Jessica Northey| March25, 2012   Assignment 4| Final DraftMarketing and Strategic Planning
Assignment 4 | Final DraftPromotion Planning1-A. Problem and campaign objective       Professionals in the music industry ...
Assignment 4 | Final Draft       Metis Creativity Corporation (MCC) offers live broadcastingservices that organize smallve...
Assignment 4 | Final Draft       MCCwill set up live broadcast streaming into venues, shown on several flat screensthrough...
Assignment 4 | Final Draftsubscriptions for a venue have extensive growth, the venue owners have the option to includeadve...
Assignment 4 | Final Draft       The Industry Night party details are to set up a live streaming from the House of Blues®i...
Assignment 4 | Final DraftInternal EnvironmentMCC History:     TheMCC headquarters operates out of the Urban ReThink offic...
Assignment 4 | Final Draftindividual venue. This department is also responsible for MCC‘s branding and promotions.Public r...
Assignment 4 | Final Draft       If the live performance is held outside there is a potential thatbad weather, such as hea...
Assignment 4 | Final Draftswitch to a similar service. There is a small window for the company to arrive to the market fir...
Assignment 4 | Final Draft       earned 60 percent more on average than any other age group.‖ (Lamb, Hair &       McDaniel...
Assignment 4 | Final Draftsolution increases revenue in a new way for musicians. Venues will have a reason to charge atthe...
Assignment 4 | Final Draft      Red Bull and Grey Goose vodka sponsor for an open bar      Professional photographer for r...
Assignment 4 | Final DraftAdvertising/Communication Objectives:      Positive reviews of the Industry Night party in local...
Assignment 4 | Final Draft       Multimedia – 90%8. Promotional mix tactics to achieve objectivesThese methods are effecti...
Assignment 4 | Final DraftPrint:         The invitations will have instructions on how to RSVP. The guest list is kept on ...
Assignment 4 | Final Draftviral marketing. All guests are allowed to bring in their electronic equipment to share theirexp...
Assignment 4 | Final Draft             Ticketmaster.com website. Total $882 for a three-day package, black and white,     ...
Assignment 4 | Final Draft           o Web 2 banners on House of Blues® website. Sizes: small (246x91) pixels and         ...
Assignment 4 | Final Draft2012) MCC understands that a musicians following can reach across the globe and cannotphysically...
Assignment 4 | Final Draft9. Messaging StrategiesMessage Purpose:      EducateAction Objective:      Attend event      Pur...
Assignment 4 | Final Draftthe House of Blues® across the country into one network and they can share their headlinerevents...
Assignment 4 | Final DraftCode of credits - new media - producers guild of america. (2012, March 7). Retrieved from       ...
Assignment 4 | Final Draft       rg%2Fcontent%2Flibrary%2FDMR2011.pdf&ei=xuJWT4ujMMT42QWTuK3mCQ&usg       =AFQjCNHmp2Wo23C...
Assignment 4 | Final DraftWebcasting, webinar, web conferencing and digital media services :: onstream media       corpora...
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MSP Jessica Northey

  1. 1. Jessica Northey| March25, 2012 Assignment 4| Final DraftMarketing and Strategic Planning
  2. 2. Assignment 4 | Final DraftPromotion Planning1-A. Problem and campaign objective Professionals in the music industry are losing money because CD sales are down by 33%,(Moore, 2011) which causes musicians to desperately look for creative ways to earn incomefrom their talents. In an article about LA club owners, the writer points out that running arestaurant, a club, a bar, or café is challenging; therefore, there are high stakes for a venue owner.(Goldberg, 2012) The music industry has created desperate musicians that will do anything for agig. Venue owners have developed a bad habit of treating musicians like an episode of Entouragefrom HBO. ―You hire a great band and should expect great music. That should be the end of your expectations for the musicians. Every professional musician does not have a following in one central location that all want to go out all together at exactly the same time of the week. The music is another product for the venue to offer, no different from food or beverages.‖ (Goldberg, 2012) The problem with this outlook is that it is the venue owner‘s responsibility for theirbottom line. The musician can always take their entourage to a different venue. When themusician brings in their entourage for one night,this is a problem because if the band does have afollowing, they are only loyal to the musicians and not the venue. The solution is to makechanges to build loyal customers for the venue because they will be know for having great musicto offer and a new experience unlike anything else in the market today. 2
