finalcampaignprgroupedited

8/8/2019 FinalCampaignPRGROUPedited

1/29

BACKGROUND

Yep Roc Records

Yep Roc Records is an independent music label located in Haw River, N.C. Yep Roc is

owned by Redeye Distribution, Inc., which began in 1996 with the goal of recruiting independentmusicians across the Southeast and building a national distribution network. Redeye distributes themusic of more than 250 independent music labels, including Yep Roc (Vleck).

Yep Roc Records bills itself as "a record label for music lovers," meaning that unlike manyof its competitors, Yep Roc focuses on a variety of music genres, which allows the label to "featuresome of the best, most soulful music of any kind" (yeproc.com). Yep Rocs list of artists includeseverything from folk and country to experimental rock. Regardless of the genre, Yep Roc "believesin the vision of each of [their] artists (yeproc.com). That approach drives Yep Roc to focus on eachof its artists individually and refrain from the one-size-fits-all approach that major musiccorporations use.

Yep Roc's many artists boast a number of accomplishments and accolades. Yep Rocrepresents both Grammy-nominated and Grammy-winning artists. The label also represents"legends like Paul Weller, Nick Lowe, Robyn Hitchcock and Ian Hunter" (yeproc.com).

Mercury Rev

Mercury Rev was formed in Buffalo, N.Y., in the late 1980s, but it is a recent addition to YepRoc's family of artists. The band joined the label to release its 2008 album, Snowflake Midnight. Bandmembers include Jonathan Donahue, Grasshopper, JeffMercel, Carlos AnthonyMolina and DaveFridmann. Over the years, the bands sound has evolved from "experimental, psychedelic rock toa melodic, ornate sound" (pit5.com). Mercury Revs early sound has been compared to The FlamingLips, and the bands have close connections;they shared a drummer, as well as a producer in the late80s and early 90s.

Since 1991, Mercury Rev has released eight albums and maintained an international fan base;

however, it never reached more than cult-like popularity in the United States (bandega.com). Sincejoining Yep Roc and releasingSnowflake Midnight, the band has enjoyed wide acclaim in the media,including a spotlight on NPR, as well as aNew York Timesarticle (npr.org, Sisario). Both piecesfocused on the band's use of the brain-wave-reading electroencephalograph to inspire several oftheir songs.

ORGANIZATIONAL GOALS AND VALUES

Although Yep Roc does not have a mission statement, MaverickMedia has concluded thatthe company operates on two key principles: providing the best indie music from all genres andhelping each of its artists reach his or her full potential. Yep Roc also prides itself on maintaining the

values of an independent music company.Yep Roc employees believe that "one thing really unique and good about [the company] is

that [it is] truly 100 percent independent" (transcripts). At Yep Roc, independence means taking aninnovative approach to producing great music with music lovers interests as its primary focus.

For example, in an era of rampant music downloading that threatens major musicconglomerations, Yep Roc "provide[s] a free track for every release that [it sends] out to blogs or[puts] up on e-music" (transcripts). The tactic helps combat the illegal download trend while aligningYep Roc with its consumers.


2/29

a2a

CURRENT PUBLICRELATIONSEFFORTS

James Bailey is Yep Roc's point person for all public relations and publicity efforts. YepRoc's primary focus is on pre-album-release promotion. For example, the publicity strategy forMercury Rev's newest release, Snowflake Midnight, was to "get the media buzzing about the recordearly, building to a crescendo in September" (Yep Roc packet). Yep Rocs press release dates reflect

that strategy. Snowflake Midnightdropped Sept. 30, 2008, and Yep Roc began sending press releasesJune 24, 2008. The last release went out Aug. 28, 2008.

Yep Roc's press release strategy begins with an album release announcement, which isfollowed by a more detailed description of how the album was made. About 10 weeks before thealbum drops, Yep Roc issues a press release with any "early praise" from the media. For the MercuryRev release, there were two additional releases that focused on a concert venue, as well as a separateonline release.

Aside from press releases, Yep Roc's primary goal is to contact print, television and onlinejournalists about upcoming releases in hopes of having favorable reviews or features written aboutthe artist. The publicity strategy outlined in the Yep Roc media packet does not include post-releasemedia relations efforts or any efforts to publicize Yep Rocs accomplishments, knowledge or other

newsworthy items.As a result of this strategy, Yep Rocs bands, includingMercury Rev, receive far more presscoverage than the company itself.

SITUATIONAL ANALYSIS

Yep Roc has many strengths, one of which is identifyingaccurately its internal and externalstakeholders,as well as its target audiences. By connecting with these stakeholders, Yep Roc will gainmore recognition and support throughout the United States. The indie music label currentlyrepresents more than 100 artists from various genres. Many of these artists, including Dave Alvinand BeauSoleil, are Grammy-winning. In addition, large portions of artists signed by Yep Rocreceive excellent reviews from music lovers, newspapers, magazines and Web sites. Yep RocRecords also works to maintain strong relationships with journalists from publications such asBlender, Spin, Rolling Stoneand Clash. Not only do these media relationships enhance coverage of bothYep Roc and its many artists, but they also help to establish the label as a reputable brand in theindie music market.

