STEPPING STONE

RECORDING INITIATIVE
MASTER MARKETING PLAN
Launch Date: September 6, 2016
Website:
www.steppingstoneri.com

Prepared By: Kyle Bowers, Founder and CEO

bowers.kw21@gmail.com

Stepping Stone Recording Initiative

Launch Date: September 9, 2016
OVERVIEW
TheSteppingStoneRecordingInitiative(SSRI)isarecordingstudiothatwilltapintothe
talentpoolthatisthecollegestudentsofBoston.TheBostonareaishometomorethan
100differentcollegesanduniversities,equatingtomorethanaquarterofamillion
students.Manyofthesecollegesanduniversitiesalsospecializeinmusicandart.By
reachingouttothestudentsattheseestablishments,SteppingStonewouldbeableto
harness,produceandguideyoungartistsofthisnationtotheirdreamsofbeinga
recordingartist.Thefollowingmarketingplanwillprovidedetailspertaining to
distribution, retail, electronic media, promotion, press and publicity, internet marketing,
consumer promotions, and timeline.
Phase I (January- September 2016)
Goals
Reach 500 likes on Facebook within the first five months of advertising
Reach 500 followers on Twitter within the first five months of advertising
Have a radio commercial recorded and ready to be aired on all college, local, and
regional stations by beginning of March
Distribute advertising to local colleges, performance spots, bars, and restaurants
(posters, flyers, stickers, etc.) by beginning of March
Start recordings of contest winners over summer
Finish recordings of contest winners by launch
Key Points
Pool of artists interested in recording by end of May
Advertised on radio (local, college, regional) from March-September
Recordings ready by launch
Target Dates
March 1- Distribute all forms of physical advertisement to local colleges
March 8- Distribute all forms of physical advertisement to local performance
spots (bars, restaurants, theaters, etc.)
March 8- Air radio advertisement on local college radios stations
March 15- Expand radio ads to local alternative and pop stations
April 1- Start tabling advertising at local college performances
May 20- Have a pool of 20+ artists to record at commencement of fall semester
June 1- Start recording contest winners
September 1- Finish recordings of contest winners

Distribution
No distribution during Phase I
Promotion Timeline
April
o All advertisements sent out
o Run radio promotions to gain Facebook/Twitter following
First 20 likes/followers receive tour of studio and a day-in-the-life
experience
o Battle of Bands throughout whole month to sign one artist from each of
five schools to be recorded immediately after opening
Boston College
Boston University
Tufts University
Harvard University
Emerson College
April-May
o Table promotions at colleges and performance locations throughout city
T-shirt giveaways
Memorabilia giveaways
Info packets and brochures
Late-August September
o Promotion reboot for return of college population
Radio Ads on local and college stations
Posters around college campuses by August 14
Tables in quads at college opening days
Retail
No retail during Phase I
Electronic Media
Radio
o March 8, College Stations
WZBC 90.3- Boston College
WMFO 91.5- Tufts University
WHRB 95.3- Harvard University
WRBB 104.9- Northeastern University
WBUR 90.9- Boston University
o March 15, Local Stations
WBOS 92.9
WODS 103.3
WXKS 107.9
Internet

o February, Facebook and Twitter Account Creation

o February-May, Actively expand social media following
Studio Tour promotion
Offer free streaming service subscription for first six months for
first three hundred subscribers
o May-September, Leaks of pre-signed artists
Press and Publicity
March 15-25, College Radio Interviews About SSRI
March-May, College Newspaper and Magazine articles and advertisements
o The Berkeley Beacon, Emerson College
o The Daily Free Press, Boston University
o The Harvard Voice, Harvard University
o The Heights, Boston College
o The Huntington News, Northeastern University
o The Mass Media, University of Massachusetts Boston
o The Suffolk Journal, Suffolk University
o The Tufts Daily, Tufts University
o The Simmons Voice, Simmons College
May-September, Local Newspaper and Magazine articles and advertisements
o The Boston Globe (boston.com)
o The Boston Herald
o Boston Live Magazine
o Boston Review
o www.WhoFish.org
May-September, Local Radio Interviews About SSRI
Mid-August -September
o College Radio Interviews Round Two
o Table early college musical events
Consumer Promotions and Engagements
Contests
o Sponsor a Battle of the Bands at five schools (Boston College, Boston
University, Tufts University, Emerson College and Harvard University)
Winner from each school has opportunity to record over summer
free of charge
o First three hundred online streaming service subscribers get first six
months free
Tchotchkes / Swag
o Stickers, rubber bracelets distributed at tabling events
o Posters to be displayed at performance venues around the city and at
college performance centers
o Flyers to be distributed to local coffee shops, small restaurants, etc.

