Mesmerizing a Culture
Katryna Bell
Carolina Benedetti
Nancy Howe
1
Table of Contents

Executive Summary (3-4)

Planning
o Industry Background (5-6)

Industry Users
o Brand Situation (7)

SWOT Analysis (8)

Key Publics (9-17)
o Primary Research (18)

Survey (19-21)

Sample Survey Responses (22-23)
o Goal (24)





Objective One (25)

Strategies

Tactics
Objective Two (26)

Strategies

Tactics
Objective Three (27)

Strategies

Tactics
Objective Four (28)

Strategies

Tactics
Implementation
o Advisory Calendar (29-32)
o Events Calendar (32-34)
o Editorial Calendar (34-38)

Evaluation
o Evaluation Plan (39)
o Stewardship Plan (40)
2
Executive Summary
Mesmerizing a Culture is a documentary, directed by Hunter Hughes, separated
from many other music documentaries. The primary focus, of this documentary, involves
the community and culture surrounding EDM music festivals, rather than holding a focus
on the musical styles themselves. Hughes hopes to create a community interested in the
film with the help of social media.
We decided to target college-aged individuals (18-25) in the city of Atlanta. We
researched the Atlanta area narrowing it down to the zip codes of five universities:
Georgia State University, Georgia Institute of Technology, Emory University, University
of Georgia and Agnes Scott College. We created a survey to find out how music and
documentaries influence a person’s lifestyle. We found the demographics,
psychographics and techno graphics for the key publics.
Due to the lack of budget, we decided to only use aspects of social media. These
involve social networking sites such as Facebook, Twitter, Instagram and a personal
webpage.
We found the strengths of Mesmerizing a Culture to be its already existing fan
base, and its focus on the culture with in EDM music festivals rather than the music itself.
However, the weaknesses are its pre-existing competition with music festival
documentaries, and its gear mainly being towards the Millennial Generation.
The goal of our campaign is to create a knowledgeable community, interested in
Mesmerizing a Culture, by increasing social interaction with present and potential fans.
We created four objectives. First, we plan to increase number of likes on Facebook by
college-aged individuals by 40 percent of 609 likes as of November 2013 by December
31, 2014. We plan to become more visible on Facebook through the creation of an
editorial calendar, as an organizational tool, to help determine what and when to post on
each day of the week. We will engage, intrigue, integrate and inform followers, with the
creation and implementation of hashtags and contests with non-monetary gains. We plan
to measure the success by using Facebook’s Page Insights.
Second, we plan to increase the number of followers on Twitter, by college-aged
individuals, by 100 percent of 7 followers as of November 2013 by December 31,2014.
We plan to become more visible on Twitter through the creation of an editorial calendar,
3
as an organizational tool, to help determine what and when to post on each day of the
week. We will engage, intrigue, integrate and inform followers with the creation and
implementation of hashtags and contests. We plan to measure the success by using online
websites such as Hashtracking and Social Mention.
Third, we plan to increase number of followers on Instagram, by college-aged
individuals, by 70 percent of 291 followers as of November 2013 by December 31, 2014.
We have created an editorial calendar, as an organizational tool, to help determine what
and when to post on each day of the week. We also plan to connect all social media
accounts so there are multiple ways to access the pages.
Fourth, we will create a personal webpage for Mesmerizing a Culture. The page
will have information about the documentary, a biography about the director and contact
information for viewers looking to get involved.
There are four parts in the stewardship plan provided. The first part, reciprocity, is
a way of showing gratitude to those who helped the documentary’s campaign succeed.
Responsibility falls under part two. In this section the purpose is to ensure that Hughes
keeps any promises made to Mesmerizing a Culture’s fan base. Under part three,
reporting, we have devised a plan to keep the fan base informed about developments
related to opportunities or problems, with documentary. The most important section falls
under part four, relationship nurturing. In this section we have provided a plan in which
Hughes can continue to nurture the relationship with Mesmerizing a Culture’s fan base,
as a means of maintaining a positive standing with them.
4
Industry Background
Music festivals are festivals created and focused around a specific genre of music.
Most festivals are outside, with multiple stages in which different artist perform, lasting
one to four days. Festivals that last a duration of more than one to two days are typically
camping events where those attending can choose to stay on sight.
There are two typical styles of music festivals: corporate and non-corporate.
Corporate festivals are sponsored and promoted, by well-known brands that advertise
throughout the duration of the festival period. Typically non-corporate festivals are
annual festivals that have created and maintained a capital, directly through the sales of
previous festivals.
Mesmerizing a Culture is a documentary focused on the community and culture
created by non-corporate music festivals, typically focused on electronic music, also
known as EDM. The focus of the documentary is to introduce the audience to the people,
from around the world, attracted to the festivals, and the environment they create and
maintain amongst themselves.
Users
Event ticketing company Evenbright polled 1,109 people and found the following:

61% of EDM fans plan to attend more EMD events next year

% of EDM fans that share on social media about an even before, during
and after attending

o
67% Before
o
41% During
o
6%3 After
73% of EDM fans say that seeing friends post on social media about an
even makes them want to attend more

Primary ways EDM fans hear about events
o
67% Social Media
5

o
46% Online
o
42% TV/Radio
o
23% Print
53% of EDM fans would pay to see their favorite artist perform live in a
streaming concert

1/3 of EDM fans started going to EDM events before they started listening
to electronic music regularly

EDM fans take an average of 25 photos per show

38% of EDM fans said the promoter is very important when deciding
whether to attend an event

52% of EDM fans bought tickets on their smart phone

71% of EDM fans listen to music on their smart phone

64% of EDM fans look for information about music events on their smart
phone

56% of EDM fans look for information on artists/performers on their
smart phone
6
Brand Situation
Mesmerizing a Culture is currently competing with a few music festival documentaries.

