Marketing Campaign Portfolio Presented By: Valerie M. TorresTuesday, May 3, 2011
Background & Relevant ExperienceTuesday, May 3, 2011
DEVELOPED MARKETING CAMPAIGNS FOR OVER 50 ALBUM RELEASES GENRES SPANNING URBAN, R&B, LEGACY, ADULT CONTEMPORARY, AND CLASSICALTuesday, May 3, 2011
7+ years of marketing & product management experience in the music BRAND COLLABORATIONS INCLUDE: industry Background in Client Management & Artist Relations Relevant background developing & presenting new business proposals to upper management and potential partners Signiﬁcant experience managing advertising, social media, grassroots campaigns and program execution Interest in developing 3rd party partnership opportunities BACKGROUND & RELEVANT EXPERIENCETuesday, May 3, 2011
OBJECTIVES: • Generate awareness around the Elvis Christmas Duets release • Provide tools to drive sales & increase online buzz for Sony BMG’s International Markets • Develop an international digital strategy to reach a new, younger demographic KEY HIGHLIGHTS: • Developed the “Sing With The King” microsite and campaign elements • Consumers generated an e-card of themselves singing a duet with Elvis by creating a recording from their phone • E-card was sent to friends and family and shared via social media sites • Created international marketing strategy and worked with Sony BMG’s international territories to execute • Partnerships with Verizon / Vodafone were established for launch and execution RESULTS: • Increased reach across social media platforms. 20% increase in “Likes” on Facebook • Successful partnership with Graceland was established to help get the word out and send targeted e-blasts • Album debuted #1 in multiple international markets at release PROJECT ELVIS: SING WITH THE KINGTuesday, May 3, 2011
OBJECTIVES: • Create interest around Dudamel’s Opening Night with the LA Philharmonic • Develop a long-term relationship with PBS to bridge the gap between TV, product, and online presence • Drive awareness around his new recordings and catalog KEY HIGHLIGHTS: • Created a strategy to increase online buzz and collect e-mail addresses for ongoing consumer outreach • Established branded microsite which offered a free track to consumers • Microsite included links to PBS and gave information on airings, concerts and an overview on Dudamel’s discography • Site was promoted both online & during LA Phil RESULTS: events via: • Developed a key relationship and partnership with PBS Great • Insert in LA Phil Opening Night Hollywood Bowl Performances Program & Inaugural Events (Circ. 50K) • PBS platforms including website, Facebook, • Grew the Universal Classical list by 25% in 2 months Twitter, blog, dedicated e-blasts • Sweepstakes offering for free tickets a well as • 30% increase in “Likes” on Facebook discounted product in the LA Phil store • Increased visibility of Dudamel’s brand among non-classical • Marketing efforts tied-in with advertising campaign on consumers NPR, Facebook and targeted radio buy PROJECT DUDAMEL: LA PHILHARMONIC OPENING NIGHTTuesday, May 3, 2011
OBJECTIVES: • Create a win-win partnership deal with Spa magazine • Establish new “Stress Free” Music product line • Target non-classical music consumers, interested in spas, meditation, and seeking relaxation time KEY HIGHLIGHTS: • All promotional products,websites, and CDs were branded with Spa magazine’s logo • Spa magazine was included in all online / ofﬂine elements of the campaign • Each CD included a subscription insert card with a special offer from Spa magazine • Utilized a free track giveaway to generate consumer interest and drive subscription sign-up • Bundled a CD sampler with the magazine for both wide distribution and specialty outlets (placement in whole foods & national spas) • Spa magazine promoted the series through • 2 dedicated e-blasts RESULTS: • 2 in-book print ads • Developed a successful partnership with Spa magazine • Social media contests • Sweepstakes • Connected directly with the spa consumer by utilizing Spa magazine’s • Events outlets • Partnership allowed for additional promotion in spas and • Acquired e-mail addresses and generated awareness of the series other lifestyle locations PROJECT SPA MAGAZINE - BRANDED MUSIC SERIESTuesday, May 3, 2011
