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INTEGRATED MARKETING COMMUNICATIONS PLAN

BY: MARIA SHEIKH

IMC Table of contents

1.0

Executive Summary

2.0

Promotion Opportunity Analysis

2.1

Communications Market Analysis

2.2

Competitive Analysis

2.3

Opportunity Analysis

10

2.4

Target Market Analysis

11

3.0

4.0

Corporate Strategies

14

3.1

Corporate Image Strategy

16

3.2

Brand Development Strategy

17

3.3

Brand Positioning Strategy

18

3.4

Public Relations Strategy

19

3.5

Evaluation

21

Integrated Marketing Communications Management

22

4.1

IMC Objectives

25

4.2

IMC Budget

26

4.3

Agency Selection

27

4.4

Internet Website

29

5.0

IMC Objective One Business to Business

33

5.1 Budget

36

5.2 IMC Methodologies- Business-to-Business

38

5.2.1 Advertising Goals

5.3

6.0

39

5.2.1.1 Advertising Budget

41

5.2.1.2 Creative Brief

42

5.2.1.3 Advertising Design

44

5.2.2 Business to Business Promotions

45

5.2.3 Personal Selling

46

5.2.4 Sponsorship Programs

48

5.2.5 Database Programs

49

Media Plan

51

5.3.1 Sample Media Schedules

52

IMC Objective two Distribution

53

6.1

Marketing Budget

56

6.2

IMC Methodologies- Distribution

58

6.2.1

6.3
7.0

8.0

9.0

Advertising Goals

59

6.2.1.1 Advertising Budget

61

6.2.1.2 Creative brief

62

6.2.1.3 Advertising Design

64

6.2.2

Trade Promotions

65

6.2.3

Personal Selling

66

6.2.4

Sponsorship Programs

68

Media Plan

69

Strategic Planning

70

7.1

Vision and Mission Statement

71

7.2

Goals and Objectives

72

7.3

SWOT Analysis

73

7.4

Marketing Mix Strategies

74

7.5

Industry Research

76

Corporate ID

78

8.1

Stationery set

79

Advertising Campaign

80

9.1

81

Print Ads

9.2

Television Story Board

83

9.3

Radio Script

85

9.4

Digital Media

86

9.5

Direct marketing

87

9.6

Press Release

88

1.0 Executive Summary

The Company: Stepping Stone Productions Inc, (SSP) was founded by Tas Salini in 1990. Salini
is a writer, director with over 20 years of industry experience. He came to film through teaching
photography, video and film production in England, Austria and now in the United States.
SSP has been producing high-end video and film projects for the broadcast and theatrical
industries in the United States and for the international markets since 1990. The company has
produced music videos that have aired on major national and international channels worldwide.
The company has also produced several critically acclaimed documentaries. In 2007 the company
entered the world of motion pictures and produced a crowd pleasing romantic comedy entitled
Gringo Wedding. The picture was released theatrically in the USA, Puerto Rico and Colombia. It
has been released in the DVD format in the summer of 2009. SSP is currently involved in
developing two motion pictures, a television show and is also producing music videos for various
artists.
Products and Services: SSP produces innovative music videos, corporate videos, documentaries
and feature motion pictures at affordable prices for major corporations.
Target Market: SSP is a media production company providing media content to its clients that
includes executive producers, producers, small to medium size business. The company is in the
service business model or category.
Future Growth and Goals: While the company maintains a corporate image of a producer of high
caliber, high visibility projects such as motion pictures, documentaries, music videos, it will
continue to aggressively pursue the corporate video business segment. This segment is projected
to grow rapidly over the next five years as the US economy turns around. Our goal is to increase
our share of production in the corporate videos through an integrated marketing communications
program that will cover advertising, trade shows, direct telemarketing and sponsorships.
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Further, the company will continue its success in the motion picture industry as it embarks in the
development of a couple of screenplays and seek to create a television show.

2.0 Promotion Opportunity Analysis

Stepping Stone Productions, Inc. has been producing high-end video and film projects for the
broadcast and theatrical industries in the United States and for the international markets since
1990. Our primary marketing strategy is to take on high-end projects with high visibility in the
broadcast and film industry and as the same time use that credibility and track record to entice
corporate clients that seek high quality projects with a touch of innovation and professionalism. We
want to ensure that our corporate clients get the correct information about our company and the
scope of work we do. For this purpose we send e-mail promotions and direct traffic to our website
where prospective clients who have the budget can see our demos and contact us for their
projects.
Our main products include music videos that have aired on MTV (USA), MTV Espanol, MTV
Europe, BET, VH1, Puma TV, MTV3s and hosts of broadcast, cable and satellite channels
worldwide. Also within the main product category are the corporate videos produced for clients that
include The Aviation Authority, Broward County, Ft. Lauderdale International Boat Show, and
Singer Architect among others.
Further the company has produced documentaries for Atlantic Music Group, Warner Bros (US and
Sweden) Dino Music (Germany) that have reached a wide audience here in the States and
internationally.
In 2007 the company entered the world of motion pictures and produced a crowd pleasing romantic
comedy entitled Gringo Wedding. The film was shown at several major international film festivals
and won prestigious awards such as Independent Spirit Award, Audience Award for Best Picture
among others. The picture was released theatrically in the USA, Puerto Rico and Colombia. It has
been released in the DVD format in late spring of 2009.

Our pricing strategy is at mid to high level in the music videos and corporate videos as far as the
industry is concerned. This correlates with our philosophy of high quality high value and
naturally high quality does cost more. Therefore clients with the right budget are targeted, and we
avoid mass marketing, as it does not suit our strategy.
Our distribution strategy is to attract the right distributor who understands our project and can
bring it out in the market place. For Gringo Wedding Univision Home Entertainment is the right
partner as they understand the Hispanic and crossover market very well. For Pan Am Story we
sought our PBS and they liked our documentary and included it in their programming for a number
of years. Then we found a documentary distributor/reseller who sold the documentary in the US,
Canada and other international markets. Raps Most Wanted and Inner Circle: A 20 Year Journey
were distributed by Atlantic Music Group, and Warner Bros. respectively.
SSPs promotions for corporate videos are focused on the executives in mid-range businesses
who take decisions and owners of small businesses who decide on a production company for their
media needs. For the music videos we focus on the A & R directors at major music labels and
marketing and promotions directors or VPs at smaller, independent labels. We reach these
executives through direct telemarketing, via e-mails, and through internet.

2.1 Communication Analysis

This industry comprises establishments primarily engaged in producing, or producing and
distributing videos, motion pictures, television programs, or television commercials and corporate
videos. So this field has a very extensive visual and audio content geared toward a wide audience.
The nature of this business offers very good opportunities to use many channels of marketing
communication in order to reach the target groups:
Online Directory Listings
- Superpages.com
- Local.com
- Yellowpages.com
- Business.com
- Miamifilmproductionguide.com
Display Advertising
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- Banners
- Advertising.com
- valueclick.com
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Affiliate Program
- Broward Film & TV Alliance Group

Print Advertising
- Paid advertising in the local and global film industry magazines such us
American Cinematographer, Post, Videography, The Hollywood Reporter,
Markee, etc.

2.2 Competitive Analysis

Stepping Stone Productions Inc, (SSP) is positioned in the middle level of its competitors, who are
located also in Broward County. All are well established and good in their strengths:
People use SSP services because of its reputation for reliability, high quality of finished projects,
innovative concepts, modest pricing and above all, its creative team.
Stepping Stone Productions provides creative services in the production of media content. Its
strategy is to differentiate its service from its competitors in terms of its pool of talent, and
emphasizing that they deliver high caliber projects within budget and on time (a lot of production
companies are notorious for going over budget and going beyond delivery times).
True Pictures, is a big player and a competitor for SSP. It has been in the business since 1993.
They have full service film and video production in the USA and Argentina. One of the biggest
advantages True Pictures has over SSP, is that they have several directors. They are very active in
the community of film festivals and they advertise in the film festival guides, attend Ft. Lauderdale
Advertising Federation meetings. They complement their business with aggressive advertising
campaigns. True Pictures prices are very high compared to SSP.
Moonwater Pictures, They are small competitor for SSP as their forte is more in providing
services of a DP (director of photography) and in cine rental equipment. Unlike SSP, Moonwater
Pictures hasnt been recognized for its talent, creativity or output of quality projects. They have only
one grip and lighting truck and one high end HD camera. They do not have any good writers on
board and most of their workers come from the television filed as opposed to SSP where most of
its talent has had film industry experience.

