Creative Brief

Client Contact Information:

Pandora Internet Radio

2101 Webster St #1650

Oakland, CA 94612

(510) 451-4100

Project name and description:

This project aims to start midsized and larger companies along the adoption process with Pandora Advertising. While many businesses are familiar with Pandora Radio, often they are unaware it’s an effective tool to market products, services, ideas or even political campaigns. 

This material serves to raise awareness and interest, ultimately driving potential clients to Pandora’s website to submit inquiries to advertise with Pandora.

Prepared by:

Daniel Ward

danielwward@me.com

(530) 867-1724

1. Background / Overview:

Pandora Internet Radio is a music streaming and automated music recommendation service. It utilizes a complex algorithm and over 450 attributes to describe and organize songs. Pandora curates personalized playlists based on a user’s particular song or artist choice.

Pandora is available in the United States, Australia, and New Zealand. It has a catalog of 1.5 million songs and as of April 2016, 83 million active users. Total revenue for 2014 was $920.8 million, a 44% year-over-year increase. 

2. Objective:

The objective of this copy is twofold: (1) To start businesses along the adoption process by raising awareness and interest, and (2) to be a lead and sales generation tool.

3. Target Audience

Marketing Managers at midsize to larger businesses.

4. Key Message/s

Cater to consumers with far greater precision than radio because you can pinpoint listeners by age and sex, ZIP code or even musical taste.  Create beautiful multimedia experiences for web and mobile and connect with your highest value customers.

5. Features/Benefits of Pandora For Advertisers:

·      95% of listeners experience seven ads per hour.  Only 5% of 83 million active listeners are ad-free paying subscribers.

·      Pandora’s user base is 100% registered.  Each day Pandora receives 1 billion data points with demographic and geographic information about users.

·      With the extensive user data of its Precision Targeting Platform, Pandora delivers more precise and effective advertising.  Companies can select the size and scale of their campaigns and maximize the ROI by reaching the demographics that will be most interested in their product, service, idea, or campaign.

·      Pandora offers tailor-made ads.  Campaigns can combine audio, display, and video on web and mobile.  Additionally, Pandora provides opportunities for sponsorships, branded radio stations, and special events.

6. Requirements/Timeline:

Schedule: Final copy is due April 1st

Requirements:

This campaign will have four components:

1) 8 ½ x 11 six-panel brochure mailer to be sent to target businesses.

2) 3 loose inserts of recent Pandora case studies for placement inside brochures. This will extend the shelf life of the expensive to print brochure.

3) Sales letter to accompany brochure mailer.

4) 3 emails for blasts to marketers on Pandora’s mailing list.