Vice Music - Noisey Presentation Pitch

1. Creative Ideas & Approach

2. Initial Thoughts

3. Introduction
Vice provides a passion, that incorporates a freedom
of expression that often is only seen in art work on
a museum wall.
•
The brand is a personal interaction, that simultaneously
inspires, angers, confuses, and motivates its readers like no
other publication can.
•
So what if the Vice could take this motivation on the road?

4. StrategicOverview
The goal over the next year is to increase Vice’s brand
awareness amongst highly connected influencers between
the 18-26 age brackets in North America.
•
Within that year, we would like the brand to become a part of
any initial conversations surrounding subjects such as art,
music, fashion, or politics.
•
And finally, we would like to insure existing fans and
advocates of Vice have an opportunity to experience and
engage in upcoming events, and drive further awareness
amongst fellow enthusiasts.

5. Vice’s worldwide distribution level in 2011 was 1,162,000, and of that
number 155,000 of its readership base extended from the United States.
•
Vice’s site grossed 950,600 users within the last 3 months alone- 33.3% of that
traffic derived from the states.
•
The above is ultimate proof that the US is the magazine’s largest market.
It would be in Vice’s best interest to target key cities & states in North America
where the magazine and website is most popular. In conjunction with this, cities
& states where circulation is low can be mixed into any marketing initiatives
where the brand is unknown or has a low readership base.
•
This will give loyal readers a chance to directly engage with the brand, and
provide those who are not familiar with the magazine to experience it first hand.
TacticalApproach

6. Insights & Demographic

7. Objective

8. Vice’sPassionGroups
65% Of Vice
readers
stated they
stay on top
of the latest
fashions.
72%
Attend a
live gig
every
month.
3.05% Of Vice
Followers are
Students, (which in
retrospect of
Twitter’s overall
population is a fairly
large amount).
91% Would
describe
themselves
as a
creative
person.
82% Stated
when I find
bands I
like, I tell
others.
Source: Sysomos 2011
Vice Media Kit 2011
90%
Expressed
their love
telling
people about
new things.
86% Own a
digital
camera
89% Buy
music every
month, 41%
every week

9. Vice’s online readership with college students is relatively
high, and is over- represented. Students who read Vice spend
a majority of that time reading the website from school.
TargetAudience

10. With Vice hitting an untapped audience via existing passion
groups, we will be able to dive further into pool of younger
consumers who have a constant need to be “on trend”.
•
The beauty of vice is that your not meant to know about it.
It's the magazine makers magazine, like Twalib Kweli’s is the
rappers rapper.
•
Vice is for trendsetters/ creative’s, and with 74% readers
believing Vice is trendsetting, us connecting to them through
music, fashion, or even news on the latest gadgets will be
fairly easy.
•
We will target college’s campuses that have well versed arts
programs, unique student bodies, and whose students love a
good party…
DemographicApproach

11. Implementation Plan

12. (1) Over a 12 month
period we will target
24 key universities
(where Vice is popular
within given that state
and distribution is low
as well).
This will also be a
great opportunity
to incorporate
Noisey (as the site
specializes in
featuring up and
coming artists.)
(2) In pairing with the
university’s student
union, Vice will have a
direct link to the
student body, and the
support from their
union in bringing
something new and
exciting to
their campus.
(3) With the union’s
support, Vice will
launch a music festival
that allows students to
feature their music on
Vice’s website.
(4) The event will
be will be heavily
promoted on each
university’s
campus, Vice’s
social networks,
and of course the
university's as
well.

13. With a large majority of Vice’s readers wanting to be a part of
the latest music or fashion, each event will be centered on
that.
•
Universities within each given state will be carefully chosen,
so that Vice has a 1-2 month lead to connect with the student
union and prepare for each event.
•
However, because the student population of each campus is
fairly different, unique details to niche each event will be
taken into consideration.
•
Events can also be held off campus in case we would like
provide a layer of exclusivity to the event…
UniversityConnections

14. We all love a sponsored
unsigned gig, this will be
the angle of each event.
•
Aspiring musicians/DJ’s
will be encouraged to
audition for the greatest
gig/party/rave of their
lives.
•
Vice will be bringing the
coolness of New York and
the edginess of London to
a campus near them…
TheEvent

15. Students will be
encouraged to submit
their audition videos to
VBS TV and Noisey for the
chance to perform at the
event.
•
The winners can either be
chosen by their peers, the
staff at Vice, or a fellow
musician of Vice’s choice.
TheSubmissionProcess

