Keywords
Brand reposition, media “influencer” marketing, customer relationships, social responsibility, competitive advantage, and brand alliances
Document Type
Abstract
Description or Abstract
Synopsis - Since 2001, the music business Raffe Studio, Inc. (formerly Raffe Reeds) has served music communities as a multifaceted bassoon corporation. Raffe Studio is nestled in the foothills of Alabama between Atlanta and Birmingham. The founder, Eryn Oft, began the organization to cultivate growth in local music communities through educational outreach, professional performances and the sale of music materials. In 2014, Raffe Studio realized a larger global need. The organization expanded the products and services available and increased social media marketing. As platforms have evolved, Raffe Studio has recognized a need to reposition the corporate marketing strategy to better serve the music community. By streamlining operations, Raffe Studio can address safety-privacy concerns and increase profit margins. As the brand chases a wider audience, the case follows the challenges of small business media marketing and the excitement of working in the music industry.
Included in
Raffe Studio, Inc. Repositioning to Meet the Evolving "Influencer" Industry
Synopsis - Since 2001, the music business Raffe Studio, Inc. (formerly Raffe Reeds) has served music communities as a multifaceted bassoon corporation. Raffe Studio is nestled in the foothills of Alabama between Atlanta and Birmingham. The founder, Eryn Oft, began the organization to cultivate growth in local music communities through educational outreach, professional performances and the sale of music materials. In 2014, Raffe Studio realized a larger global need. The organization expanded the products and services available and increased social media marketing. As platforms have evolved, Raffe Studio has recognized a need to reposition the corporate marketing strategy to better serve the music community. By streamlining operations, Raffe Studio can address safety-privacy concerns and increase profit margins. As the brand chases a wider audience, the case follows the challenges of small business media marketing and the excitement of working in the music industry.
Comments
Resubmission with updates: Reference #1099