INTRODUCTION p. 3 p. 4 p. 5 p. 6 p.7
The Problem The Narrative The Solution SWOT Competitive Review
DEMOGRAPHICS p. 8 p. 9 p. 10-13
Demographics Statistics The Fans Persona Profiles
B R A N D S T R AT E G Y p. p. p. p. p. p.
14 15 16 17 18 19
Differentiation Directives Media Mix Infographics Tour Dates & Concert Tickets Print Media Broadcast Media
BRAND ASSETS p. p. p. p. p. p. p.
20 21 22 23 24 25 26-29
Logo Sketches Final Logo Design Logo Variations Color Concept Typography Images Prototype
CONCLUSION p. 30 p. 31 p. 39
O f 2
Vision for the Future Conclusion Contact Info
C o n t e n t s
The Problem
Promoting Dixie Madison Country Entertainer Dixie Madison is a rising urban country singing star. She’s a multi-talented entertainer with colossal record sells, social media following and is on Billboard Magazine’s, “The Hot 100” with five #1Singles in 2016. As her popularity and demand continues to grow, Dixie Madison the brand needs to monetize her branding opportunities & maximize promoting her new cd, new national tour and merchandise.
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The Narrative
As a little girl growing up in Nashville, I use to pretend I was Faith Hill. I would prance around in my mama’s cocktail dresses and cowboy boots, singing into my hairbrush in the mirror. I would make both my younger brothers sit behind me as my audience. They would cheer and clap for me as if I was Reba McIntyre. After each performance, my fans, uh, I mean, my little brothers demanded no fewer than five encores from me. Who am I to deny them my talents and super-star presence?
I’m number one on the Billboard’s Country & Pop Music Charts for the last ten weeks. And last year, five of my songs were in the Top Ten. Google also said that I was the most searched celebrity in 2015. I’m also a style icon. Every fashion magazine has featured me on their covers and while all of the top luxury clothing designers want me to wear their fashions at the red carpet events. I’m guess I made it!
My Tour, Now that I’m at the top of my game, my fans are demanding to see me live to perform all my latest hits. I’m really My whole family is musical too. I learned how to play the guitar, excited to give my loyal fans a show. I really want my fans to piano, fiddle and mandolin by the sweet age of five. They say know I appreciate their support by touring in U.S 50 cities. I love I’m a musical prodigy; especially because I can repeat any note performing live and connecting to my fans through my songs. I hear by ear. I don’t even know how to read music. I like it that I can feel their love for me every time I step on the stage and way .I think if I did, it would get in the way of my creativity. I also perform. write and produce all my own material too. Now that I’m 21, my career has taken off like a rocket. All the years of hard work, sacrifices and performing in dive bars, birthday parties and county fairs has finally paid off.
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Biography
The Solution
Promoting Dixie Madison Country Entertainer The way to capitalize on Dixie Madison success is to create both online & traditional media presence to sell, promote & engage with her fans & the media utilizing these tools:
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STRENGTHS 1. 2. 3. 4.
Multi-Talented Entertainer Large Fan Base Large Social Media Following 5 Singles Billboard Top 100
WEAKNESSES 1. 2. 3. 4.
Not Established Touring Act Tour Long Time Commitment No Box Office Revenue Guarantee Unfamiliar With Road Crew Staff
OPPORTUNITIES 1. 2. 3. 4.
National North America Tour Merchandising & Ancillary $$$ Charity Tie-In’s Tour Elevates Celebrity Profile
THREATS 1. 2. 3. 4.
