKETING 20

PHASE THREE 23DISTRIBUTION STRATEGY 24TARGET DISTRUBUTORS 25DISTRIBUTION TACTICS 26

PHASE FOUR 29RELEASE STRATEGY 30MEDIA STRATEGY 31CYCLE ONE 32CYLCE TWO 34CYCLE THREE 36PROMOTIONS 38PUBLICITY 39MEDIA PLAN 40BUDGET 42THANK YOU 43

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EXECUTIVE SUMMARY

PHASE FOUR 29RELEASE STRATEGY 30MEDIA STRATEGY 31CYCLE ONE 32CYLCE TWO 34CYCLE THREE 36PROMOTIONS 38PUBLICITY 39MEDIA PLAN 40BUDGET 42THANK YOU 43

Not everyone is cute. Not everyone likes to dance, hula hoop, and sing. But sometimes that’s okay.

Hello, My Name is Abigail tells the story of the acerbic 13-year-old orphan who has over time come to believe she will never be adopted by a loving family.

Despite the somber subject matter, this film is uplifting, humorous, and quirky. All of this is brought to life through the marketing.

Each execution, whether a trailer, fundraiser, or nametag will create a relationship with the consumer. By dividing the strategy into three cycles, each cycle will work to generate positive word of mouth, which serves as the driving force behind the film. But let’s be honest, who wouldn’t fall in love with Hello, My Name is Abigail?

You’ll laugh, you’ll cry, and maybe eat a cupcake. Enjoy.

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genre positioning synopsis tagline ratingOVERVIEW

Much like getting a new car, a new television, or a new accountant, picking an orphan to adopt can take some shopping around. Set at an adoption party where the atmosphere is as awkward as a middle school dance, Hello, My Name is Abigail explores the bitter disappointment of waiting to be adopted through the eyes and mind of 13 year old Abigail. Once again enduring streamers, cupcakes and karaoke, Abigail can’t seem to impress the window shopping parents, especially with the competition from the cute hula hooping orphans, who Abigial claims will grow up to be strippers. However, at this particular adoption party, Abigail finds that she may be exactly what one parent is looking for, as long as she lets her guard down.

Forced to attend yet another adoption party, jaded orphan, Abigail doesn’t exactly fit the qualifications for most couples’ future child. At 13, and with an extremely sharp tongue, Abigail is convinced she’ll spend the rest of her life as an orphan, rotting like the old cans of pineapple on the back of the shelf at the grocery store. However, at this adoption party, Abigail is approached by Jade, an embalmer, who is unlike the other potential parents. When Jade shows interest in adopting Abigail over the cute, hula hooping children that quickly get scooped up by loving families, Abigail must put her guard down, and admit to Jade that she does in fact want to be part of a family.

GENRE

TAGLINE

ANTICIPATED RATING

POSITIONING STATEMENT

SYNOPSIS

Quirky Black Comedy

How long have you been waiting?

PG-13

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TARGET MARKETSPRIMARY SECONDARY

TERTIARY

WOMEN, AGES 25-45

With a nearly all female cast, adult women are most likely to relate to Hello, My Name is Abigail. While the lead character, Abigail, is only 13, the themes are aimed at a more mature audience. The heartwarming end and maternal tones will also help tap into this market.

WOMEN, AGES 18-24; MEN AND WOMEN, AGES 35-53

While this market doesn’t relate as directly to the themes, the humor and quirkiness of this film will attract women both younger and older. While the younger women are likely to go see it with their friends, older men are also important to reach out to, as many will be accomanying women to the movie.

PARENTS OF ADOPTED CHILDRENPEOPLE WHO WERE ADOPTEDADULTS LOOKING TO ADOPT“QUIRKY” PEOPLE

A large part of the population has had some experience with adoption in their family, and will therefore feel especially connected to this film. In addition, people who have a quirky or dark sense of humor will be attracted to Hello, My Name is Abigail.

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OBSTACLESLike with most student films, the cast and crew of the film are unknown. Due to this lack of starpower, the marketing plan will focus on the story, rather than the cast.

While many people have in someway interacted with adoption, there is also a large population who have not. It is even more rare that an audience member has participated in an adoption party, which could isolate many people. Therefore the marketing campaign will focus more on the themes and character development than the adoption aspect.