  3. 3. Assignment 4 | Final Draft Metis Creativity Corporation (MCC) offers live broadcastingservices that organize smallvenues into groups of two or four businesses or within a chain of businesses to connect into onenetwork to broadcast their live performances to each venue.MCC provides staff to operateequipment during a live performance using 3D TV capable technologies. MCC will also provideservices for upgrades in equipment and software. The musicianand venue owner or other musicbusiness professional working with MCC will negotiate between earnings from the door and barsales.MCC owns the rights and distribution channels of the live streaming events. MCC willbuild a music video library of live performances to access from the venue‘s website through asubscription service to see all of the past performances. MCC will earn revenue fromsubscriptionpurchases. The average musicians are not getting paid enough to make it worth theirtime to play livegigs and they are expected to have a following in clubs around the LA area. From an article, onemusician explains why venue owners are missing out. ―The crowd is following the band, not the venue. The nextnight you will have to start all over again. And thepeople that were starting to follow your venue arenow turned off because you just made them listen toa bad band. The goal should be to build a fan base ofthe venue. To get people that will trust that you will have good music there every night. Instead you‘vesoiled your reputation for a quick fix.‖ (Goldberg, 2012) Musicians are also expected to print their own flyer, which is supposed to be the venue‘spromoter‘s job. The musician is barely covering expenses and now is at the point where they aremotivated only from their passion for performing their musical talents. 3
  4. 4. Assignment 4 | Final Draft MCCwill set up live broadcast streaming into venues, shown on several flat screensthroughout the venue on 3D televisions. Artists will earn money from a percentage of the doorentry for a new experience of live performances and audience interaction. In addition, customerscan use their laptops, tablets, and cell phones to view live steaming of the performance, with aunique password provided at the venue only. They have an opportunity to chat with the bandmembers during their break and with everyone else in the venue will be available to enhance thecustomer‘s experience. This is a solution that provides a new option for musicians to earn income due to the lossof CD music sales and missed opportunities from not having an entourage. This campaign, calledthe Industry Night party,will solve the problem by educating venue owners and other musicindustry professionals about new technology available. It is a networking opportunity to opendialogue about this new business concept of streaming live performances to broadcast into othervenues with 3D capabilities to create a realistic looking performance. The Industry Nightpartywill educate musicians on why songs are now literally worth zero dollars, as well as appeal tothem about how they can become innovative in order to stay ahead of their competition. ―In a download, digital environment content choices are limitless (long tail) and consumers are going to demand greater and greater choice and flexibility. However, there will be a natural ceiling for price increases; the tier charges will cap out while the demand for more content choices will continue to expand.‖ (Ulin, 2010) The content are live performances will provide an endless selection from a talent pool tochoose from. The subscription service will have options for a customer to purchase differentlevels of commitment that controls the amount of content they will have access to. Once the 4
  5. 5. Assignment 4 | Final Draftsubscriptions for a venue have extensive growth, the venue owners have the option to includeadvertising on their website within the video subscription website and add video commercials inorder to add another revenue stream. ―With the advent of video content there has been a corresponding growth of video advertising. It is assumed that just as static banner advertisement. Given the nature of the Internet, including the trend for content to be delivered in shorter segments, video ads often come in short increments such as 15 seconds.‖ (Ulin, 2010)1-B. Trigger for the campaign Host an Industry Night party targeted toward venue owners, talent booking andcoordinators, record label reps and executives, artist managers, and other types booking agentswho want to host live performances. The live performance will be at the House of Blues® inBoston and MCC will be there to record live streaming for the Industry Night party held at theHouse of Blues® in Orlando, Florida where the live streaming in 3D and projected for theaudience to enjoy as if they were at the real performance. The venue will be open to the publicand MCC will have a VIP area reserved for our private party. (―Private parties &,‖ 2012) This Industry Night party will open dialogue up for a variety of people in theentertainment industry. MCC will provide free giveaways of music on a thumb drive ofprofessional musicians EPKs that have experience playing live. This will help musicians increasetheir revenues from a venue who cannot charge at the door,into one who can, thus creating newrevenue streams for everyone involved. This will also increase the number of people whobecome regular customers of the venues, as well as creating a buzz from being innovative. 5
