This document outlines a communication strategy to connect school music classes to popular music. The insight is that teachers and students see little connection between the two. The challenge is to demonstrate this connection and get participation in a music project. The strategy is a two-phase approach: first, inform and build teacher trust through PR and stories, then create student desire to participate by reaching them during passive music consumption. The idea is that music unites everyone, so classes should perform. Relevant channels include PR, ambassador stories, TV, YouTube, and music sheets to build interest and participation.

1. MUSIC IN YOUR HEART
Communication strategy
DDB
Kateřina Pošepná & Michaela Žemlová
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2. Insight
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Teachers: ´I cannot see a contribution of popular music students follow on music
channels and magazines for my music classes‘
Students: ´I love popular music but I cannot see a connection between that and my
school music classes‘

3. What is the challenge?
• To make both students and schools see the connection
between music classes and popular music represented by our
project, and its contribution to education, and thus adopt the
project
• Two phases
1. Informing students and raising interest amongst teachers
2. Creating desire to participate
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4. How to get teachers interested?
Teachers need to be informed in a spontaneous and serious
way in order to build trust
PR and ambassador stories demonstrating the contribution
of pop music to classes recommended
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5. How to create desire to participate?
To create desire of the target audience, we will make use of what
they all have in common – passion for music
We need to reach the TA in the most relevant and engaging
moments, in an entertaining way
Reach people wherever they search to passively consume music
and make them see the connection through a relevant message
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6. Idea
Music is what we have in common, so make your class perform
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7. Media channels – phase 1
To inform the students
• ÓČKO TV channel – programme teasers
• FB page ÓČKO programme teasers + information (‚join
with your classmates and make your class perform‘)
• Branded music exercise books (You´ve got the sheet of
music, make your class perform! Music in your heart.)
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8. Media channels – phase 1
To inform and build trust of teachers
• PR articles in specialized newspapers and supplements
(Akademie, Učitelské noviny, Týdeník Škola)
• Ambassadors´ stories on specialized websites (RVP,
ceskaskola.cz)
• Newsletters to teachers (MŠMT)
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9. Media channels – phase 2
To create desire to participate:
• Youtube video ads featuring pop stars involved in the project
– optimized for their videos only
• Intranet / wifi music video blocking
• Titles below videos on ÓČKO channel
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Do you like my video? Make your
class perform and participate in
‚Music in your heart‘
Sorry, video is not available.
Create your own and make
your class perform

10. Media channels - phase 2
To create desire to participate:
• Flute School: Sheets of pop music modified for classic
instruments used in classes as an insert in newspapers
• Workshops for teachers in regions as part of educational
programme
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11. Summary
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Do you like my video? Make your
class perform and participate in
‚Music in your heart‘
INSIGHT:
Lack of connection between
music classes and pop music
CHALLENGE:
Show the connection and make
students and teachers participate
in the project
STRATEGY: To inform the teachers
and build trust + to create desire to
participate in the moments of
passive music consumption
IDEA:
Music is what we have in common,
so make your class perform!
CHANNELS:
PR and ambassadors to build trust
+ channels of rather passive music
consumption (Youtube, Óčko TV)