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Final Strategic Communication Plan

Organization: Adaptation Promotions

Corey Isenberg – 500641310


CMN480
Prepared for: Robert Clapperton
Monday December 4, 2017
EXECUTIVE SUMMARY

Adaptation Promotions is a marketing firm that specializes in social media campaign


marketing for movies which are based on young adult novels. Adaptation Promotions
main focus is marketing and promoting these movie adaptations in interesting and
innovative ways all through social media campaigns.

Research shows that the most common source for adaptation is a fictional novel or
short story, and accounted for nearly 20% of the top movies within the last decade. This
means that there is obviously a market for Adaptation Promotions’ business. When it
comes to social media, 86% of publics aged 18-29 (young adults) use some type of
social media. This is the demographic that Adaptation Promotions’ promotional material
will be geared towards.

There are three main groups of target publics for Adaptation Promotions. The primary
target publics are movie distributor companies, such as Warner Brothers and 20 th
Century Fox. The secondary target publics are young adult novel authors, such as
Ransom Riggs and Gayle Forman. The tertiary target publics are the general public,
and specifically young adults who have read the books or have not.

There are several issues that are important to Adaptation Promotions that are dealt with
in this strategic plan. One of these issues would involve regulators, the biggest regulator
being The Canadian Code of Advertising Standards. They would need to make sure
that they keep to the standards set out by them when making promotional materials on
social media, and make sure that they do not do anything wrong that could ruin their
reputation. The second issue is the need to establish their organization as a key player
in the movie promotion industry for the specialization that they do. The third issue is the
need to keep clients for future young adult movie adaptations that they might hire the
organization to do social media campaign promotion for.

Adaptation Promotions goals include to form and maintain positive relationships with
movie distribution companies, as well as authors of young adult novels, to gain
recognition among movie distribution companies for their effective social media
campaign marketing that is specifically tailored for young adult movie adaptations, and
to gain three to five clients in the first year of business.

The timeline for implementation is between the first five to twelve months of business.
The budget for implementation is roughly $5,000, and this amount includes a phone and
Internet plan, a new website, an Adobe Creative Cloud business plan, and printing
materials, such as business cards and brochures.

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TABLE OF CONTENTS

CONTENTS PAGE
Executive Summary 2
Situation Analysis 5
Strategy
Goals 9
Target Publics 10
Messages 10
Communication Strategies and Tactics 11
Implementation
Budget 13
Timeline 15
Evaluation 17
Works Cited 18

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LIST OF TABLES

TABLE PAGE

TABLE 1: SWOT Analysis 7

TABLE 2: Issues Matrix 8

TABLE 3: Overall Goal: Objective 1 11

TABLE 4: Overall Goal: Objective 2 11

TABLE 5: Overall Goal: Objective 3 12

TABLE 6: Timeline: Checklist/Task List 15

TABLE 7: Evaluation Methods 17

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SITUATIONAL ANALYSIS

About Adaptation Promotions


Adaptation Promotions is a marketing firm that specializes in social media campaign
marketing for movies which are based on young adult novels. Adaptation Promotions
main focus is marketing and promoting these movie adaptations in interesting and
innovative ways all through social media campaigns. These young adult movies will
already have a distributor, for example distributors such as Warner Brothers, or 20 th
Century Fox, but these movie distributors would hire Adaptation Promotions to create
social media campaigns for their movies that are based off young adult novels. An
example of this is an upcoming movie called Love, Simon based off the young adult
novel Simon vs. the Homo Sapiens Agenda. The movie distributor for this movie is 20th
Century Fox. 20th Century Fox would hire Adaptation Promotions to exclusively do all
their social media marketing through the use of social media campaigns. Adaptation
Promotions would create effective social media campaigns that are geared towards the
young adult audience. Adaptation Promotions specializes only in book to movie
adaptations geared towards young adults, so these movie distributors would come to
Adaptation Promotions because their employees have expertise in this field. Social
media campaigns can be very powerful for drawing people to do things and take action.
Content on social media could spread quickly, especially with the use of hashtags and
compelling, eye-catching content, so promoting movies through social media is a very
useful tool to get people to theatres to watch movies.

Why promote only the genre of young adult movie adaptations?


