Stay Frank: candid marketing for new media

Playing the BackBeat
with a Spirited Chicago Music School

The Business End

Positioning a young music school to inspire new students in the competitive music-instruction market of Chicago's north side.

Be What You Are

...to "Play the Music You Feel"

The music teachers at BackBeat are young, formally-educated musicians who know that playing music is about play. Frank picked up on that, and developed a slogan and messaging strategy that emphasizes the inspirational possibilities of playing with musical knowledge. We took design cues from the school's loft-like music studio, and colorized their logo to capture their school's feeling. The result? A playful, informative website that connects with hopeful musicians, and inspires them to become Backbeat students.

The power of music sells itself.

Making That Impression

With limited adspend dollars in the budget, Frank needed to make the most of them. We took BackBeat's message online with a highly-targeted pay per click advertising campaign. In just two months, our online campaigns generated more than two dozen new students. Realizing growth like that, BackBeat won't stay small for long. In fact, they're already looking for bigger space to play in.

Frank is not only BackBeat's marketing guy, he's also a client! (Frank's wanted to say that for years). He takes piano lessons in Chicago at Backbeat.