Misadventures

MARKETING PLAN
Street Date:
May 13, 2016
Last Date to Pre-order:
April 30, 2016

Band Site:
http://piercetheveil.net/
Facebook:
https://www.facebook.com/PierceTheVeil/
Pre-order:
http://fearlessrecords.com/releases/view/251

Prepared By: Ashley Parent, VP Marketing & Project Management

a.parent@fearlessrecords.com
(555) 555-3456

Misadventures
Street Date:
May 13, 2016

Table of Contents:
Timeline....Page 2
Overview.....................................................Page 3
Phase 1 Goals, Target Points & Dates, Distribution.....Page 4
Phase 1 Retail, Online, Electronic Press, Publicity & Promotion......Page 5
Phase 1 Printed Media, Merch Bundles, & Tour......Page 6
Phase 2 Goals, Target Points & Dates, Distribution...........Page 7
Phase 2 Retail, Online, Electronic Press, Publicity & Promotion......Page 8
Phase 2 Printed Media, Merch Bundles, & Tour......Page 9

TIMELINE
PHASE 1 (leading up to)

PHASE 2 (coming off of)

8 Weeks
Announce new album, Vic interviews w/Alt Press
6 Weeks
Fearless Records April Fools Fest on Oahu, HI
4 Weeks
Appearance on Full Frontal Live
3 Weeks
Earth Day Benefit Concert
2 Weeks
In-store appearances-FYE, Hot Topic, Journeys
1 Week
Big City Tour Kickoff-NYC, Philly
5 Days
Big City Tour Continues-Chicago, Houston
3 Days
Big City Tour Continues-Las Vegas, LA
1 Day
Exclusive: Release Eve Party-San Diego, CA

Day of-May 13th

Live Broadcast: Release Day Party-San Diego, CA +
Conan taping
First Week:
Taping: Kimmel, Fallon
NYC Meet & Greet, Acoustic Show-Webster Hall
Second Week:
BBC 1 Radio feature
UK/Europe Shows: London, Paris, Berlin,
Amsterdam
Third Week
SiriusXM, idobi, and Spotify sessions-tour prep
~Misadventures Tour w/Beartooth, Cant Swim
Begins-2 months-Starts Jersey Shore 6/13
Week 1 & 2
Misadventures Tour-Northeast
Week 3 & 4
Misadventures Tour-Midwest
Week 5
Misadventures Tour-Southeast
Week 6
Misadventures Tour-South/Central
Week 7
Misadventures Tour-Southwest
Week 8
Misadventures Tour-Northwest
Guest appearance on Warped Tour as part of
Misadventures Tour-final night, August 13th in
Portland, OR
2

Misadventures
Street Date:
May 13, 2016

OVERVIEW
It has been a long 4 years since we heard from P
ierce The Veil
with their successful third album
Collide
With The Sky
(350,000 albums sold to date). This was the bands first record on the Fearless Records
roster as well as the bands highest charting to date. The highly anticipated follow-up, M
isadventures
, will
speak to the bands faithful audience, who have eagerly waited 4 long years for new music from the band,
and the younger crowd just entering the Fearless Records realm of influence.
There is potential for the band to move 50,000 albums in their first week of sales due to a high volume of
events leading up to the release of
Misadventures.
The following plan highlights the promotional
game-plan for Pierce The Veil leading up to May 13th (Phase 1) and in the summer months after
Misadventures
drops(Phase 2). This marketing plan outlines the media campaigns, merchandising efforts
and touring crafted on behalf of Pierce The Veil.
All marketing, distribution, and retail related inquiries should be directed to Ashley Parent, VP of Marketing
& Project Management. Press, promotions and auxiliary campaign inquiries should be directed to
corresponding VPs and copied to Parent.
Pierce The Veil is
Vic Fuentes lead vocals, rhythm guitar, keyboards
Mike Fuentes drums, percussion
Tony Perry lead guitar
Jaime Preciado bass guitar, vocals
3

Phase 1
GOALS:
Gain free, earned media in effort to promote album
Sold-out shows leading up to album release
Highly attended in-store appearances and meet & greets
Move 25,000 units as pre-orders

TARGET POINTS & DATES:

