Social Media Marketing & Content Creation

The  Grand  Cinema

I absolutely loved working with The Grand Cinema team. The atmosphere and marketing goals were right in line with community and culture, and the ever changing film lineup meant I was constantly working with fresh materials and potential audiences. The position required a large amount of research, each film requiring its own, which was used to inform paid media segments and provided me with the opportunity to hone in the craft of creating paid advertising audiences and content.

Social media marketing strategy.

the first thing that needed to happen was to shift away from copy and paste content.

For content creation purposes it was significantly easier to use the pre-existing content sent out by the movie companies and film reviews. In certain cases this approach was applicable being that the cycle of movies was unpredictable and the advertising had hard deadlines for posting. With that said, I used the opportunity to help unify the content through brand based imagery, artistic style, and voice. In this manner the content was approachable by multiple audiences, built relationships through a sense of belongingness and familiarity, and engaged the brand advocates throughout the community in a nonintrusive manner. Oh, that and I had a blast designing ads for the independent films I was “forced” to watch (lol).

The
research

  • Probably the most important portion of research was to physically sit in on the viewings. It can be difficult pinning down the potential audience segments without knowing the film. Art house films often have vague and purposefully obscure descriptions and synopses that help little in the way of content marketing. Using selling points also tends to lead to impersonal advertisements. Getting to watch the films wasn’t bad either.

  • Representing nearly ever genre of film the movies being shown often had dramatically different audiences. Finding a way to reach the individual niche segments was challenging and required connecting the content with the crowd with the highest interest, but more importantly connecting the content with those most likely to purchase tickets - for now playing features, and for those to come.

  • Earned marketing refers to the content marketing within social channels wherein the audience and delivery is carefully mapped and directly targeted at specific audience clusters and their places of natural digital aggregation.

    Paid marketing in the social channels is easier to target larger groups of individuals with the direct intention of generating click through and sales. Creating audience segments in paid channels uses the general knowledge of earned research to leverage the tools and data within the paid marketing systems.

  • beause of artistic crowd and films the visual representation needed to be a focal point of the content

Content Creation, where the fun begins.

Visual content is a place of blooming creativity, it allows me to use my artistic background and knowledge of software to create one of a kind brand based imagery. I primarily work with Figma and Gimp because of the flexibility inside the systems, allowing me to create visual aids and style guides, content and image alterations, all the way up to fully fleshed out UI and website designs. The intuitive nature of the program and the ability to share and work live as a team makes it my favorite place to start the design process.

  • Studio Ghibli

  • Cult Classics

  • Arthouse

  • film festivals

  • Independent Biopics

  • Oscar parties / live events

Unified content also refers directly to format. With each media source comes a variety of formatting options that are constantly changing, yet begging to be used. Maintaining standards in size, key words, and character counts allows for content to fluidly move from one platform to another, reducing the workload and creating balanced and easily recognized posts. Consistency here is the key to building a sense of connectedness and trust between the brand and its consumers.