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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