Title: Illini Film Festival
-I wanted to make it clear that the College of Media was holding a film festival. I didn’t want the submissions to only be from the College of Media though so I made it the Illini film festival. It also makes it sound official and hopefully get students interested in participating.
Email Address: Illinifilmfestival@illinois.edu
Twitter Account: @illinifilmfestival
-I am proposing this name because I wanted to keep everything for this film festival consistent. It makes it easier for people to figure out what the Illini Film Festival is if I keep everything consistent. It will also reinforce the film festival and keep it fresh in their minds if they keep seeing the name over and over again.
Hashtag 1: #movielover
-I chose this hashtag because it is a film festival so most participants will be movie lovers. It’s a fun and easy way to get students interested in making their own videos especially when they see how many other movie lovers there are and are reminded how much they enjoy movies as well. This can be used early on to grab students’ attention.
Hashtag 2: #CollegeOfMedia
-The film festival will be lead by the College of Media so I wanted to get their name out to the public. It is important that the College of Media gets recognition for creating this film festival because it could get more undergrads interested in becoming a student within the College of Media (especially if they are freshman). This can be used throughout the entire process or more towards the end when more people are involved in the festival.
-The design needs to be consistent throughout all facets of the social media campaign. There needs to be a logo that will represent the film festival so that students can associate it with the film festival. It’s the same idea that brands all have logos that customers can associate the brand/product with. The logo could be the chief symbol that the University of Illinois uses. These features will make sure that the students know that all of these social media sites are associated with the same film festival. The Color scheme should be blue and orange which would tie the film festival to the University of Illinois and gives students something familiar and recognizable. The social media sites need to look up-to-date and “new” meaning it has a creative, yet intelligent feel to it. The videos and images on all of the sites should be consistent in showing students filming or working together having a good time. I think that the sites that can support video should also give an example video that previous students had made just so that students looking to make a video of their own have a broad idea of how the process works.
–I would utilize different voices to reach the two main targets of this film festival. I would have one voice for the professors and members of the community and another one for the students who would be participating/attending the event. Considering that these are two very different segments of the market, I think it would be wise to use two different voices to reach them and convince them to participate in the event. The voice for the students will be more upbeat and try to be more entertaining; it could provide clips of popular movies that students could relate to. This would get students interested and engaged and provide ideas for films to make. The voice for the professors and adults will be a lot simpler, straight to the point, and very informative. It will provide details of what the Illini Film Festival will entail, what they can expect and look forward to, and reinforce that it will be a fun event. This target market wants to be informed and have concrete details of what they can expect. No matter which audience is contributing to the film festival’s social media sites, I feel it is important to respond to them and show that the volunteers are highly involved. In terms of engaging in conversations that are not directly related to the film festival itself, I also think that it is important to take part in these conversations. The volunteers could also start discussions on the blog or on Facebook to foster conversation; if people get way off topic and aren’t talking about anything even remotely related to movies then I think the volunteers should back out of the conversation and let the users finish talking.
Key Performance Indicator:
Step 1: In order to keep track of the amount of quality submissions from University of Illinois students, I would use email as the KPI. I would make students email their completed video submissions to the film festival account using their university email account so that you can weed out submissions not from students. On top of that, you would also be able to get rid of any inappropriate videos or videos that are too long, etc.
Step 2: For step 2, a good KPI to use would be the number of people who liked the Illini Film Festival’s Facebook page. This shows whether or not a large number of people were interested enough to look at the Facebook page as well as to “like” it. At the same time, it will be important to use Twitter as a KPI; I would check to see how many followers the film festival’s twitter account had/how many times people re-tweeted the film festival’s tweets.
Step 3: This KPI will be based on the number of films uploaded to YouTube. This will tell the film festival committee how successful they were in getting students involved, more specifically, by participating by making a video. Another way to further measure the success of participation among students will be by checking the comments sections for the videos that are posted to YouTube; this will be able to show how much traffic was generated to the film festival’s YouTube page.