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Eddy Sanchez
Nov 239 min read

Integrated Marketing Strategy

Updated: Dec 13

Integrated Marketing Strategy





Goal:

Goal 1: Increase Brand Awareness and Engagement  

Goal 2: Boost Website Traffic and Subscriptions  

Goal 3: Create a Community of Horror Film Enthusiasts  


Objective:

  •  Objective: Build a trusted brand among horror fans.

  •  Key performance Indicator (KPI): Increase social media followers by 20% in six months and track engagement rates (likes, shares, comments). This can be tracked in Google Analytics.

- Objective: Drive traffic to the platform and convert visitors into subscribers. Reach a wider audience by boosting the post on platforms like LinkedIn, Facebook, Instagram, YouTube and X.

  •  KPI: Achieve a 15% increase in new subscriptions and a 10% increase in average viewing time.

  •  Objective: Cultivate a loyal community through social interaction and events.

  •  KPI: Host regular virtual events and increase user-generated content by 10%.

  • Create a Content Calendar. 


Buyer Persona: (Average Age 20-45)

Jake Thompson

  • Age - 32

  • Horror film enthusiasts

  • Education: Bachelor’s in Computer Science  

  • Income: $85,000/year

  • Location : Chicago, IL

Personality: 

  • Personality: Social, creative, thrill-seeker, outgoing  

  • Hobbies: Reading, photography, horror podcasts, visiting haunted attractions, streaming services.

Pain Points: (Likely problems) 

  • Struggles to find quality horror films that aren’t overly predictable or reliant on jump scares.

  • Frustrated with the lack of depth in many modern horror films.

Favorite Platforms:

  • Reddit, Twitter, YouTube, Twitch

Personal Goals:

  • Seeking engaging and clever horror films with strong storytelling.

  • Wants to explore lesser-known indie horror films that push the boundaries of the genre.

  • Enjoys connecting with online communities to discuss horror films and theories.


Strategies:

1. Social Currency

  •  Tactic: Launch "Horror Insiders" membership program for exclusive content access. I’ll start an online horror club.

  •     Execution: Promote the program through targeted social media campaigns that emphasize exclusivity.

2. Triggers

  •     Tactic: Align content releases with cultural moments like Halloween and Friday the 13th.

  •     Execution: Use social media and email newsletters to remind audiences of these events, encouraging horror film viewing. This can be done with Wix.

3. Emotion

  •     Tactic: Create emotionally charged trailers and social media posts.

  •     Execution: Share content that evokes fear and excitement, prompting fans to engage and share their experiences.

4. Public

  •     Tactic: Design shareable content such as TikTok challenges and profile frames.

  •     Execution: Encourage fans to participate in challenges that enhance visibility and community interaction.

5. Practical Value

  •  Tactic: Provide useful content like film recommendations and watchlists.

  •     Execution: Share curated lists and guides tailored to audience interests through blogs and social media.

6. Stories

  •     Tactic: Develop narratives around iconic horror films and fan experiences. My top 5 horror films of the 2000’s for example.

  •     Execution: Create campaigns that encourage followers to share their own horror stories.


Tactics:

Graphic Identity

  • What will you develop? Yellow lettering spells out "EsoneFilms" in all caps. Immediately below it is my motto in red letters, "Hard Work Meets Creativity," also in all caps with a blue tinted raven. Blue is supposed to symbolize trust. The yellow color represents optimism and joy. Red represents power and dominance.

  • Will it reflect your brand? My graphics reflect how I want people to view my brand.


Blog

  • My goal is to blog twice a week, on Mondays and Fridays. Depending on my work schedule.

  • New writers' tips and advice. Prize giveaways for contests.


Social Media Marketing

2nd Instagram post Link

Hi Everyone!

Check out my latest podcast! It's also available on YouTube. The links are in my Bio.


-End-

YouTube post - Link below


  • How often will you post? My goal is to blog twice a week, on Mondays and Fridays.

  • What time of day? At five o'clock, I'd like to post.

  • What will you post? My blog will include tips on writing horror stories and a behind-the-scenes look at a writer's life.

  • Will it attract your buyer? As a means of getting sponsors, I plan to attract a wider audience to build my platforms.


