Community Partnerships Campaign Overview

Transcript

1. Community Partnerships Overview
2. This year, we had a 180% increase in Community Partners. Compared to 2021’s 20 community partners. This year, we had 76.
3. ALL COMMUNITY PARTNERS American Institute of Architects Orange County American Poolplayers Association Orange County & South Orange County Aquarium of the Pacific Arts OC Balboa Island Museum Ben Carlson Memorial Foundation Bowers Museum British-American Business Council OC-LA Court Appointed Special Advocates (CASA) of Orange County Culture OC Commodores Corona Del Mar Chamber of Commerce CureDuchenne Downtown Santa Ana Art Walk The Elite OC Environmental Nature Center Friends of the Newport Beach Animal Shelter Haunted Orange County Holocaust Museum LA Hub of Integration, Reentry & Employment (H.I.R.E) Orange County Huntington Beach International Surfing Museum Inclusion Matters by Shane’s Inspiration Impact Giving OC Marathon Running Festival Orange County Asian and Pacific Islander Community Alliance (OCAPICA) Orange County Deaf Equal Access Foundation MenAlive: Orange County Gay Men's Chorus Orange County HomeGrown Farmers Market Orange County School of the Arts (OCSA) Orange County Wine Society John Wayne Cancer Foundation Laguna Ocean Foundation Media Services 55 of Laguna Woods Village LGBTQ Center Orange County Mariposa Center MSBL/MABL of Southern California Kerckhoff Marine Laboratory KJAZZ 88.1, a service of CalState Long Beach KOCI Radio 101.5FM NAMI Orange County (NAMI OC) Newport Bay Conservancy Newport Beach Chamber of Commerce Newport Beach Arts Foundation Newport Beach Central Library Newport Beach Public Library Foundation Pacific Symphony The Performer’s Academy Plastic Pollution Coalition Preserve Orange County Road 2 Recovery Foundation Ronald McDonald House® Orange County Regal Edwards Irvine Spectrum Regal Edwards Big Newport Regal Edwards Metro Pointe Still Protecting Our Newport (SPON) Surfing Heritage & Cultural Center Surfrider Foundation North OC Turnaround Arts: California The Autism Community in Action (TACA) The Frida Cinema The Tiyya Foundation US Association of Rugby League Inc. (USARL) Ukrainian Cultural Center of Los Angeles Wetlands and Wildlife Care Center World Affairs Council of Orange County World Wildlife Fund (WWF) Water Environment Federation Grundfos Foundation water.org Chapman University Dodge College of Film University of California, Irvine, Paul Merage School of Business University of California, Irvine, School of Humanities California State University, Fullerton Department of Communications California State University, Fullerton Extension and International Programs / International Education and Engagement Orange Coast College Film & Television Saddleback School of Arts, Media, Performance, and Design
4. How? Full-time status allowed directing a team of 5-10 interns, and more time/effort spent. If filmmakers had pre-existing partners, we provided them benefits in exchange for sharing a discount. New collegiate audience created new opportunities for engaged partnerships. Creating a holistic organization system in Google Sheets/Excel helped track everything. Being persistent on follow-up when people don’t respond.
5. *Not inclusive of all departments’ deadlines/timelines. Subject to change. • Begin research on potential partners & accepted films • Outreach/negotiations to partners with deeper engagements (organizations we have history with or have more potential for engagement). • Evaluate current intern selections for dept. JULY - AUGUST SEPT. WEEK 1 - 2 SEPT. WEEK 3 - 4 OCTOBER WEEK 1 OCTOBER WEEK 2 • Continue supporter outreach • Provide locations and flyers for NBFF street team • Schedule and train interns for on-site partner greeting • Email all arrival logistics to partners • Continue partner engagement with flyer postings, digital inclusion, etc. • Continue negotiations/outreach/research as films are accepted • Provide film assignments and available marketing materials to partners (film stills, copy, etc.) • Submit organization names for LA Times pullout • Create flyer/social media templates for feature film marketing • Assign interns to programmers & train them on marketing creation • Digital partner engagement begins with social media/newsletter inclusions • Keep track of all partner engagement • Tablings/in-person appearances at events • Fulfill newsletter/social media benefits on rolling basis • Inform filmmakers of partner pairings • Continue sending film assignments/ marketing materials • Create discount codes FESTIVAL WEEK • Greet partners • Ensure speaking segments go smoothly • Provide on-site support for special partner events GENERAL TIMELINE • Complete last-minute partner negotiations/acceptances. • Fulfill ticket requests and promises on rolling basis • Submit list of names for Community Partners slide • Continue partner engagement with flyer postings, digital inclusion, etc. • Begin supporter outreach POST-FESTIVAL • Evaluate partners & process • Write & send thank-you cards • Strategize deeper engagements with interested partners • Close out intern training
