Song For My Mother

Budge Communications
2015

This proposal represents Budge Communications preliminary thoughts and

strategy recommendation for a Public Relation program in Indonesia submitted
for the purpose of promoting a new single by Erik Sondhy

All pictures courtesy of Google image

Background
Erik Sondhy is a pianist from jazz music genre
Erik has performed in so many stages of jazz events and
festivals, both local and international level
Erik Sondhy will release his new single, Song for My Mother
in December 2015
For the occasion, he needs to promote the song and ensure
it is delivered to the desired target market through particular
communications message and using PR & Media Relations
tool

Insights About Jazz Music (Media

& Consumers)*
Indonesias jazz music industry
seems not going anywhere
There are two types of audiences in
jazz live-music:
Jazz music listener
Jazz music viewer

Pop music is still major in Indonesia music industry

America is still becoming Indonesias benchmark in
music industry, although now Korean music is also
booming
Metrotvnews.com

Media Coverage analysis:

About jazz music, media news coverage is
dominated by jazz music festival such as Java
Jazz Festival, Indonesia Jazz Festival

Jazz is a music genre that have a very niche

audience in Indonesia. Ireng Maulana
For easier selling in the market, recently jazz
music slightly shifted into pop-jazz music
*random sampling survey to 35 people, male & female, 18-55y.o, Jakarta
*researched media: online, print, broadcast; general, lifestyle and music media

Media Insight About Erik Sondhy

Media monitoring analysis:
Erik Sondhy is mentioned as a pianist
Erik Sondhy is mostly mentioned as a supporting role; not written
as the key person
Very low number of coverage about Erik Sondhy (online
monitoring)
http://lifestyle.sindonews.com/read/1035468/157/pianis-erik-sondhyrilis-single-song-for-my-mother-1440132695
http://koran.tempo.co/konten/2013/05/31/311452/Ruang-KebebasanErik-Sondhy

SWOT Analysis
Strength
Has collaborated
with many prominent
jazz musicians (local
& international)
Has received many
recognitions and
award in jazz music
Performed in so
many jazz events &
festival around the
globe
His new single is
recorded in Abbey
Road Studio,
handled by a
producer that has
worked together with
famous jazz singers
& musicians

Weakness
Low awareness
Erik Sondhy rarely
written in media as
the key person

Opportunity
The momentum and
trend
The increased
interest toward jazz
and pop-jazz music
Many jazz events
and festival in
Indonesia
The growth of midmarket segment
this segment starts
to increase their
interest to high &
premiums. This also
can widen target
market so it is not
only aiming small
portion of listener

Threat

Common perception
that jazz is
complicated and for
high market segment
only
Misperception
toward mainstream
and pure jazz music
Korean invasion

Challenge
To make weakness becoming strength and threat becoming
opportunity

Jazz is out of
reach; too highsegmented

Erik
Sondhys
new single
to bridge
the gap

Song for mother

represent daily life,
a close reality,
warm; substantial

Returning the substance of pure & mainstream jazz music

Communications Objective
To form an attractive communication
messaging
Increase Erik Sondhy share of voice
Increase profile

To promote Erik Sondhys new

single and upcoming album

PROPOSED STRATEGY &

PROGRAMS

Pillars of Strategy
MEDIA ADVOCACY
Having prominent and
relevant media
providing unique
features that relates
to Erik Sondhy and
his new single &
album, and become
our advocates.

BRAND
ENGAGEMENT
Introducing and
promoting Erik
Sondhys new single
and album to
potential markets
through gimmicks.

Target Audience
Primary
Media
Print, online &
broadcast media
Lifestyle, general,
music media
Community
KOL (endorsement)

Secondary
Jazz lovers
Music industry

PR Strategy
Media Power

Engagement

KOL Message

To utilize
media to
spread the
information
and make the
buzz

To build
interest
toward target
market and
call to action

To create and
elevate
interest
toward Erik
Sondhy and
jazz music

Key Message
Song for My Mother
Enjoyable & tasteful
Music for all
segment

Easy to listen

Not complicated

Pure jazz

Substantial
Daily life

Intimate
connection: jazz
and listener,
mother and son

Single Launching
Mini concert for media
121 interviews
Profiling
Release & CD Sampling
Link to radio stations
Lifestyle talkshow
Endorsement from KOL

Media Activity Phases Outline

First Phase: Elevating
Awareness
(October November 2015)

Content
Management
Content Finalizing

Preparation

Media Relations
Initiative
Mini concert for
media
Press release
distribution and CD
sampling to media
Lifestyle TV
talkshow
121 interviews
KOL endorsement

Media review
Erik Sondhy profiling
Video clip rotation to
TV station and
targeted radio
Second Phase: Maintain
Coverage & Video Clip
rotation
(December 2015)

ACTIVITY DETAILS

Mini Gathering: Concert for Media

To give preview to media so they can write better about the
music and also to provide the story of making the song
Selected media only

Lifestyle TV Talkshow
To engage lifestyle talkshow program on TV, e.g Hitam Putih,
Sarseh (NET TV), Just Alvin (Metro TV), etc.
Share about the music
Additional cost aside of PR & Media Relations budget

KOL Endorsement
To utilize Erik Sondhys network of prominent jazz musicians
to provide endorsement to Erik Sondhy and also the song
Endorsement is important to give supporting message and
acknowlegement toward Erik Sondhy and the song

Cost Estimation
Budge Project Fee :
Investment IDR135mio for 3 months
(Includes Consultation, PR Concept, Researching, Supervision, Media
Arrangement, Media Kit Development, Media Monitoring, Team
Specialist, Operational Cost)
Note :
Excluding third party (venue, F&B + 10% VAT, agency fee)
Excluding lifestyle TV talkshow
Third party expenses are subject to client's approval for each project, and can be taken over
by client

CONFIDENTIAL INFORMATION DISCLAIMER This proposal

contains certain confidential and valuable information in the form of
ideas, know-how, concepts, processes, and plans that belong to
intelectual properties of Budge Communications. In accordance with,
this confidential information shall not be disclosed outside the Budge
Communications and shall not be duplicated, used or disclosed in
whole or in part for any purpose except in the procurement process.

Joyce R. Hutapea
Senior PR Consultant
Budge Communications
+62 21 7821295
+62 818626021
joyce@budgecom.com