The goal of this project is to create a realistic marketing campaign for a product (music, service, business), related to your final project. Do not wait until the last minute to start your campaign, chip away at it a little bit at a time over the next few weeks.
- Label each section clearly
- Use page numbers
- 12 point font, single-spaced
- Submit your campaign on Canvas as a PDF
You may use both prose and bullet points as long as your ideas are clearly communicated. You may also use charts/graphs at your discretion.
* Extra Credit may be giving to particularly excellent projects*
- Title Page (1 Page) (0.5 points)
- Table of Contents (1 Page) (0.5 points)
List each of the sections with corresponding page numbers
- Campaign Overview (1-2 pages) (2 points)
Provide a narrative overview of the campaign. Think of it like an extended elevator pitch. You should discuss the campaign’s:
- The product being released (can be anything related to music – an album or ep; service; new business; musical instrument or equipment; etc.)
- A description of the company, artist(s), and/or brand the campaign represents. This should include some indication of campaign scale.
- Personnel, who is going to work on the campaign? What is each role in the campaign and its corresponding responsibility?
- Goals and intended outcomes
- Target audience
- The general strategy and how it was informed by the target audience
- The budget, how you arrived at the total budget, and why the total budget is justified.
- Your platform-specific plan. This includes social media, other digital marketing (email, blogs, newsletters, etc.), and print/traditional sources. Explain which outlets you are prioritizing and why.
Note: If you choose, you may do your campaign overview in the format of a one-page Press Release for up to 2 points extra credit. In order to get the points it must be polished and clearly communicate the points above, but in the language of a press release. You may include a separate paragraph for any information that doesn’t make it into the release (for example about the budget, personnel, and general strategy).
- List Goals, Intended Outcomes, and Expected Challenges (1-2pages) (2 points)
Feel free to use bullet points. Try to think through every aspect of the campaign and timeline when thinking of the goals, etc. Your goals should be specific and easily measurable. How do you plan to keep track of your campaign and measure your goals? How will you know if your campaign is successful or not?
- Campaign Timeline (2 points)
Chart out the Start and End Dates. Within that time period, what are some big mile stones(e.g. the release of the product/service, the date of the first post online, the dates of radio/TV appearances, big tour dates, partnership features, promotional events/releases). What are other smaller markers (e.g. the schedule of marketing emails, social media posts, podcast episodes, blog posts, other campaign publicity, etc.)
- Campaign Budget (1-2 pages) (2 points)
Itemized Budget. Your budget should be realistic based on campaign scale, backed up by research of credible sources.
Please include 1-2 paragraphs with a narrative description justifying and explaining the items on the budget. This description should also make reference to the sources you used to calculate the budget. You should also speculate as to the areas of the budget that may require more or less funding throughout the campaign.
- Market Research (1-2 pages) (3 points)
Identify your target audience(s). Be as specific as possible, while also being mindful that demographics, genres, and categories represent real people. Explain the methodology you used or will use to identify the target audience(s). Also indicate how you plan to adjust and home in on your target audience throughout the campaign (i.e. analytics and/or A/B testing).
You may include charts/graphs, etc.
- Campaign Strategy (3-6 pages) (5 points)
Begin with a paragraph or two explaining your overall strategy (it’s ok if it’s similar to your explanation in the opening essay.) When explaining and justifying your strategy in each of the following categories, it should be clear why you think the tactics you plan to employ will communicate your brand and reach your target audience. You may use a combination of paragraphs and bullet points.
Will the product be tailored at all to communicate your brand and reach your target audience? If so, how?
Social Media + Traditional Media (Break down by platform)
- Which platforms do you plan to use?
- How are you going to tailor content to each plan to tailor content to each platform? What kinds of posts will you make? How often will you post on each platform? Why? What informed these decisions, and how do you expect this kind of content will communicate your brand/product and land with your target audience?
- How will your social media strategy relate to your strategy in other media?
- What other tactics will you employ?
Do you plan to use any promotions? What are they and why do you think they will be effective? Are you specifically utilizing one platform (or platforms) or another for the promotions? Why?
What kind of publicity do you plan to get? How do you plan to obtain the publicity? Why do you think this kind of publicity will be successful?
