Newportbeachff - Japan

10/30/2019 Team_Project_-_Business_Plan_-_Comm_497T__Film_Festival_-_SPRING 2019 - Google Docs
Spring 2019
Event Planning & Management - Film Festival
Communications 497T

Japanese Spotlight:
Spring 2019 Binder
Team Members:
John Bautista | Alexa Cardenas | Katherine Sullens
Masako Makiba | Ialaina Burgos

Japanese Spotlight Team 1 | Page
https://docs.google.com/document/d/1odIo32jvtnW6RHzjbi760OFsKa3YAKPvol0wCBUjW30/edit 1/105
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Part 1: The Executive Summary

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The Newport Beach Film Festival celebrated its 20th annual event on April 25th Until May 2nd. Founded in 1999,
the Newport Beach FIlm Festival is now the largest premiere international film festival within Southern California, with films
that come from a myriad of countries from both Europe and Asia. Its international films are showcased in its own individual
nights of the week. One of those nights is the Pacific Rim Showcase where the Japanese Film Spotlight is showcased year
after year. The Japanese Film Spotlight is an event that is held in a single night within the Newport Beach FIlm Festival’s
Pacific Rim Showcase alongside the Korean, Chinese, and Australian film spotlights. This night is held to showcase
Japanese produced film, performed by Japanese Actors.
This year’s Japanese Spotlight featured the film Day and Night, directed by Michihito Fujii; a gritty crime drama with
it’s plot revolved around the notion of revenge Thanks to the renown behind Michihito Fujii’s name as well as the producer
of the film, Takayuki Yamada, the film was still overall accepted by the audience even putting into account testimonials by
audience members after the movie.
The Japanese Spotlight’s overall success was entirely dependent of it’s outreach into our target demographics
within Los Angeles, San Diego and the Inland Empire.
The 20th Japanese Spotlight had a total of 8 confirmed and cooperative sponsors. One of the sponsors, Character
Media (formerly known as Kore Asian media), even became a co-presenter of the Pacific Rim Showcase and retweeted
posts by each respective spotlight. The Japanese Film Festival in its entirety - including with the work done for the Pacific
Rim Showcase - had accrued a value of $6,000 dollars, which is again made possible thanks to the work done by our
supporters partners and supporters. The event had a total of 56 tickets sold as well as a total Japan Spotlight attendance of
100 individuals.
This binder will elaborate on the overall marketing strategy the 2019 Japanese Spotlight team had on our online
and offline media marketing strategies and describe the strengths weaknesses, opportunities, and threats that affect the
Japanese Spotlight, all of which can be determined by the future Japanese Spotlight team’s grasp on the Japanese
community.

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Part 2: Event Description

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Who:
Because we are representing the Japanese international film spotlight/showcase for the Newport Beach Film
Festival, those who attend the event are highly affiliated with the Asian, Asian American, Japanese American, and
Japanese community and culture. For example, well known mass media organizations such as the Japan Daily Sun,
Cultural News, Kore Asian Media, Giant Robot, Glico, Japan America Society, and UCI Jodaiko, were all supporting
sponsors of our event because of their connection to our target audiences.
Geographically, our team was in charge of aiming towards those within the Southern California region, specifically
the Los Angeles County area and the Orange County area. This geographic area spans within a 125 mile radius. Our team
focused on the same audiences while also keeping in mind those who are appreciative of Japanese culture and Japanese
American culture and those who were interested in expanding their knowledge on Japanese and Japanese American
culture.
Overall, we hoped to establish an eventful and appreciative night celebrating, educating, promoting, and
showcasing Asian American, Asian, Japanese American, and Japanese Culture with all those from organizations and
supportive audiences gathered from the Los Angeles and Orange County Regions.

What:
The Japanese Spotlight/Showcase is a creative collaborative effort that has been around for 20 years under the
Newport Beach Film Festival. The Newport Beach Film Festival is an event that celebrates culture and cinema with
hundreds to thousands of people gathering attendees to the city of Newport Beach, California within the Orange County
Region. The event consists of an international Japanese film with other international films that are included in the Pacific
Rim Showcase for the Newport Beach Film Festival. The other international films that were included in this event were
Team Australia, Team Korea, and Team China. Through the Newport Beach Film Festival, each team was assigned to
promote their respective country’s international film through social media, sponsors, partnerships, and supporters.
Our team's main goal, representing the Japanese Spotlight/Showcase, was to achieve cultural and creative
understanding towards the masses with the promotion of Japanese culture. Through this event, we hoped to collect and
gather potential supports, partners, and sponsorships to help promote this event and to result in a successful and
memorable experience. Through creating agreements with other organizations, we hoped to create a mutual, beneficial,
and collaborative creative relationship by promoting both our organizations.

Where:
There are two locations in which the Newport Beach Film Festival, and specifically the Japanese Spotlight, will take
place. All movie screenings for the festival will take place at the Starlight Triangle Square Cinemas in Costa Mesa, CA.
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Following the screenings, each spotlight will hold an after-party for guests to enjoy and appreciate the culture in which they
are celebrating. The after-party for all international spotlights, including the Japanese Spotlight, will be held at Time
Nightclub in Costa Mesa, CA.
The Starlight Square Cinemas is a general purpose movie theater that screens all the recent blockbusters as well
as specialized and localized special films. Being a theater for the masses, the theater will follow a layout most suitable to
accommodate high capacity audiences and handle heavy foot traffic. There is also large parking garage built into the plaza
giving easy and safe access to the vehicles of attendees. The Starlight Cinema Theater is also tandem to the after party
location downstairs at Time Nightclub.
Time Nightclub is a newly renovated establishment, replacing the previously names Sutra Nightclub, with Las
Vegas production value. The value is quite large and features high ceilings, regal decoration, and a large LCD screen to
dorn the inside of the venue,giving it the luxury treatment that mimics the nature of a premier Las Vegas Nightclub with the
same high-quality gleam and glamour expected.

When:
The Newport Beach Film Festival is a week-long event that takes place in late April every year. This year, the
festival will take place from April 25, 2019 to May 2, 2019. The Japanese Spotlight will take place in Wednesday, May 1,
2019, along with the other international spotlights for the Pacific Rim Showcase. Tickets for the festival will go on sale on
April 1, 2019.

Why:
The main goal of our Japanese Spotlight is to bring audiences and creative, talented filmmakers together by
providing those from the Los Angeles County regions and the Orange County regions a chance to partake in a viewing of a
quality Japanese international fim. Because of a constantly changing environment and atmosphere given today’s times, it is
imperative that we educate and share to others the uniqueness and special qualities of Japanese culture.
Through this event, we hoped to create special bonds and relationships with others by showing a film that relates
with their mission. The film festival gives non-profit organizations, as well as other organizations an opportunity to spread
their mission and ideals including their message to a wide audience of all ages and backgrounds that are appreciative of
film and culture.

How:
Because the Newport Beach Film Festival has been a non-profit organization for 20 years, the event solely focuses
on the contributions of willing supporters, partners, and sponsorships every year. For example, this year, Team Japan had
support from the following organizations: Japan Daily Sun, Cultural News, Kore Asian Media, Giant Robot, Glico, Japan
America Society, and UCI Jodaiko.
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Without the continuing help and support from the following organizations, as well as participating audiences, the
Newport Beach Film Festival’s Japanese Spotlight could not have happened and would not have been a success. Through
these connections, the Japanese Spotlight beings together a memorable and prosperous event.
In addition, through detailed time management, research, organization, and planning, our team uses email,
traditional media and social media to carefully build connections and help promote the event effectively to reach a broad
and wide audience.

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Part 3: S.W.O.T. Analysis

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STRENGTHS:

Reputation: The Newport Beach Film Festival has an outstanding reputation not only within the Newport Beach community,
but within the entire vicinity of Southern California. The festival is increasingly being recognized internationally as one of the
leading film festivals within the country. The NBFF is known for its focus on international spotlight, focusing on featured
independent films from countries within Europe, Asia, and Latin America. The festival also features a large range of cultural
forms within the cuisine and entertainment following all screenings. The film festival is notable for its ability to attract a
diverse audience in terms of age, nationality, interests, and cultural backgrounds.
Cost Effective: The film festival has relatively reasonable prices for weekend and all-access passes, as well as for tickets to
individual screenings and their after parties. For the low cost of $45, guests are provided access to the respective film they
would like to see, as well as complete access to the after party which includes unlimited alcohol, food, and entertainment for
the duration of the evening. Promotional discount tickets are also provided by the staff and volunteers leading up to the
event for those who wish to end on a tighter budget. Our team was able to sell an approximate of 100 tickets to our
screening of “Day and Night.”
Location: The location of both the post-party and film are both located within the Triangle Center in Costa Mesa, California.
Their close proximity helped strengthen accessibility to our event. Guests were able to walk over to Time Nightclub directly
following their screenings, without the need to drive their cars to a new location or worry about parking. Further, the location
is directly off of the 405 freeway, making directions for guests simple and easy to navigate.
Sponsors: Thanks to our predecessors, Team Japan has a variety of reliable supporters, partners, and sponsors to reach
out to. Our sponsors helped us with our desired media outreach, sharing the news of our spotlight on their respective social
media platforms, as well as in newsletters and press releases. Character Media, Japanese Daily Sun, and Cultural News
were especially helpful in the proces. UCI Jodaiko also gave a wonderful performance at the afterparty, and Glico provided
us with 2,000 free units of pocky to distribute at our event.
Team: Our team was fortunate to have been paired with one-another. Communication and time-commitment was
established toward the beginning of the course, so everyone was well aware of how much effort we would be dedicating to
our spotlight. The outreach assignment for supporters and sponsors was evenly distributed amongst our team members,
and everyone was made aware of each other’s tasks to ensure that we were each held accountable for what needed to get
done and by whom. Openness and flexibility were important attributes amongst our teammates and for that reason our
evening was a major success, and something we all felt very proud to be a part of.
Language Barrier Broken: It was extremely beneficial that we had a Japanese speaker on our team. Many of the supporters
and sponsors we work with are speakers, so the language barrier could be a bit tough at times. This was also resourceful
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for translating many of our media posts so that we could post both English and Japanese content across our social media
platforms. Many of our followers are native speakers so it was important for us to ensure they felt included.

WEAKNESSES:

Time Constraints: Much of the beginning of the course revolves around getting settled, and completing weekly reading
reports and presentations for the assigned books in the course. Do not let this take away from your time to begin reaching
out to your supporters, partners, and sponsors! Once Gregg gives you the “okay,” we highly recommend that you start
making phone calls as early as possible. You only have a couple of months to get everything in order for your event as well
as for your successors, so be sure to have a regimented time schedule for your team.
Budget: The Newport Beach Film Festival is a non-profit organization, thus your team will be given a budget of $0. This
could be a bit difficult when dealing with potential DJs, media teams, entertainment, etc. who wish to be compensated for
what they are providing to your spotlight.
Community: The Great Orange County does not have a very prominent Japanese / Japanese American community as
compared to L.A county so trying to find any prospective Supporters, Partners, or Supporters locally within the OC area was
a challenge. Highly suggest using the website meetup.com for inquiries of community groups as meetup.com is a hub for
information of where these communities can be found.

