INEVITABLE FOUNDATION
Greenlight Disability Marketing Strategy Excerpt
Goal: Raise awareness about the demand by all audiences for entertaining films and shows with disability representation, highlight the untapped market of disabled audiences looking to be entertained and represented, and set the stage for the upcoming studio launch.
Key Message: The entertainment industry’s lack of entertaining disabled storytelling ignores a growing market. People are entertained by quality content that resonates with them, so creating entertaining disability films and tv shows builds trust, satisfaction, and increases revenue.
Content:
• Campaign graphics
• Photos and videos of billboard, shelters, and digital screens
• Letter to Hollywood signed by industry leaders
• Press pieces covering billboard and letter
Hashtag: #GreenlightDisability
Toolkit:
• Audience: partners, board, and community
• Brief context and instructions,
• Email copy, social media copy, campaign graphics, social media links, alt-text
• Campaign graphics
• Photos and videos of billboard, shelters, and digital screens
• Letter to Hollywood signed by industry leaders
• Press pieces covering billboard and letter
Hashtag: #GreenlightDisability
Toolkit:
• Audience: partners, board, and community
• Brief context and instructions,
• Email copy, social media copy, campaign graphics, social media links, alt-text
Marketing and Communications Strategy Excerpt
Organizational Mission: To invest in disabled writers and filmmakers so they can achieve artistic and financial freedom and use film, television, and media to destigmatize disability and mental health globally.
Marketing and Communications Objectives: Leverage Inevitable Foundation communications channels to support disabled screenwriters while solidifying our position as an industry leader. Increase program applicants, raise and spread organizational awareness, expand donor pool, and increase program funding.
Target Audiences: Current and prospective funders, creative executives, program participants, showrunners/EPs, nonprofits, journalists, impact investors, industry professionals, assistants, and VIPs.
Communications Content Calendar
I started by considering organizational categories because it was necessary to communicate about the organization as a whole and all the ways the organization serves disabled creatives through programs, fellowships, funds, research, and more. Within these categories, I also included partners and external organizations relevant to disabled creatives.
The next logical considerations were the channels of communications, including social media, emails, print advertising, and billboards.
I then populated the content calendar based on leadership needs, organizational priorities, and programmatic deadlines.
The result was significant time saved, a consistent flow of communication, increased awareness for Inevitable Foundation as a whole and on categorical level, and well informed and engaged audiences.
