CLIENT BRIEF

• Independent filmmaker, screenwriter, cinematographer,

producer, and director
• Experience in advertising, television, music videos, and films
• Director of “Once Upon a Time Pictures”
• Style: visual and based on real life situations, bringing out aspects
that Hollywood doesn’t normally showcase
• Goal: to achieve recognition at international film festivals
(Sundance and Cannes)
• Associate Lecturer of Screen Production at Murdoch University
• Enrolled in PhD program, with film Broken as part of this
 PROBLEMS OPPORTUNITIES
• Little to no online profile • Clean slate to build off of in a way that will be
beneficial for Damian
• Film festivals do not accept entries from people
with no public profile • No bad publicity to clean up

• Current online sites are confusing for perspective

supporters
 OVERVIEW OF ENTIRE CAMPAIGN
• CAMPAIGN LENGTH: • CAMPAIGN ASPECTS:
o 3 months (July, August, and September) • Movie mixer event at Murdoch University
o Release of Broken in October with Tavern after-party
• Heavy media promotion
• TARGET PUBLIC: o Facebook
o Murdoch University community, ages 18+ o IMDB
o Radio
o Instagram
o Twitter
o Revamp website
o Email newsletters
o Metior at Murdoch
 CAMPAIGN STRATEGY
To develop a strong community campaign for Damian Fasolo to gain public recognition in order
to achieve his goal of becoming more well-known and successfully enter his film into
international film festivals, such as Sundance and Cannes. By hosting a community event and
promoting Damian through social media, we will showcase his talent in the filming industry so
that he can be recognized for his work. The success of the campaign will be measured by the
attendance at the event, likes and page visits, and followers on social media accounts. We will
evaluate throughout the campaign by keeping an eye on the increase in traffic towards his
online presence. By number of sign-ups for emails and the increase in likes and followers after
the event, we hope to see an increase in his public profile. The campaign will run over a 3-
month span of July, August, and September.
 MOVIE MIXER EVENT
• OBJECTIVE: • EVENT DETAILS:
o at least 250-300 people in attendance • Food and Drinks:
o Raise at least $2,000 towards Damian’s film o Sausage sizzles and canned drinks
• DATE: o Veggie burger
o Thursday, 25 August 2016 • Films:
o 6:00- 8:30 PM o Student showcased work
• LOCATION: • Damian Fasolo’s Role:
o Murdoch University, Bush Court o Talk about his experience in the industry
• COSTS: o Talk about his film
o Tickets $10.00 including drink and sausage o Promote social media accounts
sizzle/ veggie burger o Q&A Session
o Talk about his love for teaching
 POTENTIAL SCHEDULE FOR MOVIE MIXER
TIME EVENT
5:00-5:30 Final set up

5:30-6:00 Guests arrival time and ticket purchase

6:00-7:00 Purchase food, music playing by sponsor radio, mingle time

7:00-7:45 Showcase 5 student short films

7:45-8:00 Damian’s talking time

8:00-9:00 Showcase 5 student short films

9:00-9:15 Student Testimonies

9:15-9:20 BROKEN Teaser Trailer

9:20-9:30 Question and Answers for Damian

9:30- Tavern closing After Party

 AFTER PARTY MIXER
• LOCATION:
o Murdoch University Tavern
o After movie mixer until closing

• ORGANISATION OF EVENT:
o Reserve side patio
o Wrist bands to know who is part of the event
o Beverage Tab