6. Partnership Engagement Digital Media Surface-level engagement Increased brand awareness Newsletter Inclusion Social Media Inclusion Includes specific feature film, event, and/or general film festival Tablings Deeper engagement Increased brand awareness Tablings at specific events Targeted print marketing Giveaways, participation, and ability to connect with consumer Field Trips Deepest engagement Direct ticket sales Wholesale, school discount on bulk tickets Only provide tickets & marketing, not transportation Physical Media Deeper engagement Increased brand awareness Providing flyers/pullouts for events At standing tables, in goodie bags, in raffles, etc. Special Events Deepest engagement Direct ticket sales/community impact Screening is created for partner Larger impact than ticket sales May require a sponsor/ involvement earlier than July Speakers Benefit for the partner Strengthens NBFF’s association with the community Heavy administrative work with intern scheduling Not all partners wanted to speak due to personal preference
7. Partnership Engagement (cont.) Digital Media All partners are involved. Usually, our benefits do not involve digital cross-promotion to not dilute the cost for sponsors. Tablings DTSA Artwalk, ENC, Bowers Museum, CSUF IEW, UCI Film, Dodge College. Dependent on the partners’ events and if we are aligned. Field Trips Orange County School of Arts. Potential for the local highschools to engage, but received their contact too last- minute to commit. Contact in summer, not October. Physical Media Good for tablings, but also for partners with events that have no tabling opportunity. Haunted OC, Newport Beach/ Corona Del Mar COCs, Dodge College, all supporters. Special Events Turnaround Arts: California Balboa Island Museum Potential Special Event Partners: Aquarium of the Pacific Easterseals Disability Film Challenge Environmental Nature Center Speakers About 46 partners attended and spoke before screenings. Requires briefing for programmers/ interns, comped tickets. Some screenings had small audiences, to partner’s disappointment.
8. Partnership Highlights Successful partnerships & detailed involvements.
9. Inside Out 2 with Q&A and M&G In collaboration with Turnaround Arts: California About 100 kids & families from underserved communities Special meet & greet and Q&A with Oscar-Winning Dave Holstein Provided 100 snack boxes (popcorn, drinks, candy) Awarded Holstein ‘Artist of Distinction - Screenwriting’ Moderated by PBS SoCal’s Maria Hall-Brown Screening was closed to the public; only meant for the kids.
10. College Involvements Tablings, Webinars, Info Sessions, and more. Chapman Dodge Chapman University, Dodge College ‣ Marketing from hosting an info session about NBFF ‣ Coordinated 2 interviews with filmmakers for Dodge students’ media outlets, ‣ Several dedicated email blasts to students with special graphics ‣ Sponsorship UC Irvine UCI Paul Merage School of Business ‣ Involvement in Merage Applied Consulting program UCI School of Humanities ‣ Dedicated email blasts to students with special graphic ‣ Marketing from participation in a professional development webinar CSU Fullerton International Education Week, in collaboration with CSUF International Education and Engagement, Academic Affairs). ‣ Tabling during IEW kick-off + raffle. ‣ Inclusion on website & programming ‣ Press coverage through Academic Affairs
11. Unique Engagements Creative partners to work with in the future. The Elite OC Listed NBFF as their Charity of the Month, directing all marketing to our ticket sales and events. Hosted two post-event receptions for two films. Docomomo Connected one of our films to their annual Tour Day, and co-presented 3 architecture films. Hosted a social media raffle. Newport Beach Arts Foundation Provided about $1,000 worth of sponsorship benefits and a table for their annual Newport Beach Arts in the Park. Media Services 55 of Laguna Woods Provided three 10-minute interview spots and 240+ 30-second ad spots across 8 channels in exchange for comped tickets, passes, and visibility KJAZZ 88.1 Created and provided twenty 20-second radio ads for our jazz film. KOCI Radio 101.5 Hosted two interviews with rock-related filmmakers and aired them.
12. Partners with Standing Tables These tables required refills of flyers/merch/etc. Regal Edwards Irvine Spectrum Staffed occasionally by interns to host a prize wheel. Regal Edwards Big Newport Regal Edwards Metro Point Newport Beach Central Library Pullouts and table tents were provided to their staff, which they distributed as needed. Oasis Senior Center
13. SWOT Analysis Evaluation & Suggestions
14. Strengths Increased Brand Awareness. Through 70+ partners, we expanded NBFF’s reach through the local Orange County community, especially targeting those who are mission-oriented and aligned with a particular cause. Strengthened pre-existing relationships and opened opportunities for year-round growth. NBFF grew its nonprofit and collegiate relationships, such as Laguna Woods Media Services 55, the Frida Cinema, LGBTQ- oriented nonprofits, local Newport Beach organizations (ENC, Arts Foundation, Central Library, etc.), Chapman Dodge College, CSUF International Programs, and UCI Paul Merage School of Business and Humanities. The Aquarium of the Pacific and the Environmental Nature Center are especially interested in hosting an off-season event, utilizing their venue and our programming to cross-promote. The Turnaround Arts collaboration was restarted, and there is potential to partner with the Easterseals Film Disability Challenge again. Increased ticket sales for key screenings, leading to sell-outs. Certain partners bulk-bought tickets, either fully selling out theaters (Balboa Island Museum and Newport and Me: Seymour Beek) or contributing to its sell-out (The Orange County School of Arts’ Film Conservatory and The Wedge). Increased credibility due to nonprofit associations. Our nonprofit relationships elevated NBFF’s brand by further emphasizing our commitment to the local community.