OPPORTUNITIES:
The Japanese Community: Los Angeles and Orange County combined have a relatively large number of Japanese
communities, L.A having the larger demographic. Working within the Southern California area provided us with the
opportunity to reach out to communities with Irvine, Newport Beach, Fullerton, Downtown LA, as well as the surrounding
universities. There are numerous Japanese markets surrounding these areas as well which could be of a lot of potential use
while you are trying to find local organizations within the community to reach out to. Handing out flyers and your contact
information could open up doors for your team.
Social Media: Instagram, Twitter, Snapchat, and even LinkedIn are all platforms to take advantage of. You will be provided
with usernames and logins for all of Japan’s accounts, so do not hesitate to start posting quickly and frequently; utilize your
own social media accounts to promote your event as well. Consistently post about your event and cross-promote with your
corresponding sponsors to draw attention and gain followers. Also take advantage of other teams within your spotlight and
set up times and posts you can cross-promote for one-another.
Existing Audience: You will notice that the Newport Film Festival already has a large amount of followers across all of their
platforms, granted not all are residents of the area. Many of the attendees are regulars who frequent the event year and
again, but do not mistake this as an assumption that locals will know about your event. Continue to promote the event and
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reach out to individuals, even if they are already aware of the showcase. Double check to make sure they know the exact
date and time of your event, and send direct links and discount codes for tickets.
Past Binders: Take advantage of the opportunity to really read through your predecessors’ binders! They will contain
valuable tips and information for the supporters, partners, and sponsors you will be contacting. The binders will give you a
better understanding of how to best make use of your time and what to ask from certain organizations you wish to work
with. TIME MANAGEMENT IS KEY!

THREATS:

Other Festivals: The months leading up to the event are extremely busy when it comes to music festivals like Coachella,
Stage Coach, EDC, etc. These conflicting schedules can make it difficult and competitive to attract an audience to your
event. The weather in the Spring also tends to begin to warm up and be a bit nicer, prompting people to go out for small
weekend vacations, which can also pose a threat to your event attendance, or the willingness of individuals to spend extra
money.
Students/School Events: Promoting to students who are often on a strict budget can prove difficult once when trying to sell
tickets. With school events and graduation approaching around the same time, school expenses become a priority over
leisure activities for many people.
The Film: Regardless of the time and effort you have spent promoting your event and reaching out to your target audience,
if they are not interested in your film, they will not be inclined to purchase tickets. The film is out of your hands, but we would
recommend encouraging your family friends, coworkers, and other organizations you are a part of to purchase tickets. You
can also take advantage of the discount codes which will be provided to you once tickets go on sale.

Location: With the prior weakness put into account the drive to Newport Beach from Los Angeles may prove to be quite a
hefty ride and can even be a deterrent to any guests thinking about attending the Showcase. Especially when putting into
account if they aren’t completely interested in the film. Showcasing what the after party is may be the better option if this
problem arises.

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Part 4: Organization & Management

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John Bautista
Team Lead, Contact Lead and Relations Manager
● In charge of following up with S/P/S
● Meeting with contacts in person
● Delegate tasks for the entire Japanese Spotlight Team
● Primary Liaison with PC Showcase Co-Presenters, Character Media
714-470-6835 - johnmosesbautista@gmail.com
John Bautista, is a determined student, loving brother and son, a

dedicated go-getter, and a fast learner that aims to be the best version of
himself every day. John Bautista was born in San Juan, Philippines. He is
the fourth child and the only son of a family of seven. In the Philippines
John lived a pampered life thanks to his father and mother who provided
and supported for him during their work with the Philippine Senator Ralph
Recto. In the years following he was raised far from the influence of politics
and was instead with the maternal side of his family where he learned the
importance of hard work and perseverance.
In 2004 John and his family moved to the southern Philippine
Islands of Mindanao. During his time there he found himself to be a
complete foreigner as they spoke a different dialect. Lost in translation John
then learned the importance of context clues as it helped him learn to
become a better communicator. 10 months after their move, John and his
family moved back up to their hometown and 4 months later at New Year’s
Day of 2006 his father left the country to the United States and three months later after his mother followed as well in order
to begin their process of bringing their children to the United States hoping to achieve the American Dream. John and his
four sisters then learned on how to become independent and how to depend on each other. For three years they continued
this until July 31st 2010 when their father died. After their father’s death all of their aunts and uncles used their resources to
speed up the immigration process for their late brother’s children. August 21st 2010 the children arrived to the United States
welcomed by their mother and their aunts from the US.
John was enrolled in Orangeview Junior High School where his constant reminder everyday he had in that school
was how he had a weird accent and couldn’t speak English well. Instead of staying defeated John learned to speak better
by reading books out loud and diving himself in new crowds so to learn social cues. John left the middle school as a 4.0
student and as a recipient of the President’s award for Academic Success. John went to Western High School and for his
first year he made a decision to always volunteer to speak out loud all reading assignments given to him in his English
class. As a sophomore he dedicated his time more into his school’s JROTC program where he learned to become a better
leader under the supervision of Lt. Col. Pierce and Sgt. 1st Class Toliver. In his Junior year he joined the film and video
program in his high school and in senior year he and his film teacher and other students began the school Broadcast
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system, called the “Pioneer Press,” which was never done in his high school’s history and for their first broadcast the
chosen anchor was John himself.
John got accepted to go to California State University Fullerton and enrolled as a Broadcast Journalism Major, later
on in his time in the college he figured out that his passion was not on camera work like an anchor, but he enjoys creating
the mediums on which people consume, may it be articles, tv episodes, news broadcast, or special events. He then
changed courses and is still currently a Communications major with an emphasis in public relations and mass media.

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Katherine Sullens
Media Relations Lead
● Responsible of contacting photographers / videographers
● Creating Team Japan’s Media Team
● Responsible of Twitter
562-360-9977 - katherine96@csu.fullerton.edu
Katherine was born in Whittier, California, and for this reason has a deep
appreciation for architecture and historic preservation. She has grown up involved with
the Whittier Conservancy, and has participated in restoring, rehabilitating, and renovating
historic places to help preserve and promote her community’s unique culture and identity.
She has a great appreciation for history, and is passionate about environmental value.
Further, Katherine has a great love for travel. For her entire life, most of her family
has worked in the airline industry, so exploring new places has always been something
that has peaked her interest. She spends much of her free time trying to go on small
getaways when she does not have the time to take off for longer adventures. In two years
alone, Katherine has managed to travel to seven new countries. She finds it extremely
important to indulge in and learn about as many new cultures as she can (especially while
she is young). Katherine is majoring in communications with an emphasis in
entertainment and tourism, and has since added a second major in American studies.
She feels that diversifying her surroundings by exploring new places and mingling with
new people will only serve to help her in her future endeavors within the entertainment
industry.
Beyond travel, when Katherine is not working or in school, she is attending as many music events as she possibly
can, for this is when she feels most at peace. Many of the artists she enjoys either tour very rarely, or may have finished
touring altogether, so she is very adamant about attending their shows whenever she finds the opportunity. Among some of
her favorites have been David Gilmour (of Pink Floyd), Robby Krieger and John Densmore (of the Doors), Black Sabbath,
Van Morrison, B.B. King, Prince, Stevie Wonder, Fleetwood Mac, Dick Dale, The Beach Boys, The Zombies, and several
others.
Perhaps Katherine’s greatest passion stems from her love of horror. Since she was a young child she has always
been a super-fan of horror movies from the silent era, through the golden age, to slasher films, and beyond. Horror is the
reason she has chosen to step into the field of entertainment for her future career. Since middle school she has participated
in just about every horror-related event southern California has to offer, from monster conventions to escape rooms.
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However, one event has always caught her eye, that being, Universal Studios Hollywood’s, Halloween Horror Nights. She
found herself attracted to this event over others like it because it was unique in one way: the park only featured mazes
based upon familiar on-screen frights. These are not original, spooky themes, but rather popular scary movies and
television shows that many of us have come to love. She finds this event spectacular because of just how meticulous these
mazes must be. When you are watching a film on screen, you have the power to direct the viewer’s eye wherever you
would like. However, when individuals steps into a maze, every detail must be perfect because they have a 360-degree
perspective of their surroundings, right down to the smell, so it must be flawless; essentially you are given the opportunity to
step right into a scene from your favorite scary film. Since having attended her first Halloween Horror Nights, Katherine has
made it a point to reach out to John Murdy, the creative director of Universal Studios Hollywood, whom is also the producer
of Halloween Horror Nights. They have met on several occasions and he has provided her with marvelous input on the
stepping stones for the business. She is very eager to get her foot in the door.
Feel free to follow Katherine on Instagram using the handle: @Kaatzilla or connect with her on LinkedIn using the link:
www.linkedin.com/in/katherine-sullens-608893171

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Katherine Margaret Sullens
(562) 360-9977 · 6235 Bright Ave. Whittier, CA 90601 · Katherine96@csu.fullerton.edu
AREAS OF EXCELLENCE
· Fast learner and hard worker with a commitment to outstanding customer service.
· Excel at organizing, managing, and communicating progress on complex projects.
· A flexible, efficient, problem-solver who appreciates importance of wearing multiple hats.
· Confident written/oral communicator, proven skills of enhancing creative media content.
Experience
Day Care Assistant, Leushner Family Day Care, Whittier, CA August 2018 – Present
· Supervise, monitor children and skill-building activities to ensure safe learning enjoyment.
· Oversee afterschool activities and assist children with homework and studies.
· Nurture children’s emotional development and report potential signs of abuse/neglect.
Waitress, Phlight Restaurant, Whittier, CA January 2018 – Present

· Greet guests, arrange seating, provide attentive service to optimize dining experience.
· Coordinate phone reservations, assist special event planning, cultivate repeat business.
· Provide food and drink services, multitasking, team player, accurate cash handling.
Barista, Starbucks, Whittier, CA October 2014 – October 2017

· Exhibited customer service and interpersonal skills, participated in community outreach.
· Handcrafted beverages/orders, oversaw store displays, showcased unique promotions.
· Managed cash drawers, dedicated and dependable, team player mindset.
Office Assistant, Heartwise, Whittier, CA October 2011 – October 2012

· Front/back office administrative support for cardiovascular surgeon Dr. Howard Elkin, MD.
· Created partnerships with medical practitioners to assist private practice expansion.
· Input patient charts into electronic medical health record format, medical records filing.
· ms Excel, Word, PPT, Outlook, data entry, filing/records management, office organization.
Volunteer Experience/Affiliations
Whittier Conservancy, Whittier, CA January 2011 – Present
· Provide long-standing administrative support for historic preservation organization.
· Assist with private and public events, including: mailings, meetings, marketing materials.
· Assist with strategizing web development and media content for optimal community outreach.
Education

California State University - Fullerton, CA
B.A. (Double Major) in American Studies and in Communications with an emphasis in Entertainment and Tourism

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Ialaina Burgos
Talent Recruiter
● Search for potential performers for the PC Showcase
(562) 508-1113 - ialainaaimee@gmail.com
Ialaina (Ah-lie-nah) Burgos is currently 23 years old and was born on

