TABLE OF CONTENTS

Meet the Team ……………………………………………………………… 2

Primary Research
I. Survey Results ………………………………………………………... 4
Secondary Research
I. Mission…………………………………………………..……………13
II. History…………………………………………………………...……13
III. SWOT Analysis....………………………………....…………………14
IV. Demographics of Survey Participants…...……………………..…… 14
Goals……………………………………………………………………..… 18
Audiences ………………………………..…………………………....……18
Objectives, Strategies, and Tactics…...…………………………….....…… 18
Media Outlets………………………………………………………..…...… 21
Cara’s Bio….. ………………………………………………………..……..22
Fact Sheet…………………………………………………………………....24
Sample Press Releases………………….…………………………………...25
Speaking Points ……………………….…………………………………....30
Sample Pitch Email……………………….……………………………..…..31
Social Media Calendar………………………………..……………………..33
Social Media Mockups ……………………………………....……………..34
Premiere Event………..……………..…………….…………...…………....41
Premiere Event Graphics..…….…………………………………………….42

Meet the Team

 1

Claire Ortiz is a senior at Kennesaw State University with a major in Public Relations and a
minor in Spanish. She is set to graduate December of 2018 and will be pursuing a career in
Marketing, Public Relations, and/or Events. Claire is currently a marketing intern at Infinite
Energy Center.

Kemiah Bundrage is a senior Kennesaw State University and will be graduating with a degree
in Public Relations and a minor in Marketing in May of 2019. After graduating she would like to
pursue a career in Marketing or Public Relations for a agency and eventually have her own
Public Relations Firm.

Brandon Ward is a senior at Kennesaw State University and will be graduating December of
2018 with a degree in Public Relations and a certificate in Music and Entertainment Business
from the Joel A. Katz from the Music and Entertainment Business Program and will be pursuing
a career in Music and Entertainment business.
 2

Reilly Turner is a senior at Kennesaw State University with a major in Public Relations. She is
set to graduate December of 2018, and will be pursuing a career in Public Relations, and/or
Events. Reilly is currently an intern with North Point Ministries.

Lana Arpin is a senior at Kennesaw State University with a focus in Public Relations. She has
an anticipated graduation date set for December of 2018. She will be pursuing a career in
Marketing and Sales come the new year.
 3

Primary Research

The primary research consisted of an anonymous nine question survey. This survey was
created using Survey Monkey, and consisted of multiple choice and fill in the blank questions.
There was a total of 72 responses, and the average time spent on this survey was slightly under
three minutes. The survey was shared through social media outlets, and email.

Question 1:

The link in the survey is a video from HIBM, that participants were asked to watched. It is only
about a two minute clip, but this is where we get our first appearance from Cara. Combining the
two categories, “Very Likely” and “Likely”, almost 78% of people would watch this film.
 4

Question 2:

Some of the answers were:

- Hope.
- She is brave.
- Courageous woman who wants to live her life to the fullest.
- It’s amazing how much passion people have.
- Would I ever be brave enough to do something like what she is doing?
- I felt that this young woman is brave and would never give up.
- Wanting to see her outcome.
- It looks like an emotional story highlighting the struggles and triumphs of someone
battling a life altering disease.
- Very interesting. I wanted to know more about her condition.
- Living a life of constant challenges.
- Very inspiring and emotional.
- That quote at the end. About how a disease can shape you future but she defines her
legacy. How must of us take our health for granted.
- I want to know more of her story.
- I really like that outdoors & being in water helps her to stay active & productive that
society, especially the areas I live around, aren’t exactly accessible to everyone who may
or may not be able to use their legs or have some disabilities.
- Very nice how people help others who are hurting in someway to have such beautiful
experiences with nature.
- Brave woman. Beautiful scenery.
- I wanted to find out what her daily life is.
- I could learn something about what she was facing and see an amazing journey.
Question 3:
 5

With the majority of the participants knowing someone with a disability, this could lead them to
watch the documentary.

Question 4:
 6

The participants who have participated in any volunteer work for people with disabilities may be
more likely to watch this film, than those who have not.

