New York November 1920 2002 WGBH Presented by Anne Zeiser Martin Scorsese Presents PROJECT ELEMENTS 3 Project Elements TV Series7 part PBS M artin Scorsese Radio Series13 part PRI ID: 660687
Download Presentation The PPT/PDF document "CROSS-PLATFORM OVERVIEW MARKETING & ..." is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
CROSS-PLATFORM OVERVIEWMARKETING & BRANDING
New York, November 19-20, 2002
WGBH
Presented by: Anne Zeiser
Martin Scorsese PresentsSlide2
PROJECT ELEMENTSSlide3
3Project Elements
TV Series-7 part (PBS) (Martin Scorsese)
Radio Series-13 part (PRI)Web Site (pbs.org/theblues/)Companion Book (H
arperCollins)Concert (Radio City Music Hall)Concert Film (Antoine Fuqua)Music CDs, home video (Sony/Universal)Slide4
4Project Elements
“On the Road” grassroots tourFilm, music, and cultural festivals
“Year of the Blues” (YOTB)The Blues FoundationYearoftheblues.comMuseum Exhibit (EMP)
Educational Outreach (high schools)International disributionSlide5
LANDSCAPE MACROTRENDSSlide6
6Redefining the Good Life (
Yankelovich, 2001)
Consumers are reassessing their lives - most concerned with substanceWant to spend leisure time engaging in quality/worthwhile activitiesHave high standards84% expect highest level of customer service on goods and services purchasedSlide7
7Desire for
Authenticity & Connection (Yankelovich
, 2001)Consumers are frustrated with institutions’ failure to deliver promises52% reported anti-aging products, diet/weight loss programs, and trendy restaurants as overrated
Expressing return to “true self” attitude52% feel no one knows the real themNo longer feel pressure to live up to “dot.comer” imageSlide8
8Desire for
Authenticity & Connection (Yankelovich, 2001)
Renewed sensitivity to family and friends76% reported desire to stay in touch with family and friends 63% wish to be more involved in community55% of 50-64 year-olds reported meaningful conversations at least once/weekSlide9
9Desire for
Authenticity & Connection (Yankelovich, 2001)
More concerned with quality of relationships than own social statusFew feel personal beliefs and values are shared by most Americans66% want to know people who share similar valuesSlide10
10Attitudes Toward
Leisure Time & Media
(Yankelovich, 2001)Most would rather spend free time doing activities they enjoy vs. resting or relaxing45% of 50-64 year-olds enjoyed active participation activities
63% agreed they “prefer spending my money on experiences that will enrich my life”Slide11
11Attitudes Toward Leisure
Time& Media (Yankelovich
, 2001)Feel TV has become dull (50-64 year-olds)65% report “TV is less interesting today than it used to be
”85% are looking to media “to learn something new”Feel violence is too prevalent85% are concerned about it in TV, movies, and lyricsSlide12
BLUES MICROTRENDSSlide13
13Blues Loyalists
(Simmons, 10/00 to 9/01)
Primary: Purchasers of records/discs/tapes of Blues recordings in past year; loyalists are predictors of concert-going, etc. (purchasers are 10X larger group than listeners)Secondary: Blues radio listeners Slide14
14Blues Loyalists
(Simmons, 10/00 to 9/01)
Gender59% female; 41% male (52% female; 48% male of radio listeners)Age27% - 35 - 44 (23% of radio listeners)
26% - 25 – 34 (38% of listeners)22% - 45 – 54 (20% of listeners)13% - 18 – 24 (11% of listeners)8% - 55 – 64 (8% of listeners)4% - 65+ (5% of listeners)Slide15
15Blues Loyalists
(Simmons, 10/00 to 9/01)
Geography21% - Southeast (31% of radio listeners)17% - Pacific (20% of listeners)16% - West Central (4% of listeners
)12% - Mid-Atlantic (12% of listeners)10% - Southwest (7% of listeners)10% - East Central (6% of listeners)3% - New England (4% of listeners)Slide16
16Blues Loyalists
(MRI, 2001)
Ethnicity80+% of those who purchased blues CDs in the previous year were CaucasianMusic participationIndices are high for playing instruments, attending music
performancesSlide17
SWOT ANALYSISSlide18
18Strengths/Opportunities
Project’s POV that the blues influenced all music broadens target audience and appealFirst comprehensive cross-platform media project on
the blues offers significant potential reach and impactTop-notch pedigree associated with project (film & media producers, ancillary publishers, financiers,
