Assignment 3 – Week 3: Publicity Plan

Publicity Plan Instructions:

Using Keynote, you will create a 5 - 6 minute publicity plan, or a slide

presentation with a voiceover, and write a one-page press release for a
fictitious musical group.

1. Select an artist from the list provided in Appendix 1 below. Define the
group’s brand essence or “hook” by creating a persona, back-story, and brief
biography for your artist. Choose a “home-base” or geographic location for
your artist or band. This location must be a major city with a population that
exceeds 500,000 and CANNOT be Los Angeles or New York City.

2. Identify your audience demographic and three potential live venues. Think
about a likely fan base or audience that would gravitate towards such an
artist.

3. Define three newsworthy items about your group – DO NOT assume any
celebrity connections or past success! Create a narrative that strengthens the
brand by focusing on what makes your artist or group unique. (The more
believable the better!) Without relying on awards or musical notoriety,
consider what is unique about the artist and their music.

4. Identify three strategic partnerships: co-branding, industry partnerships,

and/or potential sponsors. Consider not just how affiliation with the company,
organization, or product could benefit your artist – also consider how affiliation
with your artist may help the company, organization or product. (If there’s
nothing in it for them, it is probably not a logical or realistic partnership.)

5. Identify six unique “niche” news outlets (web, TV, radio, print, other) where
the band can be promoted (You must identify outlets besides YouTube,
MySpace, and major magazines like Rolling Stone, Spin, Hollywood Reporter,
etc.) Choose outlets in the artist’s “home base” that would likely interview
your artist or run an interesting story about an unknown, developing young
artist like yours. (Publicity, not advertising!)

6. Identify three writers/authors/editors/hosts/DJs that use a style or format for

delivery that suits your group. Yes, these need to be actual people. Consider
the writers, DJs, hosts, editors, bloggers, etc. that work for the media sources
you’ve identified. Provide their names and contact information. This makes
the plan even more realistic, because these are people you could actually
contact if you took this plan forward to the next level.

7. Define and design one unique merchandise item that suits your audience.
(T-shirts are not unique.)

8. Specify one low-cost, “guerrilla” marketing technique that you will employ.
Remember that it is advantageous to tie the idea to the brand of your artist. If
the idea is random and doesn’t fit with the characteristics that we identify with
the artist, chances are even the most creative campaign may ultimately be
forgettable.

9. Present an action plan and timeline for executing the above publicity
elements. Approach this like a task list (or to-do list) for how you would
actually carry out your publicity plan. This task list will include items like email
this individual, call this person, set up meeting with this person or company,
etc. While the action plan does not need to include specific dates of when
tasks will be completed, it is recommended that you provide some kind of
chronological order (i.e. the first week we would do this, second week we’d do
this OR phase one, phase two, phase three). Map out a sequence of tasks
that makes sense for the plan that you are proposing.

Press Release Instructions:

1. Your one page press release should follow the form and guidelines you
learned in the publicity lesson. The topic, of course, will be fictional, and you
have some creative leeway, but remember that you are writing about a local,
emerging artist with no celebrity status or connections.

2. Attach your press release as a separate MS Word document. Please do not

embed the press release in your podcast.

Tips for Success:

1. Use the Publicity Plan Worksheet, located in Appendix 2 below, to guide

you through your research.

2. Be passionate and professional. Establish and rehearse a pacing that gives

adequate time to each criteria of this assignment.

3. Be aware of the time: You have been allotted 5 - 6 minutes for this
presentation. If your presentation falls short or exceeds this guideline, you
WILL lose points for not following directions. The best solution: Practice,
Practice, PRACTICE!

4. Do not present “in the past tense”: Present as though this is a plan you
would like to accomplish or hope to accomplish. Assume you are presenting
this pitch to a panel of potential investors or perhaps a pitch back to the artist
or the artist’s team you are representing.

5. Do not assume celebrity connections: Although we all certainly stand to

benefit from relationships and so-called “connections” in the music, this is not
to be relied on as a publicity plan. For most of us, creating a media presence
for your artist will require focused research and actual work.

6. Please define musical identity and ideal fan before describing how you will
reach them: your strategic partnerships and media outlets will be judged
against the brand and demographic that you present. Be able to justify your
choices.
7. Since you obviously wouldn’t build a slide with an entire press release, or
read an entire human-interest story as part of your presentation, figure out a
way to share bullet points or BRIEF descriptions during the course of your
description of your artist’s identity and brand essence.