If you are planning any partnerships, who with and why are they a strategic partner? What kind of agreement will you make (e.g. will you pay them a flat fee, give them free access to your service, etc.?)
If you plan to use any paid advertising, how much will you spend? Why is this advertising worth paying for? How will you use advertising strategically (e.g. using analytics, targeting certain markets) in ways that are not possible with non-paid material?
- Work Samples (Include 2-4 samples) (2 points)
Mock-ups of platform-specific social media posts, other promotional material, or paid advertisements. Clearly label each sample. The format (e.g. digital v. print v. merch) should be clear.
Spelling/Grammar/Overall Polished (1 point)
MARKETING CAMPAIGN 1
MARKETING CAMPAIGN 8
Marketing Campaign for an Electric Violin
This campaign plans to create awareness of a new musical instrument, the electric violin, which intends to replace the tradition violin product. Most music companies have invested in this platform, and most of them produce the old violin. This particular business ought to provide a unique, quality, and affordable product that uses electricity to produce sound and therefore making the users’ work easier (Biaudet 2017).The electric violins has been listed under the family of new hybrid instruments, which are efficiently well organized to become key instruments in the modern music platform. The violin’s vibrations inside and outside the instrument go through electronic processes and the vibrations are transformed into the sound required by the particular player of the instrument. This instrument is relatively compared to the electric guitar, and plays fine music based on the experience and talent of the player. The campaign will cover the whole of New York to get the required target audience and the willing customers, who are interested in the new products from the new business. The field and marketing officers will advertise the new musical instrument in concerts planned, to educate the public and upcoming musicians on the benefits and advantages of the new electric violin compared to the old instruments.
Supervisors will ensure that the carried out field research is collected from marketers in due time and submitted to the office for analysis. The supervisors also have to ensure that the marketers have all the required marketing materials, to make this campaign a success. The management will then oversee, analyze the results and make appropriate decisions to run the campaign as planned to achieve the short-term objectives of the new business. The campaign aims to study and analyze the existing marketing competition and to have a clear understanding of the current music industry as well (Lo & Fang 2018). The campaign will analyze all the competitors; the competition strategies employed by each music company and the strengths of the market plans owned by the companies. This will enable our new business to overcome competition and stabilize in the new market. From this campaign prospect, our new business will outline the best competitive advantage strategies, such as advertising the new electric violin on social media platforms and testing the instrument inside most famous hit songs to gain stability in the new market full of competition. The campaign will oversee whether the existing market strategies to promote sales still work and if no, then new promotion strategies will be devised, to improve the sales of the music product in the strange market.
The campaign will target the ideal customer in the new market, who tend to be young upcoming artists, music producers, video producers and most Deejays in known clubs and concerts. The final consumers of the product are key in business development. Without customers, the business will have to shut down since there will be no sales made, hence, no income. The campaign will therefore look for loyal customers in the market through product testing and advertisements in the public. In this campaign, stronghold markets will be isolated and analyzed to create a sustainable market loyalty between the customers and the new business (Mei, Zhao & Yang 2017). The new business will offer promotions by selling the new musical product at a lower price compared to the normal market prices. High-end violins cost as much as £2000. However, our business plans to sell the electric violin at a student entry level, for as low as £350. Our product is also of higher quality compared to the other products from the competitors. The campaign will also address this to ensure that most customers are interested in purchasing the product. We understand that most people are attracted to quality products and facilities and therefore this will ensure achievement and stability of our new business. In the current millennium, no one is interested to listening to old instrumental music and therefore, musicians will want electric violin sounds in their hits.
The campaign will also define our marketing structure, strategies, and tactics that will ensure the new business adapts to the new environment quickly, with more sales expected from the commencing dates. The campaign will also create a unique pricing proposition that will determine the market prices of the electric violins over all seasons. The strategy will oversee the changes in prices at different moments in the business lifecycle (Mothersbaugh, Hawkin & Kleiser 2019). The concept adopted by this new business is to satisfy the customer needs and wants through solving customer problems. Therefore, the campaign will test this concept to oversee whether there is the achievement of this objective. The marketing campaign will also test the marketing approaches for implementation and future use. The essence of this campaign is to understand the product’s lifecycle and the relevant product strategies to maintain the product in the music market.