partners, corporate sponsor)Slide19
19Strengths/Opportunities
Year-long lead time allows project to reach cult-like music and film fans and build buzzSeven films can create “living room” film festival – signals major TV eventProject
gives back; commitment to artists and cultural preservationMusic communicates and unifiesThe blues are inherently “hot;” a project whose time has come to revitalizeSlide20
20Weaknesses/Challenges
Complex project requires clear vision, positioning, coordination, and timingDirectors’
approaches are individualized; need connective tissue to create wholeUnusual configuration for television: 90 mins7 nights of content presents reviewing, viewing, and scheduling issuesWill be compared to Jazz; needs differentiation and focused messagingSlide21
21Weaknesses/Challenges
Launching in Fall against new TV series and baseball’s World SeriesAssumption that the blues is a niche requires broadened appeal to ensure accessibility
Sales for the genre are down and few blues icons are alive and serving as spokespeople Chasm between blues’
African American roots and current white listenership needs to be breached Slide22
THE BLUES’ AUDIENCE DemographicsSlide23
23The Blues’
Target Audiences
PublicMusic loversFilm buffsPBS’ corePublic radio’s core
VW driversAfrican AmericansHS & college studentsInfluencersMusiciansThe pressCapitol HillPBS systemCar dealers
TeachersSlide24
24Core
Blues Audience Profile(MRI, 2001 and Simmons, 2000 and 2001)
Gender - approximately evenly splitAge - preponderance (72%) is between 25-54; 27.5% are 35-44Ethnicity - 80% Caucasian; also resonates with ethnic audiences
Geography - spikes in Southeast, Pacific, West Central, MidatlanticSlide25
25Core Blues
Audience Profile(BMA and NARM, Soundata/
Soundscan; Kitchen Group 2002)Education - More than half (52%) have college degreesIncome - Median income is $54K; nearly $15K above national median HH income
Blues affinity - Almost half (48%) of general music consumers “like” or “strongly like” blues music Slide26
26Music Participation
Blues Loyalists index high for playing instruments, attending music performances, and listening to jazz and classic rockAlmost 3/4s (72%) purchased 10+ CDs/year
Of the 75% attending live performances, the average # of performances/year is 6.1 (younger-bars/clubs; older-festivals/concerts)
Core Blues Audience Profile(BMA and NARM, Soundata/Soundscan; Kitchen Group 2002)Slide27
27Active Engaged Citizens
(PBS, 2001 Segmentation Study)Represent wide age range; most likely to be Baby B
oomersHigher than average education and incomeSlide28
Active Engaged CitizensDemographics
Boomers
Smaller Families
Urban
College Educated
Professionals
Retired
Higher Income
26Slide29
THE BLUES’ AUDIENCE PsychographicsSlide30
30Core
Blues Audience Psychographic Profile
Music lover, player, and goerSees music as a universal languageValues authenticitySeeks active and enriching experiences to share with othersCommunity connected
Seeks quality media contentSlide31
31Active Engaged Citizens
(PBS, 2001 Segmentation Study)High social/cultural involvement; high civic/political involvement
Likely to donate to social and cultural institutionsHas optimistic, confident, enlightened attitude toward lifeSlide32
Active
Engaged Citizens
Active In All Kinds of Things. You Name It
, They Do It.
DIY
Classes
Fishing
Entertaining
Block Parties
Zoo
Theme park
Public library
Travel
Golf
Tennis
Skiing
Books
Music
Movies
Theatre
Dance
Art Galleries
Museum
23Slide33
Active
Engaged Citizens
Involved & Supportive of Community & Political Interests
Contributed to community
project
Worked for a cause
Volunteered
Contacted public official
Went to political meeting
Voted
Donated to education
Donated to political party
Donated to public radio
Donated to a museum/art gallery
Donated to the arts
Wrote letter to editor
Donated to PBS
Average total
donations,
$1707/year
24Slide34
34Active Engaged Citizens
(PBS, 2001 Segmentation Study)Discerning viewers; like TV with depth that stimulates brain, including docs, news and social
dramasLikely to engage with PBSSlide35
Active Engaged Citizens Discerning In Their Choices. Prefer
“Smart” Options.
