AEMMP Records - Rock 2015 Immersion Release Brianna Lasseter, Kristi Agne, Jordyn Benjamin, Lindsey Sherman, & Shane Cahill. 
2015 IMMERSION RELEASE - MARCH 10, 2015
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Table of Contents: INTRODUCTION:
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MISSION STATEMENT:
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GOALS:
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EXPENSES:
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GRAPHIC DESIGNER:
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ANIMATOR:
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RELEASE SHOW:
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PRINT ADVERTISEMENT:
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PROMOTIONAL PRODUCTS:
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Yo-Yo’s:
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Temporary Tattoos:
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Stickers:
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EVENTS:
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RELEASE SHOW:
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MIXED INDUSTRIES CONFERENCE:
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BIGGEST MOUTH:
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MARKETING PLAN:
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Digital Strategy:
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Online Marketing and Social Promotion:
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Promotional Products:
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Digital Sales:
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Release Show:
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Public Relations:
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INTRODUCTION: AEMMP Records Rock Division seeks to plan, market, and distribute a collection of songs from the 2015 Immersion class. The collection will include three songs all created, written, recorded, mixed, and mastered by Columbia College students who took the class over the 2015 J-term. This semester we want to invest all of our resources in promoting the Immersion class and their 2015 works as well as establish AEMMP Records as a respectable student run label. Currently, we are working towards increasing AEMMP awareness for both the rock and hip-hop divisions alike. In order to reach a larger audience we want to create a handful of different products associated with the Immersion release that will peak people’s interest and bring their attention to not only the release, but to AEMMP as a whole. Last year, slap bracelets were a success not only here at Columbia, but also at SXSW. We want to step up the game this year, even more with our promotional ideas and products. music even before the semester starts.
MISSION STATEMENT: “AEMMP Records provides unique, hands on experience to Columbia College Chicago giving students the opportunity to apply their knowledge, creativity, and resources to “create change” by uniting and working together in order to release a solid product that fully represents Columbia’s vision and inspires others as well.” And that is exactly what we intend to do. With the responsibility and privilege of coming out with the Immersion 2015 release, we intend to use the resources that we are given in order to apply our creativity and knowledge to promote the release and AEMMP as a whole in the best most effective and unique way possible.
GOALS: • • • •
To establish a position for AEMMP as a respectable student run record label and become a positive model for other labels in the future To establish the current label participants as a formidable force within the industry and be viewed as innovative professionals amongst other industry leaders To invigorate the excitement of AEMMP across the Columbia College Chicago campus and provide a face to the opportunities the college has to offer prospective students To promote the Immersion release, as well as other current and past AEMMP releases.
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EXPENSES: Service Expenses Graphic Designer - Ian Miller
$200
Animator
$200
Venue - Double Door
$500
The Chronicle
$100
Total Expenses:
$1000
Promotional Products Product
Quantity
Price + $10 Shipping
Light Up Yo-Yo
300
$350
Stickers
200
$128.70
Temp Tattoos
200
$97.32
700
$576.02
Total Products:
Total Services and Promotional Products:
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$1576.02
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GRAPHIC DESIGNER: For this release we plan on re-hiring, graphic designer, Ian Miller whom the rock division previously worked with on the Fall 2014 day//night compilation. Collectively, we were pleased with the work he provided and wanted to continue to work with a Columbia affiliated artist in order to embody the ample talent Columbia has within its campus. Rehiring Ian allows AEMMP to build a stronger partnership with Ian and the ability to have consistent work for future releases. Not only does this increase the quality of AEMMP rock’s collection it also helps increase a student’s portfolio. Nevertheless, as a professional label we would like to pay our graphic designer $250 for his work. For this price, he will create the album artwork in a variety of different specks as well as design a poster for our release show. Because of the theme of heartbreak surrounding our release, our vision for the artwork will be a pink and purple neon sign in the shape of a heart reading “ok,cool.” across the middle. This artwork will be eye catching and appealing to a wide audience and successfully reflects the vocal themes presented in our release.
ANIMATOR: This semester we want to try something AEMMP has never done before, which is hire an animator. This animator will be contracted into creating a thirty second audiovisual featuring ten second audio clips from the three songs on ok, cool.. Collectively, we are excited to partner with an animator to create new content for our recently updated website as well as take a different approach in marketing this release. Just as our graphic designer, we plan on hiring a Columbia student and would like to pay him or her $200 for their services.
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RELEASE SHOW: After a handful of shows at Columbia, we realized that we can cast an even wider net at a popular local music venue. This semester, our goal is to reach as many people as we possibly can. We not only want to reach fellow students at Columbia, we want to be able to reach a local Chicago audience. We want to use this show as a release show for Immersion 2015, but also as an outlet for AEMMP records as a whole. Our release show will feature four local Chicago bands that have been in previous AEMMP releases. In doing this, we will be able to promote a variety of work that AEMMP has done while at the same time, giving away product and promoting the Immersion release. For the show, we would like to have $500 to secure a decent venue in Chicago. Although this and the products are a good chunk of money, we feel that this will allow us to go above and beyond what AEMMP has done in the past for promotions. We will be able to reach a larger audience and spread awareness about AEMMP Records, while promoting the Immersion release. At the show, we intend to ask for a $5 donation at the door. At $5, it is an affordable price for the average college student and a fair price to charge for a quality show at a local venue. This price will allow us to make back some of the money used to book the room. With our promotions and marketing in high gear, we are confident that we will be able to bring at least 50 people to our show.
