BACKGROUND

Yep Roc Records

  Yep Roc Records is an independent music label located in Haw River, N.C. Yep Roc is
owned by Redeye Distribution, Inc., which began in 1996 with the goal of recruiting independent
musicians across the Southeast and building a national distribution network. Redeye distributes
the music of more than 250 independent music labels, including Yep Roc (Vleck).
Yep Roc Records bills itself as "a record label for music lovers," meaning that unlike
many of its competitors, Yep Roc focuses on a variety of music genres, which allows the label to
"feature some of the best, most soulful music of any kind" (yeproc.com). Yep Roc’s list of artists
includes everything from folk and country to experimental rock. Regardless of the genre, Yep
Roc "believes in the vision of each of [their] artists” (yeproc.com). That approach drives Yep
Roc to focus on each of its artists individually and refrain from the one-size-fits-all approach that
major music corporations use.
Yep Roc's many artists boast a number of accomplishments and accolades. Yep Roc
represents both Grammy-nominated and Grammy-winning artists. The label also represents
"legends like Paul Weller, Nick Lowe, Robyn Hitchcock and Ian Hunter" (yeproc.com).

Mercury Rev
Mercury Rev was formed in Buffalo, N.Y., in the late 1980s, but it is a recent addition to
Yep Roc's family of artists. The band joined the label to release its 2008 album, Snowflake
Midnight. Band members include Jonathan Donahue, Grasshopper, Jeff Mercel, Carlos Anthony
Molina and Dave Fridmann. Over the years, the band’s sound has evolved from "experimental,
psychedelic rock … to a melodic, ornate sound" (pit5.com). Mercury Rev’s early sound has been
compared to The Flaming Lips, and the bands have close connections; they shared a drummer, as
well as a producer in the late 80s and early 90s.
Since 1991, Mercury Rev has released eight albums and maintained an international fan
base; however, it never reached more than cult-like popularity in the United States
(bandega.com). Since joining Yep Roc and releasing Snowflake Midnight, the band has enjoyed
wide acclaim in the media, including a spotlight on NPR, as well as a New York Times article
(npr.org, Sisario). Both pieces focused on the band's use of the brain-wave-reading
electroencephalograph to inspire several of their songs.

ORGANIZATIONAL GOALS AND VALUES

Although Yep Roc does not have a mission statement, Maverick Media has concluded
that the company operates on two key principles: providing the best indie music from all genres
and helping each of its artists reach his or her full potential. Yep Roc also prides itself on
maintaining the values of an independent music company.
Yep Roc employees believe that "one thing really unique and good about [the company]
is that [it is] truly 100 percent independent" (transcripts). At Yep Roc, independence means
taking an innovative approach to producing great music with music lovers’ interests as its
primary focus.
For example, in an era of rampant music downloading that threatens major music
conglomerations, Yep Roc "provide[s] a free track for every release that [it sends] out to blogs or
[puts] up on e-music" (transcripts). The tactic helps combat the illegal download trend while
aligning Yep Roc with its consumers.

CURRENT PUBLIC RELATIONS EFFORTS

James Bailey is Yep Roc's point person for all public relations and publicity efforts. Yep
Roc's primary focus is on pre-album-release promotion. For example, the publicity strategy for
Mercury Rev's newest release, Snowflake Midnight, was to "get the media buzzing about the
record early, building to a crescendo in September" (Yep Roc packet). Yep Roc’s press release
dates reflect that strategy. Snowflake Midnight dropped Sept. 30, 2008, and Yep Roc began
sending press releases June 24, 2008. The last release went out Aug. 28, 2008.
Yep Roc's press release strategy begins with an album release announcement, which is
followed by a more detailed description of how the album was made. About 10 weeks before the
album drops, Yep Roc issues a press release with any "early praise" from the media. For the
Mercury Rev release, there were two additional releases that focused on a concert venue, as well
as a separate online release.
Aside from press releases, Yep Roc's primary goal is to contact print, television and
online journalists about upcoming releases in hopes of having favorable reviews or features
written about the artist. The publicity strategy outlined in the Yep Roc media packet does not
include post-release media relations efforts or any efforts to publicize Yep Roc’s
accomplishments, knowledge or other newsworthy items.
As a result of this strategy, Yep Roc’s bands, including Mercury Rev, receive far more
press coverage than the company itself.

SITUATIONAL ANALYSIS

Yep Roc has many strengths, one of which is identifying accurately its internal and
external stakeholders, as well as its target audiences. By connecting with these stakeholders, Yep
Roc will gain more recognition and support throughout the United States. The indie music label
currently represents more than 100 artists from various genres. Many of these artists, including
Dave Alvin and BeauSoleil, are Grammy-winning. In addition, large portions of artists signed by
Yep Roc receive excellent reviews from music lovers, newspapers, magazines and Web sites.
Yep Roc Records also works to maintain strong relationships with journalists from publications
such as Blender, Spin, Rolling Stone and Clash. Not only do these media relationships enhance
coverage of both Yep Roc and its many artists, but they also help to establish the label as a
reputable brand in the indie music market.
        Although Yep Roc has a respected reputation in the music industry, there are several factors
working against them (Vleck). First, Yep Roc's self-defined brand, a label for music lovers, is
both a weakness and strength. Having a wide array of artists gives Yep Roc the opportunity to
profit in a variety of markets, but it makes branding the company, and defining and reaching a
target audience more complicated. Without a clearly defined target audience, effective marketing
may be difficult. However, Yep Roc has opportunities to expand its consumer base due to the
many different genres of music that it encompasses.
Yep Roc's current media relations process also has room for improvement. Yep Roc
already receives many successful pre-release reviews, but those reviews could be leveraged more
effectively to garner more respect in the industry. The same pre-release publicity that earns Yep
Roc its good reviews is also an opportunity to improve the products with which it provides the
media, and to expand Yep Roc's publicity efforts beyond the pre-release realm. Maverick Media
recommends that Yep Roc could improve its news releases by adhering to a one-page fact-based

