Follow this step-by-step guide to learn the modern process of writing an effective film marketing plan in Milanote, a free tool used by top creatives.
Marketing an indie film isn’t just about getting people to watch — it’s about creating a strategy to make your film stand out, connect with the right audience, and inspire action. With the right plan in place, your film can go from being overlooked to unforgettable, becoming something people don’t just watch but remember, share, and champion.
This guide will walk you through practical, achievable steps to market your indie film, from defining your audience and setting clear goals to planning distribution. With a clear roadmap, you’ll be ready to reach the right audience and ensure your film gets the attention it deserves.
Your film’s identity is what makes it unique — it’s the soul of your story that captivates people's attention. To create a strong, memorable logline, start by focusing on its genre and central themes. Whether your story is about love, survival, or revenge, let these elements shape how you present it to the world. They set the tone, build emotional connections, and make your film relatable and compelling.
Write a short, 1-2 sentence logline that highlights what makes your film special and why people should care. Your film’s identity isn’t just about storytelling, it guides everything from the visuals in your posters and trailers to the tone of your social media content. When your film’s identity is clear, your promotional materials and press kit will come together seamlessly, helping you capture the attention of your audience, film festivals, and potential investors.
Create a new board for your film marketing plan.
Drag a board out from the toolbar. Give it a name, then double click to open it.
Choose the built-in Film Marketing Plan template.
Each new board gives you the option to start with a beautiful template.
With your film’s logline in place, it’s time to turn your attention to the people who matter most — your audience. Indie filmmaking often starts as a personal passion, but knowing exactly who your story speaks to is what transforms that passion into connection. By identifying the people your film speaks to, you can craft a marketing approach that feels authentic and draws them in on a personal level.
Take some time to ask yourself:
Use this information to build a detailed Customer Persona that represents your ideal audience.
Add a sub-board to describe your target audience.
Drag a board out from the toolbar. Give it a name, then double click to open it.
Find indie films similar to yours and analyze their audience. Check who engages with their social media posts, reads their reviews, or discusses their work in forums. This can give you valuable insights into your own potential audience and help refine your Customer Persona.
When marketing your indie film, the more specific your goals, the better. Vague aims like “get my film seen” won’t get you far. Instead, think about tangible outcomes that will drive your marketing efforts. Is it securing a spot at a prominent film festival, reaching a specific number of views on your trailer, or building anticipation for your premiere?
For example, rather than just aiming to get into festivals, set a goal like “Submit to five genre-specific festivals and get feedback before the end of the month.”
The key here is turning your big-picture dreams into bite-sized tasks that give you measurable results. Once you break down your goals into these smaller actions, you’ll feel a sense of achievement as you check things off.
Add a note to list your goals.
Start typing then use the formatting tools in the left hand toolbar.
Choose promotion channels where your audience is most active, and focus on creating genuine engagement. Whether it’s through social media or online communities, find spaces where you can build excitement and Text behind-the-scenes glimpses of your film. Instead of trying to be everywhere, commit to a few platforms where you can show up consistently — it’s far more effective than spreading yourself too thin.
Film festivals and screenings are great for indie exposure. Research festivals that align with your film’s genre or themes, and tailor your submissions to showcase what makes your project unique. For local screenings, collaborate with community spaces or businesses to share costs and attract a crowd.
Prepare content in advance using this free Social Media Calendar to ensure a steady stream of promotions leading up to launch.
Use sub-boards to plan each promotion channel.
Drag a board out from the toolbar. Give it a name, then double click to open it.
A successful film launch builds excitement before release, creates a strong impression during launch week, and sustains engagement long after the premiere.
Here’s an example of how to plan the four phases:
By organizing these steps in a timeline, you can balance festival outreach and audience engagement effectively.
Use sub-boards to plan the launch phases.
Drag a board out from the toolbar. Give it a name, then double click to open it.
Indie filmmaking budgets are rarely enough to cover everything, so prioritizing impactful areas is crucial. Allocate funds for advertising campaigns that directly reach your audience, submit to festivals that align with your genre, and produce compelling promotional content. These areas are the backbone of a successful indie film strategy, helping to generate buzz and attract attention.
Keep your budget adaptable. Opportunities such as securing a spot in a high-profile festival or creating additional promotional content can arise unexpectedly. By setting aside a small reserve for these moments, you’ll ensure you’re ready to take advantage without compromising your overall strategy. Careful planning and smart spending can make a small budget work wonders.
Use a table to calculate your budget.
Create a table
Drag a table out from the toolbar. You can add simple formulas, dates, currencies and more.
Consider raising additional funds through crowdfunding or sponsorships. Crowdfunding engages your audience while helping cover costs, and sponsorships can offset expenses like venues or promotional materials. When pitching sponsors, emphasize the visibility and audience reach they’ll gain.
Now that you've gathered all the necessary information for your film marketing plan, it's time to organize your content. Presenting key information in a clear, easily digestible format, helps everyone understand what you're trying to achieve and improves overall clarity of the plan.
Create a column to organize each part of your plan.
Name it, then drag any relevant notes, images or boards into your column to stay organized.
Before finalizing your marketing plan, share it with trusted peers, collaborators, or professionals familiar with film promotion. Their insights can help you identify gaps, refine your messaging, and ensure your strategy aligns with your film’s target audience and goals.
Gathering feedback allows you to make adjustments early and launch with confidence, knowing your plan is solid and purposeful.
Invite a team member or client to provide feedback.
Open the "Share" menu from the title bar of your board. Add email addresses of the people you'd like to collaborate with—they'll receive an invitation via email.
Start a comment thread.
Drag out a comment from the toolbar on the left and place it on your board. Other editors can reply to your comment.
Mention teammates to get their attention.
Type '@' in any text field to mention someone who has access to your board. They'll receive a notification and be able to respond to your comment.
After finalizing your marketing plan, share it with your team, including cast, crew, and any collaborators working on the promotion. Ensure everyone understands their tasks and deadlines. Hold a kickoff meeting to walk through the strategy, answer questions, and align everyone for a smooth and coordinated launch.
Share a link to the plan with your team.
Click Share in the top right of your board. You can add a Welcome message for viewers, allow comments, set a password or embed the board in another app or website.
Now that your film marketing plan is complete, you have a great foundation to build on. Make sure to check back and review your plan regularly to stay on track with your marketing efforts.
