3. DEVELOPED MARKETING CAMPAIGNS FOR OVER 50 ALBUM RELEASES
GENRES SPANNING URBAN, R&B, LEGACY, ADULT CONTEMPORARY, AND CLASSICAL
Tuesday, May 3, 2011
4. 7+ years of marketing & product
management experience in the music BRAND COLLABORATIONS INCLUDE:
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
BACKGROUND & RELEVANT EXPERIENCE
Tuesday, May 3, 2011
6. 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
PROJECT
ELVIS: SING WITH THE KING
Tuesday, May 3, 2011
7. 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
RESULTS: events via:
• Developed a key relationship and partnership with PBS Great • Insert in LA Phil Opening Night Hollywood Bowl
Performances Program & Inaugural Events (Circ. 50K)
• PBS platforms including website, Facebook,
• Grew the Universal Classical list by 25% in 2 months Twitter, blog, dedicated e-blasts
• Sweepstakes offering for free tickets a well as
• 30% increase in “Likes” on Facebook discounted product in the LA Phil store
• Increased visibility of Dudamel’s brand among non-classical • Marketing efforts tied-in with advertising campaign on
consumers NPR, Facebook and targeted radio buy
PROJECT
DUDAMEL: LA PHILHARMONIC OPENING NIGHT
Tuesday, May 3, 2011
8. 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
RESULTS: • 2 in-book print ads
• Developed a successful partnership with Spa magazine • Social media contests
• Sweepstakes
• Connected directly with the spa consumer by utilizing Spa magazine’s • Events
outlets
• Partnership allowed for additional promotion in spas and
• Acquired e-mail addresses and generated awareness of the series other lifestyle locations
PROJECT
SPA MAGAZINE - BRANDED MUSIC SERIES
Tuesday, May 3, 2011
9. 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
RESULTS:
• Debuted #1 Singer / Songwriter on iTunes and #2 on Billboard • Facebook & Google advertising around major press hits
New Artist Chart
• Drove Facebook interaction through “post a photo” and “tag
• Music featured on One Tree Hill & American Idol a picture” contests & tagging tactics
• National appearance on The Rachel Ray Show • Serviced to major press & video outlets
PROJECT
BRENDAN JAMES - MARKETING CAMPAIGN
Tuesday, May 3, 2011
10. OBJECTIVE:
Engage mywedding.com
consumers to help get
the word out about
Brendan James
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.
PROJECT
BRENDAN JAMES - MYWEDDING.COM CONTEST
Tuesday, May 3, 2011
12. Celine Dion Catalog Michael Jackson
Concept Thriller 25 Global
Campaign
PROJECT: Developed packaging & PROJECT: Constructed global
international marketing strategy for campaign, traditional & online
the Celine Dion Collection promotional tools & merch items
RESULTS: Sales upwards of 300K. RESULTS: One of the bestselling
Budget & set-up costs minimal -> catalog campaigns for Sony in
High Profitability margin 2008
Beyonce - John Legend -
Dangerously In Love Get Lifted
PROJECT: Coordinate the release of
PROJECT: Coordinate the release of
John Legend’s first album. Managed
Beyonce’s first solo album in 2003.
online grassroots campaign &
Developed promotional tools, street
database, touring logistics, merch,
team initiatives, and maintained
and key relationship with Valentino
partnerships
RESULTS: Winner of 6 Grammy
RESULTS: Debuted #1 on Billboard Top
awards. 2MM albums sold to date.
200. 4MM albums sold to date
Long-term relationship with
Valentino established.
BEST PRACTICES
EXAMPLES OF CAMPAIGN DEVELOPMENT & RESULTS
Tuesday, May 3, 2011
13. Started The Official Bobby McFerrin Facebook page to help
support the release of his album, VocABuLarieS. Grew the Partnered with Air Canada to host a Fly Away promotion for the Canadian
page to 21,496 fans Tenors. Consumers were driven to Facebook primarily through Air
Canada’s targeted e-blasts, social media pages, and website
Started The Original Three Tenors Facebook page to support
Created an initiative to live on Facebook where fans could sign a virtual The 20th Anniversary collection. Grew the page to X within
Placido Domingo Happy Birthday Card. Utilized to promote Domingo months through a strategy of rare video content, audio streams,
releases and increase partnership activity with the LA Phil contests, and interviews
FACEBOOK
PROVEN SUCCESS DEVELOPING A FACEBOOK PRESENCE FOR ARTISTS WITH AN OLDER DEMO
Tuesday, May 3, 2011
14. 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
PROJECT
TWITTER CAMPAIGN: DECCA / DG
Tuesday, May 3, 2011
15. Contact info:
Valerie M. Torres
email: valerietorres08@gmail.com
cell: 347.556.9015
Tuesday, May 3, 2011
