To Further Establish & Distribute Your Music Presence
CAMPAIGN
At Innovate PR, our main aim for the PR campaign, is to overall expand David Monroe's social media following, build up his audience in different localities, and to push his newly released single 'Scrubs'. This is specified by our client as he would like to focus on evolving his music presence online, as well as increasing his audience range.
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Monroe's social media following, is already fairly large. He is followed by 11.5K on Instagram alone, which can benefit us when platforming our PR services. Our specific goals are to increase Monroe's Instagram followers by 200, resulting into 11.7K followers by the end of the campaign. To build his audience range within Birmingham City and to lastly get a 20% increase on the amount of listens to his hit single 'Scrubs' on Spotify,
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In order to reach our clients set aspirations and specific objectives, we will use range of PR tools to ensure that our clients needs and wants are met. We will be using a range techniques that include, social media, publication and press strategies and lastly physical promotional strategies; which will help us meet the SMART, objectives of our client.
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CAMPAIGN METHOD
PHOTOGRAPHY & VISUALS
To begin our campaign, we held a photoshoot, in and around Birmingham City. Due to one of Monroe's objectives of increasing audiences within Birmingham, we thought it would be significant to capture Monroe, within the City himself. We purposefully shot these photographs to ensure that updated depictions of David Monroe were available. We then went on to use these camera shots in various campaign materials, such as the artist EPK, Social Media promotion and within the physical promotional tools. The social media promoter, significantly organised these photographs of Monroe on @Innovatepr1's Instagram as well as on @Davidmonroeuk's instagram. The way in which they were posted, was to keep up a sense of narrative and journey within Monroe's musical career and to showcase the audience, hints of Monroe's R'n'B persona and music.
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VISUALS
'Scrubs' Teaser video -
In order, to push David Monroe's newly released hit, 'Scrubs', we created a 30 - 40 second teaser video which shows a glimpse of Monroe's image, vocal range and visuals from the song. We wanted to keep this clip short and sweet, so that we could entice potential audiences to listen to the full song. We also made sure that the Innovate PR logo was added onto the clip, to give recognition to us as a PR brand. This video was very significant, as it became the tool on social media that really increased, listens and followers of David Monroe.
PROMOTIONAL MATERIALS
To reach Monroe's objective of increasing his audience market, in Birmingham; we designed a set of posters and flyers that were set to be posted in and around Birmingham bars and venues. The graphics on these two posters / flyers depict a clear understanding of Monroe's newly release single. We promote his Instagram tag to increase his followers, which is one of his objectives, and include the title of 'SCRUBS OUT NOW' to boldly promote 'Srcubs' his new release. To keep up Innovate PR's brand identity, we made it clear that the Innovate PR logo was incorporated within the visuals of the posters and flyers.The design and layout of the posters and flyers very much fits in with Monroe's bold and striking character, which he represents through his music. We wanted to ensure that his artist persona is upheld in any tool of promotion or content that we created.
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We did find it difficult to in fact receive permission to pin up these posters and flyers within Birmingham venues. Therefore, we instead decided to directly allocate these physical tools of promotion in universities and student accommodation which brought us into direct contact with Monroe's target audience.
PUBLICATIONS & PRESS
In terms of the publications and press side of campaign, we focused on reaching out to a range of Magazine Publications, Radio Stations and Social Media Influencers.
Publications and press are hugely significant when providing PR services. Contacting a range of music industry people, can boost audiences and listeners hugely. We set up a mailing list as shown above, whereby we researched and contacted Magazine publications , Radio Press and Social Media influencers to forward over Monroe's Artist Electronic Press Kit and Press Release.
During this campaign, even though we did contact various publications and press, to put forward the R'n'B artist that is David Monroe, we however did not receive recognition from any of the radio of magazine publications. On the other hand, within the Social Media world, specifically as for the younger generation, entertainment pages have become hugely popular as they regularly post entertainment posts, including up coming music releases. We did manage to get in contact with one of Birminghams biggest social media influencers, WARMZN as well as Twitter sensation ShoRizzy from South London.
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Both influencers successfully agreed to represent David Monroe, as our client, on their social media sites. WARMZN having nearly half a million followers on Instagram from Birmingham and all around UK, and ShoRizzy having nearly 11K followers on Twitter, really boosted the amount of recognition that David Monroe received. As a result of them sharing our content of the teaser clip of Monroe's new release - 'Scrubs' , hugely impacted our campaign. Within 15 hours of WARMZN posting the clip on Instagram, there was nearly 7000 views and 500 likes and within 4 hours of ShoRizzy posting the clip on his Twitter there was over 1000 views and 10 retweets.