OBJECTIVES: • To break Brendan James as an artist • Debut in top 5 on the Billboard New Artist Chart • Reach beyond Brendan James’ current fanbase to establish new tour & partnership opportunities KEY HIGHLIGHTS: • Utilized free track giveaway to generate online buzz • Hosted a series of Online Street Team initiatives to engage fans; offering prizes and points towards merch for participation • Secured Discovery Download on iTunes and homepage / genre page banner placement during week of release • Single “The Fall” added to Triple A Radio - medium rotation • Created all promotional tools associated with release: • Launched new website • Music video for “The Fall” • Download cards, merch bundles • Press kits • Tour posters & postcards RESULTS: • Debuted #1 Singer / Songwriter on iTunes and #2 on Billboard • Facebook & Google advertising around major press hits New Artist Chart • Drove Facebook interaction through “post a photo” and “tag • Music featured on One Tree Hill & American Idol a picture” contests & tagging tactics • National appearance on The Rachel Ray Show • Serviced to major press & video outlets PROJECT BRENDAN JAMES - MARKETING CAMPAIGNTuesday, May 3, 2011
OBJECTIVE: Engage mywedding.com consumers to help get the word out about Brendan James CONTEST: A unique contest for mywedding.com users to create a video that expresses their own love story, using Brendan’s music RESULTS: Finalists encourage friends to vote for their video via Facebook. The video with the most hits, wins. PRIZE: Brendan James will perform at their dream wedding. Ends mid-Feb. PROJECT BRENDAN JAMES - MYWEDDING.COM CONTESTTuesday, May 3, 2011
Best Practices & Social MediaTuesday, May 3, 2011
Celine Dion Catalog Michael Jackson Concept Thriller 25 Global Campaign PROJECT: Developed packaging & PROJECT: Constructed global international marketing strategy for campaign, traditional & online the Celine Dion Collection promotional tools & merch items RESULTS: Sales upwards of 300K. RESULTS: One of the bestselling Budget & set-up costs minimal -> catalog campaigns for Sony in High Proﬁtability margin 2008 Beyonce - John Legend - Dangerously In Love Get Lifted PROJECT: Coordinate the release of PROJECT: Coordinate the release of John Legend’s ﬁrst album. Managed Beyonce’s ﬁrst solo album in 2003. online grassroots campaign & Developed promotional tools, street database, touring logistics, merch, team initiatives, and maintained and key relationship with Valentino partnerships RESULTS: Winner of 6 Grammy RESULTS: Debuted #1 on Billboard Top awards. 2MM albums sold to date. 200. 4MM albums sold to date Long-term relationship with Valentino established. BEST PRACTICES EXAMPLES OF CAMPAIGN DEVELOPMENT & RESULTSTuesday, May 3, 2011
Started The Ofﬁcial Bobby McFerrin Facebook page to help support the release of his album, VocABuLarieS. Grew the Partnered with Air Canada to host a Fly Away promotion for the Canadian page to 21,496 fans Tenors. Consumers were driven to Facebook primarily through Air Canada’s targeted e-blasts, social media pages, and website Started The Original Three Tenors Facebook page to support Created an initiative to live on Facebook where fans could sign a virtual The 20th Anniversary collection. Grew the page to X within Placido Domingo Happy Birthday Card. Utilized to promote Domingo months through a strategy of rare video content, audio streams, releases and increase partnership activity with the LA Phil contests, and interviews FACEBOOK PROVEN SUCCESS DEVELOPING A FACEBOOK PRESENCE FOR ARTISTS WITH AN OLDER DEMOTuesday, May 3, 2011
OBJECTIVE: • Grow DG & Decca’s Twitter followers by making & maintaining contact with a hard-to-reach consumer: an older demographic, interested in classical music STRATEGY: • Weekly Contests • Increase conversations on Twitter pages with a similar target consumer. (i.e The Met & Carnegie Hall) • Partnered with classical music venues to offer win-win beneﬁts to their brand by driving consumers to Twitter • Become experts in this genre; frequently offering classical music news and making recording recommendations to consumers • Backstage footage & photos of artists • First Listen initiatives RESULTS: • Followers increased to almost 3K, with a steady rise expected monthly in 2011 PROJECT TWITTER CAMPAIGN: DECCA / DGTuesday, May 3, 2011
Contact info: Valerie M. Torres email: firstname.lastname@example.org cell: 347.556.9015Tuesday, May 3, 2011
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