Marketing Proposal I presented to Joi Pitts VP of Marketing for Atlantic Records

1. Presented to
Joi Pitts
Senior Vice President of Marketing
Atlantic Records
Presented by
Latoya Adrienne
1

2.  Introduction
3
 Understanding Teens & Generation Y : The Millennials 4
 Understanding Latinos: The Multi-Cultural Culture 5
 Multi-Channel Online & Lifestyle Marketing Campaign 6
 Marketing Goals
6
 Campaign Implementation Timeline 7
 Marketing Strategies
8
 - Online Marketing Strategies
8
 - Lifestyle Marketing Strategies
9

3. Consumer habits, particularly those related to brand selection, brand loyalty and the
purchase decision making process have undergone a significant evolution. Many brands must
retool their operations and begin thinking about how to effectively market to the changing habits
of a new generation of consumers in terms of both the message itself and the ways in which
that message is delivered. Brands that have been able to cater to today’s cool, highly
demanding yet highly educated and tech savvy consumers are currently gaining affinity in
buyer’s hearts and minds. Consistent immersive engagement combined with strategic online
marketing increases the channels of communication on and offline, seamlessly allows the
consumer to interact with brands and products within their everyday life without the feeling of
being pushed to “try or buy”. This leads to greater trust and stronger desires to be supportive of
the brand and purchase its products. An example of this kind of campaign would be one that
uses experiential marketing which in turn drives online activity that feeds mobile engagement,
that starts online participation leading to the highly desired word of mouth promotion and then
product discovery and eventual purchase. Engagement and interaction is kept up consistently
even after purchases to help maintain the relationship. We will call this particular circle of online
and offline consumer engagement
Multi-Channel Online & Lifestyle Marketing.

4. Generation Y members, also known as Millennials believe that anything is possible.
Millennials, were born between1984 and 2000. They are optimistic, social and have high
The group’s total number is similar in size to the expectations for themselves and others.
Baby Boomer generation, at approximately 80 Comprising a generation more than 50% larger
million individuals. They earn about $200 billion than Generation X and soon to make up the
annually and spend about $170 billion annually, majority of the workforce, this generation has the
one of the highest income to spending ratios power to effect change and they are wielding
seen in U.S. history. This generation is defined that power. Consumer habits, particularly those
by the Internet and an increasingly globally related to brand selection, brand loyalty and the
connected world. The Millennial Generation, like purchase have changed drastically with this
other generations, has been shaped by the generation, as they are known as the least likely
events, leaders, developments and trends of its to stick with a former beloved brand simply out of
time. The rise of instant communication loyalty. With that said, teens are exceptionally
technologies made possible through use of the hard to target, requiring unconventional tools and
internet, such as email, texting, IM and new expertise. Consider that today’s teens are
media used through websites like YouTube and constantly bombarded by choices and“wired”
social networking sites like Facebook, Twitter throughout the day via multiple forms of
and the new Google+, may explain the interpersonal communication like e-mail, IM, cell
Millennials' reputation for being somewhat peer- phones and text messaging. They are now
oriented due to easier facilitation of demanding an experience with the brand that
communication through technology.. As a whole, fosters a deeper connection and two way
this generation is the most educated and tech communication. Millennials do not merely seek
savvy of all generational groups. engagement, they expect it, they expect it to be
constant, they expect it to be non intrusive or
 disruptive, and they expect it to enhance
communication with a brand that fits seamlessly
into their daily lifestyle.

5. As the United States fastest growing segmented Latinos do assimilate to prevalent U.S. culture,
group the Latino market presents a complex but they are not, and probably never will be, fully
opportunity to major corporations to embrace assimilated. Instead, theirs is a path of
them as a group comprised of many unique sub- acculturation. It is a process of integration of
cultures. The single most important native and traditional immigrant cultural values
segmentation factor among U.S. Hispanics may with dominant cultural ones. Language is one of
be their country of origin. The U.S. Hispanic the most obvious examples of this phenomenon.
market is comprised of sub-cultures from over 20 Spanish is likely to remain the language of
countries in Central and South America, the preference among U.S. Latinos. In fact, Univision
Caribbean and Spain, with the majority (63%) of is now the #5 network in the United States,
Mexican heritage. The culture, beliefs, opinions behind ABC, NBC, CBS and Fox. The Hispanic
and consumer behavior patterns of U.S. population's buying power is expected to surpass
Hispanics are not identical, as a result of the $1 trillion by 2012 as Latinos are the largest
influence of differences in their native countries' minority group in the US. Hispanics under 35
geography, indigenous ancestry and colonial spend more time online than watching TV, yet
origin. Each demographic has varying levels of Hispanic-targeted ad dollars remain locked in to
language usage, assimilation, and acculturation traditional media.
which can influence taste, online language In these down times, the Hispanic market is
preference and comprehension. U.S. Latinos booming. Current size and heavy concentration
tend to "adopt and adapt" to customs and habits in the top, youngest, trend-setting markets in the
in the U.S. without shedding traditions and value U.S., accompanied by their speedy wealth
systems, making it difficult to effectively creation and high consumerism are at odds with
implement the marketing strategies that work the neglect of investment across most
with more traditional, general market consumers. advertising and marketing categories.