  6. 6. Assignment 4 | Final Draft The Industry Night party details are to set up a live streaming from the House of Blues®in Boston into the House of Blues® in Orlando. The party in Orlando is invite only, exclusive toMCC‘s target market, but is free of charge with an open bar sponsored by Red Bull and GreyGoose vodka. The Industry Night party will also allow customers to login for free from anydevice they chose to bring, it works through a Wi-Fi connection to allow customers access tochat with each other in public or private chat rooms. The band will also be logged in and willchat with customers in the network, during their breaks. The doors will open at 6:30 pm and close at 2 am for the Industry Night party. The Houseof Blues® in Orlando is two stories and has a capacity of 2100 people. (―House of blues®,‖ )Theperformance in Boston is Rusko with Sigma on May 10, 2012 starting at 8:00pm. (―Rusko withSigma at house,‖ 2012) There will also be photographers to take red carpet photos of guests andshowcase the best dressed person or couple on the MCC website.2. Situation analysis of MCC and industry it operates inIndustry Overview: The current state of the live performance industry has several factors. Musicians haveoptions of small to large scale touring for live performances. There are many musicians who onlyperform at one location in their location community. The North American live music and concertrevenues for 2011 were $10.3 billion. This includes revenues from sales of physical recordingsand digital music services (online and mobile). (―North american live,‖ 2012) Concert ticketrevenues in North America were $3.6 billion in 2006. ("Concert ticket revenues," 2012)Professional musicians are expected to bring a following or entourage with them in order tomake it easier for the venue to fill up with people for the event and save money because they donot want to pay for a venue promoter or marketing personnel. 6
  7. 7. Assignment 4 | Final DraftInternal EnvironmentMCC History: TheMCC headquarters operates out of the Urban ReThink office space in downtownOrlando, Florida. The only position filled is the owner and Creative Visionary Officer (CVO),Jessica Northey, and will hire for all positions after the first sale is made, an investment deal orby selling shares of the company to gain money for labor costs.MCC Structure: The organizational structure will be as follows: The Creative Visionaryand theTransmedia Producer work together. The departments are divided into Advertising andMarketing, Sales and Admin, Accounting and Finances, Licenses and Legal, Research andDevelopment, and Technology.(Pulman, 2010)MCC Internal Operations: MCC uses one brand of equipment and operates as a reseller for Sony® products. (―Sony| product,‖ 2012) There are negotiations for a wholesale discount on products, which MCC willearn the difference from the retail price that customers pay.Tech support and all Sales and Adminpersonnel will use a MacBook Pro, iPhone and iPad for the ability to work from anywhere. MCChas a partnership with Apple® to provide discount for large equipment orders.The Technologydepartment provides employees to setup and operate equipment during live performances, createnetwork for venue sets of two or four venues. The smaller networks will keep bureaucracy andunethical practices low to none between the venues.The Admin department organizes the videolibrary with updating metadata and uploading to the venue‘s website for publishing and customerservice needs. The Sales department will bring in new business and take orders for all services. The venues have to agree on a performance schedule on a regular basis. The advertisingand marketing department will market the venue‘s line-ups, as an optional service,for each 7
  8. 8. Assignment 4 | Final Draftindividual venue. This department is also responsible for MCC‘s branding and promotions.Public relations needs are on an event-by-event basis andare outsourced. All decisions are approved through the Transmedia Producer who is given certainleadership freedoms to make management and operational decisions without consulting the CVOfirst. The two positions will have quarterly meetings over the goals for the company and theresults from previous quarters and how to improve with keeping up with new technology. TheTransmedia Producer also manages the departments in the same manner of managerial freedoms,and filters down through all management levels. ―A Transmedia Producer credit is given to the person(s) responsible for a significant portion of a project‘s long-term planning, development, production, and/or maintenance of narrative continuity across multiple platforms, and creation of original storylines for new platforms.‖(―Code of credits,‖ 2012)External Environment: There are a few direct effects on MCC, which relates to technology and liveperformances. There is a high chance of a mishap or accident on live streaming of the band‘sperformance. There is the possibility of an accident during a live performance and a back up planwill be to have a music video of the band or group doing the live performance in case of anemergency. According to Snopes.com, a freakish list of performers who have died on stages is listed,the most recent being Darrell Abbott. He was known as ―‗Dimebag‘ Darrel Abbott, formerly of the metal act Pantera, was shot by a fan while performing with his new group, Damageplan.‖ (Mikkelson, 2012) 8
