HomeMy WebLinkAboutCRA-R-12-0021 03-29-12 BackupEstimated Direct Costs Estimate
1
Four (4) Trolley Buses operating
Saturday, June 23, 2012 from
8:00am thru 9:30pm
$ 4,000.00
2
5000 marketing brochures/trolley
route maps/Marketing Collateral
for distribution June 1st - June
24th
$ 4,000.00
3
Promotional Marketing Items
(Accommodate 5000 guests) for
distribution June 20th-June 24th
$ 4,500.00
4
Local Advertisement
$ 2,500.00
Total Estimated Costs $ 15,000.00
Film Life's 16th Annual
ABFF
AMERICAN BLACK FILM FESTIVAL
2012 City of Miami SEOPW CRA &
The American Black Film Festival (ABFF)/Film Life
Community Partnership
Program Overview: The City of Miami/ABFF Community Partnership was successfully
launched in 2009 between with the City of Miami Community Redevelopment Agency (CRA)
and the American Black Film Festival (ABFF)/Film Life, Inc. (Film Life). In 2012, the
community partnership will focus on creating business and training opportunities for Miami's
local film industry and generating economic support to the Southeast/Overtown Park
West\Community (SEOPW) Redevelopment Area. Activities within the 2012 program will be
executed between , in conjunction with the 16th annual ABFF.
ABFF Audience Summary: 5,100 attendees (90% coming to Miami from outside of FL) with
over 50% working in the entertainment industry.
Sponsorship Benefits & Rights to CRA:
A. Sponsor Designation: Host Sponsor
B. Program Activation:
1) Film Life shall provide support to the City of Miami and the Greater Miami Convention
& Visitors Bureau ("GMCVB") campaign "Lifestyle & Boutique Hotels Film, Fashion
& Entertainment" by co -hosting at three (3) event locations in New York in 2012
(program schedule as posted at the time of contract execution
http://www miamiandbeaches.com/members/POW_Lifestyle__BH_1112.pdf) to promote
film related opportunities within the City of Miami and promoting the SEOPW
Redevelopment Area. Said support should be at no additional expense to Film Life.
2) Film Life will assist in conceptualizing with the SEOPW CRA to establish a Film Life
Center Miami through July 31, 2012: an incubator program within Overtown to support
existing and up and coming industry professionals (i.e., writers, producers, directors,
etc.). The actualization of this office and program will be subject to the City of Miami
providing appropriate funding and other resources for the incubator program.
3) Film Life shall provide ten to fifteen (10-15) non -paid internship opportunities for
students of Booker T. Washington Senior High School during the 16th annual American
Black Film Festival, scheduled to take place from June 20-23, 2012. SEOPW CRA will
be responsible for the referral of students to this program.
1
C. Internet (abff.com):
1) Company logo on landing page and sponsor page of abff.com through June 30, 2012
D. Print:
1) Magazine: Logo placement in national magazine advertisements. Subject to barter
Agreements related to the 2012 ABFF.
2) Program Guide: One full -page color ad in the 2012 digital guide
E. Email:
1) E-Newsletters: Logo inclusion in monthly newsletters to ABFF.com Subscribers from
the time of contract execution through the 2012 festival (30,000)
F: 2012 On -Site Marketing:
1) Festival Signage: CRA logo on festival welcome banners
2) Logo on festival video screensavers
3) Program Guide: One (1) full -page ad in the festival digital program guide
4) One (1) full -page separate insert in on -site festival film guide
H. Public Relations:
1) Company name included in the boilerplate of official ABFF 2012 press releases
2) Company will receive post -Festival electronic wrap report by July 31, 2012
I. 2012 Festival Access and Hospitality:
1) Credentials: Four (4) Sponsor Passes allowing access to all official festival events
2) Awards Presentation: Four (4) tickets to the ABFF Awards Presentation
3) Founder's Reception: Invitation for two (2) persons to private event hosted by Jeff Friday
4) Express entry to films and evening events for sponsor passholders
5) Access to pre -seating for Opening Night and Closing Night Gala screenings for sponsor
passholders
6) One hundred (100) tickets to family-friendly/youth oriented film screening
CRA SPONSORSHIP COMMITMENTS
1) Program Sponsorship Fee: $50,000. Payable upon execution of contract.
2) Sponsor shall provide creative in a timely manner (logo, program ads, etc.) as required by
Film Life to execute marketing benefits.