While a heartwarming story, when it comes down to it, Hello, My Name is Abigail is a comedy about a child who has been waiting and waiting to be adopted, a subject which could be considered controversial. In the marketing plan, this will be introduced tastefully while still keeping true to the film.

CAST AND CREW

DARK COMEDY

ISOLATION OF ADOPTION

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OPPORTUNITIESBoth Abigail and Jade are not exactly what you would expect from neither an orphan nor parent. Abigail isn’t the type to hula hoop or tap dance for attention, which could have hurt her chances of adoption. Jade, on the other hand, also refuses to conform to the traditional family model. She explains to Abigail that even though she’s getting older and doesn’t have a husband, she can still be a parent. The audience will respect and relate to these characters for their choosing to do things their own way.

Everybody roots for the underdog, and this film features a huge one: Abigail. Af 13 years old, Abigail has been waiting for years to be adopted, forced to believe that her lack of caring parents was somehow her fault. People relate to an underdog, and will be pleased to see that after waiting and becoming bitter, Abigail can shed her rough exterior and spend the rest of her life happy with Jade.

The heartwarming ending of Hello, My Name is Abigail is one of the strengths of the film. Viewers will walk away from the film feeling good, which can be an important element in generating buzz. No matter if the audience relates to the quirkiness of the film or not, the fact that Jade and Abigail end up happily ever after will resonate with anyone who has a heart.

Adoption is a very noble and selfless act, especially with older children. This film can draw attention to neglect of older children, as well as promote philanthopic partnerships.

HAPPY ENDING

DO GOOD

THE UNDERDOGREFUSAL TO CONFORM

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BIG IDEA

MEETYOURMATCH

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BIG IDEAHello, My Name is Abigail is about two people who refuse to compromise their individual quirks in order to become a family. Whether looking to adopt, find a relationship, or choose an accountant, everyone needs to find a match that fits, and is a concept easy to relate to.

The rapport between Abigail and Jade is what drives the marketing for the film. They try to oneup each other over who is more undesirable, only to find that it’s their strange qualities that link them together. This marketing plan will encourage the audience to accept the fact that they may be weird, but there are people that will appreciate them for who they are. This will easily tie into the quirky yet heartwarming message of the film.

FILM FESTIVALSTRATEGYPHASE TWO:

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FESTIVAL STRATEGYHello, My Name is Abigail will strategically enter festivals in order to create buzz, and gain popularity as it moves on to the next festival. In this three prong stragegy, the film will enter genre specific festivals, smaller festivals, and a larger, more prestigious festival.

In the first stage the film will enter more specialized festivals, inlcuding Just for Laughs and Moondance International Film Festival. It will also enter the Santa Barbara International Film Festival and the Newport Beach Film Festival in the second stage, and in the third stage, the Kansas City FilmFest.

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FESTIVAL STRATEGYJUST FOR LAUGHS MOONDANCE FILM FESTIVAL

SANTA BARBARA FILM FESTIVAL

KANSAS CITY FILM FEST

NEWPORT BEACH FILM FESTIVAL

The Just For Laughs Festival is held annually in Montreal, and is one of the top festivals for comedy, accepting both feature and short films. As a dark comedy, Hello, My Name is Abigail will

The Moondance International Film Festival, held in Boulder, Colorado, focuses primarily on films that raise awareness and address social issues. Hello, My Name is Abigail will fit in due to the message of adoption it brings up. They even offer the “Starfish Award” for comedy submissions.

Held in Santa Barbara, California, The Santa Barbara International Film Festival accepts all types of films. They have a special Santa Barbara Student Shorts section where Hello, My Name is Abigail would be submitted.

The Kansas City Film Fest, presented by the Kansas City Filmmakers Jubilee is a prestigous yet reachable film festival for Hello, My Name is Abigail and could potentially lead to being recruited for more festivals.

Held in Newport Beach, California, The Newport Beach Film Festival accepts many short films, and even includes a Chapman Showcase within their Collegiate Showcase section. In addition, Community Outreach is an large aspect of this festival, and the film relates to their philanthropic theme.

stand out from the other slapstick submissions.