  9. 9. Assignment 4 | Final Draft If the live performance is held outside there is a potential thatbad weather, such as heavywinds and rain or tornados, can cause the stage to collapse. In 2011 during a State Fair inIndiana, there were seven deaths and dozens of people were injured because a stage crashedduring a storm. ‗Sara Bareilles, who opened for the duo, sang on the stage shortly before it collapsed at around 8:49 p.m., and described the scene. ―The weather changed in a matter of minutes and the stage collapsed in a matter of seconds. We are shocked and saddened by this horribly tragic circumstance and we are all praying for those affected," she wrote on her website, where she also recalled the events of the night as like "a bad dream.‖‘ (Winick, Claiborne, Gray &Dolak, 2011) Technology continues to advance at exponential rates. When digital technology wasintroduced to the market, businesses slowly changed from analogue to digital, the marketdemand and supply has been affected and can easily happen again in the near future.Digitaltechnology is fairly new to the music industry and instead of using technology to mimic a liveperformance; it has engineered music for radio play to make it louder instead of a dynamicrange. The fall of CD sales has made live performances the only option for people to experiencequality music. ―Although there was a slight upturn in sales in 2004, total CD sales fell 7.2 percent from 2004 to 618.9 million units in 2005, the lowest since 1996, when they were 616.6 million.‖ (Speer, 2011)Competitive Analysis: Local competitors are Creative Show ServicesandOnstream Media Corporation; theycompete among one another because they offer similar services and if not, have the ability to 9
  10. 10. Assignment 4 | Final Draftswitch to a similar service. There is a small window for the company to arrive to the market firstwith this new concept first and take advantage of this opportunity. Creative Show Services provides services in live events. With video specifically, theirwebsite claims they are a leader in video solutions, including widescreen blending systems,seamless switching systems and technologies capable of inputting a diverse range of visualmedia sources. Specifically for DLP/LCD projectors, wide screen and high definition, and Macplayback pro. (―Avi-spl - creative,‖ 2012) Onstream Media Corporation has offices in several locations within the United States.The location that is direct competition is located in Pompano Beach, Florida. (―Webcasting,webinar, web,‖ 2012) Their platform works with a PC only and is not focused on live events;however, it is the same case that there is an ability to quickly alter their operations to become adirect competitor.4. Target audience segments for trigger and core age group The trigger is an Industry Night theme for venue owners and musicians who perform live.The target demographics for the trigger event are 35 to 40 years old. The industry is mostlydominated with men and their typical lifestyle is working for the venue they own or work for,and it is their whole life. The Industry Night party is targeted towards the Generation X. The target market is for the ―Generation X (Gen Xers)—people born between 1965 and 1978—consists of 40 million consumers. Time is at a premium for harried Gen X‘ers, so they‘re outsourcing the tasks of daily life, which include everything from domestic help to babysitting. Many Gen Xers work from home. Over the next 10 years, most Gen X‘ers will cross over into their 40s, historically individuals‘ money-making years. Over the past 30 years, people ages 45 to 54 10
  11. 11. Assignment 4 | Final Draft earned 60 percent more on average than any other age group.‖ (Lamb, Hair & McDaniel, 2011) This segment for the trigger fits the marketing objective because the target demographicis an average mature, male and also enjoys mixing networking with entertainment. They want toknow what will increase their bottom line and are willing to outsource the work. The peopleworking in the live performanceindustry will need cohesion.There is a need to educate themabout the new technology, which is the goal of the Industry Night party. The solution is to showthem exactly how the operation will work by setting up an event that will be a display of MCC‘sservices in action. The target audience will be very interested in coming to the Industry Night event to learnmore about how they can build a fan base for their business. The venues can benefit from theband‘s following that can login from any where in the world to the Internetin order to show theirsupport for the band by subscribing to the venue‘s library of live performances. ―Because friends and family of a professional musician won‘t come out that often. They can‘t. This is what we [musicians] do every night. Would you expect the chef‘s friends and family to eat at your restaurant every night?‖ (Goldberg, 2012) A band‘s friends and family might not be the target market for all establishments that hireprofessional musicians. This also puts a venue owner in a better position;the band‘s entourage isno longer a top priority for a venue owner. The venues can share the licensing to broadcast thelive performances throughout all of the venues they own. By targeting venue owners, talent coordinators, record label reps and executives, artistmanagers, and outside booking agents, it helps the music industry as a whole because this 11
