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Black History Month At the Crossroads of Freedom and Equality: The Emancipation Proclamation and the March on Washington (Insert Advertiser & Radio Station) (Insert date of meeting) Presented by: Insert your name and title INSERT RADIO STATION LOGO(S) Source: 2013 Black History Theme from the Association of the Study of African American Life and History
Agenda Power of the African American Market Radio is relevant Insight based ideas
African-American Market Overview African-American consumers now represent almost 14% of the U.S. population (or 43MM people.) –African-Americans represent the majority (89%) of the Black US population. –Nearly half of the African-American population is younger than 30 (Black Millennials). Source: Black America Today study, Black Still Matters in Marketing by Pepper Miller
African-American Market Overview When asked which term they prefer to describe themselves: –44% prefer Black –43% prefer African-American –11% do not care Source: Black America Today study, Black Still Matters in Marketing by Pepper Miller
African-American Market Overview 2012 Buying Power: $1Trillion By 2015 the African American buying power is estimated to gain 35%, and hitting $1.2 Trillion, up from $913 billion in Source: Nielsen 2011 State of the African American Consumer
African-Americans embody a unique history, experience and cultural behavior: –73% of African-Americans age agree that their roots and heritage are more important to them now vs. five years ago. –83% agree that being part of the African-American community is extremely important to them. –Across all African-American generational segments, affinity for ethnic identity is strong. Nearly three-quarters of Millennials are equally as proud of their ethnicity as older age groups. African-American Market Overview Sources: Burrell: Project 40, Yahoo Ethnodynamics: Marketing to African Americans.
African-American Market Overview Driving Pop-Culture: –73% of Whites and 67% of Hispanics believe African-Americans influence mainstream American culture. –Advertisers consistently stress that to engage the African-American audience, you must be culturally relevant and authentic. –Because of the effect African-Americans have on pop-culture, many advertisers develop general market strategies based on African-American insights. Sources: 2012 Nielsen African-American Consumers: Still Vital, Still Growing Advertising Age Supplement.
Leveraging Radio to help Advertisers join the celebration of Black History Month Insight Based Ideas
Insight #1 It has been well noted that Africans in America used music in their labor, sorrow, communication and resistance against slavery. Even though African- American music has evolved through various eras and styles, the powerful melodic lines and the rhythm remains prominent and influential. The imprint that African-Americans have made in music is significant and has influenced virtually every format heard on the radio today – from Gospel to Jazz to R&B to Rock & Roll, Country, Disco/Dance, Hip Hop and more. Influence of African-Americans on Mainstream American Music Source: Arthur Powell Miller African Centered Academy. The Music of Black Americans: A History. Eileen Southern
Idea: Behind the Music A Celebration of Black Historys influence on Todays Music Radio station and Advertiser X partner to celebrate African- American life in music and Radio. Station will create a unique, multi-dimensional program that aims to applaud the culture that has influenced the quality audio entertainment that is heard on the Radio, at concerts, in churches, in schools, on the street and about town today.
Behind the Music A Celebration of Black Historys influence on Todays Music Radio station will create and produce a vignettes series that highlights the outstanding achievements of Black music makers who have shaped the way listeners of all ages and demographics experience the music they love today. Each :60 vignette will be sponsored by Advertiser X, include a local DJ introduction and rotate in prime day parts Monday – Friday, 6am-7pm on the station. Music makers and their achievements will specifically call-out the influence they had on the format and songs that are currently played on the station.
Behind the Music A Celebration of Black Historys influence on Todays Music For example: –Rock format station: Focus on the Rhythm & Blues style of African-American originated music featuring artists such as Ma Rainey, Chuck Berry, Big Joe Turner, Jimmy Reed, Little Richie and others who captivated audiences and laid the groundwork for what is now known as Rock & Roll. –Oldies/AC: Might focus on the influence that an artist such as Aretha Franklin brought by bringing gospel into pop-culture. –A series on Motown – the company founded by Berry Gordy that produced music for young America. –Hip Hop: A focus on the importance of expressing opinion through lyrics – could include Marvin Gaye speaking out against the Vietnam War and racial injustice in America through song (Whats Going On) or Commons passion for putting an end to inner-city violence.
Behind the Music A Celebration of Black Historys Influence on Todays Music Each vignette can be followed by a set of songs that are inspired by the history featured in the piece. Play set will be sponsored exclusively by Advertiser X with :30 or :60 spots bookending the programming content and interstitial messaging between songs (:05s, :10s) In addition, the DJ that introduces each vignette will call-out to listeners and ask them to submit their stories and their music with a description of how Black history has influenced them.