January 28, 1996, in Bellflower, California as the youngest daughter to a 1st
generation Filipino family. During her childhood, she lived and grew up around
the same area and the surrounding cities of Bellflower like Long Beach,
Lakewood, and Cerritos. She attended Kindergarten at Thomas Jefferson
Elementary school in Bellflower, CA, then transferred to St. Cornelius Catholic
School in Long Beach, CA from 1st grade until 6th grade. During her 5th
grade year, she moved to the Philippines with her mother and sister while her
mother was attending nursing school for about half a year while also attending
elementary school.
From 7th grade until 8th grade she attended Mayfair Middle School,
and continued her high school education at the same institution, Mayfair High
School in Lakewood, CA. During high school, Ialaina had an ambitious high
school life involving herself in many extra curricular activities in the performing arts such as showchoir, musicals, dance
club, marching band, and color guard. She also involved herself in clubs such as Key Club and Leo Club earning leadership
skills and volunteering opportunities while also earning average grades until she graduated high school in 2014.
During Ialaina’s senior year in high school, she applied to multiple universities such as San Diego State California,
UC Riverside, UC Santa Cruz, etc., however, she ended up attending Cypress College because she was unfortunately not
accepted to any of the schools she applied to. At Cypress College, Ialaina decided to major in communications because
when she was a senior in high school, her mother’s friend suggested speech therapy as a potential career and she was
interested. Ialaina continued to take general education courses before transferring.
During her time in Cypress College, she did further research into communications and speech therapy. She found
out about public relations as a potential career choice instead of speech therapy and really enjoyed learning and reading
about the career. She finally found an ideal career that she could see herself doing in the future and that’s when she
decided to study public relations as soon as she finished her general education in community college.
At Cypress College, she joined the Speech and Debate team after attending a showcase of it called ‘Forensics
Night’. She was fascinated by the politics, the amount of intimidation, and authority during debates and speeches that she
wanted to be a part of it, which she did. By Spring 2018, Ialaina graduated from Cypress College with an Associate of Arts
degree in Communications. She was accepted to all the schools she applied to transfer to such as San Diego State
University, San Jose State, CSU Fullerton, Sacramento State, and Cal Poly Pomona.
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She decided to transfer to CSU Fullerton to major in Public Relations and minor in Marketing where she currently
attends while residing in the city of Anaheim, CA. Ialaina currently continues to be ambitious and busy by joining
organizations and clubs such as PRSSA (Public Relations Student Society of America), AMA (American Marketing
Association), Circle K, JCC (Japanese Culture Club), and VGDC (Video Game Developers Club). During the weekends, she
works at a matcha green tea soft serve and drinks shop called Matcha LOVE by ITO EN, and attends meetings and
rehearsals for Anime Expo Maid Cafe.

Follow, Like, Share
Facebook: Ialaina Burgos | Instagram: @ialainaabb | Linkedin: linkedin.com/in/ialainaabb/

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Ialaina Burgos
(562) 508-1113
ialainaaimee@gmail.com
EDUCATION
California State University, Fullerton
Bachelors of Arts in Communications (Public Relations) — MAY 2020 (EXPECTED)
Cypress College, Cypress, CA
Associate of Arts (Communication Studies) — MAY 2018

EXPERIENCE
CSUF Public Relations Student Society of America (CSU Fullerton, PRSSA) — SEPTEMBER 2018 - PRESENT
Member
● Attend informative PR panels to become more educated about the PR field
● Participate in workshops and other opportunities to gain more experience in Public Relations
● Earned a certificate in a Global Results Communications PR Boot Camp
Newport Beach Film Festival — JANUARY 2019 - MAY 2019
Japanese Spotlight Event Coordinator
● Work with others to create a professional business plan to gain sponsorships and entertainment for the event
● Manage social media such as Instagram and Facebook to promote the event effectively
Titan Public Relations — FEBRUARY 2019 - APRIL 2019
Account Coordinator
● Gains hands on PR experience by being a part of a student run PR firm
● Work with others to come up with a communications business plan for clients

OTHER EXPERIENCE
Matcha Love by ITO EN, Costa Mesa, CA — JUNE 2018 - PRESENT
Team Member
● Serve products such as ice cream and matcha (green tea) drinks efficiently
● Perform customer service to promote the company's image and products in a good manner
● Organize, clean, and restock products and supplies for the shop
SKILLS
● Social Media, Adobe Illustrator, Photoshop, InDesign, Premiere Pro, Microsoft Word and Powerpoint, Typing (65 words/min)
● Multilingual in Tagalog and Japanese

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Alexa Cardenas
Executive Assistant and Internal Relations Manager
● Followed up on tasks amongst the whole team
● Administrative work lead
● Co-lead the Japanese Spotlight Team
(909)-786-9984 - Email: aecardenas12@gmail.com
Alexa Cardenas was born on December 24th, 1995 in

Anaheim, CA. Her family consists of her mother, father and
two sisters. Her father, George Cardenas, was an active
member of the U.S Navy. He served active duty from 1989
to 1997. In her first three years of life, Alexa would live in
multiple places including San Diego, Buena Park and
Houston, Texas.
Alexa and her family moved to Houston, Texas after her
father was discharged from the military. Her father’s side
resided in the Houston, Texas area. After nearly a year, her
family decided to move back to California to live with her
mother’s father in Pico Rivera, CA. She experienced her
earliest memories in Pico Rivera.
Alexa moved to Ontario, CA in January of 2003. She
developed a passion for school and excelled in the
classroom.
In the summer of 2005, Alexa would spend hours in their
backyard pool teaching herself how to swim. With many
hours of practice, she learned to swim on her own.
She quickly fell in love with the sport and wanted to pursue it year-round. In 2007, Alexa joined the Chino Valley
Dolphins in Chino, CA under coach Melinda Pitts. After a year on the team, Alexa made the Junior Olympic Team for the
11-12 age group. Her specialties included the freestyle and butterfly.
While excelling in the pool, Alexa excelled in the classroom. She was awarded Student of the Year from her
elementary promoting class in 2008. At Woodcrest Junior High, she was awarded “Wolverine of the Year” in 2010. In
addition to her swimming schedule, Alexa volunteered at the local high school taking stats for the Varsity swim team and
took on additional sports such as the girls’ basketball team and girls’ cross country team, where she was the top runner for
the girls.
Alexa entered Chino High School in 2010. There, she made Varsity Swimming and earned Varsity MVP as a
freshman. In the winter, she decided to try a new sport, Water Polo. She quickly fell in love with the sport, enjoying the team
aspect the most.
In Water Polo, Alexa was nominated and won MVP in the league. She was named team captain by her peers and
coaches. Her team was one goal short of competing in the final round of CIF in 2014. In swimming, Alexa competed in the
top 10 in CIF for her swimming and placed in the relay.
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Alexa hung up her swim cap and goggles to enter college at CSUF. Alexa chose CSUF for its proximity and
academics. She pursued her Communications – Public Relations major beginning in the Fall of 2014. She accepted a job
position within the City of Chino’s after school programs.
Alexa is passionate about mental health education. She believes there is power in taking care of one’s mental,
physical and spiritual well being.
She currently works in the hospitals as a hearing screener for newborns. Alexa belongs to a variety of organizations
on campus including Public Relations Student Society of America (PRSSA), yoga club, Active Minds, and Peer Health
University Network (PHUN).. She currently lives in Ontario, CA with her mother, father and older sister Brianna and younger
sister, Ava. She has two German Shepherds named Lucy and Duke.
Instagram - @ alexaevecardenas Facebook: Alexa Cardenas

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Masako Makiba
Translator and Special Contacts Liaison
● Specially tasked to conduct all S/P/S work with a Language Barrier
● Main contact for our Spotlight V.I.P (Tomiyama Toshimasa)

Email: masakomakiba@gmail.com

Masako Makiba was born on June 25th, 1996 in
Matsumoto city Nagano, Japan. She is currently 22 years old and
her family consists of her father, mother, one old sister, and one
young brother. Her father, Kunitada Makiba owns tax account
company in Japan. When he was in college, he played American
football and he was one of the members of a team that became a
national champion in Japan. In the influence of her father, Masako
liked to play sports and when she was 10 years old, she found a
sport that she fell in love, which was tennis.
When Masako was in high school, she decided to play

tennis in the United State, which meant lived away from family.
She moved to Hilton Head Island, SC and she started the new
journal of her life. Masako could not speak English at all, so she
had a very tough time to balance between study and tennis
practice. However, she tried to be always smiling and
communicate with people as much as she could. Thus, Masako
was able to graduate Heritage Academy in Hilton Head Island, SC
in 2015 and she got recruited by a coach Dianne Matius who is the head coach of California State University, Fullerton
women’s tennis team.
Masako spent four years of college career in CSUF since 2015-2019 as a student athletes and contributed CSUF
women’s tennis team historical records. She practiced at 1 pm to 5 pm on Monday through Friday and she had matched
three times in a week during their main season (January to May). Even though Masako had a very busy schedule, she
worked hard and she was able to graduate in CSUF.
When she moved to the United States, she wanted to become a professional tennis player. However, as she played
tennis at a high level, she felt a difficulty in the world of a professional tennis player. So, in her sophomore year, she did an
internship at IBM Japan and made another experience in her life. Masako did an internship marketing campaign
management she joined the marketing, event specialist team of systems and planned and worked on events, which are z
Next, z Analytics, and All Flash webinar.
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In her senior year, she got the offer and made a contract with Softbank for 2020. Softbank is one of the biggest
company in Silicon Valley, CA and devotes several varieties of economics. Masako will start working at Softbank in Tokyo,
Japan.
Instagram - @ masako6025 Twitter - @ masako6025 Facebook: Masako Makiba

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Masako Makiba
555 N. Commonwealth Ave. #2173B, Fullerton, CA 9283
(714) 329-5773
masakomakiba@gmail.com
CAREER OBJECTIVE
To get a job in marketing, selling, campaign management, and event specialist and contribute to company.
EDUCATION
California State University, Fullerton (CSUF) Expected Graduation: May 2019
Bachelor of Arts in Communication; Entertainment emphasis in Japan Business
WORK EXPERIENCES
IBM Japan Internship, Tokyo Japan June 2017-July 2017
Marketing
・ Internship in marketing campaign management
・ I joined the marketing, event specialist team of systems and planned and worked on events, which are z Next, z
Analytics, and All Flash webinar.
VOLUNTEER EXPERIENCES
Ducks at Honda Center, (Anaheim) September, 2018
Student volunteer
・ help to sell Ducks raffle tickets at Honda Center
Titan Tale, (Fullerton)
Student volunteer February March 2017
・ read a book for kindergarten and elementary students.
・ teach students that how is the college as a student athlete.
CTC Kids, (Fullerton) April 2016
Student Volunteer
・ play and teach tennis to kids players in Orange County, California
Color Running(Fullerton) February 2016
Student Volunteer
・ sprayed elementary students with paint, I made the kids laugh, I interacted with them when they were finished, and I
helped set up.
HONORS & AWARDS

・Division 1 Tennis Athletes
・Nagano Prefecture Champion (Tennis)
・Japan Hokushinetsu Conference Champion (Tennis)
SKILLS
・ Language: Japanese and English
・ Computer: Proficient in Microsoft Office, Word, Excel, and PowerPoint
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Part 5: Partnership Marketing & Social Media Strategies

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Analysis of Market Audience
The 20th Annual Newport Beach Film Festival Pacific Rim Showcase - Japanese Spotlight is geographically
focused on the Orange County area, including but not limited to Los Angeles County and the Inland Empire. The
geographical target stretched roughly a 125-mile radius, reaching just past Santa Monica to San Bernardino to Carlsbad.
Our primary focus was the Orange County community due to its near proximity to the Festival itself. However, we will reach
audiences in LA County and the Inland Empire.
In essence, our target audience for the 20th Annual Newport Beach Film Festival - Japanese Spotlight was aimed
at Millenials, Generation X, and Baby Boomers. The Japanese Spotlight is restricted to people over the age of 21 to
accommodate the hosted location, Time Nightclub, of the event.
The audience profile was separated into three distinct categories: Professionals, the Japanese community and film
enthusiasts.
The Professionals ranged from our partners, sponsors and supporters as well as those associated with the featured
film i.e director, actors, producers (should they choose to attend). In this year’s showcase, associates from the film were not
present. Our partners were mainly Japanese supported organizations and businesses in Orange County as well as Los
Angeles County. The organizations and businesses we worked with have a wide audience, especially among the Japanese
community thanks to the newsletters and media which they created, all of which aim to empower the Japanese Community.
The Japanese community is stretched throughout Southern California. We aimed at individuals over 21 who are
interested in attending an event that celebrates Japanese culture through food, film, music and entertainment.
Lastly, we aimed at film enthusiasts. Again, this would apply to attendees over the age of 21 who were interested in
film showcases and the entertainment industry as a whole.
We were also interested in attracting Japanese culture clubs on college campuses. College aged audiences who
are seeking a night of entertainment were welcome to attend.
Although we primarily focused on three distinct categories, the Japanese Spotlight was aimed to attract people of
different backgrounds to bring together a community that celebrates Japanese culture and film.