  12. 12. Assignment 4 | Final Draftsolution increases revenue in a new way for musicians. Venues will have a reason to charge atthe door and their website will get an upgrade into e-commerce through the live performanceslibrary subscriptions, and also possibly lead to increase sales in merchandising purchases. The reason for calling the campaign‘s trigger the Industry Night partyis because the term‗Industry Night‘ is well known for being a party during the weekday. However, this party will beinvitation only and specific people in the music industry in Florida will be invited to attend theMCC‘s launch party called the Industry Night party. By having the community‘s music industryprofessionals at one networking event, broadcasted at two House of Blues® locations, they cansee with their own eyes and hear with their own ears how they can implement MCC services intotheir own businesses. With an aim to create a group think situation, where changing hearts andminds from the old way of conducting business with musicians and promoters. Also encouragesmusicians to give away their music for free through venue sites and their own to use as apromotion tool for their live performances.5. Define the brand positioning strategy for the trigger5-A. Brand positioning for MCC Industry Night party has several benefits and attributes.Emotional Value: Excitement from being innovative against competition Pride from the exclusiveness from being invited and treated like VIP Curiosity of new technologies that create revenue streamsAttributes: 3D live streaming performance of DJ Rusko with Sigma Receive an invitation in the mail to the exclusive party 12
  13. 13. Assignment 4 | Final Draft Red Bull and Grey Goose vodka sponsor for an open bar Professional photographer for red carpet scene Thumb drive with local band‘s music and press kits for guestsPoints of Parity from competitive brands: Broadcasting live of one subject to multiple locations and online Video equipment is being used Invite only to a specific target marketPoints of difference from competitive brands: Giving away thumb drives of free music Exclusive invitation to get inside HOB Orlando Live streaming of performance using 3D technology5-B. Brand positioning statement for the trigger based on points of difference defined: To music industry professionals, the Industry Night party is the live broadcasting in 3Dthat delivers Rusko with Sigma‘s live performance, a chance to win one year free subscription avenue‘s music video library, open bar, thumb drive with free music, and photo shoot on the redcarpet, by invitation only because North Hollywood is now open for business.6. Structure Campaign ObjectivesMarketing Objectives: Fill venue at 100% capacity of 2,100 guests, made up of 25% VIP guests Make 8 sales and gather 100% of guests photos with contact info for follow up sales Give away2,000 (16GB) thumb drives 13
  14. 14. Assignment 4 | Final DraftAdvertising/Communication Objectives: Positive reviews of the Industry Night party in local newspapers The photos being showcased on MCC website increases web traffic by 80% Have 2 people invest in stock in order to raise capitalCampaign: April 4 – send out invitations April 24 – order preloading services for music and branding on thumb drives April 24 – release media kit May 1 – send out press releases May 1 – post event on social media networks May 2 – order brochures May 10 – event May 10 – distribute brochures to VIP guests7. Allocate a budgetBudget Amount = $16,444 Print – $1,384 Internet – $0 Multimedia – $15,060Percentage Breakdown: Print – 10% Internet – 0% 14
  15. 15. Assignment 4 | Final Draft Multimedia – 90%8. Promotional mix tactics to achieve objectivesThese methods are effective because of a few reasons, which are broken down into sections ofInternet, Print, and Multimedia.Internet: In 2010 a communications firm called Burson-Marsteller conducted research on howglobal companies use social media. They discovered that 65% of the largest global companieshave Twitter accounts, 54% have Facebook Fan pages, and 50% have YouTube channels.(Reina, 2012) There will be 2 web banners created for the venue‘s event web page to let the fansof the venue know about the special event. The invitation to the Industry Night party will includethe MCC website, Twitter, and Facebook Fan Page URLs. Announcements will be set-up to start automatically posting on April 4th fromHootsuite.com, a website that will automatically post future information to the Twitter andFacebook sites according to the dates and time the user sets. On Facebook, create an Event andinvite VIP guests and friends and family. Encourage guests to invite their networks and postexclusive information here to entice guests to come to event. Using Twitter to post photos ofRusko and the back stage crew setting up on the day of the event, leading up to the time whendoors open. The day before the event will post links on Twitter to music from Rusko for freedownloads of his music for fans. It is important to utilize social media because it induces thepossibility for viral marketing and word of mouth, which are both important marketing tools. 15
