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PR & Communications in a Digital World

Group Communications Plan

Lisa Hammerton

Stephanie Birch

Cara Heasman

Amy Lee

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Contents

Abstract 4

Introduction 5

Analysis 6

Audience 7

Key Messages 9

Strategy 10

Objectives 11

Tactics 12

Budget 14

Evaluation 15

References 16

Appendix

Appendix 1- Successful Paramount Campaigns 18

Appendix 2- Possible Facebook Posts 21

Appendix 3- Possible Twitter Posts 23

Appendix 4- Possible Blogger’s to Contact 24

Appendix 5- Cinema Questionnaire 25

Appendix 6- Timeline 26

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Abstract

This communications plan evaluates and amends a previous campaign plan for the cinema

release of movie franchise Mission Impossible- Ghost Protocol. It is evident that

improvements can be made to the previous report that can benefit the success of the

campaign, In particular, the creation of a viral video to be placed on YouTube. Online media

as a communication channel had not been mentioned within the previous report, however,

these are a useful took for raising awareness with audiences. Implications are that these

things will require more time, and therefore will use more of the budget, however, there is

still some budget left over if required in the future.

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Introduction

The report aims to identify suitable communication methods to create a “buzz” around the

release of the movie Mission Impossible- Ghost Protocol within a 6-8 week time period and

an estimated budget of £30,000.

Since the report was written, a new team has taken over the campaign. Each

communications platform mentioned in the previous report has been explored and

reviewed to assess which are most useful for communication and engagement with an

audience.

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Analysis

To develop the previous report, strengths and opportunities have been identified.

Strengths:

In-depth knowledge and identification of publics

Blogger engagement techniques

Relevant and specific audience partnerships (Relentless & Samsung Camera)

Opportunities for development:

SMART objectives & key messages

Build and expand upon the use of online media & YouTube

Create a viral video

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Audience

As previously suggested, the four primary target audiences are as follows. They have since

been positioned in order of importance:

Action Genre Fans:

Aged 16-34

Interests include the gym and high-speed cars

Virtual Community:

Aged 16-45

Avid user of social networking

Enjoys Gaming

Writes movie reviews on his blog

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Family:

Two parents

Two teenage boys aged 13 & 15

Have a disposable income

Like to do things as a family

Couples:

Aged 24-36

Go to cinema once a fortnight

(Orange Wednesdays)

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Key Messages

The ultimate goals of the strategy are to endorse the movie Mission Impossible- Ghost

Protocol. It is important that the communication methods and messages are appropriate for

each individual audience type. Audience specific key messages have now been identified in

order to present how their interests and reasons for watching the film are fulfilled.

Family:

To identify that Mission Impossible is “Exciting family entertainment” and that if they are a

fan of actors such as Tom Cruise, or enjoyed the previous Mission Impossible films, they are

sure to enjoy this one.

Couples:

Females can enjoy watching their favourite hunk Tom Cruise for a few hours, whilst the

male can enjoy the gadgets, girls and action.

Virtual Community:

The movie will be talked about on many blogs, online magazines and reviews therefore they

have the opportunity to share their own opinions.

Action Genre Fans:

The movie has outstanding special FX and high-energy action throughout. They can expect

the action in this instalment to be bigger and better than the previous films.

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Strategy

The campaign aims to reach a broad audience through a number of pathways such as:

Online media

Social media

Partnerships

Promotions

The campaign strategy is to implement a pro-active campaign using social media and online

components to reach the specified target audience.

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Objectives

These are the revised objectives:

To generate movie awareness using social media tools and reach 1000 followers

within the first 6 weeks of the campaign.

Drive traffic to the social media platforms throughout the duration of the campaign

using online media including online magazines, websites and blogs presenting access

links on each page.

To have 500 people watch the film having being influenced by social media by the 6

week campaign

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Tactics

Facebook

There will be a link on the profile page to the other online platforms and also the official

page in order to direct traffic. The competition will be promoted on Facebook via the

competition tab. The Relentless partnerships will remain the same as in the previous report

as will the Samsung partnership which provides the prize for the Facebook competition. A

new inclusion of a “Notes’ page will be added similar to that of Paranormal Activity (See

Appendix 1).

Twitter

A daily countdown of days until the movie is in cinemas is a useful tactic as it is a constant

reminder to followers of release. The twitter page should be interactive and make the

followers be proactive with conversations. Regular tweets should be placed with

recognisable connotations to the film, e.g. “Your Mission…Go and see #Mission Impossible”

to increase engagement and create a persona (See Appendix 3). The hash-tag should be

used when relevant to create ‘trends’. The Twitter account will also interact with other

online channels used within the campaign to integrate pathways and increase awareness.

Online Media

As a new inclusion, the release of the film will also be promoted through online media

websites specific to the audiences. This is another tool of directing traffic and creating a

buzz towards the film. Empire online is a forum where bloggers/ virtual community can

review and write opinions. Nuts Online has a film section which can feature Mission

Impossible as a ‘what’s hot’ release. This is suitable for the action genre fans.

YouTube

A viral video will be created to promote the film. The video will be uploaded onto YouTube

and later uploaded onto the Facebook and Twitter pages. The video will go viral due to the

childish humour and spoof of the action film genre.

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Blogger Outreach & Tumblr

The use of Tumblr will remain the same as in the previous report. However an added

technique of blogger engagement will be implemented by giving high ranked bloggers

access to images and exclusives for them to share. (See Appendix 4).

Guerilla Marketing

The ‘Top Secret’ idea will remain the same as the original report.

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Budget

As the campaign is digital, the budget is extremely value for money due to social media

being free.

