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