INDIE MEME

local independent film non-profit showcasing Southeast Asian cinema

DIGITAL MARKETING STRATEGY

Project completed in FALL 2022 alongside

Elsie Akaduh, Samuel Berman, & Carmela Urdaneta

as a consultation through the Marketing Practicum course at the University of Texas at Austin

Highlighted sections are my individual work

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BACKGROUND RESEARCH

Examined current company status, impact of COVID, non-profit funding, and employee/volunteer structuring
Developed a summary of the market context, including a list of indirect and direct competitors
Attended board meetings to create a comprehensive SWOT analysis

POSITIONING

Examined main value offerings of company
Developed a detailed target market and consumer persona
Mapped the consumer purchase journey for becoming a paying member at Indie Meme
Developed an updated positioning statement, assessing Indie Meme within the film nonprofit category
Curated and launched a survey of current users in order to better understand user base demographics, attitudes, and behaviors
Analyzed findings from an overall level, festival attendees, and paying members

RECOMMENDATIONS

Discovered two main issue sources in Indie Meme and established the objectives of:
1. Building awareness
2. Improving attendee-to-member conversion
Developed Gantt Chart to give suggested implementation of strategies
Outlined anticipated financial costs of strategy implementation

STRATEGY 1: WEBSITE REORIENTATION

Established two main pain points of current websites
Designed new sitemap and proposed site changes using findings from primary research and CPJ
Established metrics for analyzing impact of new changes
Provided comprehensive SEO strategy, including suggested keywords, short-term and long-term site health objectives, and metrics for analyzing impact of new changes

STRATEGY 2: SOCIAL MEDIA PLAN

Developed social media toolkit, including social media templates/brand rules, caption suggestions, and a hashtag library
Created social media calendar and outlined multiple content sources
Suggested paid media strategy, including details on using Facebook Ads Manager, Google Ads, and understanding metrics