Your marketing campaign starts when you develop your project. Its not just the ‘thinking back from final delivery’ approach – a truly circular production model builds a round-trip narrative into the overall workflow. This can have may forms: From marketing to raise your funds through a crowd funding campaign [link to http://www.pozible.com/], to building co-creative community engagement to support your project from the very beginning. And once you have identified and involved your community, then use their expertise and support to leverage and reach users that otherwise may not access your work.
The community expressed their need to create a virtual tour and fund raising DVD. The virtual tour was needed because of the overwhelming success of their weekly visitor tours, which were becoming too demanding for the residents of this inner-city eco-housing project. We worked with them to find out how we could best reach their users and visitors – and created the content accordingly.
The final DVD was then used as a educational tool kit for students in universities, TAFE and schools and as a fundraising initiative for Urban Ecology.
This project involved a marketing strategy to invent it… in 2008 Change Media arranged a round table at the Indigenous Coordination Centre in Adelaide, and attracted the federal Attorney General’s Department attention.
And here is the marketing / CACD dilemma:
How can do you establish trust with the participants, when the client wants to make an educational crime prevention package?
Firstly, we acknowledged they are the experts on juvenile crime and secondly, they had power to not participate, so we needed to negotiate how we could work together. We could offer them a pretty amazing experience in co-creative filmmaking AND a chance to get to tell their stories if they wanted. But most importantly, we needed to clarify that the aim was to create work that could reach out to people they cared about, themselves, their younger brothers and sisters.
In short, the project kicked off with market research: what would have worked for you? What would you have listened to? Is there any advise you want to share?
After the initial bravado, all the participants came back and spoke from their heart.
And their stories won the best digital media resource award at the Screen SA Awards in 2009
The DVD is now used as an induction tool kit for justice departments and care facilities across the country.
One of the youth worker/ wardens said after the production, that he never had heard them speak about their life is such a deep and sophisticated way.
The marketing for the DVD was aimed at schools, use and shifted to a powerful induction tool for people who work in juvenile detention.