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standard preferred by most journalists (Patterson, Wilkins). Moreover, Yep Roc's post-release
publicity stops a month before an album drops. With a few additions and changes to their current
strategy, Yep Roc could use their existing staff and resources to make a big difference in earned
coverage and media relations success.
Another weakness — and a possible threat — is Yep Roc's small full-time staff and
limited budget. Even these seemingly difficult circumstances are areas of opportunity, though. In
today's anti-conglomerate environment, being an indie label, as defined by not accepting
corporate funds, makes Yep Roc's small budget and down-home staff appealing to the average
consumer (Bernstein).
Yep Roc faces several additional industry-wide threats. The organization's profits are
endangered due to the potential of its customers to download music rather than purchase records.
Yep Roc's ability to publicize its groups may be threatened by the current downsizing of many
newspapers across the country.

SWOT SUMMARY

Strengths
• Good reviews
• Grammy-winning and nominated artists
• Existing relationships with journalists
• Reputable brand in indie market
• Many genres of music
Weaknesses
• Many different genres of music
• Press materials aren’t media-friendly
• Small full-time staff
• Small budget
• Relatively little coverage of Yep Roc itself

Opportunities Threats
• Lack of “indie” definition • Illegal downloading
ª Anti-conglomerate sentiment • Cost of music production
• Good reviews for Yep Roc • Shrinking news hole in newspapers
• Can improve media relationships
• Can improve media materials
ª Reach many different markets

GOALS

 Increase amount of overall publicity Mercury Rev receives

 Increase amount of publicity Yep Roc receives
 Enhance Yep Roc Records' media relations process

STRATEGIES

Currently, there is a gap in the music industry and in the media — there is not a clear-cut
definition of "indie music." Music journalist Seraphina Lotkhamanga wrote an article entitled,
"Indie Music: The Undefinable Term," in which she argues that each person has his or her own
definition of "indie." Some people consider it a sound; some think it is the production of a record
using an independent record label, while some people believe it is a lifestyle. With so many ideas
and definitions floating around, even radio personalities are reluctant to use the term for fear of
upsetting their constituents (Radio Relations group research).
This is both a challenge and an opportunity for Yep Roc to gain publicity and achieve one

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of its primary goals: "increased awareness of the label" (transcripts). The media — the
intervening public Yep Roc needs to gets its message to its target audiences — relies heavily on
fact (Patterson, Wilkins). Belonging to an industry and producing a product without a solid
definition could be problematic for Yep Roc in providing the media with solid facts about the
genre. This challenge is also Yep Roc's opportunity to become an industry leader by positioning
itself as a team of indie experts and a model of best indie practices. Yep Roc has already
received some coverage with this flavor in the forms of best practices reviews (King) and expert
interviews (hypebot.com). Maverick Media wants to capitalize on that type of exposure and
brand Yep Roc as the primary resource for media professionals when it comes to indie products
and information about indie music.
Why will this strategy work? Because Yep Roc is "truly 100 percent independent"
(transcripts). As a true indie label, Yep Roc is not operating on a conglomerate's budget, so our
campaign will use resources that Yep Roc already has its disposal and promote practices that
Yep Roc has already implemented. That is why we have designed this campaign to be both low-
cost and effective.
At Maverick Media, we know that Yep Roc is staffed with indie experts, and it is an
industry leader in indie practices. All indie labels put music back in the hands of the listener, and
Yep Roc lives by that standard. They offer free downloads, and in their transcripts they align
themselves with the listener more than the profit margin. Now we just have to let the media and
the consumers in on the secret — Yep Roc is the best source of indie information and a leader in
indie music practices. To disseminate the message, Yep Roc must enhance its existing media
relations efforts.
Both our research with college publications and national studies show that the media is
increasingly interested in local story angles (Galifianakis). Additionally, our research
demonstrates that developing personal relationships with the media is essential to gaining press
coverage. To make use of these trends, we will employ a targeted, localized media relations
strategy that allows Yep Roc to feed journalists helpful information on an area-by-area basis,
thus increasing the chances of media relations success. With more media space comes increased
brand and message awareness.
Although Yep Roc is seeking national coverage, our campaign will focus on building a
base of operations and connections in North Carolina. Since Yep Roc headquarters are located in
Haw River, N.C., Yep Roc employees will be most familiar with the surrounding area, and N.C.
media outlets will be interested in Yep Roc because of its local ties. Once Yep Roc establishes
itself as an expert and a leader in the North Carolina media scene, it will be easier to translate
this campaign, its practices and its messages to a national scale. Consider this the first phase of a
multi-step, multi-year campaign that can launch Yep Roc to new standards of success.

PUBLICS

External - North Carolina Media Outlets (print and broadcast)

Providing journalists with the tools and information necessary to write great stories is an
essential factor in fostering relationships with the media. These relationships are a necessary
precursor to effective media coverage, and ultimately, higher record sales. To keep with the local
and indie spirit, this campaign will focus on North Carolina and its 262 media outlets
(easymedialist.com).