  16. 16. Assignment 4 | Final DraftPrint: The invitations will have instructions on how to RSVP. The guest list is kept on an excelfile sheet that will be updated as each person gives their RSVP. The follow up calls and guestswho arrive at the event will be tracked by either using the QR code or URL provided. The RSVPwill be the list created in excel and given to the cashier as the official VIP guest list. Thedoorman will have a clicker to count the people who come to the Industry Night event and theywill be given VIP wristbands, as well as the general public guests. The final list of VIP guestwho attended the Industry Night party will be noted for a personal follow up call. The purpose ofthe phone call is to thank them for attending and note any feedback. The brochures that will be given to the VIP guests will educate them about how thetechnology works as well as how it will save them money and drive their company forward forleading in innovation for the live performance industry. It also includes at 10% coupon for futurebusiness and is encourage to also extending referrals.Multimedia: In marketing, there is a type of behavior people conduct referred to as Influencers. ―Aperson who has a greater-than-average reach or impact through a word-of-mouth in a relevantmarketplace.‖ (Reina, 2012) Today people are sharing ideas and making recommendations totheir social media networks more than ever before. Influencers are also known as conversationcatalysts.They make up 10% to 12% of the US population and are ages 13 to 69 years old. Thisis a very large range of people who can extend the idea farther than the marketing team at MCCcould alone. (Reina, 2012) The thumb drives are important element to the marketing plan inorder to create a buzz and viral marketing with the music videos that local bands donate. Peoplewill share their newly discovered, underground music with their friends online and thus creating 16
  17. 17. Assignment 4 | Final Draftviral marketing. All guests are allowed to bring in their electronic equipment to share theirexperience with their networks with the agreement that they will include a hash tag of the venuesname. This has a tracking capability through search engines to track buzz about their experience. The red carpet photo contest will take place at the event when VIP guests enter therestricted VIP area. The VIP guests will provide their name, number, and email address beforebeing photographed. The photos will be judged by the CVO for best-dressed person and couple.The winner will receive a free subscription to the House of Blue Orlando‘s music video of liveperformances library for one year. The winner‘s photographs will be showcased on the websiteand all of the photos will be posted on MCC website to increase the website‘s traffic.8-A. Paid Advertising: Print: ($1,384) o Cost of 4,000 post card style invitations (4x6) – $149(―Colorfx is your,‖ 2012) targeted to music industry professionals in the Orlando area, to include musicians. o Cost of 2 banners to hang inside HOB Orlando – 5x2 Vinyl Indoor $50 to hang inside at register and one at the bar in the VIP area. Plus 1 large banner (10x4) – Vinyl Outdoor $94to hang outside of venue. (―Colorfx is your,‖ 2012) o Cost of 2,500 brochures to give to guests (8.5x11) – $209 includes Tri Letter Foldfees (―Colorfx is your,‖ 2012) o Contact Orlando Sentential for listing event on their website calendar in the Entertainment section through May 8-10th. In order to target Gen X professionals that may have a need for MCC services. The ad will promote the House of Blues event that is open to the public and the information to purchase tickets through 17
  18. 18. Assignment 4 | Final Draft Ticketmaster.com website. Total $882 for a three-day package, black and white, and the print ad size will be 3 columns x 5.25". (―Business advertiser,‖ ) o Contact Orlando Weekly(―Local music, concerts,‖ 2012)for a music events and news to ad Industry Night party to their event calendar. In addition, an ad listing on their website in the music section through April 24th-10th. Orlando Weekly is a publication that targets younger demographics, which is the choice to promote the ticket sales for the House of Blues event that is open to the public. The VIP guests will be able to observe the exact services MCC offers and be the first to witness how the crowd will react to the new experiences of live performances through 3D TV visual technology. As well as utilizing their Retail Advertising department at 407-377-0400 ext.215 for price quote or visit(―Advertise – orlando weekly,‖ )for a quote request. Promo items: ($15,060) o Cost of hiring photographer for red carpet photos for MCC‘s website – Hire a studio photographer for $10 per hour. For a total of $60 for working 6 hours. (―Portrait photographer salary,‖ 2012) Will increase website traffic and build brand awareness. o Cost of 2,000 Thumb drives with logo – quote $14,000 additional 1,000 to cover taxes and fees.