From 2005-2015, the most common source for adaptation was a fictional novel or short
story (Follows, 2015). This accounted for 19.7% of the top 1000 movies in that decade
(Follows, 2015). There is obviously a market for my business, as nearly 20% of movies
from 2005-2015 were based off fictional novels.

Why social media marketing?


 Social media has the power to generate buzz (Kirby, 2016).
 Social media is a vital part of engaging film going audiences (Kirby, 2016).
 Engaging fans through social media directly can build excitement in the project
you are promoting on the platform, as this makes them feel like they are part of
the process (Kirby, 2016).
 Important to create a conversation with target audience that they can share with
people they know (Bourque, 2016).
 Bombarding social media networks with updates about movies is great way to
get word of mouth circulating on these networks (Bourque, 2016).
 69% of the public uses some type of social media (Social Media Fact Sheet,
2017).
 86% of publics aged 18-29 (young adults) use some type of social media (Social
Media Fact Sheet, 2017).

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Analysis of Issues
One issue that is important to my organization would involve regulators, the biggest
regulator being The Canadian Code of Advertising Standards. I would need to make
sure that I keep to the standards set out by them when making my promotional
materials on social media. I need to make sure that I keep up with these standards so
that I do not do anything wrong that could tarnish and ruin my reputation as a business.
Since my promotional material will be viewed by the public, it is crucial that this issue is
kept on top of my priorities. This issue is extremely important because my organization
is part of the marketing and promotions industries, and my promotional materials will be
mostly viewed online in Canada, so it is important to follow the rules and regulations set
out by them.

Another issue is the need to establish my organization as a key player in the movie
promotion industry for the specialization that we do, which is social media campaign
marketing for movies based off young adult novels. Since my company would be a start-
up, it is important to build brand recognition of our company. This could be done through
showcasing our competitive advantage, which is our specialization. It will take time to
grow as an organization, and it will take time to build brand recognition as we gain
clients, and build a reputation for ourselves. The need to attract clients would tie into my
message themes when communicating with target publics.

Another issue is the need to keep clients for future young adult movie adaptations that
they might hire my organization to do social media campaign promotion for. It is
important to make sure that when we are hired to promote their first movie, we promote
it in the best way possible that draws the public to the theatre to see it. It may be hard to
make a good impression on clients if the movie we promote does not do well. The
problem with this is that promoting through social media might not be the reason why
the public does not show up to a movie. There could be other factors, but the issue is
that clients may think that this is why their movie did not do well. It is important to show
them statistics and hard facts about why promoting through social media is beneficial
and the way to go.

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Table 1: SWOT Analysis

STRENGTHS WEAKNESSES
- Individuals/employees who have a - Start-up with not a lot of experience
passion for movies, knowledge of movies - Small company with just three
- Educational background in employees
communications, marketing, public - Not a well known and established
relations company, therefore not a solid reputation
- Specialization in promoting through - No previous real campaigns to go off of
social media, resulting in all our efforts so see what worked and what did not
focusing on one type of promotion work
- Specialization in movies based off
young adult novels
OPPORTUNITIES THREATS
- Branch out to other types of promotion, - Competitors that provide the same
such as print or street promotion services as my organization. They may
- Branch out to promoting not just movies, be more well known and more successful
but TV shows as well, therefore than my organization
expanding my market - Movie distributor companies choosing to
- Branching out to promoting other types promote their movies through other ways
of books, therefore furthering my other than social media campaign
company’s specialization in books, but for marketing
a different genre of books - The Canadian Code of Advertising
Standards catching something not
acceptable in my promotion materials.
- The public being offended by content,
resulting in complaints to the movie
distributors and then to my company