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Analysis of Target Media and Outreach Partners

Our targeted media and outreach partners primarily included profit organizations, non-profit organizations and
companies who are able to reach a large Japanese, Japanese American, Asian, as well as Asian American demographic
within the Southern California region; specifically in Orange County and Los Angeles County. We are representing the
Japanese Spotlight under the Newport Beach Film Festival’s Pacific Rim Showcase, which includes the countries Korea,
China, Japan, and Australia, and therefore must reach out to organizations across various platforms that are representative
of this demographic.
The media and outreach partners that we targeted particularly specialize in online and print mass media that are
able to reach a large Japanese and Japanese American demographic spreading the word of news, food, education,
entertainment, and traditional and popular culture.
These organizations and companies like Giant Robot and The Japanese Daily Sun for example, are able to reach
our target audiences and markets that are deeply integrated within Japanese culture through the use of popular social
media platforms such as Youtube, Facebook, Instagram, and Twitter; and email subscriptions.
Besides social media platforms, some of these organizations have been around for many years within the Japanese
community and use more traditional platforms of media that include books, magazines, newspapers and radios to reach
older generations. They are able to reach our target audience because of their mid to high recognition within the Southern
California Japanese community through news, events, and social gatherings.
The following is the list of important key organizations that we established a partnership with:
● Giant Robot
○ About Them: Giant Robot is a Los Angeles, California based organization that consists of a retail
enterprise, an art gallery, a magazine, and popular social media. They were established in 2001 and
founded in 1994 by Eric Nakamura and Martin Wong. They specialize in featuring Asian pop culture and
Asian American alternative culture through products, art, technology, and other various forms of media.
○ Why we chose them: Besides the fact that they are famous for their popular promotion of Asian and Asian
American culture, they are also famous for their Asian pop culture products and art, especially their
Uglydolls. They are located within the heart of the Little Tokyo community in Los Angeles gathering the
latest news and history as well as spreading it. We believe that because of this, we could potentially reach
a wide audience and attract attendees for our event.
● Character Media (formerly known as Kore Asian Media)

○ About Them: Established in 1990, they are supported by London Trust Media and is a lifestyle
organization that connects people to Asian American entertainment and news throughout the whole
community. They use original content by using videos and articles to influence others to support causes in
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the community and other topics such as politics, fashion, sports, technology, events, and more in hopes of
making an impact.
○ Why we chose them: Their news outlet consists mainly of entertainment and Asian popular culture
through magazines. Because the Newport Beach Film Festival is under the entertainment industry and
because we are representing the Pacific Rim showcase, we feel their organization would complement ours
greatly. We also feel that Kore Media would really represent our event to the Asian American community
efficiently through a potential press release or advertisement.
● Cultural News
○ About Them: Established in 1998 in Los Angeles, they are a print and online English language publication
abiding by their mission to introducing and promoting Japanese art and culture throughout the Southern
California community and beyond. They also strive to educate others by promoting programs dealing with
Japanese art and culture towards the public.
○ Why we chose them: Based in Los Angeles, Cultural News has the highest demographic of Japanese
expatriates in the world and in the U.S. We used this information to our advantage. Since Los Angeles is
also a selected destination when it comes to Japanese performing artists, Cultural News was able to
spread the word of our event in order to culturally inform the Japanese and Japanese American
communities.
● Japan Daily Sun

○ About Them: Established in 1984, they are a Los Angeles based Japanese and Japanese American news
outlet that has been around for 30 years. They specialize in bringing news from sports, entertainment, and
general to local information throughout the community.
○ Why we choose them: They have been around for many years having loyal readership and are well
known for generating news and content based especially on Japanese culture. They are able to reach our
target demographic through their various news and mass media outlets that include traditional and
non-traditional forms.
Our team’s plan for contacting media and outreach partners include using modern technology, like cell phones,
laptops, and computers, on the world wide internet; mainly using email as our main source of contact. We also use direct
messaging and following on popular social media platforms through Facebook, Instagram, Youtube, and Twitter.
Besides using the internet, we also use our cellphones to call our respective media and outreach partners. If there
are language barriers, our team is also prepared for that outcome because we have a teammate who is fluent in Japanese
and we also have another teammate who has connections. Finally, If time permits, we may also try to go into direct face to
face contact with them by reaching out to them directly at their headquarters.
We will find additional sources elsewhere through using the internet, specifically Google and Facebook, to search
up potential contacts. We may also look for potential contacts through networking with others in the respective
demographic, researching similar Japanese cultural events and their supporters, sponsorships, and partners, through social
media platforms, through Japanese based grocery stores, and their tags, blogs, and online newsletters.
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Media Strategy
The Japanese Spotlight utilized our media partners from the moment we make a contract. We engaged our media
partners by establishing a relationship from the start, which includes a strong social media presence. Our media outreach
stretched from the three prominent social media platforms - Facebook, Instagram and Twitter. We engaged more viewers by
remaining present on our media partners’ websites, including their website assets, and email listings.
Facebook:
We made agreements with our media partners to post content on the Newport Beach Film Festival: Pacific Rim
Showcase - Japanese Spotlight. The content included original posts about when ticket sales go live, the featured film Day
and Night (2019), and posts that showcase our Spotlight’s after-party. Along with the posts, we provided approved
photographs of the past Japanese Spotlight event. The promotional material was slated to be posted on Mondays, during
prime social media hours. These hours include approximately 9 am, 11-12pm, and 3-4 pm. We want our partners to “share”
our own original content on their own Facebook page. This will show that we are cooperative with our partners and that they
want to work with us. Alternatively we planned on sharing their events as well in our feed. This will show that the Japanese
Spotlight team is also a part of the community along with our media partners. Specific only to Facebook we began all of our
consistent posting along with our media partners on April 1st, 2019.
Aside from posting about our sponsors we also posted every friday prior to the actual day of the event, Team Japan
posted any fun facts related to the Japanese Spotlight may it be about culture, food, or, even fun little details about Japan.
Example:
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Instagram:
We used Newport Beach Film Festival approved content, which included photographs from previous Japanese
Spotlight events and posts generated by our Spotlight Team. We included graphics promoting the Japanese Spotlight that
our media partners can post on their respective Instagrams. Instagram posts included the hashtag “#NBFF20 presented by
#PacificSales”. Our partners, specifically Jodaiko and Character Media, utilized the “story” feature on Instagram, that keeps
an image on their platform up to 24 hours. In the future, we want to encourage more use of the “story” feature on Instagram
from all of our sponsors, supporters and partners. The stories will serve as a “news blast” for their followers. Regular
postings of our Spotlight at reasonable intervals helped us gain day to day exposure on social media. The best times to post
on Instagram are 1pm and 5pm, during lunch and at the end of the work day. Our goal was to gain exposure across different
Instagram pages by cross posting with our fellow spotlights in the Pacific Rim Showcase. For example, if Giant Robot
makes a post about the Spotlight, we want to share it on our own Instagram stories. Similar to our plans with Facebook, we
plan began our chain of posts beginning April 1st.
Example:
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Twitter:
Twitter served the same purpose as our Instagram stories, delivering news blasts to our demographics. We began
retweeting content posted by our media partners, specifically partners that have a prominent Twitter base such as Character
Media, which has 12.5 thousand followers. Any original content were posts that link to our facebook, relevant website links
that are specific to our media partners, and any promotional media.
Example:
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Magazine/Print Media:
When it comes to our print based partners like Nikkan San,, also known as the Japanese Daily Sun, we asked them
to write articles about our Spotlight. Their demographic reaches mostly to local businesses like restaurants and grocery
stores, which is effective because it can reach beyond to an audience that barely use online Social Media Platforms.
Example:
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Summary:
Overall, we used our social media platforms to create a stronger brand. By having a stronger, and more established
brand for the Japanese Spotlight, we had a platform to develop a strong relationship with the audience of our social media
posts. Ultimately we wanted to have the spotlight stand on its own as a brand - not just an extension of the Newport Beach
Film Festival.
Other outreach options that we found besides social media was only specific with Giant Robot media. Mr.
Nakamura, the owner of Giant Robot. Mr. Nakamura created opportunities to have physical material specific to the spotlight
be in his stores.
The Japanese American Society of Southern California, Cultural News, Giant Robot and Kore Asian Media
(Character Media) included The Newport Beach Film Festival - Japanese Spotlight in their websites and newsletters.
Example:
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Social Media Timeline:
The timeline of our posts began on the 29th of March. This excluded our media partners like the Japanese Daily
Sun and Cultural News due to their media material. We had all of our sponsors, partners and supporters’ posts begin on
April 1st. Consistent posts from all of them were preferred and slated on friday, wednesday or monday. Considering the fact
that all our partners have their own schedules that they follow, we have these three days for them to use so that they had
flexibility to post on one of these days. The only thing that needs to be consistent are the weekly posts.
TIMELINE RUNDOWN EXAMPLE:

● April 1st: First post
● April 8th: Second post
● April 15th: Third post
● April 22nd: Fourth post
● April 29th: Fifth post
When it came to the week of the Newport Beach Film Festival, we encouraged our sponsors, partners and
sponsors to repost anything that the NBFF posts internally. By posting or even just reposting posts from the NBFF, we were
able to see a sneak peak to what our event will be like to our viewers. We wanted our partners to do the same. This was the
case with Kore Asian media, as they have the largest social media base amongst all of our partners.
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Analysis of external online/Social Media Options

In today’s marketing, online presence is essential to having a successful business especially when it demands an
audience. This year the Newport Beach FIlm Festival had accrued a new record number of attendees for the whole festival.
For the Pacific Rim Showcase we planned on continuing this and building further upon it by asking our sponsors partners
and supporters to include the Pacific Rim Showcase.

Online platforms were one of our main focuses in relation to marketing. With a digital landscape in mind, we
focused on how our target market behaves online. We have come to find that many readers move through their social
media platforms very quickly. To combat this, our spotlight aimed to post attention-grabbing, and visually appealing content
from our partners to grab the viewer’s attention when they were scrolling through their feeds. In contrast, for the portion of
our audience that still enjoys a more leisurely read, monthly newsletters from readers’ favorite news outlets were also
distributed. In addition to this, blogs and websites provided more information for those surfing the web for potential events to
attend.

