Case Study - Recording Academy, Chicago
Unique programming, local angles and recording artists
The Recording Academy is best known for its GRAMMY awards, however, regional chapters like the one in Chicago, promoted opportunities for students and musicians in the region through education, behind the scenes, training and networking. Few in the area, especially media, were aware of these programs to promote music education and careers.
The Chapter represents music professionals from Chicago, Cleveland, Detroit, Kansas City, and Minneapolis as well as other prominent areas across the Midwest region.
Challenges
As a not-for-profit the organization had a limited budget to increase awareness of the Chapter in the Chicago area, as well as in its other Midwest member markets.
Opportunities
Lots of educational and high-profile events with popular recording artists from the Midwest, and beyond, help to attract media attention.
Strategy
Grow awareness of, and position, the Chicago Chapter of The Recording Academy as the expert in music in the Chicagoland area, and the Midwest, as well as its advocacy for education. Support and promote its programs and events, and build relationships with media.
Campaign
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Act as media contact for the Chapter and work with the National office to secure media stories, interviews and event coverage for the Chicago Chapter.
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Assisted in writing press releases and event media alerts
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Work with regional media and provide information, interviews with GRAMMY nominees from the region
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Heavy focus on pitching media to achieve broadcast and print stories, event and program coverage
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Support and communicate the national messages of the organization
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Introduce the executive director to local media by setting up lunches and coffee meetings; expert positioning
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Coordinate and manage media, red carpet and celebrity interviews for the Honors events: Kanye West, Common, Les Paul, Chaka Khan
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Generate interest from publications on the Chapter as a whole
Results
Through our efforts, over two years, many of the artists from the Midwest, as well as the Chapter's events and programs, received a large number of interviews and press coverage. Most notable, the Chapter's Honors event highlighted the contributions to music by Chaka Khan, Les Paul, Common, Kanye West, Cheap Trick, and others. Cascade managed red carpet media and pre-event interviews. NBC5 Chicago aired a feature story on the Academy's "Soundcheck" program with area students and GRAMMY-nominated James Blunt. We also built a stronger relationship between regional music media and the Chapter.
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More than 30 media in four markets
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Multiple stories in Chicago media
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High profile expert feature
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Managed more than 25 media - traditional and nontraditional - on-site at multiple celebrity events