6. MARKETING GOALS
Lifestyle Online Teen Latino
Marketing Marketing Marketing Marketing
To introduce and expose To increase traffic to label To identify and re - To understand the true
Atlantic Records and artist & band sites. To add new engage our current complexities of this
brands into the heart of subscribers to Atlantic's consumer base. To segmented group. To gain
where your target audience Network. To become the identify potential future cultural relevance.
lives, works, shops, relaxes leader in online social consumers and initiate
and plays. Instead of waiting integration enabling artists new online, offline and
on consumers to come to to seamlessly and quickly lifestyle avenues to target
you, bring your brand to communicate with their and interact with them.
them. To connect with fans fan base. To integrate
on a deeper emotional level different channels within
with personalized interaction, the online/mobile strategy
two way communication and to replicate the “guerrilla”
a non intrusive marketing style of marketing online
style. with ease.

7. CAMPAIGN IMPLEMENTATION TIMELINE
(can also be adjusted to work within a specific album release schedule)
SETUP TRACTION POSITIONING ( EXPANSION
(0-2 months) (3-5 months) 6-8 months) (9+ months)
-assess touchpoints -transform touchpoints to -convert conversation points -establish recognition as a
-build online environment conversation points to conversion points leader in generating a positive
-setup consumer database -gain traction on social media -gain and stabilize positions experience for consumers of
for fan networking and sites on search engines Atlantic Records products
management -integrate mobile with social -online and offline initiatives -gain brand power
-gain followers media work together to position -gain new streams of revenue
-initiate or rehash -begin to integrate online with brand in consumers everyday -expand networks exponentially
relationships with offline marketing efforts life through fan/follower networks
consumers -lifestyle co-branding efforts -Affinity towards brand grows and social communities
-develop content strategy -gain responses to call to as brand shows respect for
-assess online strategy action consumer interaction .
-assess lifestyle strategy -place on search engines -gain new sales revenue
-increase member -gain new sales/members -develop brand loyalty
interactions -build consumer -stabilize position as trusted
-begin gaining new satisfaction/feedback brand
referrals/leads
-initiate brand mentions

8. SOME ONLINE MARKETING STRATEGIES
Write press releases and distribute them online. Just like
writing and submitting articles, this is a very simple and
extremely effective way to get tons of publicity on your products.
It is also a great way drive targeted traffic to your website. NEW ONLINE INITIATIVES THAT SHOULD BE IMPLEMENTED
Affiliate Marketing This is where other websites market your  Interactive Apps and Games built specifically for Atlantic
products for you and you pay them a commission on each sale. Records and it’s artists. Used as one channel independently and
This is an outstanding way to create a successful Internet in sync with other channels to drive interaction
business.  Example – An album drop game - unlock parts of the game
Online Network using online forums, music communities and to really interact with the artist - do things online that can
social networking services like Facebook, Twitter, Foursquare, be entered into the game where if completed will unlock
internet radio, Hi5, Google+, Last.fm, Spotify, Ustream and codes to interact with artist on Twitter, Facebook, or in
YouTube, Ping, Pandora and the list goes on and on... Social person at concerts, in stores etc…
search campaigns and blog posts  Web content management – a fast streamlined dashboard that
Search Engine Optimization (SEO) and Pay Per Click (PPC). tracks and organizes online (and capable of offline) activity,
What this means is using optimization techniques and keywords purchases, mailing lists etc for fan management.
so search engines (Google, Yahoo, MSN) will rank your  In studio series - select fans who unlock badges and keys
websites within the top 10 search results. By doing this you can through Twitter, Facebook and Foursquare can receive codes to
get literally thousands of people to your website every day for log in to Ustream and watch artists in the studio while they
free. create hits.
Link Exchanges. This is where you and other websites  Facilitate and run contests and giveaways via your web site that
exchange links to drive traffic to each other’s website. are directed by peer brand ambassador consumers.
Exchanging links with other websites is also a great way to get  Blog and interact with your visitors.
better rankings in the search engines. The reason for this is that  2d (qr) bar codes that can be instantly scanned through a smart
search engines want to give top rankings to the the websites phone to unlock info, URL links and video available at point of
that are most popular in their category/industry. The best way sale in many different lifestyle locations and online.
for the search engines to determine which websites are the  Online coupons that send you to the store where you get
most popular is to see who has the most links pointing at their another code to go online with and redeem prizes
website. That is why getting a lot of links pointing at your  Proximity marketing - treasure hunt game on foursquare
website is so important. Also the average webmaster would find “Atlantic Terminal” follow Atlantic to unlock keys to your music
it an honor to be listed on Atlantic Records and artists city - music history of your city, significance to music, Atlantic
websites… This would lead to them promoting your sites more Artists and the consumer. As you unlock badges you are
and in turn drive traffic. rewarded and prompted to keep seeking and networking and
Monitor Results unlocking badges.
Test and analyze. Identify the strategies that are working.  Virtual life music integration
Survey customers. Track sales, leads, visitors to your web site,
percent of sales to impressions. Determine which marketing There are many custom online techniques and initiatives that
strategies are producing the most customers and which are can be tailored to fit into your marketing plan.
producing the least customers. Measure Return on Investment
per each marketing activity.

