Tomorrow Never Knows Music Festival 2013 Promotional Strategy

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

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Music festival winter

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Music festival up and coming acts/artists/bands

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Music festival indie acts/artists/bands

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Music festival Chicago acts/artists/bands

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Schubas

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Lincoln Hall

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January Music

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January Events

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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