Question 5:
 7

This question was asked to understand the thought process of the participants. With only three
response saying they are not likely to watch this film, we believe that the majority of the
participants would watch the film.
 8

Question 6:

With streaming outweighing cable, the documentary should go onto a streaming service after the
premiere. This makes the documentary more accessible to audiences all around the United
States.
 9

Question 7:

With only one participant being under 18, the remaining results are the primary, and secondary
audience age range. The primary audience age range is around 30 years old, with the secondary
audience age range being around mid-20’s. This targets adults and college students.
 10

Question 8:

The primary audience gender is female, and the secondary is male. With Cara being a woman, a
female audience may relate to her more than a male audience.
 11

Question 9:

This question was asked in order to get remaining demographic information about the
participants. Ethnicity isn’t really a factor towards the primary and secondary audience, but with
75% of the participants being white, there is little diversity.
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Secondary Research
Mission
The mission is to promote the film and to present it as a film about overcoming hardships
and witnesses of others overcoming hardships.

History
Cara Yar Khan is a career humanitarian who happens to suffer from a rare form of
muscular dystrophy, Hereditary Inclusion Body Myopathy (HIBM). In this film, Cara will
candidly share her most raw and intimate thoughts and feelings about her unexpected life
working around the world with the United Nations and living with a debilitating disease which
for all its struggles, led Cara to her calling to serve as a voice for people with disabilities.

Poised at the South Rim of the Grand Canyon, Cara and her husband John, along with an
award winning entourage of film producers, wranglers and white water rafters, began a 12-day
expedition striding on horseback as they descended 5,000 feet of vertical loose terrain into the
country’s deepest canyons. Three days later when they entered the heart of the Inner Gorge, they
encountered the Colorado River, America’s lifeblood of the West. Here where the water meets
the rocks, Cara dismounted from her saddle and set off by raft, for 8 days navigating over 150
miles of the United States’ biggest white water rapids. Throughout this journey, in a harsh and
unforgiving wilderness, the expedition challenged and highlighted the integrity of the human
spirit, contrasted and framed by the majesty and grandeur of this Natural Wonder.
(PrincessRising.com)
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SWOT/Situational Analysis
Strengths

HIBM encompasses adventure, courage, and hardships into a captivating story that compels a
large audience. Cara also serves as a relatable face for the campaign. She is personable,
beautiful, and well spoken. Lastly, the story can generate a large support system. A success story
of a likable woman with a disability overcoming obstacles can generate support from multiple
audiences.

Weaknesses

Unfortunately, the documentary still needs funding for production and post-production.
Therefore we can only speculate the remaining strategies and tactics in this campaign.

Opportunities

Because HIBM is independent it gives Cara control of the message. The film also can be
promoted and will attract a wide audience via social media. Social media gives HIBM the
opportunity build a lasting fan base. Cara’s attractive appearance and personality also creates
potential for promoting HIBM through guest appearances via television and radio shows.

Threats

With the documentary not having much funding, it is limited on how much can be spent on paid
promotion and advertising.

Demographics of Survey Participants

https://disabilitycompendium.org/sites/default/files/user-uploads/2016_AnnualReport.pdf
● 34.9% of people with disabilities in the U.S. ages 16-64 living in the community were
employed.
● The median earnings of US civilians with disabilities ages 16 and over was $21,572,
about two-thirds of the median earnings of people without ($31,874)
 14

● The state with the lowest percentage of people with disabilities in 2015 was Utah at
9.9%; the state with the highest percentage of people with disabilities, West Virginia, was
almost twice as high with a percentage of 19.4%

● Rates of disability increase with age. In the US in 2015, less than 1.0% of the under 5
years old population had a disability. For those ages 5-17, the rate was 5.4%. For ages 18-
64, the rate was 10.5%. For people ages 65 and older, 35.4% had a disability.
● There is state variation in the rates of employment for people with disabilities, from a
high of 57.1% in Wyoming to a low of 25.4% in West Virginia; for people without
disabilities, state employment rates ranged from a high of 83.8% in Minnesota to a low of
70.1% in Mississippi.

http://www.omdc.on.ca/Assets/Research/Research+Reports/Learning+from+Documentary+Audi
ences/Learning+from+Documentary+Audiences+A+Market+Study.pdf
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● 95% At home
● 83% In a movie theatre during a film festival
● 70% In a movie theatre
● 27% When travelling (planes, trains, etc.)
● 10% In a classroom or educational setting
● 4% Other
● 62% of all respondents said they watch documentaries at least twice per month. A higher
proportion of older viewers watch documentaries at least twice per month.
● Over 83% of respondents who said they watch documentaries at least twice per month
also attended a live performing arts event, as compared to only 62 per cent of those who
said they rarely watch documentaries (once per year).
● Similarly, over 89% of respondents who said they watch at least twice per month also
indicated they visited an art gallery or museum in the past year, as compared to 65% of
those who said they rarely watch docs (once per year).
● Frequent documentary viewers are also greater consumers of digital publications. Sixty-
four per cent of respondents who indicated they watch documentaries at least twice per
month also said they read a book or magazine online or on a tablet, as compared to only
35 per cent of those who said they rarely watch documentaries (once per year).
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Goals
• Promote and spread awareness of the film.
• Premiere the film at Coca-Cola Roxy.
• Submit film to other film festivals.
• Have film premiere at multiple film festivals.

