Before we start planning the print and web elements of this promotional package. We need to be clear and understand about the mission statement for our whole campaign. For our integrated marketing campaign we needed to ask ourselves these questions for each section:

Who is our Audience?  Who they are (demographics)

• Who they are (demographics)
• What other media they consume and participate in.
• What their values attitudes and beliefs (ideology / psychographics)

A Call to Action

• How do we want the audience to engage with our star / album
• How will they invest time and money in our star / album

Who are the competition?

• Three similar bands / artists.
• What are the trends in album designs of similar stars / bands?
• What does their website look like?

Your USP (Unique Selling Point)

• Is our star already established or trying to establish a new presence in the market?
• What is our star image & how are we trying to innovate / develop that image?
  • Are we mixing up elements of different genres?
  • Are we trying to re-brand your star?
  • Are we emphasising the ordinary or extraordinary?
    • Remember according to Dyer meta narratives include both.

Your Mission Statement.

• Include an agreed mission statement that includes the central idea that will unify our brand.
  • This will include ideas represented in our music video, but must also bring in a wider range of ideas that we will develop as we make a 3D Moodboard.

We thought more holistically about the album and created an integrated advertising campaign below: