Case Study: Mendocino Film Festival
As a board of director member and marketing director, I led the team to provide marketing, brand and creative services
Mendocino Film Festival (MFF) is a small film festival in a remote area of the Northern California Coast. Their primary challenges are to attract interested sponsors, increase membership, and drive attendance to their venues which are spread throughout the county. As a non-profit, their budget was limited so they needed to see serious effect for any expenditure.
As with any complex organization, the solution was multi-layered. To start with, for the first time in their history, they had found a local provider with whom they could work directly with, and who new their local market. We started with the foundation, an existing logo, and built that into a true brand identity by reverse engineering their look across all elements of their outreac. A new standards package was created to ensure the various distributed teams would project a cohesive brand. Next, we examined and overhauled their public facing marketing materials. New pitch materials were created for the sponsorship drive. New outreach was strategized and created for the membership generation process. New ads were built for local papers, theaters, magazines and social media. A new branded look and template overhauled the show program. Each element that was created was reviewed by the MFF team and synchronized with the brand standards. The growth in sponsorship, membership and attendance was exceptional, and prepared MFF for its 10th anniversary blow-out!