Can You Feel It? is a documentary that focuses on Ultra Music Festival. It
goes behind the electronic music movement through the eyes of the festivals’ DJs.
The film and soundtrack are already on-sale on iTunes.

Made In America is a documentary on Showtime that goes behind the
scenes of the making of Jay Z’s Made in America festival. The film follows the
artists as they prepare to play their sets and perspective from security guards,
crewmembers, promoters and food vendors.

Tweed River Music Festival is a documentary about the Tweed River
Music Festival. It explores people’s love for rock music. The film features artist
interviews, live performances and the attendee’s experience.

Bonnaroo Soopergroop is a series documentary on YouTube about four
bands that had never met, and collaborated for a 60 minute set as Bonnaroo
Soopergroup. The series explores each of the bands and how they pulled off the
collaboration at the music festival.
The positive is only one of the films focus on an EDM event. Can You Feel It? focuses
on Ultra Music Festival, but does not go in depth about the culture of the music festival,
or the people who attend. People will be interested in watching the film but it will not
hurt Mesmerizing a Culture because the final product is different.
7
SWOT Analysis
Strengths
o
Has a dedicated fan base.
o
Unlike other music documentaries, “Mesmerizing the Culture” focuses on
the culture of the festival rather than just the music.
o
Has an established hash tag for social media sites.
o
Already has over 600 likes on Facebook.
o
Focuses more on local music festivals rather than corporate festivals.
Weaknesses
o
Competition from other music documentaries.
o
Geared only towards the Millennial Generation.
o
Social media followers are at a standstill.
Opportunities
o
A variety of music festivals every year.
o
Having social media as an outlet to fans, especially with the Millennial
Generation.
o
Branching away from corporate music festivals.
o
Many media outlets available to stream movies.
o
Competitors: Larger music festivals with a larger crowd.
o
Finding different varieties of music festivals.
Threats
8
Key Publics
Mesmerizing a Culture’s key publics are college-aged individuals. (18-25)

Geographics for Mesmerizing a Culture are the city of Atlanta and the zip codes
of the following colleges and universities.
o Georgia State University (30303)
o Georgia Tech University (30349)
o Emory University (30329)
o University of Georgia (30609)
o Agnes Scott College (30030)

The following demographics were found by calculating an average using
Zipskinny.com
o Gender Average
 Males: 52.9 percent
 Females: 47.1 percent
o Race Average
 White—37.92 percent
 Black—47.2 percent
 Asian—2.44 percent
 Hispanic/Latino—10.54 percent
 Multi-Racial—1.42 percent
 Other--.25 percent

The following psychographics were found using Claritas My Best Segments
o
Georgia State University (30303)

Urban Achievers

Lower Mid Younger Mostly with out kids

Young singles, couples and families that are typically college-
educated and ethnically diverse

About one-third are foreign-born

Diversity is White, Black, Asian Hispanic and mixed
9

Lifestyle and Media Traits
o
Shop at Fed Ex
o
Read comic books
o
Read New Yorker
o
Watch Soccer
o
Drive a Toyota Yaris

Employment Level: White collar, mix

Homeownership: renter

Age: under 35

Bohemiam Mix

Upper Mid Middle Age Family Mix

A collection of mobile urbanites

Liberal lifestyle

Ethnically diverse: White, Black, Asian, Hispanic and Mixed

Progressive mix of young singles, couples and families ranging
from students to professionals.

o
Lifestyle and Media Traits
o
Shop at The Gap
o
Watch foreign movies
o
Read GQ
o
Watch Boxeo Telemundo
o
Drive Audi S4

Age: under 55

Homeownership: renter

Employment level: white collar, mix
Georgia Institute of Technology (30363): See Figure 2

Urban Achievers

Lower Mid Younger Mostly with out kids

Young singles, couples and families that are typically college-
educated and ethnically diverse
10

About one-third are foreign-born

Diversity is White, Black, Asian Hispanic and mixed

Lifestyle and Media Traits
o
Shop at Fed Ex
o
Read comic books
o
Read New Yorker
o
Watch Soccer
o
Drive a Toyota Yaris

Employment Level: White collar, mix

Homeownership: renter

Age: under 35

Bohemiam Mix

Upper Mid Middle Age Family Mix

A collection of mobile urbanites

Liberal lifestyle

Ethnically diverse: White, Black, Asian, Hispanic and Mixed

Progressive mix of young singles, couples and families ranging
from students to professionals.