Although Yep Roc has a respected reputation in the music industry, there are several factorsworking against them(Vleck). First, Yep Roc's self-defined brand, a label for music lovers, is both aweakness and strength. Having a wide array of artists gives Yep Roc the opportunity to profit in avariety of markets, but it makes branding the company, and defining and reaching a target audiencemore complicated. Without a clearly defined target audience, effective marketing may be difficult.However, Yep Roc has opportunities to expand its consumer base due to the many different genresof music that it encompasses.

Yep Roc's current media relations process also has room for improvement. Yep Roc alreadyreceives many successful pre-release reviews, but those reviews could be leveraged more effectivelyto garner more respect in the industry. The same pre-release publicity that earns Yep Roc its goodreviews is also an opportunity to improve the products with which it provides the media, and toexpand Yep Roc's publicity efforts beyond the pre-release realm. MaverickMedia recommends thatYep Roc could improve its news releases by adhering to a one-page fact-based standard preferred bymost journalists (Patterson, Wilkins). Moreover, Yep Roc's post-release publicity stops a monthbefore an album drops. With a few additions and changes to their current strategy, Yep Roc coulduse their existing staff and resources to make a big difference in earned coverage and media relations


3/29

a3a

success.Another weakness and a possible threat is Yep Roc's small full-time staff and limited

budget. Even these seemingly difficult circumstances are areas of opportunity, though. In today'santi-conglomerate environment, being an indie label, as defined by not accepting corporate funds,makes Yep Roc's small budget and down-home staff appealing to the average consumer(Bernstein).

Yep Roc faces several additional industry-wide threats. The organization's profits are

endangered due to the potential of its customers to download music rather than purchase records.Yep Roc's ability to publicize its groups may be threatened by the current downsizing of manynewspapers across the country.

SWOTSUMMARY

Strengths Weaknesses

Good reviews Grammy-winning and nominated artists

Existing relationships with journalists Reputable brand in indie market

Many genres of music

Many different genres of music Press materials arent media-friendly

Small full-time staff Small budget

Relatively little coverage of Yep Roc itself

Opportunities Threats

Lack of indie definition Anti-conglomerate sentiment

Good reviews for Yep Roc Can improve media relationships

Can improve media materials Reach many different markets

Illegal downloading Cost of music production

Shrinking news hole in newspapers

GOALS

y Increase amount of overall publicityMercury Rev receivesy Increase amount of publicity Yep Roc receivesy Enhance Yep Roc Records' media relations process

STRATEGIES

Currently, there is a gap in the music industry and in the media there is not a clear-cutdefinition of "indie music."Music journalist Seraphina Lotkhamanga wrote an article entitled, "IndieMusic: The Undefinable Term," in which she argues that each person has his or her own definitionof "indie." Some people consider it a sound; some think it is the production of a record using an

independent record label, while some people believe it is a lifestyle. With so many ideas anddefinitions floating around, even radio personalities are reluctant to use the term for fear ofupsetting their constituents (Radio Relations group research).

This is both a challenge and an opportunity for Yep Roc to gain publicity and achieve one ofits primary goals: "increased awareness of the label" (transcripts). The media the interveningpublic Yep Roc needs to gets its message to its target audiences relies heavily on fact (Patterson,Wilkins). Belonging to an industry and producing a product without a solid definition could beproblematic for Yep Roc in providing the media with solid facts about the genre. This challenge isalso Yep Roc's opportunity to become an industry leader by positioning itself as a team of indie


4/29

a4a

experts and a model of best indie practices. Yep Roc has already received some coverage with thisflavor in the forms of best practices reviews (King) and expert interviews (hypebot.com). MaverickMedia wants to capitalize on that type of exposure and brand Yep Roc as the primary resource formedia professionals when it comes to indie products and information about indie music.

Why will this strategy work? Because Yep Roc is "truly 100 percent independent"(transcripts). As a true indie label, Yep Roc is not operating on a conglomerate's budget, so our

campaign will use resources that Yep Roc already has its disposal and promote practices that YepRoc has already implemented. That is why we have designed this campaign to be both low-cost andeffective.

At MaverickMedia, we know that Yep Roc is staffed with indie experts, and it is an industryleader in indie practices. All indie labels put music back in the hands of the listener, and Yep Roclives by that standard. They offer free downloads, and in their transcripts they align themselves withthe listener more than the profit margin. Now we just have to let the media and the consumers in onthe secret Yep Roc is the best source of indie information and a leader in indie music practices.To disseminate the message, Yep Roc must enhance its existing media relations efforts.

Both our research with college publications and national studies show that the media isincreasingly interested in local story angles (Galifianakis). Additionally, our research demonstrates

that developing personal relationships with the media is essential to gaining press coverage. To makeuse of these trends, we will employ a targeted, localized media relations strategy that allows Yep Rocto feed journalists helpful information on an area-by-area basis, thus increasing the chances of mediarelations success. With more media space comes increased brand and message awareness.

Although Yep Roc is seeking national coverage, our campaign will focus on building a baseof operations and connections in North Carolina. Since Yep Roc headquarters are located in HawRiver, N.C., Yep Roc employees will be most familiar with the surrounding area, and N.C. mediaoutlets will be interested in Yep Roc because of its local ties. Once Yep Roc establishes itself as anexpert and a leader in the North Carolina media scene, it will be easier to translate this campaign, itspractices and its messages to a national scale. Consider this the first phase of a multi-step, multi-yearcampaign that can launch Yep Roc to new standards of success.

