1. EBB359 – EBBS Portfolio V
Course Project Template
2020
Distribution and Marketing Plan for
A Night to Dismember
JASIK Entertainment
Joanna Santos Lopes
Amsara Holly
Samantha Donelson
Isabella Wielga
Keith Baumann
EBBS Project & Portfolio V
July 30, 2020
Course Project
I. Executive Summary
The Company:
JASIK Ent. aims to bring gaming projects produced by independent companies to
life within the mainstream gaming market. Collectively, the JASIK Ent. team has
2. an extensive history in marketing, promotion and branding. JASIK Entertainment
has teamed up with game development company Horrable Games in order to drive
the sales of their new release A Nightto Dismember. This marketing plan will
entail the strategies and resources needed to expand the games audience.
The Project
A Night to Dismember is a First Person-Shooterhorror game, developed on C++
and released on a PC platform. A Nightto Dismember is based in New York City
on Rikers Island and a zombie apocalypse has begun. While serving a life sentence
in prison you realize you must break out in order to survive. Along the way are a
number of obstacles including your cellmates who have already turned. “Kill or be
Killed it’s up to you.”
Sales Projections/ Return on Investment:
Price and Sales Projections (basedon $1500 budget)
Price Projected
Units
Projected Net Revenue
Retail(Selling directly to consumer)
Digital Download (From
game’s website) 4.99 300 1,500
Digital Download ( Steam,
Amazon, iTunes) 4.99 300 1,500
Wholesale/DealerPrice** (Selling to a retailer)
Digital Download
(Steam,Amazon,iTunes) 4.99 300 750
Digital Download
(Games Website) 4.99 300 750
ProjectedTotalNet
Sales Revenue $4,500
3. Return on Investment (ROI)
After further research, there is an expected ROIof 300% based on a profit of
$3,000 -projected by the close of the investment year. The ROI could decrease as
far as 281% based on a profit of $2,900 on the lower end and increase to 450%
based on a profit of $3,500 on the higher end. This information was based on the
sales predictions proposed forthe Night to Dismember game via retail and digital
purchases over Wholesale and retail, while taking 50% of profit for the exhibitor.
As a new game, a tight budget will be enacted with the goal of trying to spend the
lowest amount to increase overall profit. Utilizing free social media will help to
gain exposure and save money as we will only have to pay to promote our posts
and content. Being a newer game on the market with lots of competition these
predictions are determined for the first year of sales on the open market. The initial
one year investment includes four outlets of distribution described below,
including Brick and Mortar outlets, Aggregator, Project Website, and a Customer
Relationship Management System (CRM). Each outlet is unique and vital to the
success that’ll attribute to our sales projections and return on investment.
TargetMarket:
The primary target market for A Nightto Dismember will be male, between the
ages of 17-25 years old, in Orlando, FL. They will attend highschool or college,
with a high interest in games involving violence, battles and zombies.
Characteristics that will drive the target’s personality is the need to say alive the
longest, beat their previous scoreand stay physically active. Our target market is
further explained below.
Strategy:
At JASIK Ent. the strategy for distribution will involve transferring A Nightto
Dismember to the Steam platform. Before launch, a social media campaign will be
built to supportthe game and its YouTube channel. The focus is to create brand
awareness on various platforms in order to reach the primary audience.
Community will be built through the help of interaction within and around the Full
4. Sail University campus, through game testing and targeting. Strategies have been
built for the presence of not only A Nightto Dismember but also for the gaming
company, Horrable Games. A distribution plan for Year One and Year Two will
contribute to the success ofreaching the intended goals. After popularity surrounds
the game, it will be distributed to major platforms like Xbox, Nintendo and
PlayStation.
II. Company Information
JASIK ENT.
JASIK Ent. is a marketing agency for creative projects led by 5 Full Sail Students
with the goal of becoming the top marketing agency for indie companies in the
world. Our name comes from the combination of all of our names to represent our
values and how we all see each other as equals in our company and in the industry.
Leadership Team
JASIK Ent. consists of a team holding a multitude of talents to bring the best to
their clients.