Table: Competitive Analysis

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Competitor

True Pictures

Moonwater

SSProductions

Service
Quality
Price

5
4

4
4

5
5

Added Value Factors

Sales services
Experience
Expertise
Reputation
Image
Stability
Strategic Alliances

5
5
4
5
4
4
3

3
3
3
3
3
3
3

4
5
3
4
4
4
4

Other Marketing Activities

Established Sales Channels
Advertising
Post-production Support
Client loyalty
In-house writing

5
5
5
4
3

4
3
4
3
3

3
3
5
5
5

2.3 Opportunity Analysis

Emphasis will be focused on Business to Business as first customer and distribution as second
customer.
Business to Business (Create awareness)
Stepping Stone Productions Inc, is focused on developing an effective website as a marketing tool
and building alliances with companies that are complimentary to its business. It is imperative that
SSP increases the traffic to its website and initiate and nurture alliances that promote the growth of
their business.
To create awareness SSP will cultivate e-commerce into their website by offering promotional
souvenir Stepping Stone T-shirts to its clients, colleagues and friends who would send URL link to
its website to at least three of their business colleagues, who could use their services.

Distribution (Enhance the firm image)

SSP will continue to forge alliances with established distribution channels such as Univison Home
Entertainment (UHE), or Lionsgate to get its media content in the market place. For example for its
feature motion picture Gringo Wedding SSP sought a distributor partner who would exploit the film
for its heavy Latin appeal. UHE seemed like the perfect fit as it has a strong distribution network
through Ryko and broadcast television and radio channels to promote the film.
Thus for each project SSP will seek the right distribution partner that will be a perfect for the film or
documentary project and thus reach the target audiences in the most effective way.

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2.4 Target Market Analysis

MARKETING DESCRIPTION
DEMOGRAPHICS:
Stepping Stone Productions, Inc is a media production company providing media content to its
clients. Its in the service business model or category.
The company provides media content in the following categories:
1) Corporate Videos
2) Commercials
3) Music Videos & Music Documentaries
4) Motion Pictures
Corporate Videos: The median age for our clients in this category is forty-eight years of which
73% are male and 27% female. The median income for the marketing and sales executives who
hire our company make on average of $75,000.00 per annum. Education: four-year
college/university degree or higher.

Television commercials: In this group of clients the median age is thirty-nine years; 68% percent
of the executives are male and 32% are female. Typically the decision maker on hiring the
production company in our case has been the owner/entrepreneur of the small to medium
business. The personal median income of the owner is in the range of $ 800,000.00. Education:
four-year college/university degree or higher.

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Demographics for SSP,INC

Corporate Videos
Commercials
Music Videos
Motion Pictures

PERCENTAGE

80%
70%
60%
50%
40%
30%
20%
10%
0%
FEMALE

MALE

GENDER

Music Videos & Music Documentaries: Here the median age drops to twenty-eight years and the
gender gap closes to 53% male versus 47% female among the AR (artist & repertoire) directors
working within a major record label (such as Atlantic Music Group). Their median income is about
$60,000.00 per annum. Education: High school graduates to four-year college/university degree.

Motion Pictures: The executives in the business of motion pictures are typically very successful
financially and understand the risks involved. Hence the median age for this group reaches to fiftythree years and is male dominated; 65% being male and 35% being female. The median income of
the executive producers (giving the green light to a picture) is $ 2.5 million per annum. Education:
High-school graduates, four-year college/university degree or higher.

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PSYCHOGRAPHICS:
Is relatively more challenging to determine the behavioral approach of the potential clients when
one is offering a service especially in the field of media content as opposed to a product. However,
from our research, experience and client comments, our potential customer is looking for
producers/production companies that can produce (1) high caliber film and video projects and (2)
deliver on time and yet stay competitive in cost.

Stepping Stone Productions has achieved projects through its high quality of work and very
creative team. The clients often requested our demo reel in the past and now we are referring them
to our website (updated site will be launched in August 2008).

TARGET MARKET
Stepping Stone Productions produces media content for a wide range of audiences. The website is
geared toward the executive producers, producers, directors and media executives seeking a
production company that can produce high-end projects. Its designed for easy navigation so that
the potential client can see a variety of projects in any order they like.

Market Segmentation Analysis for distribution and Business to Business

Market segments

Computer

Age

Income

Issues

Usage

Decision
Maker

Executive Producers

High

35..

300.000 and up

High Budget

Own

Media Executives

High

30

70.000 and up

Comfort

Staff

Small Business Owner

High

30

65.000 and up

Price

Own

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3.0 Corporate Strategies

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3.0 Corporate Strategies

Stepping Stone Productions, Incs Image has been High quality, high value which is perceived by
its clients as a very high caliber film and video production company. The company engages in
producing projects of high visibility and high quality for clients that value and demand professional
quality.
To build on its success and maintain this corporate image, SSP must move forward by taking on
new innovative and challenging projects with reach to wide audiences. In its past history the
company started off by doing music videos, then ventured into documentaries, corporate videos
and currently is engaged in producing motion pictures. It plans to enter television show production
and is engaged in the early stages of the planning and seeking the right format for the target
audience.
To support our corporate strategy all of our marketing efforts will be strategically included in the
marketing plan, which are advertising, sales promotions and trade promotions. Our goal is to
develop movies and television shows as well as create vey high end corporate and music videos
for our current and prospective clients.

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3.1 Corporate Image Strategy

High quality, high value.
Stepping Stone Productions (or SSP) is perceived by the general public as a very high caliber film
and video production company. When it began 20 years ago SSP started positioning its image as a
high-end producer of music videos that were aired nationally and in the international markets. Then
the company focused more on documentary films and currently it has ventured into the motion
pictures production. However, the company is also actively involved in producing corporate videos
for its everyday business.
The company is well positioned in the middle as for price point is concerned and it offers full
service production packages from concept to completion and duplication of the project whether its
a music video, commercial, industrial or corporate video. All projects are handled with utmost
attention and completed on budget and on time; guaranteed.
SSP has always striven to provide its customers high quality, high value projects and for instance it
has produced creative, innovative music videos that aired on MTV, BET, VH1 and among other
channels. In its history of 20 years not a single project has been rejected by a client, broadcast,
cable or satellite company for inferior quality or done in poor taste. The same dedication and
attention to detail is paid to corporate videos, documentaries and now motion pictures.
The company has built an impressive clientele through word of mouth and its reputation but now it
is utilizing the newer technologies such as building its website that will showcase its demo reels
and allow perspective clients to make inquiries. SSP also intends to hire sales people to promote
its business and seek new clients.
However, hiring sales staff, their training, providing them with promotional materials and keeping
up with new technologies is always challenging, as it gets very costly.
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3.2. Brand Development Strategy

The name Stepping Stone Productions was conceived by its founder Tas Salini who produced,
wrote and directed a short film entitled A Stepping Stone which was very well received. However,
the film was renamed for the film festival circuits to The Outsider but Salini decided to name his
production company Stepping Stone Productions after the original name of his first film. Stepping
Stone Productions came to mean as taking small steps to bigger and better things as well as
reaching to ones destination or your target audience. And for the clients what a better way than to
let Stepping Stone Productions lead them to their final goal of success.

LOGO
SSP has a well-defined logo for its company featuring a filmstrip with the name of the company
inside the film- strip. The colors utilized in the logo are blue, black, white and silver/grey. These are
contemporary colors very much in vogue these days to evoke an image of a high-end company.
Sublimely these colors give a message of confidence, coolness and professionalism. Furthermore,
the logo is representative of a film production company and will appear on the home page of the
website.

P R O D U C T I O N S I N C.

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3.3. Brand Positioning Strategy

The primary customers of SSP seek a well made high-end corporate videos delivered at a
moderate price. Although cost is always a factor, the customers often look for creative approach to
their product or service and thats where SSPs strengths come into play. SSP prides itself on its
creative talent as one of its major selling tools; anyone can buy high quality cameras and editing
equipment but without creative ideas, abilities and experience the expensive equipment cannot
yield the products the customers are looking for; SSP can.
The company has a pool of very talented and creative personnel headed by the founder of the
company, Tas Salini. Customers want reliability and a professional quality video of their product or
service and SSP is able to deliver its customers what they need with full confidence and
competence. However, SSP has a tough competition when it comes to corporate videos as there
are numerous companies springing up everywhere and yellow pages of a phone book are full of
such upstart companies. These companies use low prices as their selling point or state of the art
equipment, where as SSP maintains its high-end creativity and moderate to expensive pricing to
differentiate itself from its competition. Just like the Apple Computer Inc.s products are expensive
but people have come to expect a certain high quality and reliability from the Apple brand.
SSP strives to emphasize creativity, experience, reliability and professionalism. It delivers the
videos to its clients on budget and on time. It has built a reputation of high-end quality products as
exemplified by its projects in high visibility such the videos playing at the FT. Lauderdale
International Airport Terminals, Singer Architects Demo Reel, promo video of worlds largest boat
show The Ft. Lauderdale International Boat Show among others. When the clients need high-end
and very polished videos of their products or services, they come to SSP, even if they know it will
cost them a little more. The repeat customers value the creativity and reliability of SSP.