Internal – Employees
Employees are any company's number one stakeholder, and Yep Roc cannot successfully

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position itself as an expert in the indie without the help of its 18 employees (Lamb, yeproc.com).
Because Yep Roc is a small label, any of its employees easily could be faced with questions
about the music industry and Yep Roc; therefore, all employees need to be well versed in current
indie trends, as well as Yep Roc's practices and role in the industry.

MESSAGES

We will articulate our strategy with the message "Yep Roc is Your Rock." The "your
rock" represents a three-pronged strategy of expert positioning, improved press materials and
enhanced relationships with media professionals.
In an age where people are aware of their personal brands and the statements they are
making with their purchases, consumers expect an unparalleled level of customization. It is
important to let the media know that they can personalize their Yep Roc experience.
Twenty years ago, the coffee options were black, sugar and cream. Today, customers will
not settle until they have their customized, unpronounceable drink in hand. Similarly, journalists
are no longer content to receive national, shot-gunned press releases that have little relevance to
their readership. They expect highly personalized products and communications, and "Yep Roc
is Your Rock" represents Yep Roc's promise to deliver just that.

North Carolina print and broadcast media outlets

While our primary message is "Yep Roc is Your Rock," we want to convey several other
ideas to the media.
Because we want North Carolina journalists to think of and contact Yep Roc whenever they
are writing a story about indie music, we need to establish Yep Roc as a leader in the
independent music industry while making it known that they are available and helpful resources
for the media. Although the campaign’s goal is to position Yep Roc as an indie expert and
leader, we intentionally excluded the word "leader" from the message. We want Yep Roc’s
actions and practices to illustrate its innovative, customer-based stance.
During a time when local news is gaining favor with readers— and therefore journalists — it
is also important that Yep Roc demonstrates willingness and an ability to provide local,
geographically pertinent information to individual media outlets (Galifianakis).
 Yep Roc is Your Rock: Yep Roc Records is your source for accurate, reliable and North
Carolina-specific information on the independent music industry.
 We're 100 percent independent, and we pride ourselves on continually learning about and
implementing innovative practices that put music back where it belongs — in the hands
of the listeners.

Employees
An expert positioning strategy cannot succeed without the help of the company's experts —
the Yep Roc employees. It is imperative that Yep Roc communicate respectfully with its
employees, thus the messages do not give orders but instead ask for help. This demonstration of
appreciation works in tandem with the theory that the more invested employees are the company,
the more likely they will be to exhibit dedication and loyalty to the company and its vision
(Barnes). When employees feel that they are working toward a bigger cause (in this case, helping
Yep Roc grow), they are more likely to put great effort into achieving the goal.
 Yep Roc is Your Rock, and we need your help to position Yep Roc as an industry leader
and indie expert, while providing personalized experiences and information to North

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 Carolina media.
 We need each of our team members to demonstrate a high level of expertise in all aspects
of their work, including Yep Roc practices and industry trends.

CHANNELS

When dealing with both publics — North Carolina media and employees — we will use a
combination of channels that allows each person to receive a customized experience. The use of
online and interpersonal channels will be at the forefront of our campaign. Additions to the Web
site for media and employees will give both groups immediate access to pertinent information.
Secondly, we will put a human face on our interactions with both groups. We want to encourage
face-to-face communication between the media and Yep Roc employees, management and
bands.    
    A third channel will be used expressly for the media. Press releases allow Yep Roc to
disseminate important information to a large number of media outlets, and we will use them in
our campaign; however, our campaign will hinge on the personalization of the press releases. 

MESSAGE SUMMARY

Public Messages Channels

North Carolina Media
• “Yep Roc is Your Rock”: Online
Yep Roc Records is your Interpersonal
source for accurate, reliable Press Releases
and North Carolina-specific
information on the
independent music industry.

• We're 100 percent

independent, and we pride
ourselves on continually
learning about and
implementing innovative
practices that put music back
where it belongs — in the
hands of the listeners.
Employees • We need your help to Online
position Yep Roc as an Interpersonal
industry leader and indie
expert, while providing
personalized experiences and
information to North Carolina
media.

• We need each of our team

members to demonstrate a
high level of expertise in all
aspects of their work,

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 including Yep Roc practices
and industry trends.

PLAN OF ACTION

Strategy 1: Position Yep Roc Records as the foremost indie music expert in the industry.
Objective 1: Increase employee knowledge by having 100 percent participation in a media
education prep day by Feb. 1, 2009.

 Tactic 1: Media Education Initiative: To ensure Yep Roc employees have the
most current information about the indie music industry and Yep Roc, and are
able to express their knowledge to the media in a succinct sound bites, they will
participate in a four-hour informational session called "Media Education
Initiative." All employees will be expected to attend this training day; however, a
copy also will be available via Web cast, so all band managers, as well as anyone
else who could not be present, can participate. These sessions will be held
annually and will present Yep Roc employees with up-to-date facts, statistics and
information about indie music. Employees will also learn how to handle the
media, field questions and communicate with editors and reporters. Part of the
training will focus on the importance of promptly and courteously dealing with the
media. Educating employees will help to establish Yep Roc as an available,
reputable source and an expert in the indie music industry. By hosting this even
annually, Yep Roc will be able to maintain its reputation. See Appendix A for a
schedule of activities and handouts. 