  • Audio? Video? Or both? I plan on podcasting on audio and video. 

  • How often? My goal is to blog twice a week, on Mondays and Fridays.

  • Content - My expertise is horror stories, so I talk and write about them. 


SEO Plan:

  • Content Optimization: I’ll incorporate the long-tail keywords naturally into my blog posts, titles, headers, and meta descriptions.

  • Creating quality content around each keyword: I will write informative and engaging articles. In order to effectively illustrate my points, I use storytelling techniques and personal examples.

  • Internal and external linking: I plan to create a strong internal linking structure by connecting related blog posts. In addition, I will guest post on reputable writing or horror-related websites in order to increase my blog's authority and search engine ranking.

  • Social Media Promotion: I’ll share my blog posts across social media platforms, utilizing relevant hashtags related to horror writing and literature. Engaging with online communities, such as horror writing groups, will help me promote my content and attract more traffic.

  • Ongoing blog updates and SEO audits: I will regularly add new content to my blog and revisit older posts to ensure they are still relevant. As I perform regular SEO audits, I will be able to analyze performance, assess keyword effectiveness, and adjust according to trends and algorithms.


10 long-tail keywords for my horror blog:

  • 1. How do you write compelling horror stories?

  • 2. Best horror writing prompts for inspiration

  • 3. Tips for creating memorable horror characters

  • 4. How do you build suspense in horror fiction?

  • 5. Indie horror films to inspire writers

  • 6. Understanding horror genre tropes and clichés

  • 7. Ways to develop a unique horror writing style

  • 8. How to market your horror novel effectively

  • 9. Top horror writing contests to enter

  • 10. Common mistakes to avoid in horror writing


Public Relations

  • What publications will you target? If I did use it, I would possibly target magazines like Fangoria and Bloody Disgusting. Again, I'd be better off using Facebook and Instagram ads.


Direct Mail and Email Marketing

  • Do you have a mailing list?  My website has a mailing list of people who register. My goal is to grow my email list.

  • Do you have something that you want to share? In order to help new writers, I plan to share my writing experience. 


Data Visualization and Photography

  • What will you use to help get your message out? My goal is to engage my audience through audio and video podcasts.

Contests and Promotions

  • Should you have a contest or promotion? My plan is to have giveaways for answering trivia questions about horror.

  • Will that help you reach your goal? There is no doubt that audiences love to win prizes.

Experiential Marketing

  • Should you create an event that will help you reach your goals?

  • Would it be beneficial to you to have your target audience meet you?


Wearable Technology or Lot

  • How will you incorporate it into your marketing program?

  • Should you include it?

  • What if you don't incorporate?

Wearable Technology


As the host of the E-Writes Podcast, I’m deeply passionate about the chilling world of horror writing. In each episode, I dive into the complexities of horror stories, sharing insights and tips that will inspire both new and seasoned writers alike. My goal is to create a space where we can all explore the nuances of this captivating genre together.


This Halloween, I've been contemplating how we can upgrade our podcast experience. By integrating virtual reality (VR) headsets, we could offer something truly special and memorable for our listeners.


Imagine stepping into the worlds we discuss in our episodes—immersive storytelling at its finest! With VR, you could explore 3D environments that reflect the themes of our horror stories, allowing you to visualize the narratives in a whole new way. It’s like bringing the pages of our favorite horror tales to life.


I also envision hosting interactive writing workshops in VR. Picture this: joining a virtual space filled with fellow horror writers, where we can write side by side, exchange real-time feedback, and engage in discussions about the craft. It would be an incredible way to learn from each other and hone our skills in an immersive environment.


For Halloween, I can't wait to create a special VR experience that transports you to iconic horror settings. Whether it’s wandering through a haunted house, exploring a ghostly graveyard, or getting lost in a spooky forest, you’ll be able to experience these atmospheres while listening to special episodes filled with chilling tales.


Building a community is so important to me, and VR could help foster that sense of connection among horror writers. Imagine meeting in virtual spaces, sharing our work, and collaborating on projects. It would enhance our brand as a true hub for horror writing enthusiasts.


By embracing VR technology, I believe we can position the E-Writes Podcast as an innovative leader in the writing community. It’s all about evolving how we tell stories and deliver engaging content. I want to appeal to tech-savvy audiences and horror fans alike, showing that we’re committed to pushing the boundaries of creativity.