8. Be creative! Consider designing a mock web home page for your artist or
drafting media talking points (including questions and answers). Plan to
summarize these into brief and simple bullet points for the purpose of your
presentation.

9. View the student project examples provided. It is ok if you are critical about
certain parts of some student examples. They are certainly not perfect from
start to finish - they are merely examples from different musical genres that
happen to have some unique and detailed content. You be the judge of
whether or not you think these publicity plans would actually reach the
targeted demographic.

If you find some aspects of these example presentations to be less than

believable or less than realistic, be sure to bring that same level of critical
thinking to your own project so that you don’t make the same mistakes.

If you find some aspects of these example presentations to be particularly

compelling, be sure to bring that same level of research and realism to your
own project.

Please present your information graphically as well as verbally. All

information you discuss should be highlighted in your slides!

Assignment Format:

1. Submit the podcast in QuickTime M4a, M4v, or .mov files only.

2. Be sure to introduce yourself and the project at the beginning of your
presentation.
3. Follow FSO instructions on compressing and uploading your presentation.
4. Try not to sound like you are reading the script.
5. Provide a closing to your presentation. For example, thank your audience
for their attention, or invite your audience to ask questions, or refer them to
other references for more information, etc.
6. The presentation must include graphics, pictures, audio tracks, and
visual enhancements.
7. Submit the press release as an MS Word document and follow the
formatting guidelines in the publicity lesson. An example can be found at
http://service.prweb.com/learning/article/format-press-release/
8. Follow the Assignment Rubric posted in the References Section.
9. Late submissions will be penalized twenty percent per day, for a maximum
of forty percent.
10. I WILL ONLY ACCEPT ONE LATE ASSIGNMENT PER STUDENT!
11. Projects submitted more than two days late cannot be accepted.
12. Name your podcast and your Word file: FirstnameLastnameCMPO3.
If you are having trouble uploading your assignments to FSO, please use an
alternate source such as youtube.com, dropsend.com, sendspace.com or
yousendit.com. If you do use one of these sources please send me an email
and a link (if necessary), so I know where to find your assignment.

See Artists List Below

Appendix 1: Artist List

Below is the list of artist profiles that you will use for your publicity plan. Pick
one profile that you will use to build a back-story and publicize. You will also
use this artist profile for your next assignment, which is the production plan.

1. Abbott Station (country duo)

This up-and-coming new country music duo, Abbott Station, is made up of

brother and sister, Darren Abbott and Camille Wheelright. They are trying to
bring something fresh to country music: siblings who not only blend soulful
voices with outstanding family harmony, but are also songwriters.

2. The Thad Macon Band (southern rock group)

The Thad Macon Band is lead by Thad Macon, a singer/songwriter/rhythm

guitarist whose style is a unique combination of smooth vocals and spicy
southern rock. He is accompanied by Brad Emmet on lead guitar, Wade
Coach on bass and back-up vocals, and Ron Harris on drums.

3. Sam Moray (alternative rock singer)

At the age of eight, Sam Moray started taking guitar lessons, and began to
follow and favor the rhythms of Dave Matthews and the legendary Bob Dylan.
As Sam moved into his teens, he began to perform with local bands, but
decided to go solo, with a focus on generating his own material.

4. Maxwell (hip-hop group)

Maxwell was formed in the summer of 2009 by Frank "Flawed" Becker and
Rick "Rich" Sampson, on the one rule that every artist in the group stay true to
themselves on every track. They launched their first single that same
summer. This first release was a relief to get out to the public, and now the
boys can't wait until the next one is completed, so they can show the fans and
the industry what they are capable of.

5. Alpha (rapper)

Alpha appears in the eyes of many as the first step in the beginning for the
new generation of hip-hop. He is convinced that by his own distinctive talent
that hard work, determination, and dedication he will make a difference. Alpha
gives birth to a new and improved style of rap, utilizing his powerful voice,
distinctive flow and emotionally propelled lyrics.