Objective 2: Increase the number of journalists who consider Yep Roc Records a viable
source of information on independent music by five percent by May 31, 2009.

 Tactic 1: Media Advisory: North Carolina media will not know that Yep Roc is a
valuable resource until we let them know. We will begin a dialogue with local
media that presents Yep Roc as an open, accurate source of information rather
than a press-release-sending machine. To accomplish this, Yep Roc should
purchase the media list of N.C. media outlets available at easymedialist.com. We
will send a media advisory to all entertainment editors on our media list outlining
Yep Roc’s status as an industry leader, its recent changes (as proposed in this
campaign) and its dedication to being a resource for the media and an advocate for
music fans. Our advisory, however, will take the form of a friendly letter that
addresses the editor by name. That approach will position Yep Roc as a friend to
the media and illustrate their down-to-earth, personalized attitude. See Appendix
B for a sample advisory.

 Tactic 2:  Employee Picks of the Month and Employee Profiles: Yep Roc
employees have an ear for great music. These people are opinion leaders among
music lovers. An easy way to share Yep Roc employees' opinions and suggestions
with fans is to set up a section on the Yep Roc Web site composed of employee
profiles and their music picks of the month. Creating a dialogue between Yep Roc

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 consumers and employees will create a bond between the producer and the
consumer, thereby establishing a feeling of camaraderie and trust. Helping
consumers know who is working to produce the music they love and having a
forum for them to share their musical tastes will undoubtedly create a sense of
loyalty among existing consumers and bring in new ones. See Appendix C for a
sample profile and picks.

 Tactic 3: Identity package: The identity package will unify and promote Yep
Roc's image and brand the label as a viable source of information on independent
music. To brand successfully the company as a reliable source of knowledge, the
company will place its logo, complete with the “Yep Roc is Your Roc” tagline, on
all promotional materials and use a consistent boilerplate at the end of all press
releases. The use of the logo and the boilerplate will help the media associate Yep
Roc with all topics about independent music that are covered in the press releases.
Included in the boilerplate will be a brief summary of Yep Roc's special financial
situation as an independent label. Promoting Yep Roc's finances will help the
company differentiate and distance itself from mainstream record labels. Yep Roc
prides itself on being a truly independent record label, and publicizing that they
receive no funding from corporations will establish their company as a legitimate
resource on independent music for the media.  See Appendix D for the complete
package.
 
Strategy 2: Improve materials and information that Yep Roc provides to the media.
Objective 1: Begin distributing two non-album-release press releases for all bands by Feb. 1,
2009. 
 Tactic 1: Diversify press releases: Yep Roc currently expends most of its energy
in pre-release media blitzes. That means bands get premium exposure for a very
small percentage of the record cycle; however, the public — and the media's —
memory and attention span are very short (Elias). To build the Yep Roc brand and
increase label awareness, as well as promote long-lasting awareness of all Yep
Roc bands, Yep Roc needs to diversify the types and timing of its press releases.
While it is imperative to send releases about an upcoming album, our campaign
will send releases at all times of the year and record cycle. We will use a variety
of angles, including local, human interest and trend-based stories that allow Yep
Roc to highlight and enhance its industry expertise. We also suggest using a
special angle that combines the expert and local themes: sending individualized
press releases to N.C. media outlets that talk about local indie bands, and why
they are indie according to Yep Roc’s standards. This type of press release moves
Yep Roc beyond the level of self-promotion and into the position of industry
leader and reliable information provider for journalists. See Appendix E for
sample press releases.

Strategy 3: Enhance relationships between Yep Roc Records and the media.
Objective 1: Increase contact between band members and local media by 10 percent by May
1, 2009.
 Tactic 1: Issue "Meet the Band Passes": Passes will be issued to at least two
local reporters for every tour stop. Enabling at least two media contacts to meet

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and greet with the band for at least five to ten minutes will enhance the
relationship among the band, Yep Roc Records and the media. Media
representatives will gain the opportunity to meet the band and have more primary
material to include in a media story about the band. Before executing this tactic,
Media Mavericks recommend that the band manager attend the media training day
and that the band have a quick media training session as well. See Appendix F for
sample pass.

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TIMETABLE

The 2009 campaign is composed of three sections, each with different objectives:
 Jan. 1, 2009-Feb. 30, 2009 — Preparation Window: In order to launch the campaign with
full force, Yep Roc needs time to prepare new materials and decide how best to
incorporate new public relations processes into their existing procedures. Thus, this time
period will allow for the creation of the Employee Picks section of the Web site,
completion of the Media Education Initiative and the preparation of any other necessary
materials.
 March 1, 2009-May 30, 2009 — Informational Window: Aggressive relationship
building and media relations tactics characterize the information stage. North Carolina
editors and writers will be contacted and receive information about online resources and
materials to help them understand Yep Roc’s place in the industry. Earning support from
local publications will be essential in this period, as well as working with Yep Roc
employees. At the conclusion of the information stage, relationships will be in place to
allow the increased dissemination of Yep Roc’s key messages.
 June 1, 2009-Dec. 31, 2009 — Motivational Window: The motivational window is the
time to expose the media and the public to Yep Roc’s key messages, values and goals.
The focus of this window is strategic self-promotion. During this period, Yep Roc staff
will focus on disseminating Yep Roc’s messages through the press contacts made in the
informational window. The relationships created in the informational window will be
transformed into channels through which both the public and the media can view Yep
Roc as an important and viable source of entertainment and news. By the end of this
stage, Yep Roc’s messages will dominate most of its coverage, and the media will
understand that Yep Roc is a source of timely news and information. Ultimately,
knowledge will blossom into independent emphasis on Yep Roc.

