Corporate Campaign Presentation By : Blaise Meyer, Ryan Garn, and Emily Gong
History of Apple Inc. Apple Inc.
Apple’s Involvement In Music
Situational Analysis
SWOT Analysis Of Apple Music Strengths Weakness ● Cross-platform compatibility ● Slow subscription growth ● Cross-promotion on iOS ● Customers do not actually own the ● 3 month free trial music that they are streaming ● Family Plan: $14.99 ● Late to streaming subscription ● Large existing audience trend ● Library of 30M songs ● Features: Beats1 Radio
SWOT Analysis Of Apple Music Opportunities Threats ● Exclusive collaborations and ● Mature market content (audio & video) ● Changing customer presence ● Existing relationship with social ● Competitors media companies ○ Spotify ○ Amazon ○ Extra services opportunities ○ Google Play x YouTube ○ Online marketing ○ Tidal ● Innovation ● International expansion
Background Situation Analysis and Economic Issue 30 million subscribers 60 million subscribers
Role of Apple’s Technology
Business Goal and Underlying Plan Our Goal is to realign Apple as the leader in the music industry. We plan to accomplish this through putting us in music and putting music back in us . In other words, by putting Apple physically in Los Angeles, the heart of the music industry, we are literally realigning Apple with Music. We will further accomplish this through establishing an Apple Music office on Sunset Blvd. in Los Angeles, CA.
Campaign Idea It is imperative that we move an office to Los Angeles seeing as this is not only the heart of the music industry, but moreover is the main place with its pulse on the current state and future direction of music consumption. For Apple to effectively reinstate itself as a pioneer in the realm of music, we must take strategic steps to integrate themselves into the growing landscape of music. Simply understanding the music world is much different than being an active entity in the ongoing changes, henceforth illuminating the necessity to move the center of Los Angeles.
Communications Objectives 1. Increase Apple Music subscriptions by 20% by 2018 Q4 2. Maintain user engagement on Apple Music by 25% 3. Secure more than 85% positive media coverage regarding Apple Music and ITunes 4. Develop thought leadership around key executives and the company’s innovative culture, positioning Apple as a pioneer that ushers in a new and improved method of music streaming
Target Audiences and Key Messages Target Audiences Key Messages 1. Investors and Shareholders 1. The original music provider 2. Businesswire and PR Newswire 2. Going back to our roots, music 3. Consumers 3. Realign Apple as the leader of the 4. Apple Music subscribers music industry 5. Reconnecting with iTunes Music 4. Putting us back in music and, users music back in us
Communications Strategies ● Tailored messages for shareholders and investors ● Secure media coverage (BusinessWire, Billboard, Blogs) ● Speak with consumers to ain iTunes and Apple Music subscription insights ● Utilize the the newly established LA office to connect with artists and established music executives ● Explaining the plan to employees ● Reasserting Apple’s presence in music consumption through tactics aimed at diverse audience
Public Relations Tactics: Rationale, Implementation and Evaluation
About Press Release Tactic: Sending out Press Release to BusinessWire and PR NewsWire Sending out Press Release to top 100 investors/companies newsrooms or PR/news/media teams
Integration of Apple Music into KEYNOTE PRESENTATION
Inside the Pod
Los Angeles Apple Music Rooftop Concert Series
Los Angeles Apple Music Store Live Shows
Timeline LA Office Grand Evaluation Survey Tease Opening Opening February 2020 June 2018 February 2019 Initial Evaluation Announce Apple Orchard Apple Keynote Survey Opening Midnight Party at Presentation February 2018 November 2018 Coachella September 2019 April 2019
Sources ● https://qph.ec.quoracdn.net/main-qimg-ce0d0b34818970c13c8d2647edbdf976 ● https://image.freepik.com/free-icon/apple-logo_318-40184.jpg ● https://www.musicbusinessworldwide.com/this-photo-says-a-lot-about-apples-ambitions-in-the-music-business/ ● http://prsay.prsa.org/2011/12/02/key-message-development-building-a-foundation-for-effective-communications/ ● https://techcrunch.com/2015/06/08/no-sound-investment/ ● http://www.businessinsider.com/apple-music-could-still-struggle-to-catch-spotify-2017-10 ● https://www.forbes.com/sites/bobbyowsinski/2017/09/16/spotify-apple-music/#4129509170b5 ● https://surfingsound.wordpress.com/2016/01/24/apple-music-swot-analysis/ ● https://musicstreamingblog.wordpress.com/2017/05/23/apple-music-vs-spotify-swot-analysis/ ● https://www.mbaskool.com/brandguide/media-and-entertainment/1184-itunes.html ● http://www.orangesmile.com/extreme/img/main/gateway-arch-elevator_2.jpg
THANK YOU
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