Studio College Rap
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Website:
Purveyors of Information & learning: (information ecology [necessary brand])
Linked far and wide shared
Always current
Design savvy
Functionality: Multidimensional interface
Cause-related; issue-related; reinforce value, vision and mission (loyalty branding)
Search engine presence
Contribute to other sites that share relevant info
Issue Blogging
Youtube Experts
MUST AVOID MYOPISM
More push, less pull
Podcasts
User-friendly
Easy to navigate
Creating an existence well beyond institutional borders
Obstacles: (Real or Perceived)
Financial
Intangible
Perceptions
Quantity
Arts are frivolous/ elitist/ Dispensable
Perceived value of the product
Inflation of value
Brand Commitment:
Brand Centric marketing, etc.
Fulfilling a certain vision.mission, etc.
When consumers are constantly going back to a specific brand
Ex. Johnson and Johnson; Nike; Coca-Cola; Nestle; Herbal Essences; Apple; Kelloggs; Ford; Disney; The MET.
Synonymous with vision/mission
Mass-Scale
Status
Consistency with messaging, merchandising, etc.
Becomes part of the family, tribal feeling
Market Segmentation
Breaking it down into smaller, more manageable parts
Needs and wants
Based on several factors, including demographics and psychographics
This is in order to best understand and act upon anticipated motivating factors with consideration of those that are disincentivizing factors.
Scientific approach.
“Target Market”
The specific group that a product/service is aimed at
Primary market, “largest piece of the pyramid.”
Broadest concentration of likely buyers as defined by multiple factors
Sociographic, psychographic, demographic
“VALS” system
“STEP” system
Concept of market analysis
Within geographic region
Factors:
Population density
Transportation
Demographic Quantifiers (Quantifiable)
Psychographic Quantifiers (Qualifiable)
Geographic Issues
Media Hubs/Outlets within
Traditional and non-traditional
“Niche Market”
Narrow and small market
Can be dangerous because it doesn’t necessarily promote longevity of the company
Live arts are a niche market
Portfolio:
Vision
Mission
Logo, slogan, elevator pitch (artifact)
Case statement/marketing narrative → justify and explain how you define your approach, scientific process- Legitimized marketing approaches (Indicates research to justify who you’re selling to, where you’re selling it, the tactics you’ll employ, how it aligns with vision and mission , etc.)
Branding – how you become a commitment/loyalty brand
Marketing goals – how it’s tied to vision and mission. SMART? (5 goals minimum, 3 objectives each and 3 data specific justifications to contextualize your process
Who, What, When, Where, Why- Justifies the How
S. specific M. measureable A. attainable yet aspirational R. realistic and reportable T. time sensitive
product(s) – describe, placement, pricing
Target region, target audience – research/data fact based → what defines it? How do you go about it?
Tactics, platforms – key approaches, traditional and new
The 4 P’s
Product(s) – what you’re selling in context of human need and feeling that it evokes, how it relates to the brand and tangibles – holistic approach to defining products
Placement – where you advertise (and how) and how a product is accessed. Where the transaction is made (POS); Where the audience interfaces with