the mashup complete overview package 2011

8/7/2019 THE MASHUP Complete Overview Package 2011

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THE MASHUPComplete OverviewPackage

Breaking Barriers Musically and Socially



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THE MASHUPABOUT THE MASHUP

The MASH UP aims to launch a movementthat will unify people to break barriers bothmusically and socially.

Young people of today are change makers,taking the reigns of the mediums they enjoymost- technology, music, fashion- andengaging with them in ways more personalthan ever before.

Utilizing these tools, the Mash Up will ignitea feeling of excitement, and utilize theinfluence of music to leverage action. !



OBJECTIVES

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THE MASHUP

• Create an event that features new talent creating aplatform for future icons within the music industry.

• Proceeds from ticket sales will be donated to theSomaly Mam Foundation towards the combat against

Human Trafficking.• Promote the message and initiatives of womenempowerment through our social sponsorHerAgenda.com.

• Raise awareness on the issue of Human Sex Trafficking in NYC and urge our attendees to petition

to vote.• Create change and awareness through a hybrid of entertainment and philanthropy transmitted throughthe power music. ! • To extend the brand of the Mash Up to leverage thedemand for an annual event and ignite a web

presence that serves as an ongoing extension of theevent.



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THE MASHUP Target Market Selection

Young men and women ages 21-34.

Being that we will have an alcoholsponsor this event has to be 21 plus

For our ongoing initiative incombating human trafficking throughwomen empowerment we will includethe target market of ages 12-20.



Target Market Selection:Demographics

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THE MASHUP

Demographics:

Men and Women ages 21-34

Race/Ethnicity: All races/ethnicities

Location: NYC

Income: No Income- $100,000+

Education: In college, BA, Masters+



Target Market:Psychographics

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THE MASHUP

• Young, high-energy, hip, and cool crowd

• Tech savvy and are the generation of social media includes:

-early adopters

-social media enthusiasts

-entrepreneurs

- influencers

-brands & corporations

• Forward thinkers, creative, independent, ambitious, movers

and shakers.

• This market enjoys travel, culture and embraces all genres of

music.

• Environmentally conscious and are concerned with social

issues.

• They value immediacy and convenience, and are known forchallenging the status quo, because growing up, they were

exposed to diverse points of view and many possibilities.

Inside the Mind of The Influencer: The Mash Up Crowd



Target Market Strategy

8

THE MASHUP

Our strategy focuses on using our

performers as the liaison between social

issues and music. Using the !FUN" factor

to create an interest within our selected

young and hip target market. Upon

launching The Mashup, we will stay in

regular contact with our customers via

numerous online methods, including socialmedia and email marketing. We will

engage our target market to make a

change through various interactive

methods.



Target Market Strategy:

Needs and Wants

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THE MASHUP

Very frequently, this market talks to each other

about developing strategies and creating

technology to make the world a safer and better

place. They also participate in online forums

and discussion groups to gather tips and other

information to help them understand the ever so

changing world around them.

They enjoy being rewarded and appreciated for

their ideas/progress. We intend to incorporate a

contest through Facebook in which the winner

will be able to show their video the day of The

Mashup, in addition to being highlighted on our Twitter page. This will give the winner

worldwide "bragging rights."



Communications Strategy

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THE MASHUP

• Leverage social media and word of mouth for the

vast majority of our marketing using platforms such

as Twitter, Facebook.

• Make announcements via regular tweets and

updates to our fan page on Facebook.

• The newsworthy component of our event also makes

it enticing for traditional media.

• Direct email marketing list which will be handled by

our media sponsor.



Integrated Communications Strategy:

Online Marketing Channels

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THE MASHUP

Social Media campaignthrough Facebook and

Twitter.

Online Radio Spots

Create short video “documentary-style” videos to directly connectwith audience and gain instant

feedback

Create online forums todirectly engage with our

target market

Post event news and updates on prominent

music blogs.



Integrated CommunicationsStrategy: Offline Marketing

Channels

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THE MASHUP

Radio: Radio spots on

influential radio station withinour target demographic

Print: Press releases will besent out to print publicationswithin our target market that

highlight music.

Coverage on local TVnetworks and websites with

potential to go national.



Social Impact

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THE MASHUP

Creating achange withinthe community

for a universalimpact

Using music asa liaison

between youthand change

Deter Sextraffickingthrough

education andawareness

Motivateaudience to be

leaders

CreateUnderstandingof social issueswith a focus of

NYC

Exposingcultural

stereotypes

Enablinginvolvement of various

ethnicities andchanges tocombat a

common cause



Social Impact

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THE MASHUP

Creating achange withinthe community

for a universalimpact

Pushingattendees to

petition to voteagainst Human

Trafficking

YOU are apartof the fight to

abolish modernday slavery

Createconfidencewithin thecommunity

Starting a socialand culturalmovement

Becoming thevoice to expressthe importance

of womanempowerment

Saving the youthby protectingtheir mothers

(providers) andeducating their

peers.

the mashup complete overview package 2011

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