Client focus:  B2C & B2B
Client relationship: AOR
Client budget: > $1M

 

Project elements:
• research
• strategy
• identity
• print/radio/digital
• fulfillment packages
• website
• media planning/placement
• pr
• store design

The ask

For 48 years, family-owned Music & Arts had defined themselves as ‘A friend to educators, safe for parents and cool for kids’. Growth had plateaued and the company believed it had hit its peak. “We just had our best year ever. Just see if you can help us maintain it.” Our mission: show them they had an ocean of untapped growing room, and a clear path to scale.

 

Strategy

But focus groups with kids reminded us of a key truth most parents forget: When you’re a kid, you have no voice. Our campaign put kids first, where they belong, and helped them realize the value of music as a path to self-expression and independence.

 

Results

The campaign returned a 19.5% sales increase Y1 and another 15.5% increase Y2. Along the way, our participation in store design reduced new store time-to-profitability by 17%. The Find Your Voice campaign ultimately helped Music & Arts achieve a $90M valuation and successful sale to Guitar Center just five years after launch.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Are you ready to have
“The Talk”?

Before your picture graces the cover of every business magazine and you eat caviar for breakfast, lunch and dinner, we need to have “The Talk.” Because we can’t achieve success until we’ve talked about the problem. So tell us a little about yourself, and let’s get the ball rolling.