SCHEDULE SUMMARY

Milestone Start Date

Preparation Window
Media Education Initiative – live and in Podcast Jan. 12, 2009
Identity Package live Feb. 1, 2009
Employee Picks drafted Feb. 15, 2009
Informational Window
Employee Picks live Mar. 1, 2009
Media Advisory sent to N.C. outlets Mar. 1, 2009
Motivational Window
Meet the Band Passes sent to N.C. outlets June 1, 2009
Diversified Press Releases sent to N.C. outlets June 1, 2009

SUGGESTED EVALUATION

Following the full implementation of the campaign, Yep Roc and the media should be
prepared to enter a behavioral window where the fruits of the campaign come to fruition. The
media will use the public relations efforts of the previous windows as a springboard to enhancing
Yep Roc’s coverage. Self-promotion will still be the dominant source of publicity, but Yep Roc

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will also be receiving non-solicited coverage from the media. In the previous windows, Yep Roc
will have established itself as a reputable, important source of news and entertainment in North
Carolina. Local media outlets will come to Yep Roc for indie-related information, including
quotes. These outlets will also consider the company as the subject of feature stories.
The effects seen in the behavioral window will serve as a measure of the success of this
campaign. The relationships built during the informational and motivational windows will
culminate in a much stronger media presence for Yep Roc. We suggest measuring the growth
of that presence using the following measures:
 Hire a clipping service to:
o Count the number of times Yep Roc and its bands are mentioned in North
Carolina publications each month
o Look for key phrases like “Yep Roc” and “Mercury Rev” to gage increased
media coverage as a result of this campaign.
o Look for positive trends in the use of words like “leader” and “expert” to
determine the effectiveness of the main objective of branding Yep Roc as an
“indie expert”
o Look for increased use of Yep Roc’s key messages
 Compare the amount of post-album release press releases and Yep Roc-oriented releases
sent by some date to the same date a year prior
 Measure how many questions Yep Roc receives from the media and the number of
requests for quotes to determine how often the label is being called upon as an “expert”
 Take attendance to measure participation in Media Boot Camp
 Measure Web site hits to the Employee Picks section
 Measure how many sent press releases result in full or partial placements or feature
stories

BUDGET

Item Price Quantity Total

Bagels 12.99 2 25.98
Coffee 9.99 2 19.98
Fruit Bowl 24.99 2 49.98
Orange Juice 15.00 1 15.00
Pastries 24.99 2 49.98
Handouts (10 sheets each) .50 20 10.00
Media Education Initiative 0
Electronic News Release Submission FREE 1 0
Identity Package .05 20 1.00
Laminated Placard .25 20 5.00
Meet the Band passes .16 400 64.00
NC Media List 117.90 1 117.90
Media Relations 187.90
Clipping Service 100 12 mos. 1,200.00
Evaluation 1,200.00
Contingency Fund 500.00

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 TOTAL $2,058.82

Our budget is cost-efficient, and it does not follow the typical rules of public relations
budgeting. Evaluation is typically 10 percent of the total; however, in our case, it is more than
half the budget (Lamb). We took this approach for several reasons.
In the transcripts, Yep Roc employees state that they would like to be able to measure
their efforts. Maverick Media also recognizes the importance of evaluation. This expert
positioning strategy is a new path for Yep Roc, and we need to know if it is effective. If so, Yep
Roc can expand its efforts to the national level. If not, even this small budget could be spent in
better ways. Either way, evaluative measures give us important information about the path we
are taking to success. Without objectives and a metric to measure our progress toward them, we
are taking blind turns in what we hope is the right direction.
Our current “direction” is increasing brand awareness by utilizing Yep Roc’s existing
resources to garner long-term, positive coverage in the media. Having a multi-million dollar
budget would work against our strategy and messages in several ways.
First, it is not feasible. Yep Roc is an independent music label, and as such, does not have
corporate funding behind it. Second, Yep Roc is an independent label, and we are marketing it as
an alternative to the conglomerate-produced sounds of Sony and BMG. Putting a multi-million
dollar campaign behind those words would nearly eradicate the message and make consumers
and the media skeptical. We want our actions and messages to align. Lastly, the low budget is the
numerical representation of the beauty of this campaign: When a company is doing something
great, it does not need a million-dollar advertising budget to get the word out; the media will
disseminate the message free of charge.
Yep Roc already has tremendous resources at its disposal in the form of its knowledge
and employees. We simply are capitalizing on those resources in the most effective, efficient
way possible.

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THE MAVERICK MEDIA TEAM

Kelly Giles is a senior journalism and mass communication and psychology double
major from Winston-Salem, N.C. She is unsure about her future career path, but
she enjoys strategic thinking and seeing the “big picture.” Kelly can be reached at
kagiles@email.unc.edu.

Caroline Herion is a senior journalism and mass communication and international

studies double major from Wilmington, N.C. After she graduates in May, she
hopes to teach English in Argentina. Caroline can be reached at her@email.unc.edu
or 910.520.3696.

Courtney Miller is a senior journalism and mass communication and political

science double major from Fredericksburg, Va. She is graduating in December and
hopes to work in the health care industry. Courtney can be reached
at millercl@email.unc.edu.