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3.4 Public Relations Strategy

SSP will manage its public relations internally since one of its employees is a specialist in
advertising.
The primary role of SSP PR strategy is to develop an image of innovation and creativity because of
the nature of its business. For instance for Gringo Wedding SSP chose to shoot the picture in the
latest (at that time) HDcam 1080P digital video and then got Sony to sponsor the screenings of its
film through the worlds first 4K (very high resolution) projector at major film festivals. Sony had
invited major theater chain executives to these screenings and consequently all Muvico theaters
are being equipped with Sony 4K digital projectors. Likewise, in Colombia, a major theater chain,
CineColombia has bought three Sony 4K projectors and plans to order more. Sony has requested
to use Gringo Weddings theatrical trailer and some scenes from the movie as part of its
presentations of digital cinema at various venues including world-renowned Rio de Janeiro and
Buenos Aires Film & Video Exhibitions.
SSP plans to continue its innovative approach to utilize the latest technologies to tell stories, from
corporate videos to feature motion pictures.

Supplementing Advertising Efforts with PR

SSP will use some of the PR elements to build the two-way communications between the company
and its public:
1. Press Kit: SSP has a Press Kit ready to send to its A list clientele after the first business
meeting. The Press Kit will include the following information pieces:
- Pitch letter written to SSP client
- A company demo reel on DVD
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- Business Card of the Director or Producer of SSP as a representative of its

business.
- Company Profile
- Biographies of the staff providing details about the people behind the SSP
- Articles Reprints: Samples of past press coverage of SSP
- Promotional Item: flyer about SSP
2. Post Press Releases to free Websites: Each time SSP will launches a new film o
video Production, we will place a press release in some free websites such as:
www.del.icio.us ; www.prlog.com; www.prfree.com etc .

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3.5 Evaluation
Since SSPs objectives for the IMC program are to create awareness and enhance its image, we
will evaluate the effectiveness of the campaign choosing methods such as opinion tests and
attitude tests. Our marketing director will conduct evaluations of our IMC Plan internally.
SSP plans to launch an ad campaign through e-mails, text messages, linkedin, facebook, through
twitter, using the companys slogan Stories that matter, stories that sell and drive traffic to its
website in the months of January 2010 in an effort to create an advertising impact. The visitors to
the website will be treated to a world premiere of a 30 second spot that uses the strategy of
positive feelings for SSP as well as emotional appeal to its intended audiences and ends with
the companys slogan Stories that matter, stories that sell.
As a production company providing creative services Brand Awareness is very important for us.
Therefore after running the ad campaign as described above we will conduct a short online
survey of existing and potential clients three months later in April 2010. These online surveys will
determine the opinions of customers to SSPs brand awareness, the effectiveness of its slogan,
the first impressions of its website, its user friendliness, navigational tools, and its message
effectiveness. Secondly, we will evaluate to see if there was increased traffic to our website and
how many sales were generated through such an ad campaign.
Depending on the success and effectiveness of the campaign we will run such campaign annually
and collect data and compare the results to the previous years to see the effectiveness of our ad
campaigns. Launching such campaigns that primarily use the internet as a means of
communication channel, our cost of such efforts will be rather modest. Unlike other corporations
that may print thousands of flyers, brochures and mass mail them to random mailing lists, we
intend to use business directories and companies that are members of chambers of commerce of
various cities to receive our electronic mailing.
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!

4.0 IMC Management

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4.0 IMC Management

For the past year we have successfully reached our target market segments by signing a
distribution deal with Univision Home Entertainment that is distributing our motion picture in the
retail stores and we are making direct sales to other business in the corporate world. We are
striving to keep on the track of success and in order to do so we need to apply more aggressive
marketing efforts.
The budget for our IMC program for next year will be $205,000. It will be divided as follows:
63% of the total budget will be spent on the distribution channel
27% of the total budget will be spent on business to business
- In our breakdown analysis of distribution channel reveals that 29.8% will be spent on
advertising and 61% will be spent on personal selling (deliverables film materials).
- In business-to-business model 57% or more than half of its allocated share will be spent
on advertising and 24% will be spent on personal selling.
The biggest percentage or largest share, 61% or $80,000 will be spent on personal selling in the
distribution channel that includes deliverables such as film materials needed by a distributor. This
figure can only go up as distributors demand very high quality film materials such as high definition
masters with 5.1 surround sound audio etc and less than perfect materials will only be returned for
replacement with the highest quality possible.
One third or 29.8% of the distribution budget is being spent on advertising, as we need to be
aggressive in that segment to attract the right distribution partners for our current and future
projects.

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By contrast in business-to business model we will spent more than half of the allocated budget or
57% on advertising as we need to increase our base in the world of corporate and music videos.
The market is very competitive and strong advertising is essential in this area. Where personal
selling is concerned, 24% of the budget will be spent, as the demand is different form the
distribution channel. Here no deliverables are required only quality materials to be utilized in the
production.

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4.1 IMC Objectives

For SSP the challenge in terms of its IMC objectives is split in two channels:
- For distribution channel establish effective communication for the right market and
enhance firm image.
- In business-to-business model develop brand awareness for the target market.
To enhance firm image we will need effective message strategy in order to develop a strong brand
name. For SSP the primary target is the executive producers, producers and media executives
seeking outstanding produced projects or to do business with a production company that can
produce high-end films, TV shows, documentaries, music videos etc.
Our approach is to establish our companys image that it produces stories that matter, stories
that sell at a modest price and delivers on budget and on time.
For business-to-business the IMC objective is to increase brand awareness by a cognitive
message strategy aimed at executives at small businesses and record companies. Essentially our
target market for this category is the owner/entrepreneur of the small to medium business.

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4.2 IMC Budget

Stepping Stone Productions, Inc. has four different markets to pursue:
- Small business owners
- Entrepreneurs
- Music record companies
- Film distributors.
The IMC $ 205,000 budget for 2010 to cover the four markets as indicated above will be divided as
follows:
- IMC budget for distribution:

$ 130,500

- IMC budget for Business to Business:

$ 74,500

IMC objective 1 address the need of the distribution channel market. Approximately 29.8% of
the budget or $39,000.00 will be spent on advertising and maintaining our relationship with our
current distributors and to attract future distribution channels for our upcoming projects.
IMC objective 2 address the need of the business-to-business market. Here we are dealing with
the owners of small businesses, entrepreneurs who make the decisions on their marketing needs
and pick a production company. Therefore, it is critical that we spent a substantial amount of the
allocated budget here to target these executives. Approximately 57% or $42,500.00 of the IMC
budget will be spent on advertising and it will enable us to achieve our goals in this market.

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4.3 Agency Selection

Distribution Model
Stepping Stone Productions, Inc., (SSP) is a small independent media company with high end
projects and big goals ahead. Its resources are limited and therefore it creates in-house
advertisements; however, it may use the services of an outside agency depending upon the
project(s) its handling, as it did on the release of its motion picture Gringo Wedding. Allied
Advertising, a national agency with local office at 6400 N. Andrews Ave # 470, Ft. Lauderdale FL
33309 (Tel: 954-229-7003), was hired for media planning, media buying, ad placements and
purchase of ad space. !
Allied Advertising was chosen as it handles advertising for major motion picture studios such as
Universal, Paramount Vantage, Lionsgate, Fox Searchlight, Miramax among others. They have
extensive experience in handling motion pictures, concerts and media events. Since they have a
local office here in Ft. Lauderdale, it was a big advantage to meet with their creative team face to
face and position Gringo Wedding in the marketplace. For example they promoted the picture at
Bridal Trade Show at the Ft. Lauderdale Convention Center, arranged field trips for Events and
Adventures, a single activity social group to several screenings etc.

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Business to Business
As SSP is getting aggressive in its push for corporate and music videos, it needs to create the
awareness in the marketplace. It is essential for it to deal with business to business model and
work with an advertising agency. However, since SSP already has a track record with Allied
Advertising, it is considering hiring the agency again. Although Allied Advertising is a huge
corporation and SSP is a small company, because of a mutual business relationship of the past it
may be better to work with them and also as SSP develops other major projects, Allied Advertising
would be at the forefront to promote those projects effectively. More importantly Allied had
indicated to SSP in the past that the Agency would be willing to take on SSP as a client as it
believed in its creative talent.

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4.4 Internet Web site

!
URL : www.ssproductions.net
Site Description
The website will have a home page with companys logo and feature six buttons that will allow the
visitor to learn about the company as well as see its demo reels in different categories.
Demos will be easily clickable and shown in Adobe Flash video. When a user clicks on the
following three buttons (Home page, demos), brief user friendly and professional information will
appear to entice the visitor. The website will allow the visitors to get a real feel about the scope of
the high-end projects that the Company produces.
The buttons will be:
1) Home
2) Company History (About Us)
3) Demos:
- Motion Pictures
- Music Videos
- Documentaries
- Corporate Videos
- Press
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4) TV Reports (featuring stories about our productions)

5) Our Services
6) Contact Us
Each button will allow the visitor to navigate its way around the website and play the demos and
contact the client via e-mail, phone or by mail. The Company expects hundreds of visitors each
year.
The site provides comprehensive information on the nature of the production company and
showcases highlights of our productions. The visitors can navigate our site and view very high
quality demos of various productions ranging over more than 15 years.

