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Idefi deck
1.
2. Idefi Music:
Meet the New Record Label
Our campaign focuses on two target
publics:
Primary Public: Struggling Artists
Secondary Public: Potential Investors
Struggling Artists:
Rejected by traditional labels due to
marketing $$
Potential Investors:
Desire fully detailed business plan
and mitigated risk
3. Idefi Music:
Meet the New Record Label
Before designing the campaign, we
conducted primary research to reveal
idefi Music’s market situation:
Lots of competitors but still room for
growth
Many music fans prefer to pay for
music that’s easy to get
Music communities are big business
– and vastly overlooked by labels
4. Idefi Music:
Meet the New Record Label
We also researched the company’s
background in the music industry:
idefi Music was formed in 2009 by
people passionate about the music
The company values artists and
works to nurture obscure talent
idefi Music also pays artists fairly,
breaking with the traditional label’s
“cut system” (debt!) that keeps
artists chained to the mass market
idefi Music’s distribution and
promotion platform enables artists to
set their own pay rates and
determine:
The kind of music they make
How and how often they
promote themselves
Where their money goes
5. Idefi Music:
Meet the New Record Label
Collectively, our research revealed the
following problems for our campaign to
address:
Complicated rewards system
Digital touchpoints lacked persuasive
features and guiding social strategy
Lacked updated media kit with new
promotional materials
Obvious disconnect between artists
(with their unique needs/desires)
and idefi Music
6. Idefi Music:
Meet the New Record Label
Given these concerns, our primary goals
and objectives for this campaign are to:
Raise brand awareness
Establish idefi Music’s reputation –
And enhance what is already known
We want to position idefi Music as:
A new modern type of record label
A promotion partner
“We don’t just publish music – we
develop artists. We are The New
Record Label.”
7. Idefi Music:
Meet the New Record Label
Our proactive strategic advice is for idefi
Music to:
Think community: You need to be
where artists and music lovers are
Think connection: You need to
update your own promotional
materials, including blog content and
social channels, to engage
Think opportunity: You need to
sponsor an artist’s “start”
8. Idefi Music:
Meet the New Record Label
Our message strategy is split between
our two publics:
Artists: “idefi Music is the New
Record Label that takes the time to
develop its talent.”
Investors: “ideif Music is a new kind
of record label. Let us show you how
the business model works.”
9. Idefi Music:
Meet the New Record Label
Our campaign uses the following tactics:
Interpersonal Materials:
Press release, pitch letter
Organizational Materials:
Brochure, social strategy
News Media Materials:
Media kit content
Advertising Materials:
Mockups
10. Idefi Music:
Analyzing the Situation
The digital distribution/promotion
market still has room for growth:
Significant boom within digital music
distribution industry
Competitors need strong, aggressive
positioning to stand out
Artist development
Artist promotion
People will pay for fairly priced,
unique music to support their
favorite artists
Music communities are deciding hits
now: Influencers and music fans are
overriding label-controlled radio
There’s space in this arena for a
distributor who “gets” artists, music
fans, and online music communities
11. Idefi Music:
Analyzing the Organization
We performed a digital competitive
analysis to support idefi Music’s website
redesign objectives:
We found room for improvement in
artist pages, the blog and readability
We recommend more transparency
and simplicity in the point system –
and less text!
We suggest clearly explaining artist
development and artist promotion
Video demos would clarify the
business model
Music fans are “missing” from the
site – build and leverage
communities!
12. Idefi Music:
Analyzing the Publics
After interviewing members of both
target publics (artists and investors), we
discovered:
Struggling Artists:
Desire to create, distribute, and
market their materials
However, they also desire label
support and connections
Want fair pay and ROI
Just want to focus on the music
Potential Investors:
Want to minimize risk
Desire fully detailed business plan
Want demonstrated ROI
Feel “safer” with strong social
presence and recognizable artists
13. Idefi Music:
Goals and Objectives
Our goals and objectives for this
campaign are to:
Raise brand awareness
Establish idefi Music’s reputation
Increase investor understanding of
idefi Music’s business model
Present idefi Music as a legitimate
newcomer in this market
We want to position idefi Music as:
A new modern type of record label
Credible publisher and promoter
Unique
A promotion partner
“We don’t just publish music – we
develop artists.”
14. Idefi Music:
Goals and Objectives
In line with these goals and objectives,
we provide the following detailed
proactive strategies:
Adopt a social strategy to leverage
music communities/artists
Devise a content calendar for
consistent blog and social updates
Form alliances with key competitors,
especially those who can offset what
idefi Music lacks
Sponsor events/stages for artists to
get their “start”
Select a spokesperson for the
company to recruit new artists
Develop video demonstrations of a
simple, 3-step process to publishing
with idefi Music
15. Idefi Music:
Message Strategy
Our message strategy is split between
our two publics:
Artists: Focus on control, ease of use,
benefits, free tools, and how idefi
Music helps them grow as artists
“idefi Music is the New Record
Label that takes the time to
develop its talent.”
Investors: Focus on the business
model, ROI, how idefi Music fills a
gap in market and think long-term
“idefi Music is a new kind of
label. Invest in a re-envisioning
of the music industry. We’ll
show you how it works.”
