TCU student agency wins marketing contract for Lone Star Film Festival

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    The Lone Star Film Society hired TCU’s student-led strategic communication agency, Roxo, to create marketing strategies for the 2012 Lone Star Film Festival.

    LyTer Green, a copywriter and account executive for Roxo, said the agency has created a cross-promotional marketing strategy that utilizes social media, guerilla marketing, trivia and various contests to raise awareness throughout the community for the festival, which will take place from Nov. 7-11.

    Roxo’s social media manager, Gage Grammar, will post photos and videos of movie scenes on the festival’s facebook page for people to try to “name that movie,” according to Green, a senior strategic communication major and writing minor. Those who answer correctly have a chance to win free festival tickets.

    As part of Roxo’s guerilla marketing strategy, life-size cut outs of celebrities have also been placed around West Magnolia St. and West 7th St. promoting the Lone Star Film Festival.

    Green also said they conducted a scavenger hunt in downtown Fort Worth around Sundance Square last Friday for people to win festival vouchers. Clues for the scavenger hunt were posted on their Facebook and Twitter pages throughout the afternoon.

    Kristin Kelly, director of marketing and public relations for the Lone Star Film Society, said they chose to work with Roxo in order to help reach a “younger movie-goer audience.”

    Kelly said she has enjoyed working with students and giving them “real life experience” before they enter the competitive marketing and public relations field.

    “As someone who has been in the profession a long time, it’s been really fun to work with students who are going to be going out into the profession for the first time," Kelly said. "And trying to give them as much of a hands-on opportunity as I can because I know how valuable that was for me in similar programs while I was in college.”

    The festival will feature screenings at the AMC Palace Theatre, located in downtown Fort Worth. For more information, a schedule of films and events, and ticket prices, visit the Lone Star Film Society’s website at www.lonestarfilmsociety.com.