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EBB359 – EBBS Portfolio V Course Project Template 2020

The Distribution & Marketing Plan Template

Using this Template (attached below), provide your researched ideas and findings for the distribution & marketing strategies you will recommend for the logistical movement and delivery of the product to targeted users in a niche market. You should research similar products to determine what other self-distributors are doing to deliver their product to a niche market.

Some of the information will come from your notes on the Client Interview (Project Information, for example) while other information will be based on your team discussing ideas (Company Information, for example). But the majority of the information will come from the research you each put into fulfilling the information required to exhibit a competent business plan to a potential client.

The template is an instructional guide for organizing your paper with headings and sub-headings provided. Keep all information that is in BLACK as it is including the headings and sub-headings, where applicable. Remove or replace everything else that is in BLUE with your original content.

Do not include any of the instruction comments in blue in the Template when submitting this assignment. Reproduction of anything other than the headings and sub-headings from the template will cause a deduction in points for your assignment.

Use the Budget portion of the Course Project Template found in the Course Overview section of this course to organize your distribution and marketing expenses based solely on your researched cost elements directly related to your plan. List each item you plan to spend money on, the frequency with which you will use it, and the cost for your company’s first year.

All of the researched tools and tactics found in the written section of the plan must match the dollars that are allocated to them in the Budget Worksheet.

Do not include any costs in the budget that are not directly related to specific researched distributing (selling) and marketing (building awareness) strategies proposed for the product by you.

Costs should be realistic for what you are trying to accomplish. Remember you are working with a maximum micro budget of $1500 for the entirety of the one-year plan. So, for example, World Tours and World Premieres are out. This budget will barely afford more than a local venue or two to showcase your product.

All of the exampled line items in Sales Projections as well as Budget must be removed and replaced with information specific to your project.  

Distribution and Marketing Plan for

your prospective client’s project title

Part 2

Your Company Name

Your team member names

EBBS Project & Portfolio V

Date

In this section, you will lay out your distribution strategies for this one-year plan. Be sure to exhibit thorough research of potential distribution methods for each sub-section. Remember, even though the potential media project might only initially be planned for online distribution, it is imperative to include a Brick and Mortar strategy as it not only benefits additional income potential but also assists in creating awareness of said project.

VI. Distribution - Year One:

Self-Distribution Plan

Theatrical (only include if project is a film)

If your product is a film, what kind of theatrical release will you plan for it in theaters? Which theater(s)? Remember that chains such as AMC and Regal will not deal with independents, only large distributors. These should be focused on a local independent theater that can best showcase/exhibit your product.

Brick and Mortar Outlets

What are the names of the retail outlets (brick & mortar) where you will attempt to sell/showcase the project? Remember, the “big box” stores like Walmart will not deal with independents, only large distributors. These should be focused on researched local businesses within your target market city that can best showcase/sell your product. Even if the project is only planning for online, this must be researched as a possibility in an innovative fashion to still give the project a physical presence.

Aggregator

Which aggregator will you use to get your product online? (This should be the same aggregator you selected in your Research an Online Aggregator assignment.) Make sure to budget for this and include possible revenues in Sales Projections. Remember that even though the potential client may already have decided on an aggregator, you are proposing options to consider for the future, if not now. Make sure you state recognition of such before introducing an alternative option.

Project Website

Provide a researched available domain name for the product. It is not to be purchased, only to be proposed. Keep in mind the cost for purchase should not be much. Many options generally go for anywhere from $6.99 to $19.99. Then describe the website in detail. What would the main page look like? What pages could you link to? What would each of those pages look like/do? Also, if you planned to collect payment, would it be via a merchant account or third-party payment processor? Which one?

Customer Relationship Management Systems

You’ve introduced the project website above. Now flex its muscles. But make sure the site is not the only tool you use. It can be a thoroughfare but make sure it connects within the social media spectrum. Use the questions as a guide to thoroughly explain the CRMS.

How will you collect your customer’s data so that you can communicate with them and form a relationship?

What will you do to form a relationship?

How will you use the website to do this?

How will you handle customer complaints and suggestions?

The above four questions should not simply be answered as the reader will be at a loss to understand the context of what was simply answered. Produce an original section explaining your CRMS with the above questions as your guide.

In this section, you are describing plans beyond this one-year plan. Basically, finding a way to go big. And that way is done by researching large distributors/publishers who have a national, or even global, reach when it comes to distribution and marketing muscle. And not just any distributor/publisher, but those specific large and powerful companies that would find this project falls within their wheelhouse. And then, since any large company worth their salt would not just let any Tom, Dick, or Harry into their offices to pitch, you need to exhibit your ability to network. This means proposing unique methods (emailing or tagging in a post don’t cut it since everyone and anyone can do that… and probably does) to gain their attention and potential audience for a pitch. The more innovative, the better as the goal in networking is to make you stand out from the crowd banging on their doors.

VII. Distribution - Year Two:

Finding a Large Distributor or Publisher

Once you’ve proven success in the first year through independent distribution and marketing, there may be potential to take the project to a large distributor in order to widen the success of it. In games and apps, there is more potential for such than a feature film or documentary. But if you are working with a short film, large distributors can see more potential to build a feature around them based on the success you garner from this one-year plan.

Year 2 should exhibit, from your research, the best approach to reach major distributors or publishers in your project’s field.