Giant Robot:
Giant Robot has expanded into various fields since its founding as a cultural magazine in 1994. Along with a publication
service, the company now includes its own gallery and store, all with an extremely large and active following. They also offer
a digital newsletter which allows online subscribers to more easily connect with their content. For promotional content, we
asked to be featured in their newsletters and social media content.
Facebook: Among all of our partners, Giant Robot has the largest and most active following on their Facebook page. The
vast majority of their posts are photos of the artwork and creative pieces featured within their art gallery and store. Other
posts include shared article links, video announcements, and upcoming events. Giant Robot featured an announcement of
our event on their page, stating when and where our event will be taking place, along with a written featured highlighting the
festival’s 20th anniversary celebration.
● 39,506 likes
● 39,422 followers
Instagram: The company itself has three separate Instagram accounts, each of which serve their own unique purpose. Our
aim is to utilize their primary page, as it has the largest and most active following, much of which includes very high-profile
actors in the industry i:e Seth Rogan. We have found that either a normal post or a feature on their Instagram story will be
the most beneficial for our spotlight, as Eric, the owner, utilizes both of these features frequently. This can offer major
exposure for our event.
● @Giantrobot - 38,100 followers
● @Giantrobotstore - 14,600 followers
● @Giantrobotmedia - 1,196 followers

Twitter: Most of Giant Robot’s Twitter includes original tweets, announcements, and a variety of retweets. The content
ranges from new art installations and gallery exhibits. Of all of their media accounts, Twitter would be the most beneficial in
creating a dialogue with their supporters on a more personal level because of the interactive nature of their tweets.
● @Giant_robot - 12,900 followers
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Character Media:
Formerly known as Kore Asian Media, Character is a news and media source which is primarily operated online. Their
social media engagement operates with a following of upwards of 10,000 likes/followers. Along with social media features,
we sought to be included in their digital newsletter, their e-magazine, along with the printed version as well.
Character Media provided us with 4 retweets of our Spotlight’s twitter page, 4 original tweets about our Spotlight, 1 full page
spread ad, and sent a newsletter to their database with an article featuring our Spotlight. The full page spread ad costs an
estimated $1,000. Through our sponsorship contract, we were able to obtain this ad for free.
Facebook: Facebook is Kore’s primary source of consumer engagement. Their typical posts include event announcements,
article links, and additional information pertaining to their home website. Their page has a high follower count, suggesting
high visibility. Our team aims to utilize their Facebook page to post a save the date for our event, along with a link to our
website. We will also be asking for the ticket link to be posted, and a written piece preceding the 20th anniversary event.
● 64,613 likes

Instagram: Kore’s Instagram features similar posts to their Facebook. Kore’s Instagram is now known as Character Media,
and has the new Instagram handle @character.media. Character Media posted about the Japanese Spotlight on their
Instagram story the night of our event. Ideally, we want to utilize their story feature and secure Instagram posts for future
Spotlights in contracts.

Twitter: Their Twitter posts much, if not all of the same content from their Instagram page, with the added “retweet” feature.
This feature allowed Character Media to retweet our spotlight information directly from our team’s account. This allowed
their followers an easy way of following the Japanese spotlight’s social media channels.
Youtube: Youtube contains the smallest following among their social media platforms. Their other platforms, such as
Facebook, often include links directing people to their Youtube channel. The content they upload typically include interviews,
behind-the-scenes cuts, mini-documentaries, recaps of their events, as well as podcast-style videos. We did not ask to be
on Character Media’s Youtube channel. It could be a valuable resource in the future, as YouTube is a growing social media
platform. For our 2019 Spotlight, we chose to opt out of this option.
● 8,100 subscribers
Cultural News: Cultural News is a media publication run as a “one-man-show.” The founder, Shinge Higashi, is the sole
writer and editor of the content for Cultural News. Seeing as how he is not active on social media, we hope to have at least
one article written about the festival overall, as well as a separate article written about our spotlight specifically. Although
this media is limited, we asked for posts across each platform in hopes to garner more awareness for our event. Cultural
News ended up providing us with a news media article on their website.

Facebook: No current Facebook page as of May 2019.
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Instagram: Cultural News does not have a very strong Instagram presence. It looks as though Shinge uses the account for
personal purposes, rather than business, which does not makes this an ideal platform for promoting our event. Cultural
News has not posted since September 2018, as of May 2019. There are currently 2 posts on their Instagram, unrelated to
business. Their Instagram would not be helpful for future Spotlights.
● 135 followers

Twitter: Much like Facebook, most of their tweets are composed of articles written about upcoming events. Shinge appears
to be active about 1-3 times a month, however, this is where most of his followers are. We aimed to place most of our
marketing strategies on his Twitter account above all other platforms, which will include shared links of any articles written
about our event, as well as where his followers can purchase tickets.
Ultimately, Cultural News decided to produce an article about the Japanese Spotlight, rather than tweeting about
our Spotlight.
● @culturalnews - 820 followers

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Analysis of Internal Social Media Options

The social media channels made available are very useful, especially when it comes to the media partnerships that
will be made with future supporters, partners, and sponsors. The team from prior semester only utilized the instagram page
in terms of their social media. This semester’s team used our social media channels more so to showcase whoever the
spotlight is working with across all of our social media platforms. This year’s team also did some promotion of the Newport
Beach Film Festival and the Japanese Spotlight internally. We even created post curated to engage with our audience
especially with our twitter account. However, we found that we gained more traction in our posts when it was posts about
who our new partners were.

Facebook:
● Usage: For this semester we used our facebook more so to showcase details about the Pacific Rim Showcase and
the Spotlight Event. We created public events through Facebook and the page director’s for the Facebook page
sent out mass invites to all their personal contacts made in Facebook. This resulted into an overall increase of over
a 1000% in total page views
● Details:
○ 139 likes
○ Types of posts
■ Partnership announcements
■ Fun Fact Fridays: showcasing fun facts associated to Japan
■ Shared posts from the NBFF
■ Post about our event
● Things that can be done differently to boost engagement:
○ Add varied content
○ Engage a conversation with your partners through facebook
Instagram:
● Usage: Our instagram page, like our facebook page, was primarily focused on announcing partnerships with our
supporters partners and supporters. In the beginning weeks of the semester the use was to promote any
Japanese-centric events and as well as posts introducing this semester’s new team members. Eventually around
late february and onward our instagram has nearly been exclusive to announcing partnerships with the occasional
promotional material for the Newport Beach Film Festival. Sadly though our posts were consistent our posts did not
reach to the amount that we wanted. After review of the posts it is likely due to the lack of varied content as well as
lack of hashtag usage in our posts.
● Details:
○ 124 Followers
○ Types of posts:
■ Movie announcement
■ NBFF promotion
■ Japan centric event promotion
○ Use IG Story
○ Varied content
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○ Think of techniques to boost engagement with audience (giveaway?)

Twitter:
● Usage: Our goal with Twitter was that it would be less official and that it is a more community engaged social media
channel as compared to Facebook and Instagram. We tried employing tweet lists, retweeting from popular events
like the oscars, and tweets in Japanese. Our tweets still did include promotional material for the NBFF and the
Japanese Spotlight. We found that our posts with the highest engagement were those posts that were retweeted by
our partners. To put in example a tweet that was retweeted by Character Media had reached a total of over 300
impressions. I believe the formula for our Twitter page was spot on, we just did not post enough.
● Details
○ 75 Followers
○ Types of posts:
■ Community engagement posts
● I:e: Asking what their favorite Japanese Movies are
■ Promotional posts
● Obtained the highest amount of engagement thanks to retweets.
○ More consistent posts
■ This can provide a pool of tweets that partners can retweet
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Part 6: Supporters, Partners and Sponsors Profiles

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CONFIRMED

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Name of Organization: The Japanese Daily Sun

Website: http://www.nikkansan.com/english_info
Contact Person: Toshimasa Tomiyama
Phone Number: (310) 516-0343
Email: tomiyama@nikkansan.com
Address: 16901 Western Ave. Gardena CA 90247
Type of Organization: News/Media
Team Contact Name/Number: Masako Makiba (714-329- 5773)
Status: Confirmed

● Full Description of Organization:
Established in 1984, they are a Los Angeles based Japanese and Japanese American news outlet that has been
around for 30 years. They specialize in bringing news from sports, entertainment, and general to local information
throughout the community.
● Why are we working with them? :

They have been around for many years having loyal readership and are well known for generating news and
content based especially on Japanese culture. They are able to reach our target demographic through their various
news and mass media outlets that include traditional and non-traditional forms.
● Size of Organization (Readership/Membership):

The magazine is based in Los Angeles; however, there are no statistics available that specifies how many
readers/subscribers the magazine has.
● Geographic Reach:
Los Angeles, Hawaii, New york. More specifically within LA County (Gardena, and Torrance)
● Social Media Outreach:

The Japan Daily Sun is a little dated as compared to our other partners as they have a complete lack of social
media numbers. They only use Facebook and only has 130 people who follow the page.
● Size of Social Media (FaceBook/Twitter)(as of date):

Facebook: 123 page likes and 130 followers
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● What are they doing for the event? :
They post about event/film on Bulletin board every Saturday and promote event/film in their advertisement with
color pages for four times beginning April 1st.
● What are we doing for them? :

We gave ten free tickets to the film screening and the after party, discount codes for their readers/subscribes ($5
off) to the screening and after party, verbal thank you at the Japanese Spotlight screening, Japanese Daily Sun
Logo on trifold that will be passed out to guests of the screening, and post about Japanese Daily Sun on all social
media platforms announcing media partnership.
Special Notes:
Since I speak fluent Japanese, there were not any issues between me and Mr. Tomiyama who was working with us.
However, it might have a difficulty with him by the language barrier and that it is really hard to get a consistent reply from
him even if it is from email if we did not have anyone speaks Japanese.
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Name of Organization: Character Media, formerly known as Kore Asian Media
Website: https://kore.am/
Contact Person: Serena Kim
Phone Number: 213-352-6617
Email: serena@koreasianmedia.com
Address: 17000 S. Vermont Avenue Gardena CA, 90247
Type of Organization: Media
Team Contact Name/Number: John Bautista / 714-470-6835
Status: Confirmed

Kore Asian Media is a lifestyle brand. Their mission is to connect the audience to Asia America through community,
entertainment and news. The beginning of Kore can be traced back as far as nearly 30 years ago. Today their
content consists of articles about Asians making an impact to the world as well as showcasing Asian presence in
mainstream media.

We, the Japanese Spotlight, are working with them because we believe that our objectives and ideals align with
each other. Kore also has a very significant follower base in all their social media platforms and we believe
partnering with them will provide a platform that would be very beneficial to the Japanese Spotlight.

