Relationship Marketing For Appropriate Asset Deployment

Women in Film

Discuss about the Relationship Marketing For Appropriate Asset Deployment.

Women in Film are a non-profit organization, which seeks equal opportunities for women, stimulates creativity, and helps projects in all media platforms. Women in Film has been creating programs, advocating women rights, realising researches about it and using the media to promote their events and legacy. To fight for equal rights we cannot ignore the other half it is necessary the support and participation of men too. In 2014, The Centre for the Study of Women in Television and Film has made public a study showing sad numbers. The statistics of women equality still very small compared to men’s work opportunities. Where WIF has been failing in launched a more effective and strong message to achieve their main goal. WIF is trying to make a social change but the efforts challenge power relations and old social practices (Bandura, 2004).

Social change and media have been working together and giving good results to the world’s society. For example: fighting corruption, helping e-petitions happened, driving attention to problems in schools, fighting stereotypes and many others. Women in Film is one of many non-profit organizations which aim for equal gender opportunities. The organization was founded in 1973 and since has programs like: Speaker Series, Film Finishing Fund, Scholarship Program, Mentoring Program and PSA Production Program all available to women and their projects, ideas and opportunities being fulfil. The WIF has a legacy program too, which keep documents, film and other memories of the women’s participation in the cinema. The WIF has a board of directors, staff and committees all women with a background in the entertaining industry or supporters to the cause. The organization has big media platform Facebook, Twitter, YouTube, Website, Email and quite often we can heard about it in the newspaper and television.

Their core story are to support equal opportunities for women actively assisting projects by women and creating a more fair space for women in the global media (Women in Film, 2016). The company has a servant archetype (Forty) adding emotions like fairness, equity and community integrity to the brand (Batey, 2008). WIF has good narrative spread ability but not good drill ability (Jenkins, 2008). The spread ability of the organization show as very active in all social media platforms discussing about equal opportunities to women but the number did not change. The opportunities for women on-screen still overshadow by men. The Study of Women in Television and film makes a study every year analysing the amount of on-screen representation of female characters in the top 100 grossing films (2014). The women on-screen still portrayed as to risky to compare to a man in a main role or director or producer or a writer (Lauzen, Women in Film director, 2015). The drill ability does not engage deeply the audience and one of the reasons could be the lack of male actively supporting the WIF causes. The narrative is so unilateral and feminist that fails to attract male audience. It is quite intimidating to the other sex. There are many male professionals well known by the public and highly respected by the professionals who could be part of a more centred campaign embracing women in movies. They include John Legend, Jon Hamm, Seth Meyers, Ryan Gosling, Daniel Craig, Alan Alda, Ben Stiller, Joseph Gordon-Levitt, Will Smith and many others. All those names are speaking openly about the women rights and the importance of women’s work in films and in other jobs; they could be good partners and the members of Women in films organization. The male audience can feel stimulated by other males and give a chance to watch movies writhed, produced, directed and stared by women. According to Lauzen (2015) the executive director of Women in Film,

The Need for Gender Equality

The chronic under-representation of girls and women reveals a kind of arrested development in the mainstream film industry, Women are not a niche audience and they are no more ‘risky’ as filmmakers than men.  It is unfortunate that these beliefs continue to limit the industry’s relevance in today’s marketplace (Indiewire, p. 2).

It is necessary transformative forces and people with fresh ideas to embrace old problems in a new perspective (Bornstein, 2007). Transmedia storytelling it is a good way to identify real issues and work with a global media platform giving room to social change (Evans, 2008). WIF is targeting only the women audience but in reality, it is necessary target male audience too. Women represent half of the audience without the other half the numbers will never raise. The latest and more complete study made by The Centre for the Study of Women in Television and Film in 2014 shows:

The implicit story of the brand is close to women global reality. All over the world, women have been treated with equal respect and dignity. WIF reflects this story underneath their narrative. Again, that is not a men’s reality so this story is not engaging male participation or collaboration to engage in a feminist cause. Woman in Film needs a strong narrative dealing with a very old taboo: women and men equals right. It is a big social issue all around the world and is necessary a big engagement on social change to start a small change in the film industry. The story, the narrative and the core story that need to be changed to start to make a rising in number in the next years. According to Bandura (2004), “People’s beliefs in their efficacy can be developed in four ways: through mastery experiences, social modelling, social persuasion and construal of physical and emotional states” (p. 79). The brand’s narrative is not focusing in a resilient sense of efficacy they are focusing in social difficulties (Bandura, 2004).