Behind the Music A Celebration of Black Historys Influence on Todays Music Submissions from local choirs, up and coming/emerging artists, songwriters among others will all have the chance to make history by becoming the next pop-culture icon to be inspired by Black music. Station will create an Advertiser X branded Behind the Music promotional page on its website that will be linked from the home page and Advertiser X website where listeners can: –Submit their stories and clips of performances. –Listen to the entire series of vignettes as well as additional detail, photos and video –Listen, view and vote on listeners stories and performances Radio station and Advertiser X will review all submissions and select the best ones to be featured on the Radio station both on-air and in-streams.
Behind the Music A Celebration of Black Historys Influence on Todays Music Program extensions may include: Radio station can create an audio product (CD, download, etc.) of the entire Behind the Music Vignettes series that could potentially be sold exclusively by Advertiser X with % of proceeds going to a local charity or music related organization. (*Pending rights/licenses) In-market/On-premise Behind the Music concert events, jazz fests, local gospel choir competitions and appearances at Advertiser X locations.
Insight #2 Marketers celebrate diversity 365 days a year. Coming as it does in February, Black History Month presents the first opportunity of the calendar year to demonstrate that commitment. Black History Month is an annual launch and a time to reflect, celebrate and raise consumer awareness of the many current and historical achievements made by African-Americans and the central role they have played and will continue to play in U.S. history. Black History Month. Just the Beginning.
Idea: Leaders & Legends Radio station and Advertiser X partner to shine a spotlight on the many current and historical achievements made by African-Americans. Each day, during Black History Month, we will educate, enlighten and enthrall listeners by sharing the true meaning of legendary leadership by example.
Leaders & Legends Radio station will create a new segment or feature entitled Leaders & Legends sponsored exclusively by Advertiser X. Throughout the month of February, each day, the Leaders & Legends profiled will be those individuals who have made their mark in Black History by successfully demonstrating leadership, steering change, standing up for their principles and making profound contributions for the better of all people. The Leaders & Legends segment/feature may continue throughout the year with emphasis on Leaders & Legends from all categories (National, International, Local, Politics, Business, Arts, etc.)
Leaders & Legends Example of a Leaders & Legends feature presented by Advertiser X: He's still the most recognizable man on earth. And over forty years after he burst onto the scene as a gold-medal winner at the 1960 Rome Olympics, Muhammad Ali remains a legendary figure, known and loved throughout the world. Born on January 17, 1942 in Louisville, Kentucky, Muhammad Ali (aka Cassius Clay) is best known as a boxer, Olympic Champion, Humanitarian and Activist. Ali defeated every top heavyweight boxer in his era and was named "Fighter of the Year" by 'Ring' magazine. As a boxer, Muhammad Ali brought unprecedented speed and grace to his sport, while his charm and wit changed forever what the public expected a champion to be. His accomplishments in the ring are the stuff of legends – two fights with Sonny Liston, where he proclaimed himself "The Greatest" and proved he was; three epic wars with Joe Frazier; the stunning victory over George Foreman in the Rumble in the Jungle; and dethroning Leon Spinks to become heavyweight champion for an unprecedented third time. But there was always far more to Muhammad than what took place in a boxing ring. If you really want to be enthralled, go to radiostation.com and understand why The Greatest is an understatement and see all the other Leaders & Legends who make their mark during Black History Month and every day. Leaders & Legends, Presented by Advertiser X. Feature followed by a :60 Advertiser X spot.
Leaders & Legends Example of a Leaders & Legends feature presented by Advertiser X: Rosa Parks was an African-American civil rights activist whom the U.S. Congress called "the first lady of civil rights", and "the mother of the freedom movement. On December 1, 1955, in Montgomery Alabama, Parks refused to obey a bus drivers order that she give up her seat in the colored section to a white passenger after the white section was filled. Parks' act of defiance and the Montgomery Bus Boycott became important symbols of the modern Civil rights movement. She became an international icon of resistance to racial segregation. Parks received national recognition, including the NAACP's 1979 Spingarn Medal, the Presidential Medal of Freedom, the Congressional Gold Medal, and a posthumous statue in the United States Capitol's National Statuary Hall. Upon her death in 2005, she was the first woman and second non-U.S. government official to lie in honor at the Capitol Rotunda. Feature followed by a :60 Advertiser X spot. Source: Wikipedia.com
Leaders & Legends Example of a Leaders & Legends feature presented by Advertiser X:: Dr. Maya Angelou is one of the most renowned and influential voices of our time. Hailed as a global renaissance woman, Dr. Angelou is a celebrated poet, memoirist, novelist, educator, dramatist, producer, actress, historian, filmmaker, and civil rights activist. Born on April 4th, 1928, in St. Louis, Missouri, Dr. Angelou was raised in St. Louis and Stamps, Arkansas. In Stamps, Dr. Angelou experienced the brutality of racial discrimination, but she also absorbed the unshakable faith and values of traditional African-American family, community, and culture. She is often quoted as saying "Hold fast to your dreams, for without them life is a broken winged bird that cannot fly. She lives her dream and inspires others to do so every single day. Go to radiostation.com and indulge in the work of Dr. Maya Angelou and other Leaders & Legends who make their mark during Black History Month and every day. Leaders & Legends, Presented by Advertiser X. Feature followed by a :60 Advertiser X spot.
