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Yes, it has been a while since the last post – many things have happened over the last few months – vacation, family time, premiere (Hell and Mr. Fudge), auditions, bookings (Chicago Fire), DVD release (The Measure of a Man) and music album release (Elential).  Oh, and school for my son, as well as me working on my masters.  Life is busy and fun – you only live once!

I wanted to take the time in this post to address marketing your child actor;

What is marketing about?  Is it really necessary?  I mean really, think about it, either a child “has” acting talent, or not.  Right?   Shouldn’t agents, managers and casting directors be beating down your door to get your child on the big screen then?  Not if they don’t know anything about how talented your child is, and that all they want is to be on a set and in front of a camera.

Let’s back up just a bit – what about a doctor just out of med school.  He or she has done their residency.  Isn’t that enough to succeed?  Or how about a realtor?  If someone gets their realtor’s license to sell real estate, isn’t that enough to succeed?  Does that mean they don’t have to put forth any more effort, just because they have declared their profession, paid for school and licensing fees?  Kind of silly to think a doctor would have to market themselves, but that’s exactly what they do in order to gain experience.  They build their resume, no matter how small, and market to those companies or businesses they are interested in becoming a part of, and then they have to build their clientele.  As for a realtor, getting clients requires getting out and meeting people that want to buy or sell homes.  How you find them requires marketing yourself.

As a marketing major, and through training, workshops, and having run multiple businesses myself, one thing about marketing I have learned is that any campaign you do is only going to get a three percent response rate.  That’s right, for every 100 post cards you mail, it is “average” to get only three phone calls/responses from those (not purchases, signed clients, or bookings – just a response).  Anything more is bonus.  It does not matter if you sell real estate, widgets, gadget-of-the-year, or your child’s acting, having a marketing plan that increases that three percent to anything higher requires some kind of marketing strategy.  If you combine various campaigns, and do them continually, eventually your three percent will increase.  Eventually – remember, it is going to take time.  Just think of any major company that’s been around for a few years – they do various types of marketing and branding so that you remember their product.

So what type of a marketing plan should you have for a child actor?  Honestly, that is up to you as the parent.  The primary concern is most likely going to be how it is funded.  If your child is just starting out and hasn’t made any money, you will have to determine where those funds will come from.  If you have an idea of where to start, it will make the process less stressful.

So here’s the list – some of these will be common sense to most; it is not necessarily all-inclusive, if you have more ideas, please feel free comment and share below;

1.   Headshots/Resume – Headshots are a must for any actor – your child will need one for every audition they attend.  A resume, no matter how small, is also required.  Headshot photos can also be used in the rest of your campaign.  No glamour shots.  A child should look like themselves in the picture.

Cody’s Headshot

2.   Post cards – it is interesting to be a part of so many conversations where others say “post cards don’t work – most of them get thrown away anyway.”  Remember that three percent response rate?  I am marketing to the three percent that will respond versus that 97 percent that “might.”  To me, in this business, post cards are a cost effective way to let casting directors know what your child is doing.  I’ve seen it work – and when I send out post cards, activity levels increase (auditions as well as on-line activity).  They don’t have to be big or fancy.

The trick is to do them with a purpose – meaning there is a reason to send them – not just to say “Hi!”  or “Hire me!”

Reasons include:

• new headshots,
• new representation,
• booked,
• filmed/wrapped, or
• WATCH ME on ____ (fill in the blank).

If there is enough activity, every six weeks or so is sufficient.  When there was a “dry-spell” no post cards went out for about eight months.  However, as soon as there was something to send out, I increased my mailing list to add some new casting directors.  It  was a few months, but a booking came out of someone I added to the list.  I’m still not convinced they don’t work.

So how do you find the mailing lists?  Start with the auditions your child has already been on – add those to your list to keep updated.  Add any casting directors seen at workshops, classes, intensives, or events where you meet them.  If they say they don’t like post cards, ask for an email address.  LACasting, NowCasting, and CastingAbout all have casting director addresses.

What to put on a post card?  Of course picture(s) – this is another place you can use some of those headshot pictures.  Snapshots from filming (if production is ok with it).  Representation information.  What’s been booked, filmed, or needs to be watched (make sure to add network/channel & time if available).  Also, if you have it, a link to a website, imdb page, or fan page – add that.

Where do you get post cards done?  There are a plethora of services that can be used, you can pay someone to make them up for you, or you can do them yourself.  I use www.gotprint.com – mostly because I can go pick up the post cards in Burbank, but they do quality work as well, with a quick and affordable turn-around time.

