Manu Portfolio

Hello,
Thank you for taking the time to read my professional portfolio.
Included are examples of news/press releases and an example of a spec
media plan. These works will give you ideas on where I’m at as a writer
and creator. Once again, thank you.
Sincerely,
Kojo Manu

For more information:
Kojo Manu
manu@susqu.edu
FOR IMMEDIATE RELEASE
Spring Carnival Once Again a Success
SELINSGROVE, Pa. (April 27, 2014)- The annual carnival organized by the Students Activities
Committee brought together many, new and old, Susquehanna community members.
Students and teachers flocked to the parking lot behind TRAX, where the carnival was
being held. Some of the rides included: a tea cup ride and a “Gravitron” machine. In addition to
the rides, there were various carnival games such as ring toss and balloon popping booths.
Numerous people went home with stuffed animals, goldfish, or candy.
“I don’t actually know how many people came,” said Tim Toth, an executive member of SAC. “I
just know at least 250 came because we ran out of all of our shirts so fast.”
Tim was also one of the many graduating seniors who came to the carnival to experience
it one last time. A lot of seniors did end up not going, but the ones who did attended described
the experience as: “bitter-sweet,” “nostalgic” and a “great last Spring Weekend.”
The amount of money raised by the carnival has not be tallied up yet, but the exact
numbers will come out relatively soon.
In addition to making money, the carnival also had another purpose. The carnival is
meant to be part of the Spring Weekend festivities, which was created for students to relax
before their upcoming finals, as well as allowing teachers and community members to have fun
with their families.
###

Contact: Kojo Manu, manu@susqu.edu
Theta Chi Chapter Plans ΘX Stock
SELINSGROVE, Pa. (April 1, 2014)- On Saturday, April 5, the Beta Omega Chapter of Theta
Chi Fraternity will be hosting an event titled: ΘX Stock.
ΘX Stock, taking inspiration from the 1969 Woodstock, is a music festival where
members of the Selinsgrove and Susquehanna Community will be able to listen to music as well
as enjoy various grilled foods prepared by the brothers of Theta Chi. In addition to the food and
the music, there will be lawn games and various raffles for local businesses. The festival will
take place in the patio outside of Benny’s at 12-6 pm. The musical acts include: DJ Turtleboss; a
local Susquehanna student, the a cappella group Harmonic Combustion, and more.
This year, ΘX Stock will be held as part of the opening ceremony of Susquehanna’s
Greek Week. To begin Greek Week, fraternity and sorority members will participate in a chariot
and banner creation contest in keeping with this year’s “Hunger Games” theme. Following the
chariot line up, members of the Greek community will ride their chariots to ΘX Stock site where
their constructions will be judged by a panel.
Dan Smith, a Theta Chi member, had this to say about the event: “I think people should
be very excited this year. This time we’re more organized, more prepared, and everything will be
better. Last year, most people didn’t even know when the event was.”
All the ΘX Stock proceeds will go to the organization: To Write Love on Her Arms, an
organization that raises awareness for people suffering from depression and contemplating
suicide.

Theta Chi- Beta Omega chapter was founded in 1942 and has since seen over 400
members go through their ranks. They started ΘX Stock in an effort to create an annual
philanthropy event that can be carried on from member generation to member generation.
###

Apple, Inc.
1 Infinite Loop
Cupertino, CA 95014
Contact: John Smith
(415) 555-8631
June 8, 2015
APPLE ANNOUNCES NEW ON DEMAND MUSIC
STREAMING SERVICE
SAN FRANCISCO- Today, Apple has decided to step into the ring with other music
streaming services by announcing: Apple Music.
Apple Music boasts over 30 million songs, which will be readily available to be streamed
by users in over 100 countries upon launch. The service will also include streaming of
10,000 ad-free, high definition music videos for all subscribers. In addition to the music
and music video streaming, Apple Music includes other features.
The first additional feature is simply titled: Connect. Connect is a system that will allow
artists to interact with their fans through personal playlists and content exclusive to
Apple Music.
Beats One, is the final Apple Music feature. Beats One is an internet radio station that
will use real on air DJs to curate playlists that will broadcast worldwide simultaneously.
Beats One gets its namesake from Apple’s 2014 acquisition of Beats Entertainment.
“In 2015, the music industry is a fragmented mess,” said Beats Entertainment co-
founder, Jimmy Iovine. “That’s why Apple intended to bring curated radio, personal
collections, an on-demand catalog and interaction with artists all in one place.”
Apple has revolutionized digital music listening with the creation of iTunes and the iPod
in 2001; as well as the creation of the iTunes Store in 2003. All three inventions have
since become staples in multiple homes, workplaces, and lives.
Apple CEO, Tim Cook, had this to say, "We've had a long relationship with music, and
music has had a rich history of change, some of which we've played a part in.”
Apple Music is expected to launch on June 30 with a price tag of $9.99 a month and will
be available on: iOS, Mac PCs, and Windows PCs with other platforms coming later this
year.
###

For Further Information Contact: John Smith
(415) 555-8631
IK Enemkpali Would Like to Apologize
FLORHAM, N.J. (Aug. 11, 2015)- In response to what transpired in the team locker room, I
would like to announce that the New York Jets and myself have decided to part ways.
First and foremost: I would like to apologize to Geno Smith. There is no reason why there
should be any violence among teammates even if we have a disagreement. I escalated it to a
point where I affected your job and livelihood. There are no words that can express the regret I
feel for injuring you.
I would also like to apologize to the New York Jets coaching staff, front office, and fans. There’s
no other way to put it other than: I let you down. Moving forward, I will strive and work toward
being a better role model and a better player wherever life takes me next.
The only silver lining in this situation is that I hope it is used to teach people, particularly
younger individuals, that there are consequences for your actions. This could teach them that
they need to stay calm in all situations and talk things out, rather than resorting to violence.
I do not know what the future holds for me, but I hope to keep playing professional football. I
am fully prepared to deal with the consequences of my actions and to use my departure from
the team as both a learning and teaching experience. Thank you.
###

