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MUSIC IN YOUR HEARTCommunication strategy

DDBKateřina Pošepná & Michaela Žemlová

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Insight

Teachers: ´I cannot see a contribution of popular music students follow on music channels and magazines for my music classes‘

Students: ´I love popular music but I cannot see a connection between that and my school music classes‘

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What is the challenge?• To make both students and schools see the connection

between music classes and popular music represented by our project, and its contribution to education, and thus adopt the project

• Two phases1. Informing students and raising interest amongst teachers2. Creating desire to participate

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How to get teachers interested?

Teachers need to be informed in a spontaneous and serious way in order to build trust

PR and ambassador stories demonstrating the contribution of pop music to classes recommended

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How to create desire to participate?

To create desire of the target audience, we will make use of what they all have in common – passion for music

We need to reach the TA in the most relevant and engaging moments, in an entertaining way

Reach people wherever they search to passively consume music and make them see the connection through a relevant message

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Idea

Music is what we have in common, so make your class perform

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Media channels – phase 1

To inform the students• ÓČKO TV channel – programme teasers• FB page ÓČKO programme teasers + information (‚join

with your classmates and make your class perform‘)• Branded music exercise books (You´ve got the sheet of

music, make your class perform! Music in your heart.)

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Media channels – phase 1

To inform and build trust of teachers

• PR articles in specialized newspapers and supplements (Akademie, Učitelské noviny, Týdeník Škola)• Ambassadors´ stories on specialized websites (RVP,

ceskaskola.cz)• Newsletters to teachers (MŠMT)

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Media channels – phase 2To create desire to participate:• Youtube video ads featuring pop stars involved in the project

– optimized for their videos only• Intranet / wifi music video blocking • Titles below videos on ÓČKO channel

Do you like my video? Make your class perform and participate in ‚Music in your heart‘

Sorry, video is not available. Create your own and make

your class perform

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Media channels - phase 2

To create desire to participate:• Flute School: Sheets of pop music modified for classic

instruments used in classes as an insert in newspapers• Workshops for teachers in regions as part of educational

programme

Summary

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Do you like my video? Make your class perform and participate in ‚Music in your heart‘

INSIGHT: Lack of connection between music classes and pop music

CHALLENGE: Show the connection and make

students and teachers participate in the project

STRATEGY: To inform the teachers and build trust + to create desire to participate in the moments of passive music consumption

IDEA: Music is what we have in common,

so make your class perform!

CHANNELS: PR and ambassadors to build trust + channels of rather passive music consumption (Youtube, Óčko TV)