General Rock Fans as a Target Group for the Rock and Roll Hall of Fame Museum

Target Bullet-ListPsychographic Summary Live an active lifestyle Likes rock and roll Live a dangerous lifestyle Passionate about what they like Forerunners in culture and society Love listening to music DemocratsDemographic Summary Male Caucasian Single 16-24 years of age, New GenerationGeographic Summary Metro Priority No. 1: Denver, Colorado Metro Priority No. 2: Chicago, Illinois Metro Priority No. 3: Grand Rapids, Michigan

Company OverviewThe Rock and Roll Hall of Fame opened its doors on September 2, 1995 in Cleveland, Ohio. Funded by the Rock and Roll Hall of Fame Foundation it was originally to be built in a small brownstone building in New York, but because of the size and extensive exhibits proposed, in May of 1986 the project site was moved to Cleveland permanently, thanks in large part to a public poll held in USA Today (History of Rock). That same year the first induction was held. Legends like Elvis Presley, Ray Charles, and Chuck Berry were part of that first elite class along with seven other artists. The world-renowned architect I.M. Pei was selected as lead designer and ground was broken on June 7, 1993. The year before completion on October 13, 1994 Yoko Ono, wife of Beatles member John Lennon, made a huge contributions of Johns memorabilia and it have been collecting rock and roll history ever since. They have also had 23 inductions into the Rock and Roll Hall of Fame since the very first in 1986 (History of Rock). The purpose of the museum, stated on the Learn About the Museum page, is to educate the visitor, fans and scholars from around the world about the history and continuing significance of rock and roll music. Through its many permanent exhibits, programs, archives, and rotating exhibits it very much achieves this goal.

Client OfferingsIn a materialistic sence, the Rock and Roll Hall of Fame offers exhibits such as The Beatles Gallery, full of nearly 70 artifacts that were a part of the Beatles and their rich history (Exibits). It has a gallery about the roots of rock focusing on bluegrass, country, and gospels. The Hall even has a gallery about the future of rock and roll emphasizing artists now that are influencing rock in a big way. The Hall has an library and archive with 200 archival collections varying from business records to personal letters and memos from artists, DJs, and record executives. But thats all just in a materialistic way of looking at things. The Rock and Roll Hall of Fame offers so much more. Its a place were a person can go to relive their childhood memories through the songs and performances connected to them. Its a place where the young can learn to appreciate what rock and roll has done for the world and where the old can go to reevaluate what they once thought of rock and roll. But most importantly the Rock and Roll Hall of Fame shows the progression of what rock and roll once was and what it is now. It makes sure that everyone who appreciates rock and roll has a place to go to learn more about it and the people involved and makes sure that rock and roll will always have a running pulse in the veins of its fans.My Target Audience: General Rock FansIntroductionThe history of rock and roll is rich in culture and even richer in the colorful fans that avidly follow it. Rock and roll has changed so much throughout the decades. It has created numerous subgenres, genres like punk rock, metal, grunge rock, and alternative. All of these subgenres can be traced back to that original category that most consider classic rock or classic vinyl. Thanks to this incredibly diverse range of music that can all be considered rock and roll its hard to put and exact description on what a fan of rock and roll would be considered. Although they are difficult to describe there are a few key psychographics and demographics that are commonly found amongst rock fans. These bits of information are what will be stated in the next two paragraphs along with an alignment of why rock fans would fit as the target audience for the Rock and Roll Hall of Fame Museum.Psychographic Elements of General Rock FansRock fans live a dangerous lifestyle. According to an Arbitron study, a rock fan is 84 percent more likely to participate in extremes sports, 47 percent more likely to own a motorcycle, and 12 percent more likely to own a powerboat (Boone). All of these activities can be considered dangerous activities. They also live a very active lifestyle (Boone). Again, according to the same study by Arbitron. Rock fans have a much higher likelihood to play a team sport. They also seem to be the first ones at sporting events, concerts, and even movies. Rock fans are somewhat of the social and cultural forerunners in the nation. They tend to be more passionate about their music than any other thing, especially younger rock fans. That means they love music over technology, even over sex. According to a survey conducted by MTV Sticky, a company that looks into youth trends, 76 percent of young people would rather go a lifetime without sex than a week without music and almost 94 percent of all people from ten to 24 years of age listen to music at least once a week, that a pretty significant amount of people (Murray).

