What to Put in a Marketing Brief for a Documentary
A documentary marketing brief explains the film, its subject, the audiences it serves, the release plan, sensitivities, available assets and what the campaign must achieve.
A marketing brief for a documentary should explain the film and its subject, the audiences it is meant to reach, the release and distribution plan, any sensitivities around the people or issues involved, the assets available and what the campaign must achieve. Documentaries often have purposes beyond ticket sales, so the brief should be clear about which matter most.
For documentary makers and organisations commissioning documentaries in Ghana, a thorough brief helps a marketing team avoid misrepresenting the subject and focus on the audiences that matter.
The film
Include the title, logline, synopsis, running time, language, subtitles and completion date. Describe the director's approach and what makes the film distinctive. Provide a link to a screener or the latest cut, with any viewing restrictions.
The subject and the people involved
Explain who or what the film is about and the relationship between the filmmakers and the subjects. Note whether participants have agreed to take part in promotion, interviews or events. Their consent and comfort should shape what the campaign asks of them.
Purpose
State what the documentary is meant to achieve. Purposes might include:
- Reaching cinema or streaming audiences
- Festival selection
- Educational use in schools or universities
- Raising awareness of an issue
- Supporting a campaign, funder or organisation
- Preserving or sharing cultural knowledge
Rank them. A film aimed mainly at educational use needs a different campaign from one aimed at festival success.
Audiences
Describe the primary and secondary audiences, such as communities connected to the subject, people interested in the issue, students and educators, festival audiences and industry partners.
Release and distribution plan
List confirmed and planned festivals, screenings, broadcast, streaming and community events, with dates. Note any premiere requirements from festivals, which can affect when the film can be shown or promoted elsewhere.
Sensitivities
Identify topics, images or individuals that require care. Include legal or ethical considerations, cultural protocols and anything that should not appear in marketing materials. Agree who approves content that features participants.
Available assets
List the trailer, stills, key art, behind-the-scenes material, interviews, music clearances and press notes, with any restrictions on use. Note which assets still need to be produced.
Partners and stakeholders
Name funders, commissioners, broadcasters, cultural institutions and community organisations involved, along with their credit and approval requirements.
Budget, timeline and approvals
Give the marketing budget, key dates and the people who approve materials and speak to the media.
Measures
Agree how the campaign will be judged: screenings, attendance, festival selections, educational bookings, media coverage, views or engagement from specific communities.
Our Swiss-Ghana Jazz Experience work for HEMU included a documentary film alongside cultural exchange coordination and a concert, and PR369 was the Ghana-based production partner for the research project Traditional Ghanaian Rhythms.
PR369's Entertainment Marketing and Creative services cover documentary marketing and production. Email info@pr369.com with your documentary, its purpose and its release plan. We will begin with a strategy conversation.