PUBLICS

External - North Carolina Media Outlets (printand broadcast)

Providing journalists with the tools and information necessary to write great stories is anessential factor in fostering relationships with the media. These relationships are a necessaryprecursor to effective media coverage, and ultimately, higher record sales. To keep with the local andindie spirit, this campaign will focus on North Carolina and its 262 media outlets(easymedialist.com).

Internal Employees

Employees are any company's number one stakeholder, and Yep Roc cannot successfully

position itself as an expert in the indie without the help of its 18 employees (Lamb, yeproc.com).Because Yep Roc isa small label, any of its employees easily could be faced with questions about themusic industry and Yep Roc; therefore, all employees need to be well versed in current indie trends,as well as Yep Roc's practices and role in the industry.

MESSAGES

We will articulate our strategy with the message "Yep Roc is Your Rock." The "your rock"


5/29

a5a

represents a three-pronged strategy of expert positioning, improved press materials and enhancedrelationships with media professionals.

In an age where people are aware of their personal brands andthe statements they are makingwith their purchases, consumers expect an unparalleled level of customization. It is important to letthe media know that they can personalize their Yep Roc experience.

Twenty years ago, the coffee options were black, sugar and cream. Today, customers will not

settle until they have their customized, unpronounceable drink in hand. Similarly, journalists are nolonger content to receive national, shot-gunned press releases that have little relevance to theirreadership. They expect highly personalized products and communications, and "Yep Roc is YourRock" represents Yep Roc's promise to deliver just that.

North Carolina printand broadcastmedia outlets

While our primary message is "Yep Roc is Your Rock," we want to convey several other ideasto the media.

Because we want North Carolina journalists to think of and contact Yep Roc whenever they arewriting a story about indie music, we need to establish Yep Roc as a leader in the independent musicindustry while making it known that they are available and helpful resources for the media. Although

the campaigns goal is to position Yep Roc as an indie expert and leader, we intentionally excludedthe word "leader" from the message. We want Yep Rocs actions and practices to illustrate itsinnovative, customer-based stance.

During a time when local news is gaining favor with readers and therefore journalists it isalso important that Yep Roc demonstrates willingness and an ability to provide local, geographicallypertinent information to individual media outlets(Galifianakis).

y Yep Roc is Your Rock: Yep Roc Records is your source for accurate, reliable and NorthCarolina-specific information on the independent music industry.

y We're 100 percent independent, and we pride ourselves on continually learning about andimplementing innovative practices that put music back where it belongs in the hands ofthe listeners.

Employees

An expert positioning strategy cannot succeed without the help of the company's experts theYep Roc employees. It is imperative that Yep Roc communicate respectfully with its employees,thus the messages do not give orders but instead ask for help. This demonstration of appreciationworks in tandem with the theory that the more invested employees are the company, the more likelythey will be to exhibit dedication and loyalty to the company and its vision (Barnes). Whenemployees feel that they are working toward a bigger cause (in this case, helping Yep Roc grow),they are more likely to put great effort into achieving the goal.

y Yep Roc is Your Rock, and we need your help to position Yep Roc as an industry leader andindie expert, while providing personalized experiences and information to North Carolinamedia.

y We need each of our team members to demonstrate a high level of expertise in all aspects oftheir work, including Yep Roc practices and industry trends.

CHANNELSWhen dealing with both publics North Carolina media and employees we will use a

combination of channels that allows each person to receive a customized experience. The use ofonline and interpersonal channels will be at the forefront of our campaign. Additions to the Web


6/29

a6a

site for media and employees will give both groups immediate access to pertinent information.Secondly, we will put a human face on our interactions with both groups. We want to encourageface-to-face communication between the media and Yep Roc employees, management and bands.

A third channel will be used expressly for the media. Press releases allow Yep Roc to disseminateimportant information to a large number of media outlets, and we will use them in our campaign;however, our campaign will hinge on the personalization of the press releases.

MESSAGESUMMARY

Public Messages Channels

North CarolinaMedia Yep Roc is Your Rock: YepRoc Records is your source foraccurate, reliable and NorthCarolina-specific informationon the independent musicindustry.

We're 100 percentindependent, and we prideourselves on continuallylearning about andimplementing innovativepractices that put music backwhere it belongs in thehands of the listeners.

OnlineInterpersonalPress Releases

Employees We need your help to positionYep Roc as an industry leaderand indie expert, while

providing personalizedexperiences and information toNorth Carolina media.

We need each of our teammembers to demonstrate a highlevel of expertise in all aspectsof their work, including YepRoc practices and industrytrends.

OnlineInterpersonal

PLANOF ACTION

Strategy 1:Position Yep Roc Records as the foremost indie music expert in the industry.

