Femme Films: Increase Film Festival Submissions

Purpose – Increase Film Festival Submissions

Femme Films needs short film submissions for the first annual film festival held in April. Femme Films should increase film festival submissions by having female filmmakers that attend Atlanta colleges, upload their films’ trailers and behind the scenes content on Instagram with the hashtag #FemmeFilms.

Core Benefit – Increase in Funding

Femme Films can become a widely recognized group by increasing film festival submissions. This recognition growth will establish our legitimacy within the industry and increase funding from donors. Through this funding increase, we can fund more films and bring life to student female filmmakers’ visions.

Audience – College Female Filmmakers in Atlanta

Femme Film’s

The account does not have any followers, posts, and is not following any other users. This is a serious problem for Femme Films. Without an active social media presence, we will have difficulty connecting with our target audience.

User Generated Content Campaign

Femme Films should encourage their audience to upload trailers and behind the scenes content on Instagram. They should include the #femmefilms as a way to increase April’s film festival submissions.

1. Instagram is the most effective social media platform for Femme Films.

a. Femme Films already has an Instagram account that is inactive. A Michigan State University study showed that our target audience spends most of their daily time on Instagram, compared to other social media platforms (figure 2.) Film is a very self-expressive medium, and the same study shows that college students are most comfortable self-expressing on Instagram (figure 3.)

b. Instagram is the most used social media platform within our target audience. Using this social media platform will allow us to connect effectively with them.

2. Trailers and behind the scenes content are key for Femme Film’s social media

Korean researchers found a positive correlation between social media presence of film content and box office revenue. The more a trailer was shared and talked about on social media, the higher the box office revenue and audience turnout for the film. Also, researchers in Turkey found that the most common re-shared content from production companies were set photos (figure 4.) This shows that individuals want to see actors and crew members, not just the film.

b. Trailers and behind the scenes content that our target audience post, will increase the amount of people that are interested in attending or submitting work to the festival.

3. Hashtags, when paired with user-generated content, are an extremely effective marketing strategy.

a. Ipsos Millennial Social Influence Study shows user-generated content is 50% more trusted than other media (Bullas.) Femme Films is a new organization and we need user-generated content to build legitimacy. Italians researchers found that posting a consistent hashtag with a visual accompaniment, increased discussion around the topic (Furini.)

b. Hashtags will allow festival information to be a single click away in users’ Instagram feeds.