According to Watson, actress and United Nations Women Goodwill Ambassador

 (2015), “We are never, ever, ever going to be able to fly as high unless we are both in support of each other”. It is with this resilience spirit that the new campaign for WIF will be built. Women in film: a Transmedia Storytelling Strategy Including Equal Opportunities for Gender

Women in Film’s Story World

In a world full of opportunities and made by creative people Women in Film is a non-profit organization which empowering women to stand up and walk side to side with men. An equal right is a real global issue and it is necessary show resilience and focus to work as equal anywhere in the world. As in entertainment or in any other work environment we need to fight for fairness and to keep alive all the victories that bring us to a world in equilibrium. The opportunities in the work place should be a choice of professional capacity and not a choice of gender.

Challenges Faced by Women in the Entertainment Industry

The Audience

Women and men are from young adults to senior citizens. They can be interesting in cinema or not but definitely a believer in the equals right. In addition, cinema lovers and/or professionals that appreciate women and man on screen as equal and valuable instruments of art.  

Core Properties of the Project

‘Women in Film’ is a neutral gender place, which aims for gender equality and work fairness. Also, supports women, women projects and their desire to be equal in entertainment area.

The Anchor Medium

The WIF is a non-profit organization but with very valuable supporters like: Dreamworks Animation, Lionsgate, Pixar, Walt Disney Animation Studios and Warner Bros. Entertainment. The main anchor medium is the cinemas messages before the movies made by these studios. Just before the movie starts a small talk by a well know volunteer actor and actress about gender equality will give the message.

Media Extensions

WIF already has an active social media but without engaging male audience. The Facebook, Twitter, YouTube, radio and television adverts can also carry messages and topics discussions by volunteers male and female from the entertainment field supporting equality gender work in films and in other jobs. WIF website can be more male friendly and referenced male participation in work with women. This work is a partnership between men and women it is not male celluloid or women celluloid.   

Integrating Platforms and Story World

WIF deals for the students to collect scholarship. These students can come to the cinema in different movies premiers and after watch the movie ask to men and women five quick questions live via You Tube:

Make a difference for you this movie being written by a woman or a man?

Make a difference for you this film being directed by a women or a man?

Make a difference for you this film has a woman main character or a man main character

Make a difference for you this movie has a woman producer or a man producer

Did you enjoy the film?

Straight after this interview can be post at Twitter, WIF website, Facebook and open a new discussion saying, please live your opinion here about the same movie or one of your favourite movies. Also, a question saying: Why a movie written, directed, produced and stared by women should be different from men? And everyone who answer this question on Facebook, Twitter or WIF website are enrol to win two tickets to the cinema.

The Importance of Transformative Narratives

Also WIF needs a more appealing logo like:

“Gender equality is not a women’s issue, it is a human issue. It is affects US ALL”    

Campaign Timeline

May 2016

May Day 05/02 – Campaign launches and start to get announced on the radio, Facebook, Twitter, WIF website and YouTube. Through volunteers and supporters the campaign starts to get announced. Videos on social media and radio stations voices talking about gender equality and WIF new campaign.

Mother’s Day 05/08 – with support of Warner Bros. Entertainment, HBO and other television supporters the campaign is launched on TV. Videos made by actors and/or actress volunteers advocating to gender equality and talking about WIF new campaign.

The Nice Guys 05/20 – The campaign starts in the cinemas. A small video made by one the supporters, Warner Bros. and Ryan Gosling the star of the movie talking about gender equality before the film starts. After the movie, the live streaming interview (five questions) has been shown on YouTube to the audience. Straight after this interview and the volunteer videos will be on the Facebook, Twitter and WIF website: Why a movie written, directed, produced and stared by women should be different from men. The audience who answer could win two cinema tickets.

