GROUP 10 // Jerlynne Tan, Danielle Serrone, Manjot Grewal, Kaitlyn Picco

What is SoundCloud?

○ Popular online music and audio streaming platform

○ Established in Berlin, Germany○ Founders: Alexander Ljung and Eric

Wahlforss○ Launched in 2007 → 175 monthly

listeners

Partner

Pro

Pro Unlimited

Competitors

● Apple Music/iTunes

● Spotify

● Pandora

● Slacker

SoundCloud Campaigns

“Falling of the Berlin Wall”

● Low Budget Campaign Released by Grey Germany

● Marked the 25th anniversary of the falling of the Berlin Wall

● Mimicked the image of the Berlin wall falling

● Only campaign released by SoundCloud

Competitor Campaigns

Spotify

Pandora “Year in Music”

“Thanks 2016, It’s

Been Weird.”

“The Next Song

Matters”

Who Dominates the Music Streaming Market?

What an IMC plan will do:

✔ Fix SoundCloud’s broken business model

✔ Have a clearer monetization model

✔ Better consistency with advertising to their consumers

○ build better trust and relationships

✔ Differentiate themselves from their competitors

Target Market

● “Young City Solos” and “Singles and Starters”● Millennials: ages 18-35● Passionate about music● Actively use social media and radio music apps

Elements of the Creative Brief

Objective Statement

● Create a Preference/Liking Brand campaign ● Target Audience: Millennials who have a strong interest in music

Brand Character/Support Statement

● Discovery

Advertising

Public Relations

IMC Elements

SoundCloud Music Festival 2017

● Public Relations events on college campuses● Concerts at:

○ Tickets $5, Students Free

College Date

UC Berkeley April 7th

San Jose State University April 8th

University of Northern Colorado April 15th

Entertainment

Student Singers

Anderson Paak

GoldLink

OSHI

Blackbear

Kali Uchis

Event Merchandise

T-shirts and tank tops can be printed with the event logo or customized with wavelengths from guests’ chosen song.

Activities

● Raffle○ Winners will get event merchandise○ One lucky winner gets a free subscription service for SoundCloud Go

● Post & Share○ #ShareYourCloud

Advertising

➔ Self-Promotion◆ Social Media Marketing

● Facebook ● Instagram ● Twitter

◆ Using Hashtag #ShareYourCloud to promote the events

➔ Promotional Flyer◆ 3 flyer designs ◆ Will be distributed on the campus

where the concerts will take place ◆ Flyers will be uploaded to social media

sites● Facebook● Instagram● Twitter

#ShareYourCloud

@AndersonPaak @GoldLink @Blackbear

@KALIUCHIS @oshimakesmusic

Budget

Locations Cost

San Jose State University $ 20,000

UC Berkeley $ 20,000

University of Northern Colorado

$ 10,000

Total Cost of Venues $ 50,000

Cost of Venues

Performers Cost

Anderson Paak $ 7,500

GoldLink $ 7,500

Kali Uchis $ 6,000

Blackbear $ 6,000

OSHI $ 500

Total Cost of Performers $ 27,500

Cost of Performers

Merchandise Number of Items

Cost Per Item Cost

T-Shirt 500 $ 5.00 $ 2,500

Lanyards 300 $ 2.00 $ 600

Water Bottles 150 $ 4.00 $ 600

Screen Printer 3 $ 100.00 $ 300

Total Cost $ 4,000

Cost of Merchandise

Advertising Number of Flyers

Cost Per Flyer

Cost

Flyer (4.25” x 5.5”) 5,000 $ 0.02 $ 100

Flyer (8.5” x 11”) 5,000 $ 0.06 $ 300

Total Cost $ 400

Cost of Advertising

Total Cost of SoundCloud Music Festival 2017 = $ 81,900

Thank You!!!Any Questions?