Gig Harbor Film Festival’s main points of concern were two things: awareness and consistency. Despite having additional community driven events throughout the year, public visibility and online engagement with the organization outside of its cornerstone annual events was very low. Compound this with the influx of new volunteers and members as well as inconsistent social media publishing and the need to maintain a consistent aesthetic and voice regarding their marketing became apparent.
We developed Gig Harbor Film Festival’s Content Marketing Blueprint. This fully comprehensive document outlines every single aspect of the Gig Harbor Film Festival brand, from their logo design and official fonts/color palette to detailed guidelines for layout, photography, and editorial style. It also provides detailed profiles of potential patrons, providing insight into the cultural/communal makeup of Gig Harbor Film Festival’s potential patrons.
For their social media strategy, we developed content and a corresponding publishing calendar outlining where, when, and what content would be published on a weekly basis. This content was developed with the intention of highlighting local events, the organization’s website, and raising overall awareness of the organization’s community involvement prior to the annual festival. This served to keep engagement, activity, and reach consistent during their off season which in turn enabled it to perform much better during event season.
Gig Harbor Film Festival’s overall branding consistency and online awareness in the year leading up to their 2018 film festival improved drastically over the previous year. Their social media reach greatly increased, seeing their average Facebook reach go from nothing to 5000-10,000 people organically per month. This has made their boosted posts even more effective, allowing them to reach on average over 30,000 people monthly.
During the final leg of the promotion cycle for their 2018 Film Festival, Facebook showed a total reach of 32,569 people with 10,860 engagements between August 21, 2018 – September 17, 2018. This with the Content Marketing Blueprint have provided them a comprehensive framework within which the organization can effectively and consistently create content specifically tailored to their target audience.