Asset deployment timeline:

 ‘Women in film’ is the non-profit organization that has liked to provide equal priority and respect to every gender. Female has specially been treated with equal respect and dignity. With various activities and initiatives, this particular organization intends to draw the attention of the people (Westwood, 2013).  The primary objectives of Women in film are providing support to the Film Finishing Fund, Scholarship Program, Mentoring Program and PSA Production Program. With the help of asset deployment timeline the organization would be able to understand how the organization would be able to collect the response of the audience after deploying their concept (Thompson et al. 2013). It is also notable that Women in film have deployed a certain budget in order to achieve the response of the people. The organization has utilized various Medias for reaching the target audience. The Medias that the organization has decided to use for achieving the feedback of people are as follows:

On line media 5/9	Through various social medias like facebook, twitter, hike, wechat and so many, Women in films can promote their concept in order to get a positive response from the target audience. They can even directly communicate with their target people by creating an account in the public forum (Peter, Donnelly & Tarpey, 2012).
Organizing events in public place 11/10	For deploying the asset of Women in films, the organization can arrange any special events like quiz contest, music competition in various shopping malls in order to receive a huge response from the audience.
Electronic media 12/11	Electronic media can also be utilized in order to draw the attention of most of the target audience. With the help of electronic media, the organization can reach to the ordinary people as well. The people who are not technologically advanced enough, can draw the attention of the
Direct communication 15/12	Direct communication is one of the effective ways in order to receive a direct feedback from the audience. The service providers of Women in film can make a face-to-face communication with the people (Peck et al. 2013). They can provide their concept directly o the audience and get an immediate feedback from them. As per the response of the audience, the organization can understand whether the money that has been deployed for selling the concept would be justified or not.

Table 1: Asset deployment timeline

Source: (Christopher, Payne, & Ballantyne, 2013)

Targets to determine the success:

As already mentioned, ‘women in film’ like to maintain equality in gender. Specially, the strength and power of women have been given priority. Therefore, for achieving the success, the organization has intended to target the young women who would like to provide best effort to promote the concept of organization (Hrebiniak, 2013). In order to reach the target audience, the organization has decided to make a video capsule based on which they are willing to promote their organizational goal. The content of the video has been made in such a way that it can easily draw the attention of young generation. Before, making the video capsule, the editors have to be concerned about budget. Women in film would have to spend limited money for promoting their business concept so that they can draw the attention of the young generation.

Examples of similar programs:

For an example, one video capsule can be made on the current scenario of the success of women from the educational field to the field of working in every sector. The video can start from the initial journey of an ordinary woman to the end of success. The immense struggle at the middle for achieving success has also been pointed out in this particular video capsule (Hrebiniak, 2013). Therefore, it automatically inspires the young women for utilizing their talent instead of misusing it.

 Expected outcomes:

An effective campaign, an appropriate asset deployment would be hopefully successful in order to draw the attention of the people in general. Women in film should fix a target audience based on whom they can promote their business. Gender equality is a major issue based on which large number of people has delivered their argumentative opinion (Christopher, Payne, & Ballantyne, 2013). The primary aim of women in film is to get equal respect and dignity for female in the field of work and education both. Therefore, it can be expected that people would provide a positive response about the business goal of women in film if the business aims and objectives of this organization can be reached to the target audience properly.

Reference List:

Christopher, M., Payne, A., & Ballantyne, D. (2013). Relationship marketing. Taylor & Francis.

Hrebiniak, L. G. (2013). Making strategy work: Leading effective execution and change. FT Press.

Peck, H., Christopher, M., Clark, M., & Payne, A. (2013). Relationship marketing. Taylor & Francis.

Peter, J. P., Donnelly, J. H., & Tarpey, L. X. (2012). A preface to marketing management (pp. 101-377). Homewood, IL: Irwin.

Thompson, A., Peteraf, M., Gamble, J., Strickland III, A. J., & Jain, A. K. (2013). Crafting & Executing Strategy 19/e: The Quest for Competitive Advantage: Concepts and Cases. McGraw-Hill Education, 9(10), pp.56-100.

Westwood, J. (2013). How to write a marketing plan. Kogan Page Publishers.