3.   Headshot Drops – There are services where you give them 50-100 copies of headshots and resumes and they will drop them to the casting offices around town that are working on projects that pertain to your child’s age range.  At the end of the month, they will give you a list of the casting offices where they were dropped off.  You can also do this yourself if you have the time to do so.  You can ask about these anywhere they provide acting classes or casting director workshops.

4.   Social media – this would be a fan page on Facebook, or a Twitter account (or both).  If there are any credits on imdb, link all of them in to each other.  Updates on Twitter will show up on imdb just like they do on Facebook if you set them up that way.  Keeping people updated on activity, what’s going on, where and when to watch filmed projects and being interactive with those that comment are excellent ways to use your social media.  If you have a website, link them in as well.

5.   Agent/Manager  – yes, the agent/manager will submit and pitch your child, as they should.  Keeping them updated on your child is also a good idea so they are not forgotten.  Yes, they will know your child booked and filmed something since they are a part of the process, but they are also busy and may not remember when a movie is available, or a show is on TV to watch.  Also, letting them know of any training or projects your child has completed is a way to show they are working on their craft and really serious about it.

6.   Websites for casting projects;

• Actors Access (this is the biggest nationwide)
• LA Casting – this has commercials, shorts, films and tv shows
• The Casting Frontier – this is mostly for commercials

Disclaimer – this is not an all-inclusive list – I am not familiar with the NY market.  Also, while these are good and legitimate sites, agents and managers are the ones that will see the major breakdowns that the general public does not see on these sites.  If you do not have representation, you will be limited by what the general public is allowed to see and submit.

When your child books a project, you want to keep these sites updated with the most current information.  When you get clips of their work, add them as well.  You can add a reel, but remember that casting directors will stop watching after about 2 minutes.  I have chosen to add clips specific to a given project so that a casting director can look at a clip that pertains to what they are casting (comedy or dramatic).

7.   CD Workshops – these do cost money, but in my opinion worth the cost.  Actor Training in LA is one place that caters to children and casting directors that cast children.  We arrived in Los Angeles from an extremely small and limited market, and this was the quickest way to get in front of casting directors that weren’t necessarily casting for projects.  In fact, they are not allowed to have workshops just to find actors for current projects.  They will sit and answer questions for about 20 minutes, and then each child is taken is to an audition room where they go through a mock audition and get feedback and redirects.  In my opinion, this did wonders for my son because he quickly realized that casting directors really don’t bite, and that he was allowed to have fun and be himself in an audition.  I think these are wonderful because you do get feedback in the room, which will help your actor to maximize everyone’s time in an actual audition.

8.   Training – this falls under marketing in the sense that your child is taking the time to learn about being in front of the camera, learning techniques, and teaching the brain how to act, respond, and listen to the other actors.  This process is making them more marketable.  While the best training is actually doing, taking classes can increase their marketability.

9.   Keeping in touch – is exactly how it sounds.  When my son works on a project, I do my best to get mailing addresses or email addresses of the director, producers, etc.  Depending on the project, we may have contact info for everyone on the project.  When I send out post cards to casting directors, and emails to those that prefer email, I also email those from past projects to let them know what he is up to.  I don’t always get responses but that’s ok.  One booking he had, afterwards he direct-booked two more projects, and was called in to audition for two additional just from that first project.

10.   Showing appreciation – another one that is exactly how it sounds.  When he books a project, I make sure we thank the agents and manager for starters – which is the easy part—that usually starts right after “you booked”!  When the project finishes filming, my son writes Thank Yous to the directors, producers, casting director, and anyone else that was a major help through the process.  Some people send gifts as well depending on the size of the project.  Keep in mind, for tax purposes, you can only write off $25 for gifts per person per year.

If you have any other ideas or ways that you market your child actor, or additional resources to add, feel free to comment below.  I’ve learned most of this from other parents of child actors and discussions for pros and cons for all of them are quite interesting.  I look forward to reading your comments!

And I must add that credit here needs to be given to my husband for editing this for me before publishing it. 🙂

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WOW – it’s been a LONG time since the last post!  I need to work on this more!

Cody filmed as young Edward Fudge in Hell & Mr. Fudge in Athens, Alabama.  It was a fantastic cast and crew, and we got to meet the real Edward Fudge, his lovely wife, Sara, as well as other family members.  The film also has a fanpage on Facebook and is still in post-production.  He had a wonderful time and it was so wonderful to work with an awesome cast and crew.  The movie is scheduled to be released sometime in 2012.