Amsara Holly oversees the Distribution plan for JASIK Ent. based on her
experience in social media and marketing with Holly Girlz LLC, My First Fridays
and virtual show, Kalorama Rd: Slow Jams on Lockdown. Her work experience
coupled with her knowledge gained from Project and Portfolio IV: Entertainment
Business will be valuable in assisting the team of A Night to Dismember.
Samantha Donelson oversees the Sales Projections and ROI for JASIK Ent. based
on experience with AMB Live Events and Entertainment over seeing a number of
projects in their media and promotions department. Being an avid game tester
among all platforms she brings a gamer mindset to the table along with much
experience in sales and marketing. With the expertise that she has gained from her
peers and mentors while interning she will be a great asset to this already
experienced team.
5. Joanna Lopes oversees Marketing for JASIK Ent. based on experience in social
media marketing in her own endeavors accumulating over 65,000 followers across
her social media platforms and assisting other content creators with social media
marketing. Along with the experience she’s gained attending Full Sail University
in classes such as Project & Portfolio 4 where she created a social media marketing
plan for a local business, she believes she will be a great asset to this team and the
team of A Nightto Dismember.
Isabella Wielga oversees the Distribution plan for JASIK Ent. based on experience
at Full Sail University. Isabella has created many timelines for distribution for
various courses and been successful. Isabella is in charge of the larger distribution
plan for A Night to Dismember and feels that with the properdesign JASIK Ent.
can get A Nightto Dismember on larger distribution platforms like Ubisoft and
more. Isabella feels that she can positively contribute to the team's efforts to create
a successfulplan.
Keith Baumann oversees the Marketing for JASIK Ent. Forthe second part of the
marketing plan Keith came up with creative marketing strategies for the client in
order to reach their marketing goals. He inputted thirteen marketing tools and
created tactics for pre release, release and postrelease in order to reach our target
audience.
Company Ideals
At JASIK Ent. our goal is to provide our partners with the resources they need to
expand their audience and expand their platforms efficiently, while also providing
vital information about their audience, potential audiences, and ways to market. In
the future we see this company as one of the top agencies for creative projects in
the world, turning small indie businesses into successfulbusinesses providing jobs
to people all over the world.
Projects
A Night to Dismember is a first-person-shooter PC video game based around a
New York zombie apocalypse, a familiar but popular conceptin the gaming
world. Our hope is to eventually grow games such as A Nightto Dismember into
well-known, popular games that are available across multiple platforms so
everyone can enjoy them and they can expand even farther in popularity.
7. “Kill or Be Killed”
“Beatthe Undead”
“DangerLurking Around Every Corner”
“Prisonbreak”
“Warof the Undead”
“TheFightof your Life”
Logline
“Based in New York City on Rikers Island, the zombie apocalypse has begun, and
you are in prison serving life. Realizing you have to break out in order to survive.
There are a number of puzzles and riddles along the way, along with hand to hand
combat with your cellmates who have already turned. Will you be able to
survive?”
Premise
“While serving life in prison on Rikers Island Blade has only one chance to get out
alive and he will have to fight for it. Fighting his own turned cellmates and
breaking codes to open doors to succeeding break out of prison. Once he is out he
will have to fight for his life everyday until he makes it to safety…but, will he?”
IV. Distribution & Marketing Goals
The goal for A Nightto Dismember, is to garner mass popularity as well as have a
strong foundation to grow from. It is important for the game to have a strong
presence on social media platforms Twitter, Facebookand Instagram to supportits
YouTube channel and online gaming platform. Through this, fan club pages can be
created with more exposure.
The game should be initially created and played through the gaming platform
Steam. Before the games release, there will be promotion on the Steam platform
and social media to supportthe release. When the game officially launches it will
8. be played on Steam and sold through Steam and other sites through Steam
Keys. Through the growth of the game from community gamers and timely
solutions for improvement; the community will increase, and the popularity will
grow.
Through consistency of promotion and engagement on social media and Steam, we
will look to expand the home of A Night to Dismember. The expansion will consist
of distribution through large gaming platforms like Xbox, PlayStation and
Nintendo Switch for larger access. Through this expansion the game will move to
exclusive offers to Steam gamers who have a history of paying online. This will
create a tier system for the A Nightto Dismembergamers and access to levels,
dependent upon exclusivity.
