Marketing and PR Presentation

Objectives

What are the objectives for this project?The objectives for this project are to create a marketing and PR campaign for a new album launch for a band. I will need to plan my work before I do it, and it will need to make sure that I know what I’m doing before I do it. The PR campaign would need to be professional, and it would need to show that the band is worth knowing about.

Who do you want to target? The target audience for this marketing and Pr campaign would have been anyone that is interested in classical music. The music is aimed at everyone however, and the band is trying to get more people interested in classical music. The main audience would be people who listen to classical music already, since it would be to their taste. However the band would target other types of audiences too, which means people that wouldn’t have listened to classical music before.

How many records do you want to sell?We want to sell a lot of records, and we’re trying to compete against other classical music singers and bands. The first album is expected to sell less than the rest, so the PR campaign would be there to try and get people interested in the band from the start, so it sells and people pick up interest.

What would make this a successful exercise?To make this a successful exercise I would need to make sure the marketing campaign is targeting the right people. This campaign needs to stand out, the band need to appeal to people, and ifrom the use of the PR campaign, the band would also catch the eye of other types of audiences.

Band Profile

Name: Medici Codex

Age: between 20 and 30.

Previous releases: none that reached the charts.

Genre: Classical

Style: Modern Classical

Contemporaries: Richard and Adam (BGT)

Think SMART

Specific: the aim for this campaign to get the new band recognised by people who like classical music, and to promote their album release. Another clear aim of this campaign would be to get classical music more mainstream. Young people normally don’t listen to classical music, and this band want to challenge that.

Measureable: it will be measurable by how many albums they sell after the media campaign. It will also be measurable because when the band have sold a certain amount of records, and when they go on tour or go to concerts, then I could look at the audience for those, and see who's interested.

Achievable: I believe that this is achievable because classical music is becoming more popular. Since more and more people are applying to appear in talent shows like Britain's Got Talent singing Opera, then people are becoming more interested in this style of music.

Realistic: yes, because more people are getting into classical music.

Time-related: There will be for creating the album and releasing it, but after that there wont be.

Audience

Who is the audience for this band? The audience for this band will be anyone whos interested in classical music. The band would also try to target people that aren’t into classical, to get them into the genre aswell.

What age are they? The audience can be anyone, from any age group. This band are trying to get as many people as possible to listen to classical music, because they believe that classical is an important genre of music.

What do they look like? Stereotypically the audience will be middle aged, with a decent look and a decent job. But this band are trying to get a wider range of people to get interested in classical music.

Why do they like this band? They would like this band because it makes some people happy listening to it. They believe that this type of music is better to listen to.

Who else do they like? They would normally listen to other classical music, but they might listen to other similar music, like indie or folk music.

Media

What media will you use and why? Be specific about the platforms you will use.

What magazines might they get in to? They could get into magazines like All Things Strings and BBC Music Magazine. It could also get into magazines like Star and Reveal, since the band is trying to be more modern. They might get into newspapers as well, depending on how well they do. They could be on bbc news and itv news, and if they become well known then they might be able to be on tv more. The radio stations that would play there music would be Classical, BBC2 and when they become well known, other stations too. The band is trying to break away from the usual classical stereotype, so they would hope to appear on more media networks. They would give interviews to magazines and radio stations that suit them the most, and who are most popular. The forms of social media that I will use will be Twitter, because this is the main form of social media, so more people will notice what the band will have to say. I would use the social media site to promote the band, and I would set up a twitter account for them to use. This would help people recognise them as a modern classical band.

Merchandise

What merchandise would you use to promote this band?

I would use t shirts, key rings, phone cases and wrist bands to promote the new band. I would also make posters for magazines to get their message out to as many media outlets as possible.

Manage the message

What is the message you want to communicate about this band?The message would be to make classical music more mainstream. The message would be to get a wider range of people to listen to classical music.

What is the main selling point of the band and the album? The main selling point would be that even though the bands music is classical, they are modernising it, so that people would hopefully be more interested in it.

This could be that it’s new, exciting music, challenging established genre rules.

It could be a return to form from an older, more established artist.

You could choose to use quotes from critics.

You could foreground good feedback in your adverts or your social media.

Hyperbole

Every marketing and PR campaign uses hyperbole. Its role is to make things seem better than they really are by using exaggeration and emotive words or imagery.

What are the words you will use? What words will help you sell and will appeal to your audience?

The type of words that would appeal to the audience type would be words like ‘neo-modern classical music.’ this type of band want to appeal to the usual audience type of classical music, whilst appealing to people that are new to it. This type of music would sound similar to the classical music that’s already allowed, but it would be modernised to try and appeal to more people. the overall look of the band would be different as well. The words that would be used would be words like ‘brand-new,’ ‘different’ and will include phrases like 'you've never heard this before.’

Events

What events would you put on as part of the promotion of this band and album?The events that I wold put on for this band and their new album would be a press conference and a concert. This would show who the band are.

Would they play small secret gigs?They would. They would also play large concerts when they become more popular.

Would they appear for a signing in a flagship record store?They might do, but since they are a classical music band they might not get interest from certain stores.

Would they play on TV chat shows?Since they are trying to make classical music modern and more mainstream they would.

Would they go on a huge arena tour?They wouldn’t, they would mostly do orchestra concerts, but when they become well know they might do, to help with their modern image.

What other events and happenings could you create to raise the public profile of the band?I would make sure that they appear in interviews, so they would be able to get their message out to the public, as well as their music.

Internal motivation

What is the motivation behind this project?The motivation behind this project is to get more people interested in classical music.

Why is it an important project for you?It is an important project because it would help the band become well known if I use the right media outlets. This project is also important because it would show the media industry that this is the company that can promote bands well. This would appeal to bands that want to be recognised, and it will create more work.

Why is it an important project for the band?It is an important project for the band because they need to be known by the general public, so using PR will help with that. It will create sales for the band, and it would ensure that people are interested in their music and are willing to keep buying their albums when new ones come out.

Motivation of media

Why would the media be interested in this project?The media would be interested in this project because the band is trying to make classical music modern, so they are going to sound quite different.

Which parts of the media or media products (be specific) would be interested in the project?The parts of the media that would be interested in this project would be certain music magazines, the radio and certain music channels.

SMART

Specific: Is there a clear aim

Measureable: How will you measure the effect?

Achievable: Is it something that you can do?

Realistic: Is this something that would actually happen?

Time-related: Are there timescales for your project?