Demographic Elements of General Rock FansIt seems that rock and roll fans go in eras and generations. According to Morin and Taylors survey through Pew Research Center there are three distinct groups of fans. Those that are associated with the Woodstock era are 50 to 64 years of age. Those that know of Woodstock but werent part of it, range from 30- 49 years of age and those that know little about Woodstock and the Woodstock era are 16-24 (4) This era that knows little of Woodstock is the target audience. They are the future of rock and roll, the one who go out and experience and extenuate what a rock fan is and does. All of these groups rank rock as their number one genre. Its even stated in the survey, rock fans are more likely to be whites over minorities. According to the article in Scribd, Music Preferences in the U.S., Rock fans are dominantly male, with 85 percent more likely to enjoy rock, more specifically metal rock than women. From the same article comes the statistic that whites are almost three times more likely to enjoy rock music than any minority. When it comes to marriage rock and roll dies, most fans who listen to rock of any variety tend to be single. Income becomes a factor even though it doesnt directly affect rock, the higher the education level there is a much higher likely hood that a person will like a very specific genre of music except in the case of rap and country where education has a negative impact (Music Prefs in U.S.).

How General Rock Fans Fit with the Rock and Roll Hall of FameFirst of all, rock fans obviously love rock and thats exactly what the museum is all about. Its not just for those who love the old but also those who are interested in the new. There are plenty of exhibits that represent the history, present, and future of rock and roll. It also seems that each generation of rock fans wants to share what they know about rock to those in the lower generations. This is especially prevalent in those who are parents. The article in the New York Times, Theyre Oldies, Dad, by Dave Caldwell, exemplifies this fact. The father tends to show much more enthusiasm towards the museum than his children and really just wanted them to know what he experienced. But at the same time the kids are interested in what he has to say and who the people he is talking about are. They want to connect little they already knew about rock to what they were learning from their dad and the museum. The fact that all generations of rock fans just wanted to know and teach others about what they went through during their life in rock and roll alone shows how perfect the Rock and Roll Hall of Fame is for a general rock and roll fan.Geographic Choice ExplanationMetro Area Priority No. 1: Denver, ColoradoAlthough it is the farthest city of the three, roughly 1300 miles away from the Rock and Roll Hall of Fame, Denver Colorado fits the Rock and Roll Hall of Fame the best. Denver, a relatively small city in comparison to LA or Chicago, with a population of 620,000, has become one of the top contenders for local and big name music in the last decade. Rising slowly at first and then finally exploding up in the rankings with the likes of musical cities such as Los Angles and Austin, both of which are rich in musical background. According to Christiana Dickinson and her article, Upcoming Summer 2010 Shows, Denver boasts 2,300 music related jobs and brings in 2.3 million dollars of musical revenue every single night. It also claims to have over 100 live music venues a night (Dickinson). Not all of these are rock and roll venues, but just the sheer mass of new, live music circulating around Denver is sure to attract all kinds of listeners of rock, especially those at a younger age, say 20-30 years of age (Fredrick). Its been said by various articles and surveys including the two mentioned above that Denver is simply on the rise, if you like music of any variety its the place to be. Although not as important as the new explosion of music, Denver has rich history with well-known rock stars through out the history of rock. This includes sold out shows from The Beatles, Jethro Tull, and U2 (Denver on the Rise). That history can be important to fans in the area that are to old or unwilling to venture out into the live music scene. A city with roots in rock and with an upstart live music scene