This will ensure longevity and continued growth for A Nightto Dismember.
V. Target Markets
Primary TargetAudience
We feel that the primary target market for A Night to Dismember will be located in
the Orlando, Florida area. This game will have a higher male fan basewith an age
range between 17-25 years old. This male will be in either high schoolor college
9. before starting a professional career. The target markets interests would be in
zombies, battle games, ranking games and violence. The target market will have
the values of staying alive the longest and playing enough to get a better scoreeach
time. They will buy games like Call of Duty, Fortnight, and other games that have
violence in a way they can be revived. They may also go play video games with
their friends. This may also include that they work out or take boxing courses.
SecondaryTargetAudience
The second target market may include the whole state of Florida and even expand
into Georgia, Carolinas, and Alabama. This market could Include the female
gender who had friends or family introduce them to the game. The age range
would still be high schooland college students and range from 17 to 26. Their
interests could be that they enjoy streaming this game or they are in a self-defense
class. They may enjoy watching the Walking Dead. They may value self-
competition and getting better each time they play. The habits are similar from the
primary target market and these may be people who are friends or family of the
primary target market.
VI. Distribution - Year One:
Self-Distribution Plan
10. Brick and Mortar Outlets
Based upon rates that are comfortable with the game creators, we aim to build buzz
and bring a physical presence to A Nightto Dismember, through using the
resources of community and the local gaming shop Cybertron. Since our target
location is based in Orlando, Florida, we will use the resources provided around
and within the Full Sail campus. Cybertron is a small shop that is right across the
street from the Full Sail campus, that students within the game development
department bring for players to test out their games. This will be an ideal place for
A Nightto Dismember to be tested and played, before launch date. The idea is to
also provide flyers and stickers of the game for promotion within the store. The
goal to use the Full Sail campus and community to build popularity around the
game will also be enacted. The use of the campus gaming area, the Fortress and
submitting A Nightto Dismember to be advertised on the campus lot will bring
credibility, interest and popularity to the game.
Aggregator
The platform proposedto effectively play and distribute A Nightto Dismember is
Steam. Steam is a widely known platform that allows the game creators to build
games on their platform, improve their games through player feedback and attract a
community over time. The games on the platform are protected through the Steam
DRM wrapper and distributed through the creators liking on the Steam Works
application. The creators have controlover the price of the game and Steam Keys
to sell their game on not only Steam but other online stores as well. After the game
launches, Steams takes 30% revenue from sales.
ProjectWebsite
We suggest considering the domain name for the official game website be
ANightToDismember.games. The website will be sleek, clean and to the point.
Each page will have three outside borders that sequentially go in the order of Blue,
Green and Yellow. These borders will be on all pages on the website. The Home
page will continue the sleek and clean theme, while complimenting the zombie
premise of the game. When the page automatically uploads, animated zombies will
be running, as if attempting to attack the viewer. This will bring the site to life and
give the viewer a taste of the actual game. The many pages on the site will include
About (Creators/ Game Information), Membership, Community Discussion,
11. Feedback, Contact and of coursea Play Game linked page solely for playing the
game through member login on Steam. The supporting pages will continue the
premise of animated zombies, only this time, they will be displayed across a strip
on the page. The other difference with the supporting pages, is the zombies will be
behind jail bars, unable to run. Through clicking on a link that entices the viewer to
play the game they will be sent directly to the Steam Platform to login or purchase
the game on another site. All payments will be processed through Steam Keys and
settled through the Steam platform.
Customer RelationshipManagementSystems
While on the Steam platform, we will consider and incorporate all customer
feedback and suggestions given through the Feedbackand Community Discussion
pages of our site. This will show the customers in real time, that their feelings are
considered and create the idea that the game is a community effort.