Kore does not have a specified readership base, but based on their large social media following and the vast array
of topics that they cover consistently. Their readership can be safely assumed to have a similar size to their social
media audiences.
Kore is based in Gardena CA. Their main focus is within the southwest region of the United States (AZ, CA, NV)
with a slight focus more aligned within California. However they send out their magazines nationally across the
united states.
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Serena is very cooperative with the Japanese Spotlight as well as the other Spotlights within the Pacific Rim
Showcase as they will co-presenters for it. As of now we at the Pacific Rim Showcase are sending out as much new
marketing/promotion material to Serena who will the forward it to “Chin” who Serena addressed as their main social
media personnel. They poste all material that we send on a weekly basis, as well as wrote an article following the
event on behalf of the entire Pacific Rim Showcase.
● Size of Social Media (FaceBook/Twitter)(as of date):

Facebook: 64,137 Followers
Twitter: 12.6K Followers
Instagram: 17.6K Followers

They made a total of four posts on their twitter page promoting the Newport Beach Film Festival and four retweets
each retweet coming from each spotlight event for the Pacific Rim Showcase. They also wrote a post event article
for the whole Pacific Rim Showcase a week after the event. They also did a full page spread Ad for the Newport
Beach Film Festival
● What are we doing for them?

They will also become Co-Presenters of the Pacific Rim Showcase. Their Logo on our trifold as well as including
them in the Program saying they are co-presenters of the showcase. Their magazines were also distributed in the
after party.

Special Notes:
Serena is very easy to reach however I found myself always contacting her to remind her of the things that we
agreed on. I would definitely suggest to work with them in the future. Most importantly when they were going through a
rebranding stage from Kore Asian Media into Character Media it became even harder to contact with them and even have
them post for us. By the time the next stages of planning for the next spotlight begin they have already become Character

Media. The next time you do work with Character Media again I would suggest to ask for Cu Fleshman, she was the writer
of the post event article for the PC Showcase as well as attended the event.

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Name of Organization: TJS Radio

Website:http://www.tjs-radio.com/
Contact Person: Hironori Seki
Email: seki@tjsla.com
Address: 1405 Marceline Ave., Suite 102 Torrance CA. 90501
Team Contact Name/Number: Masako Makiba (714-329-5773)
Status: Pending Confirmation

TJS Radio is a Japanese Radio Station. This FM Radio station (FM 106.3) has been on the air in Los Angeles, CA,
broadcasting to Japanese community from 2003. From 2015, TJS Radio has started to provide internet radio and
anyone can listen to TJS Radio from anywhere in the US.

We wanted work with them, as they are the only Japanese radio station in the area. They offered to give an
announcement via the radio and on their website about the Japanese Spotlight. Since their listeners are Japanese
speakers, that helped tap into our targeted market.

Los Angeles, California
Able to listen from anywhere in the US.

Even though TJS Radio only has Facebook, they have very active social media. All three platforms post the same
content. They keep their posts related to the Japanese culture as much as possible. Their posts have some content
that are other than their own and that is where we plan to work with considering we want them to make social media
posts about the Japanese Spotlight. Social media posts about the Spotlight should begin as soon as we make a
contract.
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● Size of Social Media (Facebook/Twitter)(as of date):

Facebook: 665 likes

They broadcast the Japanese Spotlight in their radio station.

We gave two free tickets to the film screening and the after party, discount codes for their listeners ($5 off) to the
screening and after party, verbal thank you at the Japanese Spotlight screening, TJS Radio Logo on trifold that was
passed out to guests of the screening, and post about TJS Radio on all social media platforms announcing media
partnership.
Special Notes:
Since I speak fluent Japanese, there were not any issues between me and TJS Radio. However, it might have a
difficulty with them by the language barrier because their website is written by only Japanese and their employes are all
Japanese if we did not have anyone speaks Japanese. They also were very adamant on not having a signed document due
to them uncomfortable having any form of written documentation. Because of their hesitation and uneasiness TJS DID NOT
do what they agreed to do. I would suggest to not work with them in the future, or at most contact Gregg prior so.

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Name of Organization: Japan America Society of Southern California

Website: https://www.jas-socal.org/
Contact Person: Doug Erber
Phone Number: 310.965.9050, ext. 107
Email: Erber@jas-socal.com
Address: 1411 West 190thStreet, Suite 380 Gardena, CA 90248-4361 U.S.A
Type of Organization: Governmental, non-profit
Team Contact Name/Number: Alexa Cardenas/ (909) 786-9984
Status: CONFIRMED

The Japan America Society of Southern California was founded on February 21, 1909 to build economic, cultural,
governmental and personal relationships between the people of Japan and America. The JASSC is a recognized
501(c)(3) non-profit, charitable and educational organization consisting of individuals and corporations with an
interest in Japan and in United States–Japan relations. Their membership is open to the general public and
currently includes 130 corporate members and nearly 2,000 individual members. Corporate members are divided
almost evenly among Japanese and American companies; Individual members consist of approximately 35%
Japanese nationals and 65% Americans.

We worked with the JASSC to further reach the Japanese-American community within Southern California. Given
that the Newport Beach Film Festival took place in Southern California, we were able to reach those affiliated with
this organization and reach our desired target audience. The JASSC has many subscribers to their online
newsletter and visitors on their website which will come as an advantage to us.

Membership with the Japan America Society of Southern California is confirmed as of this year, 2019, to have
4,000+ members within their database. This includes 2,000 individual members and 130 corporate members.

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Geographic outreach is specifically tailored within Southern California, including but not limited to Orange County,
California and the USA.

The Japan America Society of Southern California is more active on their website than their social media platforms.
Their large database comes to show their community outreach within Southern California. Our spotlight should get
more coverage on their e-newsletter that goes out to their database than their social media platforms.

Facebook: 1,068 likes
Twitter: No Twitter Account as of date
Instagram: 126 followers

The Japan America Society of Southern California is currently promoting the Newport Beach Film Festival
Japanese Spotlight by posting the event on their website, providing all information that is available about our
spotlight event. They have also sent out information about the event to their subscribers in their 4,000+ database.
● Key Deadlines:
Email blasts were included every time their email announcements were sent to their 4,000+ subscribers in their
database as of April 1st, 2019. The announcement of the festival was slated to go live on their website in the
RELATED EVENTS section as of April 1st, 2019. Their Facebook page slated an announcement that went live on
April 1st.

The Newport Beach Film Festival Japanese Spotlight provided a discount code for their subscribers as well as an
announcement of our partnership across our social media platforms. We also included the JASSC in our trifold for
the festival.
Special Notes:
The Japan America Society of Southern California was relatively easy to get into contact with. Their current
president, Doug Erber, is available through mostly email. They were happy to work with us with this opportunity and are
appreciative of consistent communication.

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Name of Organization: Giant Robot
Website: https://www.giantrobot.com/
Contact Person: Eric Nakamura
Phone Number: (310) 923-2959 // (310) 478-1819 // (424) 246-7626
Email: eric@giantrobot.com
Address: 2015 Sawtelle Blvd, Los Angeles CA 90025
Type of Organization: Media, Retail
Team Contact Name/Number: John Bautista / 714-470-6835
Status: CONFIRMED

They are a Los Angeles, California based organization that consists of a retail enterprise, an art gallery, a
magazine, and popular social media. They were established in 2001 and founded in 1994 by Eric Nakamura and
Martin Wong. They specialize in featuring Asian pop culture and Asian American alternative culture through
products, art, technology, and other various forms of media.

Besides the fact that they are famous for their popular promotion of Asian and Asian American culture, they are
also famous for their Asian pop culture products and art, especially their Uglydolls. They are located within the heart
of the Little Tokyo community in Los Angeles gathering the latest news and history as well as spreading it. We
believe that because of this, we could potentially reach a wide audience and attract attendees for our event.

They used to have a magazine but was then discontinued. Their membership is based on the art and products that
they sell internally.
They are able to reach nationally within the U.S. but are mostly known throughout California and more specifically,
Southern California (Los Angeles County and Orange County).

Currently we have Mr. Nakamura have social media posts about us in their instagram page and as well as include
an article/blog post about the Japanese Spotlight in their news tab within their own website
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● Size of Social Media (as of Thursday, April 11, 2019):
Facebook: 39,506 likes and 39,421 follows
Twitter: 12,981 followers and 10,519 liikes
Instagram: 38.1K Followers
Youtube: 1,934 subscribers

Giant Robot included us within a post via their Instagram story, as well as photo and short description of our event
and the availability of tickets on their actual instagram profile. They also published a short article about our event on
their company website, and made one tweet in reference to the Japanese Spotlight.

We included them in the program of the NBFF. A logo in our trifold and as well as a ticket for him. Further, we
thanked them in our speech prior to the screening of our film.

Special Notes:
Mr. Nakamura is not the easiest individual to work with. Every phone call that I have had with him always was
fruitful yes, he agreed on the terms, he read the contract with me over the phone and there were no reservations from his
end and he even offered to do more for the showcase. However, he wouldn’t sign the contract and making contact with him
is almost impossible unless you go to the physical location of Giant Robot in Los Angeles. When you plan on working with
him again in the future I stress to always contact him as much as possible via email and phone call. He is very accessible
you just really need to get lucky.

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Name of Organization: University of California, Irvine Jodaiko

Website: http://www.jodaiko.com/
Contact Person: Serena Yukiko Straub
Phone Number: N/A
Email: straubs@uci.edu
Address: Irvine, CA 92697
Type of Organization: Entertainment
Team Contact Name/Number: Ialaina Burgos/ (562) 508-1113
Status: CONFIRMED

Jodaiko is a Collegiate Taiko group based on the main campus of the University of California, Irvine. Now in its 26th
year since inception, Jodaiko brings the Japanese art of Taiko to UCI and the rest of Southern California. The word
"Jodaiko" means "passionate drumming" in Japanese and Jodaiko could not have been described better.
Taiko has had a Japanese/Japanese American cultural presence in the United States- especially California- since
the late 1960s. Most taiko groups in the US practice Kumi-daiko or "group drumming." Jodaiko is committed to both
respecting and continuing traditions of kumi-daiko with a spirit of passion and dedication, while at the same time
embracing the innovation and musical exploration that comes with being a collegiate group in North America.
Jodaiko encourages members of all ethnic and cultural backgrounds to come experience the resounding beat of the
drums from Japan.

We are working with Jodaiko because they represent Japanese culture and Japanese entertainment through what
they are known for and that is Taiko drumming. We believe that through their presence and performance, we will be
able to show our appreciation of Japanese culture, bring together, and reach the Japanese and Japanese American
community of all generations in this manner.

There are currently 25 performers.
Their geographic reach includes areas within the U.S. but are known more throughout California and more
specifically, Southern California (Orange County and Los Angeles County).

With this organization, our plans including having them perform for our Japanese showcase during the after party in
Time Night Club and possibly perform for a potential teaser trailer. In this way, we will be able to appeal to the
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Japanese community and other organizations by showing our appreciation of the culture through sharing this on
social media and other forms of media.
● Size of Social Media (FaceBook/Twitter)(as of Thursday, April 11, 2019):

Facebook: 987 Likes and 1,027 Followers
Twitter: 334 Followers and 3 Likes
Youtube: 74 Subscribers

UCI Jodaiko will be supporting our outreach by increasing marketing and awareness in regards to our Japanese
international film showcase. Since we have confirmed with them that they have enough 21+ members. They will be
performing a Taiko Drum ensemble during the after party of our showcase from 10:15 pm to 10:30 pm on the day of
our showcase on Wednesday, May 1st.

Through our event, we are providing them an opportunity to perform as entertainment for our organization. In this
way, they will be able to gain publicity and increase awareness of their organization in hopes to gain followers
through their social media and media outlets. We are also providing them access to our event and will even share a
ticket discount code for them.
Special Notes:
We used to have a problem with Jodaiko performing as they did not have enough members who were 21+.
However for this year, Jodaiko was able to perform inside Time Nightclub since they were able to gather enough members
who were the age of 21+ for the event. Serena, the director of Jodaiko was extremely cooperative, kind, and was happy to
be a part of our showcase once again. Overall, UCI Jodaiko was a great organization and it was a pleasure partnering with
them. We highly recommend working with them again in the future.