With £11,700 left over from the previous report, the budget will be revised so that more

money goes into YouTube outreach due to the creation of the viral video. An extra 10 hours

@£100 per hour should be sufficient.

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Evaluation

Amended ways that the campaign can be evaluated include:

Likes/Comments on Social media platforms

Google Analytics – hits on website

Tone of coverage – Positive vs. negative coverage from bloggers

Survey in selected cinemas – watch film as a result of social media (See Appendix 5)

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References:

Family image

https://www.google.co.uk/search?hl=en&q=generic%20family&bav=on.2,or.r_gc.r_pw.r_cp.r_qf.,cf.

osb&biw=1366&bih=643&um=1&ie=UTF-8&tbm=isch&source=og&sa=N&tab=wi&ei=1tNgT-

6gFoa28QOu4ZXGBw

Couples image

http://www.google.co.uk/imgres?um=1&hl=en&biw=1366&bih=643&tbm=isch&tbnid=nusk28Y2jBP

xFM:&imgrefurl=http://www.zastavki.com/eng/Love/wallpaper-27948-

9.htm&docid=9pvOFfQJ_xIylM&imgurl=http://www.zastavki.com/pictures/1152x864/2011/Love_Ha

ppy_couple_027948_.jpg&w=1152&h=864&ei=jtRgT_OmEYGZ8QO2yrSmBw&zoom=1&iact=hc&vpx

=378&vpy=319&dur=963&hovh=194&hovw=259&tx=125&ty=107&sig=111891901655375186563&p

age=1&tbnh=125&tbnw=201&start=0&ndsp=20&ved=1t:429,r:8,s:0

Virtual community image

http://www.google.co.uk/imgres?um=1&hl=en&biw=1366&bih=643&tbm=isch&tbnid=LjTYPWOudF

zg-M:&imgrefurl=http://www.fastcompany.com/1731593/geek-pimpin-10-geeks-who-are-bringing-

sexy-

back&docid=J6DXEWLWalL5NM&imgurl=http://images.fastcompany.com/upload/Movie%252520Ge

ek.jpg&w=425&h=640&ei=fNVgT7LyEMig8QO_l_CZBw&zoom=1&iact=hc&vpx=1142&vpy=101&dur

=62&hovh=276&hovw=183&tx=155&ty=106&sig=111891901655375186563&page=3&tbnh=146&tb

nw=122&start=49&ndsp=28&ved=1t:429,r:20,s:49

Action fan

http://www.glamour.com/sex-love-

life/blogs/smitten/1215_dating_men_watching_tv_with_remote_sm.jpg

Article

http://www.abc.net.au/pm/content/2011/s3373366.htm

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Appendix

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APPENDIX 1- Successful Paramount Campaigns

Tin Tin has 803,000 likes on Facebook. Recent statuses include: promoting the

release of the film on DVD, images of characters and uploads relating to other

subjects such as film awards. They have written in different languages for a global

out reach. They try to appeal to other niche audiences e.g. Nail art.

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The official Footloose movie twitter page is immediately recognisable because of

the pictures in the background and the word “Footloose”. The twitter page is

very interactive with its 21,570 followers and responds to most tweets. The

persona is very friendly and energetic which is consistent with the style of the

movie.

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Paranormal Activity 3 is by far one of the most successful campaigns Paramount has done

due to it having 12.5 million likes. The way in which the page gained so many likes are: the

amount of media images they use, a notes section with all important information in one

place and video uploads. One particular tactic (found in the image below) is that if the

image is liked, it will unlock a video clip. This is very intriguing and would make the user

want to like it for pure curiosity. The theme of the page fits with the feel of the film,

therefore having spooky images throughout.

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APPENDIX 2- Possible Facebook Posts

Fun Fact Friday: Tom Cruise performed the sequence where Ethan Hunt scales the

outside of the Burj Khalifa tower WITHOUT the use of a stunt double.

What's the craziest thing you've dared to try?

If you could ask the stars of Mission: Impossible Ghost Protocol a question on the red

carpet...what would it be?

Which Mission: Impossible Ghost Protocol character said this line: "That's it. Next

time, I get to seduce the rich guy!"

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The first 100 comments unlock an image of this famous face!

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APPENDIX 3- Possible Twitter Posts

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APPENDIX 4- Possible Blogger’s to Contact

2 Sentence Movie Reviews - http://eddiebearmovies.tumblr.com/

http://abbylovesfilm.tumblr.com/

http://jimmybrunner.tumblr.com/

http://wellthatsyouropinionman.tumblr.com/

http://smellslikehollywood.tumblr.com/

http://thegoodfilms.tumblr.com/

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APPENDIX 5- Cinema Questionnaire

Question 1 How old are you?

1. Under 16 2. 17-25 3. 25-35 4. 35 and above

Question 2 What gender are you

1. Male 2. Female

Question 3 Circle all the Social networking sites that you have noticed Mission Impossible on

1. Facebook 2. Twitter 3. Tumblr 4. YouTube

Question 4 Have you noticed Mission Impossible on any of these online magazines? Circle as many as appropriate

1. Empire 2. Nuts 3. Heat online

Question 5 Who have you come to see the movie with today?

1. Alone 2. Family 3. Friend 4. Partner

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APPENDIX 6- Timeline

These new points are to be added to the previous timeline to include

the new tools and ideas being used.

Week 1

• Contact Bloggers & release Tumblr images.

• Create viral video

• Add "Notes" page to Facebook

Week 2

• Upload viral video to YouTube

• Post viral link to Facebook & Twitter pages

Week 3

• Contact selected cinemas about handing out the questionnaire

• Create questionnaire

End of Campaign

• Analyse questionnaire results to evaluate how successful social media has been within the campaign. (Measurement & Evaluation).