PRINT ADVERTISEMENT: To be promotionally active and informative about our release, ok, cool., we would like to invest in print advertisement in The Chronicle – so that students become aware of AEMMP Records and its releases as well as continuing our relationship with The Chronicle. We are also going to create posters that will allow us to promote both the release as well as the show at Columbia and at popular areas around Chicago. Once we have the artwork, we can print these for free at Columbia.
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PROMOTIONAL PRODUCTS: Yo-Yo’s: For the 2014 Immersion release, AEMMP Rock created slap bracelets to creatively promote and advertise the 2014 Immersion collection as well as AEMMP Records. This year we want keep up the creativity and create yo-yo’s. Yo-Yo’s are more than just a promotional product because they allow us connect with our consumers on a more personal level. Growing up almost everyone owned a yo-yo and we want to reconnect our consumers with their youth with one of their favorite childhood pastimes. Yo-yo’s are a great conversational piece and a way to segway into promoting ok, cool. and AEMMP.
Temporary Tattoos: In order to change things up a bit and because of our artwork vision, we plan on creating a batch of temporary tattoos. Just imagine seeing the Immersion album artwork on people’s faces and bodies around campus and at the release show. This tactic will most definitely get people talking about the release and AEMMP. On the back of the tattoo, we will place the short URLs for the Immersion release on Soundcloud and Bandcamp. This will allow us a unique and fun way to promote both AEMMP and the Immersion release.
Stickers: The stickers that we intend to create will feature the album artwork, AEMMP logo, as well as the URLs for the release on Soundcloud and Bandcamp. The reason we will be using URLs and not QR codes, is because after doing some market research, we came to the conclusion that although QR codes are a great promotional tool in theory, we found that virtually no one in our demographic uses them. After a short debate, we decided that it would be much more beneficial to just provide people with a short URL to find the release. This way, rather than downloading the QR reader app, scanning the code and then going to the site, all they will have to do is quickly type in the URL. Stickers are a great promotional tool that can be used to not only promote the release, but promote AEMMP as a whole. They are easy to carry and spread and can be slapped virtually anywhere. If someone sees an interesting piece of art on a sticker, they are going to want to know more about where it came from and what it is for. This will help us spread awareness about AEMMP.
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EVENTS: RELEASE SHOW: April 16, 2015 - Partnership with Double Door. This will be an event to promote AEMMP, the Immersion class, and ok, cool.. We’ve yet to create a relationship with Double Door, this year at least, and we’re looking to build one just as Columbia currently has with The Metro. Line up: TBD
MIXED INDUSTRIES CONFERENCE: Date TBD - Having a table at SPB’s Mixed Industries Conference (MIC) in order to raise AEMMP awareness.
BIGGEST MOUTH: April 23, 2015 - Looking to partner with SPB to potentially help sponsor Biggest Mouth. We’ve encouraged artists we’ve previously worked with to audition for the chance to compete in the event.
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MARKETING PLAN: Album Title: ok, cool. U.S. Release Date: April 16, 2015 Key Music Release Dates: Release Show April 16, 2015 Album release April 16, 2015 Target Demographics & Brands: College students - 18-25 Males and females alike Little to no disposable income Concert/show/bar goer Avid music listener Fans of indie/folk and upbeat pop/punk rock
Digital Strategy: Consumer acquisition Strategy: -Reach out to current fan base via social media platforms, online advertising, print advertising, and postering. -Drive current and future consumers to revamped website -Goal: increase unique visits + pageviews
Online Marketing and Social Promotion: Website: Aemmprecords.com Facebook: www.facebook.com/AEMMPRecords -Increase “likes� -Engage with consumers -Post consistent content daily -Create an interactive platform for members to respond to -Increase knowledge of the AEMMP brand and Immersion Class release as well as other new and past releases.
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Twitter: https://twitter.com/AEMMPRock -Increase followers -Engage with followers -Post consistent content daily -Create an interactive platform for members to respond to -Increase knowledge of the AEMMP brand and Immersion release as well as other new and past releases. Instagram: @aemmprock -Increase followers -Engage with followers -Post consistent content daily YouTube: http://www.youtube.com/user/CCCAEMMPRecords -Increase subscribers -Post new content -Create an interactive platform for subscribers to post comments -Increase video views and likes -Increase knowledge of the AEMMP brand as well as other new and past releases Soundcloud: https://soundcloud.com/aemmprecords -Increase followers -Post all releases -Key to promoting in the current world of music social media -Important for hip-hop releases as well Bandcamp: https://aemmprecords.bandcamp.com -Increase followers -Post all new releases -Key to promoting in the current world of social media -Full collection of Rock releases
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Promotional Products: -Yo-Yo’s -Temporary Tattoos -Stickers
Digital Sales: Digital download - free -Soundcloud -Bandcamp
Release Show: Double Door -April 16, 2015 -5:00 - 9:00 p.m.
Public Relations: Print/Online -Columbia Chronicle - $100
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