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Hello, My Name is Abigail, directed by Tim Kressin, makes its way into over 5

film festivals nationwide. Forced to attend yet another adoption party, jaded orphan, Abigail doesn’t

exactly fit the qualifications for most couples’ future child. At 13, and with an

extremely sharp tongue, Abigail is convinced she’ll spend the rest of her life

an orphan, rotting like the old cans of pineapple in the back of the shelf at the

grocery store. However, at this adoption party, Abigail is approached by Jade,

an embalmer, who is unlike the other potential parents. When Jade shows

interest in adopting Abigail over the cute, hula hooping children that quickly get

scooped up by loving families, Abigail must put her guard down, and admit to

Jade that she does in fact want a family.

Accepted into film festivals all over the country, Hello, My Name is Abigail

will debut in front of its largest audience ever, reminded the audience that no

matter how weird we are, there is someone out there that will appreciate us.

FESTIVAL KITThe festival kit will feature tangible takeways for the media covering the various festivals. The kit will include a onesheet, cast and crew bios, a pitch letter and press release, a branded DVD case, and blank “Hello My Name is” stickers like the ones featured in the film.

Much like getting a new car, a new television, or a new accountant, picking an orphan to adopt can take some shopping around.

Set at an adoption party where the atmosphere is as awkward as a middle school dance, Hello, My Name is Abigail explores the bitter disappointment of waiting to be adopted through the eyes and mind of 13 year old Abigail. Once again enduring streamers, cupcakes and karaoke, Abigail can’t seem to impress the window shopping parents, especially with the competition from the cute hula hooping orphans, who Abigial claims will grow up to be strippers. However, at this particular adoption party, Abigail finds that she may be exactly what one parent is looking for, as long as she lets her guard down.

Director Tim Kressin brings us a heartwarming tell, reminding us that no matter how weird we are, there is someone out there who appreciates it.

Sincerely,

Molly HershMarketing Director

PITCH LETTER

PRESS RELEASE

CAST AND CREW BIOS

CAST AND CREW BIOS

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FESTIVAL KITDVD AND CASE

“HELLO MY NAME IS” STICKERS CUPCAKE RECIPE

ONESHEET

For The Cupcakes3 cups all-purpose flour1 tablespoon baking powder1/2 teaspoon salt8 ounces (2 sticks) unsalted butter2 cups sugar4 large eggsFinely grated zest of 1 orange1 cup milk

For The Icing8 ounces cream cheese4 tablespoons unsalted butter3/4 cup confectioners’ sugar1 tablespoon milk1 teaspoon pure vanilla extract

DirectionsPreheat oven to 350 degrees with racks in top and bottom thirds. Line twenty-four muffin cups (1-cup capacity) with paper or foil liners, and set aside. Whisk together flour, baking powder, and salt in a medium bowl, and set aside.

Combine butter and sugar in a large bowl; beat until pale and fluffy, about 2 minutes. Add eggs one at a time, mixing well after each addition. Add orange zest. Beat in flour mixture and milk in three alternating batches, beginning and ending with flour mixture. After each addition, beat until just combined, scraping down sides and bottom of bowl as necessary.

Fill prepared muffin cups with about 1/4 cup batter. Bake, rotating pans once, until cupcakes are just golden brown and spring back to the touch, 18 to 20 minutes. Let cupcakes cool in tins, about 5 minutes, then turn them out onto wire racks. Repeat with any remaining batter. Let cool completely.

Beat cream cheese, butter, and sugar in a small bowl until just smooth. Add milk and vanilla; beat frosting until combined. Use immediately.

HELLO, MY NAME ISABIGAIL CUPCAKES

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FESTIVAL MARKETINGCUPCAKES AND NAMETAGS

LOCAL PRESS

There is no better way to attract attention than free food. A street team will be present at the festival handing out cupcakes that were so hyped at the adoption party in the film. The napkins included will have information about Hello, My Name is Abigail and a link to the film’s website. While enjoying their cupcakes, street team members will have festival guests fill out and wear a “Hello My Name is” name tag. This will be a memorable interaction for the guests, and additionally garner attention from others who will contiually see people walking around with cupcakes and nametags.

Local newspapers, magazines, and radio stations from the festival cities targeted to cover the film’s debut. The press will be invited to view the screening, experience the guerilla tactics, and interview the cast and crew. They will also be presented with the film’s potential to raise awareness for the many children and teenagers waiting to be adopted or who are in foster care.