Lifestyle and Media Traits
o
Shop at The Gap
o
Watch foreign movies
o
Read GQ
o
Watch Boxeo Telemundo
o
Drive Audi S4

Age: under 55

Homeownership: renter

Employment level: white collar, mix

Young Digerati

Tech-Savvy

Live in fashionably neighborhoods on the urban fringe
11

Affluent, Highly educated and ethincally mixed

Lifestyle and Media Traits
o
Shop at Bloomingdale’s
o
Travel to Asia
o
Read Dwell
o
Watch Independent Film Channel
o
Drive Audi A3
o
Shop at clothing boutiques
o
Dine at casual restaurants and all types of bars (juice to
coffee to microbrew)
o

Age ranges: 25-44

Homeownership: Mix, Renters

Employment levels: Management

Ethnic Diversity White, Asian, Hispanic and Mix
Emory University (30329): See Figure 3

Boomtown Singles

Lower Mid Middle Age without kids

Live in affordable housing

Single and working class

Have active lifestyles

Seen in bars, convenience stores and Laundromats

Lifestyle and Media Traits
o
Shot at Target Pharmacy
o
Listen to self-improvement audio
o
Read Black Enterprise
o
Watch FX network
o
Drive a Kia Forte

Age ranges: Under 55

Homeownership: Mix, Renters

Employment Levels: White Collar, Service and Mix
12


Ethnic Diversy: White, Black, Asian, Hispanic and Mix
City Startups

Low Income Middle Age without Kids

One of the youngest segments in America with ten times as many
college students as the national average

Young to middle-aged

Multi-ethnic singles

Live in cheap apartments

Go to cafes, bars, Laundromats and clubs that cater to twenty
somethings

Lifestyle and Media Traits
o
Shop at Express
o
Vacation at casinos
o
Read PC gamer
o
Watch Talk shows
o
Lease vehicle

Age ranges: Under 55

Homeownership: Renters

Employment Level: White collar, Service and Mix

Ethnic Diversity: White, Black Hispanic and Mix

Young Influentials

Midscale younger with out kids

Young, middle-class singles and couples

Preoccupied with balancing work and leisure pursuits

Like going to ball fields, health clubs and casual-dining restaurants

Lifestyle and Media Traits
o
Shop at Best Buy
o
Play racquetball
o
Read Details
o
Watch American Dad
13
o
Drive a Mitsubishi Eclipse

Age ranges: Under 35

Homeownership: Renters

Employment Levels: White Collar, Service and Mix

Ethnic Diversity: White, Black, Asian, Hispanic and Mix

Up and Comers

Upper Mid Younger without Kids

Younger, upper-midscale singles

Like athletic activities, the latest technology and nightlife
entertainment

o
Lifestyle and Media Traits
o
Order from priceline.com
o
Travel to South America
o
Read Cigar Aficionado
o
Watch South Park
o
Nissan Altima Hybrid

Age ranges: 25-44

Homeownership: Mix and Owners

Employment Levels: White collar, Service and Mix

Ethnic diversity: White, Black, Asian, Hispanic and Mix
Agnes Scott College (30030): See Figure 4

Young Influential

Midscale younger with out kids

Young, middle-class singles and couples

Preoccupied with balancing work and leisure pursuits

Like going to ball fields, health clubs and casual-dining restaurants

Lifestyle and Media Traits
o
Shop at Best Buy
o
Play racquetball
o
Read Details
14
o
o
Watch American Dad
o
Drive a Mitsubishi Eclipse

Age ranges: Under 35

Homeownership: Renters

Employment Levels: White Collar, Service and Mix

Ethnic Diversity: White, Black, Asian, Hispanic and Mix
University of Georgia (30602): See figure 5

Young Influential

Middle-class singles and couples living in apartment complexes

Surrounded by ball fields, health clubs, and casual-dining
restaurants


Lifestyle & Media Traits
o
Shop at Best Buy
o
Play racquetball
o
Read details
o
Watch American Dad
o
Mitsubishi Eclipse

Age Range: Under 35

Homeownership: Renters

Employment Levels: White collar, service, mix

Ethnic Diversity: White, Black, Asian, Hispanic, mix
The following Technographics are according to Pew Internet Research Center
o
Social Networking Report: 72% of Online Adults are Social Networking
Site Users, by Joanna Brenner and Aaron Smith, Aug. 2013.

72 percent of adults use social media sites.

70 percent of men of 1895 Internet users use networking sites.

74 percent of women of 1895 Internet users use networking sites.

70 percent of White/Non-Hispanics of 1895 Internet users use
networking sites.

75 percent of Black/Non-Hispanics of 1895 Internet users use
networking sites.
15

80 percent of Hispanics of 1895 of Internet users use networking
sites.

89 percent of 18-29 year olds of 1895 Internet users use
networking sites.

73 percent of individuals who have completed some college of
1895 Internet users use networking sites.

72 percent of individuals who have completed college of 1895
Internet users use networking sites.

75 percent of individuals who make less that $30,000 per year of
1895 Internet users use networking sites.

74 percent of individuals live in an urban area of 1895 Internet
users use networking sites.

30 percent of 18-29 year olds of 1895 Internet users are most likely
to use Twitter.
o
Social Networking Report: The Demographics of Social Media Users, by
Maeve Duggan and Joanna Brenner, Feb. 2013.

15 percent of online adults say they use Pinterest.

13 percent of online adults say they use Instagram.

6 percent of online adults say they use Tumblr.

67 percent of online adults say they use Facebook.

20 percent of online adults say they use LinkedIn as of August
2012.

Women are more likely to be on social media sites than men.