Audiences
Based on our primary and secondary research, this is a general list of who we suggest as
targets for an audience for the documentary.

Primary
- Female, 30’s, Working, Single or Married, Shareable with Kids
- People with disabilities/Caretakers
- People who enjoy documentaries
 17

- Adventure seeker
- Want to learn more about life

Secondary
- Politicians
- People who view nature documentaries

Phase I: Pre-Premiere Objectives

1. Maximize publicity around the premiere of the documentary by utilizing social media
outlets.
2. Maximize publicity that promotes Cara around the film by speaking at events.
3. Book the premiere event at Coca-Cola Roxy.
Strategies and Tactics
1. Have an ongoing media campaign up until premiere. (supports objective 1 and 2)
a. Pitch to national and regional morning shows: Good Morning America and
Atlanta and Company
i. Reach out to national broadcast stations
ii. Reach out to local broadcast stations
b. Radio shows, for example Q100, podcasts for example “Making Bold Moves”,
c. Disability organization’s media, disability film festivals for example, “Lives
Worth Living”
2. Explore other festivals for premiere. (supports objective 1 and 2)
a. Research other festivals: Toronto Film Festival, Canada Independent Film
Festival, Atlanta Film Festival, LA Film Festivals
b. Submit the documentary to those festivals.
3. Social media campaign (supports objectives 1,2 and 3)
a. Increase organic followers on Instagram account by 500 by premiere of the film
b. Increase number of impressions on posts by 300 impressions by premiere of the
film
c. Maintain an organic growth of 50 followers a month for a total of 600 followers
12 months after the premiere of the documentary.
d. Place sponsorship graphics across social media platforms
 18

4. Set up a speaker’s bureau for Cara ( supports objectives 1 and 2)

a. Find motivational speaking conferences to continue buzz around the documentary
and Cara.
b. Locate disability organizations to partner with Cara and provide her with support.
i. Contact Disability and Media Alliance Project — Brings together the
disability community and the media industry to promote accurate
representation of people with disabilities and to eliminate disability
stereotypes and misinformation in news, television, films, and other
media.
ii. Contact Incight — A non-profit that aims to eliminate stigma associated
with disability and expand inclusion by helping students and jobseekers in
particular
c. Create promotional material for the audience for example, flyers
5. Print media campaign ( supports objectives 1, 2 and 3)
a. Magazine advertisements
b. Brochure/flyer handout for audiences
c. Ads in the local newspaper
Phase II: Premiere Objectives

1. Have the documentary, partnered with a sponsor and/or disability organization, premiere
at the Coca-Cola Roxy as a charity dinner and screening.
Strategies and Tactics

1. Partner with a disability organization to host a charity dinner and premiere of HIBM at

the Coca-Cola Roxy theatre. Donations and entry fees will be donated to a charity.

a. Raise a total of $75,000 for the charity of choice.

2. Sample run of show for premiere at Coca-Cola Roxy.

a. 5 p.m. Doors open for the event.

b. 6 p.m. Dinner is served to attendees.

c. 7 p.m. A donor or representative from a disability organization gives a short

introduction speech to the documentary.

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d. 7:15 p.m. Premiere HIBM.

e. 8:45 P.m. Cara gives ending speech after HIBM is over.

f. 9:30 p.m. Everyone leaves.

Phase III: Post Premiere Objectives

1. Send thank you notes to everyone who attended premiere.
2. Maintain media buzz to support other opportunities for the documentary by going on a
radio tour, making appearances on morning shows, and keeping social media updated.
3. Analyze reviews of film.
4. Submit the documentary to multiple film festivals.
Strategies and Tactics
1. Send thank you notes to every attende.

a. Use thank you note template.

b. Can either email thank you notes or send them in the mail.