6. Chantelle (R&B artist)

Chantelle has been singing since the age of five. She grew up performing at
various talent shows and showcases trying to gain as much experience as
possible in her music and in being an overall entertainer. Though she loves to
sing, write, and record in the studio, she loves performing live most of all.
Currently, Chantelle is in the studio recording her first full-length album.
7. Cadillac Rock (heavy rock group)

Cadillac Rock is a four-member heavy rock band that has been hailed as one
of the loudest up-and-coming rock bands. Cadillac Rock is a band that plays
an arena rock show, every show, no matter where they play by bringing an
edge of musical basics back to hard rock. Using emotional lyrics, memorable
choruses, and aggressive yet easily digestible music, the band plans to make
a niche for themselves in the rock world.

See Publicity Plan Worksheet below

Appendix 2: Publicity Plan Worksheet

This worksheet is strictly to aid you in developing your publicity plan.

It is for your use only, and does not have to be turned in.

Artist/Musical Group Name: ___________________

Home Base: _____________________

1) If I had to sum up my artist(s) in three words, they would be…

__________________ __________________ __________________

2) The most unique thing about my artist is….

____________________________________________________________

____________________________________________________________

3) My artist is most recognized for…

____________________________________________________________

____________________________________________________________

4) My artist’s live shows are well known for…

____________________________________________________________

____________________________________________________________

5) My artist’s typical live concert fan is…

____________________________________________________________

____________________________________________________________

6) Three potential venues in my artist’s home base are…

____________________________________________________________

____________________________________________________________

7) Some “niche” media sources that are a good fit for my artist include…

____________________________________________________________

____________________________________________________________
8) The best “advocates” (writers/DJs/hosts/editors) in the media include...

____________________________________________________________

____________________________________________________________

____________________________________________________________

9) My artist will develop strong collaborations/partnerships with…

____________________________________________________________

____________________________________________________________

____________________________________________________________

10) My most “unconventional” promotion strategy is…

____________________________________________________________

____________________________________________________________

____________________________________________________________

Other strategies to consider for your presentation:

 Write a brief “human interest” story about your artist

 Write a brief bio for your artist
 Design a mock web home page for your artist
 Draft media talking points (including questions and answers)

Excellent (90-100)
 All information presented was
thorough, creative, innovative and well
Thoroughness and supported with several relevant facts,
Quality statistics and/or examples.
 All required elements were included.
Content (60 points)
 All ideas flowed logically; arguments
were identifiable, reasonable, and
sound. Many factual examples/facts
given, relevant to support viewpoint.
Critical Thinking
 Counter-arguments successfully
and Analysis
addressed. Included new meaningful
material.
 Supported concepts taught in course
readings.
Communication (40 points)
 Layout and structure were clear and
organized.
Organization
& Clarity  Sentences clear and wording
unambiguous. Effective word choice,
spelling and grammar.
CMP Assignment Rubric
Good (80-89) Average (73-79) Below Average (72 or less)
 Information presented was not always
 Most information presented was thorough,
clear, was not consistent throughout, and
creative, and was adequately supported  Information had several inaccuracies;
was supported with facts, statistics
with relevant facts, statistics and/or points not supported or not clear.
and/or examples, but the relevance of
examples.
some was questionable.
 Several of the required elements were
 All of the required elements were missing.
 One or two of the required elements
included.
were missing.
 Arguments used were clear, consistently
flowing logically and making sense.
 Logic sometimes succeeds but  Unclear arguments or flow of ideas.
Relevant reasons given to support
sometimes fails, or argument was Few reasons given to support
viewpoint.
unclear. Most reasons given; some viewpoint. Simplistic view of topic; little
relevant to support viewpoint. evidence of possible alternative views
 Acknowledgement of some counter-
OR shows minimal effort or
arguments, but not addressed thoroughly.
 May not address counter-arguments or comprehension. Ideas or arguments
Occasional insightful connections to
make any outside connections. difficult to understand.
outside material made.
 Minimal use of concepts from course  Little or no reference to concepts from
 Supported concepts taught in course
readings. course readings.
readings.
 Layout and structure were mostly clear
 Content layout and structure clear in  Content layout and structure unclear.
and organized.
some parts but not overall.
 Grammar, spelling, and/or word choice
 Ordinary, good writing with few grammar
 Ordinary, good writing with several errors are frequent enough that
or spelling mistakes. Good flow of
grammar or spelling mistakes. understanding is compromised.
communication.