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FESTIVAL MARKETINGWEBSITE

TWITTER

The website promoted during the festivals is HelloMyNameisAbigail.com. This site will serve as the online hub to inform and connect the audience to the film. It will include a trailer, key art and promo photos, cast and crew bios, reviews and media appearences, and links to social media.

The website promoted during the festivals is HelloMyNameisAbigail.com. This site will serve as the online hub to inform and connect the audience to the film. It will include a trailer, key art and promo photos, cast and crew bios, reviews and media appearences, and links to social media.

B-2-B STRATEGYPHASE THREE:

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DISTRIBUTOR STRATEGYHello, My Name is Abigail will target three companies to distribute the film: Focus Features, Fox Searchlight, and Lionsgate. All three distributors have experience with smaller budget, independent, and quirkier films.

The film’s playability and marketability will be displayed through special screenings, networking, mailers, and online activity. This strategy will primarily focus on promoting the dark humor and heartwarming aspect of the film. All marketing tactics will mirror the film’s tone and incorporate icons in order to bring Hello, My Name is Abigail to life.

The film will choose Fox Searchlight as a distributor because they are truly the expert in their genre, and Hello, My Name is Abigail will fit in seamlessly with their other releases.

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TARGET DISTRIBUTORSFocus Features is the art house divison of NBC Universal, and a subdisary of Universal Pictures. They have previously distributed films with similar tones and messages such as The Kids are All Right, In Bruges, and Burn After Reading.

Fox Searchlight is a subsidiary of 20th Century Fox specializing in independent films, specifically those in the drama/comedy genre. Similar titles to Hello, My Name is Abigail they have released include Juno and Little Miss Sunshine.

Lionsgate is an independent distribution company with a very sucessful history. While they don’t necessarily focus on dark comedies, they have a lot of experience with limited releases.

FOCUS FEATURES

FOX SEARCHLIGHT

LIONSGATE

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DISTRIBUTION TACTICSCrew members of Hello, My Name is Abigail will attend film industry events with the hopes of networking with potential distributors. They will hand out branded business cards, one side printed to look like the “Hello My Name is” nametags worn in the film. This card will be a memorable introduction to the film, and it will connect the film to the business card upon viewing it.

The Hello, My Name is Abigail signature cupcakes, as seen at the adoption party, will be delivered to potential distributors along with “Hello My Name is” nametags already filled out with the name of the executives recieving the cupcakes. They will once again be reminded of those same nametags from the business cards handed out, but this time with a mouthwatering cupcake as well.

NETWORKING

MAILERS

MOLLY HERSHMarketing Director

Hello, My Name is Abigailmollyhersh@gmail.com

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DISTRIBUTION TACTICSTo give potential distributors a real taste of Hello, My Name is Abigail, select film industry executives will be invited to preview the film. After the screenings viewers will be invited to an after party, of course with nametags and cupcakes, where the cast and crew will be present, allowing the opportunity for distributors to create a relationship with the film.

Potential distributors will be directed to the film’s website for a virtual press kit, like the site used in the film festival strategy. Distributors will be able to ascess all information via this site, which will include key art, photos, cast and crew bios and interviews, and a twitter feed to keep up with any news about the progess of the film.

SCREENINGS

ONLINE

FESTIVAL MARKETING

CONSUMER STRATEGY

PHASE FOUR:

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RELEASE STRATEGY

NOVEMBER 22, 2013

In order to bring Hello, My Name is Abigail to the consumer in the best way possible, the film will use a platform release. Because of it’s quirky and alternative nature, the film will depend strongly on positive buzz and word of mouth to attract an audience.

The film will be released on November 22, 2013, the weekend prior to Thanksgiving. Between then and Christmas, the screen count will increase each week. This way, Hello, My Name is Abigail will start off strong with a holiday release. As word of mouth gets around and the screen count increases, the film will become a strong choice for couples and older family members to see together during the winter holidays. While there will be many family themed films released at this time, Hello, My Name is Abigail will be the go-to film for fans of independent film, and those looking for something with more substace than the typical blockbuster.

