Tomorrow Never Knows Music Festival 2013 Promotional Strategy

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Tomorrow Never Knows Music Festival 2013 Campaign Presentation May 4, 2012 Class of Justin Sinkovich


Content Team





Website Team


Front Page


Website Wireframe


About/Festival Lineup


Press Archive/Press Info


Sponsors/FAQs


Public Relations Team


Campus Promotions ¤  Logo/poster design contest ¤  Winner chosen by TNK ¤  Work featured on posters for campus and other participating venues

¤  Film and photography student contest ¤  Compile shots and footage of on-campus promotional events ¤  Opportunity to be the official Columbia videographer for TNK 2013


Poster Designs

•  QR code linked to a web page of rules and specs of design contest •  Other QR codes that can link to various social media sites


Battle of the Bands Event ¤  3 finalists chosen to perform from submissions by Columbia students ¤  Judging panel made up of industry professionals ¤  Soft launch of TNK website with presentation ¤  Social media contests/prizes ¤  Winning band earns a spot in the fest and other sponsor-provided prizes


Sponsorships ¤  Attached is a template for new sponsors Possible Sponsors for on-campus promo events: ¤  Columbia College/AEMMP Records ¤  Jimmy Johns ¤  Metro Mix & Do312 ¤  Goose Island ¤  Red Bull ¤  Shure


Implementation ¤  Focus groups of select faculty and students responded with overwhelmingly positive interest ¤  Opportunities to work with PR, events production, or marketing class during the fall semester. Other options include: ¤  Office of Student Engagement, Student Programming Board ¤  Volunteer support from proactive students ¤  TNK committee for campus promotion consisting of students

Moving Forward ¤  Similar campaign could run on other college campuses


Off-Campus Promotion ¤  Jaime Black - January local music series ¤  Promoter partnership or sponsorships ¤  Street teams around venues


Learning: Panel Discussions ¤  Throughout the fest to be presented by outside organizations: AEMMP, Dynasty Podcasts, NOSSA Magazine, Shure, Soundcloud, Gremln, etc. ¤  Possible discussion topics: ¤  ¤  ¤  ¤  ¤  ¤  ¤  ¤

Music sales Consumer-defined genres and the effect on broadcast format In studio Social media revolution Do-it-yourself artists panelists to include TNK 2013 artists Music business 101 Panelists to include faculty member from Chicago schools offering relevant degree: Columbia, Depaul, Flashpoint, Roosevelt

**System like SXSW panelpicker to gauge the level of interest, engage site users.


SEO Team


Current data via Google Chrome ¤  (23.96% of Internet users use Chrome, 2nd highest amongst browsers) ¤  TNK does not appear on any search engine with keywords “Chicago music festival” ¤  TNK does appear under Tomorrow Never Knows search, but directs you to Schubas page ¤  TNK does not show up with a search result for Schubas or Lincoln Hall


Different Strategies ¤  Lessen visual distractions ¤  Invest on a visually attracting web design ¤  Simplify the delivery of your landing pages’ content and reduce irrelevant linking ¤  Accessibility of other thematically helpful pages ¤  Presence of site search feature ¤  Testing pages on different browsers (including mobile options)


Ways to implement strategy ¤  Pay options: ¤  Yahoo’s Pay Per Click Program ¤  Google Ad-Words

¤  Free options: ¤  Creating high quality pages ¤  Links to social media sites


Keywords ¤

Chicago music festival

¤

Music festival winter

¤

Music festival up and coming acts/artists/bands

¤

Music festival indie acts/artists/bands

¤

Music festival Chicago acts/artists/bands

¤

Schubas

¤

Lincoln Hall

¤

January Music

¤

January Events

¤

TNK


SEO Search Word Data


Social Media Team


Phase 1 - Now to May ¤  "Focus on TNK history ¤  Get feedback about TNK 2012 ¤  Favorite performance ¤  Share photos, videos, etc” ¤  Retweet exciting announcements ¤  Venue news ¤  Chicago news/weather ¤  Local Happenings


Phase 2 : May to September ¤  Band facts/news/updates ¤  Upcoming CDs ¤  Tour announcements

¤  Venue news ¤  Chicago news/weather/ events ¤  Local happenings- building a sense of community


Phase 3: September to December ¤  Announcing lineup ¤  Giveaways ¤  Ticket sales ¤  Drink specials ¤  Band merch. ¤  Meet and greets

¤  How to purchase tickets (from website) ¤  Begin countdown


Phase 4: January ¤  Push for ticket sales ¤  Continued contests ¤  Trolley tracker ¤  Foursquare check-in deals ¤  Weather advisories/reports ¤  Changes to lineup and delays


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