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Executive Staff Allison Fisher, Project Manager Jacob Osborne, Research Director

Executive Staff Allison Fisher, Project Manager Jacob Osborne, Research Director Thomas Jones, Creative Director Jennifer Claud, Production Manager Julia Alexander, Media Planner. Operation: Rehabilitation of the Music Nation. Industry Overview. 40 billion dollars made in music sales

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Executive Staff Allison Fisher, Project Manager Jacob Osborne, Research Director

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  1. Executive Staff Allison Fisher, Project Manager Jacob Osborne, Research Director Thomas Jones, Creative Director Jennifer Claud, Production Manager Julia Alexander, Media Planner

  2. Operation: Rehabilitation of the Music Nation

  3. Industry Overview • 40 billion dollars made in music sales • downloaded music = 1.3% in 2003 • Future of downloading music • RIAA (Recording Industry Association of America)

  4. Company Overview • 2001 Napster shut-down. • 2003 Roxio announced Napster 2. • Napster’s Back campaign building awareness and dissociating itself from the old image. • Napster has several competitors but is holding their own.

  5. The Competition

  6. Target Market • 19-23 year olds • 92% of this bracket have used a music downloading service.

  7. Campaign Objectives • Change attitudes about paying for music downloads • Increase the awareness levels about the new phase of Napster and what the company has to offer them • Increase Napster’s sales by 25% in 2005 as a result of the accomplishing the two objectives mentioned above.

  8. Media Strategy Print Media TV Media

  9. Media Buy • Television networks • Pulsing patterns for the 5 stations • Magazines • Pulsing patterns for the 4 magazines

  10. Campaign Evaluation • Administer survey • Compare the total sales of 2004 with the annual sales report at the end of this year and campaign.

  11. Sponsors Onsite Promotions Educational Video POP Display Track Pack Buying Incentives Marketing Strategies

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