Molly Thebes is a senior journalism and mass communication and political science
double major from Charleston, S.C. She eventually plans to combine her public
relations savvy with a law degree. Molly can be reached at
mthebes@email.unc.edu.

Ashley Yakopec is a senior journalism and mass communication major from

Raleigh, N.C. She is unsure about her career path, but she would like to pursue a
public relations job in the fashion industry or the federal government. Ashley can
be reached at yakopec@email.unc.edu.

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WORKS CITED

All Things Considered. “Mercury Rev: The Sound of Free Sounds.” National Public Radio.
28 Sept. 2008. <npr.org/templates/story/story.php?storyId=95052631>.

Barnes, Suzin. “Tips to improve employee relations.” Austin Business Journal. 27 March 1998.
<austin.bizjournals.com/austin/stories/1998/03/30/focus4.html>.

Bernstein, Aaron. “Business worried about growing anti-corporate consciousness.” Business

Week. 11 Sept. 2000. <http://www.organicconsumers.org/corp/anticorp.cfm>.

Elias, Marilyn. “So much media, so little attention span.” USA Today. 30 March 2005.
<usatoday.com/news/education/2005-03-30-kids-attention_x.htm>.

Galifianakis, Nick. "Local Angle" PRSA Public Relations Tactics. Vol. 15, No. 5 Sept 2008.

King, Mike. “Mercury Rev Using Free Music to Connect with Fans.” Artists House Music.
<artistshousemusic.org/news/mercury+rev+using+free+music
+to+connect+with+fans>.

Lamb, Larry. Applied Public Relations: Cases in stakeholder management. Mahwah. NJ.
Lawrence Erlbaum Associates. 2005.

Lotkhamnga, Seraphina. “Indie Music: The Undefinable Term.” Blogcritics Magazine. 19

Feb. 2008. <blogcritics.org/archives/2008/02/19/074331.php>.

“Mercury Rev Information.” Pit5.com. <pit5.com/music/Mercury_Rev/main>.

“Mercury Rev.” Bandega.com. <bandega.com/band/view/mercury-rev>.

Patterson, Phillip and Lee Wilkins. Media Ethics: Issues and Cases. New York, N.Y.
McGraw Hill. 2007.

Radio Relations Research Presentation.

Sisario, Ben. “Just Your Standard Rock Band: Guitar, Drums and Electroencephalograph.”
New York Times. 9 Sept. 2008.
<nytimes.com/2008/09/10/arts/music/10merc.html?_r=1>.

Transcripts from Terri.

Vleck, Phillip van. “Redeye and Yep Roc: Big musical doings in little Graham.” Metro
Magazine. July 2004. <metronc.com/article/?id=525>.

“Yep Roc’s Emily Bass Speaks Out On MP3 Downloads.” Hypebot.com. 15 Jan. 2007.
<hypebot.typepad.com/hypebot/2007/01/yep_rocs_emily_.html>.

Yep Roc packet from Jay.

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 Schedule of Events
Monday, January 12, 2009

9:00 Check-in at the Conference Room

Enjoy a complimentary breakfast

9:15 Presentation by James Bailey

10:00 Complete and Discuss Worksheet

10:20 Break

10:30 Distribution of handouts

Discussion led by James Bailey

11:15 Question and Answer Session

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 Breakfast Menu
 Bagels and cream cheese
 Pastries
 Fruit salad
 Coffee and orange juice

To be ordered from Panera Bread through the Via Panera menu:

2 Bagel Packs: Will contain 26 bagels, 4 containers of cream cheese

Bagels: Cream Cheese:
10 plain 2 plain
5 cinnamon crunch 1 veggie
5 everything 1 honey walnut
5 blueberry
1 sesame
2 Large Fruit Bowls
Will serve 20 people
2 Morning Pastry Trays
Will contain 14 items
3 Morning Drink Containers
Will Include 2 coffee containers and 1 orange juice container
Will serve 24 - 36 people

*Call Panera Bread 24 hours prior to the event*

Local Panera Bread: (located in Burlington)

Panera Bread
422 Huffman Mill Road
Burlington, NC 27215
(336) 586-0222

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 How to Say It
(Hand out to all participants and post online.)

Adapted from Susan Moran, Town of Cary

Instead of… Try… Because…

I’m not sure, but I think That’s an excellent question. I am not sure at
the answer might be… this moment, but I will follow up with you as
soon as I find out.
It is important to provide truthful
information. If you don’t have that
information on hand, don’t guess, but
don’t keep the media waiting. If you
don’t provide an answer as soon as
possible, the media will make up their
own. Walk a fine line between prompt
yet honest responses.

Personally, I think… At Yep Roc we believe (key message here). The interview is being conducted
because of your professional position,
not who you are as an individual. At
work, you don’t have/give personal
opinions.

As part of my job, I Our organization has decided to … Most things in the organization happen
decided to… as a result of a team effort. Also, you
want the power of all your coworkers
standing with you symbolically in
your response.

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 Frequently Asked Questions and
Appropriate Answers
1. Question: What is the definition of Indie music?
Answer: Indie music is defined as music that is produced without the aid of
corporate funding. It operates on the basis of giving music back to music
lovers. [To be verified by Yep Roc.]

2. Question: What standards do have when selecting bands?

Answer: We require a music sample and an interview with the band. Most of all,
we require bands to have a commitment to their fans. [To be verified by
Yep Roc.]

