Yamaha
Kawanis Music Festival Sponsorship- Mock Campaign
Kawanis Music Festival Sponsorship- Mock Campaign
In order to encourage and aid young musicians, Yamaha would partner with a currently existing music competition that partners with school music programs called the Kawanis Music Festival. They would provide the publicity, organize smaller, micro-competitions within the schools to encourage school spirit and support and add their own, final level of competing to the schools who place in the top 5 of the original festival program. They would then provide the instruments and a set musical piece to each of the five schools and hold an outdoor concert open to the public for the final performances and the presentation of the results. Simultaneously, within their stores they would also create a program similar to the rent-to-own concept currently existing within most instrument stores, but they would instead allow a student to 'try out' an instrument for a week for free, and would also provide an additional discount on the purchase of said instrument should they choose to buy it. Instead of hard selling their instruments and products, Yamaha would instead showcase their support and belief in young musicians while at the same time showing their belief in their own instruments and their quality.
The front and inside of the invitation that will be sent to music teachers who have entered their school's bands in previous years of the Kawanis Music Festival in order to alert them to the change in sponsorship and the new opportunity for competition as well as to spread the brand name.
A few weeks before the competition and festival starts, these poster would be distributed to the schools to put up to help foster school spirit and support for the participating bands as well as to create a secondary competition involving poster design showing their support so that more students get a chance to shine and to bond with the brand.
A microsite would be created for the purpose of the festival which would highlight the importance of musical education, the competition mechanics, the 'Find the Perfect Fit' variation of the rent-to-own concept happening in Yamaha stores, other school initiatives Yamaha is involved in and the Yamaha Artist Mentors, which would be a section on artists who use Yamaha instruments who have donated their time to speak at assemblies for music students.