People living in urban settings are more likely use social media
sites.

30 percent of adults over 18 years old set up at least one account to
include location of post
o
Video Report: Online Video 2013, by Kristen Purcell, Oct. 2013.

31% of American adult internet users upload or post videos online

27% of American adult internet users have uploaded a video so
that others can watch or download it
16

18% of American adult internet users have posted a video to a
website online that they, themselves, have taken or created

41% of 18-29 year-old internet users post or share videos online

36% of 49 year-old internet users post or share videos online

18% of internet users age 50 and older post or share videos online

78% of American adult internet users watch or download videos
online

72% of American adult internet users watch videos on a video-
sharing site like YouTube or Vimeo

56% of American adult internet users what videos online,
including social network sites or using mobile apps

36% of American adult internet users download video files onto a
computer or cell phone so they can play them at any time they want

57% of online adults watch online comedy videos

50% of online adults watch online educations videos

50% of online adults watch online music videos

58% of adults who watch online videos do so on social networking
sites

41% of adults use their cell phones to watch online videos

17% of adults who watch online videos do so using a mobile app
17
Primary Research
o Surveys consisting of closed ended questions that will measure attitudes and
knowledge of the product
o We chose this strategy because:

The ease of compiling results

The ability to produce cross tabulations with the psychographics and
demographics of the publics

To gain an understanding of who uses the product and who does not,
through cross tabulations

The access to substantive questions that will measure opinions about the
product, helping us understand why and why not the product is used

Surveys will be administered by Web using email and social media sites. We can
contact university professors and ask if they can send out the survey to their students.
18
Mesmerizing a Culture Survey

What is your gender?
___Male
___Female

How old are you?

What is your highest education level?
___High School or GED
___Some College
___College Graduate
___Post Graduate Study
___Other

Which category best describes your ethnicity?
___Asian / Asian American
___Black or African American
___Hispanic or Latino
___White
___Multiracial
___Other

Where do you live?
___Atlanta
___Decatur
___Peachtree City
___Sandy Springs
___Smyrna
___Marietta
___Douglasville
19
___Austell
___Other

What is your average yearly income?
___<$5,000
___$5,000-$10,000
___$11,000-$15,000
___$16,000-$20,000
___$21,000-$25,000
___$25,000+

What kind of music do you listen to? Check all that apply.
___Alternative
___Country
___Electronic Dance
___Hip Hop/Rap
___Indie Pop
___Latin
___R&B
___Rock
___Singer/Songwriter
___Other

What type of movies do you watch? Check all that apply.
___Action
___Adventure
___Comedy
___Crime
___Documentary
___Romance
___Thriller
___Other
20

Which of the following media outlets are you most likely to use to stream
movies?
___Amazon Prime
___Hulu Plus
___HBO Go
___On Demand
___Netflix
___Showtime
___Redbox Instant
___Other

Describe your interest about music festivals
Not Interested
Extremely Interested
X

X
X
X
Describe your interest about documentaries
Not Interested
Extremely Interested
X

X
X
X
X
X
I believe music provokes feelings that translate into ideas that shape our
generation. Strongly Disagree
X

X
X
Strongly Agree
X
I am more likely to watch Netflix than cable television.
Strongly Disagree
X

Strongly Agree
X
X
X
X
Do you believe music has a culture of its own?
Strongly Disagree
X

X
Strongly Agree
X
X
X
X
Music festivals are an experience of a lifetime.
Strongly Disagree
X
Strongly Agree
X
X
X
X
21
22
23
Goal:
To create a knowledgeable community, interested in Mesmerizing
a Culture, by increasing social interaction with present and
potential fans.
24
Objective One
To increase the number of likes on Facebook, by college-aged individuals, by 40 percent
of 609 likes, as of November 2013, by December 31, 2014.

Strategy 1: To become more visible on Facebook to current and potential
fans.
o Tactic 1.1: To create and implement an editorial calendar as an
organizational tool to help determine what and when to post on each
day of the week.

Spotlight artists, festivals and shows that are in the
documentary or will be

Release information about future events that will be
included in documentary
o Tactic 1.2: Using social media as an interactive media channel to
create and implement contests with non-monetary gains.

Attract attention to festival attendees by offering
feature interviews in documentary to contest winners
o Tactic 1.3: Using social media as an interactive media channel to
create and implement hashtags.

Create additional hashtag- #Beapartoftheculture
25
Objective Two
To increase the number of followers on Twitter, by college-aged individuals, by 100
percent of 7 followers, as of November 2013, by December 31,2014.

Strategy 1: To become more visible on Twitter to current and potential
followers.
o Tactic 1.1: To create and implement an editorial calendar as an
organizational tool to help determine what and when to post on each
day of the week.

Spotlight artists, festivals and shows that are in the
documentary or will be

Release information about future events that will be
included in documentary

Follow artists, festivals and shows Twitter accounts
and “re-tweet” and “favorite” posts

Interact with followers from @MezACulture and
trending posts pertaining to artists, festivals and shows
followed
o Tactic 1.2: Using social media as an interactive media channel to
create Twitter chats with current and potential followers

Attract attention to documentary by creating chat
topics relating to the documentary
o Tactic 1.3: Using social media as an interactive media channel to
create and implement hashtags.