This is one scene where he is imitating his father at the radio station.

SO—the short answer as to why I haven’t blogged in nearly a year…we’ve been busy!  Cody continues to have auditions; with school, auditions, callbacks, going home to Florida, vacation, spend time with family (and the dog!) and then getting settled back in Los Angeles for pilot season.  Cody quickly got new agency representation, and was going out for many pilots, as well as commercials, films and guest star roles on TV shows, and of course they all continue.  He also finished 7^th grade and is moving on to 8^th Grade soon.

The most exciting part?  We found out in a two day period he would test for two separate pilots.  He tested for Prodigy Bully first and booked it, therefore, could not test for the second one.  But what an awesome problem to have!  When he booked it, he was SO excited – as for me, it took three days for my head to stop buzzing. It is so neat to be so close on the sidelines watching him realize his dreams…and he’s only 13.

It is a surreal experience to watch movies and TV shows he auditioned for coming out now.  Green Lantern was his very first callback when we were still in Florida.  Last year was his first pilot season, and he tested for two pilots.  It was an exciting time, but two pilots he auditioned for (and did not test) were Touch and Once Upon a Time.  I love who they chose for the parts he went out for, and I think that they picked exactly the right person (not that my opinion matters in this!).  It is interesting to be able to see the choices that were made, and you realize how hard the casting directors work to get the right cast and do their part as a team to make this the best production possible.

The filming of Prodigy Bully happened over the last two weeks.  We will find out by the end of May if it gets picked up to series.  Filming was a fantastic and positive experience for Cody and he had SO much fun.  He was disappointed with one thing, though.  That it was over.  We made new friends, and he even said before it was done filming that it felt like being a part of a family.  Whether or not this goes to series, it’s been an exciting experience, and he has gotten to do exactly what he loves best – be on a set acting.

In the midst of all of this, I have met many parents new to the business and unsure where to go next–or just where to start!  When I start sharing what I have learned, I realize how much I have learned in just two short years. There is a LOT I did not know before arriving in LA the first time, but I have since found many resources I will share in my next post so the information is not buried in this one.  So stay tuned!

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I cannot believe it is already the end of May!  Cody has been SO busy that I don’t know what end is up!

In the last five months, between Cody’s 45 auditions (which does not include callbacks, producer’s sessions, testing, booking and filming) his school, acting classes, and my full-time school, I am now bald.  I have pulled out all my hair!

Seriously, we’ve survived.  I was going to school full-time getting my master’s degree.  I finally realized that I no longer have the energy I had when I was 20 years old.  So just this past month, I changed my enrollment to half time.  Ironically, it got more busy for Cody with his auditions!  The Universe abhors a vacuum, and so filled the so-called free time! And for that I am thankful – it was filled with exactly what I had intended it to be filled with!

Some of the things I have learned over these past few months; regardless of how busy you become, you need to have a great support system.  In our case, my husband is still back in Florida working and taking care of the dog and the house and whatever else comes up.  His support while Cody and I are in Los Angeles is invaluable.  Other family members and friends have been wonderful support as well.

I spent more than twenty years in the Air Force, and was stationed overseas for two of my six assignments.  There was a comradarie being stationed overseas that you really can’t explain to those that have not experienced it.  Everyone is sacrificing life away from families (not necessarily kids and spouses, but sometimes–but always parents and siblings).  Fellow strangers in uniform aren’t.  There is a comfort in “knowing” what the others in uniform are going through.  And when the holidays come, even though we cannot spend them the way we did for years at home when growing up, we come together and make and share new memories.

When Cody and I arrived in Los Angeles in April of 2010 (barely over a year now), I looked at it like another temporary duty assignment in the military (except we were funding it!).  I was leaving my husband behind, but also with his support, was excited for the beginning of a new life being the mom of a child actor.  It’s interesting listening to the “naysayers” that like to claim “you’re exploiting your children for the sake of the almighty dollar” or whatever other reason they choose.  I have a son who, since he was 8 years old has said “mom, I want to be an actor” with a focus that I rarely see ADULTS have.  How can a parent deny a child their dream when you have the means to make it happen?  We couldn’t – especially since he kept PROVING he was serious.  And he still does.  Oh yes, and the money he makes?  It’s his.  Not mine, not my husbands.  And anyone that has been in a business for themselves knows how fast the expenses will deplete actual gross earnings.

