STRATEGIC PLAN AUGUST – DECEMBER 2016

ALLI STYRON ASHLEY PANNKUK

ERICA KUNTZ MADELEINE HATLEY

SHAINA HELLER SHAMEERA BAJWI

FALL 2016

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TABLE OF CONTENTS

I. Project Situation a. Further Research ................................................................. 2 b. Communication Analysis ................................................... 3

II. Goals & Objectives ................................................................. 4 III. Target Audience ..................................................................... 4 IV. Strategy .................................................................................... 5 V. Messages

a. Quotes ................................................................................. 6 b. Imagery ............................................................................... 7

VI. Channels .................................................................................. 8 VII. Video Production Process ...................................................... 9 VIII. Logistics

a. Timeline ................................................................................ 10 b. Resources & Measuring ..................................................... 11

IX. Appendix a. Appendix A ......................................................................... 12 b. Appendix B .......................................................................... 13 c. Appendix C

i. Behind the scenes of “The Live Music Capital of the World” ......................................................................... 14

ii. I Ran to See Keeper’s Official Music Proclamation 15 iii. Live Music Isn’t Dead ................................................ 16

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Project Situation

FURTHER RESEARCH INTERVIEWS

During our meetings with Simone Wilson, music program specialist, and Stephanie Bergara, program coordinator, we learned exactly how much the Division helps local artists. In December of 2014, the Division sent out a survey asking artists what they were struggling with in Austin. The majority said that they have trouble making money. After this, the Division enacted a Revenue Development Platform which provided musicians with expert level insight on various aspects of the industry including merchandise sales, establishing a music business, licensing music, collecting royalties, branding, marketing, public relations and establishing a social media presence. As a strong resource and support system for musicians, they could not do it without support from Austin music-lovers.

DEMOGRAPHIC RESEARCH & SURVEY RESULTS

We conducted a survey among 110 university students that serve as a sample of a population that would make up a large proportion of our target audience. The good news was that when students think of Austin music they think of local, however close to the same amount think of festivals with a little less that think night-life. Only 13 percent think expensive, but this is still a common misconception. According to a Goldman Sachs study, as a part of the Millennial generation, they care immensely about fun experiences. Of those surveyed 86 percent are willing to follow ATX Music on social media for updates. So, awareness of ATX Music is the issue. How should we reach them? According to a recent Mintel report, the iGeneration, is most influenced by technology and social media. Furthermore, research shows that iGens enjoy music/music-related posts in their social media feeds.

Mission The City's Music and Entertainment Division is an economic development accelerator and centralized resource center for Austin’s music industry. It serves as an active partner for Austin’s citizens, community groups, and neighborhoods. The Music and Entertainment Division is highly engaged in developing and executing initiatives that propel industry growth and infrastructure by focusing on job creation, talent export, trade development and revenue.

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PROJECT SITUATION

COMMUNICATION ANALYSIS

Strengths - Quantity and quality of social

media content is strong, once someone does follow them they are receiving up to date information on the Austin music scene along with information on local bands

- Facebook is a good mix of events, announcements and fun shares

- Utilizing the new Twitter function that allows you to retweet old tweets users might have not had the chance to see

Weaknesses - Although there is great content

and visuals on the social media channels there is not yet a substantial following

- Shares on Facebook and Retweets on Twitter are low

- A google search of ATX Music returns Austin’s Government website

- Having the same information from their main website atxmusic.org on the Austin government’s website takes away the traffic from the fun and illustrative website that has the Twitter feed, event info and more useful information

- Missing Instagram, a popular social media channel

Opportunities - Music is a universal love that is

common among all types of lifestyles, allowing a broad audience to be reached

- Social media channels have the potential to grow and become popular. 86 percent of students surveyed said they would follow ATX Music on social media if it means receiving up to date information the Austin music scene.

- There are a plethora of venues and people searching for and going to music shows almost constantly in Austin

- Creating an Instagram to reach more of our Target audience

Threats - If people want to know what

music is out there social media and google are their top sources for information.

- On Facebook If the video does not quickly receive the viewership it needs or likes and shares stops, it can quickly lose its relevance and disappear off timelines

- Twitter is chronologically ordered, unless retweeted a tweet will not reappear on someone’s timeline. So, as time goes on it is less and less likely to be seen.