During the process ofestablishing A Nightto Dismember on the Steam platform
we will be simultaneously building the games presence on social media. The
game’s social media presence will not only supportthe games site, but its current
YouTube channel as well. A Facebook, Twitter and Instagram account will be
made in supportof A Nightto Dismember. The social media presence will be used
to draw attention to the game and serve as a promotion outlet before the game’s
launch. Gamers and potential gamers will be able to stay up to date with the
release, learn about the game's features and begin the stages of building an organic
community around the game. We will use the social media platform Buffer to
create automatic posts, plan content and receive CRM data to properly
communicate and build a relationship with the interested gamers. The two annual
Buffer subscriptions that we will use will entail brand building tools Publish and
Analyze. This subscription will include email support, analytics on all social
platforms, engagement supportand app supportto publish on the go. All data
gained will be used to sharpen the target market and curate content to serve that
market.
12. VII. Distribution - Year Two:
Finding a Large Distributor or Publisher
After heavy marketing on A Nightto Dismember there is an expected opportunity
to expand to a larger distributing gaming site. The first step would be to have a
conversation with Ubisoft. Ubisoft is a distribution platform that holds all the new
game ideas to test them out in the public. Ubisoft was created in 1986 and has been
holding test games and popular games. Another distribution company would be
Electronic Arts established in March 1982, which is another way to distribute our
game. Having Ubisoft or Electronic Arts distribute A Nightto Dismember would
be the ultimate goal after a successfulfirst year.
Before the end of the first year, statistics will be examined based off of how many
people are downloading and playing the game. Next, there will be a review of how
often they are playing A Nightto Dismember. Depending on the numbers (which
are expected to display a higher rage) tournaments will be created. Tournaments
will be self-promoted and start out free for the first two weeks. After two weeks of
free tournaments JASIK Ent. would invite the top players to play in a tournament
for money. This buy-in tournament will give the winner a cut of the winnings
which will entice them to tell their friends to join the tournaments. This will
eventually grow into higher stakes in tournaments, attracting the attention of
XBox, PlayStation, and Nintendo Switch to create a compatibility for their
consoles. A Night to Dismember will act as a sponsorwith one of the top video
game conferences in North America. The decisions will be made between
Electronic Entertainment Expo, Game Developers Conference (GDC), Game
Connection America and GameDaily Connect USA. The conference with the best
available offers that fit the needs of the creators, while being cautious of price will
be the conference chosen.
13. After having a solid foundation with XBox, PlayStation, and Nintendo Switch,
through distributors Ubisoft or Electronic Arts; the goal is to have them put A
Nightto Dismember in stores like Target, Walmart, and Best Buy. This would be
an additional meeting with the distributors which would include negotiating a
higher cut for the creators and distributors. Getting A Night to Dismember in stores
like Walmart, Target, and Best Buy would bring in a lot of income for the game
and get it known by creating an appealing cover for hard copies. In the end, the
biggest goal is to get XBox, PlayStation, and Nintendo Switch to notice A Nightto
Dismember.
VIII. Sales Projections
Price and Sales Projections (based on $1500 budget)
Price Projected
Units
Projected Net Revenue
Retail(Selling directly to consumer)
Digital Download (From
game’s website) 4.99 300 1,500
Digital Download ( Steam,
Amazon, iTunes) 4.99 300 1,500
Wholesale/DealerPrice** (Selling to a retailer)
14. Digital Download
(Steam,Amazon,iTunes) 4.99 300 750
Digital Download
(Games Website) 4.99 300 750
ProjectedTotalNet
Sales Revenue $4,500
Price Projected
Units
Projected Net Revenue
Return on Investment (ROI)
After further research, there is an expected ROIof 615% based on a profit of
$5,148 -projected by the close of the investment year. The ROI could decrease as
far as 409% based on a profit of $4,648 on the lower end and increase to 768%
based on a profit of $5,348 on the higher end. This information was based on the
sales predictions proposed forthe Nightto Dismember game via retail and digital
purchases over Wholesale and retail, while taking 50% of profit for the exhibitor.
As a new game, a tight budget will be enacted with the goal of trying to spend the
lowest amount to increase overall profit. Utilizing free social media will help to
gain exposure and save money as we will only have to pay to promote our posts
and content. Being a newer game on the market with lots of competition these
predictions are determined for the first year of sales on the open market.
