Photograph by Raunak Kapoor
Different from other items in my portfolio, Halloween serves as an example of a comprehensive marketing plan to leverage notable UNCSA alumni—David Gordon Green, Danny McBride, and Jeff Fradley— returning to campus to screen their film for students. Shortly after the on-campus screening, “Halloween” became a critical and box office success. Creating marketing strategies around successful Film alumni helps to elevate the UNCSA brand and to increase our reach and reputation in the film industry and in higher education.
- Feature story – a comprehensive look at the alumni visit, drawing parallels between the storyline of their film and their return to UNCSA
- Alumni profiles – profiles for David Gordon Green and Danny McBride offered additional context and linkback opportunities
- Video – provided the opportunity to capture alumni visit visually, showcasing their experience as students at UNCSA. Gave students in the Film School the opportunity to create work based on the visit.
- Student interview – arranged for graduate film student to interview alumni one-on-one for practical experience
- Media pitch – feature story and video used for national media pitch to industry trade publications
- Social media – each piece of content received separate social media promotion across platforms (example 1, example 2)
- Email – video, feature story, and alumni profiles included in communication plan for prospective students to showcase caliber of Film alumni and guest artist opportunities
- Print advertisement – guided photo opportunity during campus visit, shot by an undergraduate film student, used for full-page advertisement in film industry trade publication TheWrap
Role: Author of feature story, Content editor for video, editor for alumni profiles
Strategy: Highlight successful Film alumni returning to campus to screen the highly-anticipated “Halloween” for students before it premiered to the general public.
Excerpt from feature story: When Michael Myers quietly stalks the neighborhood streets of Haddonfield on October 19, it will be for the first time in 40 years. The latest film in the iconic horror franchise, simply titled “Halloween,” is a homecoming for Myers and protagonist Laurie Strode.
It is a return to a form that tunes out the convoluted storylines of the previous nine installments. UNCSA School of Filmmaking alumni Jeff Fradley (’98), Danny McBride (’99) and David Gordon Green (’98) penned the screenplay, with Green at the helm as Director. Together, these friends and self-proclaimed film nerds bring a new, terrifying energy to a much-anticipated chapter in the “Halloween” saga.