Now on to marketing.
The organization is important for me.
When I start the campaign I want to use my time to respond and adjust to all responses so all promotional material will be done ahead of time in order for me to be more efficient.
I will concentrate all the marketing funnel on the Steam coming soon page. And from there I plan to redirect already existing fans to my Discord to keep growing my community.
I split the campaign into 2 parts: Critical & Secondary
Critical
These are tasks that I consider to be essential in the overall release campaign, without them I think the chances of success are considerably lowered.
1. Email list updates
Target: my old custom email list needs an update, some of the content creators may no longer be active and some new content creators may have appeared
Type: part of email marketing
2. Email marketing
Target: youtube content creators, journalists, streamers
Type: slow-burn/fast-burn according to the video release timing and userbase flow.
3. Twitter
Target: Journalists / Curators / content creators - networking
Type: fast-burn campaign, regular/constant posting
5. Gamejolt and Itch.io
Target: exposure
Type: early access release one day before the Steam full release. And full release on Itch.io and Gamejolt one month after.
Secondary
These tasks I consider to be secondary, the campaign can still do decently without them but surely they can give that extra boost(especially the Discord MK).
Also on some of them, I am doing an experimental approach so I don't know the exact results and some are more aimed toward Branding.
1. Facebook "Chromosome evil"(game) page
TARGET: for people who already know about the game but search for more information, the extra story presentation will boost the prelude element/slow-burn and can be viewed even after release for extra lore
Type: slow-burn campaign / Branding - Story (close to comic book aproach, extra lore, episodic) hints/artistic/atmospheric marketing campaign.
2. Facebook Pixelart groups
TARGET: extra audience
Type: Indirect Marketing / fishing for audience / fast-burn campaign
3. Facebook "16 BIT NIGHTS"(company) page
TARGET: experimentation/Branding - I want to experiment a bit with minimal investment in some facebook Adds campaign
Type: official news of the release, fast-burn campaign
4. Gamejolt (similar to Twitter mechanics)
Target: The aim is to gain extra exposure from Gamejolt closed community + there are many small/medium size YouTubers on GJ that will also boost this effect.
This campaign is meant to also draw attention to the Gamejolt version release.
Type: both slow-burn and fast-burn, includes regular posts that will end in a release
5. Deviantart
Target: extra audience + old DeviantArt subscribers fans refresh
Type: fast-burn and slow-burn, one round, post 10 picture art from game in one day in order to get all new submission section 100% covered. This also helps with Branding.
6. FORUMS
Target: extra audience
Type: slow-burn, I made a post about the game on aliens forums, 40k forums, and other external community forums and now I will bump all threads for a refresh
7. Keymailer & Indieboost
Target: extra audience
Type: fast-burn, The demo will be available for most content creators one day before release to increase exposure.
8. Discord
Target: extra audience, target entire gaming communities
Type: fast-burn, will mostly post links from other campaigns in art, self-promo, and other allowed rooms
9. Itch.io
Target: extra audience
Type: fast-burn, release free version 1 day before Steam release to increase extra exposure and full release 1 month later
10. Reddit
And there is also: Reddit although I do not have much experience there so I will need to improvise along the way
11. Steam news/annoucements
Target: This campaign main goal is to "resuscitate" older wishlist players that forgot about the game and to show activity before release
Type: fast-burn campaign
12. 16 BIT NIGHTS official site
Target: community
Type: Branding, official news
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I cannot enter into details on all points in just one post but for example, I will take:
3. Facebook "16 BIT NIGHTS"(company) page
TARGET: experimentation/Branding - I want to experiment a bit with minimal investment in some facebook Adds campaign
Type: official news of the release, fast-burn campaign
This is meant just for official news to already existing fans and JOurnalists that are interested in our projects.
https://www.facebook.com/16BITNIGHTS/
I will make an announcement post on the official Facebook page of my Company regarding the release and other critical news only. I will also make an event countdown for the release.
Example of content that I will be posting(please note that I am not 100% sure I will release in March but I made this so you understand what I mean)
1. Facebook "Chromosome evil"(game) page
TARGET: for people who already know about the game but search for more information, the extra story presentation will boost the prelude element/slow-burn and can be viewed even after release for extra lore
Type: slow-burn campaign / Branding - Story (close to comic book aproach, extra lore, episodic) hints/artistic/atmospheric marketing campaign.
This is a bit experimental.
https://www.facebook.com/ChromosomeEvil/
I did not enter this page in any of my marketing funnels but I noticed I get some new views from time to time, mostly I suspect that after people hear about the game and they are interested they do an additional search for it on social media and they stumble upon this page. My goal here is just to solidify already existing fans by posting lore-related content. For example, I took the intro cutscene images and modified them a bit to fit the Facebook criteria and when fans enter this page they will have a nice story to read in order to be more informed by the game's lore. In a long term, this can also help with the branding but this will not cause additional exposure unless the already existing fans are impressed and they do a bit of organic exposure to their friends.
And these are the promotional material that I will be posting for this task, 1 post per day in order not to mess up with the Facebook algorithm
Now if you have any questions please feel free to ask and I will do my best to answer.
Also if you have any suggestions please x 2 tell me so that I can improve, I still got time until February to do so and I don't want to miss anything.