What Do These Musicians Have In Common?
The Apollo Theater of Harlem   “ where stars are born and legends are made”
Introducing the… The Craneway Stairway Campaign
Today’s Agenda <ul><ul><li>1) Our Craneway Mission </li></ul></ul><ul><ul><li>2) Craneway Obstacles </li></ul></ul><ul><ul...
The Craneway Stairway Campaign The “Craneway” - Household Name develop Craneway as a platform to foster the growth of Bay ...
The Craneway Stairway Campaign develop Craneway as a platform to foster the growth of Bay Area talent Strategy Community I...
The Craneway Stairway Campaign first include the  community  before developing Bay Area talent Strategy Community Incubato...
1st Obstacle: Security  <ul><li>Introducing The Craneway “Security Manifesto” </li></ul><ul><ul><ul><li>explains how secur...
2nd Obstacle: East Bay Reputation <ul><li>Introducing The Craneway “Find Your Way” Program   </li></ul><ul><ul><ul><li>mus...
The Craneway Stairway Campaign next begin connecting with  local artists . Strategy Community Incubator The “Craneway” Loc...
“ I Started On Myspace” myspace is a great outlet to find & connect with local talent “ We  made connections with a lot of...
Introducing ADP with ADP - the artist development program - you give all local talent an opportunity to lust after Craneway.
Ongoing ADP Performances although not every artist will get into the incubator, you will always have consistent new talent...
Pick Great Talent For Next Step it’s survival of the fittest at Craneway, only the best succeed. <ul><ul><li>1) Establish ...
The Craneway Stairway Campaign take some great artists and build their careers. Strategy Community Incubator The “Craneway...
The Musician Incubator those local artists who have excelled in ADP, now have incredible resources to build their bands un...
The Craneway Stairway Campaign establish industry connections and household name from your talent. Strategy Community Incu...
<ul><li>Low Fruit  (Right Now) </li></ul><ul><li>Gain Partners </li></ul><ul><li>Security Manifesto </li></ul><ul><li>Begi...
Why The Stairway Campaign Works you become the birthplace for the all of Bay Area’s talent (while making money!) COMMUNITY...
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Craneway Stairway Strategy

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Our group's client was Craneway Pavillion, and we were tasked with developing a business & media strategy to build this venue into a household name.

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  • Make the ten commandments into an old documents - explain how your security system works and what you stand for - includes your efforts - place on blog/email - gets the message out constantly - security manifesto should exist through web-based - no one really has done something like this - have a what will this do for you at the end of this slide - the one place you can go to get all of the information  - slide:  problem: go over the craneway problem
  • - we feel like there is not as much community outreach as there can be - so we created the &amp;quot;Craneway: Find Your Way Program&amp;quot; - keep students off the streets, funded by local businesses, connected  - go over the titles for the press releases - start in richmond and grow from there.  - a method of sustaining buzz is attracting students from other cities.  main point: partner with r-pal, create music programs, help out local youth stay out the streets, foster the musical talent of local musicians.
  • It&apos;s obvious that without MySpace a lot of bands wouldn&apos;t be as big or have the same amount of exposure, our band included. We were discovered by our label on MySpace and.
  • Lookin good Nick! - Ari
  • Arielle - so you’ve learned how to accomplish the more tangible steps from rhea and nick. I want everyone to open their minds up, think a little bigger and see what this could ultimately lead to. Let’s kick off with the incubator
  • Read quote: &amp;quot;Business incubators are programs designed to accelerate the successful development of entrepreneurial companies through various resources such as contacts, office space, etc. There’s a huge need for this, but for musicians.
  • So here’s a chicken-egg problem, how do you connect them to connections you don’t even have? Well this is a media strategy, a musician incubator is a very creative and innovative and sure to generate press while giving you a reason to reach out to industry professionals. All of this solidifies your name as the birthplace of east bay talent.
  • Don’t have a lot of time… so let’s look at your low hanging fruit and your ultimate future. Quick things to do: get your local partners like r-pal, write your manifesto and hop on myspace to find some local talent for the ultimate future: no matter what you will always have great and noteworthy shows: because either they are your successful incubator musicians or its popular acts literally thrown at you from all of your new industry contacts
  • You unite with other underdog musicians, their fans and establish a community. from this you get consistent shows every week - which makes money You become in the cool kids in the industry because everyone knows that to play at Craneway means you are one step closer to your big break - which means everyone wants to come play at your venue = more money! And from both your community and your popularity, you simply become a household name
  • Craneway Stairway Strategy

