SOCIAL MEDIA: THE

PITCH

A presentation by:Sandeep Virk

Mary-Margaret CourtneyLuis Eduardo Castillo Guillen

Jiahui Ye

Goal: Become the leading music competition for youth in Canada.

“We want to create a premier platform to engage young

Canadians to be innovative and to be excited about arts,

entertainment and music.”Management Team

About

SEPT. - MARCH 2016Marketing and

advertising campaigning begins

SEPT. – DEC. 2015High school students from

across Canada can submit their music videos at cymc.ca.

SEPT. – DEC. 2015High school students from

across Canada can submit their music videos at cymc.ca.

FEB. 2016Top three finalist

groups/individuals are selected through combination of CYMC

team and ratings by fans online.

MARCH 2016Finalists arrive in Calgary,

AlbertaWinner is determined at CYMC

Finalist Event a week prior to the 2016 Junos

Winner performs at 2016 Junos! 

Event Details

Event Benefits

Entertainment Value

Tourism

Promotes Young Talent

Increases Confidence

Level

Target Audiences

Participating Schools

Music Lovers High School Students

100+ High Schools throughout Canada

CYMC

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Audience Segments

Brand AwarenessExclusivity & Goodwill

Increase Sales Educate & Build Relationships

Promote Canadian culture (arts and entertainment), tourism and

businesses Cross Promotion

Social Media Exposure

Sponsorship Benefits

Music Corporations

Food & Beverages Industry

Telecommunications

Financial Institutions

Transportation Services

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CYMC

CYMC: Sponsors

VIA Rail Canada

Junos

CTV

Music

Canada

Corus EntertainmentHMV

Tim

HortonsYamahaYamaha

To provide an accessible platform for high school students (solo artists, bands, singers) across Canada to showcase their artistic skills and get the opportunity to be awarded for their contribution to CYMC.

Become the leading music competition in Canada due to its uniqueness, its reach and its purpose to create an

environment of global inclusion.

CYMC Goals

To create partnerships with organizations, businesses and communities across Canada in order to build strong networks and connections that share similar objectives with CYMC.

.

Measurable Target Objectives

To promote the creativity, quality and the inviting culture of CYMC to the Canadian youth through social media campaigns by

March 2016. .

Differentiate itself from the competition in the

music industry and gain a positive socio-cultural

reputation by providing a unique online experience from September 2015 to

March 2016.

Increase gross sales and brand awareness of

CYMC’s sponsors (5) by a combined 5% over the span of 2 years through

various marketing initiatives.

To establish top-of-the-mind awareness as a unique and engaging

music competition through a total of 1000

online impressions (Facebook, Youtube,

Instagram, Twitter, etc.).

♪

To receive 300 video submissions by high

school students from all across Canada in

CYMC’s first year.

Strategy

Strategy:To increase and engage

social media involvement, in relation to the Canadian Music Youth Competition, of high school students

and community members across

Canada.

Hashtag(s): #CYMC#CYMCTop10#CYMCTop3#CYMC2016

Twitter

Facebook Website

Instagram

Eventbrite

Blogging

YouTube

What are some Digital Marketing and Social

Media Tools?

Pre-Event During Event Post-Event

Create a CYMC Event Page Facebook Ads:

Event (join/attend option), “Multi-Product” (slide

show images of finalists)

Create a photo album tagging attendees,

sponsors, organizations, etc.

Contests: Submit video of original

song/cover to win a chance to perform at

JUNOs & recording contract

Make participants “superstars” – photos, links and bios of CYMC

finalists

Testimonials from winner/finalist, event day attendees, music lovers,

sponsors, etc.

Facebook Ads: Domain (traffic to CYMC website), Page Post Link (Images with options to

like, comment and share)

Post pictures, videos and quotes

Thank staff, volunteers, sponsors, organizations, &

attendees.

Build buzz for next year’s event.

Facebook

Facebook

YouTube

• Speakers, Sponsors

• Live-Streaming

• Playlists:• Video Submissions• Testimonials• Behind-the-Scenes• Giving Back• How-to’s

(singing/instrument lessons)

Pre-Event During Event Post-Event

Follow and like similar accounts

(JUNOs, MuchMusic, MTV, potential sponsors, etc.)

Post 15 second videos of finalists

Continue to use CYMC hash tags and

post relevant and engaging content.

Behind-the-scenes of event day and CYMC, various

music-related posts, etc.

Get featured on the Instagram Explore Tab to gain more

followers/awareness

Highlight user-generated content

from CYMC fans and participants.

Post consistently (at least once a day)

Instagram

Instagram

Website

Pre-Event During Event Post-Event

Find and follow most influential and relevant

followers.

Tweet blogs and interesting articles with

eye-catching images (finalists, feature high

schools across Canada).

Share images and videos (visual content) of pre, during and post-

event coverage.

Connect with other digital and social media

platforms.

Tweet engagements: Encourage users to

retweet, answer questions and provide

opinions.

Thank staff, volunteers, sponsors,

organizations, & attendees.

Build buzz for next year’s event.

Contests: Give free tickets away for final

event (retweet, favourite, follow, etc.)

Be responsive to feedback and criticism from followers and Twitter users.

Twitter

Twitter

Eventbrite

Blogging-Blog Series: Top 10

finalists -Interviews/Q&A-Industry News

Pre and Post-Survey: Facebook1.Online Poll

2.Attendee Satisfaction3.Fun Surveys

Digital Media Tools

Thank You!