Contact: John Smith
(415) 555-8631
100 Winchester Circle,
Los Gatos, CA 95032
Aug. 4, 15
Netflix Announces Unlimited Maternity and Paternity Leave
LOS GATOS, Calif.- Today, Netflix is proud to announce that we will be giving one year,
unlimited maternity and paternity leave for new parents to all of our US and Canadian
employees.
The policy works for both couples where a partner has just given birth and for parents who
have just adopted a child. The new policy allows new parents to come and go as they please.
They can go for a few days, weeks, or months. New parents are also allowed to go from a full
time position to working part-time, while still receiving their full time benefits.
“...We work hard to foster a ‘freedom and responsibility’ culture that gives our employees
context about our business and the freedom to make their own decisions along with the
accompanying responsibility,” says Netflix Chief Talent Officer, Tawni Cranz.
“This new policy, combined with our unlimited time off, allows employees to be supported
during the changes in their lives and return to work more focused and dedicated”
Netflix also hopes that this new policy will spark a change in how other companies and business
see and operate around maternity and paternity leave. Being a new parent isn’t necessarily
easy and we want to give our employees the chance to be relaxed and focused on building their
family before rejoining ours.
We do not just want to be known as a service that many people around the world use. We also
want to help by changing the way the business world looks at parenthood.
For more information you can visit the Netflix employee website or contact John Smith (see top
of page for contact information).
###

1000 Nicollet Mall
Minneapolis, Minnesota 55403
Contact: John Smith
(415) 555-8631
MINNEAPOLIS- After an arduous search process, we would like to announce that Brian Cornell
will be the new CEO and chairman of the Board of Directors of Target Corporation.
Cornell impressed us greatly with not only his leadership ability; but also his attention to detail
and care for the consumer. He shows a deep understanding of how consumers prefer to be
treated when they enter a Target location. He also showed that he’s willing to listen to the
consumer and adapt to what they want. That is the making of a great CEO.
Cornell attended UCLA and earned a bachelor’s degree and also attended the Anderson
Graduate School of Management. After college, Cornell gained over 20 years of CEO and other
executive experience with numerous companies including: PepsiCo Americas Food, Sam’s West
Inc., and Michael’s Store Inc.
“I am honored and humbled to join Target as the first CEO hired from outside the company,”
said Cornell. “I am committed to empowering this talented team to realize its full potential,
lead change and strengthen the love guests have for this brand,”
Brian Cornell’s new roles within the Target Corporation will become effective Aug. 12, 2014.
###

RANDALLSTOWN, Md. (Sept. 15, 2015)- Today, Kojo Manu has announced that he will be
stepping down from his position at Digital Castle LLC.
“I think it’s time for me to move on,” Manu said. “I need to explore more options in order to
grow more as a worker, promoter, and person. I am thankful for all of the opportunities and
experiences that Digital Castle has given me”
After spending time in Ghana, West Africa taking care of family; Kojo Manu came to
Digital Castle in February of 2015. He was hired in order to help the company with their
transition from their previous location; as well as to assist in day to day operations.
Founder and CEO of Digital Castle, Nicholas Du Bois, had this to say of Manu: “Kojo was
a big help. Once we moved to our new location, it was a gift and a curse. We had a huge
increase in customer traffic and work requests, which of course helped the brand a lot.
However, it was just me working there full time with my wife working part time on certain days.
Kojo really helped the productivity by working on computers; as well as helping design graphics
and sign creation.”
Manu’s resignation is effective on Saturday, Sept. 26. He did not hint if he had any
official offers only stating that he had “some things in the works.”
Digital Castle is a privately owned company, established in their Randallstown location
after moving from Reisterstown in January of 2015. For more information contact Nicholas Du
Bois using the number listed at the top of the page.
###

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I. EXECUTIVE SUMMARY Page 2
Audience and Objectives……………………………………………………………………………………………….PAGE 3
Scope and Media Mix………………………..………………………………………………………………………….PAGE 3
II. SITUATIONAL ANALYSIS Page 4
Trends in Music Listening………………………….……………………………………………………………….…PAGE 5
The Online Music Consumer…………………….……………….……………………………………..……..……PAGE 5
S.W.O.T. Analysis……………………………….……………………………………………………..…………….…..PAGE 6
Competitive Environment……………………….……………………………………………………..…………….PAGE 7
III. MEDIA STRATEGY Page 9
Media Overview………………………………..……………………………………………………………………….PAGE 10
Media Mix Graph……………………..………………………………………………………………………………..PAGE 10
Media Methods………………………..………………………………………………………..………………………PAGE 11
Online Advertising…………………………………….…………………………………………………………….…PAGE 12
Misc./Social Media Advertising………………………………………..…………………………………….….PAGE 14
Celebrity Endorsement………………………………………..…………………………………………………….PAGE 15
The 1st
Contest……………………………………………………………………………………………………………PAGE 16
The 2nd
Contest…………………………………...………………………………………………….………………….PAGE 19
Celebrity Endorser…………………………….………………………………………………………………………..PAGE 20
Schedule……………………………………………….…………………………………………………………………….PAGE 21
Media Examples……………………………………………………………………………………….…………………PAGE 22
Budget Considerations………………………………….…………………………………………………………….PAGE 24
IV. CITATIONS/CREDITS Page 26
Picture Credits……………………………………………………………………………………………………………PAGE 27
Citations…………………………………………………….………………………………………………………………PAGE 29
TABLE OF CONTENTS