Objective 1: Increase employee knowledge by having 100 percent participation in a mediaeducation prep day by Feb. 1, 2009.

y Tactic 1: Media Education Initiative: To ensure Yep Roc employees have the mostcurrent information about the indie music industry and Yep Roc, and are able to


7/29

a7a

express their knowledge to the media in a succinct sound bites, they will participate ina four-hour informational session called "Media Education Initiative." All employeeswill be expected to attend this training day; however, a copy also will be available viaWeb cast, so all band managers, as well as anyone else who could not be present, canparticipate. These sessions will be held annually and will present Yep Roc employeeswith up-to-date facts, statistics and information about indie music. Employees will

also learn how to handle the media, field questions and communicate with editorsand reporters. Part of the training will focus on the importance of promptly andcourteously dealing with the media. Educating employees will help to establish YepRoc as an available, reputable source and an expert in the indie music industry. Byhosting this even annually, Yep Roc will be able to maintain its reputation. SeeAppendix A for a schedule of activities and handouts.

Objective 2: Increase the number of journalists who consider Yep Roc Records a viable sourceof information on independent music by five percent byMay 31, 2009.

y Tactic 1: Media Advisory: North Carolina media will not know that Yep Roc is a

valuable resource until we let them know. We will begin a dialogue with local mediathat presents Yep Roc as an open, accurate source of information rather than a press-release-sending machine. To accomplish this, Yep Roc should purchase the media listof N.C. media outlets available at easymedialist.com. We will send a media advisoryto all entertainment editors on our media list outlining Yep Rocs status as anindustry leader, its recent changes (as proposed in this campaign) and its dedicationto being a resource for the media and an advocate for music fans. Our advisory,however, will take the form of a friendly letter that addresses the editor by name.That approach will position Yep Roc as a friend to the media and illustrate theirdown-to-earth, personalized attitude. See Appendix B for a sample advisory.

y Tactic 2: Employee Picks of the Month and Employee Profiles: Yep Rocemployees have an ear for great music. These people are opinion leaders amongmusic lovers. An easy way to share Yep Roc employees' opinions and suggestionswith fans is to set up a section on the Yep Roc Web site composed of employeeprofiles and their music picks of the month. Creating a dialogue between Yep Rocconsumers and employees will create a bond between the producer and theconsumer, thereby establishing a feeling of camaraderie and trust. Helping consumersknow who is working to produce the music they love and having a forum for themto share their musical tastes will undoubtedly create a sense of loyalty among existingconsumers and bring in new ones. See Appendix C for a sample profile and picks.

y Tactic 3: Identity package:The identity package will unify and promote Yep Roc's

image and brand the label as a viable source of information on independent music.To brand successfully the company as a reliable source of knowledge, the companywill place its logo, complete with the Yep Roc is Your Roc tagline, on allpromotional materials and use a consistent boilerplate at the end of all press releases.The use of the logo and the boilerplate will help the media associate Yep Roc with alltopics about independent music that are covered in the press releases. Included in theboilerplate will be a brief summary of Yep Roc's special financial situation as anindependent label. Promoting Yep Roc's finances will help the company differentiateand distance itself from mainstream record labels. Yep Roc prides itself on being a


8/29

a8a

truly independent record label, and publicizing that they receive no funding fromcorporations will establish their company as a legitimate resource on independentmusic for the media. See Appendix D for the complete package.

Strategy 2:Improve materials and information that Yep Roc provides to the media.

Objective 1: Begin distributing two non-album-release press releases for all bands by Feb. 1,

2009.y Tactic 1: Diversify press releases:Yep Roc currently expends most of its energy in

pre-release media blitzes. That means bands get premium exposure for a very smallpercentage of the record cycle; however, the public and the media's memoryand attention span are very short (Elias). To build the Yep Roc brand and increaselabel awareness, as well as promote long-lasting awareness of all Yep Roc bands, YepRoc needs to diversify the types and timing of its press releases. While it is imperativeto send releases about an upcoming album, our campaign will send releases at alltimes of the year and record cycle. We will use a variety of angles, including local,human interest and trend-based stories that allow Yep Roc to highlight and enhanceits industry expertise. We also suggest using a special angle that combines the expert

and local themes: sending individualized press releases to N.C. media outlets that talkabout local indie bands, and why they are indie according to Yep Rocs standards.This type of press release moves Yep Roc beyond the level of self-promotion andinto the position of industry leader and reliable information provider for journalists.See Appendix E for sample press releases.

Strategy 3: Enhance relationships between Yep Roc Records and the media.

Objective 1: Increase contact between band members and local media by 10 percent byMay 1,2009.

y Tactic 1: Issue "Meet the Band Passes": Passes will be issued to at least two localreporters for every tour stop. Enabling at least two media contacts to meet and greetwith the band for at least five to ten minutes will enhance the relationship among theband, Yep Roc Records and the media. Media representatives will gain theopportunity to meet the band and have more primary material to include in a mediastory about the band. Before executing this tactic, MediaMavericks recommend thatthe band manager attend the media training day and that the band have a quickmedia training session as well. See Appendix F for sample pass.