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GOALS AND OBJECTIVES

WHAT DO WE WANT To create a sense of duty among Austinites to go out and actively support local musicians, by creating awareness and sparking conversation about the local live music scene through a local viral video.

WHAT DO WE NEED TO DO:

- In person o Increase venue attendance by 10%

- Facebook o Increase ATX Music page likes by over 100 to reach more timelines

two weeks before video share o Increase weekly post reach and page views by 25% each week

after video share o Video shared more than 100 times by Austinites and local Austin

pages - Twitter

o Increase tweet impressions by 50% over the first month after the video is tweeted.

o Video retweeted more than 100 times by Austinites and local Austin pages and over 10 mentions and replies to the video

- Instagram o Over 2,000 views of Instagram cut video

TARGET AUDIENCE Austinites who enjoy participating in city life and acquainting themselves with local bars, scenes, and attractions are our target audience. The target is not conclusive; however, it consists optimally of people ages 21 and older. Adults who love to share and discover on social media would be targeted by our video. The lifestyle target is broad; it ranges from local students, to young professionals; parents with date-night dreams, all the way to the old Willie Nelson empty-nesters. If they are looking for the Austin music experience, our video will speak to them. The target geographic region includes the Austin metropolitan area and surrounding suburbs and zip codes. Image source: iStock photos

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STRATEGY

HOW WILL WE DO IT SHOWCASE THE REAL AUSTIN

- Austin is known as the Live Music Capital of the World. In order to keep this popular saying true, we have included numerous clips that exhibit the numerous kinds of music that Austin has to offer. Adding in clips of the fun and lively atmospheres will encourage viewers to want to get out there and experience the fun themselves.

- Displaying the local music venues and smaller events in our video gives authentic insight into the Austin music scene. Taking away the connotation of large concerts as the only way to experience live music will take away any stigma of expenses.

- Feature local bands in video and mention them in promotion, encourage bands to share on their own social media to increase video viewership and create excitement from their fans to be spread to others.

AUSTIN CARES, SO WILL THE AUSTINITES

- Obtaining and adding quotes/footage from interviews that shows how much the city of Austin already cares and supports its musicians. Almost three-quarters (74.3%) of students surveyed said learning more about the initiatives Austin has for its own musicians inclines them to support local artists as well.

- The video will be a call to action for adults to get involved in and contribute to the unique music scene that Austin has to offer, so that local musicians can continue to gain revenue.

- Include a strong video and audio clip of the band Keeper being honored while Mayor Adler declares October 6, 2016 “their day.” to show how much local musicians mean to the community.

- Release the video around information about the 2017 Revenue Development Program

SOCIAL MEDIA TECHNIQUES

- Pin video to the top of the Facebook and Twitter pages so it is one of the first thing a visitor sees on the site

- Continue to utilize the retweet your own tweet function on Twitter to remain relevant on user’s timelines

- Create a short Instagram fit video that when liked by users can become a part of the “Explore” page

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MESSAGES IN WHAT WAYS WILL WE DO IT QUOTES

Highlighting how the division helps musicians, making Austin the Live Music Capital of the

World and how Austin’s support is appreciated

Highlighting how great and extensive the Austin’s local music scene is

It’s not about the night-life, it is so much more than that. It has expanded far beyond Sixth Street, far beyond the Austin 360 Amphitheater. The X-Games and the United States Grand Prix come here because the music is appealing, because we support culture.

The musicians have jobs this weekend, they have gigs and that’s all we can really ask for. The interest and the support for music, whether it be the willingness to want to kind of just get out there and do it, really continues to keep Austin the Live Music Capital of the world.

The City of Austin’s Music and Entertainment Division is in the business of jobs, growth and revenue for musicians and for the music industry professionals who live here.

Everyone has a story about Austin and it usually has to do with music.

We are constantly on a mission to diversify and bring in all kinds of different talent, we’ve had everything from a string quartet to a tap dancing group.