11/22/13 Week 1: 10 screens

11/29/13 Week 2: 40 screens

12/06/13 Week 3: 100 screens

12/13/13 Week 4: 450 screens

12/20/13 Week 5: 700 screens

12/27/13 Week 6: 1050 screens

New York, Los Angeles

Chicago, San Francisco

Seattle, Dallas, Phoenix, Denver, Philadelphia

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MEDIA STRATEGYIn order maximize the budget and make the best use of word of mouth, the film will utilize a three cycle media strategy. This will introduce, illuminate and expand the knowledge and peak interest of appropriate audiences at strategic times.

In the Introduce cycle, the consumer will first gain awareness of the film. It is essential to bring early viewers into the theater to begin to generate word of mouth.

- Festivals- Social Media- In-theater- Newspaper- Magazine Interviews- Pre-screenings

The Illuminate cycle will continue to spread awareness of the film. While still focusing on word of mouth, the marketing will begin to transition into more traditional placements and events, giving consumers a more in-depth knowledge of the film.

- Premeire - Spot Television- Local Magazines- Radio- Talk show appearances- Exit Surveys(continuation of Cycle 1)

The final cycle, Expand, will transition to national media. This will target those who have not already been reached through the first two cycles, as well as reinforce interest in people who already were aware of the film, but may not have seen it yet.

- Guerilla/Stunts- Cable Television- Out of Home(continuation of Cycles 1 & 2)

INTRODUCE ILLUMINATE EXPANDCycle 1

August 19 - November 22, 2013 November 22 - December 13, 2013 December 13 - December 29, 2013

Cycle 2 Cycle 3

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CYCLE ONEHello, My Name is Abigail will kickoff its marketing by utilizing the buzz and publicity generated from film festivals. The film will enter in the feature length section of the Telluride Film Festival and the Toronto International Film Festival. Beginning with festivals will generate attention from the press and begin word of mouth before the premiere. Both festivals are held in September, giving cinephiles an advance notice about the film.

Before hitting theaters, Hello, My Name is Abigail will be shown in select cities to an audience made up of the primary and secondary audiences. This will research the audience’s reaction to the film, and to which specific parts generates positive audience response.

Color ads will be purchased in New York and Los Angeles based newspapers a week leading up to the priemere, and a full page ad the weekend of the release.

FILM FESTIVALS

PRE-SCREENINGS

NEWSPAPER

OFFICIAL SELECTION

FILM FESTIVAL

TELLURIDE

2013

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INTRODUCEDuring this cycle a trailer will be placed during the previews before films shown in theaters. Trailers will be strategically placed before films with a similar tone and that target the same audience. In addition, the Hello, My Name is Abigail movie poster will be placed inside and outside theaters labeled “coming soon” while appropriate. This will target people already interested in seeing movies. The trailers will specifically reach the target audience, while the posters will serve as a reminder.

During this stage the film will begin to reach out to various magazines to pitch stories or interviews related to Hello, My Name is Abigail. Pitches will be strategically placed in local magazines, magazines that reach the primary audience, and magazines known for highlighting films.

Hello, My Name is Abigail will have dedicated Facebook, Twitter, and YouTube accounts. Facebook and Twitter will primarily be used to update consumers on any news with the film as well as interact with them by returning any comments or tweets. The YouTube channel will contain trailers, interviews with cast and crew, and exclusive behind the scenes content.

IN-THEATER

MAGAZINE INTERVIEWS

SOCIAL MEDIA

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CYCLE TWOCycle Two, Illuminate, will kickoff with the premiere of Hello, My Name is Abigail. On the red carpet, celebrities will be encouraged to wear the iconic “Hello My Name is” name tags. This way when photographs from the event are viewed in magazines and online the nametags will be seen, piquing interest in the film, and creating a recognizable icon.

Hello, My Name is Abigail will continue to advertise locally by purchasing ad space in local magazines. These ads will feature the poster, positive critic reviews, and the nearest theater showing the film.

Local television networks in the cities where the film is playing will begin to show a trailer that features credibile critics’ positive reviews.

PREMIERE

LOCAL MAGAZINES

SPOT TELEVISION

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ILLUMINATERadio ads will be placed during hours people are typically commuting, on stations that best reach the target demographic

During this time, surveys will be conducted as the audience exits the theater. This will not only test the playability of the film, but will also provide sound bytes and quotes for future advertising.