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Table 2: Issues Matrix

Probability
High Medium Low
- Not acquiring clients in - Not abiding by The - Adobe Suite decides to
the first couple months Canadian Code of discontinue all its products
High

of operations Advertising Standards rules and services, resulting in


and regulations, resulting in my organization not being
complaints able to produce
promotional materials
- Power outage - Meetings with clients were - Employee quitting,
- Losing Internet set for the wrong time resulting in a higher work
Medium

connection, phone lines - Clients not paying for load for myself and my
Impact

- Social media networks services, resulting in my other employee


decide to stop working organization not making
when posting is needed money
- Not meeting deadlines
- Spelling mistakes in social - The public getting angry
media campaign materials with something we made
and posted to social
Low

media, resulting in
complaints

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STRATEGY

Goals
Relationship Goal
To form and maintain positive relationships with movie distribution companies, as well
as authors of young adult novels.
- I would want to form and maintain positive relationships with authors as
well because if I have a good relationship with them, they could
recommend my company to the movie distribution company, as we would
already have an existing relationship.
- Objective 1: To reach out to 10-15 movie distributor companies and young
adult novel authors within the first three to five months of business.
- Objective 2: To showcase to those 10-15 movie distributor companies why
and how social media campaign marketing is effective, and do this within
the first three to five months of business.
- Objective 3: To create three sample social media campaigns to show
movie distributors and young adult novel authors what I have to offer in
terms of my company’s specialization, and I would do this within the first
three to five months of business.

Reputation Goal
To gain recognition among movie distribution companies for our effective social media
campaign marketing that is specifically tailored for young adult movie adaptations.
- I would want movie distribution companies to know that my company is
unique because we specialize in young adult movie adaptations, and we
also purely focus on social media campaign marketing
- If movie distributors have a young adult movie coming out and they want
to promote it through social media, it is best to come to my company to
provide them with that service because we have experience and
specialize in this specific genre.
- Objective 1: To have 3-5 successful social media campaigns within the
first six to eight months of business.
- Objective 2: To showcase my 3-5 successful social media campaigns to
10-12 movie distributor companies within the first year of business.

Task Goal
To gain three to five clients in the first year of business.
- I would want to have at least three to five clients in the first year of
business, as this would allow me to establish effective relationships with
movie distribution companies
- These movie distribution companies might want to hire me again in the
future, so it is important to gain three to five clients in the first year of
business.
- Objective 1: To reach out to 10-15 movie distributor companies and young
adult novel authors within the first three to five months of business to
showcase what my company does.

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- Objective 2: To create three sample social media campaigns to show
movie distributors and young adult novel authors what I have to offer in
terms of my company’s specialization, and I would do this within the first
three to five months of business.

Target Publics
Primary
- Movie Distributor Companies
- Ex. 20th Century Fox, Warner Brothers, CBS Films, Entertainment One, MGM

Secondary
- Young Adult Novel Authors
- Ex. John Green, Gayle Forman, Becky Albertalli, Ransom Riggs

Tertiary
- The General Public
- Specifically, young adults who have read the books or have not

Messages
The message that would be directed to my primary target publics, being my clients,
movie distribution companies, would be that my organization is the best one to promote
their movies based off young adult novels because of my organizations background in
communications, marketing, social media, and public relations, as well as our passion
for young adult novels, and the movie and entertainment industries. We also specialize
in marketing and promotions through social media and creating social media
campaigns. We tie in the aspects of the novels into our marketing and cater all our
social media efforts in a different way than other types of movie promotion since these
movies are based off novels. Social media plays a big part in marketing today as a lot of
the population goes on it frequently every day. This specialization in promoting through
social media could be seen as a strength because our organization focuses all its efforts
on creating promotional materials and campaigns for this specific platform, while our
competitors might be focusing on promoting movies differently, such as through street
posters, and in print.

The message that would be directed at my secondary target publics, being young adult
novel authors, would be that they should consider speaking with the movie distributor
that are representing their adaptation to consider hiring my organization to promote their
movie adaptation through social media campaigns because social media is highly
effective and popular, and because my organization has the skills and experience with
social media. We would take your novel into consideration when making social media
campaign materials. My organization also specializes exclusively in promoting movies
that are based off young adult novels.

The message that would be directed to my tertiary target publics, being the general
public, would be that all the promotional materials that were created were made for the
intent to market and promote the specific movie. The materials were produced abiding

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by the rules and standards that The Canadian Code of Advertising Standards set out for
all advertising and promotion in Canada.

Communication Strategies and Tactics

Goal: To form and maintain positive relationships with movie distribution companies, as
well as authors of young adult novels.