is a virtual Mecca for advertising the Rock and Roll Hall of Fame.Metro Area Priority No. 2: Chicago, IllinoisChicago on the other hand is close; with a distance of 350 miles from The Hall its the biggest city in the mix. It sits at a population of just over 2,700,00 people. Although size and distance play a large part in the decision for Chicago, the biggest reason to advertise is Lallapalooza, on of the biggest music festivals on the planet. It is has a special focus for new alternative rock and indie rock groups, which are big with the Gen X or New Generation of rock fans. Lallapalooza has been pleasing fans since 1991 and has been growing and entertaining fans ever since. It has showed rock legends of their era such as Foo Fighters, Metallica, Janes Addiction, and The Beastie Boys (Lallapalooza). All of which are key players in the advancement of modern rock. According to the Chicago Tribunes article written by Greg Kot, The festival alone generates record numbers of fans each year with its current record at around 270000 fans. It has had to expand its original 80 acres to 115 acres just to accommodate its massive fan base (Kot). With that incredible amount of people in town at one time it could generate a large amount of exposure for the museum. Metro Area Priority No. 2: Grand Rapids MichiganGrand Rapids is the smallest city on the list with just under 190,000 people, but dont let its small size steer away its allure. Grand Rapids, like Denver is a boomtown for the music scene. Unlike Denver though Grand Rapids music scene is all about the rock. It, like Chicago is fairly local but not so close that you would want to make the trip in a day, it sits at just a little over 300 miles away. Examiners article about Grand Rapids quotes, Fans, artists, promoters, and venues, Grand Rapids has them all. The music scene is alive and well, and it's continuing to grow. Its local venues and down to earth open mic clubs make it easy for anyone who can play a guitar to jam with other local artists (Examiner). The fact that the fans can get that involved with the music makes it a great target for the Rock and Roll Hall of Fame considering that The Hall is mostly for the fans, not the artist. John Sinkevic of the Grand Rapids Tribune writes that the bars and clubs are trying to meet that mid-sized venue that meets the small indie touring-band wants but still is able to reach big names that want to come out and play (Sinkevic). Grand Rapids, quite simply is a rock and roll town that is trying to cater to the biggest rock talent pool they can. Rock fans want to be there and because of that, so does the Rock and Roll Hall of Fame.Media Type IntroductionThe media plan for the Rock and Roll Hall of Fame uses 25 media vehicles. The plan breaks down to a few specific types of media vehicles, radio, television, magazines, newspapers, Internet, and Google keyword search. Each vehicle has been chosen specifically to try and capture the intended target audience of this particular campaign. Media Type PrioritiesRadio is the number one priority media type for the media plan campaign. It was chosen above all else purely on the fact that people who are listening to music specifically the types of rock music chosen in this plan obviously are choosing to tune into that station because they love rock music. Rock listeners would only listen to a specific format. You wont find a non-rock fan listening to any type of rock station. This makes radio a great media type to use to narrow the audience down to what would be wanted. The Hall of Fame is all about the history and future of rock and roll. This makes radio a very compatible target for spreading advertisements for the rock and roll hall of fame.Magazine advertisements are the second priority of the media plan. Where as radio advertisements meet a very large group of the target audience, magazines are much more specified, so much so that I felt that they would not cover as much ground for the target audience as the radio stations would. Even though they are not as big as radio, magazines are similar in the fact that they are chosen specifically and carefully by the people who want to read the content in them. A person who wasnt interested in the magazine wouldnt even bother picking it up. This kind of specification is exactly what is needed for the media plan.