The first paragraph is where you’ll pinpoint through research which companies would best work with your project based on their body of work. For example, if you’re a documentary, all of the major studios will not be a smart target where research will locate niche distributors seeking such a genre of film.

Then in the second paragraph, how you will gain their interest enough to earn an opportunity for a future meeting to pitch. If this is a short film, which festival may best showcase the project for expanding to a feature for potential studios? If this is a game, is a convention your best route or a showcase or even a viral stunt? It might even be a personal contact or one already culled through your own experiences with the industry so far.

In this section, you will lay out your distribution strategies for this one-year plan. Be sure to exhibit thorough research of potential distribution methods for each sub-section. Remember, even though the potential media project might only initially be planned for online distribution, it is imperative to include a Brick and Mortar strategy as it not only benefits additional income potential but also assists in creating awareness of said project.

VIII. Sales Projections

Price and Sales Projections (based on $**** budget)

The budget listed above should reflect your researched budget based on every cost element found for this plan. Though $1500 is the maximum, remember that a lower budget could mean greater profit when all is said and done.

Choose a price for every version of your product. Will you be selling physical units, DLCs, downloads, VOD, single songs, deluxe versions, T-shirts, live show tickets, etc.?

Using the below template (revised for your product), break down and calculate how many units you project sales of both in Retail (all revenue earned) and Wholesale (portion of revenue earned after splitting with said distribution partner). Under each section, make sure to include any forms of possible sales along with a price, projection of units sold and projected net revenue. Remember that under retail, this should be 100% profit since you are selling direct to the consumer. But under Wholesale, make sure to reflect a price to the amount received after your split with retailers. Since each could vary, note the percentage split projected from each item.

Prepare sales projections for your project. The template below is only an example and should not be replicated except for the format and layout. Everything written should be from your own plan and model. Remember, “A picture is worth a thousand words.”

	Price	Projected Units	Projected Net Revenue
Retail (Selling directly to consumer)
DVD (film’s website; after screenings)	14.99	50	750
VOD (film’s website)	3.99	3,00	1,197
Download (film’s website)	9.99	50	500
Wholesale/Dealer Price** (Selling to a retailer)
Theatrical/Semi-theatrical (Enzian)*	6.00	60	360
DVD (Gas n Go, Smith’s Groceries)	8.99	100	899
VOD (iTunes, Amazon, etc.)	2.39	500	1,195
Download (iTunes, Amazon, etc.)	5.99	150	899
Projected Total Net Sales Revenue			$5,800
* Assumes 50/50 split with exhibitor ** Assumes 60% of retail price

Return on Investment (ROI)

In a few sentences, give a bottom line to the above projections with your ROI. State the projected ROI first based on what is listed out in the Sales Projections.

EXAMPLE: An ROI of 287% based on profit of $4,300 is projected by the close of the investment year.

Also, project a low end estimate as well as a high end estimate.

EXAMPLE: The ROI could decrease as far as 248% based on profit of $3,720 on the lower end and increase to ROI of 325% based on profit of $4,880 on the higher end.

Also include how you came to these ranges based on your consideration of factors within your target market contributing to the plus/minus ratio you propose.

EXAMPLE: This range was based on a plus/minus of 10% based on research into the prospective target market.

In this section, you will lay out a detailed plan for Marketing. First, listing all of the promotion tools that will be utilized within the Promotions subsection. Then, a thoroughly researched and executable Promotions plan for the investment year. This means, theoretically, that the pages of the Promotions subsection could be handed to a coordinator who could immediately enact each promotion tactic. A true boots-on-the-ground battle plan for marketing all year.

IX. Marketing

Marketing Tools

Provide fifteen marketing tools you’ll utilize in Promotions below (i.e., designs for ads, signs, flyers, websites, etc.). Account for each cost for these items in the budget. Some tactics could be used in multiple phases.

Promotion

This should be extensive and detailed as it is the core of how you plan to enact your marketing plan. Put the pre-release, release, and post release tactics into a timeline that covers the investment year. The parenthesis beside each phase title should include all months included in that phase starting with the beginning of the month following the current month.

Pre-Release (i.e., August through October)

Strategy

What is the pre-release strategy for the launch of this product?

Tactics

List five (or more) tactics you will implement to work the pre-release strategy.

List the date(s) (up to a week) each tactic occurs on followed by details.

EXAMPLE: May 27th-May 30th - Poster placement and flyer distribution over Memorial Day Weekend at Enzian Theater.

Release (i.e., November)

Strategy

What is the release strategy for selling this product the day it is available?

Tactics

List five (or more) tactics you will implement to work the release strategy.

List the date(s) (up to a week) each tactic occurs on followed by details.

EXAMPLE: May 27th-May 30th - Poster placement and flyer distribution over Memorial Day Weekend at Enzian Theater.

Post-Release (i.e., December through July)

Strategy

What is the post release strategy for selling this product?

Tactics

List five (or more) tactics you will implement to work the post-release strategy.

List the date(s) (up to a week) each tactic occurs on followed by details.

EXAMPLE: May 27th-May 30th - Poster placement and flyer distribution over Memorial Day Weekend at Enzian Theater.

XI. Appendices

This final section will include all of the references accumulated from this month’s project. Be sure to use proper APA format.

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