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MESSAGES

IN WHAT WAYS WILL WE DO IT IMAGERY

Scenes of day shows featuring bands like Migrant Kids and clips

of historical music icons, including the names Willie Nelson and Janis Joplin who have contributed to

the music scene will remind young adults Austin is more than the

night life and Sixth Street

Visually explain what a “proclamation” include a strong video and audio clip of the band

Keeper being honored while major Adler declares October 6, 2016 “their day.” The band’s emotional response shows how much this means to local

musicians in the community

Image source: ATX Music Office Facebook Migrant Kids performing at Average Joe’s Bar on a Saturday afternoon, November 12. Image

source: Migrant Kids Facebook Showcase the diversity of talent Austin has to offer that shows

anyone can find what they are looking for, with various clips of

different types of music

Image source: Twitter @willienelson, jampol artist management Image source: Riders Against Storms Facebook

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CHANNELS

WHERE WILL WE REACH THEM

ATX MUSIC ON SOCIAL MEDIA

Our goal is to have our video go viral to spread awareness. It should appear on the most popular social media platforms of our target audience, Facebook, Twitter and Instagram. In addition to our own social media channels, aim to have our videos shared by popular Austin Guides. Possibly a direct mention or message would suffice as way to request they share.

- Do512: An event site for users to explore what is happening around Austin with information as specific as day to day. Over 100,000 likes on Facebook

- Austin 360: Similar to Do512 except not limited to events, includes everyday things to do. Over 219,000 likes on Facebook

OTHER CHANNELS

Have the video embedded in the City of Austin and Entertainment Music Division homepage.

For an in-person approach, ATX Music can utilize City Council meetings to show the video before proclamations. Since the video mentions other initiatives, people who are there in support of musicians already would be interested in checking out the website for more information.

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VIDEO PRODUCTION PROCESS BEGINNING TO END We started filming from the first meeting with Simone. We recorded the audio footage of Simone explaining the basics of what Austin’s Music and Entertainment Division does and how they help local musicians. Our filming that we used in the video began at City Hall, with the band Keeper’s official music proclamation. We filmed the band performing a song and the mayor proclaiming it was their day. Afterwards, we took footage of the band but did not end up using this in the final product. We just used their performance and the announcement.

Our next meeting was with Stephanie Bergara, program coordinator and with Simone Wilson, music program specialist. We did about a 20-minute interview with Stephanie where she explained minor details of funding, venues and programs that help local artists such as HAMM. We also interviewed Simone after where she gave a really good explanation of what music means to her that we used in our video that we presented to the class. However, we did not include this in our final video because it would have been over the time limit.

For music venue filming, we went to local bars and music venues such as the Parish, Mohawk, Tellers, Waterloo Records, Dirty Dog Bar and ACL Live. We were able to obtain lots of footage from local bands with their permission via Facebook and also from Madeleine’s brother’s band. We messaged bands such as Riders Against the Storm, Meat Puppets and Bright Light Social Hour to get permission to use footage from their shows. The other bands featured are all uncopyrighted footage found from YouTube (Creative Commons).

In addition to music venues, we drove around Austin and filmed outdoor scenes to add to the scenery of Austin. A lot of this was not used in the final edit since we believed it took away from the central message which is about local artists. However, we were able to get some really neat footage of a man playing guitar on South Congress and talked to him about what we were doing. He was familiar with the Music and Entertainment Division and that he loved how they helped and supported struggling, local artists.

After all the footage was gathered, Madeleine took the most vital pieces from the interview and edited them so that the central message was how Austin Music and Entertainment Division helps local artists and how supporting local artists will keep Austin’s title as the “Live Music Capital of the World.”

If we could go back, we would shoot more interview footage with Stephanie that was a bit slower. Her voice sounds incredibly fast at times so we paired it with an upbeat song to distract from this. We also used clips that go along with the pace of the video. We would also have gotten some interviews with bands in how the Division helped them with making money to help them stay in Austin.

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LOGISTICS TIMELINE

December M T W T F S S

1

2 3 4 5 Reach 100 more likes on Facebook = 100 more timelines

6 Release video on Social media! With announcement or preview of 2017 plan, Embed on website

7 8

9 Reach out to other popular Austin social media channels that could share, and the artists if they have not already

10 11 12 13 Measure weekly page views, post reach and impressions

14 15

16 17 Retweet video to reappear on timelines

18 19 Release more information about 2017 add link to website and video

20 Measure weekly page views, post reach and impressions

21 22

23 24 25 26 27 Measure weekly page views, post reach and impressions

28 29

30 31 1 2 3 Check monthly goals!