Site Objective
The purpose of the website is to attract the prospective clients to explore the website and see the
demos and contact Stepping Stone Productions for their upcoming film and video projects. The site
is designed in such a way so that the visitors will be very impressed with Stepping Stones work
and its professionalism. The website will serve as an advertising tool open to the public 24/7 that
will help to promote the Companys name recognition and reputation and at the same time attract
more business opportunities.

Consumer need for the Site

Incorporation of a website into the marketing of Stepping Stone Productions, Inc is crucial as
modern media savvy clients search for potential production companies or talented
producer/directors online. Further, it saves a lot of money in producing demo reels, DVDs, shipping
and handling costs. Also the storefront is open for potential clients 24/7 and is very effective for
different times zones and international clientele.
30

E-commerce Business Model

a) Open an intriguing and effective interactive website highlighting Stepping Stone Productions,
Inc.s strengths and achievements and showcasing samples of its film and video projects.
b) The companys demos (music videos, commercial, industrial videos, feature motion picture
trailer) will play on demand through Flash.
c) As each project takes 3-6 weeks to complete (with the exception of feature motion pictures or
documentaries) our current number of projects per year is 5-6. We want that number to go up to
20 projects per year as we are in the process of recruiting new talent (directors, producers,
writers).
d) Increase the number of visits/hits on our Companys website to
10000 per year.

Marketing Function
How to get people on SSP website?
As viral marketing has become very effective in e-commerce whereby a vendor or business entity
reaches out to more potential customers through the e-mails forwarded by their existing customers,
Stepping Stone Productions intends to utilize viral marketing in the launch of its website and offers
of discounts to customers placing new job orders.
Also the Company will send periodically e-mail alerts for the launch date of the website with a joke
of the day. The jokes or quotes will be taken from reputed newspapers, magazines and their
source(s) clearly indicated. This will encourage some readers to forward the joke to their friends,
colleagues who will learn the launch of the new website of Stepping Stone Productions.
31

Viral Marketing Technique

Stepping Stone Productions will send out e-mail to all existing customer base, friends and fans
announcing the launch of its website and offers of discounts. Here is a sample message:
Its with great pleasure we announce the launch of our website on July, 2009 at 11.59 PM (EST)
where the visitors will be able to see samples of our high caliber productions such as music videos,
industrials, documentaries and trailers of motion pictures; learn about our company, its goals and
upcoming productions. Visitors will be able to contact us through the website for inquires and price
quotes. Any job orders placed by Sep, 2009 will get a 10% discount on the entire production
package.
Please check out our website at www.ssproductions.net

Kindly forward this e-mail to your business colleagues who would be

interested to visit our website. Please fill in the e-mail addresses of your
contacts in the space below and add a message in the box given below. The
first 150 people, who forward this e-mail to at least three (3) business
contacts will receive a 100% cotton OFFICIAL POLO SHIRT of Stepping
Stone Productions, Inc., with its logo.

32

5.0 IMC Objective One:

Business to Business

33

5.0 IMC Objective for Business to Business

For this model SSP is dealing with two target markets: small business owners and entrepreneurs
who are looking for corporate videos and music record companies looking for music videos and
electronic press kits (EPK).

Our primary communication objective for this model is to inform the entrepreneurs and the
record companies about Stepping Stone Productions, Incs vast experience, reliability ad creative
edge. By producing High quality, high value projects, SSP underscores the inherent philosophy
behind the companys corporate image.
While there is some overlap in these two markets in terms of promotional videos, there are some
differences, which require two separate approaches. For the small business owners it is always the
owner who is the decider of choosing the production company or content of the video. However, for
the music record companies the decision to hire a particular director for a specific song or the artist
the head of A & R (artist and repertoire) decides and not the president or the VP of the music label.
So a demo reel of SSP is sent to the A & R in-charge and or a meeting is set up to showcase
SSPs creative edge and its vast experience.

34

However, our next objective is to approach mid to national size corporations for their corporate and
training videos such as Auto Nation Group, South East Toyota Distributor, Burger King Corporation
among others. Here the decision makers are the VP of Marketing and Promotions or the person in
charge of the marketing and corporate image. We will need to sell our creative edge, innovative
approach and the ability to think and create something out of the box that will attract the attention
and hopefully their business to SSP.

35

5.1 Marketing Budget for Business-to-Business channel

The table below IMC Budget for the Business-to-Business model shows that our complete
marketing budget is $ 74,500. The largest portion of the budget, $42,500 is allocated for
Advertising.

In our strategy, Sponsorships are important for building up the companys awareness for its brand
name among its clients and prospects. Therefore SSP has set aside $10,000.00 for sponsoring
events such as Winter Music Conference 2010 in Miami Beach. It plans to sponsor a new hot act at
the New Artist Showcase attended by the major record labels in search of the next hit maker.

Many artists and their management companies make decisions throughout the year concerning
their promotions via music videos or EPKs. SSP will maintain a certain level of promotions aimed
at this group. The budget for this category is $2,000.

SSP has set aside approximately $ 1,500 per month for its personal selling so the total budget will
be $ 18,000 per annum. Personal selling will include field sales people, face to face presentations,
inbound telemarketing, outbound telemarketing and these efforts will help to identify new
prospects, gathering knowledge about the new clients and their needs.

Database Programs are essential for SSPs success and a major part of the IMC planning and
budgeting. The company will collect information about its prospects by attending major trade shows
and networking with business owners and representatives. Further information will be collected
through internet searches and blogs and all the date collected will be analyzed. Once the
information is compiled it will be added to our database warehouse. This will allow us to target our
prospective clients effectively. The total cost for database programs is expected to be around
$ 2,000.00.

36

IMC Budget by B to B Channel

2010
Advertising

$ 42,500.00

B 2 B Promotions

$ 2,000.00

Personal Selling

$ 18,000.00

Sponsorships

$ 10,000.00

Database Programs

$ 2,000.00

Total

$ 74,500.00

37

5.2 IMC Methodologies Business to Business

Our primary goal in this market is to provide powerful information to the members and prospects
of these target markets about our creative services and finished projects. We strongly believe that
once the members of these target markets receive full information on our company, its successful
track record, its creative edge, and innovative style, they will choose SSP over the competition.
Since we are dealing with two target markets in the business to business model, it requires a blend
of marketing communication tools. Advertising through e-mails will be a major part of the plan and
it will be supplemented with strong database programs. Also direct marketing is an essential to
success in this very competitive market. Also we will advertise in the Yellow Pages and trade
magazines read by the target executives. Since both of our business to business markets utilize
World Wide Web extensively, we are developing a very aggressive approach to internet marketing
by creating a website with an impact and sending our clients and potential prospects to visit our
website. Also we are planning to have presence on Facebook, Myspace.com, Twitter.com,
Linkedin.com and other web based communication networks.

38

5.2.1. Advertising for Business to Business

The objective of our IMC for Stepping Stone Productions Inc (SSP) in the business-to-business
model is to increase brand awareness for SSP target audience profile (owner/entrepreneur of small
to medium business); the total budget for advertising b-2-b is $42,500.
For example our business prospects includes Gunther Volkswagen car dealership that
commissioned SSP to produce TV ads for its South Florida market. The decision to hire SSP was
made by the CEO of the company Gerhardt Gunther and not by the marketing or sales people who
rely on these TV ads for increased foot traffic.
By contrast the decision makers for Docking Master, an upstart company unveiling its product for
docking boats easily and safely consisted of the CEO, business partners and a marketing director
who made the decision to hire SSP. They were very impressed after they saw the companys demo
reel and realized that they are dealing with the company that made the famous time-lapse videos
for Ft. Lauderdale International Boat Show and Greater Ft. Lauderdale Tourist videos playing 24/7
at the Ft. Lauderdale International Airport.
Our advertising on websites will support our direct marketing efforts. The web banners will direct
the traffic to or website where the prospects can see the demos, read about the creative team, see
published press articles and they will be able to make enquiries via Contact Us page. Such
advertising not only encourages requests for more information, these efforts will help in developing
brand awareness, establishing the right company image and providing an effective link to our
business customers.

39

The advertising media budget will include these mediums:

1. Magazine Advertising: Ad space will be purchased in magazines read by executives
such as Lifestyle, glossy city magazines such as Boca Raton, Ft. Lauderdale, South
Beach, and Miami among others. Budget $20,000.
2. Yellow Pages Phone Book: we will place an ad under the Video Production section.
Budget: $1500
3. Internet advertising: We will place an ad in the online directory under video production
category or small businesses. Also we will use our web banners to put on South Florida
Production Directory, Chambers of Commerce of various local cities where b-2-b frequent.
Budget: $ 6000
4. Agency Fees: We anticipate approximately $15,000.00 dollars for the Ad agency to
place our ads in various publications and Internet sites.