2
FILM LIFE PRESENTS THE 16T" ANNUAL
AM
ERICAN BLACK FILM FESTIVAL F MIAMI BEACH JUNE 20-23, 2012 GA
BACKGROUND
The American Black Film Festival (ABFF) is a four -day retreat and international film market dedicated to
strengthening the Black filmmaking community. Formerly known as the Acapulco Black Film Festival, it was
founded in 1997, by Byron Lewis, Chairman & CEO, Uniworld Group Inc.; Jeff Friday, Founder/CEO of Film
Life Inc.; and Warrington Hudlin, President, The Black Filmmaker Foundation.
The festival was born out of their shared belief in the need to develop distribution opportunities for
independent Black films and promote cultural diversity within the motion picture industry. Its unique
audience, which includes celebrities, industry professionals and film enthusiasts, provides a diverse and
loyal base of support unequaled at any event of its kind.
Originally hosted in Acapulco, Mexico — from 1997 to 2001 — in 2002, it relocated to the South Beach district
of Miami, Florida, offering the festival audience improved facilities and accessibility. It was renamed the
American Black Film Festival. That year marked a second important transition when Film Life, Inc., acquired
sole rights to the ABFF.
Film Life Inc., a New York -based marketing and distribution company founded in 2000, by Jeff Friday. The
company's mission is to spearhead the global distribution of quality Black films.
The 16th annual American Black Film Festival will be held from June 20-23, 2012 in Miami, FL. The
festival's website is www.abff.com.
OVERVIEW
The ABFF film program is primarily composed of world premieres of narrative, documentary and short films . As
such, it is the leading film festival in the world for African American and urban content. Since its inception, the
ABFF has showcased more than 600 films, rewarding and redefining artistic excellence in independent
filmmaking.
With diversity and social responsibility at its core, the festival supports aspiring actors, filmmakers and industry
executives in unprecedented ways, and has generated a tremendous amount of goodwill in Hollywood. In
addition to its cinematic showcases, the ABFF nurtures its attendees in a variety of disciplines, offering panel
discussions, workshops and symposium hosted by leading media companies. Upscale entertainment and
exclusive social events complete the festival experience.
The festival program continues to grow by adding innovative programs and activities. In 2009, the festival
launched the "ABFF Community Showcase" in association with the City of Miami's Community Redevelopment
Agency (CRA). The Showcase encouraged festival visitors to patronize businesses throughout Miami and
enabled local residents to attend festival activities. In 2010, the ABFF introduced the Pro -Hollywood Initiative, a
pilot program designed to give professional athletes a crash course in the art of moviemaking and introduce
them to the various disciplines and careers in the film business.
Each year, the ABFF attracts approximately 5,000 artists, executives and film fans, providing a strategic vehicle
for companies to reach this trendsetting and influential audience. Top -tier corporations have engaged in
partnerships with the festival to promote their products, services, multicultural initiatives and branded
entertainment content. This support fuels the growth of the festival and furthers the evolution of the Black
independent film community. HBO is the festival's founding sponsor.
EDUCATION
Using traditional teaching methods (workshops, panel discussions and master classes), the festival fosters career
advancement by educating its audience in film -related disciplines including writing, directing and producing.
ARTISTIC EXPRESSION
A diverse cross section of Pan-African films is showcased to champion creative expression as well as recognize and
reward the next generation of emerging filmmakers.
COLLABORATION
The ABFF encourages members of the film industry to offer support and resources to one another. It has hence
become a networking retreat where both the aspiring and accomplished share information for a common goal: building
and improving together.
ACCESS
Access to film industry experts from a wide range of fields is an invaluable resource available through the festival.
Emerging filmmakers have the opportunity to connect with people who might otherwise not be accessible to them,
and are able to actively seek film distribution and employment opportunities.
RECOGNITION
To broaden public awareness of the achievements of Blacks in Hollywood and the independent film community. A -list
celebrity talent, film executives, the general public and the media attend the festival to participate in giving and receiving
respect, recognition, honor, thanks and appreciation to those and by those who love and support their work. What is
unique is that the ABFF provides the Black filmmaking community with a valid autonomous voice.
COMPARATIVE SPONSORSHIP BENEFIT
Official Sponsorship ($75K)
Designation: Official Sponsor
Category Exclusivity: yes
Event Activation and Custom Promotions:
• Right to present an ABFF Grand Jury Award or create a company branded award. Sponsor to
cover cash prize to winner.