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Audience and Objectives
• Target Audience:
Our target audience will be young adults ages 18-24,
particularly music loving, social, and active college
students
• Marketing and Advertising Objectives:
1. Increase number of United States subscribers
by 10%
2. Reach new listeners and music fans by
implementing an 8 month (34 week) long
awareness campaign.
Scope and Media Mix
• Geographic Scope:
This is a national (U.S.) campaign, but there will be a bit more focus on areas where:
1. Streaming music is popular
2. Students are reportedly more “social.”
• Media Mix:
1. Celebrity endorsement
2. Concert event
3. Contest (national)
4. Web banners/Web backgrounds
5. Billboards (National)
6. Direct Mail (National)
7. YouTube Ads
8. Google Ads
9. Social media marketing
I. EXECUTIVE SUMMARY

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II. SITUATIONAL ANALYSIS

- 5 -
The amount of physical music CDs or even digital CDs is down drastically from the 90s and
other early periods. Back in the day, albums were able to become certified platinum (ship 1
million copies) by the Recording Industry Association of America with ease. But now save for
a select few artists, such as Taylor Swift and Kanye West, most musicians don’t sell that near
1 million copies even with numerous chart topping hits.
The main reason for this change is the rise of internet usage. Many people opt to download
an album for free from a file sharing site; rather than paying artists like they were required to
do earlier. Another reason is music streaming. Streaming music through ad supported
websites/apps or subscription music services have allowed people to stream as much music
as they want for a low price.
Trends in Music Listening
• On Demand music streaming up 54%
(2013-2014)1
• Physical and digital album sales down
11.2% (2013-2014)2
The Online Music Consumer
According to Nielsen Holdings N.V., 19% of online music consumers are 18-24/college
aged3
II. SITUATIONAL ANALYSIS
Music Streaming in Millions

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Strengths
 YouTube partnership/collaboration
o YouTube ads taken away from music
videos
o YouTube well known/well used brand
 Google name
o Google is one of the most trusted brands
in America4
o More than 500 million Gmail accounts.
(Gmail needed to sign up)
 Many colleges/universities use
Gmail.
 Unique features
o Ability to store and listen to own music
anywhere
o Ability to stream or buy/store music
o Free storage of 50,000 songs
Weaknesses
 Not many people know about service
o Limited advertising
 Not available in all continents
o Missing Japan, China, and all countries in
Africa
 No offline desktop application
 Features
o No collaborative playlist like Spotify
Opportunities
• Global expansion
o Particularly in Africa and Asia where
some of the most populated cities in the
world (such as Shanghai and Lagos)
• Joint ventures with artists from different genres
• Increase in sales in already acquired territories
• Make service the premier music app for Android
system users
• Android Wear expansion
• Expansion to Google Chromecast and
Chromecast Audio
Threats
 Competition (Spotify, Beats Music, Pandora,
iTunes) that have some unique features
o Especially the free services
 Music sales are down due to piracy
 Musicians don’t fully support streaming services
o Taylor Swift in particular doesn’t yet
allow her music to be streamed on any
service.
S.W.O.T. Analysis
II. SITUATIONAL ANALYSIS, Part 2

- 7 -
Competitive Environment
1. Spotify
• Around 15 million subscribers, 60+ million active users5
• Around 30 million songs6
• Offers a free, ad supported tier
• Very popular already
• Collaborative playlists
• In program apps
2. Pandora
 Around 250 million registered users7
 Over 1 million songs8
 Offers a free, ad supported tier
 Music matching service
3. Apple Music
 $9.99 a month/$14.99 for a family plan
 Apple very trusted brand9
 Very popular celebrity endorser: platinum selling rapper
Drake
 Exclusive content
 Internet radio
4. TIDAL
 $9.99 a month/$19.99 for high fidelity streams
 High fidelity CD 1411 kbit/s streaming
 Large number of celebrity endorsers
o Including Jay Z and Beyoncé
 Internet radio
 Exclusive content

- 8 -
Competitive Environment, cont.
COMPARE THE COMPETITION TO:
Google Play Music
• Around 30 million songs10
• Includes “YouTube Music Key” (Over 1 billion YouTube
accounts)
• $9.99 a Month
• Free music locker storage of 50,000 songs
• Free curated activities playlists
• Free radio streaming
Another problem is that many students do not use
Google Play Music that often compared to other
services. According of a 2014 survey by Chegg, only 5% of
students use Google Music most often compared to
other music services. 11

- 10 -
MEDIA OVERVIEW
A study by MarketingCharts.com has shown that college students primarily pay a lot of attention to
recommendations from family and friends, as well as free samples12
The best plan would be to spend a budget of $10 million only various media methods. The budget
would go toward advertising online, a direct mail campaign, billboards, and a large celebrity
endorsement deal.
III. MEDIA STRATEGY
Media Mix

- 11 -
Media Methods
There are a few things to emphasize on any of the advertising platforms:
1. “Don’t Set Limits on Your Listening”
a. This should be the tagline that is used constantly. It emphasizes that with Google
Play Music a user can upload and
listen to their music (mixtapes,
remixes, covers, etc.) and not be
limited just by the Google Play
Music library.
2. “You use Google for everything. Why not
music?”
a. Google is one of the biggest
search engines, many people use
Gmail, and many people own
Android phones. All of these
things are run by Google. Ads
should use the Google name to
the fullest.
3. Emphasize “good times”
a. Link the fact that students and other subscribers can associate their fun, leisure,
and entertainment with using Google Play Music.
4. Emphasize the celebrity endorser
a. In direct mail campaign feature the endorser on post cards
b. Feature the endorser’s music in YouTube ads.
5. Emphasize 2-for-1 service
a. Mention that a subscriber is getting two services (Google Play Music and YouTube
Music Key) for the price of one
III. MEDIA STRATEGY, Part 2

