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Table of ContentsExecutive SummaryExecutive SummaryExecutive SummaryExecutive SummaryExecutive SummaryExecutive SummaryExecutive SummaryExecutive Summary
Executive Summary Heaven’s Rain is a Christian-inspired film based on true events experienced by producer, Brooks Douglass and his sister, Leslie Douglass. Although the film did not have a nationwide theatrical release, Brooks and his colleagues have had some success marketing the film to different organizations. However, from our research we realized that Heaven’s Rain lacked a clearly defined model for promotion.
While searching for a new plan to market Heaven’s Rain, we discovered various hindrances that would need to be overcome in order to be successful. One main one is the common misconceptions perceived by consumers when it comes to “faith-based” types of films. Another is the overall lack of awareness the film held. This led us to developing an advertising campaign that would address the concerns of consumers, while also offering them a model for future entertainment endeavors.
In coming up with a plan, we defined the target market as regular church attendees, ages 18-45, that enjoy Christian entertainment. We also determined that the key benefit these consumers would gain from seeing the film would be the lessons they learn and the inspiration they get from it. Therefore, our big idea is “One person’s truth can inspire another person’s choices.”
We have created a plan to kick off a movie tour that delivers Heaven’s Rain directly to those consumers who would most benefit from the Douglass’s story. The “Choices Tour” will connect directly with the audience most likely to benefit from the film and most interested in hearing Brooks speak. Our goal is to inspire audiences to make choices that will lead them in the right direction in life.
Research`
1. True story/Personal Experience2. Management: Dedicated/Hardworking3.Communication: Connections from past4. Pricing: inexpensive
1. Operational: No set goals/Make it up as you go 2. Experience: Lack of knowledge3. Distribution: minimal4. Financial: limited budget
1. Demographic: reach new people2. Management: increase business and implement plans3. Experience: Hire/consult others to gain knowledge4. Financial: gain sponsorship5. Distribution: increase market and outlets
1. Stereotype: Christian movie2. Market: Large production companies/blockbusters 3. Other forms of entertainment
Strengths
Weaknesses
Opportunities
Threats
?
“Ann
oyin
g
”“Movies meant to deliver a message rather than
entertain”“Cheesy”
“Old”
“Cor
ny”
”boring”
When you think of faith-based movies, what comes to
mind?
Situational Analysis
Target Market
Lives in Bible Belt
Ages 16-45
Church Member &
FriendsAttends church functionsEnjoys Christian Entertainment
Lives in Bible Belt
Company
•Heaven’s Rain, Brooks
Competition
•Blockbuster’s, Faith Based movies and other forms of Christian entertainment
Consu
mer
•Churches, Christians, Pastors, Assault Victims
Competition
Blockbusters: take away from sales
Stereotypes: hinder sales and desire to view movie
Strong presence and distribution
Financially stable
Strong experience
Sherwood Pictures• Trends: use church members as
actors• Segmentation: Christians and
churches• Trends: family faith-based themes• Segmentation: faith-based and
families
• Blockbusters: family films, wholesome and meaningful films. • Examples: Facing the Giants
Consumer
Provident/Integrity
Direct & Indirect Competition
RESEARCH
survey
Avoid heavily promoting “faith-based” aspect Poor reputation in the 18-25 age groupEmphasize the distinct differences from the stereotype of faith-based movies
Focus on:Better qualityReputable actorsStory line more dramatic and real, not cheesy, not overly religious
How Consumers See It
Many students claimed that going to see Heaven’s Rain would be like going to see any other movie in theaters Thought the movie to be thought provoking, intense, and an emotional experienceGoing to see its movie for its content rather than its actionWatching an inspirational story
Consumers Motivation
Consumers Insight
“People in the 18-25 age group are constantly learning, experiencing new things, and are influenced by other
people’s past and present experiences”
“Coming to terms with your past, murder, love, and heartbreak”
“Teaching, giving life lessons”
“Encouragement”
• “Fight for what you believe in”
“It could help by showing that even in times of unrest, faith prevails”
• “Inspirational”
“Could empower to forgive others and practice love”
Research
focus group
To
HOWSucceed
FreeChurchBroo
ksSocial MediaLove
Offering
Target Market
Objectives
Make it free
Show it in a Church
Have Brooks speak
Market it as a “True Story”
Utilize social media
What’s the big idea?
One person’s truth can inspire another person’s choices
Objectives
THE PLAN
HEAVEN’S RAIN
ON THE ROAD TO RENEWAL
Sponsored by
CHOICES TOUR
CHOICES TOUR
ON THE ROAD TO RENEWAL
Overview
CHOICES
TOUR
Step 1.
Sponsorship
CHOICES
TOUR
Step 2.
Locations
Greetingsfrom
CHOICES
TOUR
The bible
belt
Greetings
from
CHOICES
TOUR
Step 3.
Dates
CHOICES
TOUR
Step 4.
Attendance
CHOICES
TOUR
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