Measure weekly, page views, post reach and impressions and Instagram

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LOGISTICS

RESOURCES & MEASURING Online

We will need Simone’s help with social media to make sure this reaches the Austin community and our target audience to promote the Division and local artists. We will also need other people to help promote the video, whether it be sharing on social media or it be placed on the Division’s website online. Since we do not have access to these, it is vital that we have people like Simone and Stephanie helping us.

Austin Music and Entertainment Division can evaluate the effectiveness of our video by observing the number of views, shares, likes and retweets on social media. Both Facebook and Twitter offer Insights and Analytics pages that will allow one to measure post reach, impressions and page views. These tools will automatically compare the results to the previous weeks results and display the percentage increase week by week.

In - person

A way to measure in-person success would be measuring attendance to local venues specifically ones mentioned in the video like Continental Club. As well as venues where bands mentioned in the video are playing. This is also something that we would need help in measuring.

Image source: Michael Fracasso, listen2mysmile.com

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Appendix A SURVEY RESULTS Question 1

When you think of the Austin music scene what do you think of? Check all that apply.

Question 2

Would you follow ATX Music on social media if it meant up to date information on the Austin music scene?

Question 3

Austin helps its musicians in multiple ways! Including health insurance, music for of the world. Does knowing how much the city of Austin cares about its music scene make you more inclined to support local music as well?

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Appendix B

EXCERPTS Adler announces minibond plan to save music venues

“I am excited about the possibilities that winning the Neighborly Bonds Challenge offers us. This is not a taxpayer bailout. Instead, this provides our community a way out of a problem that has hurt us deeply for generations. We have already lost clubs we will never get back, such as the Armadillo World Headquarters and Liberty Lunch, places where the Austin became the city we love today. We cannot lose these music venues without losing something that is vital to our identity and to our soul. Austin won’t be the Live Music Capital of the World if we keep losing music venues. Now, thanks to Neighborly, we have a way to do something about it,” said Mayor Adler, who envisions using Neighborly’s expertise, skill, and technology to crowdsource a $10 million investment vehicle that can create permanent affordability for music venues. “This is a creative solution for the creative class.”

Link: http://www.mayoradler.com/adler-announces-crowdsourcing-plan-to-save-music-venues/

Adler’s communications director quote

Jason Stanford, tells Billboard. “We have an affordability crisis, and that is hitting the local music industry very hard. We’re a boom town and we need to figure out how do we boom, and not blow up, the local music industry and arts sector?”

Link: http://www.billboard.com/articles/business/6898173/austin-mayor-plan-music-jobs-back

Use

These excerpts of information could be used to show the support musicians need and are receiving, lends a hand to the call to action approach we are requesting from Austinites.

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Appendix C

ADVOCACY STORIES

Behind the scenes of “The Live Music Capital of the World”

By Alli Styron, Student Volunteer from The University of Texas at Austin Photo Source: Stubbs Waller Creek Amphitheatre is a popular barbecue restaurant doubling as a live music venue frequented by local Austinites.

Austin is widely considered to be “the live music capitol of the world” and has been for decades. Before working on this Non-Profit strategic plan and video project, I had assumed that the abundance of live music was due to Austin being a heavily populated and unique city with quirky qualities that set it apart from its neighboring towns. While those characteristics remain true, I have discovered an entirely new background to all of the people and resources that make the city of Austin the popular music scene that it is today.

Through interviews and research, my eyes have been opened to the tremendous hard work that the City of Austin’s Music and Entertainment Division provides. As a Stan Richards School of Advertising and Public Relations student volunteer creating a video for a class project in Public Relations Techniques, I have had the opportunity to truly see all of the effort that happens behind the music scenes.