40

5.2.1.1 Advertising Budget for Business to Business

Table
Budget

2010

Magazine Advertising

$ 20,000

Yellow Pages Phone Book

$ 1,500

Internet Advertising

$ 6,000

Agency Fees

$ 15,000

Total

$ 42,500

41

5.2.1.2 Creative brief for Business to Business

The main objective for SSP inc, for the Business to Business model is to develop brand
awareness to their target market.
The following Creative brief will be used for Business to Business channel:
Objective: Increase brand awareness by a cognitive message strategy
Target Audience Profile: The media content provided by SSP inc, in this category are corporate
videos and music videos. Typically the target market for this category is the owner/entrepreneur of
the small to medium business.
Message Theme: The primary theme in this category (B2B) is the experience, reliability and
creative edge. With its vast experience SSP Inc often guides its new clients in shaping their
corporate videos or music videos at no added cost to them. Unlike its competitors, SSP Inc delivers
quality products on time and on budget for complete satisfaction of its clients.
The Support: SSP Incs approaches all its projects with the same diligence and due care
regardless of the budget or the scope of the corporate video or a music video. The company
believes in the notion that a satisfied, happy customer is a repeat customer and the first impression
is the last impression.
The Constraints: Before it embarks on the producing a video, SSP Inc gathers information
provided by the client and thoroughly checks it for any error. And after the post-production is done
the client is shown a finished copy of the video before finalizing the master video. However, any
changes deemed necessary by the client after giving the approval, that include additional postproduction or production will be charged to the client as set out in the Deal Agreement or contract.
At times the clients expect SSP Inc to absorb all additional costs and it pushes some of its costs on
the future projects to compensate the studios and sound stage facilities used by the SSP Inc.
42

Means-ends Chain: A highly professional company with reputation, track record and creative edge
with second to none. The company offers first class service at modest prices. SSP Inc views its
clients success as: Your success is our success.
Leverage Point: The tagline for SSP Inc is High quality, high value and it underscores the
inherent philosophy behind the companys corporate image and that is the company produces
media content using high quality equipment, materials and the end product has high value
because its the creation of very talented and creative artists working at SSP Inc.

43

5.2.1.3 Advertising Design for Business to Business

Message Strategy & Appeal
The message for the print ads that SSP utilized is the cognitive message strategy, which will be
conveyed thought a rational appeal given to their target audience. High quality, high value. The
tagline emphasizes the companys corporate image and that is that SSP Inc produces media
content using high quality equipment, materials and the end product has high value because a
very talented and creative team working at SSP Inc creates it.
Executional Framework
SSP Inc will use the testimonial framework. The testimonial type executional framework has been
successful for many years, especially in the business to business and in the service sectors. The
print ad will show an executive from Singer Architects on side of the page standing in his executive
office with architects maps on his table and aerial shots of Ft. Lauderdale behind him with the
name of his company underneath the aerial photograph. On the right side of the picture the ad will
have the following copy:
We deal with government, national and international agencies in our line of work and it is
important to us that our corporate image is clearly defined and put at the forefront of our
competition. Thus we looked for a highly experienced and creative production company to deliver
that message and we choose Stepping Stone Productions and they delivered.
George Labida
VP, Singer Architects
At the bottom of the copy it will say:
For a creative edge and high quality and high value for your media needs contact Stepping Stone
Productions:
www.ssproductions.net

44

5.2.2 Business-to-Business Promotions

Since SSPs primary product is music videos and corporate videos, it plans to use discounting its
prices as a means to Business-to-Business Promotions. The total cost of budget is approximately
$2000.00. Some of the activities include:
1. SSP will offer medium to small record labels a 10% discount when two music videos are
commissioned to SSP to be produced back to back, with a budget of at least $10,000.00 per video.
Thus a record label will save $2000.00 and get two music videos for $18,000.
2. Likewise for corporate videos SSP will offer a 10% discount on a project of $7,500 or more
providing the client signs up for production of their video within 30 days of the proposal submitted
by SSP. This way the client gets a discounted price on the project and SSP ensures that it gets the
deal.
3. Attend meetings and network with representatives of businesses in several Chamber of
Commerce such as Boca Raton, Deerfield, Coral Springs, Ft. Lauderdale, Pompano Beach,
Hollywood etc.
The budget for business-to-business promotions will be as a percentage per each project. As
indicated above 10% of the budget will be offered back to the client for corporate videos and music
videos as an inducement for productions. In the music videos however, the profit margins are tight
and for every two videos shot back to back the client will get 10% rather than 10% on a single
video commissioned. The reason being SSP hires independent contractors per project and when it
has two or more projects in hand it can negotiate a better deal with the contractors and postproduction studios.

45

5.2.3 Personal Selling

SSP has set aside approximately $1,500.00 per month for its personal selling efforts. Personal
selling is a part of business to business and that is certainly very true when it comes to corporate
videos and especially music videos. Although a large number of companies use a variety of
methods such as field sales people, inbound telemarketing and outbound telemarketing, SSP has
tailored these methods to suit its needs. SSP has relied on its founder Tas Salini to make face to
face presentations and do the networking and it has worked very effectively as he has built up a
strong clientele. However, now the company is focused to increase its productivity by hiring a
couple of field sales people who would scout for potential clients by using the following criteria:
1) identifying prospects
2) assessing the prospects for their viability
3) gathering knowledge about the potential client so that the presentation can be tailored to
their needs.
4) set up the sales call & do the presentation (show demo reel DVD, show website and leave
a brochure with the prospect).
5) follow up with a phone call and/or with an e-mail
The follow up is critical as it all depends here how the sales people handle the prospect and close
the deal. SSPs sales team will follow up with the A category prospect by inviting him to lunch so
that the prospect can meet the sales person in a less formal environment and it also shows that
SSP values the business of its potential customer and it will provide a satisfying service. In
acquiring the knowledge the sales person would have gathered the pertinent information about the
client and including the kind of food the client likes or his/her favorite restaurant. !

46

In the follow up the sales person would invite the prospect to his/her favorite restaurant to follow up
on the presentation. This move will impress the prospect that SSP sales team is attentive to fine
detail such as his favorite food or favorite eatery and hopefully seal the deal. Even if it does not it
would leave a very good impression and first impression is the last impression. Maybe the
prospect will call in the future when he is looking for a new creative team. (Please note: for
budgetary concerns sales team will invite only category A prospects to lunch, for the rest- phone
call, e-mail or a visit).

47

5.2.4 Sponsorship Programs

Business to Business
Sponsorship at Winter Music Conference in Miami Beach: SSP is planning to sponsor a hot
new music act at the Winter Music Conference in Miami Beach in 2010, in the new artist showcase.
This event will cost SSP approximately $ 10,0000 in promoting and presenting the event.
Objective: By sponsoring a new act SSP achieves two objectives; namely a struggling but
talented artist is given the chance to showcase his/her talent to the industry professionals who are
in attendance at these showcase events looking for new acts to sign to their labels. Secondly SSP
adds awareness for its brand name in the music label business and in the event its talent is picked
up by any record label, SSP will be very likely hired as the production company to produce the
music video(s) for the artist and possibly also to produce EPKs (Electronic Press Kits) needed in
the promotion of the artist.

48

5.2.5 Database Programs

Establishing a reliable database is essential for SSPs success and a major part of the IMC
planning. The total budget for database programs is $ 4,000. The company will collect information
about its customers from the e-mails that we have received through our website and direct inquiries
made by potential customers. Also from trade shows such as Ft. Lauderdale International Boat
Show, or Home Expo where we collected a good deal of information on the vendors exhibiting their
products or services who could benefit from video presentations. In cases where the vendors had
video content on display, we collected their information, as they are likely to update their videos or
seek for competing bids or a new creative angle to their video presentation. Naturally this
information will be available to the producers and sales people who would make inquiries and seek
prospects.
Information will be collected on the prospects through internet searches, blogs, direct telemarketing
calls and trade shows. The information collected will be analyzed as follows:
-

Where are the customers located?

Do they have in-house production team or they outsource film and video production?

What are they selling: products or services?

If a manufacturer, what are they manufacturing?

What is the size of the business in terms of personnel and annual sales?

What are their needs in advertising, marketing and promoting their company, product or
services?

Would a prospect benefit from a training video for its employees?

Does the prospect advertise on local TV, cable or on the internet?

49

Once the information is complied and analyzed, we can add this information to our current
database and expand it with the new available information and create database warehouse. With
the new information at our disposal we can target our prospects more effectively such as outbound
telemarketing, via e-mail, direct mail by sending a DVD demo reel of SSP and publicity brochure on
the company or set up sales calls for face to face presentations. After a careful review of the data
the customers and new prospects will be divided into a number of categories such as:
-

Demographics

Existing clients or new prospects

Psychographics

Size of the company

Company needs: TV commercials, radio commercials, corporate videos, web commercials

Geocodes

Whether the company is local, national or international

Through the sorted and arranged database we can launch a direct marketing campaign that best
suits our strengths and the needs of our customers and new prospects. Further analysis will yield
more information about our customers and help us modify or tweak our marketing campaigns and
create a unified approach to strengthen our brand name in the market place.
SSP has a very good reputation among its customers and its peers and wherever necessary we
will modify our marketing approach and utilize permission marketing so that every direct mail or
e-mail message we sent is read by the recipient and acted upon and is not considered a nuisance,
junk mail or spam.
The collection of database on customers is crucial to SSPs success and by creating a database
warehouse we will be able to target our customers and approach new prospects in a tailored
fashion so that every marketing opportunity is very exploited.

