The Kamloops Film Society (KFS) aims to enhance its digital media strategy to boost patron engagement across its social media platforms.

The current strategy has shown limitations in reaching and engaging the target audience effectively. The project seeks to identify gaps in the existing digital approach and propose actionable improvements. Priority growth areas for the KFS are 1. donations; 2. attendance at movie screenings and events; 3. membership development and experience.

By leveraging classroom knowledge in digital marketing and media communication, learners will analyze current engagement metrics, audience demographics, and content effectiveness.

The goal is to develop a comprehensive strategy that aligns with the Society's mission and enhances its social media presence, ultimately increasing patron engagement and attendance at screenings and events.

The project will result in a detailed digital media strategy report for the Kamloops Film Society.

Key deliverables include:

Conduct a digital audit of current social media channels:

• Social media audit: Evaluate current activity on the KFS Facebook and Instagram accounts. Assess the frequency of posts, content types, engagement (likes, shares, comments), and tone.
• Facebook Page - Kamloops Film Society
• Facebook Group - KFS Patrons
• Instagram - @kamloopsfilmsociety

Competitive Analysis:

• Research and analyze websites and social media of at least 3-5 similar film societies, cultural organizations, or independent cinemas.
• Focus on understanding how they engage with patrons, what type of content performs well, and how they use digital tools to build relationships.
• Identify trends, successful strategies, and areas where the Film Society can differentiate itself.

Patron Research:

• Conduct informal surveys or interviews with current patrons (this could be through social media polls, email surveys, or reaching out to patrons directly).
• Research patron demographics, preferences, and behaviour (e.g., how they consume digital content, what types of films/events interest them, preferred communication channels).

Social Media Strategy:

• Identify which platforms are most effective for engaging the Film Society’s target audience and suggest a tailored approach for each platform.
• Recommend content types (e.g., behind-the-scenes content, patron spotlights, movie trivia, live-streaming Q&As) to boost engagement and interaction.
• Propose a content calendar for consistent posting and community interaction (e.g., polls, shout-outs, user-generated content campaigns).
• Analyze optimal post frequency and timing for maximum reach and engagement.

Community Engagement and Interaction:

• Identify opportunities for collaborations with local businesses, artists, or other cultural organizations to cross-promote and engage with new audiences.

Prepare a comprehensive report detailing the findings from the audit, competitive analysis, and patron research. The report should include:

• A summary of the current state of the Film Society’s social media presence.
• Key takeaways from the competitive analysis and patron feedback.
• Detailed recommendations for improving engagement across the website and social media channels.
• Suggested metrics for measuring success and tracking engagement improvements over time (e.g., followers, social media interactions).

These deliverables will provide the Kamloops Film Society with actionable insights and strategies to enhance their digital presence and patron engagement.