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Online Advertising
The focus will be on ten websites and be geared towards men and women, ages 18-24.
$950,000 will be spent total, which is around $11,875 a month on each site.
The different types of online ads should include: banners, display, background skins, and
mobile ads.
Websites
1. Total Frat Move/Total Sorority Move
 Owned by Grandex, Inc.
 Target: College aged men and women
 Combined total of 30 million visits monthly13
 Combined 20.5 million unique views
monthly14
 Combined total of 210k Facebook likes15 16
 Combined total of over 970k Twitter
followers17 18
 Combined total of over 375k Instagram followers19 20
 Forms of ads: Web banners, background skins, featured editorials, mobile banners
2. Bro Bible
 Owned by Woven Digital
 Target: Men ages 18-34 with an affinity for music, fitness,
and more
 Around 3.1 million views monthly21
 Over 430k Facebook likes22
 Over 126k Twitter followers23
 Over 17k Instagram followers24
 Forms of ads: Web banners & background skins
3. Elite Daily
 Target: “Millennials,” men and women ages 18-34
 Over 2.1 million Facebook likes25
 Forms of ads: Web banners, background skins, & mobile banners

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Online Advertising, cont.
4. Niche
 Target: Parents and young adult students searching for
colleges
 Over 6 million visits monthly28
 Over 16.5k Twitter followers30
 Forms of ads: Web banners, background skins, & featured
editorials
5. Buzzfeed
 Target: 18-34 year old men and women
 200 million unique views monthly31
 Over 5 million Facebook likes32
 Over 2.29 million Twitter followers33
 Forms of ads: Web banners, background skins, & sponsored articles
6. XXLMag.com
 Target: Rap and R&B fans 18-34
7. DatPiff
 Target: Rap and R&B fans 18-34
 Over 6 million visits monthly38
 Over 1.1 million Facebook likes39
 Forms of ads: Web banners & background skins
8. EDM.com
 Target: Electronic dance music fans.
 Over 136k Twitter follower42
III. MEDIA STRATEGY, Part 2III. MEDIA STRATEGY, Part 4

- 14 -
Online Advertising, cont.
9. Your EDM
 Target: Electronic dance music fans
 Over 4 million unique visits each
month43
 Over 73.6k Twitter followers46
 Over 18.8k Instagram followers47
10.Pitchfork
 Target: music listeners ages 18-34
 5 million unique visits each month48
 Over 2.66 million Twitter followers50
Misc. Web Advertising/Social Media
Our main target demographic is known to use social media extensively. That is why in
addition to the websites listed above, Google Play Music should advertise on the following
platforms:
1. YouTube
 Front page:
o Ads run once a month (on the 1st
Friday).
o Spend $400,00052
 For 8 months= $3,200,000 total
 15 Second ads before videos:
o Spend $111,111 a month
 For 8 months= $888,888 total
 Video ads should emphasize:
1. Social events
2. Celebrity endorser/behind the scenes footage
3. “You use Google for everything else. Why not music?”
4. Possible logo ad
2. Google
 Create a Google doodle to advertise
 Advertise on the bottom of the Google home
page

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Misc. Web Advertising/Social Media, cont.
3. Facebook
 Spend $62.5k a month
o $500k spent over 8 months
 Spread the budget between desktop and mobile
advertising
 Maintain a Facebook page that features behind the scenes videos of endorser.
4. Twitter
 Promoted trending topic
 $200,000 a day. Once a month (2nd
Saturday). 53
o For 8 Months= $1,600,000 total
 Spread the budget between desktop and mobile advertising
 Maintain a Twitter page
o Tweet about sales, new music added, and new app
features
5. Instagram
 Spend $62.5k a month
o $500k spent over 8 months
 Have endorser appear in behind the scenes videos and pictures
on account page
Celebrity Endorsement
25% of Students Will Try a Product if they sponsor an
event of their favorite artist54
. In order to capitalize
that, Google Play Music should hire a celebrity
endorser.
In addition to students trying a product that an artist
they like sponsors, 18% of them, also pay attention to events surrounding the artists55
. The
best action would create an event surrounding the endorser. Have the concert be exclusive to
Google Play Music subscribers.

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The Ohio State University
The 1st
Contest
Competition is a good way to get college students excited. You don’t have to look much
farther than collegiate sports to see this. Another example is the Kickstarter for the Blue
Mountain State movie, which had a competition between schools on who could raise the
most money for the movie. The movie ended up raising over $500k than its initial goal and
went on to become one of Kickstarters most successful projects.
The contest would be to see which college or university can gain the most Google Play Music
subscribers by the end of the school year (May). The school winner would win an exclusive
concert, performed by the celebrity endorser, free for all students.
All colleges and universities in the United States are allowed to compete. However, schools
where streaming music is popular and students are reportedly more “social” should be
targeted and advertised to more.
List of Schools to Put Emphasis On
Contest Target Schools: North
1. The Ohio State University-Columbus, OH.
• Ranked 21 in Spotify’s “Most Musical
Universities” 2014 report56
• More than 57k students57
2. University of Wisconsin-Madison, WI.
• Ranked #8 Party School in 2014 by The Princeton
Review58
3. University of Michigan-Ann Arbor, MI.
4. Purdue University, IN.
• Ranked 19 in Spotify’s “Most Musical Universities” 2014 report63
5. University of Iowa, IA.
• Ranked #2 Party School in 2014 by The Princeton Review65