• Opportunity to activate a customized event, multiday product display or brand one (1) existing
Festival event (i.e., panel, symposium, conversations, galas, film screening, mixer) on such date
as designated by Film Life, and in such format as mutually agreed upon.
• Right to create a pre -Festival talent competition, contest, sweepstakes or sales promotion. The
details shall be pre -approved by ABFF.
Marketing (Pre -Festival):
• Outdoor: Logo placement on digital billboards and transit shelters in South Florida market
(June 2012). Subject to barter agreement with Clear Channel Outdoor.
• Radio: Company tagged in ABFF radio commercials scheduled to run for two -week period in
four key African American markets. Subject to sponsorship commitment by 1/15/12.
• Magazine: Logo placement in national magazine advertisements. Subject to barter
agreements with magazine partners and tuning of sponsorship commitment.
• Website: Right to play 30-second commercial in media player on Festival homepage (approx.
2,000,000 hits per month).
• Website: Right to place a banner (300 px wide x 250 px high) on Festival Website (approx.
2,000,000 hits per month).
• Website: Company logo on the homepage of Festival Website (approx. 2,000,000 hits per
month).
• Direct Mail: Logo placement on promotional postcards to be distributed at key AA events
and via targeted mailings. There will be two runs of 25,000. Subject to sponsorship
commitment by 11/1/11 and 3/15/12.
• Email: Logo inclusion in monthly Festival E-newsletters from November 2011-June 2012
(30,000 distribution).
• Email: Right to two (2) exclusive company email advertisements to ABFF database (30,000
per distribution). Sponsor shall create and provide content, at its sole cost and expense, in
such format as requested by Film Life.
On -Site Branding:
■ Commercial: Right to play 30-second video prior to film screenings, which video shall be
produced by Sponsor.
• Festival Signage: Logo on Festival "Welcome" banners and event screensavers, in such location
as designated by Film Life.
• Program Guide: One full -page color ad in the Festival digital program guide.
• Company logo in the ABFF Film Guide (5000 distribution).
Public Relations:
• Verbal acknowledgment (from stage) prior to the Festival's Opening Night film.
■ Company name included in the boilerplate of official press releases.
• Company will receive post -Festival Marketing and Media Impressions Report.
Festival Access & Hospitality:
• Twelve (12) VIP Sponsor passes allowing access to all Official Festival events.
■ Express entry to film screenings, marquee evening events and parties.
• Reserved seating for Opening Night and Closing Night Gala screenings.
• Access to registration area exclusive to sponsors and other festival VIPs.
• Invitation for three (3) guests to attend the Founder's Brunch.
Sampling/Merchandising:
■ Right to a sampling table (approximately 8 ft.) in the ABFF Registration Center lobby, as pre -
approved by Film Life and subject further to Sponsor providing Film Life at least sixty (60) days
prior written notice. Sponsor shall be responsible for all costs and expenses associated with (i)
shipping and/or receiving the products to be sampled and (ii) building out and customizing the
table space.
Right to include one (1) promotional item in attendee gift bag subject to Sponsor providing Film
Life at least sixty (60) days prior written notice. Sponsor shall be responsible for all costs and
expenses associated with shipping and/or receiving. Minimum quantity 1500.
• Right to include one (1) premium item in the VIP gifting program, subject to Sponsor providing
Film Life at least sixty (60) days prior written notice. Sponsor shall be responsible for all costs
and expenses associated with shipping and/or receiving. Minimum quantity 100.
Data Capture:
• Right to execute customized survey of the Festival audience, in such format and layout as
pre -approved by Film Life.
Supporting Sponsorship ($30K)
Designation: Supporting Level Sponsor
Category Exclusivity: n/a
Event Activation and Custom Promotions:
• Opportunity to activate a customized event, multiday product display or brand one (1) existing
festival event (i.e., panel, symposium, conversations, galas, film screening, mixer) on such date as
designated by Film Life, and in such fonnat as mutually agreed upon
or
• Right to a sampling table (approximately 8 ft.) in the ABFF Registration Center lobby, as pre -
approved by Film Life and subject further to Sponsor providing Film Life at least sixty (60) days
prior written notice. Sponsor shall be responsible for all costs and expenses associated with (i)
shipping and/or receiving the products to be sampled and (ii) building out and customizing the
table space.
Marketing (Pre -Festival):
• Magazine: Logo placement in national magazine advertisements. Subject to barter
agreements with magazine partners and timing of sponsorship commitment.
• Website: Company logo on the homepage of Festival Website (approx. 2,000,000 hits per
month).