o T-shirt, sticker, and rubber bracelet giveaways at local college

performance events

PHASE II (September-December 2016)

Goals

Open up operations
Launch streaming service
Reach 300 subscribers for streaming service in first month
Develop an artist pool to continue work with

Key Points
Studio opens officially
Streaming service launched
At least 300 subscribers to online streaming service by December 31
Target Dates
September 5- Prepare for launch/grand opening
September 6- Open studio doors/have free tours available to college students
September 6- Streaming service launches with recordings of summer contest
winners
December 31- At least 300 online streaming service subscribers and growing
Distribution
Online Streaming service available to subscribers
o $3 a month
CDs available at online company store
o Prices vary depending on album
Contract with local cafs and college book stores to carry CDs
o Prices vary from album to album
Singles and albums available on iTunes
o $0.99 for a single
o Album price ranging depending on number of tracks
Albums available at local college shows and music stores (prices varying on
album)
Assorted merchandise (e.g. t-shirts, stickers, posters) available at local and college
shows as well as artist shirts available at respective schools
o T-shirts $10
o Stickers $1
o Posters $10-15 (varying on size)

Promotion Timeline
September
o Continue back to school advertising and promotions
o Upload sample recordings to social media pages
October
o Host Halloween party featuring music from signed artists
Advertise on campuses and through college radio stations
o Continue to upload recording samples to social media sites as well as
company website
o Upload videos of recording sessions to social media sites as well as
company website
November
o Update social media and company website with images and videos from
Halloween party
o Continue to update websites throughout month
o Start to advertise New Years deals towards end of month
December
o Holiday party contest
Contest winning school gets sponsored holiday themed party
o Further advertise all artists through social media, company website and
posters throughout city
o Continue to update websites about current happenings and sample clips
o Push New Years deals
Retail
Online Streaming service available to subscribers
o $3 a month
CDs available at online company store
o Prices vary depending on album
Contract with local cafs and college book stores to carry CDs
o Prices vary from album to album
Singles and albums available on iTunes
o $0.99 for a single
o Album price ranging depending on number of tracks
Albums available at local college shows and music stores (prices varying on
album)
Assorted merchandise (e.g. t-shirts, stickers, posters) available at local and college
shows, artist shirts available at respective school book stores, and in physical store
o T-shirts $10
o Stickers $1
o Posters $10-15 (varying on size)
Electronic Media

Radio
All- Continue to broadcast ads on college and local radio
All- Secure at least one interview a month for first three months at each of the
colleges listed above
Internet
September- Run promotion for rewards for recommendations to streaming service
All- Consistently update social media sites and company site with updates and
video/sound clips from sessions
November-December Advertise New Years deals and promotions through social
media and company website
Press and Publicity
September 6-10 - Run back to school campaigns
o Tabling in Quads
o College radio recording releases and interviews with signed artists
o Artists interview on local stations
October 10-31 Run ads for Halloween Party
o Local and college radio ads
o Posters around colleges and local college performance hot spots
November
o Post pictures, videos, and recordings from Halloween Party on social
media and company site
o Start running holiday specials towards end of month online
December
o Push holiday specials
Special pricing on select apparel and albums
Compilation holiday album
o Holiday party contest
Schools can compete to win a holiday themed party sponsored by
SSRI
Features signed artists and special performances by artists
from that school
o Offer new deals on recording for the New Year
Online and posters around city and campuses
Consumer Promotions and Engagements
September 6-10 - Back to school special releases and grand opening
o Tours of the studio
October 28 Halloween Party featuring signed artists for select college (contest
winner)
o Contest for school with most likes and follows on social media
December Special pricing for holiday season on entire inventory

December 10 Sponsor holiday party for contest winning school