Specific Media ChoicesMagazine ChoicesBlender: the fourth page Blender Magazine ad was chosen because it is the premier music magazine for a new generation of media and music consumers, this coming from the magazines SRDS. It also has a very high circulation and pass-alone rating making my chose to put it on the most noticed cover an easy one. The ad was ran every month for the campaign so that it could get the maximum amount of exposure to the target audience. This ad ran once ever month on the first week of the month. This was done to get this magazine out quicker than the rest because it has the most subscribers.Fader: Fader Magazine was chosen because it focuses on immerging music trends, things that a younger generation would be interested; they are not just focusing on the mainstream, but the underground aspect also. This magazine is one that a young rock fan would love. It chosen to run it on the second page because it has a much lower circulation rating and the CPM was very high also so there was no since in paying large amounts of money on it. Fader was run on the second week of July, the third of August, and the second of October. This was done give an even bursting of the three ads purchased.Metal Edge: The biggest seller for this magazine was that in the description in SRDS, stating that it is specifically designed for rock fans in the teen and young adult stages. That is the exact target audience for this campaign. Similar to Fader, I chose the second page ad because Metal Edge had a low circulation rating and a higher CPM. It wasnt run the full campaign because it wont get a huge amount of people reading it like Blender would. Metal Edge was run in the same time slots as Revolver because they are both similar magazines. September was skipped for October because according an article in weallmakemusic.com October, part of the fourth business quarter is the most competitive when it comes to music. Circus: Circus is a small time magazine that focuses on the rock and roll scene, its festivals and the music of the time and thats the main reason it was chosen. It was a pretty accurate match to the target audience so the advertisement was run on the fourth page. It isnt a very big name in the industry anymore so it was only run three times. Two of them were run in the preliminary weeks before the Lollapalooza because of its highlights on festivals and concerts.Revolver: Revolver is a lot like Metal Edge in the fact that it is geared for target audience. But Revolver doesnt just focus on rock fans but more on the music of festivals and loud concerts. Due to that fact it was decided to run it only twice instead of three or four times. Revolvers two ads were run closest to that high competition fourth quarter to get the most exposure for the target audience.Paste: Paste is another magazine that fits the target audience very well, focusing on indie and Americana rock which is what most of the younger generation of rock fans are looking for. It has a very high CPM but its circulation height and almost perfect audience aim gives it great reason for running it on fourth cover all four months. Paste was run all four months in the third week of the month. This was done to give a nice gap between it and Blender magazine, both being high subscribers and big money generators I felt it was needed to keep them gapped between each other. Newspaper ChoicesThe Denver Post: Newspaper was the lowest priority on the campaign list so it was run as a small ad that didnt run very often to conserve funds. The Denver Post was chosen because it has a segment in the Sunday paper that describes the scene of the next week, which includes concerts and musically venues. Its CPM was the highest of all newspapers chosen so it wasnt run as many times as the other papers. The Post was run on the second week of every month. This was done to give an equal bursting pattern.Chicago-Sun Times: The Chicago-Sun Times was chosen because it was the number one paper in Chicago and the Friday issue included a segment on the weekend, which is where most of the entertainment for music venues is held. Again, its not a high priority so the ads are small and few. The Times was placed in the third week of every month so that it didnt conflict with the other papers, again to make a good bursting pattern.The Grand Rapids Press: The Grand Rapids Press is a higher circulating newspaper in Grand Rapids. Its Friday paper has a Entertainment segment which is the closest match to what the campaign is looking for. The Press was given the last week of every month for the exact same reasons for the other two above.Radio ChoicesWKQX: WKQX was chosen because it plays new age alternative rock and roll. It has a decent listener bass and Chicago has a pretty low CPM. Radio is the campaigns number one priority so there are a large amount of ads for the station being run. The Pm day part was chosen because it had a larger listener base over the other day parts. Also, most rock listeners will be listening to their music when going out at night, this night life listening is a larger window than that morning drive to work or just listening during work. The PM day part was purchased for the rest of the stations in this plan for the same reasons. These stations ads were mainly focused on the first month and the first week of the second because that is when the crowd for the Lollapalooza Festival, which starts August fourth, would be making its way into town.WLUP: WLUP is the other station chosen in Chicago. It being a classic rock station was chosen to capture the young fans that listen to the classic side of rock. It is not as important as WKQX because it doesnt fit the demographic for the target audience as well so ads were cut significantly for this station. These stations ads were run for the same reasons as the first Chicago based radio stationKTCL: KTCL was chosen because of its modern rock format. It has decent ratings and a decent listener base. Denver is the number one city in the campaign so this station being the best fitting to the target audience was given the most ads out of all stations. This stations campaign was set on alternating weeks with the other Denver station so an even amount of advertisements would be somewhere in Denver.KRFX: KRFX was chosen for its classic rock format. The Hall of Fame accentuates the history of rock and roll so classic rock would be a great place to advertise. Its ratings were better than that of KTCL but it wasnt as good of a match to the