• Direct Mail: Logo placement on promotional postcards to be distributed at key AA events
and via targeted mailings. There will be two runs of 25,000. Subject to sponsorship
commitment by 11/1/11 and 3/15/12.
• Email: Logo inclusion in monthly Festival E-newsletters from November 2011-June 2012
(30,000 distribution).
• Email: Right to one (1) exclusive company email advertisement to ABFF database (30,000
per distribution). Sponsor shall create and provide content, at its sole cost and expense, in
such format as requested by Film Life.
On -Site Branding:
• Festival Signage: Logo on Festival "Welcome" banners and event screensavers, in such location
as designated by Fihn Life.
• Program Guide: One full -page color ad in the Festival digital program guide.
• Company logo in the ABFF Film Guide (5000 distribution).
Public Relations:
• Company name included in the boilerplate of official press releases.
• Company will receive post -festival Marketing and Media Impressions Report.
Festival Access & Hospitality:
■ Six (6) VIP Sponsor passes allowing access to all Official Festival events.
• Express entry to film screenings, marquee evening events and parties.
■ Reserved seating for Opening Night and Closing Night Gala screenings.
• Access to registration area exclusive to sponsors and other Festival VIPs.
• Invitation for two (2) guests to attend the Founder's Brunch.
Sampling/Merchandising:
• Right to include one (1) promotional item in attendee gift bag subject to Sponsor providing Film
Life at least sixty (60) days prior written notice. Sponsor shall be responsible for all costs and
expenses associated with shipping and/or receiving. Minimum quantity 1500.
• Right to include one (1) premium item in the VIP gifting program, subject to Sponsor providing
Film Life at least sixty (60) days prior written notice. Sponsor shall be responsible for all costs
and expenses associated with shipping and/or receiving. Minimum quantity 100.
2011 American Black Film Festival
Summary Report on Marketing Impressions
MARKETING OVERVIEW
The 15th Annual American Black Film Festival's (ABFF) marketing campaign launched in October 2010
and ran through July 2011. The marketing elements included a combination of advertisements in print
publications, radio, outdoor billboards, social media, direct mail, online marketing and on ABFFcom.
The total impressions received through this year's marketing campaign was over (XX) billion.
PRINT
Print advertisements were placed in national African American entertainment and consumer magazines
from December through July. Ads were placed in print publications based on barter agreements with
the following partners: Black Enterprise, Heart & Soul, Monarch, Precious Times, Automotive Rhythms
Upscale and Uptown magazines. Sponsors' logos were included in the ads placed after their contract
execution date.
OUTDOOR
With Clear Channel Outdoor as a Media Partner, the festival's national profile was enhanced. Digital
and static billboards and transit shelters were displayed in major markets throughout the country. In
addition to the South Florida region, ABFF signs were displayed in New York, Los Angeles, Atlanta,
Dallas, Houston, Chicago, and Orlando during the months of January and February. Early commitments
of Premier and Official level sponsors were included in the outdoor advertising campaign.
RADIO
The ABFF was marketed on top African American radio stations in key markets. Two weeks of
commercial buys and two additional weeks of promotional giveaways were placed on stations in
New York, Atlanta, Miami and Washington, DC, for early commitments with our Premier and Official
level sponsors. We also had a national partner with The Michael Baitden Show promoting the festival
at large flyaway promotions.
SOCIAL MEDIA
The ABFF executed a major social media campaign with the launch of a new Facebook and Twitter In
2010. In just one year the festival is connected to over 12,000 plus people on Facebook through both
its fan and group pages and has over 2,000 Twitter followers. Facebook has allowed the ABFF to keep
fans up to date with the festival activities prior to and during the festivaL And the festival actively
interacts with its Twitter followers, sharing key festival news regularly during the event. All information
provided is geared toward driving traffic to ABFFcom.
ONLINE MARKETING
Our online marketing channels include ABFF e-Newsletters, distributed to our database of over 30,000,
and e-blasts sent via our media and industry partnerships and sponsors. Sponsor logos are included in
e-Newsletters sent by ABFF after the contract execution date.
DIRECT MAIL
ABFF "Save the Date" postcards were mailed to the Film Life database and distributed at social and
industry events from December through February to targeted audiences. The estimated distribution
each month was 30,000 consumers and the postcards included logos of sponsors confirmed prior to
being printed.
MARKETING OVERVIEW
ABFF.COM
The ABFF's enhanced website served as a major platform to promote the festival programming as well
as a platform to connect sponsor brands directly with consumers. The ABFF website received over
13 million hits from January 2011 through July 2011.