9/29

a9a

TIMETABLE

The 2009 campaign is composed of three sections, each with different objectives:y Jan. 1, 2009-Feb. 30, 2009 Preparation Window: In order to launch the campaign with

full force, Yep Roc needs time to prepare new materials and decide how best to incorporatenew public relations processes into their existing procedures. Thus, this time period will

allow for the creation of the Employee Picks section of the Web site, completion of theMedia Education Initiative and the preparation of any other necessary materials.

y March 1, 2009-May 30, 2009 Informational Window: Aggressive relationship buildingand media relations tactics characterize the information stage. North Carolina editors andwriters will be contacted and receive information about online resources and materials tohelp them understand Yep Rocs place in the industry. Earning support from localpublications will be essential in this period, as well as working with Yep Roc employees. Atthe conclusion of the information stage, relationships will be in place to allow the increaseddissemination of Yep Rocs key messages.

y June 1, 2009-Dec. 31, 2009 Motivational Window: The motivational window is thetime to expose the media and the public to Yep Rocs key messages, values and goals. The

focus of this window is strategic self-promotion. During this period, Yep Roc staff will focuson disseminating Yep Rocs messages through the press contacts made in the informationalwindow. The relationships created in the informational window will be transformed intochannels through which both the public and the media can view Yep Roc as an importantand viable source of entertainment and news. By the end of thisstage, Yep Rocs messageswill dominate most of its coverage, and the media will understand that Yep Roc is a sourceof timely news and information. Ultimately, knowledge will blossom into independentemphasis on Yep Roc.

SCHEDULE SUMMARY

Milestone Start DatePreparation Window

Media Education Initiative live and in Podcast Jan. 12, 2009Identity Package live Feb. 1, 2009Employee Picks drafted Feb. 15, 2009Informational Window

Employee Picks live Mar. 1, 2009Media Advisory sent to N.C. outlets Mar. 1, 2009Motivational Window

Meet the Band Passes sent to N.C. outlets June 1, 2009Diversified Press Releases sent to N.C. outlets June 1, 2009

SUGGESTEDEVALUATION

Following the full implementation of the campaign, Yep Roc and the media should beprepared to enter a behavioral window where the fruits of the campaign come to fruition. The mediawill use the public relations efforts of the previous windows as a springboard to enhancing YepRocs coverage. Self-promotion will still be the dominant source of publicity, butYep Roc will alsobe receiving non-solicited coverage from the media. In the previous windows, Yep Roc will have


10/29

a10a

established itself as a reputable, important source of news and entertainment in North Carolina.Local media outlets will come to Yep Roc for indie-related information, including quotes. Theseoutlets will also consider the company as the subject of feature stories.

The effects seen in the behavioral window will serve as a measure of the success of thiscampaign. The relationships built during the informational and motivational windows willculminate in a much stronger media presence for Yep Roc. We suggest measuring the growth ofthat presence using the following measures:

y Hire a clipping service to:o Count the number of times Yep Roc and its bands are mentioned in North

Carolina publications each montho Look for key phrases like Yep Roc and Mercury Rev to gage increased

media coverage as a result of this campaign.o Look for positive trends in the use of words like leader and expert to

determine the effectiveness of the main objective of branding Yep Roc as anindie expert

o Look for increased use of Yep Rocs key messages

yCompare the amount of post-album release press releases and Yep Roc-oriented releasessent by some date to the same date a year prior

y Measure how many questions Yep Roc receives from the media and the number of requestsfor quotes to determine how often the label is being called upon as an expert

y Take attendance to measure participation in Media Boot Camp

y Measure Web site hits to the Employee Picks section

y Measure how many sent press releases result in full or partial placements or feature stories

BUDGET

Item Price Quantity Total

Bagels 12.99 2 25.98Coffee 9.99 2 19.98Fruit Bowl 24.99 2 49.98Orange Juice 15.00 1 15.00Pastries 24.99 2 49.98Handouts (10 sheets each) .50 20 10.00MediaEducation Initiative 170.92

Electronic News Release Submission FREE 1 0Identity Package .05 20 1.00Laminated Placard .25 20 5.00Meet the Band passes .16 400 64.00

NC Media List 117.90 1 117.90Media Relations 187.90

Clipping Service 100 12 mos. 1,200.00Evaluation 1,200.00

Contingency Fund 500.00

TOTAL $2,058.82


11/29

a11a

Our budget is cost-efficient, and it does not follow the typical rules of public relationsbudgeting. Evaluation is typically 10 percent of the total; however, in our case, it is more than halfthe budget (Lamb). We took this approach for several reasons.

In the transcripts, Yep Roc employees state that they would like to be able to measure theirefforts.MaverickMedia also recognizes the importance of evaluation. This expert positioningstrategy is a new path for Yep Roc, and we need to know if it is effective. If so, Yep Roc can expand

its efforts to the national level. If not, even this small budget could be spent in better ways. Eitherway, evaluative measures give us important information about the path we are taking to success.Without objectives and a metric to measure our progress toward them, we are taking blind turns inwhat we hope is the right direction.

Our current direction is increasing brand awareness by utilizing Yep Rocs existingresources to garner long-term, positive coverage in the media. Having a multi-million dollar budgetwould work against our strategy and messages in several ways.

First, it is not feasible. Yep Roc is an independent music label, and as such, does not havecorporate funding behind it. Second, Yep Roc is an independent label, and we are marketing it as analternative to the conglomerate-produced sounds of Sony and BMG. Putting a multi-million dollarcampaign behind those words would nearly eradicate the message and make consumers and the

media skeptical. We want our actions and messages to align. Lastly, the low budget is the numericalrepresentation of the beauty of this campaign: When a company is doing something great, it doesnot need a million-dollar advertising budget to get the word out; the media will disseminate themessage free of charge.

