MATO PAHA NEW MEDIA PUBLICITY STRATEGY

• REVENUE is generated through DVD Sales. Mark has mentioned that you have a lot of places/ways to sell DVDs, which is great.  This analysis focuses on Screenings and the Bear Butte WEBSITE, both great opportunties for DVD Sales.

• The assumption is, if we can maximize Screening attendance, as well as WEBSITE traffic, we will maximize REVENUE from DVD Sales.

• Most every step in the process generates at least some awareness, and awareness is good, but there needs to be some mechanism to turn awareness into ACTIVISM, and the best way of doing this is to maintain the Bear Butte WEBSITE with useful contact info and/or up-to-date activism information.

• The main way to harness interest in MATO PAHA for the benefit of RELATED PROJECTS is to direct traffic to the Bear Butte WEBSITE, where you include information about your other projects
 
• Also consider creation of a Medicine Wheel Media Website with the dedicated purpose of PROMOTING RELATED PROJECTS.



• The WEBSITE is the centerpeice of the promotional plan, and the single best tool for acheiving all three principal goals.

• Accordingly, we should take every opportunity to direct as much traffic as possible to the WEBSITE.

WEBSITE RECOMMENDATIONS • Clean up the WEBSITE to better acheive the principle goals. Consider focusing it on three things: information about the film (especially upcoming Screenings), buying the DVD, and BEAR BUTTE ACTIVISM.  • Devote a significant  amount of space on the Bear Butte WEBSITE to RELATED PROJECTS, but not as a primary focus. Of course, this WOULD be focus of the proposed MWM Website.  • Intersperse information about RELATED PROJECTS sparsely throughout the Bear Butte WEBSITE, and having all such information link to the dedicated MWM Website. • Also include additional text links to the MWM Website in appropriate areas of Bear Butte WEBSITE, as well as a prominent link incorporating the MWM logo. • Include a prominent link for joining the Facebook page on the Bear Butte WEBSITE. • We are happy to provide further specific recommendations for the website, to you, or directly to your web developers.

• A well-organized, high-traffic WEBSITE will boost Screening attendence.

• Screening attendees are likely to join the Facebook page, and Facebook page members are very likely to attend Screenings. Furthermore, scheduled Screenings make for great Facebook updates.

• Social networks (i.e., the Facebook Page) also have the potential to turn awareness into ACTIVISM.

SCREENINGS RECOMMENDATION • Mention both the WEBSITE and the Facebook page at Screenings  (in addition to selling DVDs, of course!

• PRESTIGE groups together anything you could brag about: acceptance into Film
 distinctions, holding or being part of special screenings, etc.

• PRESTIGE is useful for promoting  Screenings and increasing traffic to the WEBSITE, as well as providing updates for Facebook and the WEBSITE.

• The Facebook page works in synergy with the WEBSITE, but operates very differently. Individuals might only vist the WEBSITE once, or perhaps just sporadically. Interested individuals will still tend to visit the website only when they are seeking information (e.g., they view the film and want to buy a DVD, or are compelled to donate to a relevant cause)

• Fewer people can be expected to join the Facebook page than visit the Bear Butte Website; however, those that do join on Facebook represent a more comitted and valuable audience constituent.

• A very nice thing about Facebook is that you can use it to make announcements to your members, for example, to alert them to upcoming Screenings that could be in their area.

FACEBOOK RECOMMENDATIONS • We know Facebook; think it is a good social-networking match for MATO PAHA; and can lend our help in using Facebook to promote the film. • We will create the MATO PAHA Facebook page. Mitch, Megan, and David will be moderators, as well as anyone else you care to designate. • Aggressively beseech people to join the MATO PAHA Facebook page. • When we first launch the Facebook page, post status updates from your personal Facebook account every few days, linking to the Facebook page and beseeching your friends to join. (We'll do the same!) • The YouTube trailer is a great tool for getting people to join the Facebook page. It lets them see that it's something cool, worth being a fan of. The video will certainly be on the Facebook page itself, and you can also link to it on YouTube in recruitment status updates (not depicted on the diagram). • Benefit from "network effects": your objective is to get not only every one of your Facebook friends to join, but also every one of their friends! (And so on.) • Then keep your Facebook page members engaged by offering consistent updates when you can (e.g., reliably so many time per week or per month).  • Screenings, PRESITGE, and Press Releases make for good updates. Information about Bear Butte, making of the film, photos, video clips, etc., can provide the occational update. • Every now and then you could make updates pertaining to BEAR BUTTE ACTIVISM or to PROMOTE RELATED PROJECTS. • It's important to remember, though, that the Facebook page is dedicated to the movie MATO PAHA, so we should try to keep updates movie-oriented and relevant to the interested or potential audience. Most members receive email updates, and thus could leave the Facebook page if they get too many off-topic messages in their in-box. • Any activity on the Facebook page will increase the likelihood of new members joining through their social networks.

• Updates are useful to the WEBSITE, too.

• PRESS is useful in its own right, because it increases awareness, and might result in more WEBSITE traffic, higher Screening attendance, etc. (not depicted on the diagram).


• PRESS also relates to BEAR BUTTE ACTIVISM, since fundamentally it's getting Bear Butte into the public discourse, ideally in the form of favorable coverage (not depicted on the diagram).

• Press Releases are the easiest and most effective way to shape PRESS, particularly when subtler methods are not effective. Something like 2/3 of "The News" is directly from Press Releases. In the digital age, they are also disseminated as updates to Facebook and the WEBSITE.