50

5.3 Media Plan Business to Business

According to the target audience profile for this category (owner/entrepreneur of small to medium
business) the objective is to Increase brand awareness.
Giving those characteristics, the media which are the best or SSP are:

Direct e-mails to prospective clients with a 90 second Quicktime demo reel of SSP showcasing its
corporate videos. The e-mail will ask the recipient to view the 90 sec reel and any orders placed
within 30 days will get a 10% discount of the total bill.
Print ad magazine that emphasizes the tagline for SSP Inc High quality, high value and it
underscores the inherent philosophy behind the companys corporate image and that is the
company produces media content using high quality equipment, materials and the end product has
high value because its the creation of very talented and creative artists working at SSP Inc. For
our business to business clients, ad space will be purchased in magazines read by the executives
such as Lifestyle (the magazine has already featured SSP and Tas Salini in its recent issues),
glossy city magazines such as Boca Raton, Ft. Lauderdale, South Beach, Miami among others.

SSP will take an ad in the Yellow Pages phone book and the online directory under video
production category for small businesses seeking to produce local cable and TV commercials,
training videos etc.

51

52

6.0 IMC Objective two:

Distribution

53

6.0 IMC Objective for the Distribution Channel

Our objective is to persuade our distributors such as Univision, Clark Distributions and others to
carry our DVDs of movies or documentaries and to provide with excellent service and information
to the buyers from the stores such as, Barnes and Noble, Walmart, Best buy, Blockbuster etc.
Since SSP doesnt deal direct with the buyers, our primary main objective is to give the best
information and tools to our distributors who are going to connect with the consumers.

Distribution Channel for SSP

54

The distributor of our current project is Univision that carries a catalogue of all its movies on its
website. Univision provides the stores and retailers the DVDs and publicity materials such as Sell
Sheet, posters, and supports major television advertising campaigns on Univision, Telefutura and
Galavision networks. Further it promotes the product on Univision Radio, Univision Online and
Univision Mobil. For SSP it is very important to provide to the distributor information such as:
-

Publicity brochure

High resolution production pictures

Press media kits

Film synopsis

Bios on the filmmakers

Behind the scenes documentary on making the film.

These elements help Univision in reaching the customers through the network of retailers. The
customer base and tone of the advertising campaign fits SSPs offering of Gringo Wedding and
further it fits our corporate image of high quality products and reinforces our positioning strategyStories that matter, stories that sell.

55

6.1 Marketing Budget for Distribution

For SSP to have a relationship with its distributors it has to develop a marketing budget that can be
broken down into four major components:
-

Advertising

Trade Promotions

Personal Selling

Database Programs

The table below IMC Budget by Distribution Channel shows that our complete marketing budget
is $ 130,500.00 The largest portion of the budget, $ 80,000 is allocated for Personal Selling.
Although in the motion picture/DVD and documentary film distribution the distributor does all the
selling, but SSP has to supply all the supporting materials referred to in the film industry as the
deliverables (such as film negatives, artwork, video master for television and DVD production etc.).

Approximately $ 6,500 will be spent on trade promotions such as Florida Film Market, Los
Angeles Film Market and a couple of key film festivals with film markets, namely Sundance Film
Festival and Cannes Film Festival. In order to stretch the marketing dollar SSP may not send its
own personnel to all these markets but provide supporting materials and DVD screeners of it
productions to selling agents who will represent SSP at Sundance and Cannes. However, these
sales agents will charge SSP their representation fees and if a sale is made, they would typically
take a 30% cut of the sale as their commission plus deduct any incidental expenses.
The primary role of the trade promotions and the channel communications is to sell the product
through the channels. The sales agents network at these trade promotions and since they are likely
to get a 30% commission per sale plus they recoup their expenses, they are self-motivated to push
the product and make sales.
56

For advertising SSP will spend approximately $39,000.00 per annum. Its not a lot of money for
advertising, but since the company is a small business and its finances are spread, smart
advertising will definitely yield positive results.

For Database Programs we will buy a couple of lists that approximate to our demographics in
terms of our prospects. Further we will collect data from the internet searches, blogs, direct
telemarketing calls that will take up a lot of man hours. The cost for Data Programs will be
approximately $2,000.00.

IMC Budget by Distribution Chanel

2010
Advertising

$ 39,000.00

Trade Promotions

$ 6,500.00

Personal Selling

$ 80,000.00

Database Program

$ 2,000.00

Sponsorship Programs

$ 3,000.00

Total

$ 130,500.00

57

6.2 IMC Methodologies for the Distribution Channel

Trade Promotions that fit our model are called Film Markets. They are the most effective
promotion tools to develop strong relationship with our current and potentials distributors. The
benefit of attending such film markets is to showcase SSPs productions, make deals for
distribution in national and international territories. Our presence at these film markets helps to
enhance the companys image to the media community and provides opportunities to make
alliances for distribution and sales for upcoming projects. At these trade promotions SSP can set
up a table with high impact company promotional 5x7 post cards, posters and a display of its
productions running on a monitor, showing a loop of the movie, trailers of the movies in early
stages of pre-production and documentaries trailers.
For an independent film company personal selling within a distribution channel is not feasible as
the distributor does all the selling. In the independent distribution model SSP has to spend
money to create all the film elements at its cost to provide the distributor all the deliverables such
as film master, all graphic artwork, copies of the script, dialogue lists for translations into other
languages, music cue sheets etc.
Creating a reliable database is critical to the success of SSP and is a major component of the IMC
planning. The company collects its data from the e-mail traffic it receives from its websites or direct
phone call inquiries, from trade shows such as Ft. Lauderdale International Boat Show and others.
Also the data is collected on the prospects through Internet searches, blogs, direct telemarketing
calls and trade shows. The information gathered is then analyzed and categorized and we add this
information to our current database and expand it with the new available information and create
database warehouse. Through the sorted and arranged database we can launch a direct
marketing campaign that best suits our strengths and the needs of our customers and new
prospects.

58

6.2.1 Advertising for Distribution

Advertising to the distributors is different than advertising to the consumers and different
approaches are needed. For the distributor channels SSP will provide a two to three minute promo
video or a trailer of its current production(s) to entice them in distributing the project and market
them aggressively. For this SSP will provide all the information and the elements needed to make it
very easy for them to pursue the project. For example eye catching posters, clearly designed press
kits etc.
The objective of our IMC for Stepping Stone Productions Inc (SSP) in the distribution model is to
enhance SSP Inc image in order to develop a strong brand name.
Since we have very specific market target in this category (executive producers, producer and
media executives) seeking quality-finished projects, we will define what media vehicles we will
choose to place our advertising strategy.
The advertising media budget will be $ 39,000.00 and it will include:
-

Magazine Advertising: We will place small ads in industry magazines such as Markee,
Hollywood Reporter, Variety, Post and other journals read by the film industry veterans
and executives.

Internet Advertising: We will advertise on the internet user groups such as

Independentfilm.com, Miamiincubator.com, Movieweb.com and from SSPs database to
create a buzz .

Film Festival Program books: We will place ads in the festival program books as the
attending film industry professionals refer to the books multiple times to see who is in it, to
discover new talent and choose which films to see. Because there is a high exposure to
the film industry professionals reading these program books, the marketing budget is well
spent here.

59

Add SSPs two minute demo reel on You tube to create national attention Free.
Typically film festival organizers will add links to film trailers on Youtube.com. This is a very
effective way to market SSPs project(s).