Yep Roc already has tremendous resources at its disposal in the form of its knowledge andemployees. We simply are capitalizing on those resources in the most effective, efficient waypossible.


12/29

a12a

THE MAVERICK MED IA TEAM

Kelly Giles is a senior journalism and mass communication and psychology doublemajor from Winston-Salem, N.C. She is unsure about her future career path, but sheenjoys strategic thinking and seeing the big picture. Kellycan be reached [email protected].

Caroline Herionis a senior journalism and mass communication and internationalstudies double major from Wilmington, N.C. After she graduates inMay, she hopesto teach English in Argentina. Caroline can be reached at [email protected] or910.520.3696.

Courtney Miller is a senior journalism and mass communication and political sciencedouble major from Fredericksburg, Va. She is graduating in December and hopes towork in the health care industry. Courtney can be reached

at [email protected].

Molly Thebesis a senior journalism and mass communication and political sciencedouble major from Charleston, S.C. She eventually plans to combine her publicrelations savvy with a law degree.Molly can be reached at [email protected].

Ashley Yakopecis a senior journalism and mass communication major fromRaleigh, N.C. She is unsure about her career path, but she would like topursue a publicrelations job in the fashion industry or the federal government. Ashley can be reached

at [email protected].


13/29

a13a

WORKSCITED

All Things Considered. Mercury Rev: The Sound of Free Sounds. National Public Radio.28 Sept. 2008. .

Barnes, Suzin. Tips to improve employee relations. AustinBusiness Journal. 27March 1998.

.

Bernstein, Aaron. Business worried about growing anti-corporate consciousness. BusinessWeek. 11 Sept. 2000. .

Elias,Marilyn. So much media, so little attention span. USA Today. 30March 2005..

Galifianakis, Nick. "Local Angle" PRSA Public Relations Tactics. Vol. 15, No. 5 Sept 2008.

King,Mike. Mercury Rev Using Free Music to Connect with Fans. Artists HouseMusic.

.

Lamb, Larry. Applied Public Relations: Cases in stakeholder management. Mahwah. NJ.Lawrence Erlbaum Associates. 2005.

Lotkhamnga, Seraphina. Indie Music: The Undefinable Term. Blogcritics Magazine. 19Feb. 2008. .

Mercury Rev Information. Pit5.com. .

Mercury Rev. Bandega.com. .

Patterson, Phillip and Lee Wilkins.Media Ethics: Issues and Cases. New York, N.Y.McGraw Hill. 2007.

Radio Relations Research Presentation.

Sisario, Ben. Just Your Standard Rock Band: Guitar, Drums and Electroencephalograph.New York Times. 9 Sept. 2008..

Transcripts from Terri.

Vleck, Phillip van. Redeye and Yep Roc: Big musical doings in little Graham.MetroMagazine. July 2004. .

Yep Rocs Emily Bass Speaks Out On MP3 Downloads. Hypebot.com. 15 Jan. 2007..

Yep Roc packet from Jay.


14/29

a14a

Schedule of Events

Monday, January 12, 2009

9:00 Check-in at the Conference Room

Enjoy a complimentary breakfast

9:15 Presentation by James Bailey

10:00 Complete and Discuss Worksheet

10:20 Break

10:30 Distribution of handouts

Discussion led by James Bailey

11:15 Question and Answer Session


15/29

a15a

Breakfast Menu

y Bagels and cream cheese

y Pastries

y Fruit salady Coffee and orange juice

To be ordered from Panera Bread through the Via Panera menu:

2 Bagel Packs: Will contain 26 bagels, 4 containers of cream cheese

Bagels: Cream Cheese:

10 plain 2 plain

5 cinnamon crunch 1 veggie

5 everything 1 honey walnut

5 blueberry

1 sesame

2 Large Fruit Bowls

Will serve 20 people

2 Morning Pastry Trays

Will contain 14 items

3 Morning Drink Containers

Will Include 2 coffee containers and 1 orange juice containerWill serve 24 - 36 people

*Call Panera Bread 24 hours prior to the event*

Local Panera Bread: (located in Burlington)

Panera Bread422 Huffman Mill RoadBurlington, NC 27215(336) 586-0222


16/29

a16a

How to Say It(Hand out to all participants and post online.)

Adapted from Susan Moran, Town of Cary

Instead of Try Because

Im not sure, but I thinkthe answer might be

Thats an excellent question. I am not sure at thismoment, but I will follow up with you as soon asI find out.

It is important to provide truthfulinformation. If you dont have thatinformation on hand, dont guess, butdont keep the media waiting. If youdont provide an answer as soon aspossible, the media will make up theirown. Walk a fine line between promptyet honest responses.

Personally, I think At Yep Roc we believe (key message here). The interview is being conductedbecause of your professional position,not who you are as an individual. At

work, you dont have/give personalopinions.

As part of my job, Idecided to

Our organization has decided to Most things in the organization happenas a result of a team effort. Also, you

want the power of all your coworkersstanding with you symbolically in yourresponse.


17/29

a17a

Frequently Asked Questions andAppropriate Answers

1. Question: What is the definition of Indie music?

Answer: Indie music is defined as music that is produced without the aid ofcorporate funding. It operates on the basis of giving music back to musiclovers. [To be verified by Yep Roc.]