Objective 1: To reach out to 10-15 movie distributor companies and young adult novel
authors within the first three to five months of business.

Table 3: Overall Goal: Objective 1


Communication Target Publics Tools
Pathways
Controlled Media - Movie Distributor - Email my target publics
Companies with a company
- Young Adult Novel description, and some
Authors other information about my
company to see if they are
interested in my services
Uncontrolled Media - Movie Distributor - Create factsheets and
Companies backgrounders about my
- Young Adult Novel company
Authors
Interpersonal Media - Movie Distributor - Call or email these target
Companies publics to pitch my
- Young Adult Novel company to them about
Authors what we do and see if they
are interested in setting up
a meeting to discuss
further

Objective 2: To showcase to those 10-15 movie distributor companies why and how
social media campaign marketing is effective, and do this within the first three to five
months of business.

Table 4: Overall Goal: Objective 2


Communication Target Publics Tools
Pathways
Interpersonal Media - Movie Distributor - Call and try to set up a
Companies personal visit for a meeting
- Young Adult Novel so that I could showcase to
Authors these target publics face-
to-face as to why and how
social media campaign
marketing is effective

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(create a PowerPoint
presentation with facts and
information)
Controlled Media - Movie Distributor - Create brochures to
Companies showcase the benefits of
- Young Adult Novel social media campaign
Authors marketing
Interactive (Social) Media - Movie Distributor - Create a social media
Companies account for my company
- Young Adult Novel and then for example on
Authors Twitter, I would tweet out
strong facts about social
media campaign marketing
for these target publics to
see

Objective 3: To create three sample social media campaigns to show movie distributors
and young adult novel authors what I have to offer in terms of my company’s
specialization, and I would do this within the first three to five months of business.

Table 5: Overall Goal: Objective 3


Communication Target Publics Tools
Pathways
Controlled Media - Movie Distributor - Showcase the social
Companies media campaign examples
- Young Adult Novel on my website so that it is
Authors easy for my target publics
to view them
Interactive (Social) Media - Movie Distributor - Showcase the social
Companies media campaign examples
- Young Adult Novel on social media
Authors applications, such as
Twitter
Uncontrolled Media - Movie Distributor - Interviews with media
Companies outlets to showcase our
- Young Adult Novel unique company and
Authors perspective on promoting
young adult movie
adaptations

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IMPLEMENTATION

Budget
A Simple Budget Format

Project: Adaptation Promotions Launch Team leader: Corey

BUDGET $5,000
- All the budget costs would be added for the first year of business
- This figure is just a rough estimate of my budget

INCOME

Itemize expected revenue $15,000


- If I reached my task goal of having three to five clients, and I successfully gained five,
and I charged roughly $3000 to each of them for my company’s services, that would
total $15,000 for 1 year.

Total Income $15,000

COSTS

Rent $0
- I would work out my house for the first year until my company becomes more
established. Once we become established, we would consider renting an actual office
space.

Phone and Internet Plan through Rogers $959.76


- Rogers small business bundle, which includes phone and Internet
- 79.98 per month, $959.76 for one year

Communication Tools: New Website

Scope $0
- Adaptation Promotions website would display all the information about the company,
the service that they provide, what they specialize in, samples of social media
campaigns, and contact information.

Design $384
- The website would be designed using wix.com, and I would select a VIP premium
plan, which would be $25 U.S per month, converted to roughly $32 Canadian per
month. In my one-year budget frame this would equal out to $394. I would select the
premium plan so that I could have my own company domain name, and so that I could
use all the features for my benefit.

Populate $0

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- I would add my own information about my company to my website, so as a result, this
would not cost me any money

Test $0
- I would test my website to see if it works and its overall effectiveness with the
employees and by myself on a different server

Launch $0
- I would launch my website through the Wix server, and this would not cost me any
money.

Total Cost for New Website $384

Communication Tools: Brochures, Business Cards, and Other Printing Materials

Scope $0
- My company would create several printing materials, which include brochures and
business cards showcasing my company, what we do, our specialization, and our
contact information for potential clients. I would need to purchase Adobe Creative Cloud
to create these printing materials.