9. SOME LIFESTYLE MARKETING STRATEGIES
Lifestyle Integration Strategies school or work and where they live.
 Integrate Facebook ads into your fixed operations offers
 Integrate the Spanish language into your Pay Per Click
ads
 Integrate label and or artists blogs with Twitter and tweet Teen Marketing
6 times per day  School marketing
 Integrate Facebook and texting and gain valuable opt in  Sponsor basketball, football, cheerleading events
cell numbers  School radio.
 Integrate more emphasis on website in TV ads  School ambassadors to raise awareness in schools and
 Integrate your blog content and make a great e-newsletter communities
 Integrate your key search terms in your social content  Charity in schools tied to music programs or after school
 Integrate Teens and Latinos into your social sites to add program like a club - must gain members, meet and
relevancy to those peer groups for search (tastemakers discuss ways to innovate connecting young fans to the
giving testimonials) music. Linking artists with students who want to save the
 Integrate texting into your TV campaigns music
 Integrate QR Codes into all print materials offer point of  Integrate with current trendy brands like Polo, Hollister,
sale bonuses, coupons or codes linked to these codes KidRobot, Converse, popular sports like the extreme
 Integrate point of sale and your social networks sports and Soccer.
 Integrate lifestyle data into your media buys  Understand their segmentation – West Coast teens are
 Integrate zip code data for better digital results into skateboarding, surfing, snap back hats and Converse
 Converse studio Rubber Tracks in NYC – offers free day where East Coast teens prefer Nikes and New Era fitted
session to aspiring artists. Can we cross market a caps.
promotional campaign that’s integrated with Converse and
their studio?
 Mobile “Sound Clash” mobile promotional vehicle where
you battle head to head battle using Atlantic Artists that
you can remix over new beats. Headphones and Serrato
will be utilized. Can we integrate with a major headphone
company like Beats by Dre. Skull Candy or Nixon
Headphones?
 Integrate into other areas of consumer lifestyle. From
where they shop, eat, party, relax, to where they go to

10. SOME LIFESTYLE MARKETING STRATEGIES
because of loss of revenues due to piracy. The consumer
Hispanic Marketing is empowered to “save” the music anyway they can
 Create an Atlantic Latino Urban Network because after all they are the Hero - it's about letting
 Blended music - hip hop content over Latino beats. 1 young consumers know they have the power, when they
minute blends that can be played in clubs or mixed by think they don't. They influence the music and control the
radio DJ’s destiny of the music industry. It's about showing that in a
 Actively highlight and promote Latinos involved with the world of million dollar executives and billion dollar
creation of urban music. From engineers to producers to entertainment corporations, the consumer fan is the heart
marketers Latinos are very supportive and proud of other and soul that powers forward the music industry.
Latinos
 Rave clubs are heavily frequented by Hispanics from
Miami to Los Angeles.
 Spanish language advertising
Personalized Marketing
 Use people’s names and or pictures in promotional items
 The Interactive Artist. Artist made up of all names of
dedicated fans (think full body made up of words)
 Words are names of fans click on names to be linked to
fan appreciation info like Twitter, Facebook. First name,
last name each name is clickable.
 Design your own personalized official artist CD pressed
up by Atlantic Records pre purchase your favorite artist
CD and upload your images and thank you’s for a fee (to
cover cost) Atlantic will package and deliver to stores
where consumers can pick up
 Create a and market a themed campaign that empowers
the fans. Example: “Pirates, A Record label president,
silent radio and YOU” Make a simple yet empowering
statement... 'YOU are the Hero' campaign - rescue your
favorite music, support your favorite artist . They must
imagine a world with no music and artists who don't create