2. Question: What standards do have when selecting bands?

Answer: We require a music sample and an interview with the band. Most of all, werequire bands to have a commitment to their fans. [To be verified by YepRoc.]

3. Question: What practices differentiate Yep Roc from other Indie music labels?

Answer: We do not take any corporate contributions, but our commitment to trueIndie music goes further than that. We have been on the forefront ofworking with our fans to make downloading an opportunity rather than aproblem. We have gone a step further than other Indie labels by continuingto look for ways to partner with our fans, rather than work against them.

Fast Facts about Yep Roc


18/29

a18a

1. Yep Roc is a music label for music lovers.

2. Yep Roc is an independent, international record label based in Haw River,

North Carolina.

3. Yep Roc was founded 1996.

4. Yep Roc is exclusively distributed through Redeye Distribution.

5. Yep Rocs co-owners are Glenn Dicker and Tor Hansen.

6. Yep Rocs Web site is yeproc.com.

7. Yep Roc currently has more than 100 artists under their label.


19/29

a19a

Fast Facts about Mercury Rev

1. Mercury Rev is an experimental rock band.

2. Band members include:

Jonathan Donahue Vocalist/acoustic guitar

Grasshopper Moth-light guitars, clarinet, tettix wave accumulator

JeffMercel Drums, piano, keyboards

Dave Fridmann Bass explore, telescope, knob twiddler

3. Mercury Rev was formed in Buffalo, New York in the late 1980s.

4. Mercury Rev opened for Bob Dylan at a show at Yale University.

5. Mercury Revs Web site is http://www.mercuryrev.com/.

6. Mercury Rev has released eight albums.

Yerself is Steam

Boces

See Youon the Other Side

Deserters Songs

All is Dream

The Secret Migration

Snowflake Midnight

StrangeAttractor

7. Lead singer Jonathan Donahue played guitar for the Flaming Lips.


20/29

a20a

*Print and laminate this sheet and distribute to all employees

Ordered List of ContactsBelow is an ordered list of employees tocontact first for media questions.

1. James Bailey National Publicity, Video Promotion2. Steve Gardner Label Manager

3. Emily Bass ProjectManager

To better inform the media about specific subject matter related to Yep Roc orour bands, below is a list of employees and their positions.

CourtneyMabeus Tour and Blog Publicity Jay Lewis AAA & Americana Radio PromotionHank Stockard College and Alt. Specialty Radio Promotion, Tour

Promotion, Special Events

Jay Lowe Indie RetailMarketing, Consumer AdvertisingEmily Bass ProjectManagerFergus Denham Head of International

Josh Wittman StrategicMarketing Director, Licensing Jim Logrando DigitalMarketingShanna Oskin Direct to ConsumerMarketing

Dave Jackson Production Manager

Michael Triplett Graphic Artist

Mike Greenspan Finance DirectorBilly Seawell Accounts Payable / Artist Statements Tommy Gibson Accounts Receivable


21/29

a21a

Media Education Initiative PowerPoint


22/29

a22a

Media Advisory

Dear Entertainment Editor,

Here at Yep Roc Records we are changing the way we do business. From now on, youll behearing that Yep Roc is Your Rock, but we want you to know that our actions back up ourwords. That tagline is just a verbal representation of our commitment to being 100 percentindependent to putting music where it belongs, back in the hands of the listeners, and thatincludes you, the music media.

Were doing everything we can to make our music personal and accessible to youand to musiclovers everywhere. Yep Roc has made a commitment to being a reliable source of informationabout the independent music industry its practices, products and its challenges.Here are threethings were doing to make your job easier:

1. Employee Recommendations of theMonth: a new web-feature that will high-light ouremployees favorite new artists, providing great story ideas

2. Employee Profiles: short bios of all of our employees to make them accessible to you andYep Roc customers

3. Meet the Band Passes: backstage passes provided at various shows that will make it easier forreporters and fans to get up close and personal with our bands

If you have any questions, please dont hesitate to contact us at 1-800-Rock. Even if its aquestion about the indie industry and not one of our bands, were happy to help. If we dont havethe answer, well find someone who does.

Remember that Yep Roc Records is your record label, committed to helping you to the verybest of our ability.

Sincerely,

James Bailey

YEP ROC RECORDS YEP ROC IS YOUR ROCK


23/29

a23a

Employee Profile and Picks


24/29

a24a

Identity Package


25/29

a25a

Making the Album Press Release


Release Date

FOR IMMEDIATE RELEASE

BASS, BEATS AND BRAINWAVES

NEW YORK CITY Mercury Rev has unveiled a new wave in the future of music. The rockband, which is part of Yep Roc record label, used an electroencephalograph, or EEG, to createmusic at a concert at the Stone Friday night. The EEG works by reading a participants brain

waves and then producing different sounds, tone, pitch and volume based on the firing of theparticipants neurons. The band then reacts to these changes that the EEG produces, playingmusic that is guaranteed to constantly change.

Lead singer Jonathan Donahue stated, The EEG has allowed our band to take music to the nextlevel. Weve entered a new frontier in music. It is really exciting.

This new, psychedelic method of music creation is in line with the Mercury Revs quirky musicalstyle. The band brought the EEG on their tour, which began Jan. 2, 2009.