At this time many people will be aware of Hello, My Name is Abigail, but may not have seen it, or only have a vague idea of what it’s about. During the Illuminate cycle, cast and select crew members will appear on various talk shows. This way, viewers will be better educated about the film and have an identifiable person to associate with it.

RADIO

EXIT SURVEYS

TALK SHOW APPEARANCES

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CYCLE THREEDuring this cycle, the :30 second trailer featuring critic reviews will transition from spot television to cable television. The buys will strategically target top shows and channels among the primary audience, as well as reach the secondary and tertiary markets with reduced saturation.

Wild postings will be placed in select cities with areas of high foot traffic. This will serve as a visual reminder for the film, as well as pique the interest of those still unfamiliar with Hello, My Name is Abigail.

CABLE TELEVISION

WILD POSTINGS

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EXPANDThe Hello, My Name is Abigail street team will head out to high traffic areas in major cities to spread awareness of the film, as well as create a more personal connection between the film and the consumer.

The street team will ask people walking by for their names, and fill out a “Hello My Name is” name tag for them. Printed on each name tag will be a promo code and a call to action to visit the website. Upon entering the promo code to the website, consumers will have the chance to win of a variety of prizes, including t-shirts, posters, signed merchandise, and even a meet and greet with the cast.

This stunt will be promoted through their social media sites, websites, and be pitched to a variety of media outlets for potential press coverage.

This execution will have three levels of reach: those who receive a name tag and enter the promo code, those who receive and name tag and do not enter the promo code, and those who see others with name tag but do not receive one themselves. While those who interact with the film on the street and then back at home create the strongest relationship, consumers who did not directly interact with the stunt still manage to be reached as well.

GUERILLA

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PROMOTIONSDue to the subject matter of the film, Hello, My Name is Abigail will focus primarily on a philanthropic partnership with National Council for Adoption, a non-profit for adoption advocacy and education. Through fundraising and community outreach, the partnership will not only create a favorable image for the film, but have a positive impact as well.

Hello, My Name is Abigail will co-sponsor a national rollout of movie nights with the National Council for Adoption. Targeting regional orphanages, the film and organization will host screenings of new releases complete with blankets, snacks, and popcorn. Unlike many activites held for children waiting to be adopted, this will be geared for kids ages 13 and older. The press coverage for this event will raise awareness for both the need for families for older children, as well as the film.

Hangtags will be placed at the check outs of Fresh & Easy and Trader Joe’s grocery stores for purchase. Customers can purchase a $1, $5, $10, or $25 card, all of which will go towards the National Council for Adoption. In addition, customers can choose to round up their total to the nearest dollar, and change collected will be donated. The funds will specifically support the awareness and education for adoption of older children.

STRATEGY COMMUNITY OUTREACH

HANGTAGS

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PUBLICITYDuring Cycles One and Two, various print publications and talk shows will be pitched stories about the film. These outlets will be strategically selected to reach the right audience and the right time.

STRATEGY

Media

Conan O’Brien

Cast appearance and promote NCA partnership

Cast appearance and promote NCA partnership

Cast appearance and promote NCA partnership

Cast appearance

Cast appearance

“Goings on About Town” section

Film promotes adoption of older children

Film promotes adoption of older children

Film promotes adoption of older children

Film festival review

Films playing near you

November

November

November

November

November

November

October

August

September

October

Novermber

The Ellen Degeneres Show

The View

Late Night with Jimmy Fallon

Jimmy Kimmel Live

The New Yorker

Vanity Fair

Entertainment Weekly

Adoptive Families Magazine

People Magazine

Local/Regional Magazines

Date Pitch

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MEDIA PLAN

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BUDGET

TOTAL BUDGET: $25 MILLION

Online

Production

Outdoor

Guerilla

Radio

Print

Promotion

Television

25%

15%

20%

5%

5%

10%

15%

5%

43

TIM KRESSIN

SASHA PATPATIA

AMY CHASEDAWN TAUBIN

NATHALIE CON

MOM AND DAD

JUSTIN STATON

JAKE TISHLER

THE FOSTER FAMILYNEXT DOOR

THANK YOU