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Name of Organization: Cultural News
Website: https://www.culturalnews.com/
Contact Person: Shige Higashi
Phone Number: (213) 819-4100
Email: higashi@culturalnews.com
Address: P.O Box 48678, Los Angeles CA 90048
Team Contact Name/Number: John Bautista/ 714-470-6835
Status: Confirmed

Established in 1998 in Los Angeles, they are a print and online English language publication abiding by their
mission to introducing and promoting Japanese art and culture throughout the Southern California community and
beyond. They also strive to educate others by promoting programs dealing with Japanese art and culture towards
the public.

Because they are in Los Angeles which has the highest demographic of Japanese expatriates in the world and in
the U.S., we believe we can use this information to our advantage. Since Los Angeles is also a selected destination
when it comes to Japanese performing artists, we believe Cultural News will be able to spread the word of our
event in order to culturally inform the Japanese and Japanese American communities.

Cultural News prints 6,000 copies monthly and they distribute these copies to more than ten Japanese cultural
centers in Southern California, Little Tokyo, and Downtown L.A.
They reach only locally within the Southern California region

We don’t plan on using Mr. Higashi’s social media as it is very inactive.
● Size of Social Media (as of Thursday, April 11, 2019):
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N/A

Mr. Higashi wrote an article about the Japanese Spotlight.
Key Deadlines:
April 3rd - We provided a press release for him

We included Mr. Higashi in the trifold and provided him a ticket for the event.
Special Notes:
There is a clear language barrier with Mr. Higashi. In this semester we had a student that was able to speak fluent

Japanese and it really helped. Do know that Mr. Higashi can speak english but just be very Patient. Mr. Higashi also wants
to work with the NBFF as he has been a partner in previous years.

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Name of Organization: Ezaki Glico USA
Website: https:www.glicousa.com/
Contact Person: n/a
Phone Number: (949) 251-0144
Email: info@glicousa.com
Address: 17780 Fitch #140, Irvine, CA 92614
Type of Organization: Food
Team Contact Name/Number: John Bautista/ 714-470-6835
Status: Confirmed
● Full Description of Organization: Ezaki Glico was founded in Osaka, Japan in the year 1922. The company
produces a variety of food products within Japan, and all over the world. Their most popular snack in the United
States are their chocolate dipped crackers, Pocky. Glico USA handles the sales and marketing of their product
throughout the country.
● Why are we working with them? : We are working with Pocky because of their high popularity in the USA. We
intend on having their product given out at our event as guests arrive at the after party. We intend to work them in
order to maintain the strong relationship out predecessors have built with company.
● Size of Organization (Readership/Membership): 55 locations - 1,425 employees, with more than 800 contracted
employees.
● Geographic Reach: Worldwide
● Social Media Outreach: Pocky has an extensive following on social media, however we do not plan on utilizing
them because they strictly post Pocky-related content.
● Size of Social Media (as of Thursday, May 15, 2019):

Facebook: 527,533 Likes
Twitter: 25.7K followers
Instagram: 80.4K followers
● What are they doing for the event? : Glico provided us with 1,000 units of Pocky to be distributed at our event.

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● What are we doing for them? : We will thanked them at the beginning of our film, as well as promoted the
company across all of our social media platforms.
Special Notes:
Seeing as how they do not have a direct contact, communication is slightly difficult with the company. Making the
deal with Glico was very difficult because during this time they were changing offices so the other donations they had made
prior were lost. Make sure to work with Glico through the phone as well. In this case the agreement was done
EXCLUSIVELY through the phone. Also, once they are confirmed, be sure to have a designated team member pick up the
product from the festival office the evening of your event! Do not expect to have someone from the office transfer the
product for you!

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Name of Organization: Midnight Peak Media Multimedia Production & Salinbury Entertainment
Website: midnightpeak - Instagram page
Contact Person: Damien Mojarro
Phone Number: (562) 201-8194
Email: midnightpeakmedia@gmail.com
Address: Whittier, CA
Team Contact Name/Number: Katherine Sullens (562) 360-9977
Status: Confirmed
● Full Description of Organization: Midnight Peak is a media production company based out of Whittier, CA.
Original content is produced by Damien Mojarro, who also encourages art commissions and collaborations to be
featured on his sit. Much of his work features album covers, and photographs from his trips around the globe
Salinbury is an American Multimedia and Entertainment Co. also based out of Whittier, CA. Content is
produced by Jaime Diaz, much of which is work with local bands, music videos, and music festivals.
● Why are we working with them? We chose to work with these two media companies for their professionalism and
they work they have done together. Paired, they have assembled a team that produces quality content in a
cohesive and aesthetically pleasing manner.
● Size of Organization (Readership/Membership) Both of which are small, start-up companies, who are
self-employed operations.
● Geographic Reach: Based out of Southern California

● Social Media Outreach: We asked both companies to cross-promote our event amongst their Instagram pages, as
that is where most of their content is published.
● Size of Social Media (as of Thursday, May 15, 2019):

Instagram: @midnightpeak 1,042 followers
Instagram: @salinbury: 574 followers
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● What are they doing for the event? Midnight Peak Media assembled a team to document our event from the red
carpet, through the screening, and the entirety of the after party.
Salinbury Entertainment produced a tasteful video recapping our entire spotlight from start to finish. All
content can be found within the Japanese drive, as well as the physical flash drive.
● What are we doing for them? : We included both company’s logos on our trifold the evening of our event, as well
as cross-promoted them on our social media.
Special Notes:
Having worked with them before this event, I was aware of how professional and reliable these guys were. They
covered all photos and videos the evening of our event, and remained in constant communication leading up to the
showcase. They came extremely prepared with all needed equipment, and had a clear and cohesive vision for the night.
They were also adamant about meeting up prior to the event to ensure we all had had the expectations come time for our
event.
***An example shot list can be found following email exchanges with the photographers at the end of the binder

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PENDING / NO RESPONSE

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Name of Organization: The Japan Foundation of Los Angeles

Website: http://www.jfalc.org/
Contact Person: Tatsuya Kawashima
Email: jflaeducation@jflac.org
Address: 5700 Wilshire Blvd. Suite 100 Los Angeles CA 90012
Type of Organization: Cultural Association
Team Contact Name/Number: Katherine Sullens / 562-360-9977
Status: Pending/No response

The Japan Foundation of Los Angeles is a nonprofit organization established in 1983, in Little Tokyo, Los Angeles.
The Japan Foundation serves to promote a sense of mutual understanding and international awareness between
Japanese-American cultural exchange. JFLA manages a wide range of grants that introduce elements of Japanese
culture and arts to the U.S., as well as hosts an array of programs involving Japanese Studies and language
education.

We aim to gain access to JFLA’s audience which consists of those interested in Japanese arts and culture
specifically within the Los Angeles area. We would like them to participate in the promotion of our spotlight through
the many Japanese organizations they are connected with through the means of email subscriptions and social
media networks.

It is unclear exactly the viewership the organization reaches, however they have 22 offices in 21 countries in
addition to their facility in Los Angeles, including two Japanese-language institutes in Japan.
JFLA is located in Los Angeles, California, and reaches an audience of both Los Angeles and Orange Country, as
well as the Inland Empire. They also conduct cultural programs that reach areas of the western United States.

The organization’s social media outreach is quite extensive across their main media accounts, however we will be
focuses only upon their Los Angeles division and outreach. Seeing as how Facebook has their largest following,
inserting links directly to the website for ticket sales would make for the easiest way to publicize our film screening
and event. Further, posts on their Instagram and Twitter can be of use to us as they make weekly posts reminding
followers of our event, as well as details about the film and afterparty.
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Facebook: 5,545 followers
Twitter: 265 followers
Instagram: 535 followers

Seeing as they have not reached back, it is difficult to assess what they would be willing to do for us, but we aim to
have them post about our spotlight across all of their social media platforms, as well as include us in any email
blasts sent out by the organization.

If the foundation chooses to work with us, we intend on including them in a special thank you speech following our
film screening, as well as offering discount codes, their organization’s logo in out trifold, and posts about their
organization and corresponding events across our social media.
Special Notes:
We have experienced the same issue with JFLA that each of our predecessors have indicated, which is that the
foundation has proven very hard to get ahold of, and sustain constant communication on their end (if at all).

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Name of Organization: Japanese American Citizens League

Website: https://jacl.org/
Contact Person: Sarah Baker
Phone Number: (213) 626-4471
Email: sbaker@jacl.org
Address: 244 South San Pedro Street, Suite #409 Los Angeles, CA 90012
Type of Organization: Governmental
Team Contact Name/Number: Alexa Cardenas/ 909.786.9984
Status: Pending No Response

Founded in 1929, the JACL is the oldest and largest Asian American civil rights organization in the United
States. The JACL monitors and responds to issues that enhance or threaten the civil and human rights of all
Americans and implements strategies to effect positive social change, particularly to the Asian Pacific American
community.
The JACL and the Japanese American community are continuously affected by the changes in the political
environment and in demographics. Looking to the future, the JACL constantly assess the effectiveness of its role in
Japanese American, Asian Pacific American and civil rights communities, and what infrastructure is necessary to
effectively support their mission and efficiently achieve their goals.
Their mission statement:
The Japanese American Citizens League is a national organization whose ongoing mission is to secure
and maintain the civil rights of Japanese Americans and all others who are victimized by injustice and bigotry. The
leaders and members of the JACL also work to promote cultural, educational and social values and preserve the
heritage and legacy of the Japanese American community.

The JACL is a widely known Japanese American organization with 5 regional offices and 100+ chapters. Their
involvement within the Japanese American community is astounding. The JACL is complete with their own newsletter titled
the “JACL Digest”. They are the oldest and largest Japanese American civil rights organization in the United States.
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The JACL is composed of 5 regional offices and 100 + chapters. Although they are not specific in how many people
are members, their organization is nationwide and is said to be the oldest and largest Japanese American civil rights
organization in the United States.
Many of the JACL chapters are within California that span the Greater Los Angeles area and the Orange County
area. There are 100+ chapters nationwide.

The JACL is very active on their Facebook account as well as updating their users on their website which includes
their newsletter “JACL Digest”. Their Facebook page posts up to twice per day, sometimes more.

Facebook: 4,752 likes
Twitter: No specific JACL twitter account for the Southern California region
Other: website. Unknown visitors per day.

The Japanese Spotlight would have liked for the JACL to include our event in their JACL Digest newsletter as well
as email blasts to their subscribers. We would have also like to have been promoted on their Facebook page to be seen by
their 4,752 followers. We would have included their logo on our trifold.
Key Deadlines:
We would have set up a deadline to post on our April 1st announcement as well as scheduled email blasts and at
least 2 promotions on their Facebook page leading up to the event.

We would have included a verbal thank you at our Spotlight event as well as promoting the JACL on all our social
media platforms.
Special Notes:
The Japanese American Citizens League was non responsive to calls and voicemail about our Spotlight event. For
future reference, contact the Japanese American Citizens League as soon as possible and be consistent in attempts to

reach them. Although it is difficult to reach them, consistency is key. The amount of people within their database would be
beneficial to the Japanese Spotlight.