2. Have an ongoing media campaign after film has made its debut. (supports objective 1)
a. Pitch to national and regional morning shows
b. Contact Good Morning America
c. Contact Atlanta and Company
i. Reach out to national and local broadcast stations
d. Promote film to radio shows, for example Q100, podcasts for example “Making
Bold Moves”,
e. Reach out to disability organizations’ media, disability film festivals for example,
“Lives Worth Living”
3. Find an address reviews from critics.

a. Analyze what critics are saying about the film.

b. Take statements from reviews and use them when advertising the film.
4. Submit the documentary to other film festivals. Have the film accepted to at least 2 film
festivals 4 months after the premiere.
a. Look up requirements for other film festivals
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b. Film festivals to apply to:

i. SXSW
ii. Atlanta Film Festival

Cara’s Bio
Cara Yar Kahn is working to finish her documentary HIBM (Her Inescapable Brave
Mission).Born in India and raised in Canada, began her international career in 2001 Quito,
Ecuador in with the United Nations World Food Programme (WFP) during which time she also
served on the Board of the Canadian Ecuadorian Chamber of Commerce. Cara’s international
career then reached into the private sector for three years as a senior manager of corporate
communications and government relations for Dell Inc. in Panama and then as a private
consultant in China. In 2007 Cara joined the United Nations Children’s Fund (UNICEF) Angola
as a Fundraising Officer who specialized in working with the Extractive Industries. Cara’s
experience with multi-million corporate partnerships led to a year with UNICEF China to
support the Sichuan Earthquake Emergency Response, followed by UNICEF assignments in
Madagascar, Mozambique, Thailand and finally Haiti where she served as the Resource
Mobilization Specialist and Disability Focal Point for two years after the devastating 2010
Earthquake.

In 2013 Cara moved to the USA as a UNICEF Child Protection Specialist spending most
of her time as a spokesperson and international program advisor to the US Fund for UNICEF.
Today Cara is the founder of her own consulting firm that serves local and international charities
and corporations striving for sustainable and impactful social responsibility.

Cara holds a B.A. degree in International Development from the University of Guelph,
Canada and a Masters in International Public Policy (MIPP) from John Hopkins School of
Advanced International Studies (SAIS), Bologna, Italy.
Porsche North America and the National Center for Civil and Human Rights, awarded
Cara the 2015 Driving Force Award which recognizes women who exemplify the spirit of
activism and community engagement at the local and/ or global level.
Cara E. Yar Khan has been recognized as an Outstanding Voice for Diversity & Inclusion
for her efforts to make Atlanta an inclusive city for its residents with disabilities
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Fact Sheet

About
HIBM (Her Inescapable Brave Mission) was filmed in April 2018. Cara Yar Kahn, her husband,
and a team of Grand Canyon guides set out on a mission to conquer the 2,000 miles of hike and
kayak in the Grand Canyon.

Director: Elettra Fiumi- is a NY-based Florentine-American director and founder of Fiumi

Studios. Her documentaries focus on intimate profiles that explore themes of discovery, creation
and sense of place.

Producer: John Masters (more info on John Masters)

Problem: Cara Yar Kahn decides to travel through the Grand Canyon despite having HIBM
(Hereditary inclusion body myopathies).

Solution: Cara is able to use a wild mustang and a group of helpful guides to help her complete
her journey through the Grand Canyon.

Contact Cara Yar Kahn:

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Sample Press Releases

(General Press Release of the Premiere)

CONTACT INFORMATION:
(Film Name)
(Contact Name)
(Phone Number)
(E-mail Address)

RELEASE DATE:
(Date)

FOR IMMEDIATE RELEASE

HIBM (HER INESCAPABLE BRAVE MISSION) DOCUMENTARY FILM TO
PREMIERE AT (INSERT PREMIERE LOCATION)

(CITY,STATE, Month Date) The documentary Her Inescapable Brave Mission (HIBM) is set
to premiere at (insert premiere location) in the category (insert documentary category).

HIBM star Cara Yar Khan has a rare form of muscular dystrophy known as HIBM, which leads
to the loss of the ability to walk. The documentary was filmed in the Grand Canyon in April
2018 and shows Cara overcoming her disease by hiking the treacherous terrain in the Grand
Canyon and traveled 200 miles, four days on horseback and another eight days on a raft. During
this film, you watch as several guides witness Cara’s struggle to go through the Grand Canyon
and how it is equally as tough for those guides.

Yar Kahn is a former fundraising officer for UNICEF who was recently recognized as an
Outstanding Voice for Diversity & Inclusion for her efforts to make Atlanta an inclusive city for
its residents with disabilities

(Boilerplate)HBIM (Her Inescapable Brave Mission) is a documentary film starring Cara Yar
Khan, her husband, and several guides through the Grand Canyon. During this long 50 mile hike
and kayak through the river, you witness the strength Cara has and see how witnessing people
overcoming hardships.
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###

Sample Pitch Email

Sample Pitch Email to Morning Shows about Cara:
 24

Hello!
My name is Cara Elizabeth Yar Khan, and I am the executive producer of an independent
film documentary, HIBM: Her Inescapable Brave Mission. I have a rare form of muscular
dystrophy that is a progressive disease with no cure. I consider myself a humanitarian, and my
mission is to inspire individuals to reach new heights and push themselves to new limits.