Continue using hastag #Mesmerizingaculture

Create additional hashtag #Beapartoftheculture
26
Objective 3
To increase the number of followers on Instagram, by college-aged individuals, by 70
percent of 291 followers, as of November 2013, by December 31, 2014.

Strategy 1: To become more visible on Instagram to current and potential
fans.
o Tactic 1.1: Connect Twitter handle and Instagram name to be the
same @MezACulture

Change Instagram name to @MezACulture
o Tactic 1.2: To create and implement an editorial calendar as an
organizational tool to help determine what and when to post on each
day of the week.

Spotlight artists, festivals and shows that are in the
documentary or will be, in video and/or photo format
o Tactic 1.3: Using social media as an interactive media channel to
create and implement “Take a Picture, Leave the Camera” festival
trend

Attract attention to festival attendees by setting up a
table at featured festivals with a camera and a sign that says
“Take a picture leave the camera, and follow
@MezaCulture on Instagram.” Use photographs to
spotlight festival attendees
o Tactic 1.4: Using social media as an interactive media channel to
create and implement hashtags.

Create additional hashtags- #Beapartoftheculture,
#takeapictureleaveacamera
27
Objective Four
To increase awareness to current and potential fans

Strategy 1: To create a web page (Free Wordpress) featuring documentary
information
o Tactic 1.1: To create and implement an editorial calendar as an
organizational tool to help determine what and when to post on each
day of the week.

Create page tabs including Bio, Calendar, Progress
and Contact
o Tactic 1.2: Create Bio about documentary purpose and documenter
o Tactic 1.3: Create event calendar of documentary featured festivals
and shows

Invite current fans to become volunteers at festivals
they are already attending
o Tactic 1.4: Create snippets and spotlights showing the ongoing
progress of documentary
o Tactic 1.5: Create contact page

Include social media accounts and email
28
Mesmerizing A Culture Calendar
(January 1 – December 31, 2014)
We have created an advisory quarterly calendar. In this calendar we have highlighted
some key connections and pitches that need to be made, and a suggestive outline on how
to do so. Not every recommendation has a connection with the documentary and all that
in entails. Each recommendation is an attempt to gain awareness, and to connect with
others in both the entertainment and music industry.

Quarter one, January – March 2014
o
Launch web page, through Free Wordpress, featuring documentary
information, see objective four.
o
Meet with upper management, of the following venues, to pitch
documentary: Terminal West, The Tabernacle, The Masquerade, The
Graveyard, The Basement, MJQ, The Drunken Unicorn and the Georgia
Theatre.
o
Each month send out a pitch letter to each of the following blog
sites: djz.com, liveforthefunk.com, gottadancedirty.com,
dancingastronaut.com, earmilk.com, thissongissick.com,
magneticmag.com, beatmyday.com, musicyouneed.net, edmsauce.com,
theguardian.com, avidblogs.com, musicfestivalnation.com,
consequenceofsound.net, livemusicblog.com, fest300.com and
straightfromthea.com. If a blogger has already made contact from one of
the above sites, do not resend unless there are multiple bloggers available.
o
Each month send out a press release, concerning the documentary
and its progress, to each of the following local entertainment reporters:
Jennifer Bret of the AJC, Rodney Ho on Radio Talk & TV, Corinna Allen
of CBS 46, Jenifer Brett of The Buzz accessatlanta.com, Mellissa
Ruggieri of The Music Scene accessatlanta.com and to
creativeloafing.com.
29
o
Each month send of a press release, concerning the documentary
and its progress, to each of the following major Atlanta radio stations:
Star 94.1, Streetz 94.5, Power 96.1, 97.1 The River, 99.7 Q100, V-103.3,
Radio 105.7 and HOT 107.9.

Quarter two, April – June 2014
o
Meet with upper management, of the following venues, to pitch
documentary: Variety Playhouse, Apache Café, WonderRoot, Buckhead
Theatre, Center Stage Theatre, Criminal Records, Eddies Attic, The WB
Event Center, Castleberry Hill Raw Space, Opera Night Club and Rush
Lounge.
o
Each Month send out a pitch letter to each of the following blog
sites: djz.com, liveforthefunk.com, gottadancedirty.com,
dancingastronaut.com, earmilk.com, thissongissick.com,
magneticmag.com, beatmyday.com, musicyouneed.net, edmsauce.com,
theguardian.com, avidblogs.com, musicfestivalnation.com,
consequenceofsound.net, livemusicblog.com, fest300.com and
straightfromthea.com. If a blogger has already made contact from one of
the above sites, do not resend unless there are multiple bloggers available.
o
Each month send out a press release, concerning the documentary
and its progress, to each of the following local entertainment reporters:
Jennifer Bret of the AJC, Rodney Ho on Radio Talk & TV, Corinna Allen
of CBS 46, Jenifer Brett of The Buzz accessatlanta.com, Mellissa
Ruggieri of The Music Scene accessatlanta.com and to
creativeloafing.com.
o
Each month send of a press release, concerning the documentary
and its progress, to each of the following major Atlanta radio stations:
Star 94.1, Streetz 94.5, Power 96.1, 97.1 The River, 99.7 Q100, V-103.3,
Radio 105.7 and HOT 107.9.

Quarter Three, July – September 2014
o
Meet with members of the Grammy 365 Atlanta Chapter.

