Defiant

Records
Master Marketing Plan

Grand Opening: September 10th, 2015


Chief Executive and Director of A & R: Evan Quinn

Email: Quinn.defiantrecords@gmail.com

Work Phone: 518-555-7890

Company Address:
888 North Pearl St. Albany, NY 12201

Overview:


Defiant Records opens on September 10th, 2015 so the beginnings of the

promotional plan will start up 6 months prior to the grand opening. Starting March
10th, 2015 actions will be taken to promote and market the label. These actions
include Internet advertisements, local television and radio promotion, local
newspaper advertisements, flyers that will be sent to various live performance
venues and a free promotional CD of various artists on the label. This will help
people identify the demographics to which we are marketing. This will also show
the Albany area that this label/management company also has a professional
recording studio incorporated into it. On opening day, there will be a meet-and-
greet with a couple of the bands on the label and all of the staff. Refreshments will
be provided.

Phase 1 Promotion

Internet:

- March: Create website for the company that is user-friendly and gives
background info, purpose and a running list of artists signed.
- Late March: Create Defiant Records Instagram, Facebook, Soundcloud and
Twitter.
- April: Clips of artists work released to Facebook and Soundcloud.
- April: Use Facebook page to connect with as many local bands as possible.
- April: Begin tweeting at these local bands.
- May: Set up banner Facebook ads that attract the specific demographic this
label is associating with.
- May: Once 3 artist or promotional videos are made, create YouTube account
and upload videos.
- June: Create a video tour of the company as well as short interviews of the
staff, and brief intro to the artists.

Physical Advertisement:

- March: Print out 500 flyers to spread around the cities of Albany and Troy
(telephone poles, bus stops, etc.)
- March: Print out 1,000 wallet-sized cards that give an overview of the
company.
- April-June: Distribute these cards throughout Albany, in places like
nightclubs, pizza shops, music venues, Washington Park.

Radio:

- March: Send 10-15 second ads to 97.7 WEXT and 102.7 WEQX

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March: Send sample packages to these stations as well

April: Interview with WEQX and WEXT, spreading awareness of the
company. Announce that Defiant Records is the only record label combined
with a recording studio in the capital district.
May: Upgrade to 30-second commercials to the above mentioned stations.

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Press:

- March: Get local newspapers (The Times Union, The Record) advertise the
label.
- April: Increase size of ad, being more descriptive about the services we
provide.
- May: Full page ad in the newspapers with a picture of the building, the studio,
and appropriate website listings and contact info.

Street Team:

- March: A street team will be assembled in order to help promote the label.
They will be distributing flyers, and bringing samples to radio stations.
- April: Add more people to the street team, proportional to the amount of
increased publicity in the prior month.
- May: Add even more people to street team. They will have the same duties as
before, but now they will start helping out in the studio, and on the day of the
grand opening.

Phase 2 Expanding

Connecting with the College Audience:

- In the Albany area there are a few colleges with very high populations,
especially of concert-goers. If Defiant Records reaches out to SUNY Albany,
RPI, Hudson Valley Community College, Sage College, Siena, Union, Saint Rose
then the audience would greatly increase. We will spread flyers around each
campus, in the student unions and central locations that are most traveled by
students. If we connect with this demographic over the summer (maybe even
starting finals week) we will likely increase our popularity for the start of the
Fall semester.

Studio Tours:

- We will allow people to come in on the weekdays and check out our studio
starting in late August. This way artists who are interested in recording with
us will be able to get a general idea and feel for the place. They will be able to
meet the studio and label staff as well. The tours will be kept to a small

number of people, preferably no more than 5, and will be scheduled by

appointment.