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 CL...
7+ years of marketing & product            management experience in the music      BRAND COLLABORATIONS INCLUDE:          ...
Campaign ExamplesTuesday, May 3, 2011
OBJECTIVES:                                      • Generate awareness around the Elvis Christmas Duets                    ...
OBJECTIVES:                                                                         • Create interest around Dudamel’s Ope...
OBJECTIVES:                                                                                   •   Create a win-win partner...
OBJECTIVES:                                                                          •   To break Brendan James as an arti...
OBJECTIVE:                                      Engage mywedding.com                                      consumers to hel...
Best Practices & Social MediaTuesday, May 3, 2011
Celine Dion Catalog                                                        Michael Jackson   Concept                      ...
Started The Official Bobby McFerrin Facebook page to help         support the release of his album, VocABuLarieS. Grew the ...
OBJECTIVE:                                     •   Grow DG & Decca’s Twitter followers by making &                        ...
Contact info:                  Valerie M. Torres                  email: valerietorres08@gmail.com                  cell: ...
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Valerie M. Torres Portfolio

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Valerie M. Torres Portfolio

  1. 1. Marketing Campaign Portfolio Presented By: Valerie M. TorresTuesday, May 3, 2011
  2. 2. Background & Relevant ExperienceTuesday, May 3, 2011
  3. 3. DEVELOPED MARKETING CAMPAIGNS FOR OVER 50 ALBUM RELEASES GENRES SPANNING URBAN, R&B, LEGACY, ADULT CONTEMPORARY, AND CLASSICALTuesday, May 3, 2011
  4. 4. 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
  5. 5. Campaign ExamplesTuesday, May 3, 2011
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. Best Practices & Social MediaTuesday, May 3, 2011
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Contact info: Valerie M. Torres email: valerietorres08@gmail.com cell: 347.556.9015Tuesday, May 3, 2011

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