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DECLINED

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Name of Organization: Japan House

Website: http://www.japanhouse.jp/losangeles/
Contact Person: Yuko Kaifu (President)
Email: ykaifu@japanhousela.com
Address: 6801 Hollywood Blvd, Suite 170, Los Angeles, CA 90028, USA
Type of Organization: Entertainment
Team Contact Name/Number: Katherine Sullens / 562-360-9977
Status: Declined

Japan House seeks to foster awareness and appreciation for Japan around the world by displaying the very best of
Japanese, art, design, gastronomy, innovation, technology, and more. The organization aims to drive intellectual
exchange between Japan and the rest of the world, generating business opportunities and inviting people of all
backgrounds and interests to explore Japan. The organization’s goal is to shed light upon Japanese artists, chefs,
designers, and other professionals making an impact both in Japan and around the world.

Our specific reason for reaching out to Japan House Los Angeles is the fact that they are a fairly new and
contemporary organization, so they attract a younger audience with the Japanese-American cultural scene, as well
as have a connection with well-rounded groups of professionals in the entertainment business.

Japan House is comprised of three hubs—London, Los Angeles and Sao Paulo. Specifically, Japan House Los Angeles occupies
two floors in the popular Hollywood & Highland entertainment complex and brings various aspects of Japan to American and
international audiences.
Los Angeles County

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Facebook and Instagram are Japan House Los Angeles’ primary source of consumer engagement. Their typical
posts include event announcements, article links, and additional information pertaining to their home website and
individuals/businesses they are involved with. Their page has a high follower count, suggesting high visibility. Our
team would have liked to utilize their Facebook page to post a save the date for our event, along with a link to our
website. We would have also asked for the ticket link to be posted, and a written piece preceding the 20th
anniversary event.

Facebook: 4,520 followers
Twitter: 853 followers
Instagram: 4,471 followers

With their extensive following on both Instagram and Facebook, it would have been optimal for them to post links
and and details promoting our spotlight. Further, our spotlight would have been an ideal opportunity for the
organization to showcase some of their cultural artwork that they are currently showcasing at our post-party for the
Pacific Rim attendees to enjoy.

We would have liked to have included Japan House’s logo in our trifold, as well as shouting acknowledging them
with a special thank you in a speech preceding our film screening. Further, we would have promoted several of the
individuals and businesses that they work with in across our social media platforms leading up to our event.
Special Notes:
Two of our members reached out to the president of Japan House after a failure to get a response from the
organization otherwise. However, he politely indicated that this year is not optimal for the organization to participate due to
several other prior obligations. I would recommend reaching back next year in hopes that they will have the time and
resources to participate. I would highly recommend to contact the previous Japan Team Lead if you need the contact info for
the president of Japan House, don’t be alarmed by their status but it is more likely to have a fruitful conversation if you
contact the president, Yuko Kaifu.
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Part 7: Timeline
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Part 8: Location Selection

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FILM SCREENING:
The location of the film screenings for the 2019 festival took place at the Starlight Triangle Square Cinemas in Costa Mesa.
Starlight Triangle Square Cinemas is a standard movie theater located within The Triangle plaza with stadium-style seating
that provides enhanced viewing experiences for audiences to enjoy.
The theater is located on the second floor of The Triangle, next to 24 Hour Fitness on Harbor Blvd. There was a red carpet
walkway located in the lobby of the theater for photo, video, and interview opportunities with featured guests.
The address of the Starlight Triangle Square Cinemas is 1879 Harbor Blvd, Costa Mesa, CA 92627.
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Interior:

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SPOTLIGHT EVENT:
Following the screening at Starlight Triangle Square Cinemas, the Japanese spotlight after-party took place at Time
Nightclub. Located within the same plaza as the Triangle Square Cinemas, Time Nightclub can be found on the corner of
19th St. and Newport Blvd.
Time Nightclub is known to be an upbeat nightspot in the heart of Costa Mesa that enhances the Orange County nightlife. It
mimics the look of a Las Vegas nightclub and is described by visitors as clean, classy, and most exclusive nightlife venue in
Orange County. Its high rise ceilings provide a sense of elegance and decor, an ambiance accompanied with luxury event
destinations.
The venue is more than 13,000 square feet with a 700 square foot dance floor. Performances for our spotlight event will
take place on the dance floor, a centralized location with accessible view from both floor level and mezzanine areas.
The address of Time Nightclub is 1875 Newport Blvd B245, Costa Mesa, CA 92627.
Exterior:

Interior:

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Floor plan:

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Part 9: Financial Pro Forma
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DESCRIPTION UNIT PRICE QTY TOTAL
(5) Photographer + (1) Videographer $25/hr 25 $625.00
Cultural News feature articles $100/article 1 $100.00
Japanese Daily Sun Article $100/article 1 $100.00
GLICO Pocky Products $.89/box 1000 $890.00
Giant Robot Newsletter $50/newsletter 1 $50.00
Giant Robot Article/Blog Post $150/article 1 $75.00
KORE Media newsletter promotion $50/newsletter 1 $50.00
KORE Magazine $9/Issue 250 $2250.00
KORE Media social media posts $25/post 9 $900.00
KORE Media feature articles $200/article 1 $200.00
KORE Full Page Spread Ad $1000/Ad 1 $1000.00
Remarks / Payment Instructions: SUBTOTAL $6,240.00
Total $6,240.00
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Account Information

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Online Account Log-In Information

Account Email/Username Password
(gmail) japanese.spotlight@newportbeachfilmfest.com Sakura2019
Facebook Will be arranged for you ***
Twitter nbffjapanese **reset this using email**
Instagram @nbff.japanesespotlight nipponspotlight
Buffer japanese.spotlight@newportbeachfilmfest.com NipponSpotlight

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Media Tools

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Research Findings
● The best times to post on Facebook for nonprofits is Wednesday and Friday at 2 p.m.
● Other notably high engagement times include Monday at 9 a.m., Tuesday at 6 p.m., Thursday at 10 a.m. and
noon and Friday at 9 and 11 a.m.
● The safest times to post are from 9 a.m. to 4 p.m. on weekdays.
● Sunday has the least amount of engagement for nonprofits on Facebook.
● Weekends and Mondays see less engagement in the week for nonprofits on Facebook.
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● The best time to post on Instagram for nonprofits is Friday at 2 p.m..

● Other notably high engagement times include Tuesday at 3 and 9 p.m., Wednesday 3 to 4 p.m., Thursday 2 to 3
p.m. and Friday at 10 a.m.
● The safest times to post are weekdays from noon to 5 p.m.
● Saturday has the least amount of engagement for nonprofits.
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● The best times to post on Twitter for nonprofits are Thursday at noonand Friday 11 a.m. to noon.
● Other notably high engagement times include 10 a.m. to 2 p.m. on Tuesday, Thursday and Friday.
● The safest times to post are Monday through Friday 10 a.m. to 4 p.m.
● Sunday has the least amount of engagement for nonprofits on Twitter

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Resources
Legend: *** = Paid Service E-file will contain links
Service Name Description Notes
Pexels royalty free images ● use for instagram (and other

social media)
Unsplashed royalty free images ● use for instagram (and other

social media)
Buffer Save time managing your social media. Buffer is a simpler and ● the service is app reliant
easier way to schedule posts, track the performance of your ● premium services require
content, and manage all your accounts in one place.
payment
Canva Easily create beautiful designs + documents. Use Canva's easy to use graphic design. certain
drag-and-drop feature and professional layouts to design graphical assets require purchases but
consistently stunning graphics.
are usually only $1
● (requires email membership)
BuzzSumo*** Analyze what content performs best for any topic or competitor. While it may not be entirely necessary,
Find the key influencers to promote your content. understanding SEO results and
keyword usage can help gain visibility
and traction for marketing strategies.
MOO Design your own customized business cards, stickers, There will be a limited amount of
postcards, and flyers with MOO. business cards Gregg can hand out.
50 cards will cost $20 -- in a group of
10~ that can easily be covered.
Having your own business cards to
hand out when networking and
reaching out to new partners will be
incredibly helpful
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Part 10: The Appendix

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Email Communication

Kore Media/ Character Media:

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Jodaiko:
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Japan Daily Sun:

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Giant Robot:
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Japan House:

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Japan Foundation LA
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Cultural News:

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JASC:

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The Japan America Society of Southern California:
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10/30/2019 Team_Project_-_Business_Plan_-_Comm_497T__Film_Festival_-_SPRING 2019 - Google Docs

Japanese Spotlight Team 1 | Page

Japanese Spotlight Team 2 | Page

Japanese Spotlight Team 3 | Page

Japanese Spotlight Team 4 | Page

Japanese Spotlight Team 5 | Page

Japanese Spotlight Team 6 | Page

Japanese Spotlight Team 7 | Page

Part 3: S.W.O.T. Analysis

Japanese Spotlight Team 8 | Page

Japanese Spotlight Team 9 | Page

Japanese Spotlight Team 10 | Page

John Bautista, is a determined student, loving brother and son, a

Waitress, Phlight Restaurant, Whittier, CA January 2018 – Present

Barista, Starbucks, Whittier, CA October 2014 – October 2017

Office Assistant, Heartwise, Whittier, CA October 2011 – October 2012

(562) 508-1113 - ialainaaimee@gmail.com

Ialaina (Ah-lie-nah) Burgos is currently 23 years old and was born on

Japanese Spotlight Team 18 | Page

Japanese Spotlight Team 19 | Page

Japanese Spotlight Team 20 | Page

(909)-786-9984 - Email: aecardenas12@gmail.com

Alexa Cardenas was born on December 24th, 1995 in

Japanese Spotlight Team 21 | Page

Instagram - @ alexaevecardenas Facebook: Alexa Cardenas

Japanese Spotlight Team 22 | Page

When Masako was in high school, she decided to play

Japanese Spotlight Team 24 | Page

Instagram - @ masako6025 Twitter - @ masako6025 Facebook: Masako Makiba

Japanese Spotlight Team 25 | Page

HONORS & AWARDS

Japanese Spotlight Team 26 | Page

● Character Media (formerly known as Kore Asian Media)

Japanese Spotlight Team 29 | Page

● Japan Daily Sun

Japanese Spotlight Team 30 | Page

Japanese Spotlight Team 31 | Page

Japanese Spotlight Team 32 | Page

Japanese Spotlight Team 33 | Page

Japanese Spotlight Team 34 | Page

Japanese Spotlight Team 35 | Page

Japanese Spotlight Team 36 | Page

Social Media Timeline:

TIMELINE RUNDOWN EXAMPLE:

Japanese Spotlight Team 37 | Page

Japanese Spotlight Team 38 | Page

Japanese Spotlight Team 39 | Page

Japanese Spotlight Team 42 | Page

Japanese Spotlight Team 43 | Page

Japanese Spotlight Team 44 | Page

Name of Organization: The Japanese Daily Sun

● Why are we working with them? :

● Size of Organization (Readership/Membership):

● Social Media Outreach:

● Size of Social Media (FaceBook/Twitter)(as of date):

Japanese Spotlight Team 45 | Page

● What are we doing for them? :

Japanese Spotlight Team 46 | Page

● Why are we working with them? :

● Size of Organization (Readership/Membership):

● Social Media Outreach:

Japanese Spotlight Team 47 | Page

● Size of Social Media (FaceBook/Twitter)(as of date):