Emma’s ImaginationMarketing Campaign

New Star Persona: USP

Fairy Lights: Feminie, dream like atmosphere, hopeful dreaming

Countryside/ folk and ethereal, simple and laidback, lazy Sunday afternoons.

Ethereal and natural surroundings- Similar to Florence and the Machine.

Style: Simple light make up, pretty and feminine colours and patterns e.g lace and floral dresses. Varies from loose floating dresses for dreamy effect or tight fitting for sex appeal.

Primary Audience• Late female teens (17-19) and females

early to late twenties (20-29). • They consume media such as Facebook,

Myspace, Youtube and listen to radio stations such as Radio 1 and Xfm. They would also read music magazines such as NME and watch more independent music acts live (i.e in bars).

• Listen to similar artist such as Ellie Goulding, Laura Marling and Emmy the Great.

• The ethnicity of this target audience would primarily be white.

Secondary Audience

• Females in early 30’s to early 40’s. (30-40)

• Different ethnic backgrounds (i.e black, asain etc)

• They would be an active audience and seek new indie folk music via gigs and bars, as well as the primary audience.

Publicity• In order to raise her profile she

could do • lots of gigs (at bars and clubs

such as Camden’s KoKo) and go on tour after ‘Must be the music’ show has finished. Eg playing at Shepherd’s Bush Empire is well known to play for upcoming and well known. Playing gigs in London can also appeal to the secondary audience as it is multicultural city.

• advertise through synergy with products such as spot creams by using their soundtrack in the background ( appealing to late teen market such as Freederm) and the latest phones ( such as Blackberrysagain appealing to teen and 20’s market)

Advertising • In order to advertise her music we

should have a television advert of her new single/ album. This should be on channels, MTV Rocks and channel 4 (4 music) as they have television programmes that come on which may appeal to her primary audience.

Ads on indie radio stations such as XFM and indie pop radio which can also help promote her music and Radio One.

Websites such as twitter and MySpace should be made for her present fans to access information on her. This will also allow others to find out about her and strengthen fan base.

Promotion• Set up competitions for

example, to win a pair of gig tickets by offering fans to design a single cover for her latest single, while the first ten runner ups would also win signed CD.

• Also creating merchandise such as bag and t-shirts to sell before and after the artist’s gig. This can also be linked to Emma’s Imagination website and items can be sold from online.