16. In the time leading up to
the event, the audition
process will be heavily
promoted by each
university’s social
platform, Vice’s social
networks, and key
bloggers which will be
profiled by the Activation
team.
Since 99% of Vice
readers own a cell phone.
Mobile Marketing can
also be incorporated to
drive users to a special
app for the event.
IncorporatingSocialNetworks

17. Those who are auditioning will
also be encouraged to promote
their work to their peers.
•
The process of each musician
auditioning/ preparing for this
event can even be captured on
film and be placed on VBS.
•
This initiative will be great for
building the momentum of Vice’s
brand, as well as building traffic
to the Vice’s site.
•
In order to push more traffic
article suggestions for the other
parts of Vice’s website can also
sit next to the submitted video of
each musician.
DocumentingTheEvent

18. Sample Bloggers

19. Name: Karen Hor
Blog: Jerk Magazine
Twitter: @karenhor
Location: Syracuse University
*Social Reach: 4,864
Vice will target key influencers
within each University who
have significant social
influence both on & offline.
This will aide the brand in
further pushing any WOM to
those who don’t attend the
university.
About: Lifestyle & Fashion Blogger. Student. Social Influencer
Why they should come: An avid fashion and lifestyle blogger, Karen is the
assistant editor for Jerk, an online magazine blog geared towards Syracuse
University students. Karen believes in the power of story telling, a passion she
has infused into not only her personal life but her professional one as well. In her
last year at Syracuse, Karen is a student of the public communications
department of Journalism and is face to be seen on her college campus. In the
year 2012 she will become the City University of Hong Kong's next student. This
is great as she can take her potential love for Vice with her, (as the magazine
expands in China and other parts of Asia).
StudentBlogger

20. Name: Lala Lopez
Blog: La La NYC
Twitter: @lalalopez
Location: New York
Reach: 15,190
Vice will also target key
influencers outside of the
university environment, in
order to expand word mouth of
the event.
About: Music & Fashion Blogger. Stylist. Socialite
Why they should come: The epitome of all things cool, Lala has been blogger
and style guru for nearly 4 years. She is passionate about social media and loves
sharing her experiences via her blog Lalanyc. She’s also a regular fashion week
attendee and attends social media related events and meet ups throughout New
York. Lala also makes it her business to be a part of any trends, events, and/or
new experiences not only thought-out New York but the world. She can be seen
anywhere from a Tyler the Creator gig, to the latest exhibition at the The
Whitney.
ProfessionalBlogger

21. Co-Sponsorship Ideas

22. Co-sponsorships with companies such as Red Bull, can also be incorporated into
Vice’s marketing initiatives.
•
Red Bull’s demographic is fairly young and quit popular amongst university
students. The sponsorships for events such as Bestival & Social Media Week
New York have proven quite successful in the past.
•
Co- sponsoring with Red Bull will aide in saving on 3rd party costs as well as
provide Vice a further insight into their audience.
PossibleCo-Sponsorship

23. Sponsorships with Spotify should also be considered.
The Swedish owned music platform has had over 1.9 million users (within the last
3 months), and has begun to make quite a name for itself in the United States.
•
Vice can create an advertised play list, that features some of the artists that they
have worked with in the past, as well a list of artists who are auditioning to be a
part Vice’s campus party.
•
This potential sponsorship would further push the identity of both brands as well
the word of mouth for Vice’s upcoming event.
During the event itself, Spotify could aide in DJing the event as well.
PossibleCo-Sponsorship
http://open.spotify.com/user/skydowning/playlist

24. Key Performance Indicators
&
Return on Investment

25. Fact Checking
Reference
Source
Learn More
&
Verify
Sharing
Content
Awareness
Take Action
&
Share More
Widely
ReturnOnInvestment
Unique Visitors
Amount to Spend $350,000.00
/ CPM Rate $8.00
Total Estimated Visits 43,750
Impression Levels
Total Visits 43,750
* Actual Pages Each Visit 3.86
Total Views 168,875
Total Visits 43,750
* Requested Pages Each Visit 2.00
Total Views 87,500
CPM $8.00
/ Page Views 1,000
*Requested Pages Each Visit 2.00
$0.016
Value of Each Unique Visit
CPM $8.00
/ Page Views 1,000
*Actual Pages Each Visit 3.86
Per Visit $0.03088
ROI Figures
based on our
initial
conversation.
•
Average Visits a
month: 3,645
•
First half of the
month:
2,323 Visits
•
Second half of
the month:
1,322 Visits
$350K =
43,750 Visits
(Over a course of a year)