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Tour Revenue ROI Unknown Fan Reviews Unknown Music Critique Reviews Unknown Same Genre & Timeline Competing Tours
Dixie Madison
Taylor Swift
Carrie Underwood
April Kry
1. Similar: -Crossover Country & Pop Genre 2. Different – New Talent 1. Similar: Guitar Piano & Songwriter 2. Different: Urban & Exo/c Look, & Plays 5 Instruments
1. Similar: Crossover Country & Pop Genre 2. Different: e Album Sales 27.67M 3. Similar: Guitar & Songwriter 4. Different: 210.7M Social Media Followers
1. Similar: Country Genre 2. Different: No Pop Cross-Over 3. Similar: Plays Guitar & Piano 4. Different: Cumula/ve 58 Million Record Sales
1. Similar: New Ar/st 2. Different: Genre Only Country Music 3. Similar: Guitar & Songwriter 4. Different: No Na/onal Tour, Only Spot Dates
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Age Gender
16-34 13%
Female 54% 44-64 16%
Male 46% 65+ 16%
Race White 90%
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Black 5%
Hisp. 3%
Other 2%
Stats Demographics: Target Market
Gender: Female Age: 14-35 yrs. old MMI: 25,000 & Up Educa/on: Varies Race: Mul?-Racial
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Name: Mona Lisa Schriffen Loca/on: ManhaYan, NY
Target Demographic:
Ciao, I’m Mona Lisa
Gender: Female Age: 25 yrs. Old Educa/on: Financial Management, MBA Occupa/on: Wall Street Firm, Financial Analyst Income: $110,000+ Plus Bonuses
Target AYributes:
Family: Engaged to be Married; Older Brother; Professional Parents Married 30 yrs. Ethnicity: Black Poli/cal: Democrat Personal Values: Personal, Academic & Professional Achievement is Paramount Clubs/Tribes: Alpha Kappa Alpha Alma Mater, Starbucks Morning Club, & Big Fan of the NY Knicks &Season’s Ticket Holder. Faith/Religion: Non-Denomina/on Chris/an; Goes to Church on Holidays Only
Target Persona’s Story:
Engaged To Married to her college sweet heart who is a Den/st. She is a DNC Member & Deputy Registrar. She is ac/ve on all Social Media Plaforms to keep in contact with friends & family social ac/vi/es. She enjoys twice a month girls night out with girlfriends & weekly dinner dates with her finance. She goes to every major concert that comes to NYC and Coachella with her girlfriends and interna/onal vaca/ons with her fiancé every year. She & her brother visits their parents every three months on the weekends & every major religious holiday. She loves wearing designer labels & pos/ng her social life on all her social media plaforms. She does social media surveillance on her friends while they compete who has the more glamorous lifestyle. She speaks Italian & Spanish Fluently. 11
Hola I’m Tori
Name: Tori Colon Loca/on: Miami, FL Target Demographic: Gender: Female Age: 34 yrs. Old Educa/on: Full Time Nursing Student Occupa/on: Full Time Retail Cashier Income: $25,000 Target AYributes: Family: Single; 2 Younger Sisters & Raised by Single Parent Mother Ethnicity: Hispanic Poli/cal: Democrat Personal Values: She is Loyal to her Family, Community & Religious Upbringing Clubs/Tribes: Faith/Religion: Catholic but she doesn’t go to church Target Persona’s Story: Tori doesn’t have a lot of free /me because she goes to school full /me and works full /me. She’s want’s a career in health and she considers mee/ng & marrying a doctor a cool plus. Her extra /me is spent with her family & long /me friends. She doesn’t date much and when she does, they are blind dates set-up by family, friends and co-workers.
She is op/mis/c that she will find her true love that she will marry and have children with. She listens to Spo/fy constantly & buys music from iTunes. She loves going to all major concerts & follows all the Celebrity News, while DVR’ing all of the Real House Wives Franchises. She keeps up with family & friends via FaceBook. She has two younger female siblings and enjoys Sunday Family Dinners ajer Church. She loves the latest fashions and likes tracking popular fashion brands are popular with her favorite celebri/es. On TwiYer & Instagram she follows all of her favorite celebri/es.
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Name: Jessica Miller Loca/on: Los Angeles, CA
Target Demographic:
Hi I’m Jesse
Gender: Female Age: 19 yrs. Old Educa/on: High School Graduate Occupa/on: TV Produc/on Assistant Income: $55,000 yearly Discre/onary Income: $1,000 to $10,000 Monthly
Target AYributes:
Family: Single (Ac/vely Da/ng); Only Child & Parent’s Divorced 10 yrs. Ago & Both Are Remarried Ethnicity: Caucasian Poli/cal: No
Personal Values: Get All That You Can Now & Use What You Got. Modesty Is a Waist of Time! Clubs/Tribes: Instagram, TwiYer & YouTube Sensa/on with How-To MakeUp Tutorials (500,000 Followers) & Fashion Trends Blogger. Faith/Religion: Jewish but she & her parents don’t follow cultural rituals.
