Introduction
Differentiating the services of cinematography and animation courses in Ibadan requires an integrated approach to all components of project planning. Defining goals, strategies, and appropriate budgeting is the key to success in startup development (Barrow, Barrow, and Brown, 2018). Considering that the entertainment industry, which includes a cinema, television, music, games industry, and more, is one of the most booming in Nigeria in terms of GDP and is also closely related to the online distribution of content, the development of a marketing plan should take place in two planes: traditional and digital (Husseini and Sunday, 2019; Tsai and Chen, 2021; Chindma, 2021; Etuk, 2020). This paper presents two plans for the development of this startup.
Traditional Marketing
Most filmmaking professions require face-to-face training due to the need to work with hardware to learn the intricacies of scene construction and other aspects that are difficult or impossible to teach online. Leasing buildings for business, in this case, requires a warehouse to store hardware and a computer lab for animation courses, video and sound editing of footage. The offline marketing campaign should occur predominantly at universities in Ibadan city since there are a relatively large number of them in this region and because students are the target audience of the courses (Olatunji, Yoade, and Adeyemi, 2021). The region, however, is densely populated with many visiting students, providing the cultural diversity needed to create unique video content (Oyedele and Lasisi, 2019). As a result, the main goal of traditional marketing will be advertising in universities: from posting ads and holding promotions to organizing creative events with graduates and students of courses to attract new customers.
Advertisements are also required in other places in the city, such as schools, cinemas, other educational centers based on mutual advertising cooperation or paid terms. The startup’s website will carry basic background information for all courses, contacts, and social media links. Advertising on the web page will be promoted through various mechanisms such as Google Ads, but the main activity and implementation of content will be carried out in social networks. Traditional marketing will be limited to this set of information dissemination.
Digital Marketing
As mentioned above, the mechanisms of Google Ads, Instagram, Facebook will be involved for contextual advertising of a startup in social networks and the Internet. The presence of social media, due to the active use of social media by a large part of the population of Ibadan, the presence of social media has already had positive precedents for business in this region (Obor and Okafor, 2020). Although, in general, there are some problems with the urban infrastructure in the city of Ibadan, the inhabitants of the city are generally satisfied with life in it, and therefore at the social level, this moment will not be an obstacle (Adewale et al., 2019). Given that online information literacy is also already high among Ibadan, despite being a developing region, digital marketing will be more critical in the early stages of launching a project and attracting customers (Oluwaseye and Oyetola, 2018). The use of SEO, in general, optimizes the search engine rankings of a website so that a startup ranks above online course search aggregators such as Laimoon (Laimoon, 2022). Email distribution will be used mainly among older clients, as young people are more likely to use social networks.
Conclusion
Finally, cinematography courses are unique in terms of marketing in that content for other marketing campaigns is created within the startup’s operations. The videos filmed and edited by students and graduates can attract their friends and peers through distribution in social networks. In addition, the unique local flavor of diversity is supported by contemporary art trends, for example, in Europe (Nikolaeva et al., 2018). Since video content can work for export even in a pandemic, this type of marketing opens up the possibility of earning money not only for the startup itself but also for graduates, even if they are not employed in their specialty.
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