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Yet this overall, massively boosted our campaign, it increased all three of Monroe's objectives which overall benefitted him as an artist. As both social media influencers are from London and Birmingham, two of the cities that Monroe wants to increase his audience in, this promotional technique came as an advantage, as it directly, targeted people from that locality as well as the younger generation, two main target audiences of Monroe's.
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MAGAZINE PUBLICATIONS
Channel Alt Radio / Magazine
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Link to contact: music@channelalt.com / @CassKidd
David Monroe has already been interviewed by Channel Alt / CassKid. Good link to distribute new music as artist already has connections with founder, CassKid.
SOCIAL MEDIA
Throughout David Monroe's PR campaign we used social media platforms to perform the distribution and marketing of Monroe's music and image. On Snapchat and Instagram; we scheduled, three times a week to consistently share the content that we created on David Monroe's, Innovate PR's and our own personal social media accounts.
INSTAGRAM & SNAPCHAT
Snapchat and Instagram were the two main platforms we used. As they are the most beneficial ways of promoting content, to the direct audience for David Monroe. We utilised all of the platforms elements, such as sharing stories, live stream, stories and 'swipe up'. We used the tagging system to help build a fan base and following system for Monroe. As shown below, Monroe has shared Innovate PR's story onto his. Social media is powerful in the sense that shares can increase recognition.
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As shown in these images, our photography and promotional techniques were used specifically on David Monroe's as well as Innovate PR's Instagrams. This was done to create content narrative for audiences, which is done to entice audiences to follow pages due to it being aesthetically pleasing and admiring.
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As for Snapchat, we repeatedly shared the teaser clip on to our stories, with the SWIPE UP element attached to it. This gave direct access to potential audiences and listeners to watch the teaser clip. We also asked people who matched the target market to share the clip onto their own personal stories, with the SWIPE UP attachment. This technique, would be called the 'Word-of-Mouth' promotion, yet is more efficient as it is online and potential audiences, can visually see Monroe's music style and persona within a teaser feature.
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OUTCOMES
On a whole, working with our first client David Monroe, was a complete success. The campaign we put forward for Monroe, reached his aspirations and objectives as a musician; which is what we as an agency want to achieve. We believe that our innovative and strategic uses of PR services, enhanced and strengthened our clients, distribution of music and his artist persona. Through the uses of promotional and press techniques such as, publications, content and social media marketing, allowed us to portray our agency's full ability to commit to an artists needs and wants.
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As a team, we made it our mission to pin down ways in which we can reach Monroe's specific objectives. The outcomes and findings that we have received, post campaign is shown to be an accomplishment. His overall objectives were to increase the listens of his new release 'Scrubs' BY 20% on Spotify, to increase his fan base within Birmingham and to gain 200 followers on Instagram.
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When beginning the campaign on the 2nd of April, the 'Scrubs' ​hit had 1,310 listens on Spotify. As the release of the official music video for that song was due, Monroe wanted to increase the amount of listens by 20% which would mean, 262 more listens by the end of the campaign. Yet, through sharing the teaser clip, online through social media marketing and with social media influencers, as well as physical promotion to students; the listens did not only reach more 20% but reached nearly 35% more.
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mid campaign
end of the campaign
As shown on Monroe's Spotify profile, the locations of audiences and listens are taken into consideration. When the campaign started, only 54 people from Birmingham were listening to Monroe. Therefore, another one of his objectives was to increase his fan and audience market within Birmingham city. Handing out and posting the physical content that we produced, within university campuses; did encourage direct audiences of younger females and males to listen to the 'Scrubs' song, Although, it was our publications team that managed to get Birminghams social media sensation WARMZN along with his half a million followers, to post the 'Scrubs' teaser video. Which after, receiving nearly 7000 views, the location listens within Birmingham raised to 91 listeners at the end of the campaign.
mid campaign
end of the campaign
Using all of these PR techniques and promoting through social media, publications and physical content did in fact allow us to reach Monroe's third and final objective of gaining 200 followers on Instagram. By the end of the campaign we managed to increase his followers by more than 200, which was a great achievement.
Looking at the overall success of David Monroe's PR campaign is hugely impressive. Within a month of campaigning we at Innovate PR managed to reach and progress further in all three objectives. The only factors that we as PR professionals should improve on, is the publications side of PR. We should next time, research and allocate more of a range of publications in magazines and radios specifically. It would be hugely beneficial for artists to have radio play, as it would reach mass audiences. Possibly this is something to consider for the next PR campaign we embark on. In terms of our work ethic for David Monroe's campaign, we showed a real sense of strive for our clients. We aimed to succeed with strong and innovative ideas, which led to us, Innovate PR, to achieve for our client, to help him further establish and distribute his overall music presence.