26. It is important to understand the
symbiotic relationship between the
different sources of traffic to Vice’s
website.
•
30% of Vice’s social traffic activity
comes from Facebook. Over all Social
Media contributes to 38.54% of Vice’s
upstream of traffic.
To increase the online readership Social
Media and SEO is the most cost effective
route.
•
For most sites organic search
contributes 5% to 10% of the traffic that
is directed to a site, in Vice’s case that is
12.78%.
•
However, to also aide in the above
approach, paid search can also be
utilized (with a cost efficient CPC).
Synopsis

27. Fact
Checking
Reference
Source
Learn More
&
Verify
Sharing
Content
Awareness
Take Action
&
Share More
Widely
Before Conversation During Conversation After Conversation
Vice will have three opportunities to leverage media content
through consumer conversations.
MeasuringConversations

28. Description
Target
Estimated number of students from 24 key universities 840, 188
Bloggers associated with each university
(minimum 8 bloggers, with a 5k social reach per blogger)
192
Polarity and strength of sentiment* 85% / 15%
Number of episodes (platforms for discussion) created for
Vice
125
Opportunities to view content (over the course of a year) 1,455,711
KPI’sviaSocialReach

29. Before Conversation
21%
During Conversation
18%
After Conversation
19%
Based on the polarity of each university’s event.
•
Follow up conversations will trickle down from the 1,455,711
estimated social reach on Vice’s social activity within a 3 step process.
•
These impressions are based on the Word of Mouth and Social Media
opportunities to view that were presented in the previous slide.
262,028305,699 276,585
Total Number of Visits : 844,312
SocialConversions

30. Before Conversation
25%
During Conversation
30%
After Conversation
28%
83% of users utilize search engines as source for providing extra information.
•
Optimization of Vice’s social activity via organic search will aide in visits and
impression levels to the site over the course of a year.
•
Key words and phrases based on Vice’s evolving WOM & social activity should
heighten Vice’s traffic, and therefore heighten the number unique visits.
16,96614,138 15,835
Total Number of Visits : 46,939
SEOConversions

31. PPCCalculations For immediacy paid search
can also be added to the
digital mix. Key words and
phrases can be bid on over
time, using terms
associated with the event
and university.
•
The keywords and phrases
will change as Vice moves
from university to
university.
•
This will of course come out
of the remaining budget.
•
I suggest $3 CPC rate to
maintain a estimated
$1.10- $1.35 Daily CPC
rate.

32. Fact Checking
Reference
Source
Learn More
&
Verify
Sharing
Content
Awareness
Take Action
&
Share More
Widely
ReturnOnInvestment
Unique Visitors
Social & WOM Visits: 844,312
SEO Visits: 46, 939
Possible Paid Search Clicks: 111,277
Total 1,002,528
Impression Levels
Total Visits 1,002,528
* Actual Pages Each Visit 3.86
Total Views 3,869,758
Total Visits 1,002,528
* Requested Pages Each Visit 2.00
Total Views 2,005,056
CPM $8.00
/ Page Views 1,000
*Requested Pages Each Visit 2.00
$0.016
Value of Each Unique Visit
CPM $8.00
/ Page Views 1,000
*Actual Pages Each Visit 3.86
Per Visit $0.03088

33. Budget & Timeline

34. Prelim costs (WIP)
Total Budget: $500,000
Paid Search $100,000
-% (safety fund) $50,000
$450,000
•
24 Universities in 12 months = $14,583 a University
•
Creative / design / digital assets: 1k
•
Production: 2k
Event support: 1k
•
Logistics/travel: 2k
•
Venue Hire: 5k
•
Refreshments: 3k
•
Sponsorships: TBC
ProposedBudget

35. Featured musicians
tapes go live
Entry
Tweets, status
updates, posts
through owned social
editorial
Insert client ads, geo-
targets,
prep social media channels,
local media outlets, CRM
Media & Blogger
support
Jan Feb Mar Apr
Creative
and design
phase
Bookings,
logistics and
planning
Choose
Musicians
Guerrilla
tactics
CAMPAIGN LIVE
ProposedTimeline
Evaluate
musicians
Event
Launch

36. Find more about Sky and her work….
Whitney- Sky Downing
wsdowning@gmail.com
Thanks J