Album announcement 8 weeks prior to release (
March 13th, 2016)
Vics interview with Alternative Press addressing album creation process/inspo (
launch: March
21st, 2016)
Fearless Records destination festival, April Fools Fest in Oahu, HI (
April 1, 2016)
Appearance on Full Frontal Live comedy show with Alex Gaskarth & Jack Barakat (All Time Low) in
San Diego
(April 11, 2016)
Earth Day Benefit Concert (
April 22, 2016)
In-store appearances
FYE acoustic set
(April 25, 2016)
Hot Topic M&G
(April 27, 2016)
Journeys Shoe Art Workshop (
April 28, 2016)
Big City Tour: NYC, Philly, Chicago, Houston, Las Vegas, LA
(May 6-11, 2016)
Exclusive Release Eve Party: San Diego (limited fan passes, other bands, record executives & scene
influencers)
(May 12, 2016)
THROUGHOUT:
iTunes, MerchNOW, FearlessRecords.com, FYE aggressive pre-order campaigns
Email blast: Update PTV email listers weekly
Social Media: Facebook, Instagram, Twitter, Snapchat flooded

DISTRIBUTION:
March: Release Album Artwork, Track Listing, Album Teaser, 1 Single & Video (available
w/pre-order)
April: Release 2nd Single with Video
4

 May: Stream album May 11th on Alternative Press, Release Album May 13th

RETAIL:
Vinyl press/CD available for pre-order at FYE to get fan pass to acoustic set
Heavy advertising campaign: FYE, Hot Topic, Journeys

ONLINE:
iTunes
Pre-order campaign starts March 24th
Download of new single Texas is Forever with pre-order
MerchNOW
Pre-order campaign starts March 24th
Limited edition vinyl, CD, merch bundles available for pre-order
Download of new single Texas is Forever with pre-order
FearlessRecords.com
Digital copies and CDs available for pre-order-March 24th
Links to iTunes, MerchNOW
Download of new single Texas is Forever with pre-order

ELECTRONIC PRESS, PUBLICITY & PROMOTION

AlternativePress.com
Misadventures
announcement
Vics interview-album creation/inspo
Coverage: Fearless Records April Fools Fest, Earth Day Benefit Concert, events @ retailers
Exclusive album stream host: May 11th
Full Frontal
Band interview at Jack & Alexs live show in San Diego, CA
Online stream-SoundCloud
Band socials
Facebook: Countdowns, song teasers, merch bundles, crowd photos
Twitter: Links to pre-orders, updates, fan Q&As
Instagram: New press photos, song teasers, interaction with fans
5

 Snapchat: Behind-the-scenes prep for touring/press events

FearlessRecords.com
Culmination of news coverage from other valuable sites/sources: Billboard, Spin, Vice,
AbsolutePunk, Alter The Press, Kerrang, Rock Sound, Rolling Stone etc.

PRINTED MEDIA
Alternative Press Magazine cover stars-April 2016 issue
Print advertising-full-page, color (
April + May 2016)
Kerrang
(April + May 2016)
Print advertising- page, color
Rock Sound
(April + May 2016)
Print advertising- page, color
Rolling Stone
(April + May 2016)
Print advertising- page, color
Promotional posters-FYE, Hot Topic, Journeys

MERCH BUNDLES
Large-$79
Copy of
Misadventures
vinyl pressing
New Misadventures-themed hoodie
Misadventures colors guitar pick necklace
Misadventures shirt
Copy of
Misadventures
CD w/digital download
Signed album artwork poster, Signed band promo photo poster
Misadventures colors wristband w/lyrics and Pierce The Veil on it
Medium-$49
Copy of
Misadventures
vinyl pressing
Misadventures shirt
Copy of
Misadventures
CD w/digital download
Album artwork poster, Band promo photo poster
Misadventures colors wristband w/lyrics and Pierce The Veil on it
Small-$19
6

 Copy of
Misadventures
CD w/digital download
Album artwork poster, Band promo photo poster
Misadventures colors wristband w/lyrics and Pierce The Veil on it

NOTICE:
ALBUM ITSELF WILL BE RELEASED FOR $10 CD/DIGITAL FORMAT. VINYL $25 ON ITS OWN.

TOUR:
Touring to Big Cities across America
NYC: May 6
Philly: May 7
Chicago: May 8
Houston: May 9
Las Vegas: May 10
LA: May 11
Culminating in San Diego for Release Eve Party-May 12