16. Idefi Music:
Message Strategy
Each public receives its own
spokesperson:
Artists: Either an established,
endorsed artist or a newly discovered
artist using idefi Music
Appeal: Artists like to hear from
other artists who care about the
music and succeed
Be positive and motivate talent
Investors: Broker or business partner
who understands both the music
business and investing
Appeal: Investors want to learn
about a new company from a
business standpoint
Be clear and stick to facts and
ROI
17. Idefi Music:
Campaign Tactics
Our campaign uses the following tactics:
Interpersonal Materials: Music
tradeshows and events as venues for
recruiting new artists and investors
Press release
Pitch letter
Flyers
Business card
Organizational Materials: Extra
components for communicating from
the organization’s view
Brochure
Social strategy
18. Idefi Music:
Campaign Tactics
Our campaign uses the following tactics:
News Media Materials: Components
for communicating with new and
alternative media
Media kit, with updated content
Positioning paper
Feature release
Advertising Materials: Print or
Interactive Media
Mockups provided by lead
creative Rachel Hornay at
Lindsey+Asp
19. Idefi Music:
Rebranding Artist Tiers
Although not originally part of our
campaign, we simplified the points
system to enhance understanding
among both target publics. We did so
because:
The point system forms the heart of
the idefi Music business model
The brand fails to answer the
question, “Why would anyone use
this service instead of another?”
The artist pages need improvement
Difficult to visualize where you
stand as an idefi artist
20. Idefi Music:
Rebranding Artist Tiers
With this in mind, we brainstormed the
following changes:
“Premiere artists” or “idefi artists”
are renamed Endorsed artists
“idefi artists” are renamed trial or
basic artists
We cut the point system into clear
levels to communicate progress
We added a progress bar for
motivation and terminology that
connects with younger audiences
21.
22. Idefi Music:
Rebranding Artist Tiers
Remember:
“Anyone can distribute.
Anyone can make CDs.
But only idefi Music actively
develops talent.”
We suggest that idefi Music focus on
what benefits matter to artists,
including the ways the company
nurtures talent.
This is a great competitive position in a
lopsided market.
Too many distributors
But they’re crummy promoters
idefi Music can fill this gap
23. Idefi Music:
Interpersonal Tactics: Events
Our campaign uses the following
materials for events:
Press release template
announcement
Pitch letter template announcement
Artist flyer
Investor flyer
Business card mockup
Schedule for preparing materials in
advance
The following slides provide samples of
the:
Artist flyer
Investor flyer
Business card
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26.
27. Idefi Music:
Organizational Tactics
Our campaign focuses on two
organizational tactics:
Brochure
To quickly introduce artists to
idefi Music, The New Record
Label
Social Strategy
To build, connect, engage and
leverage online communities
passionate about music
The following slide provides a sample of
the social strategy.
28. Idefi Music:
Social Strategy
To convince: struggling artists, music
prosumers, Oklahomans and
potential investors
To: support idefi Music’s distribution
platform, Endorsed Artists and
promotional efforts by engaging with
idefi Music on social media
Instead of: competitors
Because: idefi Music develops talent
and diversifies music, enriching the
industry while making the market a
fairer, more interesting place for us
all
Tone: Friendly, Open, Transparent,
Helpful, Excited (about music and
industry changes), Challenging (the
status quo in the industry)
Position: Music Advocate (on behalf
of artists, fans and those who love
the industry)
29. Idefi Music:
News Media Tactics
Our news media tactics are designed to
fit into a media kit. These include a:
Feature release
The ‘idefi Music” family
Positioning paper
Why we need competitors in the
music industry
Letter of introduction
A bonus pitch letter template
Point system overview
Simplifies the point system
Fact sheet
Quick facts on idefi Music
The following slide provides a sample of
our fact sheet.
30.
31. Idefi Music:
Advertising/Promotion
We crafted a creative brief to base
advertising materials:
Our People: Artists. They are
motivated by their love of music and
a dream of sharing their own creative
spirit with the world.
Goal: To establish idefi Music’s
reputation as modern, legitimate and
fair: The “new record label”.
Objective: To positively impact the
awareness of artists seeking to
distribute and promote their music;
specifically, to increase their
understanding of idefi Music’s unique
services/rewards.
32. Idefi Music:
Advertising/Promotion
We crafted a creative brief to base
advertising materials:
Strategy:
To convince: Artists
To use: idefi Music’s distribution and
promotion services
Instead of: its online music
competitors and traditional record
labels
Because: idefi Music provides expert
knowledge, services and connections
without ripping off struggling artists
trying to “make it big” in a
competitive industry
The following mockups are provided by
Rachel Hornay, a Lindsey+Asp creative.
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36. Idefi Music:
Thank you
Thank you for sharing in our campaign
for The New Record Label.
Campaigns Team:
Shiva Stella: Account Executive
Whitney Strittmatter: Assistant AE
Jennalee Hughes: Assistant Designer
Sam Thomas: Copywriter, Researcher
Sydney Chase: Copywriter,
Researcher
We’d also like to thank Rachel Hornay
for her creative samples, and Mr. Brady
Deaton, CEO idefi Music Group, for
tolerating our surprise Google Hangout
requests and late-night emails.
[Thank you.]