valerie m. torres portfolio
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Marketing Campaign PortfolioPresented By: Valerie M. Torres
Tuesday, May 3, 2011
Background & Relevant Experience
Tuesday, May 3, 2011
DEVELOPED MARKETING CAMPAIGNS FOR OVER 50 ALBUM RELEASES GENRES SPANNING URBAN, R&B, LEGACY, ADULT CONTEMPORARY, AND CLASSICAL
Tuesday, May 3, 2011
BACKGROUND & RELEVANT EXPERIENCE
7+ years of marketing & product management experience in the music industry
Background in Client Management & Artist Relations
Relevant background developing & presenting new business proposals to upper management and potential partners
Significant experience managing advertising, social media, grassroots campaigns and program execution
Interest in developing 3rd party partnership opportunities
BRAND COLLABORATIONS INCLUDE:
Tuesday, May 3, 2011
Campaign Examples
Tuesday, May 3, 2011
ELVIS: SING WITH THE KINGPROJECT
OBJECTIVES: • Generate awareness around the Elvis Christmas Duets
release
• Provide tools to drive sales & increase online buzz for Sony BMG’s International Markets
• Develop an international digital strategy to reach a new, younger demographic
KEY HIGHLIGHTS: • Developed the “Sing With The King” microsite and
campaign elements
• Consumers generated an e-card of themselves singing a duet with Elvis by creating a recording from their phone
• E-card was sent to friends and family and shared via social media sites
• Created international marketing strategy and worked with Sony BMG’s international territories to execute
• Partnerships with Verizon / Vodafone were established for launch and execution
RESULTS:• Increased reach across social media platforms. 20%
increase in “Likes” on Facebook
• Successful partnership with Graceland was established to help get the word out and send targeted e-blasts
• Album debuted #1 in multiple international markets at release
Tuesday, May 3, 2011
DUDAMEL: LA PHILHARMONIC OPENING NIGHTPROJECT
OBJECTIVES:• Create interest around Dudamel’s Opening Night with
the LA Philharmonic
• Develop a long-term relationship with PBS to bridge the gap between TV, product, and online presence
• Drive awareness around his new recordings and catalog
KEY HIGHLIGHTS:• Created a strategy to increase online buzz and collect
e-mail addresses for ongoing consumer outreach
• Established branded microsite which offered a free track to consumers
• Microsite included links to PBS and gave information on airings, concerts and an overview on Dudamel’s discography
• Site was promoted both online & during LA Phil events via:
• Insert in LA Phil Opening Night Hollywood Bowl Program & Inaugural Events (Circ. 50K)
• PBS platforms including website, Facebook, Twitter, blog, dedicated e-blasts
• Sweepstakes offering for free tickets a well as discounted product in the LA Phil store
• Marketing efforts tied-in with advertising campaign on NPR, Facebook and targeted radio buy
RESULTS:• Developed a key relationship and partnership with PBS Great
Performances
• Grew the Universal Classical list by 25% in 2 months
• 30% increase in “Likes” on Facebook
• Increased visibility of Dudamel’s brand among non-classical consumers
Tuesday, May 3, 2011
SPA MAGAZINE - BRANDED MUSIC SERIESPROJECT
OBJECTIVES:• Create a win-win partnership deal with Spa magazine
• Establish new “Stress Free” Music product line
• Target non-classical music consumers, interested in spas, meditation, and seeking relaxation time
KEY HIGHLIGHTS:• All promotional products,websites, and CDs were branded
with Spa magazine’s logo
• Spa magazine was included in all online / offline elements of the campaign
• Each CD included a subscription insert card with a special offer from Spa magazine
• Utilized a free track giveaway to generate consumer interest and drive subscription sign-up
• Bundled a CD sampler with the magazine for both wide distribution and specialty outlets (placement in whole foods & national spas)
• Spa magazine promoted the series through• 2 dedicated e-blasts• 2 in-book print ads• Social media contests• Sweepstakes• Events
• Partnership allowed for additional promotion in spas and other lifestyle locations
RESULTS:• Developed a successful partnership with Spa magazine
• Connected directly with the spa consumer by utilizing Spa magazine’s outlets
• Acquired e-mail addresses and generated awareness of the series