target audience as KTCL was so it was given less advertisements. Its schedule was run alternating with the other Denver station for the exact reasons that were stated in the KTCL description. WGRD: WGRD was chosen for its Alternative rock format that fit close to the target audience. It had great ratings so it received a fairly large amount of advertisements. Similar to Denver it was run its ads were run in an alternating pattern with the other radio station in the city to insure an even layout of advertisements during the campaign.WBFX: WBFX was chosen for it general rock format. It wasnt, as close of a match as the alternative rock station was in comparison and because of that it didnt receive as many advertisements. But it is still run on an alternating path to give out an even amount of advertising in the market.Television ChoicesRock Docs: Rock Docs is a series on VH1 that highlights certain bands or people that are currently being talked about or who are just famous enough to tell a story about. This show isnt specifically geared towards young rock fans but most people who are going to watch this would have a vested interest in rock and roll. Television was probably second lowest behind newspaper so the commercial ads werent run very much.Rock & Roll: Rock & Roll is a ten part series highlighting key events through out rock history. Like Rock Docs it isnt geared towards young fans but you would have to have a interest in rock and roll to take the time to watch the show.Internet ChoicesPitchfork.com: Pitchfork was chosen because of its focus on independent alternative rock. It highlights rising stars in the indie rock scene and that scene is a big focus for the target audience. As with all Internet sights, its CPM was relatively inexpensive so the ad was run for three months 350 times. It was run in every month except September because September was the least important of the four.StereoGum.com: Stereogum is almost identical in description as Pitchfork so it was chosen for the same reasons. It was also run with the exact same impressions and months for the same reasonings behind Pitchfork.Insound.com: Insound is like Stereogum and Insound in the fact that it is focused on indie rock. But Insound is a merchandise realtor and because of that they may be more focused on their own product then The Hall. So it was only run 200 times for one month. Maximimrocknroll.com: This site is a fan run website based out of San Francisco. It follows the same types of music as the others but because it is a fan based site it could possibly be biased and therefore inaccurate so it was only run one month with only 200 impressions.Indierockcafe.com: This site is another site that matches the target audiences tastes very well. So it was run for three months all except August because after Lollapalooza is over August becomes less important and it was important to the campaign to have some ads in September. Undergroundgarage.com: This site focuses on an even mores specific group of indie rock, garage rock. This garage rock is such a specific genre of rock and will target a very selective group of rockers and will reach little else. This fact alone makes it a great website to run ads. So it was run on 3 months of the four and 350 impression each month. Blender.com: Blender was chose because it is the website to the number one magazine in this media plan. Adding its website only helps gain exposure for subscribers. Now they are not just seeing it in the magazine but also on the website, keeping it in their head. Because it is great for gaining exposure it was run for three months 350 impressions each month.Google KeywordsRock and Roll: Rock and Roll was chosen for obvious reasons, rock and roll as a whole would be gain lots of exposure for anyone who looks up the general topic. It chose to run it the most and for three months because of that fact.Local Bands: This was chosen because it covers the live music scene that is often associated with the young generation that is being used as the target audience. Google keyword isnt a huge focus so they were only given a few ads and only one month for them.Indie Rock: Indie along with, modern, rock and alternative rock are genres that cover the so-called bases when it comes to young listeners. Indie rock seems to be the music of the generation currently so it got have two months rather than one that the modern and alternatives received. Rock Festivals: Rock festivals was chose mainly because Lollapalooza is a big marketing factor it this campaign, it being a festival it only made since to chose rock festivals.Alternative Rock: Alternative Rock was one of three rock genres chosen to cover the bases of young music listeners. It doesnt quite hit home like Indie rock does so it only received 1 month of 100 versus the 2 months.Modern Rock: Modern rock was chosen and distributed for the same general reasons said above for alternative rock and indie rock.

Media Plan ScheduleThe months chosen for this media plan were July through October. July was chosen to have a month in advance for all Lollapalooza attendees to arrive in Chicago; it is also the last full month before most school semesters start. So those target audience members have time to crunch in all of their concerts and music festivals before school starts. After Lollapalooza ends August is relatively unimportant but September is the end of the third business quarter and October is the beginning of the fourth. As stated earlier in the paper the fourth quarter is the most competitive musical quarter. So September gives time to prepare and October is prime for all rock music listeners.

Justification of Money SpendFor this media plan it is recommended that the campaign should spend 1,724,021. This amount is an incredibly efficient amount of money if you consider that there are six media types being used and 25 media vehicles in total. The budgeting for this plan is very well if you consider those facts. Also take into consideration that some very high priority media vehicles are being used such as Blender Magazine and some top rating Radio stations, all of which are not particularly cheap media vehicles.

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The Exibits. RockHall. Rock and Roll Hall of Fame, 2010. Web. 25 Sept. 2012TV Show Search Results. Tvguide. TV Guide. 2012. Web.28 Oct. 2012.Whats the Best Time to Release your Album. Weallmakemusic. We All Make Music, 2010. Web. 4 Nov. 2012.

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