IX. Marketing
Marketing Tools
For A Nightto Dismember, the plan consists of using the following marketing tools
to reach the target audience and exceed marketing goals. They include the
following:
Photoshop and Illustrator to create a flyer for the game.
AdobeAfter effects to create more promotional content
Premier as a video editor to create promotional content
15. Create video content such on game strategy created by the developers
Create a company website with information of game listed on site
Google Analytics to keep track of the traffic going onto our website
Blog postregarding strategies of game and FPS
Upload game play onto Steam platform to get consumers excited about game
Event Marketing to allow users to test a “Beta Version” of the game
Utilizing social media platforms such as Twitter, Facebook, LinkedIn and
Instagram
YouTube as the primary promotional distributor for our video content
Advertisements on social media including FacebookAds and Google Ads
TikTok 30 second clips of the gameplay to reach millennial generation
Promotion
Pre-ReleaseJanuary2nd- June 30th
Strategy
For the pre-release of A Nightto Dismember, hype will be built for the game using
social media platforms such as Instagram and YouTube to show images and clips
of gameplay, original conceptart, sneak peeks, and other such things to build the
anticipation of the audience. Posting on Instagram 3-5 days per week, 2-3 times per
day until the release date and posting clips on YouTube 3-5 times per week.
Tactics
January 2nd- January 5th - Creation of flyers- creation of flyers created on
Photoshop and Illustrator. Flyers for Beta testing, Flyer for game release “coming
soon”, and game release “out now”
January 10th- January 15th- Postflyers for beta test around Full Sail campus
including Boba Tea shop in plaza, Campus cards and games, Cybertron Games,
Geek Easy bar, and smoke shops in plaza and on University Blvd.
February 10th-February 11th - Event for Beta Testing at Campus Cards and
Games in Winter Park, FL- allows users to test the game, this will be a 2 day event
utilizing the space in the back of the card shop. Testers will fill out their opinion of
the game, and things to critique that we can improve on before release.
16. March 15th - Release of promotional video with content creators introducing beta-
alpha updates added onto YouTube. This also gives opportunity for creators to
speak to interested fans and answer questions non related to NDA.
April 12th-May 1st-Promotional content listed on social media with release date
for July 1st release
May 20th- Gameplay promotional content released on Steam.
June 28th-June 30th-. Introduce high profile gamer “Ninja” playing our game.
Ninja has agreed to play our game on his channel for three days. This will allow
his fans to get a taste of the game and transition part of his audience onto our steam
channel.
June 30th- Upload video of Ninja playing our game onto all social media
platforms including Youtube, Facebook, Instagram, Steam Channel.
Release-July 1st
Strategy
The day A Night to Dismember becomes available, there will be an
additional gift given for purchasing the game on release day. The gift will involve
ideas within the vein of giving launch day purchasers a special character, a skin, an
exclusive DLC, or even a special weapon. Promotion will continue across social
media platforms with an emphasis on YouTube. Game developers will play the
game on Twitch and show off coolfeatures of the game. On release day there will
be posts, 3-5 times across all platforms, announcing the official release with fan
reactions, clips and pictures from the game.
Tactics
July 1st-July 10th - Buffer email delivered to consumers announcing release of
game, and to check out our social media platforms for the latest news, updates, and
footage.
July 1st- July 10th- Social Media update of the game release. Fans of the game
will see content of users playing our game.
July 1st-July 7th-TikTok game play. Best TikTok video with our gameplay will
receive $50 dollar Gamestop gift card
July 1st- July 30th- Release Steam Game play on all of our social media
platforms.
Post-Release July2nd- August 1st
17. Strategy
Postrelease of A Nightto Dismember, there will be continued excitement
by consistently adding updates to the game, making it an overall better experience
for players with limited edition content such as skins and weapons and continuing
to promote on all social media platforms. There will be a continued effort to build
a Twitch fan base around A Nightto Dismember gameplay. The continued social
media platforms will post3-5 times per week, 2-3 times per day. The content will
include announcements of the game.
Tactics
July 1st- July 8th - Buffer email release sent to consumers reminding them to
download the game. Also there will be “exciting news coming July 9th at 12pm”.