Nature Shows
Travel Shows
Current Issues
History Shows
28Slide36
Active Engaged Citizens Most Engaged With PBS
29Slide37
GOALS & OBJECTIVESSlide38
38Project Goals
Celebrate and increase appreciation of
the blues’ profound influence on music and cultureCapture the essence and cultural impact of this genre through artists’ music and stories Inspire audiences to explore their own personal relationships with the blues Slide39
39Project Objectives
Promote audience engagement with project’s cross-platform elements:
35 million peopleRaise media project awareness with key audiences: 1
/2 billion media impressionsSpawn national dialogue and engagement and create lasting cultural impact on the blues: 50 events reaching 1 million influencers; qualitative measures of buzz and impactSlide40
PROJECT BRANDING & POSITIONINGSlide41
41The Blues’ Brand Persona
The Explorer
Learns what’s valuable by discovering new things Challenges audiences to do new things and in so doing, to learn about themselvesSlide42
42The Blues’
ExplorerBrand Pillars
Authentic, honest, grittyPersonal, human Pioneering, self-discoveryFree-spirited, freeing Life-affirmingPassionate, emotional, and inspirational
Culturally-relevant, compelling, thoughtfulContemporary POV; new experiencesSlide43
43The Blues’
Brand EssenceThe Blues
is my celebration and journey. This influential music genre reflects the human experience; its power helps me feel my connection to humanity and American culture.Brand Essence Definition: Encapsulates how an audience should connect with and feel about the brand...its heart, soul, spiritRelates to the brand’s uniqueness to deeply rooted human needsSlide44
44Positioning Mandates
Creates top-of-mind relevance to key audiencesEstablishes brand saliency
Motivates audiences to participate via quality and authenticityCompetitively differentiates and definesReaches broad spectrum of music loversSlide45
45The
Blues’ Brand PositioningFor music lovers seeking enriching entertainment,
The Blues is an inspiring entrée to personal discovery of the music’s profound reflection of culture and humanity.– a musical journey
–Brand Positioning Definition: Describes where a brand fits into and competes in the marketplace. Built on relevant points of difference that will make people want to participate with the brand.Slide46
46The Blues’ Positioning
Strategies and MaximsBroaden target audience by conveying blues’
powerful influence on music and cultureThe music’s the thing – use the power of music to reach people and lead efforts
Be true to the essence/integrity of the music (authentic roots; fresh expression) Slide47
47The Blues’ Positioning Strategies and Maxims
Develop creative, interactive devices that unexpectedly taps people
’s love of musicCreate a catalyst for people to explore their personal relationship with the music (emotional connection, journey, dialogue)Slide48
48Project Messaging
The Blues is:
A celebration of the blues’s profound influence on all music genres in the past centuryA reflection of American culture – past & present
The first word on the blues; not the lastA collection of impressionistic visions that capture the spirit and power of the bluesA pioneering cross-platform project expressing the “real”essence of the blues Slide49
49Project
MessagingThe Blues is:
A geographic and musical journey into this global and American art formAuthentic, honest, approachable, expressive, free-spirited, compelling, thoughtful, life-affirming, human, and inspirationalCreated/supported by the best in film, TV, radio, books, CDs, home video, concerts, museums, and music Slide50
50Project Messaging
The Blues is about:All music genres
– soul, country, R & B, hip-hop, rock‘n’ roll, jazz, grunge, world, etc.
History – politics, economics, race, migration, struggle, celebration, religionPeople – artists’, directors’, and fans’ personal storiesYou/Me – our connection to humanity through the music we love – a personal journeySlide51
MARKETING STRATEGIESSlide52
52Marketing Strategies
Lead all communications with the musicBroaden audience by including all music genres
Leverage different appeals of each filmBring The Blues directly to music lovers and ambassadors early onOrchestrate all The Blues & YOTB activities into single plan that crescendos with TV premiereSlide53
53Marketing Strategies
Cross-promote all The Blues
platforms – on air, online, in print, in schools, and on-the-groundLeverage The Blues partners’ assets to extend the reach of the project
Create a legacy for the blues by celebrating the genre, by supporting artists, and teaching the bluesSlide54
MARKETING TACTICSSlide55
55Three
-Phase CampaignI. Early Ambassador
AwarenessTargets niche audience of music and film aficionados
& cultural leaders/influencersYOTB activities (Congr. proclamation)Concert/concert promotionOnline and viral marketingKey music and film festivalsGrassroots tourSlide56
56Grassroots Tour
Tracks geographical and musical journey of the blues Reaches key blues
markets & media marketsYear-long multi-market press, music, and film traveling road show to garner coverage, buzz, and support for projectCadre
of spokespeople for tour (producers, directors, artists)Slide57
57Grassroots Tour
Media relations initiatives (one-on-ones, editorial board meetings, press events)
Charitable partner tie-in (YOTB, schools)Festivals (film & music)Cultural events (musical, historical, etc.)Retail product promos
(book, CDs, videos)PBS station events (screenings, VIP events, musical performances)Radio cross promotions (jazz or appropriate format: editorial coverage, and give-aways)VW dealer events and cross promotionsSlide58
58Grassroots Tour
Target venues
-
Sundance FF, UT - TCA Press Tour, CA- Full Frame FF, NC - Central Park, NY- SXSW, TX - Spirit Festival, MO
-
New Orleans Jazz, LA - Bumbershoot
F
est.,WA
-
Beale St. Music Fest, TN
- Toronto FF, Canada
- Cannes FF, France
- Monterrey
J
azz
F
est., CA
- Chicago Blues Fest, IL - Kennedy Center, DC
Many other smaller venues
Slide59
59Three
-Phase CampaignII. Strategic Partnerships/Assets
Creates multiplier effect on all communications
PBS/WGBH - Blues FoundationPBS Stations - YOTB partners- PRI - Charitable organizations
- HarperCollins
- Major music organizations
Sony
- Volkswagen
Universal
- Commercial radio partners
EMP - Promo &
o
utreach partners
Directors
/production cos.
(HOB, AA, W Hotels, B & N)
Slide60
60Three
-Phase CampaignIII. Media Launch/Tune-in Promotion
Drives audiences to all cross-platform project components and TV premiere
- Project kick-off - Online marketing- Concert promotion
- On-air promotion
-
Publicity
(TV,
film, music,
feature, trade)
-
Press
events
- Advertising
- Film, music, cultural
events
- Educational outreach
-
Station events
-
Museum
e
xhibit
-
Strategic
partners
’
promotions
/events
Slide61
61