(―Custom branded usb,‖ 2012) Standard price is ―1GB Custom USB flash drives as low as $3.75 per drive‖ (―Our pricing,‖ 2012)The thumb drives will include EPKs from local musicians with information on how to share with their social network to include hash tag #metiscreativity for tracking. Internet advertising: ($0) 18
  19. 19. Assignment 4 | Final Draft o Web 2 banners on House of Blues® website. Sizes: small (246x91) pixels and large (728x90) pixels. Post on May 1st at no cost. This will let people know that the event is happening at their venue. o Post event announcements on Twitter.com and Facebook® Fan page with automated tweets prearranged for specific dates through Hootsuite.com on April 4th, 24th, and May 9th and 10th. o Ads space will be purchased through their website for a web banner size 300x250 pixels online.8-B. Public Relations/Press Relations MCC will contact the Orlando Sentential and Orlando Weekly newspapers about the privateevent to create a buzz but that tickets are only available for the public area for purchase. The restof House of Blues® will negotiate with talent how much to charge for tickets and the MCC willhost the private party in a VIP section in order to observe the audience‘s reaction to the newentertainment. The Orlando Sentential and Orlando Weekly will be invited to cover the privateevent and to have an inclusive interview with the owner of MCC. (―Contact orlandosentinel.comand,‖ ) The newspaper asks all companies to send their information about entertainment eventsto calendar@orlandosentinel.com and does not charge for this service. (―Things to do,‖ 2012) A viral marketing campaign willbeginwith MCCgiving out free music through MCCbranded thumb drivesto build brand awareness. This will draw interest in MCC trigger eventthrough developing relationships with local professional musicians. Include an invitation inexchange for them to provide their EPKs for the free giveaway of the thumb drive of music.Because their music is being given away, there is a higher chance of them attending and bringingtheir entourage, since most music professionals are required to have a following now. (Goldberg, 19
  20. 20. Assignment 4 | Final Draft2012) MCC understands that a musicians following can reach across the globe and cannotphysically come to an event, but can still be a fan of their music. Musicians who share theirmusic for free and become a part of the live streaming movement, their performances willprovide a new experienceto audiences across the globe. The musicians who participate will beadded to the social media campaign through Facebook and Twitter. The partnerships or sponsorship through Red Bull and Grey Goose vodka share several ofthe same brand attributes of the diversity of the people who make up the music industryprofessionals. Red Bull‘s brand matches the trigger event through their Music & Entertainmentsection on their website and already providing live video streaming content. In addition, thedemographic is Gen Y, it mixes great with vodka, and it will keep guest‘s energy up. Thepartnership or sponsorship with Grey Goose vodka has a brand that is a match the brand of theIndustry Night party and MCC. Their brand is prestigious and targets Gen X as well as acommon favorite mixed drink. Having alcoholic beverages paid for by a sponsor will savemoney on the costs of the trigger event.8-C. Sales Promotion: VIP guests who attend event will be given a brochure with a coupon inside for 10% off services for the first order only VIP guests can extend their discount by giving them the brochure away as a referral8-D. Personal Selling Personal phone calls to music industry professionals request their address in order to mail out exclusive invitations Follow up phone call with those who gave their RSVP Give thank you phone calls the next business day 20
  21. 21. Assignment 4 | Final Draft9. Messaging StrategiesMessage Purpose: EducateAction Objective: Attend event Purchase servicesCoordinated Message and Themes: The theme of the Industry Night party is exclusive, prestigious, and innovative. Theinvitation only party is all about exclusiveness; the campaign design will have a prestigiousglamour look, and the message will be about their opportunity to be in the forefront of thistechnological movement in the music industry.Slogan: Bringing experiences to you10. Set evaluation criteria Three different means of measurement to determine the level of success of the IndustryNight party are how many investors booked a meeting, how many new guests gave their contactinformation requesting MCC services, how many guests arrived, and MCC website traffic.Also,increased music sharing of local bands from thumb drive by providing instructions to share aslong as the MCC hash tag is used for tracking purposes. The official hashtag is #metiscreativity MCC goals are to find investors clients, such as the House of Blues® by showing themexactly how it works and the results of the event in their own venue. The idea is to connect all of 21