Tuesday, May 3, 2011
BRENDAN JAMES - MARKETING CAMPAIGNPROJECT
OBJECTIVES:• To break Brendan James as an artist
• Debut in top 5 on the Billboard New Artist Chart
• Reach beyond Brendan James’ current fanbase to establish new tour & partnership opportunities
KEY HIGHLIGHTS:• Utilized free track giveaway to generate online buzz
• Hosted a series of Online Street Team initiatives to engage fans; offering prizes and points towards merch for participation
• Secured Discovery Download on iTunes and homepage / genre page banner placement during week of release
• Single “The Fall” added to Triple A Radio - medium rotation
• Created all promotional tools associated with release:• Launched new website• Music video for “The Fall”• Download cards, merch bundles• Press kits• Tour posters & postcards
• Facebook & Google advertising around major press hits
• Drove Facebook interaction through “post a photo” and “tag a picture” contests & tagging tactics
• Serviced to major press & video outlets
RESULTS:• Debuted #1 Singer / Songwriter on iTunes and #2 on Billboard
New Artist Chart
• Music featured on One Tree Hill & American Idol
• National appearance on The Rachel Ray Show
Tuesday, May 3, 2011
BRENDAN JAMES - MYWEDDING.COM CONTESTPROJECT
CONTEST: A unique contest for mywedding.com users to create a video that expresses their own love story, using Brendan’s music
RESULTS: Finalists encourage friends to vote for their video via Facebook. The video with the most hits, wins.
PRIZE: Brendan James will perform at their dream wedding. Ends mid-Feb.
OBJECTIVE:Engage mywedding.com consumers to help get the word out about Brendan James
Tuesday, May 3, 2011
Best Practices & Social Media
Tuesday, May 3, 2011
Michael Jackson Thriller 25 Global CampaignPROJECT: Constructed global campaign, traditional & online promotional tools & merch items
RESULTS: One of the bestselling catalog campaigns for Sony in 2008
Beyonce - Dangerously In LovePROJECT: Coordinate the release of Beyonce’s first solo album in 2003. Developed promotional tools, street team initiatives, and maintained partnerships
RESULTS: Debuted #1 on Billboard Top 200. 4MM albums sold to date
John Legend - Get Lifted
PROJECT: Coordinate the release of John Legend’s first album. Managed online grassroots campaign & database, touring logistics, merch, and key relationship with Valentino
RESULTS: Winner of 6 Grammy awards. 2MM albums sold to date. Long-term relationship with Valentino established.
PROJECT: Developed packaging & international marketing strategy for the Celine Dion Collection
RESULTS: Sales upwards of 300K. Budget & set-up costs minimal -> High Profitability margin
Celine Dion Catalog Concept
BEST PRACTICES EXAMPLES OF CAMPAIGN DEVELOPMENT & RESULTS
Tuesday, May 3, 2011
FACEBOOK PROVEN SUCCESS DEVELOPING A FACEBOOK PRESENCE FOR ARTISTS WITH AN OLDER DEMO
Started The Official Bobby McFerrin Facebook page to help support the release of his album, VocABuLarieS. Grew the
page to 21,496 fans
Started The Original Three Tenors Facebook page to support The 20th Anniversary collection. Grew the page to X within
months through a strategy of rare video content, audio streams, contests, and interviews
Created an initiative to live on Facebook where fans could sign a virtual Placido Domingo Happy Birthday Card. Utilized to promote Domingo
releases and increase partnership activity with the LA Phil
Partnered with Air Canada to host a Fly Away promotion for the Canadian Tenors. Consumers were driven to Facebook primarily through Air
Canada’s targeted e-blasts, social media pages, and website
Tuesday, May 3, 2011
TWITTER CAMPAIGN: DECCA / DG PROJECT
OBJECTIVE:• Grow DG & Decca’s Twitter followers by making &
maintaining contact with a hard-to-reach consumer: an older demographic, interested in classical music
STRATEGY: • Weekly Contests• Increase conversations on Twitter pages with a similar
target consumer. (i.e The Met & Carnegie Hall)• Partnered with classical music venues to offer win-win
benefits to their brand by driving consumers to Twitter• Become experts in this genre; frequently offering classical
music news and making recording recommendations to consumers
• Backstage footage & photos of artists• First Listen initiatives
RESULTS:• Followers increased to almost 3K, with a steady rise
expected monthly in 2011
Tuesday, May 3, 2011
