Integrated Marketing Campaign - SoundCloud
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Transcript of Integrated Marketing Campaign - SoundCloud
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GROUP 10 // Jerlynne Tan, Danielle Serrone, Manjot Grewal, Kaitlyn Picco
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What is SoundCloud?
○ Popular online music and audio streaming platform
○ Established in Berlin, Germany○ Founders: Alexander Ljung and Eric
Wahlforss○ Launched in 2007 → 175 monthly
listeners
Partner
Pro
Pro Unlimited
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Competitors
● Apple Music/iTunes
● Spotify
● Pandora
● Slacker
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SoundCloud Campaigns
“Falling of the Berlin Wall”
● Low Budget Campaign Released by Grey Germany
● Marked the 25th anniversary of the falling of the Berlin Wall
● Mimicked the image of the Berlin wall falling
● Only campaign released by SoundCloud
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Competitor Campaigns
Spotify
Pandora “Year in Music”
“Thanks 2016, It’s
Been Weird.”
“The Next Song
Matters”
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Who Dominates the Music Streaming Market?
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What an IMC plan will do:
✔ Fix SoundCloud’s broken business model
✔ Have a clearer monetization model
✔ Better consistency with advertising to their consumers
○ build better trust and relationships
✔ Differentiate themselves from their competitors
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Target Market
● “Young City Solos” and “Singles and Starters”● Millennials: ages 18-35● Passionate about music● Actively use social media and radio music apps
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Elements of the Creative Brief
Objective Statement
● Create a Preference/Liking Brand campaign ● Target Audience: Millennials who have a strong interest in music
Brand Character/Support Statement
● Discovery
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Advertising
Public Relations
IMC Elements
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SoundCloud Music Festival 2017
● Public Relations events on college campuses● Concerts at:
○ Tickets $5, Students Free
College Date
UC Berkeley April 7th
San Jose State University April 8th
University of Northern Colorado April 15th
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Entertainment
Student Singers
Anderson Paak
GoldLink
OSHI
Blackbear
Kali Uchis
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Event Merchandise
T-shirts and tank tops can be printed with the event logo or customized with wavelengths from guests’ chosen song.
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Activities
● Raffle○ Winners will get event merchandise○ One lucky winner gets a free subscription service for SoundCloud Go
● Post & Share○ #ShareYourCloud
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Advertising
➔ Self-Promotion◆ Social Media Marketing
● Facebook ● Instagram ● Twitter
◆ Using Hashtag #ShareYourCloud to promote the events
➔ Promotional Flyer◆ 3 flyer designs ◆ Will be distributed on the campus
where the concerts will take place ◆ Flyers will be uploaded to social media
sites● Facebook● Instagram● Twitter
#ShareYourCloud
@AndersonPaak @GoldLink @Blackbear
@KALIUCHIS @oshimakesmusic
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Budget
Locations Cost
San Jose State University $ 20,000
UC Berkeley $ 20,000
University of Northern Colorado
$ 10,000
Total Cost of Venues $ 50,000
Cost of Venues
Performers Cost
Anderson Paak $ 7,500
GoldLink $ 7,500
Kali Uchis $ 6,000
Blackbear $ 6,000
OSHI $ 500
Total Cost of Performers $ 27,500
Cost of Performers
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Merchandise Number of Items
Cost Per Item Cost
T-Shirt 500 $ 5.00 $ 2,500
Lanyards 300 $ 2.00 $ 600
Water Bottles 150 $ 4.00 $ 600
Screen Printer 3 $ 100.00 $ 300
Total Cost $ 4,000
Cost of Merchandise
Advertising Number of Flyers
Cost Per Flyer
Cost
Flyer (4.25” x 5.5”) 5,000 $ 0.02 $ 100
Flyer (8.5” x 11”) 5,000 $ 0.06 $ 300
Total Cost $ 400
Cost of Advertising
Total Cost of SoundCloud Music Festival 2017 = $ 81,900
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Thank You!!!Any Questions?