Leaders & Legends A new Leaders & Legends feature will be introduced each day during Black History month and air during 3 fixed positions time slots over the course of each day. All features will be streamed and available via podcast on the radio station website and can be made available on the Advertiser X website as well. :60 Advertiser X spots immediately precede and follow each feature.
Leaders & Legends To help the schools in the community be inspired by the leaders and legends of Black History, Radio and Advertiser X will make the features downloadable for classroom presentation. Radio station and Advertiser X will host a contest for those participating schools for students to nominate Leaders & Legends from their own, local world. In order to enter the contest, students are required to write a nomination essay as to how this person has demonstrated legendary leadership.
Leaders & Legends All essays are reviewed by school faculty, Advertiser X and Radio station and posted on the station, school and Advertiser X websites. On-air shout outs to all nominated Leaders & Legends will be made by station talent. The top 5 Leaders & Legends essays as judged by the school, Advertiser X and Radio station will win a TBD enrichment scholarship or similar prize package.
Insight #3 American popular culture is one of the most valuable exports to the world and for decades African-Americans have been the pivotal influencers on it. Pop-Culture
Idea: Top 28 There is so much rich history to be consumed during Black History Month. In the spirit of sound bites and Radios equity in countdown programming, together Radio station and Advertiser X partner to present a 28 day countdown of the Top 28 Pop Culture Icons and Iconic Events in Black History.
Top 28 Each day during Black History Month will be devoted to the individuals or times in history that made it on to the Top 28 Pop Culture Moments countdown. Examples of individuals and events that may be included are: –Barack Obama –Rosa Parks –Sydney Poitier –Michael Jackson/The Jackson Five –Denzel Washington –Halle Berry –The Jeffersons –Will Smith –The Cosby Show –Soul Train –Michael Jordon –Muhammad Ali
Top 28 Every day will include top of the hour Advertiser X sound bites of trivia related to the iconic individual or event that reinforces their contribution to pop-culture. –Example: Its 10am on Day 22 of our Top 28 Black History Month Pop Culture countdown brought to you by Advertiser X. #22 is Bill Cosby and the Cosby Show. Did you know…… Check back with us for the 11am sound bite on the Cosby Show and log-on to radiostation.com to play the Pop Culture in Black History trivia contest brought to you by Advertiser X. Each sound bite is followed by an Advertiser X commercial.
Top 28 Pop Culture in Black History trivia contest will be housed on the station site and promoted on-air alongside the 28 Day countdown messaging. Questions in the trivia contest will not be exclusive to the Top 28 featured on air in an effort to convey and raise awareness of the breadth and depth that exists in Black History and its influence on pop culture. Examples of questions include: –What was the first black newspaper? –Who was the first black astronaut to walk in space? –Who was the first African American Supreme court justice? –When and where did Martin Luther King Jr. make his I Have a Dream speech. –How many times did Jesse Jackson run for the US Presidency? –Who was the first black woman Senator? –Who was the first black actor to win an Oscar? –Who was the first black artist to win a Grammy?
Top 28 To further extend the Top 28 program into the schools, radio station and Advertiser X present an opportunity to participate in a Top 28 t-shirt design contest. –Design entries will focus on African-American contributions to local and national community pop-culture. –Designs will be judged by the Radio station and Advertiser X representatives. –The winners school will be recognized on-air, Radio station will produce the t-shirts and distribute at Radio hosted events and at Advertiser X locations. –All students at the winning school will receive a t-shirt.
Next Steps Gain feedback on ideas. Station to revise based on feedback and propose schedules and costs. Plan activation timeline including commercial creative and station produced spots (if required). Discuss how campaign success will be measured. Launch campaign.