- 17 -
University of Florida
Syracuse University
The 1st
Contest, cont.
Contest Target Schools: South
1. University of Florida, FL
• Ranked #10 Party School in 2014 by
The Princeton Review67
• Ranked 33 in Spotify’s “Most
Musical Universities” 2014 report68
2. University of Texas-Austin, TX
• Ranked 39 in Spotify’s “Most
3. Texas A&M, TX
4. West Virginia, WV
5. Duke University, NC
Contest Target Schools: East
1. Syracuse University, NY
• Ranked #1 Party School in 2014 by
The Princeton Review77
2. Rutgers University, NJ
3. Pennsylvania State University-University Park, PA
• Ranked 31 in Spotify’s “Most Musical Universities” 2014 report82
4. University of Maryland-College Park, MD
5. Boston University, Mass.

- 18 -
Arizona State University
The 1st
Contest, cont.
Contest Target Schools: West
1. Arizona State University, AZ
• Ranked #7 in Spotify’s “Most Musical
2. University of Southern California, CA
• Ranked #30 in Spotify’s “Most
3. University of Washington, WS
• Ranked #5 in Spotify’s “Most Musical
4. University of Oregon, OR
5. California Polytechnic State University, CA
• Ranked #1 in Spotify’s “Most Musical Universities” 2014 report95
How to Reach Schools
There are two ways that the colleges/universities will be directly advertised to:
1. Direct Mail Campaign
• Once a Month for 8 Months
o 70,000 Full Color Postcards = $1,663.6297
For 20 Schools= $33,272.40
For 8 Months= $266,179.20
• A differently designed postcard placed in every student’s mailbox
• Emphasize:
1. 2 for 1 subscription
2. Wiz Khalifa
3. The Contests

- 19 -
How to Reach Schools, cont.
2. Billboards in Surrounding Areas
• One billboard in each of the surrounding area of the “focus” schools
o $3000 per month98
 For 20 areas= $60,000 per month
 For 8 months= $480,000 total
• Emphasize:
1. 2 for 1 subscription
2. Celebrity endorser
3. The contests
The 2nd
Contest
A second national competition will also be held simultaneously. Some students might think
that it’s pointless to subscribe because there is no way their school can compete with the
larger, more populated schools.
In order to still get the students interested, there will also
be a chance for every Google Play Music
subscriber/aspiring musician to win a chance to gain a
verse from the celebrity endorser on one of their own
songs. They also could win the chance to perform the song
with Wiz Khalifa at whichever school wins the first
contest.
Submissions should be turned in during the first four
months of the marketing blitz; in order That gives more time listen to each submission. The
songs will be judged by a panel of listeners. The final 10 songs will be posted to Google Play
Music and subscribers will be able to vote on who they think should win by the end of the
eight months.

- 20 -
Celebrity Endorser
When choosing a celebrity endorser it’s important to find a
celebrity that is well liked and well known to the target
audience.
The best type of artist to go for is rapper or hip hop musician.
Hip hop is the most streamed genre99
and hip hop is able to
blend in with many different genres seamlessly, which is
good for the 2nd
competition that will be mentioned below.
In doing research it was found that rapper Wiz Khalifa would
be a great choice for the endorser. Wiz Khalifa has nine RIAA
certified Gold or Platinum singles100
and two Billboard Hot
100 number one singles101
. Khalifa has also collaborated with
artists across multiple genres including Miley Cyrus, Usher, &
Maroon 5.
Google Play Music would pay Wiz Khalifa $1,000,000 for 8
Month Endorsement. Khalifa gets around $115k102
for a
performance and his fee for appearing on a song is around
$15k103
. The $1 million will take care of those rates and also
include a bonus for: appearing in and having music used in
YouTube video ads and appearing on flyers for direct mail
campaign.

- 21 -
Schedule

- 22 -
Web Page Skin #1
Web Page Skin #2
Media Examples

- 23 -
Web Banner #2
Web Banner #1
Media Examples, cont.

- 24 -
Post Card #1
Post Card #2
Post Card #3
Media Examples, cont.

- 25 -
Budget Considerations
The following are a couple of things to take into consideration. The remaining amount of the
budget can go toward some of these costs:
1. Price of concert
o Consider a co sponsor (Red Bull, Monster Energy)
2. Cost of hiring graphic designers, video editors, etc.
3. Cost of maintaining social media pages
4. Cost of using other artists in advertisements

