Lifeway appears as the second National Partner right after American Family Association in the October Baby credits. Who is Lifeway and why are they an important affinity group partner for your film? (Note: I covered what affinity groups are and why they are important in my last post)
Lifeway is one of the largest producers and distributors of Christian resources in the US. Lifeway Christian Resources was started in 1891 by Pastor JM Frost. The business received approval from the Southern Baptist Convention and was capitalized by money borrowed from Pastor Frost's wife (http://en.wikipedia.org/wiki/LifeWay_Christian_Resources).
Today Lifeway is a large organization encompassing B&H Publishing, Lifeway Events, Lifeway Insight (research), Lifeway Resources, Lifeway Films, Lifeway Christian Stores (184 stores) and other divisions.
Why are they potentially an important partner? I'll take a few posts to cover this question. Let's start at the beginning… They have excellent databases that include individual Christians as well as thousands of churches. Start thinking about how these deep databases can help promote your film, months in advance of your premiere. Like all your affinity groups, your goal should be to establish relationships with decision makers at Lifeway as early in the process as you can. Find mutually beneficial things you can do for each other. There is never an abundance of great content… Therefore, your excellent film is an asset to your affinity partners.
Think of your film as content. Do you think your film would be a good source for a book based on it? Lifeway owns B&H Publishing and can make that a reality. Or how about a small group Bible study based on themes from your film? Lifeway can accomplish that too. Would you like to get your film screened at churches? Lifeway can do. Of course you want to sell your film on DVD; Lifeway is the second largest chain of Christian bookstores in the US. The earlier you get Lifeway involved, the more opportunities you can realize.
My next posts will continue with these ideas and give you an innovative idea we pioneered with Lifeway for our last film, Hope for Hurting Hearts (hope.harvest.org).
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