• DAMIAN’S OPPORTUNITY:
o Time to mix and mingle with the community
on a personal level
o Promotion for himself and his film
 MOVIE MIXER EVENT PROMOTION
• SOCIAL MEDIA: • PRINT RELEASES (event details):
• Facebook • Metior at Murdoch
o Movie Mixer Event page with links to • West Australian Newspaper
personal Facebook page • Poster Promotion around Murdoch University
• RADIO: • Perth Weekend Notes
• 6PR
o 15min interview
o Vocal promotions
• JOURNALISM STUDENTS:
• Invite to the event to give overview and
write for online publications
 MEDIA CAMPAIGN OBJECTIVES
• FACEBOOK:
o 200+ Likes on personal, Broken, and Once
Upon a Time Pictures pages by October 1
• IMDB and ONCE UPON A TIME PICTURES WEBSITE:
o 300+ views by October 1
o Increased web traffic
• INSTAGRAM:
o 250+ Likes by October 1
• TWITTER:
o 200 more Followers by October 1
• RADIO (96FM, RTR, 6PR):
o 96FM: over 24,000 FB Likes
o RTR: over 2,700 FB Likes
o 6PR: over 3,300 FB Likes
o Promotions will be effective online, as well
as the radio with crowds this large
• EMAIL:
o Reach at least 100 people through
newsletters
• #FOLLOWFASOLO
o Hashtag on all media accounts from
Damian for every post
o Hashtag on public posts to let us know
where they have learned about Damian
 MEDIA CAMPAIGN
• FACEBOOK: • RADIO (interview purposes):
• Personal Facebook page o 6PR
o Broken page o 96FM
o Once Upon A Time Pictures page o RTRFM
• IMDB: o Murdoch Radio
o Links to all talent • METIOR AT MURDOCH:
o Complete cinematography history o Follow-up stories and pictures about Damian,
o Photos of Damian including film updates and PhD process
o Update to ONLY ONE, delete unnecessary pages • EMAIL NEWSLETTERS:
• INSTAGRAM: o From event night sign-up sheet
o Post interview clips o Personal email from Damian at least fortnightly
o Photos of Damian, work, updates • WEBSITE: Once Upon A Time Pictures
• TWITTER: o Organized with filmography
o Daily tweets from personal accounts o Personal details as well
o Promotes personal interaction with public • #FOLLOWFASOLO
o Damian #FollowFasolo on every post
o Public #FollowFasolo on each post to let us know
where they have heard about Damian

July
• Create Facebook event
page and personal
Facebook page
• Create ONE IMDB page
• Update Instagram ,
Twitter, and existing
Facebook pages
• Contact Murdoch and
Tavern to plan event
• Contact Coles for food
• Heavy event advertising
through media outlets
• Film interviews with
Damian
TIMETABLE
August September October
• Social Media workshop • Heavy social media • BROKEN Release
for Damian advertising on all outlets
• Continue event • Increased radio
promotion through interviews
media outlets • Email newsletters at least
• Finalise all event details fortnightly, if not more
• Finalise event set up often
• Host Movie Mixer event
at Murdoch 25 August
• Host after party at Tavern
25 August
• Evaluate event
• Gather all sign ups for
email newsletters and
begin updates before 31
August
POSSIBLE PARTNERSHIPS
 Campaign Budget
Event Food and Drinks
$350.00

$900.00 Beverage Tab at Tavern

Event Promotion

$500.00
Media
$0.00

Sound Equipment, Tent Hire, Screen and

$500.00 Projector
$500.00 Social Media Workshop
 OUTCOMES
• POSSIBLE POSITIVE OUTCOMES:
o Large turnout at the movie mixer
o Damian gets the opportunity to mingle
with public.
o Exceed money predictions raised from
event
o Exceeding expected email sign-ups
o #FollowFasolo trends on social media
o Exceed like counts and expected website
traffic
• POSSIBLE NEGATIVE OUTCOMES:
o Small turnout at movie mixer and after
party
o The public is not engaged with the
campaign.
o Low amount of funding raised.
o Email sign-ups are not effective.
o #FollowFasolo is not trending.
o Like counts do not increase throughout
the last month after the event, leaving the
media campaign not effective.
 EVALUATIONS
• FORMATIVE:
o Are community events effective in grabbing the publics attention, even after the event is over?
o What is the average number of likes achieved through different social media outlets within a monthly period with
consecutive posts?
o How many posts does it take in order for a hashtag to start trending?
• MODERATION:
o Is the expected number of people at the movie mixer event?
o Are people engaging with the signup sheet for email updates?
o Are people posting about the event while it’s happening?
o Are Like counts, Follows, and views on media outlets increasing throughout the first and second month of the
campaign?
o After the event, are they increasing faster?
o Continuously check web analytics and social media insights to check public engagement.
• SUMMATIVE:
o How many followers on each media platform were achieved after the event was held?
o What percentage of people who viewed Damian’s profiles throughout the 3 months, actually “liked” or engaged with
the content?
o What is the number of times #FollowFasolo has been used?