Design $1524
- I would create these brochures and business cards using different programs on Adobe
Creative Cloud, such as Photoshop and InDesign. I would purchase a business plan,
which would be $99.98 U.S per month, which converts to roughly $127 Canadian per
month. In my one-year budget frame this would equal out to $1524. I would also use
Adobe Cloud for create my social media campaign promotion materials, so this price
would be for this aspect as well.

Populate $0
- I would create my own content using information from my company.

Test $0
- I would test these printing materials by sending them digitally to potential clients to see
their reactions and whether or not they are positive and garner a response.

Launch $145
- In order to launch these printing materials, I would need to print them professionally. I
would print them at Staples Business Depot. The price per item would differ. As a result,
laid out here is a rough estimate on the amount of printing for each item and the price
for my time frame of the first year of business.
- Business Cards: $24.99 for 250 of them
- Brochures: $120 for 250 of them

Total Cost for Printing Materials $1669

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Total Costs $3012.76

TOTAL $11,987.24

Timeline
Checklist/Task List

Table 6: Timeline: Checklist/Task List


Progress
Task Start Due Completed Responsible
1. Website: brainstorming March 1 March 30 March 28 Corey and 2
ideas, layout, layout for other
each section of the website employees
2. Create actual website, April 1 April 30 April 28 Corey and 2
insert content, pictures, other
information, etc. employees
- First thing to do
would be to set up a
Wix premium
account
3. Create business cards May 1 May 30 May 28 Corey and 2
using Adobe Creative Suite other
- First thing to do employees
would be to buy a
business plan for
Adobe Creative
Cloud
4. Create brochures using June 1 June 30 June 28 Corey and 2
Adobe Creative Suite other
employees
5. Print 250 business cards July 5 July 7 July 7 Corey
and 250 brochures at
Staples Business Depot to
have a year supply of them
6. Create social media March 1 March 1 March 1 Corey
accounts for my company
- The most useful
that application
would be Twitter
7. Get in touch with Rogers March 1 March 1 March 1 Corey
to purchase a phone and
Internet plan
8. Get in touch with movie March 1 ------------ --------------- Corey
distributor companies, such
as 20th Century Fox,
Warner Brothers, CBS

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Films, Entertainment One,
MGM and authors of young
adult novels, such as John
Green, Gayle Forman,
Becky Albertalli, Ransom
Riggs

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EVALUATION

Table 7: Evaluation Methods


Goal: To form and maintain positive relationships with movie distribution companies,
as well as authors of young adult novels.
Objective Proposed evaluation method
To reach out to 10-15 movie distributor 1. Conduct a communication audit to see
companies and young adult novel authors whether my organization effectively
within the first three to five months of transferred information to these target
business. publics externally
2. Content analysis to see how effective
my organizations communication tools
were in reaching out to target publics
To showcase to those 10-15 movie 1. Audit material and facts to assess
distributor companies why and how social whether it was appropriate for target
media campaign marketing is effective, publics.
and do this within the first three to five 2. Content analysis to see if content is
months of business. effective
3. Analyze feedback from target publics
to see what they thought about the
content
To create three sample social media 1. Pre-testing these campaigns with
campaigns to show movie distributors young adult publics to see how they react
and young adult novel authors what I to these campaigns
have to offer in terms of my company’s 2. Analyze feedback from target publics
specialization, and I would do this within to see if they thought that the sample
the first three to five months of business. social media campaigns were effective
and persuasive
3. Content analysis to see if the content is
effective

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Works Cited

Bourque, A. (2016, September 17). 5 Fantastic Movie Release Social Media


Campaigns. Retrieved October 18, 2017, from http://www.socialmediatoday.com/social-
business/5-fantastic-movie-release-social-media-campaigns

Follows, S. (2015, June 8). How original are Hollywood movies? Retrieved October 18,
2017, from https://stephenfollows.com/how-original-are-hollywood-movies/

Kirby, D. M. (2016, June 21). The Role Of Social Media In Film Marketing. Retrieved
October 18, 2017, from https://www.huffingtonpost.com/david-m-kirby/the-role-of-social-
media-_b_10571026.html

Social Media Fact Sheet. (2017, January 12). Retrieved October 18, 2017, from
http://www.pewinternet.org/fact-sheet/social-media/

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