From Step 5 - Film Festivals:
"Before you begin, first eliminate tier 1 festivals from your list by conveniently forgetting to submit to Sundance, Slamdance, SXSW, Toronto, Cannes, etc. Focus on filmmaker friendly local film festivals in the regions you've selected. There are hundreds of them. This way you can invite local press to attend and get reviewed in the local paper. Add the reviews to your website."
Rest of the list at Angelo Bell's site.
Thanks One Way Community blog for the link.