    1. 1. What Do These Musicians Have In Common?
    2. 2. The Apollo Theater of Harlem   “ where stars are born and legends are made”
    3. 3. Introducing the… The Craneway Stairway Campaign
    4. 4. Today’s Agenda <ul><ul><li>1) Our Craneway Mission </li></ul></ul><ul><ul><li>2) Craneway Obstacles </li></ul></ul><ul><ul><li>3) Achieving Our Mission </li></ul></ul><ul><ul><li>4) Implementation </li></ul></ul>
    5. 5. The Craneway Stairway Campaign The “Craneway” - Household Name develop Craneway as a platform to foster the growth of Bay Area talent Artist Development Community Outreach (traditional) Artist Development (social)
    6. 6. The Craneway Stairway Campaign develop Craneway as a platform to foster the growth of Bay Area talent Strategy Community Incubator The “Craneway” Local Artists Industry Connections
    7. 7. The Craneway Stairway Campaign first include the community before developing Bay Area talent Strategy Community Incubator The “Craneway” Local Artists Industry Connections
    8. 8. 1st Obstacle: Security <ul><li>Introducing The Craneway “Security Manifesto” </li></ul><ul><ul><ul><li>explains how security works </li></ul></ul></ul><ul><ul><ul><li>provides the answers to all questions and concerns  </li></ul></ul></ul><ul><ul><ul><li>expresses Craneway's commitment to security  </li></ul></ul></ul><ul><ul><ul><li>always referenced in customer communication </li></ul></ul></ul>use online media to show everyone how important you take security
    9. 9. 2nd Obstacle: East Bay Reputation <ul><li>Introducing The Craneway “Find Your Way” Program </li></ul><ul><ul><ul><li>music program for local low-income youth </li></ul></ul></ul><ul><ul><ul><li>pairs local musicians with young students </li></ul></ul></ul><ul><ul><ul><li>partnership with Richmond Police Activities League </li></ul></ul></ul>get great traditional media coverage about Craneway while giving the East Bay something to be proud of....
    10. 10. The Craneway Stairway Campaign next begin connecting with local artists . Strategy Community Incubator The “Craneway” Local Artists Industry Connections
    11. 11. “ I Started On Myspace” myspace is a great outlet to find & connect with local talent “ We made connections with a lot of bands and venues through Myspace… Hell, we were discovered by our label on Myspace.”
    12. 12. Introducing ADP with ADP - the artist development program - you give all local talent an opportunity to lust after Craneway.
    13. 13. Ongoing ADP Performances although not every artist will get into the incubator, you will always have consistent new talent coming through your doors THURSDAY SATURDAY FRIDAY SUNDAY
    14. 14. Pick Great Talent For Next Step it’s survival of the fittest at Craneway, only the best succeed. <ul><ul><li>1) Establish Fan Based </li></ul></ul><ul><ul><li>2) Fan Retention </li></ul></ul><ul><ul><li>3) Overall Ability to Entertain   </li></ul></ul>
    15. 15. The Craneway Stairway Campaign take some great artists and build their careers. Strategy Community Incubator The “Craneway” Local Artists Industry Connections
    16. 16. The Musician Incubator those local artists who have excelled in ADP, now have incredible resources to build their bands under Craneway
    17. 17. The Craneway Stairway Campaign establish industry connections and household name from your talent. Strategy Community Incubator The “Craneway” Local Artists Industry Connections
    18. 18. <ul><li>Low Fruit (Right Now) </li></ul><ul><li>Gain Partners </li></ul><ul><li>Security Manifesto </li></ul><ul><li>Begin Artist Outreach </li></ul><ul><li>Community Work (6 - 8 Months) </li></ul><ul><li>School Programs </li></ul><ul><li>Blast Releases </li></ul><ul><li>Launch ADP </li></ul><ul><li>Seek Industry Contacts </li></ul><ul><li>“ The Craneway” (3 - 5 years) </li></ul><ul><li>Popular shows!! </li></ul><ul><li>20% Incubator Musicians success! </li></ul>Implementation we’ve proposed a lot today, here’s how it can come together!
    19. 19. Why The Stairway Campaign Works you become the birthplace for the all of Bay Area’s talent (while making money!) COMMUNITY POPULARITY INDUSTRY NAME

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