Discussion points:
Discussion points:
• Identifying your assets
Discussion points:
• Identifying your assets
• Pre-launch checklist
Discussion points:
• Identifying your assets
• Pre-launch checklist
• Managing your campaign
Identifying your assets
• Who’s interested in your film?
Identifying your assets
• Who’s interested in your film?
– Photojournalists – professional and amateur
– Friends
– Media professionals
– Relevant organizations: Trade groups, universities
Our assets
Our assets
Our assets
Our assets
Our assets
Our assets
— Friends
— Professional colleagues
— Trade groups
— Alumni associations
— Vast network of personal contacts
• including documentary
filmmakers and agents
Our assets
—
— Fans
— Celebrity friends & contacts
— Foundation contacts
Our assets
•
— A Hollywood
audience
— Influential members
of the Greek American
community
Our assets
— Endorsement
— In-kind donations
— Access to 2,000+ employees
Chris
JLC
GAF
Friends
Fans
Exposure
Contacts
Friends
Employees
Professional
orgs
Contacts
Endorsement
Etc.
Getty
Prestige
TIP
• It’s important to leverage your assets BEFORE
you launch your Kickstarter campaign.
• Show them the trailer, discuss your project,
get them on board BEFORE you launch.
• You don’t want to be explaining your project
to your key assets while also managing its
fundraising.
Essential tools: FB
Essential tools: Twitter
Essential tools: Instagram
Essential tools: Website
Essential tools: KS page
Prelaunch check list
Prelaunch check list
• Prime the pump with small announcements,
teaser posts, launch website.
Prelaunch check list
• Prime the pump with small announcements,
teaser posts, launch website.
• Schedule updates and new content.
Prelaunch check list
• Prime the pump with small announcements,
teaser posts, launch website.
• Schedule updates and new content.
• Decide on the length of your campaign.
Prelaunch check list
• Prime the pump with small announcements,
teaser posts, launch website.
• Schedule updates and new content.
• Decide on the length of your campaign.
• Coordinate your “ringers.”
Prelaunch check list
• Prime the pump with small announcements,
teaser posts, launch website.
• Schedule updates and new content.
• Decide on the length of your campaign.
• Coordinate your “ringers.”
• Clear your schedule.
Updates
• Our campaign had 15 updates, or an average
of one every other day.
– Video updates from our supporters;
– News and blog-like items;
– Behind the scenes;
– Stretch goal announcements;
– Many, many thanks.
Managing your campaign
Three-phase approach
• Week One — fast ramp up
• Middle Weeks — slow-down
• Week Four — blitzkrieg
Funding progress
Three-phase approach
• Week One, fast ramp up
– $0 - $44,000
• Middle weeks slow-down
– $44,000 - $60,000
• Week Four blitzkrieg
– $60,000 - $89,000
Three-phase approach
• Week One, fast ramp up
– Seed the campaign with cash from ringers first.
– Splashy announcement on all platforms: Facebook, Twitter,
Instagram.
– Repost on personal sites and to specialized Facebook groups, i.e.
the Vulture Club.
– Retweet and targeted tweets.
Twitter tips
• Keep your Twitter handle as short as possible
to accommodate retweets.
• Search regularly for mentions of you or your
project using #hashtags (but remember, not
everyone remembers the hashtag).
• Retweet what others tweet about you.
Referrers
Three-phase approach
• Middle weeks slow-down
– Most projects cool off after their first week.
– Use this time to make individual, private
appeals over email.
– Use your updates to keep content fresh.
– Post about any news relevant to your project.
– Especially post if you have any blogs or news
articles written about your project.
– Laying low is OK … you don’t want to burn
people out.
Three-phase approach
• Week Four blitzkrieg
– Prepare your ringers to push you over the top,
if needed.
– Ramp up posting on all fronts.
– Prepare clutch updates and final appeals.
– Add contact and URL information to the main
KS page before time runs out; you can’t edit
the site once the campaign is over.
– Add information about continuing to donate
to the film’s website (along with a link) in a
final update.
Pro tips
• Prepare stretch goals in advance in case you hit
your goal early.
• Prepare videos or other intensive updates well in
advance of your launch.
• Keep your posts on message.
• Prepare for the unexpected.
• Get a lot of rest and, again, try to find a partner.
Greg Campbell
gcampbell70@gmail.com