Marketing Report for the 10th San Diego Asian Film Festival. www.sdaff.org

1. SDAFF MARKETING 2009

2. FOUNDATION STATISTICS

3. GENERAL FESTIVAL STATS 3.6% NO 42.7% NO 57.3% YES 96.4% YES Have you been to the Asian Film Festival? Do you plan on attending another Foundation event?

4. TOP 3 METHODS OF PROMOTION 17.6% Online 13.6% School 55.2% Word of Mouth

5. Ethnicity 2.8% African American 4.7% Korean 4.7% Vietnamese 6.3% Hispanic 14.7% Filipino 8.5% Japanese 21.8% Caucasian 15.3% Chinese Asian Pacific Islander Non Asian Pacific Islander

6. GENDER AGE 6% 60+ Yrs 28.6% 18-25 Yrs 22.6% 45-59 Yrs 44.3% Male 55.7% Female 18.8% 26-34 Yrs 21.1% 35-44 Yrs

7. INCOME 15.7% $100,000+ 21.8% $60,000-$99,999 26% $30,000-$59,999

8. ARE YOU FROM SAN DIEGO? 21.4% NO 78.6% YES 2008: 15% 2007: 12.1%

9. PUBLIC RELATIONS/MEDIA

10. COMMUNITY PARTNERSHIPS

11. EDUCATIONAL OUTREACH

12. ONLINE AND VIRAL MARKETING 1,821 3,043 #1 133,479

13. AREAS OF IMPROVEMENT Increase On-Site Festival Promotions Build High School/Community College/North County/International Audience Create System to Gauge Value of Partnerships Increase Interactive Marketing Rebuild Street Team Program