Senior Executive Director – Michele Rhea Caplinger
30
o

President – Billy Johnson

Senior Project Manager – Erin Baxter
Each Month send out a pitch letter to each of the following blog
sites: djz.com, liveforthefunk.com, gottadancedirty.com,
dancingastronaut.com, earmilk.com, thissongissick.com,
magneticmag.com, beatmyday.com, musicyouneed.net, edmsauce.com,
theguardian.com, avidblogs.com, musicfestivalnation.com,
consequenceofsound.net, livemusicblog.com, fest300.com and
straightfromthea.com. If a blogger has already made contact from one of
the above sites, do not resend unless there are multiple bloggers available.
o
Each month send out a press release, concerning the documentary
and its progress, to each of the following local entertainment reporters:
Jennifer Bret of the AJC, Rodney Ho on Radio Talk & TV, Corinna Allen
of CBS 46, Jenifer Brett of The Buzz accessatlanta.com, Mellissa
Ruggieri of The Music Scene accessatlanta.com and to
creativeloafing.com.
o
Each month send of a press release, concerning the documentary
and its progress, to each of the following major Atlanta radio stations:
Star 94.1, Streetz 94.5, Power 96.1, 97.1 The River, 99.7 Q100, V-103.3,
Radio 105.7 and HOT 107.9.

Quarter four, October – December 2014
o
Each Month send out a pitch letter to each of the following blog
sites: djz.com, liveforthefunk.com, gottadancedirty.com,
dancingastronaut.com, earmilk.com, thissongissick.com,
magneticmag.com, beatmyday.com, musicyouneed.net, edmsauce.com,
theguardian.com, avidblogs.com, musicfestivalnation.com,
consequenceofsound.net, livemusicblog.com, fest300.com and
straightfromthea.com. If a blogger has already made contact from one of
the above sites, do not resend unless there are multiple bloggers available.
o
Each month send out a press release, concerning the documentary
and its progress, to each of the following local entertainment reporters:
31
Jennifer Bret of the AJC, Rodney Ho on Radio Talk & TV, Corinna Allen
of CBS 46, Jenifer Brett of The Buzz accessatlanta.com, Mellissa
Ruggieri of The Music Scene accessatlanta.com and to
creativeloafing.com.
o
Each month send of a press release, concerning the documentary
and its progress, to each of the following major Atlanta radio stations:
Star 94.1, Streetz 94.5, Power 96.1, 97.1 The River, 99.7 Q100, V-103.3,
Radio 105.7 and HOT 107.9.
Event Calendar
We have created a calendar including events that have already been announced at the
following venues. Not all of these events relate to the music featured in the documentary,
they are recommendations based on the venue and the interest of its clientele.
-Tabernacle events
-
January – Disclosure with Vic Mensa and Samo Sound Boy 22 8pm -
Yonder Mountain String Band with The Travelin’ McCourys 22, 8pm
-
February – Moe 1, 8pm – Pixies 4, 8pm – Panic At The Disco 7, 8pm –
Flogging Molly 15, 8pm – Mind Over Matter 22, 9pm –
-
March – Emblem3 with Mkto 1, 7pm – Excision with Ill. Gates,
Dirtyphonics 7, 8pm –
-
April – Groulove With Ms mr, Smallpools 3, 8pm
-
May – The Wanted 7, 8pm
-Terminal West-
January – 4th, Indigo Girls – 16th, March Fourth Marching Band – 18th,
Daft Phunk – 21st, New Politics – 23rd, The Ringers – 25th Connor Christian &
Southern Gothic Sonia Leigh – 29th, Gaelic Storm
-
February – 1st, Paper Diamond – 3rd, Darkside – 9th, Vanessa Carlton –
14th, Marco Benevento – 15th, Larkin Poe – 17th, Kodaline – 20th, Jonathan Wilson
– 21st, Emancipator Ensemble – 22nd, The Black Angels
32
-
March – 3rd, Snarky Puppy – 4th Stephen Malkmus & The Jocks
-Masquerade events –
-
January – Come What May 3, 7pm – Light The Avenue 5, 8pm – Autumn
+ Colour Artist Showcase 4, 7pm – The Atlanta Battle of the Bands 5, 4pm –
Dorydrive 10, 7pm – The Wailers 16, 7pm – Tetrarch 18, 7pm – Archnemesis 18,
9pm – The Sword 21, 7pm – Another Lost Year 21, 7pm – Neurotic November
24, 6pm – Falling in Reverse 21, 6pm – Delorean 28, 7pm – Nekromantix 29,
7pm –
-
February – Headbang for the Highway 2, 7pm – Nonpoint 2, 7pm –
Yellowcard 7, 7pm – 10 Years 7, 830pm – The Slackers 8, 7pm – Chimaira 12,
6pm – Hollywood Ending 12, 6pm – Manowar 12, 7pm – transit 14, 630pm, That
1 guy 22, 8pm
-
March – 14 – Children of Bodom 14, 7pm – Breathe Carolina 16, 6pm –
Agent Orange 16, 7pm – Carcass 19, 6pm – We Butter the Bread With Butter 2-,
6pm – Dave Hause 21, 8pm – We are the in crowd 25, 6pm
-
April – Mephiskapheles 2, 7pm – Iced Earth 23, 6pm
-Apache Café –
-
Every Sunday at 7pm Word is Born Poetry Open Mic
-
Every Monday 7pm Bohemian Circus
-
Every Tuesday Sound & Lyric
-Buckhead Theatre –
-
Jan 25, Big Head Todd and The Monsters 730pm
-
Feb 5 Walk off the Earth 7pm
-
April 29, Bastille 7pm
-
May 22 The 1975 7pm
-The drunken Unicorn –
-
Time Before The War Every Man For Himself EP Release Show Jan 4,
9pm
-
No Static Jan 10, 9pm
-
Into It. Over It Feb 11, 8pm
-Center Stage –
33
-
January – Downside 9, 730pm – QUEENSRYCHE 10,8pm – Afton
Showcase 16, 630pm – Ehsan Khajeamiri 17, 730pm – AFI 18, 8pm- Amon
Amarth 24, 7pm – Empire Theory 24, 8pm – Battle Of The Bands 25, 930pm –
Afton Showcase 26, 630pm – Nipsey Hussle 28, 7pm – Newlore//Sear and Shake
29, 7pm – Comrade Blue 3-, 630pm – Afton Showcase 31, 630pm –
-
February – Skinny Puppy 04, 730pm – Andrew RIPP 15, 730pm – The
Expendables 18, 6pm – White Lies 18, 7pm – Mayer Hawthorne 22, 8pm –
-
March – Andrew Belle & Diane Beurch 19, 7pm – AER 19, 7pm – Ellie
Goulding – 20, 630pm –
-
April – Scott Stapp 9, 7pm – Stephen Ragga Marley 13, 8pm
-
May - Mogwai 2, 8pm –
-
September - Midweek Mayhem feat. Pain of Salvation 10, 6pm
Editorial Calendar
We have created a sample editorial calendar for social media accounts. Each day a post
should be made on each account. All accounts should be connected, but not all posts
should be shared on every account. This calendar should be used as a way to interact with
fan base, use hashtags and create conversation of the documentary. Post should not be
limited to this calendar and can shift based on relativity. If there is a trending topic then it
should be noted. The more engaged with fanbase each social media account is, the more
followers each will gain.

