Develop paid advertising and publicity strategies using media outreach, press materials, digital advertising, and promotional campaigns.

Outcome. Build the press kit, run the outreach, and spend advertising money where the funnel is weakest.

A press kit exists to answer questions before they are asked: who you are, what it sounds like, who it is for, what you have done, what it looks like, and how to reach you. Performance video does more work than photographs, and everything in it has to be current.

Publicity needs an angle that is true. A placement, a new record, a return home, a cause you actually support. A release with no story is an advertisement, and advertisements are the most expensive way to be heard.

Outreach is specific and personal. A journalist who covers your genre in your city, addressed by name, with the one line they will quote, beats a hundred identical emails.

Paid advertising is aimed at a funnel stage. Awareness spending to reach people who have never heard you, retargeting to move people who have, and acquisition offers to turn either into a contact you own. Each is measured separately or the budget cannot be improved.

What you will produce

A complete EPK, a targeted press list with a personalized pitch for each, and an advertising plan with budgets and measures by funnel stage.