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Development of a Site Concept for Street Musicians: Promotion Strategy (Creative Format)

Student: Iana Nikitenko

Supervisor: Ekaterina Lapina-Kratasyuk

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Media Communications (Bachelor)

Year of Graduation: 2019

The project "Acoustics" is a mobile-first adaptive site which was designed to solve problems related to the organization of street music processes in Moscow. The site aims to optimize the user experience for representatives of all segments of the target audience: street musicians, citizens and event organizers. Optimization takes place through the development of an actual, updated in regular base program of events in the field of street music, the refinement of the process of booking points with the inclusion of the possibility of renting musical equipment, implementation of social networks elements and the search system for musicians. Work on the project is divided into two main stages: 1) Generalization and analysis of the previous and relevant research theory on the topic of street music, conducting an own field research (observation, interview, experiment). 2) Drafting a design note. Analysis of the existing solutions for the identified problems of street music in the market. Analysis of competitors, formation of a portrait of the target audience, analysis of the media space, development of marketing promotion strategies, goals setting and KPI setting. The result of the work is a developed site structure with ready-made design layouts and a marketing strategy for entering the market.

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