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6.2.1.1 Advertising Budget by Distribution Channel

Table: Advertising Budget by Distribution Channel:

Budget

2010

Magazine Advertising

$ 20,000

Internet Advertising

$ 15,000

Film Festival Program Book

$ 8,000

Film Festival Reporter Newspaper

$ 1,000

You tube video

N/C

Agency Fees

$ 15,000

Total

$ 39,000

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6.2.1.2 Creative brief for distribution channel

The main objective for SSP Inc is to establish effective communication and hit the right market and
enhance firm image.
The following Creative brief will be used for the distribution channel:
Objective: to enhance SSP Inc image by affective message strategy in order to develop a strong
brand name.
Target Audience Profile: In the distribution channel, SSP has a very defined target that distributes
the motion pictures and documentaries. The primary audience is the executive producers,
producers and media executive seeking a quality finished projects or seeking a production
company that can produce high-end films, TV movies, documentaries etc
Message Theme: The primary message theme is that SSP Inc produces media content of high
caliber at a modest price that appeals to audiences globally.
The Support: SSP Incs reputation is backed by major corporations such as Univision, Ryko
Distribution/WEA, Clark Distribution, United Films (Puerto Rico), United International Pictures (UK
& Colombia), Showcase Entertainment Inc.
For its part SSP Inc provides all deliverables* required by the distributors on time and as per specs.
(* film prints, theatrical trailers, broadcast video cassettes such as Digital Betacam, HDcam etc.,
TV commercials, print ad art work etc).
The Constraints: The movies are distributed into different territories and within each territory there
are separate markets (theatrical, TV, cable, satellite, universities & colleges, airlines and cruise
lines etc). SSP Inc enters agreements only with distributors who are highly reputable and can
deliver its property (motion picture) in a given territory.
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In creating the advertisement for SSP Inc, the following means-end chain was developed:
Unique Selling Point: Creating media content with innovative stories that no one has done before
such as a film about finding love through an international dating agency.
Benefit: SSP Incs motion picture(s) with unique stories, stellar cast, catchy music and great
locations are easy to sell to the buyers on national and international level.
Distribution Channel Value: Less selling effort required as the word of mouth from the film
festivals has been very strong for Gringo Wedding and especially major wins such as
Independent Spirit Award, and Audience Award for best picture has tremendously helped in
positioning the film in the marketplace.
Leverage Point: The tagline for SSP Inc is Stories that matter and stories that sell. and it
underscores the inherent philosophy behind the companys creative image and that is the company
produces media content that matters to the audiences and its easy to sell. For example in Gringo
Wedding the company produced the movie about people finding love through international dating
services which appeals to singles, people dating on the internet and anyone who enjoys a good
romantic comedy. Further it has a built in audience of singles and people on the dating scene who
saw the movie and are willing to buy a DVD.

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6.2.1.3 Advertising Design for Distribution

Message Strategy
For the distribution channel the consumer print advertising will utilize affective message strategy to
develop a strong brand name. Our purpose is to create an ad that gets the movie and
documentaries distributor to take notice of SSP and have positive feelings for SSP using the
leverage point: Stories that matter and stories that sell.

Appeal
The message Stories that matter and stories that sell is being used by SSP has an emotional
appeal to its intended target: i.e. the film and documentary companies. The distribution companies
are in the business of selling products that can easily be positioned in the marketplace and sold in
different markets. Therefore a media content creator such as SSP Inc has to produce appropriate
films that not only matter to the intended audiences but they also sell.
Executional Framework
The style, which will be used for the executional framework, is the fantasy implementation. Fantasy
executions are designed to lift the audiences beyond the real world to a make believe experience.
For a 30 second spot, SSP inc will unveil the following story:
We are inside a practically empty movie theater with the exception of a few people in the front
rows. Suddenly on the screen we see Stepping Stone Productions Inc Presents and right away
people, animals such as cats, dogs, squirrels, raccoons, ducks etc start to fill the seats. The next
slide on the screen shows Angels on Earth and we notice beautiful little angles with white wings
coming from the top and settling in the empty seats filling out the theater. As everyone applauds
the camera zooms in on the screen that shows the slide Stories that matter and stories that sell.
The spot ends with SSP Incs logo and website address.
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6.2.2 Trade Promotions for Distribution

The most effective vehicle to help push SSP films and documentaries through distributors is the
film markets such as Los Angeles film market, Florida Media Market, Sundance Film Festival and
Media Market. Total costs of attending these film markets and providing materials is approximately
$ 6500.00.
SSP will use a specific vehicle such as:
Film markets where SSP can set up a table with a display of its productions running on a monitor,
showing a loop of the movie and documentaries trailers.
The benefit of attending such film markets is to showcase SSPs productions, make deals for
distribution in national and international territories. Further, SSPs presence helps to enhance the
image of the company to the media community and provides opportunities to make alliances for
distribution and sales for upcoming projects.

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6.2.3 Personal Selling

Distribution Model
In this industry the distributor does all the sellings, SSP supplies the supporting material. In the
independent motion picture distribution model the producer has to spend money to create the film
master and all deliverables as described below at his cost to provide all the necessary elements to
the distributor. In the case of Gringo Wedding the deliverables cost approximately $80,000
(eighty thousand) dollars. To ensure that the distributor has all the right elements, SSP, Inc
provided the deliverables such as:
HDcam (1080P) video master
DigiBetacam video sub-master
Separate sound track, music track and FX track
All graphic artwork in high resolution
200 still photographs (of actors and scenes) in at least 300 dpi resolution or higher
Music cue sheet
A copy of the screenplay in English and Spanish
Dialogue list of subtitles in English and Spanish
Film credits
All technical information and tech credits
An access letter to film lab to retrieve materials
Inventory
SSP, Inc does not keep an inventory of the DVDs of its productions or film as the distributor
duplicates the retail copies from the video master provided by SSP, at a duplication facility from
where the DVDs are shipped to various vendors around the country.
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Services of a Merchandising Company

SSP, Inc will not use the services of a merchandising company as the distributor though its network
of suppliers will provide the retailers the posters and artwork for display at point of purchase. SSP
does not have the power to send information directly to the stores so it is very difficult to develop
bonds with the customers and the retailers and their sales staff.
Incentives and Support
The distributor may offer incentives to the retailers directly and SSP is not involved in such
arrangements. However, it is actively involved in providing full support to the distributor by
maintaining a website that is kept current and facilitating all creative services for the creation of all
TV ads, radio ads and participating in publicity campaigns. The distributor may require the creative
team and the talent (actors) to appear in TV talk shows and radio talk shows to promote the film.

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6.2.4 Sponsorship Programs

Distribution
Goal: For SSP the important thing is enhancement of its brand in the market place and gain more
potential clients. One way to reach this goal is through carefully planned sponsorships of highly
visible local events or activities that benefit the recipient and also enhance SSPs public image.
The budget for this item is approximately $3000.00.
Events: SSP has sponsored special screenings of Gringo Wedding at Orlando Hispanic Film
Festival (OHFF) and one for Ft. Lauderdale International Film Festival (FLIFF) that raised money
for the film festivals and also helped in their efforts to raise memberships for their respective
festivals. Since the film had sold out screenings at several film festivals including at these two,
Gringo Wedding is considered by both FLIFF and OHFF a crowd puller and they approached
SSP for special membership drive screenings during 2008. SSP made available the film print,
posters and arranged for two actors, Justin Kane (lead) and Luis Xavier Posada (supporting lead)
and writer/director Tas Salini to appear at these events to do a Q & A session and autograph movie
posters. These events were hugely successful and the local media was invited and Tas Salini was
interviewed by Univision Network (that eventually picked up the movie for nationwide distribution).
Mega 74.2 (Orlandos hottest radio station) and several magazines and periodicals also carried
stories on the movie.
Sponsorship Programs Complimenting Advertising Methods:
By sponsoring membership drives for the two festivals SSP received a tremendous enhancement
in the market place through several articles complete with pictures of the actors and the film
director. Further interviews on Univision television and Mega radio were very effective as the
companys website was swamped with inquiries about future screenings and DVD release.
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6.3 Media Plan for Distribution

The goal of this media plan is to match SSP target market for the distribution channel (Executive
producers, producers and media executives) seeking quality finished projects or seeking a
production company that can produce high-end films and documentaries for the audiences
characteristics. There are various mediums available for SSP.
SSP will use specific vehicles such as:

Participation in national and international film festivals. Place ads in the festivals Program
book where SSP plans to attend and definitely in the Film Festival Reporter newspaper.

Add a SSPs two minute demo reel on YouTube to create national attention.

Direct mail media from SSPs database and through Internet user groups such as
SFFCPUG (South Florida Final Cut Pro User Group), Broward Alliance for Film &
Television Office, Indiefilmalert.com and industry groups, to create a buzz.

Place an ad in industry magazines such as Markee, The Hollywood Reporter where people
from the Film industry read news, trends and techniques for production and postproduction.

By using the vehicles above we will enhance SSP image, which is its primary marketing objective
for the distribution channel.

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70

7.1 Vision and Mission Statement

Vision Statement: Our vision is to continue producing high caliber projects for national and
international clients and expand more into the motion picture industry.
Mission Statement:! We at Stepping Stone Productions strive to produce the best quality media
content for our clients and international audiences at competitive prices.

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7.2 Goals and Objectives

Objective
-

To increase media production in corporate videos and music videos by 10% in 2010.

Policies
- Utilize sales teams aggressively and offer prospective clients 15% discount on our
standard prices.
-

Add two producers/directors to our roster on a freelance basis to help with the increase

workflow.
Objective
-

Effective use of the website and exploit its potential as a future delivery method for

corporate and music videos. To be completed by March 2010.

Policies
-

Create a portal on the website accessible only to the clients with individual passwords to

download their completed projects thus making the delivery process easier and cost effective.
-

Attract the prospective clients to explore the website and see the demos and contact

Stepping Stone Productions for their upcoming video and film projects.

