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Friends of the Festival Adds New Name

The Film Festival was originally named the Pride Film Festival and then later in the 1990's it became known as the Tampa International Gay and Lesbian Film Festival (TIGLFF). When Friends of the Festival, Inc. was formed as a legal 501(c)3 non-profit organization it assumed TIGLFF as its DBA name. Beginning with the 2008 season the name Clip, will be added as an umbrella name for the organization and officially become the DBA name for Friends of the Festival, Inc.

Clip will not replace the Festival's existing TIGLFF name. In fact our heritage name will be with us for a long time. What we've done with the new name "Clip" is to create something that we can use to unify everything Friends of the Festival now does, which includes year round programming through the Film Series and Film Outreach programs. Clip helps us create a unifying name and brand that also creates some fun, personality and harmony between all these events.

Another reason for adding the new name is that it helps us create a more inclusive Film Festival community. The Tampa International Gay and Lesbian Film Festival leaves out many of our audience (i.e. those who live outside of Tampa, those who are transgender, bi-sexual, etc.). By choosing a name like Clip we hope to bring together all people who are interested in seeing GLBT film. And the more we grow and elevate the Festival the more able we are to compete for the best films to bring here to our local community.


Some Background about Why We are Adding a New Name

The decision to create a new name has been ongoing for several years, but the real work for identifying the new name was a process begun in the summer of 2006. It involved dozens of volunteers, including professionals who made sure we were including our audience in the research and focus group testing. The nice thing is that all the professional work was done pro bono and there were no costs involved for Friends of the Festival.

The reality for us as a Film Festival is that there have been huge changes in our society that we have to recognize and address. The fragmentation of media and audiences means we not only need to compete for films, but for our audience as well. You can now see GLBT film on TV, cable, satellite, the Internet, Netflix, Blockbuster, even order direct from distributors. To compete in this environment we need to reach out to a broad community and be true to our roots as a community based organization and one that is inclusive of all people. We believe Clip will help us do that.

We also understand that some people will feel as though they are losing an old friend. And that's a valid feeling. Fortunately that's not the case. The old friend is still here. And the old friend is about to get some new life, and some new friends. We are going to be better for it.

The name Clip takes a leap of faith in its simplicity and because it is such a dramatic departure from the long name we've had for the past seven years. During the focus group testing, people responded with excitement and energy. They described the new name using words like: fun, clean, fresh, young, energetic, hip, and stylish. They overwhelmingly told us that the new name reflects a persona of a friend...someone they wanted to be around. We think that this IS our festival. We think this community is brave and daring, just like the new name.

Right now the name Clip feels a bit awkward because it is new and people haven't seen the visual execution of it yet. Here!-TV and Logo-TV are two good examples of GLBT film/video entertainment brands that have built meaning for their audiences through visual execution of the brand. Clip still has that work in front of it.

The Research Process behind the New Name

Friends of the Festival began the process of finding its new name and logo last year. The board went through a number of exercises to define the organization's values and brand personality. Early work was also done to focus on the customer experience of the Festival audience. Marcia Piacentino, Chief Communications Officer from Story Miners, Inc. facilitated a process with the board and staff to focus planning around those experiences and identify how to improve on them.

By early 2007 the board formed a special committee, whose sole purpose was to develop a final list of names. The group was chaired by Chuck Henson, Executive Director, and the process was facilitated by John Thomas, Board Vice President and Marketing Manager for Evatone Inc.

The goals and objectives for the Naming Committee were clearly defined. The board wanted something that was inclusive, brief and versatile. The committee was charges to find a name that would allow for strong visual appeal and personality. The board asked for a name that could be used to create interest and energy?omething that people would remember. Put very simply, something people would want to wear on a t-shirt!

The Naming Committee followed a detailed methodology over the course of several months. Pre-work assignments were done each week. It was a tough process that took a great deal of commitment by everyone in the group. The committee looked at other festivals, dug into its positioning, conducted informal research to better understanding the expectations of the local audience, and used various tools and taxonomy instruments to creatively explore a wide range of options. The list initially included over 100 names, before it was boiled down to the final selection, presented to the Board of Directors.

Rob Iles at Schwartz Consulting Partners took the new name concepts to the next stage: development of logo concepts and focus group testing. During the focus groups, people responded with tremendous positive energy. They described the new name using words like: clean, fresh, young, energetic, fun, hip, and stylish. They overwhelmingly told us that the new name reflects a persona of a friend?omeone they wanted to be around. The group also guided the final selection of the final logo design. The clear and overwhelming winner in that process was a crisp, clean design, by Bronson Page from Warner Brothers Studios in Burbank, California. Bronson also worked pro bono throughout the process, which was another big win for the new name and identity process.

The new name and logo will formally be rolled out in January, with the launch of the organization's 2008 season. Please join us as we grow into our 19th season.

Many, many thanks to all the volunteers who helped make this past year such a great success!

Your Board of Directors