Through this blend of traditional storytelling and modern technology, I’m excited about the potential to elevate the horror writing experience, create unique events, and leave a lasting impression in our community. Let’s embark on this thrilling journey together!


Crisis Plan

1. Crisis Identification and Classification

- Potential Crisis Scenarios:

- Controversial Content Backlash: Negative reactions to film themes, particularly those involving sensitive social issues (e.g., race, gender, mental health).

- Technical Failures: Outages or glitches during streaming events or virtual screenings, leading to customer dissatisfaction.

- Misalignment of Brand Values: Partnerships with influencers or brands that do not align with the company’s values or have a history of controversial behavior.

- Negative Public Relations Incident: Inaccurate media reporting or miscommunication that damages brand reputation.


2. Crisis Management Team Structure

- Crisis Response Team:

- Crisis Manager: Responsible for overall strategy and decision-making.

- PR Specialist: Manages external communications and media relations.

- Social Media Coordinator: Monitors social platforms for audience reaction and engagement.

- Content Strategist: Develops relevant messaging and content for communication.

- Legal Advisor: Ensures all communications comply with legal standards and protect the brand.


3. Crisis Response Protocol

- Immediate Response Steps:

- Assessment: Quickly gather information to understand the crisis's scope and impact.

- Internal Communication: Notify all staff about the situation, emphasizing confidentiality and the importance of a unified message.

- Hold Statement: Prepare an initial holding statement acknowledging the situation without providing specifics, to buy time for further assessment.


- Public Communication:

- Transparent Acknowledgment: Release a public statement acknowledging the issue, outlining the brand’s commitment to addressing it.

- Fact-based Communication: Provide factual information to correct misinformation and clarify the organization's stance.

- Action Plan: Clearly outline the steps being taken to resolve the issue and prevent future occurrences.


4. Key Messaging Framework

- Empathy and Responsibility: "We understand the concerns raised and take them seriously. Our commitment is to listen and learn."

- Transparency: "We are dedicated to maintaining open communication with our audience and addressing any issues that arise."

- Commitment to Quality: "Our goal is to create respectful and engaging content while fostering a safe community for all horror enthusiasts."


5. Media Relations Strategy

- Proactive Engagement: Identify key media outlets and journalists to communicate the brand’s response and facilitate interviews with the Crisis Manager or PR Specialist.

- Press Release Development: Craft a detailed press release that addresses the crisis, outlining the company’s response and future preventive measures.

- Monitoring Coverage: Track media coverage for accurate representation and respond to any inaccuracies promptly.


6. Social Media Strategy

- Real-Time Monitoring: Utilize social media listening tools to gauge audience sentiment and identify emerging issues.

- Engagement Plan: Develop a strategy for responding to comments and messages with empathy and transparency, while avoiding defensiveness.

- Content Adjustment: Shift content strategy to focus on positive engagement, showcasing community stories and supportive messages related to the brand’s values.


7. Post-Crisis Evaluation and Recovery

- Impact Assessment: Analyze the effects of the crisis on brand reputation, audience sentiment, and engagement metrics.

- Stakeholder Feedback: Gather insights from staff, community members, and customers to evaluate the effectiveness of the response.

- Crisis Plan Review: Revise the crisis management plan based on lessons learned, ensuring it remains relevant and effective for future incidents.


8. Long-Term Strategy for Brand Recovery

- Rebuilding Trust Campaign: Launch a marketing campaign focused on transparency, inclusion, and community engagement to rebuild trust with the audience.

- Content Guidelines: Establish ethical content creation guidelines that prioritize sensitivity to social issues and audience diversity.

- Training and Preparedness: Conduct regular crisis management training sessions for staff to cultivate a culture of readiness and resilience.


By implementing this comprehensive crisis management plan, the horror film digital communication campaign can effectively navigate potential crises, mitigate damage, and foster a positive relationship with its audience, ultimately strengthening brand loyalty and community engagement.


ROI - Return on Investment

  • Did you get a decent return? 100 new followers.

  • What was it that you were anticipating? I anticipate I will accomplish my goal.


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