Sunday
o
Facebook

#sundayfunday – Release information on any EDM events
taking part on that day. If there are not any EDM events taking
place on that, release information on related events taking place
that day. If there are no related events taking place that day, release
a “take me back post” about a past event that took place on a
34
Sunday. Engage with audience by asking them what their “take me
back” Sunday funday would be.
o
Twitter

#sundayfunday – Release information on any EDM events
taking part on that day. If there are not any EDM events taking
place on that, release information on related events taking place
that day. If there are no related events taking place that day, release
a “take me back post” about a past event that took place on a
Sunday. Engage with audience by asking them what their “take me
back” Sunday funday would be.
o
Instagram

#sundayfunday – Post a comical Sunday funday picture.
Engage with fan base by asking how they will be spending their
Sunday, or how they wish they were spending their Sunday. Use
various hashtags to draw attention to photograph, including
#mesaculture and #mesmerizingaculture.

Monday
o
Facebook

#macm (mesmerizing a culture Monday) – Release present
and/or background information on documentary. Use various
hashtags to draw attention to post, including #mesaculture and
#mesmerizingaculture.
o
Twitter

#macm (mesmerizing a culture Monday) – Release present
and/or background information on documentary. Use various
hashtags to draw attention to post, including #mesaculture and
#mesmerizingaculture.
o
Instagram

#mcm (man crush Monday) – spotlight male EDM artist or
DJ with a photograph and an inspirational tagline directed at that
35
DJ. Use various hashtags to draw attention to photograph,
including #mesaculture and #mesmerizingaculture.

Tuesday
o
Facebook

Thank your fan base for their support, and any one else
who has made progress possible.
o
Twitter

Tweet a thank you to any artist or festival featured in
documentary.
o
Instagram

#tut (turn up Tuesday) – Post an image of an EDM artist
performing. Direct tagline, discussing performance, at artist. Use
various hashtags to draw attention to photograph, including
#mesaculture and #mesmerizingaculture.

Wednesday
o
Facebook

Humpday – Release a comical post about humpday directed
at fan base. Provide information on events taking place that
weekend, as an inspirational motive to get through the rest of the
week.
o
Twitter

Humpday – Release a comical post about humpday directed
at fan base. Provide information on events taking place that
weekend, as an inspirational motive to get through the rest of the
week.
o
Instagram

#wcw (woman crush Wednesday) – spotlight a female
EDM artist or DJ with a photograph and an inspirational tagline
directed at that DJ. Use various hashtags to draw attention to
photograph, including #mesaculture and #mesmerizingaculture.