3. Question: What practices differentiate Yep Roc from other Indie music labels?
Answer: We do not take any corporate contributions, but our commitment to true
Indie music goes further than that. We have been on the forefront of
working with our fans to make downloading an opportunity rather than a
problem. We have gone a step further than other Indie labels by
continuing to look for ways to partner with our fans, rather than work
against them.

a18a
 Fast Facts about Yep Roc
1. Yep Roc is a music label for music lovers.

2. Yep Roc is an independent, international record label based in Haw River,

North Carolina.

3. Yep Roc was founded 1996.

4. Yep Roc is exclusively distributed through Redeye Distribution.

5. Yep Roc’s co-owners are Glenn Dicker and Tor Hansen.

6. Yep Roc’s Web site is yeproc.com.

7. Yep Roc currently has more than 100 artists under their label.

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 Fast Facts about Mercury Rev
1. Mercury Rev is an experimental rock band.

2. Band members include:

Jonathan Donahue Vocalist/acoustic guitar

Grasshopper Moth-light guitars, clarinet, tettix wave accumulator
Jeff Mercel Drums, piano, keyboards
Dave Fridmann Bass explore, telescope, knob twiddler

3. Mercury Rev was formed in Buffalo, New York in the late 1980s.

4. Mercury Rev opened for Bob Dylan at a show at Yale University.

5. Mercury Rev’s Web site is http://www.mercuryrev.com/.

6. Mercury Rev has released eight albums.

Yerself is Steam
Boces
See You on the Other Side
Deserter’s Songs
All is Dream
The Secret Migration
Snowflake Midnight
Strange Attractor

7. Lead singer Jonathan Donahue played guitar for the Flaming Lips.

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 *Print and laminate this sheet and distribute to all employees

Ordered List of Contacts

Below is an ordered list of employees to contact first for media questions.

1. James Bailey National Publicity, Video Promotion

2. Steve Gardner Label Manager
3. Emily Bass Project Manager

To better inform the media about specific subject matter related to Yep Roc or
our bands, below is a list of employees and their positions.

Courtney Mabeus Tour and Blog Publicity

Jay Lewis AAA & Americana Radio Promotion
Hank Stockard College and Alt. Specialty Radio Promotion, Tour
Promotion, Special Events

Jay Lowe Indie Retail Marketing, Consumer Advertising

Emily Bass Project Manager
Fergus Denham Head of International

Josh Wittman Strategic Marketing Director, Licensing

Jim Logrando Digital Marketing
Shanna Oskin Direct to Consumer Marketing

Dave Jackson Production Manager

Michael Triplett Graphic Artist

Mike Greenspan Finance Director

Billy Seawell Accounts Payable / Artist Statements
Tommy Gibson Accounts Receivable

a21a
Media Education Initiative PowerPoint

a22a
 Media Advisory

YEP ROC RECORDS • YEP ROC IS YOUR ROCK

Dear Entertainment Editor,

Here at Yep Roc Records we are changing the way we do business. From now on, you’ll
be hearing that “Yep Roc is Your Rock,” but we want you to know that our actions back up our
words. That tagline is just a verbal representation of our commitment to being 100 percent
independent — to putting music where it belongs, back in the hands of the listeners, and that
includes you, the music media.
We’re doing everything we can to make our music personal and accessible to you and to
music lovers everywhere. Yep Roc has made a commitment to being a reliable source of
information about the independent music industry — its practices, products and its challenges.
Here are three things we’re doing to make your job easier:
1. Employee Recommendations of the Month: a new web-feature that will high-light our
employees’ favorite new artists, providing great story ideas
2. Employee Profiles: short bios of all of our employees to make them accessible to you and
Yep Roc customers
3. Meet the Band Passes: backstage passes provided at various shows that will make it
easier for reporters and fans to get up close and personal with our bands
If you have any questions, please don’t hesitate to contact us at 1-800-Rock. Even if it’s a
question about the indie industry and not one of our bands, we’re happy to help. If we don’t
have the answer, we’ll find someone who does.
Remember that Yep Roc Records is your record label, committed to helping you to the very
best of our ability.
Sincerely,

James Bailey

a23a
Employee Profile and Picks

a24a
Identity Package

a25a
 Making the Album Press Release
PRESS RELEASE
YEP ROC RECORDS • YEP ROC IS YOUR ROCK

Release Date

FOR IMMEDIATE RELEASE

BASS, BEATS AND BRAINWAVES

NEW YORK CITY – Mercury Rev has unveiled a new wave in the future of music. The rock
band, which is part of Yep Roc record label, used an electroencephalograph, or EEG, to create
music at a concert at the Stone Friday night. The EEG works by reading a participant’s brain
waves and then producing different sounds, tone, pitch and volume based on the firing of the
participant’s neurons. The band then reacts to these changes that the EEG produces, playing
music that is guaranteed to constantly change.
Lead singer Jonathan Donahue stated, “The EEG has allowed our band to take music to the
next level. We’ve entered a new frontier in music. It is really exciting.”
This new, psychedelic method of music creation is in line with the Mercury Rev’s quirky
musical style. The band brought the EEG on their tour, which began Jan. 2, 2009.
Mercury Rev, an American experimental rock band, was formed in Buffalo, N.Y. in the late
1980s. It has produced eight albums and is currently signed with Yep Roc Records. Mercury
Rev has achieved domestic and international success with critically acclaimed albums such as
“Everlasting Arm” and “Racing the Tide.” For more information, please visit their Web site at
www.mercuryrev.com.
Yep Roc is an independent international record label, based in Haw River, N.C. As an
independent music label, Yep Roc receives no corporate funding. Yep Roc currently
represents more than 100 artists from a wide variety of genres. For more information, visit Yep
Roc's Web site at www.yeproc.com.
###

a26a
 PRESS RELEASE

Hometown Local-Angle Release

YEP ROC RECORDS • YEP ROC IS YOUR ROCK

Release Date

FOR IMMEDIATE RELEASE

MERCURY REV TO PLAY HOMETOWN CONCERT IN DECEMBER

BUFFALO, N.Y. – Mercury Rev is coming home for the holidays. After achieving outstanding
success worldwide, Buffalo’s own Mercury Rev will play a hometown concert Dec. 20, 2008
at the Sheas Performing Arts Center.
December’s concert will showcase the band’s new albums, Snowflake Midnight and Strange
Attractor, released in Sept. 2008. Lead singer Jonathan Donahue said, “We are really excited
about getting back to our roots. It’s really inspiring to come home to Buffalo and share our
work in the place where it all began.”
The albums represent a new chapter in Mercury Rev’s history, combining synthetic beats with
orchestral blowouts for an innovative and experimental sound. The Guardian gave Snowflake
Midnight five stars, saying “Mercury Rev have made another masterpiece.”
The concert will begin at 9 p.m. Tickets are available for $15 online at www.mercuryrev.com.
They will also be available the day of the show for $20.
Mercury Rev, an American experimental rock band, was formed in Buffalo, N.Y. in the late
1980s. It has produced eight albums and is currently signed with Yep Roc Records. Mercury
Rev has achieved domestic and international success with critically acclaimed albums such as
“Everlasting Arm” and “Racing the Tide.” For more information, please visit their Web site at
www.mercuryrev.com.
Yep Roc is an independent international record label, based in Haw River, N.C. As an
independent music label, Yep Roc receives no corporate funding. Yep Roc currently represents
more than 100 artists from a wide variety of genres. For more information, visit Yep Roc's
Web site at www.yeproc.com.
###

a27a
 Best Practices Release
PRESS RELEASE
YEP ROC RECORDS • YEP ROC IS YOUR ROCK

Release Date

FOR IMMEDIATE RELEASE

MERCURY REV OFFERS FREE DOWNLOADS

CHAPEL HILL, N.C. – To establish a stronger fan base for Mercury Rev, an experimental
rock band, Yep Roc Records is offering fans free music downloads. Yep Roc is also hoping
these free downloads will attract interest to Mercury Rev’s latest album, Snowflake Midnight.
As part of the promotion, fans are directed to Mercury Rev’s Web site, where the band is
giving away Snowflake Midnight’s companion album, Strange Attractor. After signing-up for
Mercury Rev’s mailing list, fans receive a link to download Strange Attractor as a high-quality
mp3. The album can be played on any device.
The promotion will enable Mercury Rev to attract new fans and maintain old ones, while also
collecting email addresses to announce tour dates, ticket sales and other news. Mercury Rev is
confident that fans will enjoy being a part of the album release.
Mercury Rev, an American experimental rock band, was formed in Buffalo, N.Y. in the late
1980s. It has produced eight albums and is currently signed with Yep Roc Records. Mercury
Rev has achieved domestic and international success with critically acclaimed albums such as
“Everlasting Arm” and “Racing the Tide.” For more information, please visit their Web site at
www.mercuryrev.com.
Yep Roc is an independent international record label, based in Haw River, N.C. As an
independent music label, Yep Roc receives no corporate funding. Yep Roc currently represents
more than 100 artists from a wide variety of genres. For more information, visit Yep Roc's
Web site at www.yeproc.com.
###

a28a
 Local Band Recommendation Release
PRESS RELEASE
YEP ROC RECORDS • YEP ROC IS YOUR ROCK

Release Date

FOR IMMEDIATE RELEASE

YEP ROC’S FAVORITE N.C. INDIE BANDS

HAW RIVER, N.C. – Yep Roc Records, an independent music label located in Haw River,
N.C., has chosen its five favorite indie music bands across the state. Four of the bands are
relatively unknown artists, and one of the groups belongs to the Yep Roc label. All of them
share a common commitment to producing innovative music that puts listeners ahead of the
profit margin.
Band 1: {Provide background on the artist and why they are independent according to Yep
Roc’s standards.}
Band 2:
Band 3:
Band 4:
Tres Chicas is a folk rock group from Raleigh that made its debut in 2004 with Sweetwater.
They will return home to North Carolina to play at Progress Energy Memorial Auditorium on
Sat, March 28, 2009. The concert is part of a 10-city tour to promote Tres Chicas’ latest album,
Bloom, Red, & The Ordinary Girl. With a new producer, Tres Chicas has worked to achieve “a
virtually borderless Americana sound that’s resonant with humanity, wisdom, heart and
irresistible charm” (Yep Roc).
Yep Roc is an independent international record label, based in Haw River, N.C. As an
independent music label, Yep Roc receives no corporate funding. Yep Roc currently represents
more than 100 artists from a wide variety of genres. For more information, visit Yep Roc's
Web site at www.yeproc.com.
###

a29a
Meet the Band Passes

a30a
Passes to be 2 1/3" x 3 3/8"

Printed on Avery Adhesive Name Badge paper

$55.69 for 400 labels at Office Depot

a31a