July 8th - July 9th- Prepare video of DLC release. Expansions including new
character, new skin, new map. DLC will be released July 12th at midnight. Video
will be posted on all social media platforms July 9th at 12pm.
July 10th- July 12th- Buffer email for pre ordering of the DLC. When you
preorder you get a “limited edition” skin.
July 12th- Expansion pack released at 12 midnight.
July 15th- July 18th- Buffer email updating consumers to download the new DLC
map.
July 13th- July 20th- Streaming of new DLC map posted on steam, twitch, and
social media.
July-13th- July 31st-Constant social media updates with latest release, gameplay
footage, and poll asking fans what they would like to see in the next DLC
expansion.
18. X. Budget
Tactic Specifics Frequency
(e.g. daily,
monthly,
quarterly)
Annual
Cost
Aggregator Fees Steam
Registration
One time
fee
$100
Brochures/Flyers Flyers/Sticker
s on Adobe
Spark
Membershi
p Fee
$29.99/
Monthly
$359.88
Signs/Billboards
Merchandising
POP Displays
Manufacturing
DLC production 1000
units/$0.34
As required $340
Duplication
UPC Code
Gifts/Prizes/ Ad Specialties
19. Media Advertising Buffer (Social
Media
Platform)
Premium
Publish
Membershi
p Monthly:
$56
Pro Analyze
Membershi
p Monthly:
$28
Premium
Publish
Membershi
p Annually:
$144
Pro
Analyze
Membershi
p Annually:
$336
Print
TV and Radio
Online
Other (Billboards, etc.)
Direct Mail
Website
Development/Programmi
ng
Maintenance/Hosting Squarespace
website
Maintenance
Yearly $30
Trade Shows/Festivals
Fees and Setup
Travel/Shipping
Exhibits/Signs
20. Press Kits
T-shirt printing
Product Placement Fees
TOTAL $1,309.88
XI. Appendices
Baird, F. (2019, July 23). The Complete Guide to YouTube Marketing in 2019.
Retrieved July 24, 2020, from https://blog.hootsuite.com/youtube-marketing/
Barnhart, B. (2020, July 16). How to build your social media marketing strategy for
2020. Retrieved July 24, 2020, from https://sproutsocial.com/insights/social-
media-marketing-strategy/
Cybertron Video Games.(2020). Home Page. Retrieved from
http://www.cybertrongames.com/
Patel, N. (2020, January 23). 10 Powerful Instagram Marketing Tips (That Actually
Work). Retrieved July 24, 2020, from https://neilpatel.com/blog/instagram-
marketing-tips/
Ultimate Guide to Marketing on Twitch in 2020. (2020, June 10). Retrieved July 24,
2020, from https://influencermarketinghub.com/twitch-marketing/
Buffer. (2020). Publish. Your stack of brand building tools. Buffer. Retrieved from
https://buffer.com/pricing/publish
Buffer. (2020). Analyze. Your stack of brand building tools. Buffer. Retrieved from
https://buffer.com/pricing/analyze
21. Rulis, M. (n.a.). The top 5 video game conferences in north America. ProExhibits.
Retrieved from https://www.proexhibits.com/blog/video-game-events/
Square Space. 2020. SquareSpace.com. Retrieved from
https://www.squarespace.com/domain-name-
search/?channel=pnb&subchannel=go&campaign=pnb-dr-go-us-en-domains-
bmm&subcampaign=(domains-website-
core_domains_bmm)&utm_source=google&utm_medium=pnb&utm_campaign=p
nb-dr-go-us-en-domains-
bmm&utm_term=%2Bdomains&gclid=Cj0KCQjw6uT4BRD5ARIsADwJQ1-
5xDFsq7oUwcPtzqTzjMXC35O8svt7-
wzri1aOSLozhnzECLbEABoaArL2EALw_wcB
Steam. (n.a.) Steam. Retrieved from https://store.steampowered.com/
Steam. (n.a.) Steam Keys. Retrieved from https://partner.steamgames.com/doc/features/
Steam. (n.a.) Steam Works. Retrieved from https://partner.steamgames.com/#cat-
managebusiness