Thursday
36
o
Facebook

#tbt (throwback Thursday) – spotlight inspirational, iconic
artists from the past. Engage with audience by asking questions
like “Who has made the best remix to one of (artist’s name)s
songs?” or “What is your favorite song by (artist’s name)?”.
Spotlight past EDM shows or festivals. Engage with audience by
asking questions like “Who remembers when (artist’s name)
played at (name of festival or venue)?” or “Who was your favorite
artist at (name of festival or show)?” Use various hashtags to draw
attention to photograph, including #mesaculture and
#mesmerizingaculture.
o
Twitter

#tbt (throwback Thursday) – Retweet images posted by
EDM artists or DJs.
o
Instagram

#tbt (throwback Thursday) – spotlight inspirational, iconic
artists from the past. Engage with audience by asking questions
like “Who has made the best remix to one of (artist’s name)s
songs?” or “What is your favorite song by (artist’s name)?”.
Spotlight past EDM shows or festivals. Engage with audience by
asking questions like “Who remembers when (artist’s name)
played at (name of festival or venue)?” or “Who was your favorite
artist at (name of festival or show)?” Use various hashtags to draw
attention to photograph, including #mesaculture and
#mesmerizingaculture.

Friday
o
Facebook

#fff (fun fact Friday) – Post an interesting fact about an
EDM artist or DJ. Use various hashtags to draw attention to post,
including #mesaculture and #mesmerizingaculture
o
Twitter
37

#fff (fun fact Friday) – Post an interesting fact about an
EDM artist or DJ. Use various hashtags to draw attention to post,
including #mesaculture and #mesmerizingaculture
o
Instagram

#funkyfriday – Post a “funky” picture. Engage with
audience by asking if they know what, who or where the picture is.
If it is not a known image, provide hints to the audience to help
them guess what it is. Use various hashtags to draw attention to
picture, including #mesaculture and #mesmerizingaculture

Saturday
o
Facebook

#savethedatesaturday – If any upcoming events, shows or
festival dates have been released post the information. Engage with
audience by asking who is attending or wanting to attend. Use
various hashtags to draw attention to post, including #mesaculture
and #mesmerizingaculture
o
Twitter

#shoutoutsaturday – Tweet shoutouts to followers. Engage
with them by commenting to their most recent tweet.
o
Instagram

#savethedatesaturday – If any upcoming events, shows or
festival dates have been released post a picture of the information.
Engage with audience by asking who is attending or wanting to
attend. Use various hashtags to draw attention to picture, including
#mesaculture and #mesmerizingaculture
38
Evaluation
First, we plan to create positive awareness by increasing social interaction, with
present and potential fans of Mesmerizing a Culture, by increasing the number of likes on
Facebook by 40 percent of 609, as of November 2013, by December 31, 2014. We plan
to become more visible on Facebook through the creation of editorial calendar, as an
organizational tool, to help determine what and when to post on each day of the week.
We will engage, intrigue, integrate and inform followers with the creation and
implementation of hashtags and contests, with non-monetary gains. We plan to measure
the success by using Facebook’s Page Insights programs.
Second, we plan to create positive awareness by increasing social interaction,
with present and potential fans of Mesmerizing a Culture, by increasing number of
Twitter followers by 100 percent of 7, as of November 2013, by December 31, 2014. We
plan to become more visible on Twitter through the creation of an editorial calendar, as
an organizational tool, to help determine what and when to post on each day of the week.
We will use social media as an interactive media channel to create Twitter chats with
current and potential followers. We plan to implement hashtags such as @MezACulture
to engage with current and potential followers. We plan to measure the success by using
online websites such as Hashtracking and Social Mention.
Third, we plan to create positive awareness by increasing social interaction, with
present and potential fan of Mesmerizing a Culture, by increasing number of Instagram
followers by 70 percent of 291, as of November 2013, by December 31, 2014. We will
become more visible on Instagram by connecting other social media outlets, such as
Facebook and Twitter, to the Instagram account. We have created an editorial calendar,
as an organizational tool, to help determine what and when to post on each day of the
week. We will implement the festival trend called “Take a Picture, Leave the Camera” as
a way to interact with current and potential fans.
Lastly, we plan to increase college-aged individuals awareness, of Mesmerizing a
Culture, by 20 percent through the creation of a web page, featuring documentary
information. We will create and implement an editorial calendar as an organizational tool
to help determine what and when to post on each day of the week. We will create an
39
event calendar, to help determine where and when the documentary will be featuring
festivals and shows.
Stewardship Plan
It is important that Hughes establishes and maintains a positive relationship with
Mesmerizing a Culture’s fan base, in order to meet campaign goals and continue
progress. To ensure that this takes place we have devised a stewardship plan. A
stewardship plan is set in place as a means to thank key publics, continue communication
and preserve public interest and attention to the organization.
Reciprocity – Hughes will show recognition and appreciation to participants and viewers
of the documentary. This will be done through continued interaction, via social media,
with current and potential fans.
Responsibility - Hughes has promised to provide a documentary that explores the culture
of music festivals. The documentary will continue to grow, connecting with viewers and
participants, as a means of keeping this promise. Hughes will maintain an informative
connection with music festivals, artists, and fans. In addition, fans will be requested to
share photos, videos and stories of their favorite artists, shows and festivals on social
media sites.
Reporting- Hughes will continue to keep fan base informed through interactive media
and non-media channels. Social media websites, such as Twitter, Facebook and
Instagram, will be continuously updated showing the progress of getting, Mesmerizing a
Culture, on movie streaming programs, such as Netflix or Hulu.
Relationship Nurturing- Mesmerizing a culture will maintain a positive relationship
with its fan base, through the kept promises of the documentary. Hughes will stay up to
date with current and prospective fan base, as well as music festival fans. A good
relationship with the publics will be beneficial as Mesmerizing a Culture continues to
grow.
40