craneway stairway strategy
DESCRIPTION
Our group's client was Craneway Pavillion, and we were tasked with developing a business & media strategy to build this venue into a household name.TRANSCRIPT
What Do These Musicians Have In Common?
The Apollo Theater of Harlem
“where stars are born and legends are made”
Introducing the…The Craneway Stairway Campaign
Today’s Agenda
1) Our Craneway Mission
2) Craneway Obstacles
3) Achieving Our Mission
4) Implementation
The Craneway Stairway Campaign
The “Craneway” - Household Name
develop Craneway as a platform to foster the growth of Bay Area talent
Artist Development
Community Outreach
(traditional)
Artist Development
(social)
Strategy
Community
Incubator
The “Craneway”
Local Artists
Industry Connections
The Craneway Stairway Campaigndevelop Craneway as a platform to foster the growth of Bay
Area talent
Strategy
Community
Incubator
The “Craneway”
Local Artists
Industry Connections
The Craneway Stairway Campaignfirst include the community before developing Bay Area talent
1st Obstacle: Security
Introducing The Craneway “Security Manifesto”o explains how security works o provides the answers to all questions and concerns o expresses Craneway's commitment to security o always referenced in customer communication
use online media to show everyone how important you take security
2nd Obstacle: East Bay Reputation
Introducing The Craneway “Find Your Way” Program o music program for local low-income youtho pairs local musicians with young studentso partnership with Richmond Police Activities League
get great traditional media coverage about Craneway while giving the East Bay something to be proud of....
The Craneway Stairway Campaignnext begin connecting with local artists.
Strategy
Community
Incubator
The “Craneway”
Local Artists
Industry Connections
“I Started On Myspace”myspace is a great outlet to find & connect with local
talent
“We made connections with a lot of bands and venues through Myspace… Hell, we were discovered by our label on Myspace.”
Introducing ADPwith ADP - the artist development program - you give all local
talent an opportunity to lust after Craneway.
Ongoing ADP Performancesalthough not every artist will get into the incubator, you will
always have consistent new talent coming through your doors
THURSDAY SATURDAYFRIDAY SUNDAY
Pick Great Talent For Next Stepit’s survival of the fittest at Craneway, only the best
succeed.
1) Establish Fan Based
2) Fan Retention
3) Overall Ability to Entertain
The Craneway Stairway Campaigntake some great artists and build their careers.
Strategy
Community
Incubator
The “Craneway”
Local Artists
Industry Connections
The Musician Incubatorthose local artists who have excelled in ADP, now have
incredible resources to build their bands under Craneway
Strategy
Community
Incubator
The “Craneway”
Local Artists
Industry Connections
The Craneway Stairway Campaignestablish industry connections and household name from your
talent.
Low Fruit (Right Now)
- Gain Partners
- Security Manifesto
- Begin Artist Outreach
Community Work (6 - 8 Months)
- School Programs
- Blast Releases
- Launch ADP
- Seek Industry Contacts
“The Craneway” (3 - 5 years)
- Popular shows!!
- 20% Incubator Musicians success!
Implementationwe’ve proposed a lot today, here’s how it can come together!
Why The Stairway Campaign Worksyou become the birthplace for the all of Bay Area’s talent
(while making money!)
COMMUNITY POPULARITY INDUSTRY NAME