The City of Austin’s Music and Entertainment Division does far more than assisting with well-known events such as the annual Austin City Limits festival. The Division also dedicates time to furthering the entertainment industry in Austin by recruiting both small and big talent to perform. Through numerous interviews I have seen first-hand the passion that each team member of the Entertainment Division embodies. They have fostered strong relationships with music business operators and regularly assist live music venues, all of which allow the music industry in Austin to flourish. Without the City of Austin’s Music and Entertainment Division, Austinites wouldn’t have the luxury of the unique live music that stands as a defining characteristic of the city we know and love today.

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Appendix C Continued

I Ran to See Keeper’s Official Music Proclamation

By Madeleine Hatley, Student Volunteer from The University of Texas at Austin

It’s five o’clock on a weekday and I am stuck in traffic with my group member, Shaina, on the way to film the band Keeper’s official music proclamation at City Hall. After passing two wrecks, I was beginning to think I would miss the proclamation and have to find another way to include this portion of what Austin Music and Entertainment Division does. I made a spur-of-the-moment decision to jump out of the car and walk. It was a fantastic decision.

I hurried into City Hall as fast as I could, only to have someone point me in the wrong direction of where the Proclamation was happening. Eventually, I found

the room and walked slowly in to find “Keeper” performing one of their hit songs. The three girls had phenomenal voices and the music immediately soothed me from running ten blocks. I was able to film their proclamation just in time.

Afterwards, I met with Simone Wilson, Austin Music and Entertainment Division’s Music Program Specialist as

well as the band. The girls were the most down-to-earth people you could meet. They expressed their gratitude for the Division and how without them, they would never be where they are.

Working with the City of Austin Music and Entertainment Division has opened my eyes to why Austin is the “Live Music Capitol of the World.” The Division works as the mediator between artists and venues and also helps accelerate the growth of the music and entertainment industry infrastructure by focusing on job creation, talent export, trade development, and industry revenue growth.

A major goal of Austin Music and Entertainment Division is to keep Austin the Live Music Capitol of the World. They are working towards their goal by promoting local artists like Keeper to younger crowds to get them to attend live shows. The Division helps artists get on their feet and stay there. With the help of festivals such as Austin City Limits, they are given the opportunity to perform in front of massive crowds and get their name out there.

Austin Music and Entertainment Division has shown me the dedication it takes to be an artist in Austin. Local bands and artists work incredibly hard to get as far as Keeper has, but the Division makes their job a little bit easier.

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Appendix C Continued

Live Music Isn’t Dead By Erica Kuntz, Student Volunteer from The University of Texas at Austin

When I first moved to Austin three years ago, I heard many locals boast that Austin is “The Live Music Capital of the World.” I would smile and take note of the splendid fact, but was always a bit skeptical of this seemingly self-proclaimed slogan. I thought it was merely a catchy marketing gimmick to lure tourists into the city for overpriced music festivals and overpriced beer. I even mocked it, as I was convinced live music was dying. Little did I know, the city’s famous catchphrase would take on a deeper meaning for me after visiting the City of Austin’s Music and Entertainment Division.

When you first think of live music in Austin, you don’t immediately think of government, do you? Me either. When assigned a nonprofit for a video project in Public Relations Techniques, a class in the Stan Richards School of Advertising and Public Relations at The University of Texas at Austin, I had a difficult time visualizing the connection between a government agency and entertainment. I imagined the connection like going out for drinks at a dive bar with the president; it just seemed unusual and out of place.

However, after speaking with the city’s music program coordinator, Stephanie Bergara, I began to realize just how integral the city government’s role is in the local entertainment industry. The department does more than push through paperwork for city permits. Bergara explained that the city helps create jobs for local talent, promote live music venues, and even lend monetary support for struggling musicians. Without this government agency safeguarding the local music scene, Austin would no longer be able to boast about being “The Live Music Capitol of the World.”

After seeing the excitement in Bergara’s eyes and listening to her unparalleled enthusiasm for the government program, my skepticism of Austin’s iconic mantra quickly faded. Bergara inspired me to take action in protecting the sacred city motto by attending more live music events. Even though I am not

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yet 21 years old, there are still many local venues that encourage my attendance such as Cedar Street Courtyard.

I now eagerly await my next free weekend so I can enjoy the live music scene that the city is deeply proud of. The live music scene is not dead, especially in Austin. In fact, live music is alive and thriving in the city thanks to the Austin Music and Entertainment Division.

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Thank you for

working with us!