15. Weaknesses Little use of special discount codes overall. The highest use of a specialized discount code came from Impact Giving (18 uses). For the most part, discounts were used less than 5 times at maximum, and were typically at 0 uses. The overall highest usage was NBFF25, the code meant for street team’s physical flyer distribution and any last-minute partners. Total, it had 98 uses as it had the widest spread distribution across Newport Beach. Majority surface-level partnership due to efforts spread thin. The administrative work required to complete 70+ surface-level partnerships is enormous for one coordinator, even with intern support. Resulted in an overreliance on digital engagement and weak tablings. Intern operations. ‣Intern onboarding timeline. The timeline of intern onboarding and the community partners timeline was not conducive to integrating the interns into the process. Resulted in their responsibilities only allowing research, creation of social media graphics, copy, and email copy to support outreach and programming efforts. Limited outreach/ partner communication. ‣Email structure. Each intern having their own email, rather than having one departmental email, resulted in all information concentrated in my work email, of which interns had no access to. ‣Added marketing responsibilities. End of summer, the feature film marketing (aka Programming) interns were integrated into the community partnerships department and vice-versa. As a result, I had to fill in gaps for the programmers that ultimately took away from partnership development, as I learned about new responsibilities at the same time as my interns. Compounded with the inconsistent onboarding timeline, it felt that my interns were not on the same exact page on departmental progress due to being on different days, different departments, etc. ‣Scheduling. Scheduling interns to greet community partners was time-consuming. It took away from engaging my partners to the fullest extent right before the film festival began, which is arguably when it was most important. Inefficient administrative processes. Difficult to maintain organizational systems as new information was found due to the large amounts of change day-to-day. Particularly because of the email structure, interns could not update these systems on my behalf.
16. Opportunities Full departmental and program re-structure. Fully integrate feature film marketing into department, providing clarity to the department’s overall role. Interns should be able to manage all surface-level partnerships, giving coordinator more energy to engage deeper partnerships. Have one community partner email. Only use one departmental email to increase administrative efficiency & increase intern’s depth of responsibility. Use a singular project management software like Asana or Monday.com. At least integrate programming and partnerships departments onto one software to provide real-time updates to feature film acceptances, Q&A info, filmmaker info, etc. New benefits/auction items. Rather than depending on Opening Night Screening + Gala tickets as the highest- value auction/benefit item, start promoting our sister organization, OC Film Society. Special discounts or 6- month/1-year passes to OCFS can be provided as an item, preventing the issue of overselling Opening Night tickets. Remove speaker benefit in favor of focusing on engagement. Rather than speaking being a benefit for partners, have them attend as guests and ask programmers to do a quick opening note on their behalf. Easier on both parties.
17. Threats Inability/inefficient way(s) to track community partnerships effectiveness, for both the partner and ourselves. As shown by low discount code use, not all partners will use the code. Needing approvals from several departments to accomplish the full extent of the program, all of whom have different processes and project management programs. The lack of one project management system worsens the administrative work as coordinators need to appeal to everybody’s individual communication preferences. It takes away from partnership engagement. Over-reliance on other departments for benefit fulfillment or progress-check. No benefit can be fulfilled by just the coordinator. Especially for tickets and passes, this creates more hurdles and admin work, especially if benefits are not fulfilled correctly. With NBFF’s seasonal staff turnover rate, this can damage the credibility of the program if benefits are not properly sent or fulfilled on time. Misunderstanding value of benefits and misusing verbiage. The LA Times Pullout’s value had been diluted by adding all existing community partners to it. It was initially pitched as the most exclusive benefit before an executive request to add all partners. Additionally, many partners saw speaking as a deliverable to fill, rather than a benefit for their organization. There was also no monetary assignment to any benefits before and during my position, even after asking our sponsorship/marketing team for clarification. Future misunderstanding of the value can ruin the benefits of the program, reducing our credibility and effectiveness.
18. Source & make marketing materials ASAP, on rolling basis. Create Community Partners Email for all outreach. Simplify the Masterlist sheets for easier internal understanding. Ensure partner interns have at least one day where they are all in-office for reports Ask pre-existing partners for new contacts to reach out to for an easier connection. July Festival Week TIPS FOR NEXT YEAR
19. Thank you for viewing! Please direct questions to bernadette.velasco@newportbeachfilmfest.com