Target Persona’s Story: Jesse is very athle/c & enjoys playing Soccer,
Surfing, Hiking & Mountain Climbing. She dates a lot using, playing the field & uses Tender as her Wing Person. She’s not interested in a serious rela/onship because she’s very ambi/ous and thinks it will get in her way. She loves to party with her girlfriends where they ojen meet-up for happy hour and on weekends when she doesn’t have a date.
She is a sexy Instagram Fitness Model & Make-Up Ar/st Star crea/ng Tutorials. Collec/vely she has 1M followers. She makes extra money from Social Media Sponsorships that exceeds her actual employment salary. She stays at her TV PA Posi/on to Learn how to Mone/ze her Social Media Follower to get her own Reality Show on Bravo or E! TV. She enjoys going to music fes/vals and concerts. She get’s VIP Treatment at these high profile events because of her Hollywood posi/on, connec/ons & online followers & sponsorships.
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Flower Power
IngĂŠnue Vocal & Elevated Fashion Throwback to Janice Joplin Flower Child Essence & a Young Glamorous Gloria Steinem Feminist Power Presence. 14
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National tours takes an extensive planning process requires 12 to 6 months advance planning. Talent buyers & talent bookers for talent, venues and festivals starts in January of the same year. For marquee talent it may begin before then. Because Dixie is a huge star, her tour planning has to start with enough advance time. 16
Dixie Madison Heart Of America Tour Concert will be promoted on her website along with providing a link to LiveNation where her fans can buy tickets from Ticketmaster. Her fan club members will be allowed to buy pre-sale tickets before the general public. The actual concert tickets will display her logo for branding opportunity. 17
Consumer & Trade Magazines
Promoting Dixie Madison in both print and broadcast media, utilizing Consumer Magazinesfor her fans and Trade Magazines to the entertainment industry.
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20 Sec. TV Commercial Promo
10 Sec. Radio Commercial TV & Radio Commercials is utilized to promote her Heart Of America. Radio will partner with radio stations for ticket free giveaways as another way of promoting tour and greeting good will with her fans.
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The top 5 logo sketches were to incorporate images of a free spirit; her love of the guitar & the feelings of love & empowerment in a coherent form. Dixie needed a logo to communicate her brand, she also wanted it to be easily recognizable. 20
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Tagline: Let’s Take A Journey Together
Combination Logo: Icon & Wordmark Dixie Madison’s final logo is simple, bold, & easily recognizable. The concept represents her brand that is Americana, Power, Spiritual, & Hippie Couture. These are the reason’s why she chose sketch #2 as her final logo, where there are only infinite possibilities of creativity. Two survey’s were created, where her target market overwhelmingly picked this logo too by 85% of the respondents. 21
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Dixie Madison represents Americana which color concepts are Red, White & Blue. The colors of red and blue are primary colors while the color white is a neutral color. In color theory, red represents love, power and passion. The color blue represents calm, friendly, reliable, & peace while the color white is associated with purity, cleanliness, wholeness, and equality. These three colors actually describe Dixie Madison’s brand & tone as a cohesive match. 23
Dixie Madison Typography represents different elements of her brand personality & is cohesive with her color concept and logo.
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Dixie Madison Images should represent urban, fashion, hippie flower power movement & bold color concepts.
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Home Page
Dixie Madison online presence is to sell, promote & engage with her fans & the media.
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Pop-Up Registration
Pop-Up Newsletter and Email Registration & Personalize Email is designed to capture, engage & inform fans and the media of all Dixie Madison relevant information.
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Music Tracks
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Music Video & Promo
Dixie Madison’s Social Media presence is a tool that she use’s to create & maintain her brand awareness & engage with her fans & media.
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Expanding The Dixie Madison Brand Currently Planning for 2017 Domestic North America Tour in 48 U.S. Cities and Toronto & British Columbia in Canada. 1. 2018 International Territories with an International Tour 2. Partnerships with H&M to Launch Affordable Fashion Line 3. Perfume Launch
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Promoting Dixie Madison The Brand Dixie Madison is a entertainer, therefore a brand. She sells both services, her talent and products that represents her music, merchandising & concert tickets. As her popularity and demand continues to grow, Dixie Madison the brand needs to monetize her all branding opportunities & maximize revenue streams & seize promotional momentum.
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