So getting back to the original question; Is being the mom of a child actor a full time job?  Well…I always hate hearing this answer, but believe it or not, it is oh so accurate.  IT DEPENDS ON WHAT THE GOALS ARE.  I know one mom who’s son was in a movie with mine.  She wants to raise a family with her husband and really doesn’t want to drive two plus hours to Los Angeles every time her oldest (of three) gets an audition.  I can’t say I blame her.  Cody is an only child.  I have already told him that I am not so sure I could do this if he had a sibling that wasn’t interested in the entertainment world.

As for us, Cody’s focus amazes me on a daily basis.  Friends and family tell me it is because of me he is so focused.  I will take some credit – I am trying to teach him what I know about focus and putting your goals in to writing.  But he’s only twelve years old, and while still very much a kid, he’s not only auditioning, he’s writing scripts (he’s got SUCH an active imagination!), and wants to direct and produce projects as well.  I already know, without a doubt, my son will be an integral part of the entertainment world for the rest of his life.  And I LOVE spending my days watching it unfold as I take him to auditions and meet such wonderful people.

Cody recently wrote down his goals (again).  I am most amazed that one of them are that he wants to be an Academy Award Winning Actor – and that he wants to act in that movie by his birthday this year (September 15th).  I don’t know if it will happen, but I don’t know that it won’t either.  And if it doesn’t happen by then, that doesn’t matter.  My mastermind group always says “change the date – don’t change the goal.”

YES, for me being the mom of a child actor IS a full time job.  I’m getting my master’s degree in Business Management, with the focus in Marketing.  I want to market the work he is doing to the right people.  After all, it seems the more he works, the more work he gets!

 

This is Cody's newest Post Card

This is the front side of his latest post card.  We mail these out to our mailing list – snail mail as well as email (depending on preference) to let people know what he’s been doing.

In this past week, he ended up with six auditions.  Two, one a voiceover, and one for a guest appearance on a TV show, we got “short notice” meaning after 5 pm, and they were to be filmed/recorded and emailed BEFORE the next morning.  He did outstanding, and the TV show video was sent to producers.  We don’t know anything further yet (after all, it is a holiday weekend!), but that’s ok.  One of his “auditions” was actually a callback/producer/director session.  He booked a supporting role in Hell & Mr. Fudge as the young Mr. Fudge.  He is very excited, and very thankful to the casting director, producers and director of the film for such a wonderful opportunity (and…who knows…this could be that film in his goal list!)

As for me, over these past few months, I have continued to meet parents – mostly mom’s – supporting their kids as well.  This is NOT an “over night” sensation pie-in-the-sky dream for any of our kids.  I have, once again, become a part of a comraderie of people that nothing has to be said, there is just a “knowing” in what we are all dealing with, but yet an excellent support system to become a part of.  I’ve “heard of” the “stage mom’s” (and really, you DON’T want to be one of them!) yet I have been fortunate enough to not have to deal with any of them.  Supposedly this is a competitive industry, yet I don’t see it that way.  Each child is different, no matter how many “look” alike – and each project is different.  This is a business for the producers, and they want to hire the ones that fit the best in their project that will make money for them.  In reality, they want every single kid to book the job, but they also know the job can only go to one.  And that’s the one with the right “fit” with the rest of the cast.  To me, that is not a competition.  Competition assumes you have control over an outcome.

I deal with Post Traumatic Stress Disorder, and often, because of it, I think that I am “not doing enough” in my life.  One of the biggest things I learned just this past five months is that I am raising an outstanding kid to the best of my ability and that requires me to “be there” as much as possible.  I look at my PTSD as a blessing actually, because it has also taught me to pay attention to what my limitations are, and focus on the priorities one day at a time.  As much as I want to “DO” whatever else comes to mind, for now, regardless of his goals and dreams, my 12-year-old son is my priority.  I realize that once he becomes an adult, while I will still be a part of his life, he will very much have a life of his own (believe it or not, he has also mapped out his college and life as an adult…WOW).

If you have something to add, or questions, feel free to add or ask questions!  Writing this blog is one of “MY” things I have chosen to have for ME, so I don’t go completely insane!

Valerie Sullivan
Mom to Cody Sullivan
http://www.imdb.me/CodySullivan
https://www.facebook.com/pages/Cody-Sullivan/129844847070985
Valerie@ValerieSullivan.net