- 26 -
IV. CITATIONS / CREDITS

- 27 -
Picture Credits
Page 1:
1. Group of College Students. Digital image. Campus Blues on WordPress. N.p., n.d. Web.
<https://campusblues.files.wordpress.com/2009/12/photo-for-student-access-and-
opp-guide-march-2008.jpg>.
Page 3:
1. Spotify Logo. Digital image. N.p., n.d. Web.
<http://www.jeffreyphilipnelson.com/Pictures/>.
2. Pandora Logo. Digital image. Pando. N.p., n.d. Web.
<http://pando.com/2013/09/16/pandora-files-to-raise-up-to-279-4-million-by-selling-
12-1-million-shares/>.
3. Apple Logo. Digital image. OSX Daily. N.p., n.d. Web.
<http://osxdaily.com/2010/10/15/carve-an-apple-logo-pumpkin/>.
4. TIDAL Logo 1. Digital image. Cision News. N.p., n.d. Web.
<http://news.cision.com/tidal/i/tidal-logo-white-on-black,m8909>.
Page 4
1. Google Play Music Logo. Digital image. Google Play Store. N.p., n.d. Web.
<https://play.google.com/store/apps/details?id=com.google.android.music>.
Page 5
1. Attention Paid to Advertising by College Students. Digital image. Marketing Charts.
N.p., n.d. Web. <http://www.marketingcharts.com/online/which-types-of-ads-do-
college-students-pay-attention-to-44096/>.
Page 6
1. College Crowd Surfing. Digital Image. Alive Campus. N.p., n.d. Web.
<http://alivecampus.com/wp-content/uploads/2014/06/party-header-1.jpg>
Page 7
1. Total Frat Move Logo. Digital image. YouTube: Total Frat Move Videos. N.p., n.d. Web.
<https://www.youtube.com/user/TotalFratMoveVideos>.
2. Total Sorority Move Logo. Digital image. App Tweak. N.p., n.d. Web.
<https://www.apptweak.com/total-sorority-move/iphone/jp/en/app-marketing-app-
store-optimization-aso/report/442045770>.
3. Bro Bible Logo. Digital image. Kim Hakkinda. N.p., n.d. Web.
<http://kimhakkinda.com/BroBible/105983078630528167080>.
4. Elite Daily Logo. Digital image. N.p., n.d. Web.
<http://static1.squarespace.com/static/54dda511e4b0693c885f1f51/t/5509e9d9e4b0
b596bc2f429e/1426713050854/EliteDaily>.
IV. CREDITS / CITATIONS

- 28 -
Picture Credits, cont.
Page 8
1. Niche Logo. Digital image. Niche. N.p., n.d. Web. <https://niche.com/images/niche-
logo-full.png>.
2. Buzzfeed Logo. Digital image. N.p., n.d. Web.
<http://static1.squarespace.com/static/52b3aae6e4b00492bb71aa3d/t/53ac2e77e4b
0e27670a42f52/1403793017291/buzzfeed-logo.jpg>.
3. XXL Magazine Logo. Digital image. Magazine Discount Center. N.p., n.d. Web.
<http://www.magazinediscountcenter.com/uploads/images/full/4d509ee5efea5dc95
a782486473155e1.jpg>.
4. Dat Piff Logo. Digital image. Promo Palace Blog. N.p., n.d. Web.
<http://www.promopalaceblog.com/wp-content/uploads/2013/09/datpiff-vector-
logo-02.gif>.
5. EDM.com Logo. Digital image. Untz. N.p., n.d. Web. <https://www.untz.com/wp-
content/uploads/2013/12/edm.jpg>.
Page 9
1. Your EDM Logo. Digital image. Your EDM. N.p., n.d. Web.
<http://www.youredm.com/2013/05/11/your-edm-is-looking-for-writers/>.
2. Pitchfork Logo. Digital image. Wikimedia Commons. N.p., n.d. Web.
<http://commons.wikimedia.org/wiki/File:Pitchfork_Media_Logo.svg>.
3. YouTube Logo. Digital image. Logok. N.p., n.d. Web. <http://logok.org/youtube-logo/>
4. Google Logo. Digital image. DailyTech. N.p.,n.d. Web.
<http://www.dailytech.com/Exclusive+Googles+New+Search+Icon+Was+Created+in+
2008+by+Russian+Designer/article37480.htm>
Page 10
1. Facebook Logo. Digital image. Under Consideration. N.p.,N.d. Web.
<http://www.underconsideration.com/brandnew/archives/facebook_2015_logo_det
ail.png>
2. Twitter Logo. Digital image. Tech Crunch. N.p., N.d. Web.
<https://tctechcrunch2011.files.wordpress.com/2012/09/twitter-logo.png>
3. Instagram Logo. Digital image. Cyber PR. N.p.,n.d. Web
<http://cyberpr.com/assets/instagram-logo-transparent-
background_zps6befc220.gif>
Page 11
1. The Ohio State University. Digital image. N.p., n.d. Web.
<http://via1.org/travel/osu/>.
IV. CREDITS / CITATIONS, PART 2

- 29 -
Picture Credits, cont.
Page 12
1. University of Florida. Digital image. Earth First. N.p., n.d. Web.
<http://earthfirstjournal.org/newswire/2013/12/15/anti-ge-tree-activists-kicked-off-
florida-university-campus-spied-on-by-fbi/>.
2. Syracuse University. Digital image. Cryo Cooler. N.p., n.d. Web.
<http://cryocooler.org/2013/syracuse-university-campus/>.
Page 13
1. Arizona State University. Digital image. Online School Center. N.p., n.d. Web.
<http://www.onlineschoolscenter.com/30-online-schools-highest-graduation-rates/>.
Page 14
1. Microphone on Stage. Digital image. Digital Gutter Space. N.p., n.d. Web.
<http://www.digitalgutterspace.com/wp-content/uploads/2015/05/DGS-Blog.jpg>
Page 15
1. Wiz Khalifa 1. Digital image. Pro Wrestling Wiki. N.p., n.d. Web.
<http://img3.wikia.nocookie.net/__cb20150302222305/prowrestling/images/e/ed/W
iz_Kalifa.jpg>.
2. Wiz Khalifa Performing. Digital image. BET.com. N.p., n.d. Web.
<http://www.bet.com/video/106andpark/106guestrewind/wiz-khalifa-106-and-park-
3366.html>.
Citations
1. Nielsen N.V. 2014 Nielsen Music U.S. Report. Research Report. New York, NY: Nielsen
N.V., 2014.
<http://www.nielsen.com/content/dam/corporate/us/en/public%20factsheets/Soun
dscan/nielsen-2014-year-end-music-report-us.pdf>. Page 1
2. ^ibid. Page 2
3. Nielsen N.V. The U.S. Entertainment Consumer Report: State of Media. Research
Report. New York: Nielsen N.V., 2013. Page 8
4. Sage Frog Marketing Group. The Top 50 Most Trusted Brands. Doylestown: Sage Frog
Marketing Group, 2015. Page 3
5. Spotify Ltd. 15 for ’15! 12 January 2015. Article.
<https://news.spotify.com/us/2015/01/12/15-million-subscribers/>.
6. Spotify Ltd. What is Spotify? n.d. Article.
<https://press.spotify.com/us/information/>.
7. Fitchard, Kevin. Pandora: We Want to be the FM Radio of the connected Car. 15
October 2014. Article. <https://gigaom.com/2014/10/15/pandora-we-want-to-be-the-
fm-radio-of-the-connected-car/>.