Mercury Rev, an American experimental rock band, was formed in Buffalo, N.Y. in the late 1980s.It has produced eight albums and is currently signed with Yep Roc Records. Mercury Rev hasachieved domestic and international success with critically acclaimed albums such as Everlasting

Arm and Racing the Tide. For more information, please visit their Web site atwww.mercuryrev.com.

Yep Roc is an independent international record label, based in Haw River, N.C. As an independentmusic label, Yep Roc receives no corporate funding. Yep Roc currently represents more than100 artists from a wide variety of genres. For more information, visit Yep Roc's Web site atwww.yeproc.com.

###

PRESS RELEASE


26/29

a26a

Hometown Local-Angle Release


Release Date


MERCURY REV TO PLAY HOMETOWN CONCERT IN DECEMBER

BUFFALO, N.Y. Mercury Rev is coming home for the holidays. After achieving outstandingsuccess worldwide, Buffalos own Mercury Rev will play a hometown concert Dec. 20, 2008 at theSheas Performing Arts Center.

Decembers concert will showcase the bands new albums, Snowflake Midnightand StrangeAttractor, released in Sept. 2008. Lead singer Jonathan Donahue said, We are really excited aboutgetting back to our roots. Its really inspiring to come home to Buffalo and share our work in theplace where it all began.

The albums represent a new chapter in Mercury Revs history, combining synthetic beats withorchestral blowouts for an innovative and experimental sound. The Guardian gave SnowflakeMidnight five stars, saying Mercury Rev have made another masterpiece.

The concert will begin at 9 p.m. Tickets are available for $15 online at www.mercuryrev.com. Theywill also be available the day of the show for $20.

Mercury Rev, an American experimental rock band, was formed in Buffalo, N.Y. in the late 1980s.It has produced eight albums and is currently signed with Yep Roc Records. Mercury Rev hasachieved domestic and international success with critically acclaimed albums such as EverlastingArm and Racing the Tide. For more information, please visit their Web site atwww.mercuryrev.com.

Yep Roc is an independent international record label, based in Haw River, N.C. As an independentmusic label, Yep Roc receives no corporate funding. Yep Roc currently represents more than 100artists from a wide variety of genres. For more information, visit Yep Roc's Web site atwww.yeproc.com.

###

PRESS RELEASE


27/29

a27a

Best Practices Release


Release Date


MERCURY REV OFFERS FREE DOWNLOADS

CHAPEL HILL, N.C. To establish a stronger fan base for Mercury Rev, an experimental rockband, Yep Roc Records is offering fans free music downloads. Yep Roc is also hoping these freedownloads will attract interest to Mercury Revs latest album, Snowflake Midnight.

As part of the promotion, fans are directed toMercury Revs Web site, where the band is givingaway Snowflake Midnights companion album, Strange Attractor. After signing-up forMercuryRevs mailing list, fans receive a link to download Strange Attractor as a high-quality mp3. Thealbum can be played on any device.

The promotion will enable Mercury Rev to attract new fans and maintain old ones, while alsocollecting email addresses to announce tour dates, ticket sales and other news. Mercury Rev isconfident that fans will enjoy being a part of the album release.

Mercury Rev, an American experimental rock band, was formed in Buffalo, N.Y. in the late 1980s.It has produced eight albums and is currently signed with Yep Roc Records. Mercury Rev hasachieved domestic and international success with critically acclaimed albums such as EverlastingArm and Racing the Tide. For more information, please visit their Web site at

www.mercuryrev.com.Yep Roc is an independent international record label, based in Haw River, N.C. As an independentmusic label, Yep Roc receives no corporate funding. Yep Roc currently represents more than 100artists from a wide variety of genres. For more information, visit Yep Roc's Web site atwww.yeproc.com.

###

PRESS RELEASE


28/29

a28a

Local Band Recommendation Release


Release Date


YEP ROCS FAVORITE N.C. INDIE BANDS

HAW RIVER, N.C. Yep Roc Records, an independent music label located in Haw River, N.C.,has chosen its five favorite indie music bands across the state. Four of the bands are relativelyunknown artists, and one of the groups belongs to the Yep Roc label. All of them share a commoncommitment to producing innovative music that puts listeners ahead of the profit margin.

Band 1: {Provide background on the artist and why they are independent according to Yep Rocsstandards.}

Band 2:

Band 3:

Band 4:

Tres Chicas is a folk rock group from Raleigh that made its debut in 2004 with Sweetwater. Theywill return home to North Carolina to play at Progress EnergyMemorial Auditorium on Sat,March 28, 2009. The concert is part of a 10-city tour to promote Tres Chicas latest album, Bloom,Red, & The Ordinary Girl. With a new producer, Tres Chicas has worked to achieve a virtually

borderless Americana sound thats resonant with humanity, wisdom, heart and irresistible charm(Yep Roc).

Yep Roc is an independent international record label, based in Haw River, N.C. As an independentmusic label, Yep Roc receives no corporate funding. Yep Roc currently represents more than 100artists from a wide variety of genres. For more information, visit Yep Roc's Web site atwww.yeproc.com.

###

PRESS RELEASE


29/29

Meet the Band Passes

Passes to be 2 1/3" x 3 3/8"

Printed on Avery Adhesive Name Badge paper

$55.69 for 400 labels at Office Depot

finalcampaignprgroupedited

Documents