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7.3 SWOT Analysis

Strengths

Weaknesses

1. One of the few South Florida production

3. Focusing on the motion picture industry

companies that produces corporate

weakened the corporate and music

videos, music videos, local commercials

video production.

and now features.

2. Impressive track record and reliable

4. Needs effective sales people who are

bilingual in the South Florida market.

production company

Opportunities
5. For corporate videos as South Florida

Threats
8. Current

economy

may

slip

into

continues to grow as the gateway to

depression causing a disaster in the

Latin America and beyond.

media production industry.

6. Expansion into future markets

7. Expand into multiple languages

9. Upstart production companies with a

small digital camera and a laptop
pushing the prices even lower.

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7.4 Marketing Mix Strategies

Product Strategies: As the economy realigns itself, new businesses are emerging as the old ones
fade away. This presents an opportunity to Stepping Stone Productions to increase its efforts to go
after the corporate video market aggressively. Further, the company plans to attend several trade
shows and network with potential future clients.

Pricing Strategies: Stepping Stone Productions pricing strategy falls from affordable to mid level
range for its corporate videos, music videos and local commercials. Since the company strives to
provide high quality projects on time, the pricing tends to fall just over near the midrange pricing
scale. However, if a record label for example, signs up for a two music videos to be produced backto-back we will offer a 15% discount on the second project. It will be the same for industrial,
corporate videos.
Placement Strategies: Stepping Stone Productions has relied on word of mouth, repeat
customers and limited advertising in the media magazines. However, placement of print ads in the
media magazines is not effective for soliciting corporate videos or music videos. The company
plans to advertise in business magazines such as Business Week to target its prospective
corporate clients and music industry magazines to target record company executives, managers
and musicians who are likely to consider a music video production.
Promotion Strategy
The company is planning to sponsor a musical act (a band or a solo act) at the 2010 Winter Music
Conference in Miami Beach, at the New Talent Showcase attended by the industry executives,
major labels, and musicians. Currently the company is soliciting demo reels from the music artists
and will choose the winner to perform at the much-heralded show in the music business. This will
give Stepping Stone Productions an opportunity to connect to the music industry at all levels and
promote its music video and EPK (Electronic Press Kit) production.

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Location Analysis
Location is critical to businesses that rely on foot traffic and who are in the retail business. Although
it is important for a media production company as to where its located, it is not of the same
significance as it relates to a restaurant or a clothing store for instance. Normally executives from a
business or a corporation do not walk into a production companys office seeking for a corporate
video; in fact sales people from Stepping Stone Productions contact businesses via phone, e-mail
or a personal visit to present the production companys demo reel and solicit work. Contacting the
record labels is done the same way.

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7.5 Industry Research

Source: SimplyHired.com
Current Status: The job trend for freelance video professionals does not look very promising for
the remainder of the year or early 2010 as indicated by the chart SimplyHired.com. However,
closer analysis will reveal that even the economy was slowing down last year, jobs in the video
production industry peaked in October 2008.
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The film and video industry is going through lots of changes, which are being affected by the
current economic climate. Although, a number of established businesses are failing, this is also
giving a rise to the opportunity of new businesses to emerge. This will allow Stepping Stone
Productions to offer its services in the corporate videos and music video production.
New Opportunities & Trends: With the explosion of websites and popularity of smart phones,
netbooks, and web based devices there is a growth in commerce on the Internet. Thus a number of
businesses are revamping their websites, making them user friendly and offering their services and
goods via their websites. Stepping Stone sees this as an opportunity to provide corporate videos
and commercials web friendly. Recently, SSP revamped the video promo for Docking Master a
portable remote device to dock boats safely and easily for their website.
Challenges and Reverse Trends: The biggest challenge SSP faces is the emergence of very low
cost one-man production companies that have sprung up everywhere. With the digital technology
available readily and cheaply, anyone who can afford to buy a small camera, a laptop and editing
software is in the business of video production. These low cost production companies are driving
the earnings down but at the same time pushing the already razor sharp competition even further
North. SSP will need to add one man production team model to its future planning whereby a
multiple number of one-man teams can compete in the market place.

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9.1 Print Ads

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9.2 Television Story Board

30 second spot

V: We are inside a movie theater;

its almost empty.
A: Intriguing background music

V: (tighter) on the screen:

Stepping Stone Productions
presents, appears.
Music: tempo upbeat

V: Suddenly people, animals

(dogs, cats, raccons, ducks etc).
start to fill the auditorium.

V: The slide on the screen changes

to Angels on Earth
A: We hear beautiful music

V: Gorgeous little angels begin

descending from above filling in
the empty seats.

V: Angels are flying in from all

directions, filling in the seats.
A: Crowd applauds, animals howl

V: Caption on the screen: Stories

that matter and..
A: Loud applause, whistles

V: Caption: Stories that Sell!

A: Animals howl, people cheer and
appluse gets louder

V: SSP Incs logo appears.

A: Music upbeat
People whistle and cheer

V: SSPs website address appears

on the screen.
A: Animals howl, crowd cheers

V: Fade to black
A: Fade out with picture

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9.3 Radio Script

Client: Stepping Stone Prods. Inc.

Spot Title: Stories That Sell
TX: 30 Radio
ANNOUCER

(IN A LOW VOICE, LIKE A REPORTER IN A COURT)

We are in a movie theatre, which is practically empty.
BACKGROUND INSTRUMENTAL MUSIC
We are expecting something to happen, oh, wait, the
curtains just parted and the film has started to roll. Lets
listen in.

ANNOUNCER
MUSIC

Stepping Stone Productions Presents

BACKGROUND UPBEAT MUSIC

ANNOUNCER

(EXCITEDLY) Oh, my goodness, I cant believe what I am

seeing. Suddenly people, dogs, cats, raccoons, ducks,
squirrels are rushing in and taking up the seats.

ANNOUNCER
MUSIC

Angels on earth
BACKGROUND UPBEAT MUSIC

ANNOUNCER

Oh, my little angels are descending from above. Its so

beautiful. Its so surreal. Listen to the crowd, ah!

SFX

CROWD APPLAUDS LOUDLY

ANNOUNCER

Stories that matter

SFX

CROWD APPLAUDS EVEN LOUDER

ANNOUNCER

Stories that sell.

SFX

PEOPLE APPLUAD, CHEER, ANIMALS HOWL

ANNOUNCER

Call Stepping Stone Productions for all your production

needs.

ANNOUNCER

There you have it, a real treat.

SFX

PEOPLE WHISTLE, CHEER, APPLAUD, ANIMALS HOWL

INSTRUMENTAL MUSIC UP AND OUT.

MUSIC

AND SOUND FADE OUT.

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9.4 Digital Media

Square Banner

Web Site: www.ssproductions.net

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9.5 Direct Marketing

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9.6 Press Release

Contact: Maria Sheikh
Phone: 954-234-6595
E-mail: info@mariasheikh.com
PRESS RELEASE
FOR IMMEDIATE RELEASE
STEPPING STONE PRODUCTIONS TO SPONSOR A MUSIC ACT AT THE
2010 WINTER MUSIC CONFERENCE IN MIAMI BEACH
MIAMI, FL- July 29, 2008-- Stepping Stone Productions Inc. (SSP) is sponsoring
a talented music act at the 2010 Winter Music Conference to be held in Miami
Beach. The company will spend ten thousand dollars on this sponsorship by
seeking the best unsigned band or a solo artist to perform in the much
anticipated New Talent Show as part of the Winter Music Conference attended
by industry professionals and executives from major record labels. The New
Talent Show will take place at Fountainebleau Resort Hotel, Miami Beach on
March 5, 2010 at 8:00 PM.
To be one of the lucky music acts to perform at the New Talent Show, SSP is
asking talented, unsigned bands or solo artists to submit their demo of three
songs on a CD and two color photos to Stepping Stone Productions Inc., 3310
W. Hillsboro Blvd, Deerfield Beach, FL 33442 by Sept. 30, 2009.
Stepping Stone Productions, a Deerfield Beach, FL based film and television
company, has produced music videos, documentaries and recently released a
major motion picture, Gringo Wedding in theatres in the US, Puerto Rico,
Colombia, South Africa and Europe.
ABOUT STEPPING STONE PRODUCTIONS
Stepping Stone Productions, Inc has successfully produced media content for
over 20 years for clients that include Warner Brothers, Atlantic Music Group,
Dino Music (Germany/Holland), Profile Records, Broward County Aviation
Department, Ft. Lauderdale International Boat Show among others. Its Music
videos have aired on MTV, MTV Europe, MTV Espanol, BET, VH1, Puma TV,
and hosts of broadcast, cable and satellite channels worldwide. Its awardwinning documentary The Pan Am Story has aired on PBS and the companys
recent motion picture is being screened internationally.
For more information, contact Maria Sheikh, at info@mariasheikh.com

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