- 30 -
Citations, cont.
8. Pandora. Press Room. Pandora Announces January 2014 Audience Metrics. Pandora
Press. N.p., 5 Feb. 2014. Web.
<http://press.pandora.com/phoenix.zhtml?c=251764&p=irol-
newsArticle&ID=1897420&highlight=>.
9. Sage Frog Marketing Group. The Top 50 Most Trusted Brands. Doylestown: Sage Frog
Marketing Group, 2015. Page 3
10. About Google Play Music All Access. n.d.
<https://play.google.com/about/music/allaccess/
11. Chegg Media Center. Netflix & Pandora Top The List of Students’ Streaming
Preferences, Others Not Too Far Behind. 8 July 2014.
<http://mediacenter.chegg.com/2014/07/08/netflix-pandora-top-the-list-of-students-
streaming-preferences-others-not-too-far-behind/>.
12. Marketing Charts Staff. Which Types of Ads Do College Students Pay Attention to? 15
July 2014. Article. <http://www.marketingcharts.com/online/which-types-of-ads-do-
13. Grandex, Inc. Grandex 2014 Media Kit. Media Kit. Austin: Grandex, Inc., 2014. Page 5
14. ^ibid. Page 5
15. Total Frat Move|Facebook Page. n.d. <https://www.facebook.com/totalfratmove>.
16. Total Sorority Movie|Facebook Page. n.d.
<https://www.facebook.com/totalsratmove>.
17. Total Frat Move|Twitter Page. n.d. <https://twitter.com/totalfratmove>.
18. Total Sorority Move|Twitter Page. n.d. <https://twitter.com/totalsratmove>.
19. Total Frat Move|Instagram. n.d. <https://instagram.com/totalfratmove/>.
20. Total Sorority Move|Instagram. n.d. <https://instagram.com/totalsororitymove/>.
21. Woven Digital. "Bro Bible 2011 Media Kit." Media Kit. 2011.
22. Bro Bible|Facebook Page. n.d. <https://www.facebook.com/BroBible>.
23. Bro Bible|Twitter Page. n.d. <https://twitter.com/brobible>.
24. Bro Bible|Instagram. n.d. <https://instagram.com/brobibleofficial/?hl=en>.
25. Elite Daily|Facebook Page. n.d. <https://www.facebook.com/EliteDaily>.
26. Elite Daily|Twitter Page. n.d. <https://twitter.com/elitedaily>.
27. Elite Daily|Instagram. n.d. <https://instagram.com/elitedaily/?hl=en>.
28. Niche.com, Inc. Niche 2015 Media Kit. Media Kit. Pittsburg: Niche.com, Inc., 2015.
29. Niche|Facebook Page. n.d. <https://www.facebook.com/nichesocial>.
30. Niche|Twitter Page. n.d. <https://twitter.com/nichesocial>.
31. BuzzFeed. BuzzFeed|Advertise. n.d. <http://www.buzzfeed.com/advertise>.
32. BuzzFeed|Facebook Page. n.d. <https://www.facebook.com/BuzzFeed>.
33. . BuzzFeed|Twitter Page. n.d. <https://twitter.com/buzzfeed>.
34. BuzzFeed|Instagram. n.d. <https://instagram.com/buzzfeed/>.

- 31 -
Citations, cont.
35. XXL Magazine|Facebook Page. n.d. <https://www.facebook.com/pages/Xxl-
Magazine/110182495664526>.
36. XXL Mag|Twitter Page. n.d. <https://twitter.com/xxl>.
37. XXL|Instagram. n.d. <https://instagram.com/xxl/>.
38. Idle Media, Inc. Dat Piff 2012 Media Kit. Media Kit. Leesport: Idle Media, Inc., 2012.
39. DatPiff|Facebook Page. n.d. <https://www.facebook.com/DatPiff>.
40. DatPiff|Twitter Page. n.d. <https://twitter.com/datpiff>.
41. EDM.com|Facebook Page. n.d. <https://www.facebook.com/edm?_rdr=p>.
42. EDM.com|Twitter Page. n.d. <https://twitter.com/theedmnetwork>.
43. EDM.com|Instagram. n.d. <https://instagram.com/edm>.
44. Your EDM. About Us. 2015. <http://www.youredm.com/about-us/>.
45. Your EDM|Facebook Page. n.d. <https://www.facebook.com/YourEdm>.
46. Your EDM|Twitter Page. n.d. <https://twitter.com/YourEDM>.
47. Your EDM|Instagram. n.d. <https://instagram.com/youredm/?hl=en>.
48. Pitchfork Advertising. n.d. <http://pitchfork.com/ad/>.
49. Pitchfork|Facebook Page. n.d. <https://www.facebook.com/Pitchfork>.
50. Pitchfork|Twitter Page. n.d. <https://twitter.com/pitchfork>.
51. Pitchfork|Instagram. n.d. <https://instagram.com/pitchfork/>.
52. Johnson, Lauren. What $4.5 Million Could Buy If Spent on Social Ads Instead of Super
Bowl Spots. 30 January 2015. Article.
<http://www.adweek.com/news/technology/what-45-million-could-buy-if-spent-
social-ads-instead-super-bowl-spots-162485>.
53. Fiegerman, Seth. Report: Twitter Now Charges $200,000 For Promoted Trends. 11
February 2013.
54. Nielsen N.V. Millennials Breaking the Myth. Consumer Report. New York: Nielsen
N.V., 2014. Pages 10-11
55. Marketing Charts Staff. Which Types of Ads Do College Students Pay Attention to? 15
July 2014. Article. <http://www.marketingcharts.com/online/which-types-of-ads-do-
56. Van Buskirk, Eliot. Top 40 Musical Universities in America: How Students Listen. 16
September 2014. Article. <https://insights.spotify.com/us/2014/09/16/how-students-
listen/>.
57. The Ohio State University. Statistical Summary. 2014.
<https://www.osu.edu/osutoday/stuinfo.php>.
58. Princeton Review. Party Schools. 2014. <http://www.princetonreview.com/college-
rankings?rankings=party-schools>.
listen/>.

