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Leadership Fauquier
Client
Year
- 2020
Services
- Brand Repositioning
- Branding & Strategy
- Consulting
- Creative
- Market Analytics
The Client:
Founded in 1980, the Virginia Film Office was started with the goal of bringing revenue into the state of Virginia through the film industry. They work with decision-makers involved in all medians; including films, television, documentaries, and commercials. Focused on increasing the film industries’ presence in Virginia, the Virginia Film Office also works to help stimulate the economy through bringing in new business. They market to potential filmmakers by showing them the advantages Virginia has to offer their production; including a variety of different filming landscapes, numerous historical locations, and unlimited resources. Whatever stage a production is in or whatever they need the film office is there to help.
The Ask:
Help the client position Virginia as a a premium destination for filming and creating content, while expand its operations and reposition themselves to solidify their future. Additionally, promote the film office as a resource for content creators of all level and in all phases of their content creating journeys.
Insight
Entertainment is a diverse, rapidly changing industry. It’s not enough to focus on film but instead, embrace content creation in all of its forms. Over the past few decades, the entertainment industry has steadily evolved and the content that’s getting created is being influenced by young creators. These creators are key to the industry and Virginia has a creative and collaborative environment to help the industry grow from within. By targeting young content creators the Virginia Film Office can build relationships with them and encourage the creators to stay and make content in Virginia.
The way and type of entertainment that's being consumed is changing and technology is leading that change. Through the utilization of technology, it will help the Virginia Film Office stand out from its competitors. There is a lack of uniqueness amongst other film offices as most of them focus on promoting their financial and geographical incentives to entice filmmakers. With the Virginia Film Office promoting themselves as a technologically advanced state, it can help them stand out from their competitors and attract creators who are looking for more than financial incentives, but want to work with cutting edge technology.
Strategy
Aid a new generation of storytellers in all forms of entertainment by showcasing the film offices’ technological prowess.
Positioning Statement
The Virginia Film Office is a pioneer in the entertainment field that all content creators can turn to for guidance.
Approach
With the content creation industry rapidly changing due to technology and the influence of young filmmakers, I knew I needed to create marketing materials that would highlight the film office's technological capabilities and position it as a valuable resource for all. To accomplish this goal, I formulated a brand revitalization plan that positioned the client as a cutting-edge entertainment agency, showcasing their innovative approach to collaborating with content creators. To accomplish this, I divided my marketing efforts into two components: promoting the film office to local creators, and showcasing Virginia as a highly advanced and technologically innovative state.
The first area I concentrated on was developing the local content creator community and establishing a network to support and promote the creators. This process involved using the film office's owned social channels to showcase the various types of entertainment created by the local community. Additionally, I created targeted social media posts to encourage and assist new content creators, positioning the film office as a support network. Finally, I suggested updating their website to include a section for emerging filmmakers, providing them with valuable information and reinforcing the film office's accessibility to all.
To highlight the film office's technological advancements and showcase Virginia as an ideal location for content creation, I created a VR press kit and a set of 360 photos. Additionally, I utilized the film office's digital channels, such as social media and their website, to showcase the state's attractions and feature interviews with actors and film crews who have previously worked with the office.
Objective
Establish the client as an essential partner for content creators. Formulate marketing campaigns that emphasize Virginia's beauty and technological innovation, positioning it as a premier destination for creators. Foster the expansion of the local industry and emerging talent, while also attracting established professionals to participate in projects within Virginia.
Social Media
YouTube
I wanted to utilize the film office's preexisting channels and as most people use YouTube to view content I found an opportunity to take advantage of that by promoting locally created content on the film offices channel. I expanded the film office's YouTube channel to include more playlists that each focus on the different types of content that Virginians are creating. Their channel also includes a playlist containing interviews, tips, advice and behind the scenes from new talent in the entertainment industry that the film office wants to spotlight to show the talent that Virginia has to offer to productions.
Through the use of their owned social channels like Instagram I created a series of posts promoting the Virginia Film Office's new strategy. Theses posts were designed to talk about the wonders of the state and what it and the film office has to offer productions.
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Virtual Reality (VR)
To increase awareness for what Virginia has to offer productions and to showcase the state as technology advanced I created VR locations that people can explore. The VR allows users to virtually location scout for their projects and experience the variety of locations Virginia has to offer. Users are also able to not just see the locations but, also move around to help them see where they could frame different shots.
In addition to the offerings of virtual tours, I created a press kit for the Virginia Film Office. Included in the press kit, I designed a virtual reality headset and a collection of 360 photos for the film office to send to different studios and content creators showcasing the state.
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Website
Following the client's brand refresh, it was crucial for me to align their website with these updates. I developed a set of pages aimed at educating film creators about the capabilities and knowledge of the office, while also encouraging their participation. Additionally, I integrated technology, including 360 tours, into the site to showcase the film office as a technology leader in their industry. Lastly, I updated the home page to draw attention to the changes on the site and improve information accessibility for users.
Results:
60%
Increase in brand awareness
40%
Increase engagement with the Client