BUZZ PARTIES
The ABFF hosted pre -festival buzz parties in New York, Atlanta, Dallas and Chicago to generate interest
among a professional and trendsetting audience to grow festival attendance. The buzz parties were
2 1/2-hour receptions taking place at trendy hotels, restaurants, or art gaUeries and had approximately
250 people at each event.
ON -SITE BRANDING
The primary branding at the festival was the Welcome banners, the Opening and Closing Step and Repeat
banners and the festival screensavers. The Welcome banners were placed throughout the host hotel and
at the theaters and Included logos from all sponsors and Media Partners. The Opening and Closing Step
and Repeat banners were used as the backdrop for the Red Carpet arrivals for the Opening Night Film
and the ABFF Honors Awards Show. The Premier Sponsor level and above are branded on these Step
and Repeat banners.
The festival screensavers were displayed throughout the week at festival events, including the film
screenings, symposiums, master classes and marquee night events. All sponsor logos are included
In the festival screensaver and are displayed by level.
a
AUDIENCE DEMOGRAPHIC PROFILE
ATTENDANCE: 5,100
GENDER: FEMALE 58% MALE 42%
ETHNICITY: 92% AFRICAN AMERICAN, 8% OTHER
AGE:
INCOME:
TOP HOME
MARKETS:
18-25: 8%
35-44: 40%
55-64: 2%
26-34: 32%
45-54:16%
65+: 2%
UNDER $25K: 2%
$26-$50K: 13%
$51-$75K: 20%
$75-$99K: 25%
MORE THAN $100K: 40%
N3/NY: 20% MD/DC: 22%
IL: 13% GA: 14%
FL 7% CA: 10%
PA: 4% TX: 5%
NC: 5%
HIGHEST LEVEL
OF EDUCATION:
HIGH SCHOOL 9%
ATTENDED COLLEGE: 10%
FOUR-YEAR DEGREE: 67%
POST GRADUATE: 14%
EMPLOYMENT:
30%-SELF-EMPLOYED
48%-WORK IN THE ENTERTAINMENT INDUSTRY
22%-PROFESSIONALS IN OTHER FIELDS (LAW, EDUCATION, PUBLIC SERVICE
AND MARKETING/PUBUC RELATIONS ARE THE MOST COMMON)
2011 AMERICAN BLACK FILM FESTIVAL
ADVERTISING IMPRESSIONS REPORT
OUTLET
TYPE
MARKET •
. MONTHLY
CIRCULATION / HITS /
'AUDIENCE .
SCHEDULE
TOTAL
IMPRESSIONS
MEDIA VALUE
AOL Black Voices
Internet
National
1,090,245 monthly
Apri-July
3,270,735
100,000
Black Enterprise
Print
National
500.000 monthly
December- July
3,500,000
$177,690
Heart & Soul
Print
National
300,000 monthly
May
300,000
$21,400
Monarch
Print
National
300,000 monthly
Spring and
Summer Issues
600,000
$15,000
Precious Times
Print
National
150,000 quarterly
Spring Issue
150,000
$20,532
Automotive Rhythms
Print
National
600,000 monthly
Spring Issue
600,000
$77,032
Upscale
Print
National
182,305 monthly
March,ApriLJune
546,915
$37,371
Uptown
Print
DC, Atlanta, New
York
200,000 monthly
June
200,000
$37,230
WHUR-FM
Radio
Washington DC
N/A
30 Spots
3,289,000'
$5,000
KJLH 102.3 FM
Radio
Atlanta, GA
N/A
20 Spots
1,000.000'
$5,000
WRKS-FM 98.7 KISS
Radio
New York
N/A
18 Spots
339,700
$5,000
Outdoor
Billboards &
Transit Shelters
South Florida
N/A
June/ July
3,644
$5,466
Outdoor
DigitalBlllboards
National - 9
markets
N/A
8 placements - Jan
& Feb
163,911
$24,586
ABFF.com
Internet
National
2,308,768 avg monthly
January- July
13,852,608
$35,837
ABFF E-Blast
E-blast
National
32,000 per blastx 6
January - July
192,000
$19,200
Save the Date Post
Cards
Direct Maiil
National
30,000 /month
December 2010,
February 2011
60.000
$3,000
Buns Parties
Event
Atlanta, Chicago,
NYC & Dallas
250 / event
February - April
1.000
$600
TOTAL
23,780,513
$489,944