amplifier

brief

method

results

The Client: The Junction, Cambridge

Product Overview

Amplifier is a groundbreaking contemporary music project based in Suffolk, aimed at young people aged 11-25.

It offers a coherent programme of over 700 workshops, seminars and events, harnessing the energy and creativity of an estimated 5,000 young people who want to pursue a career in the music industry Funded and managed by a partnership of Arts Council and local authority arts officers.

The Campaign objectives

The promotion of "Amplifier," throughout the target area. Primary focus was to encourage young Suffolk residents to participate in a programme of music education workshops.

The Campaign Duration – 3 years

Strategy & Targeting

Conducting extensive research and drawing upon our own experience, N8tiveMedia examined the unique way in which young people responded to information. Concluding that their preferred mediums of delivery were the Internet, printed material and word-of-mouth we structured our subsequent campaign accordingly.

We recruited young role models who occupied a variety of positions within the music industry to assist in the promotional campaign. Their imagery and background details were used on all promotional material, the message they conveyed to the target audience being "We are doing this, so can you."

The Method

N8tiveMedia are keen supporters of local live music so we immediately felt an affinity with this project. Initially we identified the specific places where young people congregated and socialised before implementing our poster campaign in order to most effectively address the target audience. The distribution of distinctive flyers which could be passed around social groups reinforced word of mouth awareness of the project. A branded colour supplement was produced in conjunction with a popular listings magazine and an extensive PR campaign saw the project featured heavily in the local media.

A database driven website made the important workshop timetables accessible and easy to update. Participants were encouraged to use the site not only to share experiences but also as a means of actively promoting their own events.

Subscribers to an email news service were regularly notified of all events and workshops.

Media Utilised

Branding, Posters, Flyers, Event Guides, Website, Email, SEO, Public Relations, Launch Events.

Database & Relationship Marketing: Email database formulated from website subscribers using N8tiveMail online email management tool.

The Results

Over 5,000 young people in Suffolk signed up to attend a music industry related workshop. Over 2,000 unique visits to the website per month. The completion of an accredited programme, with approximately 65 young people passing their NVQs per term, the majority with merits or distinctions.