Did you know that __% of a target audience watches documentaries frequently? (edit for show
specifics). HIBM is a documentary that chronicles my journey on a rim-to-rim adventure through
the Grand Canyon. This film helps break the stigma of people living with a disability and helps
others find the courage and inspiration to hurtle their own obstacles.

As a guest on your show, I would propose discussing the following key points:
- My background and journey to where I am today
- Simple strategies to start living a life of passion
- First steps and methods to becoming a better you

I am a well-spoken individual with experience in public speaking. I can assure you that our time
together will be well-spent and focused on delivering a valuable message to your audience. I
would be happy to provide you with sample clips from the film as well.

Thank you very much for your consideration. I look forward to hearing from you!

Warmest regards,
Cara Elizabeth Yar Khan
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(Insert Princess Rising Logo Here)

HIBM: Social Media Calendar

Social media is a useful tool to keep the film’s audiences engaged and up-to-date during
the film’s production and post-production. The goal is to educate audiences on the status of the
film while including visually stimulating materials. We recommend focusing efforts on the three
main platforms: Facebook, Instagram, and Twitter.
 26

Facebook has over a billion daily users and gives an opportunity to build a large and
lasting fan base. Facebook is primarily used for promotional materials and longer text-based
stories. Promoters should use this platform to share the stories of team members, inspirational
texts, quotes, and video clips as well as updates on the film’s progress. Promoters should use
Facebook as an outlet to build a brand and create a voice for the documentary and Cara’s
public persona. They should only post to Facebook when they have something interesting to
say. Liking, commenting, and sharing relevant material will boost attention for the page. Posting
as little as one to two times a week is okay for the Facebook platform. However, set aside a
$500-$1000 budget for Facebook ads and sponsorships to boost buzz for the film before the
premiere.

Instagram is a visual platform attracting a younger audience. Use this as a creative outlet
and challenge yourself to create a visual brand for the film. HIBM is a film full of captivating
visuals. The Grand Canyon is one of America’s greatest treasures. Your team should aim for an
audience that appreciates the beautiful challenges and serenity that our world creates. They
should focus on a color scheme or certain filter that complements the visuals. Warm colors are
a great choice for HIBM as it will pull out the beauty in the Canyon’s red clay and contrast
against the blue rapids. Instagram is a valuable platform to expand the audience and reach a
younger more adventurous audience that will draw inspiration from the ambitious journey of
HIBM.

Twitter has over 300 million active monthly users and attracts a diverse age range.
However, building traction within this platform can be difficult. Promoters should follow users
who are connected to the film in hopes to receive a follow back. Don’t worry so much about
branding the Twitter for the film but as a way to show Cara’s personality and passion to inspire
and help others. They can post to Twitter as much as they want and use this as an opportunity
to get involved in conversations with the public. Retweeting related material is also a great way
to build traction and a follower count.

Make certain the profile, bio, about me section, etc. are up to date with the latest status
of the film. A team member should be appointed to snap photos whenever possible to use as
content along the way. Include inspirational materials and show the personality of Cara as she
is the focal point of the story and will be the primary selling point of the film. Closer to the
premiere, highlight on guest appearances, upcoming events and photos from event. Engage the
audience and excite them with HIBM’s next steps.

Social media is valuable asset to building an audience and creating buzz for the film.
Don’t forget to include taglines and hashtags across platforms, this is a great tool to use to
spread the films name and gain attention.

Taglines:
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#HIBM #documentary #hiking #rafting #horseback #SaddleUp #environment #environ

#grandcanyon #inspiration #disabilities #disabled #DisabledLife #motivation
#inspirationalquotes #keepsmiling #adventure #believeinyourself #NoMoreExcuses
#Nevergiveup #LifeGoesOn #DisabilityAwareness #DisabilityAdvocate #DisbalityTravel
#TravelGram #TravelPhotography #naturelover #naturephotography #film #filmaking
#filmproducer #filmcrew #filmproduction #filmcommunity #documentarynow
#grandcanyonsouthrim #grandcanyonrafting #nationalpark #grandcanyonwest

Brainstorm ideas

- Personal stories

- Meet the team

- Disabled efforts

- Behind the Scenes

- Nature shots

- Promotional videos

- Premiere dates

- Cara appearances