- 32 -
Citations, cont.
60. University of Wisconsin-Madison. Facts. March 2015.
<http://www.wisc.edu/about/facts/>.
listen/>.
62. University of Michigan. 2014 Total Enrollment Overview. 2014. PDF.
<http://www.ro.umich.edu/report/14enrollmentsummary.pdf>.
listen/>.
64. Purdue University. Student Enrollment, Fall 2014. 2014.
<http://www.admissions.purdue.edu/academics/enrollment.php>.
66. The University of Iowa. About the University. 2015.
<http://www.uiowa.edu/homepage/about-university>.
listen/>.
69. University of Florida. Stats and Facts for Prospective Students. 2015.
<http://www.admissions.ufl.edu/ufprofile.html>.
listen/>.
71. U.S. News & World Report. University of Texas--Austin: Student Life. 2015.
<http://colleges.usnews.rankingsandreviews.com/best-colleges/university-of-texas-
3658/student-life>.
listen/>.
73. U.S. News & World Report. Texas A&M University--College Station: Student Life. 2015.
<http://colleges.usnews.rankingsandreviews.com/best-colleges/texas-am-college-
station-10366/student-life>.

- 33 -
Citations, cont.
75. U.S. News & World Report. West Virginia University: Student Life. 2015.
<http://colleges.usnews.rankingsandreviews.com/best-colleges/wvu-3827/student-
life>.
76. Duke University. Quick Facts About Duke. 2015. <http://newsoffice.duke.edu/all-
about-duke/quick-facts-about-duke>.
78. Syracuse University. Syracuse University FACTS 2014-15. 2014.
<http://www.syr.edu/about/facts.html>.
listen/>.
80. Rutgers University. Facts & Figures. 2015. <http://www.rutgers.edu/about/facts-
figures>.
listen/>.
83. U.S. News & World Report. Pennsylvania State University--University Park Student
Life. 2015. <http://colleges.usnews.rankingsandreviews.com/best-colleges/penn-
state-6965/student-life>.
85. U.S. News & World Report. University of Maryland--College Park: Student Life. 2015.
<http://colleges.usnews.rankingsandreviews.com/best-colleges/university-of-
maryland-2103/student-life>.
86. Boston University. About BU. 2015. <http://www.bu.edu/admissions/about-bu/>.
listen/>.
88. U.S. News & World Report. Arizona State University--Tempe: Student Life. 2015.
<http://colleges.usnews.rankingsandreviews.com/best-colleges/asu-1081/student-
life>.
listen/>.
90. University of South California. Facts and Figures. 2014. <http://about.usc.edu/facts/>.

- 34 -
Citations, cont.
listen/>.
92. Univerisity of Washington. Quick Facts. 2014.
<https://admit.washington.edu/QuickFacts#enrollment>.
94. Univerisity of Oregon. UO Facts. 2014.
<https://admissions.uoregon.edu/profile.html>.
listen/>.
96. California Polytechnic State University--San Luis Obispo: Student Life. 2015.
<http://colleges.usnews.rankingsandreviews.com/best-colleges/cal-poly-
1143/student-life>.
97. Top Quality Postcards. 2015. <https://www.psprint.com/postcards>.
98. Pandey, Kundan. Billboard Advertising Costs. 23 February 2012.
<http://www.buzzle.com/articles/billboard-advertising-costs.html>.
99. Sisario, Ben. "Hip-Hop and R&B Fans Embrace Streaming Music Services." New York
Times 28 September 2015.
<http://www.nytimes.com/2015/09/29/business/media/hip-hop-and-rb-fans-
embrace-streaming-music-services.html?smid=tw-nytimesmusic&smtyp=cur&_r=1>.
100. Wiz Khalifa|RIAA Searchable Database. n.d.
<http://riaa.com/goldandplatinumdata.php?artist=%22Wiz+Khalifa%22>.
101. Wiz Khalifa|Billboard Chart History. n.d.
<http://www.billboard.com/artist/431494/wiz-khalifa/chart>.
102. How Much Does It Cost to Book Your Favorite Band? 16 May 2014. Article.
<http://priceonomics.com/how-much-does-it-cost-to-book-your-favorite-band/>.
103. How Much Does a Rap Artist Charge for a Feature/Verse? 29 August 2014.
<http://urbanterminal.com/uncategorized/how-much-does-a-rap-artist-charge-for-a-
featureverse/>.

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