  22. 22. Assignment 4 | Final Draftthe House of Blues® across the country into one network and they can share their headlinerevents and save money on licensing fee costs for the talent. The venue can streamline their eventcalendar and talent can reach audiences they normally could not because of cost of having thetalent physically there for touring. The strategy is to let House of Blues®set their own ticketprices for the general public tickets and negotiate with the talent about splitting profits from theticket and bar sales. All of the guests will check in at the door for their VIP wristband and mark off their nameon the VIP guest list to know who attended in order to give them a follow up phone call andthank them for attending the Industry Nightparty. And make an appointment for a freeconsultation to discuss the services they would like to learn more about the services that MCCoffers in the live performance industry.References:Advertise – orlando weekly. (n.d.). Retrieved from http://orlandoweekly.com/about/advertiseAvi-spl - creative show services - live events - video. (2012, March 7). Retrieved from http://www.creativeshowservices.com/cs2/live-events/video.aspBusiness advertiser. (n.d.). Retrieved from http://www.orlandosentinel.com/advertiser/business 22
  23. 23. Assignment 4 | Final DraftCode of credits - new media - producers guild of america. (2012, March 7). Retrieved from http://www.producersguild.org/?page=coc_nmColorfx is your online printing company. (2012). Retrieved from http://www.colorfxweb.com/Contact orlandosentinel.com and the orlando sentinel. (n.d.). Retrieved from http://www.orlandosentinel.com/about/orl-feedback-2,0,4041118.customformConcert ticket revenues in north america (2001 - 2006). (2012, March 7). Retrieved from http://grabstats.com/statmain.asp?StatID=91Custom branded usb flash drives. (2012). Retrieved from http://www.expressusbdrives.com/Goldberg, D. (2012, January 6). Why la club owners are totally lost and some advice for them from a professional musician. LA CLUB OWNERS, 1-2. Retrieved from http://www.scribd.com/doc/78468650/La-Club-OwnersHouse of blues® orlando production specs – general info. (n.d.). Retrieved from http://www.houseofblues.com/venues/clubvenues/orlando/production.phpLamb, C., Hair, J., & McDaniel, C. (2011). Mktg 4. (4th ed., p. 54, 130, 183). Mason: South- Western - Cengage Learning.Local music, concerts, clubs and nightlife. (2012). Retrieved from http://orlandoweekly.com/musicMikkelson, D. (2012). Died onstage. Retrieved from http://www.snopes.com/horrors/freakish/onstage.aspMoore, F. (2011). Consumers drive new business models. IFPI Digital Music Report 2011, 5-7. Retrieved from http://www.google.com/url?sa=t&rct=j&q=live%20performances%20industry%20statisti cs%202011&source=web&cd=6&ved=0CFMQFjAF&url=http%3A%2F%2Fwww.ifpi.o 23
  24. 24. Assignment 4 | Final Draft rg%2Fcontent%2Flibrary%2FDMR2011.pdf&ei=xuJWT4ujMMT42QWTuK3mCQ&usg =AFQjCNHmp2Wo23CVokQuU_en0hlbperKyg&cad=rjaNorth american live music / concert revenues (2006 - 2011). (2012, March 7). Retrieved from http://grabstats.com/statmain.asp?StatID=73Our pricing. (2012). Retrieved from http://www.relymedia.com/pricing.htmlPortrait photographer salary. (2012). Retrieved from http://www.indeed.com/salary/Portrait- Photographer.htmlPrivate parties & special events. (2012). Retrieved from http://www.houseofblues.com/specialevents/Pulman, S. (2010, November 22 ). [Web log message]. Retrieved from http://transmythology.com/2010/11/22/transmedia-organizational-structuresReina, A. (2012). Guerilla marketing. Unpublished raw data, Full Sail University, Winter Park, Florida.Rusko with Sigma at house of blues boston tickets | thur, june 10. (2012, March 15). Retrieved from http://www.houseofblues.com/tickets/eventdetail.php?eventid=72927Sony | product catalog cameras - broadcast & production. (2012, March 7). Retrieved from http://pro.sony.com/bbsc/ssr/cat-broadcastcamerasSpeer, B. (2011). Cd mastering services. Retrieved from http://www.cdmasteringservices.com/dynamicrange.htmThings to do. (2012). Retrieved from http://www.orlandosentinel.com/entertainment/events/Ulin, J. (2010). The business of media distribution: Monetizing film, tv and video content in an online world. (p. 313). Burlington: Focal Press. 24
  25. 25. Assignment 4 | Final DraftWebcasting, webinar, web conferencing and digital media services :: onstream media corporation. (2012, March 7). Retrieved from http://www.onstreammedia.comWinick, T., Claiborne, R., Gray, K., &Dolak, K. (2011, August 22). Seventh victim of indiana state fair stage crash dies. Retrieved from http://abcnews.go.com/US/sixth-victim- indiana-fair-stage-crash-dies/story?id=14341314 25

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