SEM Campaign -- East Lansing Film Festival

CLIENT

East Lansing Film Festival (ELFF)

GOALS

To attract people to attend and participate in the ELFF. Attracting not only an audience but to entice people to submit their films to increase involvement. Additionally, to promote the Lake Michigan Film Competition, which takes place at the same time, which can draw in a regional audience. 

AUDIENCE

The target market for the ELFF would be most effective if we were to gear our advertising toward East Lansing students. However, it is also important to reach out to the region. During the time of the ELFF, also is the Lake Michigan Film Competition (LMFC), which reaches out to states bordering Lake Michigan, so promoting the film festival to Indiana, Illinois and Wisconsin would be highly beneficial for ample participation. 

BENEFITS OF ONLINE ADVERTISING

Unaware of how large ELFF’s budget is, one of the main benefits for advertising online is how cost effective it is. More specifically with Google Adwords, you can essentially control your ads. You only pay-per-click and you can also set a maximum budget for your campaign. Google Adwords also give you the flexibility to control and change your ad as frequently as possible – that way if you’re not getting the results you want, you can adjust your strategy accordingly. 

KEYWORDS

All of the following words/phrases hold importance when trying to target an audience for the ELFF -- all suggested words/phrases are relatable to the event and what it entails:

• East Lansing Film Festival
• Lake Michigan Film Competition
• Film Festival
• Independent Films
• 48/5 Film Contest
• Documentary 

SAMPLE ADS

Three samples with different variations -- the first two directly announcing the ELFF, the last one using a title with a charged word to entice filmmakers to click.

MEASURING EFFECTIVENESS

• Run multiple ads at the same time to see which are gaining the most exposure and which ad is the most efficient. (Make sure that your ads have variations.)
• Use the tools that Google AdWords has to offer under "Reporting and Tools" tab. Track keywords, making sure that the keywords you are associating with ELFF are being used and also monitor the traffic coming to your site.