My Band Challenge

This project will allow each of you to create a marketing strategy for an up-and-coming musician.  You may choose a band from the Launch Music Conference website or use a band with members from DHS.

1. Activator – Canyon Live
2. Hellomynameiscanyon.com
3. Project Instructions *
4. TPS - Textbook p. 256-259
1. Independently Read for Understanding (Take Notes)
2. Discuss the reading with a partner
3. Class discussion
5. Choose a band from the LAUNCH website
6. Assess the band's current use of the 4 P's
1. Visit the band's site
2. Create a sim-card foldable to organize the 4 P's you see
3. Create a bulleted SWOT Analysis
7. Mini-lesson – Market Segmentation
1. Process of Market Segmentation
2. Purpose
8. Defining the Target Market *
1. Identify the band's target market using the methods of segmentation
2. Justify this decision in a one paragraph response
3. Remember *This market must be meaningful*
9. Mini-lesson – Mission Statements
1. The nature of the business
2. The reason it exists
10. Mission Statement Development *
1. What does the band do (Be absolutely specific - we know they make music, but what separates them from everyone else?)
2. Establish goals for the band (Why does this band exist)
11. Mini-lesson – Strategies & Tactics
1. Defined
2. Connection to each other
3. Connection to Mission Statement
12. Strategy Development *
1. Utilize pages 261-270 to help develop marketing strategies
2. Your additional handouts may help you too
3. *REMEMBER* What are you and the band trying to achieve by creating this marketing plan?  These strategies must align with the Mission Statement.
13. Tactic Development *
1. Develop at least 5 tactics to execute your strategy for promoting the band
2. See project guidelines handout for additional details
3. *Remember* You may need to incentivize fans to help you
14. Set Promotional Goals
1. What do you hope this promotional plan accomplishes
15. Launching the Marketing Plan
1. Organize the overall promotional plan
2. Create a timetable for implementation
3. Determine your benchmark assessments to determine the success of the plan
4. Establish deadlines to modify and adjust the plan as necessary