Eddie Tangel designed an integrated marketing communications strategy to grow his brand awareness, Instagram followers, and reputation as a musician over the next year. The strategy includes creating TikTok videos and podcasts, promoting on social media, distributing business cards and brochures at shows, and selling branded t-shirts. Tangel plans to spend around $50 per week promoting on social media and will create a 30-second commercial for local TV at an estimated cost of $1,500 to promote his brand more widely.

1. IMC Strategy
Edward Tangel
September 26, 2021
Full Sail University
Music Business Marketing

2. Integrated Marketing Communications (IMC) Strategy
Marketing Objectives
• Create content on TikTok as a portfolio to grow and spread awareness for music.
• Reach 1k followers on Instagram in 1 year
• Create a line of t-shirts to sell at shows.
Marketing Tactics
Eddie Tangel designed a strategy to increase his brand awareness, Instagram
followers, and reputation. He will need to use a combination of both push and pull
strategies to accomplish each marketing objective within a year. The strategies include
direct marketing, podcasts, social media, and merchandise.
Eddie Tangel will focus on direct marketing by utilizing brochures and business
cards. Due to lack of recognition or reputation, Eddie will pass these out at his shows.
While passing them out, he’ll utilize his elevator speech and introduce himself, thanking
the guests for coming while handing them a business card or a brochure. The business
cards include his name, his career (singer/songwriter & musician), a phone number to
reach him at, and his email. They will also have 2 QR codes on the back. One will direct
someone to his Spotify profile; the other will lead them to his Instagram profile.
According to Vistaprint, a 500 count of business cards will cost $30.00 before tax,
shipping, and handling (Vistaprint.com, n.d.). The brochure includes his name, photos,
value proposition, testimonials, product/service differentiation, social media profile
account names, and contact information. Vistaprint also prices 250 trifold, standard

3. uncoated, 8.5” x 14” brochures at $304.96 before tax, shipping, and handling
(Vistaprint.com (2), n.d.).
Eddie will also host a podcast to be shared on YouTube, Instagram, and
TikTok. Each episode will talk about something different within the music industry, some
tips and tricks to artists and bands. To keep fans engaged and encourage them to listen to
the whole podcast, each episode will be only 3 to 5 minutes long, once every week.
Adding the podcasts to the platforms stated above is free, and Eddie has the equipment to
be able to produce and edit through iMovie. However, Eddie will occasionally host local
musicians and music industry personnel, paying them for their time. Considering these
podcasts with guests will range more in the 5-minute zones, he will pay them around $20-
$50.
A large chunk of focus will go into Eddie’s social media: YouTube, Instagram,
and TikTok. YouTube will host the podcasts, while TikTok and Instagram will promote
each new episode. TikTok will feature short clips, approximately 45 seconds to one
minute, of Eddie singing covers. He will release them every other day. After a few to get
started, he will start taking requests to please his audience. Eddie hopes to see growth in
views, likes, comments, and shares. To promote on TikTok, he will use TikTok’s built in
Promote advertising tool. This tool allows the user to choose their price point, duration of
promotion, and goal of promotion (TikTok, n.d.). Eddie will spend no more than $5 per
day of promotion. Each video will only get 2 days of promotion: the day it gets posted
and the day before the next one comes out, and the goal will be focused on gaining more
video views and followers. To promote on Instagram, Eddie will post when he is playing

4. next, as well as a thank you post a day after the show. Like TikTok, Instagram allows the
user to choose a goal, target audience, budget, and duration of promotion (Instagram,
n.d.). Eddie will spend $5 per day over 4 days of advertising, bringing the total for
TikTok and Instagram promotion to around $50 per week.
Visual content is another focus for promotion. To go along with the TikTok
videos, commercials will also be created to gain more reach and keep fans up to date with
recent accomplishments. Eddie will first create a 30-second commercial promoting his
brand. This commercial will include his name, tag line, value proposition, a sales
promotion, and contact information. Eddie will have to pay upwards of $1,500 to get the
commercial on TV during local news at primetime, around 6p.m. or 7p.m. (Thorp, 2019).
This commercial will also be featured in clips on TikTok and Instagram, as well as the
full video featured on YouTube.
Eddie Tangel looks to release a line of t-shirts to be sold through his Instagram
profile store. Merchandise is very important in creating brand awareness. Indirect
marketing comes into play when someone wears a band’s t-shirt and someone else simply
sees it. Eddie will be looking to spend around $200 for a standard logo design from a
graphic artist (Wave, 2021). He will then take that design to CustomInk and order 40 t-
shirts in sizes varying from adult small to adult XL. Each t-shirt will cost around $8.25
each, taking the total to around $330 (CustomInk, n.d.). Having a line of merchandise
including a branded logo on them will help produce an income. If all goes as planned, a
year from now Eddie will have a devoted fan base ready to have the first digital copy of

5. his first album or t-shirt from his upcoming tour! Eventually, he would like to team up
with an established brand to help promote Eddie’s image and music even more.

6. References
CustomInk. (n.d.). Shirt design lab - design your own T-Shirts & More. T-shirt Design
Lab. Retrieved September 26, 2021, from https://www.customink.com/ndx/?
PK=116200&SK=116200&prefer_singles=false#/next/summary.
Instagram. (n.d.). Boost an Instagram Post. Retrieved September 26, 2021, from
https://www.facebook.com/help/instagram/2090822074310288.
Thorp, E. (2019, November 25). How much does local TV advertising cost? LiftIntent.
Retrieved September 26, 2021, from https://liftintent.com/blog/how-much-does-
local-tv-advertising-cost/.
TikTok. (n.d.). Use promote to grow your TikTok audience: TikTok Help Center. Use
Promote to grow your TikTok audience | TikTok Help Center. Retrieved
September 26, 2021, from https://support.tiktok.com/en/using-tiktok/growing-
your-audience/use-promote-to-grow-your-tiktok-audience.
Vistaprint.com. (n.d.). Retrieved September 26, 2021, from
https://www.vistaprint.com/business-cards/recycled-matte?
xnav=Premium%2BBusiness%2BCards%3AFamily%2BPage_Family%2BPage_
Product%2Btiles%2B2_tile-shell_2_GMY.
Vistaprint.com (2). (n.d.). Retrieved September 26, 2021, from
https://www.vistaprint.com/marketing-materials/brochures?
xnid=TopNav_Brochures_Advertising_Marketing%2BMaterials&xnav=TopNav.
Wave. (2021, August 12). Freelance graphic design rates: A Practical Guide to Setting

7. yours. Wave Freelance Hub. Retrieved September 26, 2021, from https://
www.waveapps.com/freelancing/graphic-design/freelance-graphic-design-rates.